Source: www.insideradio.com, May 2023
Radio is an important in-language platform for Asian Americans with 34% of Chinese-speaking Americans listening to seven or more hours per week, according to a study from Nielsen and the Asian American Advertising Federation (3AF).
The 2023 Asian Foreign Language Media Consumption study focused on media perceptions and content preferences for the top three Asian languages in the U.S. Chinese, Vietnamese, and Korean. Of the latter two languages, 31% of Vietnamese and 21% of Korean respondents listen to the radio seven or more hours per week.
The study found that in-language media is the most trusted source of information for Asian Americans. More than 40% of total respondents “strongly agreed/agreed” that Asian media offers programs and perspectives they trust. The study also shows that more than 50% of Chinese, Korean, and Vietnamese respondents prefer to buy brands that advertise on programs reflecting their culture.
“These findings confirm that in-language media continues to be a major influence for Asian American consumers,” Patricia Ratulangi, VP of Global Communications – DE&I at Nielsen said in a release. “Brands and advertisers have the opportunity to include in-language media and culturally inclusive content to build trust with Asian American consumers, and influence purchase decisions.”
The study found that it is important among these nationalities to consume media – radio, TV, and print – in their own language. Nearly 60% (56.9%) of Vietnamese say it is important to consume radio in their own language, while 47.7% of Chinese respondents and 33.8% of Korean respondents feel the same way.
Other key highlights in the 2023 Asian Language Media Consumption include: Streaming TV is the most-watched in-language platform (compared to broadcast and cable); Vietnamese respondents reported the highest social media use at 59%, with Korean and Chinese respondents at 38% and 45%; 67% of Korean respondents, 60% of Chinese respondents and 72% of Vietnamese respondents report paying attention to ads in their preferred language; 50% of those who responded to the survey in English state that in-language media helps them to stay connected to their cultural roots.
“We are thrilled to collaborate with Nielsen on our first in-language study and see the positive impact that our Asian language media partners can continue to make in our community,” 3AF Executive Director Genny Hom-Franzen said. “We know that there is still a lot of work to be done to help increase authentic representation in media and advertising, but with partners like Nielsen, we can continue to make the industry more inclusive with these important insights.”
The study was based on a 2022 survey of Chinese, Korean, and Vietnamese language speakers in the U.S.—representing about 40% of the Asian American population and three of the Asian languages most spoken at home (according to the 2020 U.S. Census; Language Use in the U.S. 2019 – American Community Survey).
