Asian American Advertising Federation (3AF) Releases Groundbreaking Media Consumption Study on Asian Consumers

LOS ANGELES–(BUSINESS WIRE)–#3AForg–The Asian American Advertising Federation (3AF) has released a new
research study focusing on the media consumption habits of Asian
Americans, the fastest growing consumer segment in the United States.
The report, “Reaching the Fastest Growing Consumer in a Digital World,”
presents trends in media programming, device and social media app usage.

Jay Kim, 3AF President, said, “The Asian American market is fast
evolving due to immigration trends and the ever-changing media
landscape. China and India have replaced Mexico as the #1 and #2 sources
of new immigrants in the United States, and these new immigrants are
settling in areas beyond the traditional Asian gateways. Twitter
broadcast its first NFL game; Facebook recently launched its video
service; and Netflix and Amazon are also now entertainment programming
sources. There are many ways to reach consumers and savvy marketers need
to be aware of the best ways to connect with them. Our study provides
marketers with much needed data to reach Asian Americans in an efficient
way in the digital age.”

The report includes information on overall media consumption habits of
Asian Americans including television, Internet, social media, nuanced
differences between English vs. in-language consumers, and younger vs.
older consumers. Also included is information on the role of language,
media content and delivery (top three genres, nuanced segment
differences, sources, paid vs. unpaid media) and devices used for media
consumption. Most importantly, the report includes data on several
specific Asian ethnicities versus grouping Asian Americans as one
monolithic group as many other research studies do. “As a result of
this, readers of our report will have more useful data for strategy
planning and execution,” Kim added.

More information on the study’s themes, methodology and pricing is
available at http://www.3af.org/research/.

The Asian American Advertising Federation (3AF) is a national trade
organization comprised of Asian American advertising agencies, Asian
market advertisers, Asian media companies and other industry
specialists. Its mission is to grow the Asian American advertising and
marketing industry, raise public awareness of the importance of the
Asian American community and further professionalism in the industry.
The 3AF’s Asian Marketing Summit is held annually. More information
about the 3AF is available at www.3af.org.

Contacts

Asian American Advertising Federation (3AF)
Genny Hom-Franzen
ghomfranzen@3af.org