52% of Asian Americans pay more attention to ads that feature this demographic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 11, 2020, 9:44 AM UTC

Asian Americans spend 2.3 hours streaming music and 1.3 hours listening to podcasts on average, as per Pandora’s recent report.

The report finds that 62% of Asian Americans feel brands would be more relevant to Asian Americans by reflecting their lifestyle. 52% of the demographic are more attentive towards ads featuring Asian Americans.

50% of Asian Americans believe brands could feature people from diverse cultural backgrounds. 44% of respondents want brands to be honest in how they reflect their culture. Of those polled, 80% say they feel empowered by positive representation of Asians in media.

Also, 54% wished for more US-based content aligned with the Asian culture. When it comes to music, 86% of Asian Americans find it to be relaxing, and 79% say that it improves their mood. 43% find music to be motivating.

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