BRANDIQ RELEASING RESULTS FOR THE ONLY QUANTIFIABLE GUAGE OF ASIAN AMERICAN MEDIA CONSUMPTION
First study of its kind to profile who they are and what they do from an acculturation stand point
LOS ANGELES, CA – September 30, 2011 – BrandIQ (www.brandiq.biz), a leading brand strategy research and innovation firm based in Los Angeles, is releasing results to ensure marketers have their finger on the pulse of this important and growing target. Results are available in early October. As an established leader in Asian-American research, BrandIQ’s syndicated study results paint a comprehensive picture of media consumption among the ethnically diverse Asian American community, one of the fastest-growing segments of increasing buying power in the United States. The study results identify opportunities to optimize marketing and advertising strategies.
“We have learned that while a majority of Asian Americans would be considered “highly acculturated”, they still are consuming, and have interest in ‘in-language’ media” says Mike Murphy, CEO, BrandIQ. “There is also a large group within the “highly acculturated” group that is interested in viewing and listening to an array of other Asian media beyond their ethnic background.”
The Benchmark results also show Asian Americans’ involvement in and what they value most in six prominent vertical markets: consumer banking, insurance, personal computers and television, mobile phone and service providers, video game systems, and fast food.
“Asian Americans are the most upscale demographic in the country. They are also the most misunderstood, as programmers and marketers have struggled to fully tap into their $550 billion of annual buying power,” said Adam Ware, acting president and CEO of Mnet. “This study is the first of its kind, and paints the clearest picture of the Asian American audience to date.”
The online study was conducted in six-languages and among 2,000 first, second, and third-generation Asian Americans ages 18-54 – comprised of self-identified Chinese, Filipino, Indian, Korean and Vietnamese Americans. The study was conducted in several key markets representing 70% of the Asian American population in the United States.
About BrandIQ
Since 1998, BrandIQ has been providing leadership teams with confidence to pursue their greatest opportunities. BrandIQ is the only brand strategy, research and innovation firm that takes the right learning and makes it relevant to solve the unique brand building challenges for America’s favorite brands. The company has deployed its proprietary AsianIQTM online, in-language research solution to field this Asian American media consumption benchmark.
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Media Contacts:
| Mike Murphy BrandIQ 323-912-1935 x201 mmurphy@brandiq.biz |
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