I live in Sugar Land, TX, home to a population that’s 35% Asian-American. From Millennial high school students to Boomer business professionals, I am continually amazed at the level of support for public broadcasting and NPR programming that I find in anecdotal conversations. With their passion for education (the common denominator that ties together public broadcasting lovers) and their higher-than-average incomes, this demographic group is an important constituent for our stations. We find a large potential for individual giving, but there's also opportunity for underwriting. The report states that Asian-American businesses (with a gross revenue of over $506 billion) generate more revenue than any other
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.
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.
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