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Survey: South Asian Americans Seek Entertainment and News Fare Online
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.
