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.