Internet plays a critical role in the life of Asian Americans, including Indian Americans,with 90 per cent going online and 70 per cent visiting ethnic websites every day.
NEW YORK: Internet plays a critical role in the life of Asian Americans, including Indian Americans,with 90 per cent going online and 70 per cent visiting ethnic websites every day, according to a new survey conducted by inter-Trend’s Knowledge Centre .
More than half the respondents said they shop online which has doubled as compared to the last year and web surfing has moved up from ranking 8th in 2005 to the 5th last year.
Asian-Indians and Chinese spend most hours on the Internet and young Asian Americans between the age of 25 and 34 are the largest Internet users their average online shopping expenditure in the last 12 months is 138 dollars.
The average online spending amongst the Vietnamese segment increased dramatically from an average of 180 dollars in 2005 to 230 dollars in 2006. The top products purchased online amongst Asian Americans remain apparel and books.
The third annual consumer research study also examines media consumption amongst Asian Americans and reveals that eighty per cent of the respondents read ethnic newspapers, followed by TV and radio.
Only seventeen per cent of the respondents prefer English only advertising while the majority prefers either Indian-language or bi-lingual advertisements.According to the study, Asian Americans shop frequently at department stores with nearly one third frequenting department stores at least 1 to 3 times a week.
The Japanese auto brands are a top choice among the respondents with Toyota and Honda having the highest ownership. Among the sub-segments, Asian Indians and Koreans have the highest purchase intention among all other groups.Asian Americans have the highest product ownership rate for auto insurance followed by health insurance and life insurance. Price and reputation are the top criteria for selecting an insurance company.
The study also gauges purchase factors when choosing a wireless phone service provider. The findings illustrate that the quality of local and national coverage were the top criteria in their purchase decision. Other top features stated by respondents included text messaging/SMS capability.
“Marketers are increasingly committed to capitalising on the Asian American consumer market opportunity,” explains Tanya Raukko, Director of Strategic Planning at interTrend Communications.
“There is definitely a hunger to understand this segment’s distinct preferences and our goal for the study was to be able to offer marketers relevant data, insights and valid entry points to help them build their business case.”
"Asian American consumers continue to grow and evolve as a significant market segment.”
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