Though on average the South Asian population of the US spends twice as much on entertainment products and services, such cable and satellite TV, it also has a strong interest in online content from the channels they pay for, such as HBO, according to a survey by Global Advertising Strategies, reports AdWeek (via MarketingVOX).

Other findings suggest South Asian Americans - those with roots in India, Bangladesh, Pakistan, Burma, Sri Lanka and Bhutan - 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.

Overall, 77% read both American and South Asian media outlets online, and when making purchasing decisions, they claim to use “common sense” and “practicality” instead of emotion.

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.