90 percent Asian Americans go online: survey
May 8, 2007 - 6:14:00 PM

New York, May 8 - The Internet plays a critical role in the life of Asian Americans, including Indian Americans, with 90 percent going online and 70 percent visiting ethnic websites every day, a survey said.

The third annual consumer research study conducted by communication agency interTrend's Knowledge Center found that Americans of Indian and Chinese origin spend the most hours on the Internet and young Asian Americans between the ages of 25 and 34 are the largest Internet users.

The study revealed relevant findings and insightful views into brand loyalty, lifestyle habits, purchase drivers as well as media consumption of Asian Americans.

The study also examined media consumption amongst Asian Americans. The study revealed that 80 percent of the respondents consume ethnic media, with print having the highest penetration followed by TV and radio. The study also revealed that Asians prefer to be reached and targeted through in-language advertising.

Just 17 percent of the respondents prefer English only advertising, with the majority preferring either in-language or bilingual advertisements.

'Asian American consumers continue to grow and evolve as a significant market segment. The interTrend Knowledge Center was created to better understand and track changes in Asian American consumption behaviour so that marketers can establish more effective relationships with Asian American consumers,' explains Julia Huang, president and CEO of interTrend Communications.

'With this knowledge and understanding, marketers can maximise their market share. This is a strategic investment that we are making for our clients.'

According to the study, Asian Americans shop frequently at department stores with nearly one-third visiting department stores at least one to three times a week, a press release said.

The study found that Japanese auto brands are a top choice among the respondents with Toyota and Honda having the highest ownership. Among the sub-segments, Indians and Koreans have the highest purchase intention among all other groups.

InterTrend is a communication agency based in Long Beach, California, that helps corporate America target the growing Asian American segments.

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