Asian-Americans’ Digital Device Adoption Remains Above Average

June 4, 2020

Nielsen Asian American Digital Device Adoption Jun2020Asian-Americans continue to be ahead of the curve when it comes to digital adoption. Per new data from Nielsen, 9 in 10 Asian-American TV households own an internet-connected TV device of some kind, compared to 76% of all US TV households.

Almost across the board, Asian-American households are above-average in digital technology ownership. Data from March 2020 shows that Asian-American households tend to have a higher than average rate of adoption of most digital devices and services. In particular, they are more likely than the average US population to own a computer (89% vs. 78%), tablet (72% vs. 63%), enabled Smart TV (65% vs. 52%) or other internet-connected device (62% vs. 47%).

While subscriptions to video-on-demand services continue to rise in the US, Asian-Americans are also more likely than average to subscribe to at least one of these services (84% vs. 74%).

On the other hand, Asian-American TV households are less likely than the average TV household to own a DVD/Blu-ray player (44% vs. 57%). And, as a group that spends the least amount of time with traditional TV, they also appear to be less likely to time-shift their traditional TV viewing, with only 42% owning a DVR (compared to 52% of all TV households).

As for gaming, Asian-American households are more likely than average to own a game console (46% vs. 40%). The report suggests that marketers perhaps could be served by trying to reach younger Asian-Americans (ages 18-34) through games and esports live streams.

Nielsen found that more than one-quarter of Asian-American gamers have watched a live-streamed e-sports tournament in the last three months, while 40% report spending more than 5 hours per week watching video game content. Overall, separate data indicates that spending on e-sports is forecast to exceed $340 million this year.

So, what games do Asian-American gamers gravitate towards? During Q1, although Action-Adventure games were the most popular (53%), Asian-American gamers over-indexed the general gamer population more in genres such as multiplayer online battle arena (184), survival (147), role-playing (139), and fighting (138).

Further information can be found here.

About the Data: Based on Nielsen’s Total Audience Report for 2020.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This