Asian American Lifestyles and Entertainment - US - September 2014
“Asians are an important and growing market for entertainment and leisure categories. These high-income, highly educated consumers represent a potentially lucrative market, especially for entertainment that provides multiple values, but marketers need to reach them where they live, which for most young Asians is online and on their mobile device.”
- Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel and Leisure
This report looks at the following questions:
- How can entertainment offerings appeal to diverse, multigenerational Asian families?
- How do Asians’ digital lifestyles impact their entertainment choices?
- How Asians can be big spenders, but only when they see good value ?
Asians are value-seekers in entertainment, as in most areas of life. Though they often have the means to spend freely on entertainment, they are unlikely to do so unless they see a compelling value proposition. For Asians, this means entertainment that provides multiple added benefits, such as educational content, activities for the whole family, and a discount on future purchases.
Marketers need to be sensitive to the role Asian culture (as embodied by unacculturated parents or other relatives sharing a home) may play in the outlook and decision-making of acculturated Asian consumers. For example, acculturated Asians may be inhibited from purchasing pricey home entertainment equipment and services that appear extravagant to their less acculturated family members.
In this scenario, marketers will want to emphasize both the value they offer (eg promotional pricing) and the utility their products or services can provide to the less acculturated members of the household (eg Asian-language programming).
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