representation matters

Here’s where you will find the latest Asian American consumer trends and reports featuring Nielsen’s insights. We will also keep you updated on the work we are doing in Asian American communities across the U.S. And remember, every insight we share starts with a ‘yes.’ At Nielsen we get it. We’ve been listening to you for years. And when you say ‘yes’ to our surveys, your voice is heard, your privacy is protected and your story gets told to the companies that make the products and the media you love.

diverse intelligence series reports

Asian Americans: Digital Lives and Growing Influence

Asian Americans are embracing new apps, trying new devices, and creating content on new platforms. Thanks to the democratization of media, Asian-Americans are making successful careers—building their own powerful brands—as social media influencers and content creators. Through their smartphones, tablets and multimedia devices, they have a real-time connection to people and culture in Asia, making Asian Americans the true bridge between the East and the West.

Asian american women: digitally fluent with an intercultural mindset

Asian American women are embracing new products, trends and experiences. For instance, they over index on travel to the Middle East, Latin America and Canada as compared to non-Hispanic white women. They are fast to adopt new technologies, particularly apps that are popular with Millennials, such as Snapchat for social, Venmo for digital wallet and Waze for navigation. Their love of discovery is also true in music, with Asian American women subscribing to online music services 30% more than the total population.

Nielsen Hosts Advance Screening of Crazy Rich Asians

Nielsen hosted a screening of Crazy Rich Asians in New York before the film’s wide release. Asian American members of the press, influencers, clients and members of Nielsen’s Asian Affinity Link (AAL) Employee Resource Group members attended the screening. Before the screening, Angela Talton, Chief Diversity Officer, addressed the audience explaining the importance of on-screen representation of Asian Americans to our clients and members of the community. The screening drew press back to the Asian American Diverse Intelligence Series report released in May, and since the premier, the event has been covered in Bloomberg, Forbes, CBS News and Business Insider

How We Reach Out

Asian Americans are the fastest growing multicultural consumer segment, and central to their lives in the U.S. is their native culture. Our advertising is in-language to ensure our messaging reaches not only English-speaking Asian-Americans, but also those whose dominant language is not English. These ads were created for digital platforms and translated into Korean, Chinese and Vietnamese.

On the Record With Mariko Carpenter

Mariko Carpenter, VP of Strategic Community Alliances, chats with Andrew McCaskill, SVP, Global Communications and Multicultural Marketing, about how the connected digital lives of Asian Americans are making them valuable consumers for companies of all sizes and in all industries to reach. She also highlights the myriad Asian-American influencers who have made an immense impact in social media, sports, television and film.

In The Community


Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.