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Meet the Fastest-Growing Multicultural Segment in the U.S.: Asian-Americans

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PCA | Connect Authentically

At This audience, however, differentiates itself from all other ethnic groups with a myriad of cultural nuances from language, interests, lifestyle and values. Asian-Americans descend from over 40 countries, speaking several languages and dialects from Korean, Hindi, Mandarin, Japanese, Vietnamese and more. Although many Asian-American consumers speak English outside the home, they consume in-language media , consequently making multilingual marketing efforts one of the best practices. The Asian-American segment is ahead of the curve when it comes to tech adoption. These consumers over-index in the possession of all three major Internet personal devices: smartphones, computers and tablets to stay connected with their family, friends, culture and latest news.
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Asian-Americans Next Focus For Marketers, Brands

Multicultural Marketing News MMN is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News. Subscribe Learn More. Previous Next.
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Given the fact that Asians in American have the highest level of education and income few multicultural groups excite marketers more than Asian Americans. While some of these groups have similarities in terms of culture and philosophy the seventeen major Asian subgroups have vast differences in language, identity, and buying preferences. This is what often derails multicultural marketing efforts aimed at Asians in the United States. The first step to effective Asian American marketing is to determine what generation they are in this country. New immigrants are first-generation while the first ones to be born here are second-generation and so forth.
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