According to the Gallup Poll in 2023, nearly four out of 10 Americans are not confident in the media. In the year of the election, how many eyes and ears are gathered by political news and events, how can news media and brands build a trusting relationship with viewers who want to get information? This question is especially important for the Asian American community.
According to APIA Vote, 83% of Asian American Pacific Islander Hawaiians (AANHPI), Democrats and Republicans alike, are concerned about misinformation in U.S. elections. At the same time, 78% of Asian Americans consume news at least once a day, are 34% more likely than the general U.S. population to trust the accuracy of news, and are 34% more likely than the general U.S. population to trust news outlets and brands to provide the latest information. There is an opportunity to connect. The purchase power is $ 1.3 trillion, and the number of layers continues to grow in the US population. To do this effectively, you need to deepen the relationship between Asian Americans and the news.
Where do Asian Americans get the news?
It is more likely that Asian Americans will report that social media (Instagram, Linkedin, Threads) and news aggregator sites are used as top sources in the news. In addition, 69% of the possibility of relying on friends and family rely on people in close communities who can analyze headlines using appropriate context and related information.
According to Nielsen’s survey, Asian viewers are most likely to use a free newspaper website for newspaper content. For marketers who want Aanhpi viewers this year, educating Aanhpi voters can be a valuable connection point for using the reliable content of non -permanent subscription news sites and social media platforms. There is a gender.
Build trust through representatives
How can the brand use the smartphone apps and sites that the Asians prefer to use them to use them to create permanent engagement? 41% of AANHPI viewers are trusted. Platforms with genuine representative content are important because it is likely to be purchased from brands that post advertisements and advertisements.
And here is the influence of journalists representing the community. For example, ABC’s “World News Tonite” featuring a joint anchor Juju Chang, and MSNBC’s “Morning Joe” featuring frequently reporter Richard Louis, is the most watched on AANHPI. It is in the top of the news program. The AXIOS project led by three Asian journalists was awarded at the 2023 Asian American Journalist Association Award. Their work “Everything You Need to Vote In The 2022 Midterm ELECTION” is the two top news source for Asian Americans (30% higher than before) D (URL opening rate Double) We promoted the viewer engagement in large. . The story of the Asian American community by a community member provides necessary and important information to create a connection with the audience and to encourage changes and actions.
Value of language media
Asian Americans are 57% more likely to get their news from international television, although television news programs play a much lower role in AANHPI news engagement than other viewership groups . Asians are currently the fastest growing ethnic group in the United States, coming from more than 20 countries around the world and speaking more than 50 different languages.
To connect with a variety of AANHPI communities, you need something more than an uniform approach. Nielsen in the 2023 report, which accounts for about 40 % of the Asian American population and accounts for three of the most speaking Asian languages at home. We investigated the speakers’ attitudes and media consumption preferences.
More than 40% of the respondents “strongly agree/agree” that Asian media provides reliable programs and perspectives. Furthermore, more than 50% of Chinese, Korean, and Vietnamese respondents prefer to purchase brands that are advertising in programs that reflect their own culture. A brand that invests a part of the advertising expenses on the language media platform has a chance.
Adjust the media plan in the year of election
While advertising prices rise due to valuable advertising inventory by political campaign, the advertiser benefits from reconsidering the media plan in this election year, through social media, aggregator sites, and advertising newspaper sites. You can connect with Asian viewers. One of the advantages of these channels is that it provides more options that are easier to handle, and marketing staff can improve ROI measurements.
For more information about the reach of Asian American consumers, see Nielsen’s latest Diverse Intelligence series report.
Precautions
1 US 2023 Census forecast and 2022 Serig Economic growth Center forecast
2024 Nielsen survey on media trust
3 Nielsen National Television Panel, 2023
