Reach Of US Ethnic Websites – Focus on Online Marketing For Asian American Campaigns

As an update to our previous post on the growth of ethnic media in the US Marketing Charts provides us with some charts on radio, TV, print and web.

The use of ethnic websites varies widely by ethnic group, the survey found. For example, the reach of Spanish-language and African -American-oriented websites has increased since 2005 but only about one-fifth of Hispanic and African American adults report visiting them on a regular basis.

On the other hand, the penetration of Asian language web sites is greater. More than half of all Chinese adults in the US say that they frequent sites in Cantonese or Mandarin, and about one-third of all Korean and Vietnamese adults visit sites in their native languages.

It’s interesting to see that Asian ethnic media has the lowest reach overall but the highest reach for websites – for the next Asian campaign you better focus on the online marketing and not offline.

Source: Marketing Charts & American New Media

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