demographic group except non-Hispanic Whites.
Seminars I’ve attended on Asian-American giving patterns indicate that they don’t need (or desire) donor approaches in language other than English. Unlike some other demographic groups, there is a high desire for assimilation. 61% of new immigrants speak English very well. However, 77% speak a language other than English at home. To effectively reach this market through advertising, the use of Asian-language media is encouraged – Asian media outlets increased a staggering 1115% from 1999 to 2010 – primarily print outlets. You might wish to consider adding your local Asian newspaper/website to your station’s marketing mix.
Asian-Americans are prime targets for your station’s website, viewing more pages each month than any other demographic group. Reach them via your mobile apps – with a 70% smartphone penetration, they have the highest usage of any demographic group. 80% have broadband at home, 74% own a laptop, 77% have wireless connectivity.
The summary of this Nielsen report is here, with a link to the entire report here. It’s an interesting report about a very important group of our listeners.