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Media Paradigm Redefined

Changing demographics, cultural shifts and technology have changed the media paradigm. What used to be defined by general-market English media and ethnic in-language media is now dominated by a few mobile giants (Facebook, YouTube, Google and Amazon), where both English and in-language content are abundant and easily accessible.  At the same time, there is a host of niche media catering to specific segments.  All in all, Asian American consumers have more content choices than ever before.

Changing demographics and shifts in culture and mindset have given rise to platforms like DramaFever, whose subscriber base is mostly non-Asian.

 

Freedom of Choice

Given the many choices they have, most Asian Americans consume media in both languages.  English-preferred Asians consume English media primarily, but a small number of them also consume in-language media.  Many in-language–preferred Asians consume both English and in-language content, particularly for video and audio content, and less so for written content such as print and online.

Asian consumers consume In-language content primarily produced in the United States and secondarily from their home countries. The exception is Koreans, who have a strong preference for TV programming and movies from their home country.

 

Increasing Importance of Social Media in Video Content Delivery

Social media and apps are playing an increasingly important role in content distribution. YouTube is one of the primary sources for TV programming and movies for in-language–preferred Asian consumers.  Two in five in-language survey respondents use YouTube for TV programming and movies.

Traditional pay TV, such as cable and satellite, continues to play a significant role in providing entertainment to Asian Americans, particularly for in-language–preferred Asians. 

There is growing interest in online streaming.  Four in five Asian consumers stream content online.  Three in four have a paid subscription. 

 

Diversified Audio Content Distribution

Traditional radio is still a primary source of news and music.  However, there is growing popularity of digital radio, primarily for music.  English-preferred Asians tend to use digital radio primarily for music, while in-language–preferred Asians are more inclined to use it for other types of content such as news and weather.

 

Print as Unique Connection to Local Community

While the Internet has a dominant presence in Asian consumers' daily life and is relied upon for all types of information including international news, travel and shopping, print media plays a unique role as the primary source for local news.  The majority of Asian consumers use print on a weekly basis.  Furthermore, while print is often used in paper form, it is increasingly accessed online and on consumers' mobile devices. Newspaper websites rank #3 in content sources for online information and news.

 

Social Media - Beyond Social Networking

Social media has gone beyond social networking and become one of the primary sources of news for Asian consumers.  They use social media for news first and messaging second. 

Social media giants Facebook and YouTube have across-the-board appeal for different Asian segments and age groups, which is a reflection of these media platforms' global reach and the variety of content on them, both English and in-language.

WeChat, China's homegrown social media platform, is very popular among Chinese and Vietnamese consumers, particularly for the in-language–preferred.  62% of Chinese in-language respondents and 55% of Vietnamese in-language respondents reported using WeChat on a daily basis.

 

Device-Sophisticated and Tech Savvy

Asian Americans are early adopters of technology.  More than four in five respondents interviewed own a computer/laptop and smartphone, and close to one in five own a smartwatch.

Computers/laptops and smartphones are used most often on a daily basis to access all types of media content. 

TV ranks third in penetration and usage for content access.  In addition to its main function of playing TV programming, television is also increasingly being used for playing other types of content, such as video and social media.

 

Detailed Findings Content

Overall Media Consumption

a.       TV

b.       Internet

c.       Social Media

d.       Nuanced differences

e.       English vs. in-language respondents

f.        Younger vs. older respondents

Role of Language

Media Content and Delivery (Video/Audio/Information/Social Media)

a.       Top 3 genres

b.       Nuanced segment differences

c.       Sources

d.       Paid vs. unpaid

Device for Media Consumption

Implications

 
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