Asian-Americans are the fastest growing population segment in the US, and represent about 20.5 million people, or roughly 6% of the population, says the fourth quarter 2016 Nielsen Total Audience Report.
According to Nielsen, overall, Asian-American households have higher penetration percentages than general US TV households and other racial/ethnic groups for nearly every emerging, or emerged, technology.
The study also found that this group is quickly becoming the earliest adopters of new ways of viewing content, outpacing the total population. Smartphones in particular are an Asian-American favourite, as 93% of households have one, compared to just 85% of general US households.
A glimpse into the future becomes clearer when looking at the types of technologies captured within multimedia devices. Gadgets, such as Apple TV, Roku, Google Chromecast and smartphones connected to the TV, can be found in 51% of Asian-American homes. This represents the highest penetration percentage of all racial/ethnic groups by far, not to mention being 22 percentage points higher than overall US TV households.
Asian-Americans have also adopted tablets at a higher rate than the overall US populatio. Tablets are now in 73% of all Asian-American homes, compared with just 61% of composite households. High-definition TVs can be found in nearly every Asian-American home (98%), and enabled smart TVs can be found in 38% of Asian-American homes, and adoption continues to grow, with an increase of 11 percentage points since the comparable quarter the year prior.
When it comes to actually using these technologies, Nielsen.said that Asian-Americans most notably display the highest percentage of monthly users for multimedia devices. At 48%, they outperform Hispanics (35%), blacks (29%), and even the overall population (34%) in this category.
