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Approach

The research used two methodologies: an online survey and in-person interviews conducted February–March 2016.  Both approaches followed the following guidelines:

English and in-language options were provided for Chinese, Vietnamese and Koreans.  Filipinos and Indians had an English-only survey version, in keeping with typical language preferences among these groups.  The “other Asian” group was surveyed in English since the ethnic composition of this mixed group was not pre-determined.  The respondent’s preference determined the language choice for the survey.

Respondents were drawn from major U.S. areas with high Asian American concentrations.

 

Sample

The total sample of 1,328 consists of the following:

•       Chinese - 230

•       Filipino - 222

•       Asian Indian - 250

•       Korean - 215

•       Vietnamese - 171

•       Other Asian - 240

 

Data Analysis

Country of birth distribution was 55% overseas/foreign born and 45% U.S. born.

The data was weighted by foreign vs. US born United States Census data 2014 estimates for each of our ethnic groups, to provide a more representative snapshot of media practices among Asian Americans.

The data was cross tabulated by Asian ethnicity, by language of the survey (English vs. in-language among Chinese, Koreans and Vietnamese) and by age of respondent using the following three age groups: younger than 36 years of age, 36 to 55 years, and 56 years and older.

In addition, a separate set of data tables was generated consisting of a sub-sample of respondents who were single-race Asians or Asian Americans, representing 84% of the total survey population. Findings from both sets of the data are consistent.

 

Report

This report was prepared by Iris Yim (Chair, 3AF Research Committee), based on data collected and processed by Delphi Consumer Insights with input from Teresa Schnabel.

 

 
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