South Asian Americans in U.S. Prefer Web

Though on average the South Asian population of the US (those with roots in India, Bangladesh, Pakistan, Burma, Sri Lanka and Bhutan) spends twice as much on entertainment products and services, such cable and satellite TV, it also has a strong interest in online content. This according to a survey by Global Advertising Strategies, reports AdWeek.
South Asian Americans are a booming demographic. According to the US Census, the South Asian population exploded 188% from 1990 to 2000, reaching over 1.9 million people in the US. Other findings suggest South Asian Americans prefer the web over any other channel:

• Some 58% surveyed watch South Asian programs online.
• 55% prefer the web over any other source.
• 32% picked TV as their primary source.
• Only 13% chose print media as their primary source.

Activities on line included:

South Asian population by US State

Global Advertising Strategies concluded that companies targeting this segment must remember to focus on the strong cultural attachment and traditional value system of the South Asian American community. The company also found that products and brands that seem unnecessary for the first-generation family members may be better served being targeted to the younger, “more Americanized” South Asians.

Source: AdWeek

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