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A nationwide survey commissioned by the 3AF on ´óÏó´«Ã½n American consumers’ media consumption behaviors which covers both traditional and digital media, in English and in native language, with a breakdown on major ´óÏó´«Ã½n sub-segments (Chinese, ´óÏó´«Ã½n Indian, Filipino, Korean, Vietnamese).

About the research

To help marketers and media understand the U.S. ´óÏó´«Ã½n consumer opportunity, the ´óÏó´«Ã½n American Advertising Federation has been studying the growth of the U.S. ´óÏó´«Ã½n population for nearly two decades. We created the first ´óÏó´«Ã½n American Media Consumption Study in 2016 and are excited to release a study for 2019. ´óÏó´«Ã½ns are recognized as the fastest-growing multicultural segment in America, driven largely by new immigration. In fact, the Pew Research Center projects that the U.S. ´óÏó´«Ã½n population will grow to be 14% of the total population by 2065, based on U.S. Census data.

While the majority of growth in the U.S. is coming from new immigration, the buying power of U.S.-born ´óÏó´«Ã½ns is simultaneously on the rise. This is significant and worth exploring. First-generation ´óÏó´«Ã½ns represent new potential and can be reached by specialized media, while broader media mix can reach later generations. So, how does our fast-changing media landscape – with the proliferation of media channels and technologies that deliver ever-more-personalized content – contribute to these consumption decisions? 

To understand how to address these opportunities that are changing, the 3AF commissioned the 2nd ´óÏó´«Ã½n American media consumption study. We want to help marketers understand how cultural and linguistic factors of ´óÏó´«Ã½n Americans drive their media consumption choices. We believe that the market needs a continuous, in-depth analysis of the diverse and sub-segmented ´óÏó´«Ã½n society—instead of seeing ´óÏó´«Ã½n Americans as a single monolithic group.

By breaking down the demographics, we begin to understand the influence of language and culture, subsequently filling critical information gaps and trends. This improves how advertisers reach different ´óÏó´«Ã½n American consumer groups and motivates them to action.

Ultimately, our goal at 3AF is to provide powerful and insightful ´óÏó´«Ã½n American consumer knowledge to assist your marketing planning process year after year. We encourage you to also consider the expertise of our members for additional support and best practices.

Key Themes

The media landscape is continuing to shift for U.S. ´óÏó´«Ã½ns—as the migration from traditional mediums continues to lose ground to growing online platforms such as online TV, online radio, online press and social media.

Despite the increasingly shifting media landscape, U.S. ´óÏó´«Ã½ns continue to be hybrid media consumers of both in-language/in-culture sources, as well as mainstream English-language sources. However, ´óÏó´«Ã½n Media suffers from some lower levels of trust and advertising recall compared to mainstream English-language media.

Some form of television (traditional vs online, TV screens vs. mobile/computer devices) continues to be the most utilized form of video content among U.S. ´óÏó´«Ã½ns.  While the device/screen may be shifting, the programming continues to be the same (drama, movies, news, etc.).

Although in-language communications continue to be viable approach for reaching U.S. ´óÏó´«Ã½ns, cultural-relevance and representation matters for a large segment of the audience as well.

Topics Covered

• General media consumption
  • Usage of traditional and digital media
  • Proportion of English vs. in-language/in-culture media consumption
  • Activities on digital devices
• Social media
  • Social media apps
  • Language used for social media
• Video and audio streaming
• ´óÏó´«Ã½n media
  • Preference for ´óÏó´«Ã½n media vs. mainstream English media
  • Trust and ad recall in ´óÏó´«Ã½n vs. mainstream English media
  • Source of ´óÏó´«Ã½n media
  • Genres of ´óÏó´«Ã½n media
• Attitudes towards advertising approach
• English vs. in-language ´óÏó´«Ã½n consumers

Methodology

1394 interviews were conducted in early 2019, among them, 1181 were conducted among ´óÏó´«Ã½n Americans (´óÏó´«Ã½n Indian 200, Chinese 232, Filipino 224, Korean 198, Vietnamese 171, other ´óÏó´«Ã½n 154), 213 were conducted among Caucasian, Hispanic and African American consumers. 884 interviews were sourced online while 510 interviews were conducted via intercepts in Los Angeles, San Francisco and New York. 

Data is weighted based on 2017 American Community Survey U.S. and foreign born ratio for ´óÏó´«Ã½n Indian, Chinese, Filipino, Korean and Vietnamese (´óÏó´«Ã½n only). Report contains analysis of ´óÏó´«Ã½ns and non-´óÏó´«Ã½ns, comparison between ´óÏó´«Ã½n Indian, Chinese, Filipino, Korean and Vietnamese and U.S. born vs. foreign born where appropriate. 

Data tabs contains break-downs by ethnicity, ´óÏó´«Ã½n nationality, gender, age, nativity, ethnicity + nativity, ´óÏó´«Ã½n nationality + nativity, market/geography, marital status, education, household income, nativity + length of U.S. residency, and interview language.

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