No matter your role, it is important to maintain at least a basic understanding of the audience we are experts on.
These are some quick facts on the audience as a whole. Advertisers need to understand what the business opportunity is, before investing in it. Thus, aspects like spending power, audience size, geographic dispersion, and growth are all key knowledge that drive interest in working with us and reaching our audience. Getting deeper into the data, you should also be aware of vertical specific data, such as how much Asians spend on travel, dining, apparel, luxury goods, automotive, financial services, consumer-packaged-goods, and more. You can do this research on your own, by browsing through our rich library of information in Dropbox. However, these are just to get your knowledge base started.
But they make up an outsized portion of the relative spending in certain areas, such as automotive (193 index), apparel, travel, financial services (most likely to own taxable investment account, higher average savings, lower average debt), and luxury goods, among others.
To put this in perspective, their spending power is roughly even with the African American population, and just shy of the US Hispanic population, despite being a fraction of the size.
This chart shows a rough breakdown of population numbers. Keep in mind, these are not necessarily always proportionate to the available media scale that is accurately targetable to each segment, depending on factors like acculturation, media trust in their home countries, etc.
This is a huge driver of Asian endemic US media scale. It is also very important for driving which media Asian Americans, as a whole, trust and connect with on a more personal, emotional level, and how they perceive which brands are purposefully supporting their trusted media sources.