Nielsen Measures the Depth of a Burgeoning Asian-American Market
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The Nielsen Co. has released a new report focusing on Asian-American consumers. I interviewed Nielsen SVP of Government and Public Affairs Don Lowery about the company’s findings. Here is what he revealed.
Q. Seeing a Nielsen report on Asian Americans is a clear indication that this consumer segment is important to the company and to your subscribers. How was the research was compiled? And, what are two or three of the key findings?
A. This report is part of Nielsen’s Diverse Intelligence Series, which includes separate reports on what Asian Americans, African Americans and Hispanics watch and buy. While Nielsen has for years collected data on consumer behavior in these communities, this is the first time we have compiled this information in a single report, which makes it much more accessible. Most of the information reported was taken from our media and consumer-packaged-goods panels and surveys that look at activities of all consumers. We supplemented this with data from outside sources, including the U.S. Census.
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