Nielsen has partnered with Asian American Advertising Federation for the first-ever Asian Language Media Consumption study with research focusing on media perceptions and content preferences for the top three Asian languages in the United States: Chinese, Vietnamese, and Korean.
According to the study, in-language media is the most trusted source of information for Asian Americans with more than 40% of total respondents saying they ‘strongly agreed/agreed’ that Asian media offers programs and perspectives they trust. The study additionally found that more than 50% of Chinese, Korean, and Vietnamese respondents prefer to buy brands that advertise on programs reflecting their culture.
This study is based on a 2022 survey of Chinese, Korean and Vietnamese language speakers in the U.S.—representing about 40% of the Asian American population and three of the Asian languages most spoken at home, said Nielsen citing the 202 US census.
“These findings confirm that in-language media continues to be a major influence for Asian American consumers,” said Patricia Ratulangi, Vice President of Global Communications – DE&I at Nielsen.
“Brands and advertisers have the opportunity to include in-language media and culturally inclusive content to build trust with Asian American consumers, and influence purchase decisions.”
- Streaming TV is the most-watched in-language platform (compared to broadcast and cable).
- Radio is still an important in-language platform. 34% of Chinese respondents, 31% of Vietnamese and 21% of Koreans listen to 7 or more hours per week.
- Vietnamese respondents reported the highest social media use at 59%, with Korean and Chinese respondents at 38% and 45%.
- 67% of Korean respondents, 60% of Chinese respondents and 72% of Vietnamese respondents report paying attention to ads in their preferred language.
- 50% of those who responded to the survey in English state that in-language media helps them to stay connected to their cultural roots.
You can download the full report here.