Asian-American consumers are some of the most digitally connected in the U.S.—and are more likely to own and spend more time on a variety of devices than the total population. In fact, their digital consumption is so innovative that a careful examination of their behaviors can help reveal what’s next in content consumption. In our recently released sixth report on Asian-American consumers, Asian Americans: Digital Lives and Growing Influence, we explore Asian Americans’ innovative digital consumption, as well as how this affects everything from favorite programs to online product purchasing.
In this edition of On the Record, Mariko Carpenter, VP, Strategic Community Alliances, joins Andrew McCaskill, SVP, Global Communications and Multicultural Marketing, to discuss 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.