For more than 90 years, Nielsen, a leading global provider of information and insights into what consumers watch and buy, has helped television networks and consumer packaged goods corporations market to millions of consumers worldwide. With the increasing influence of the Asian Pacific American population in the US, Nielsen is encouraging Asian Pacific Americans to recognize their growing consumer power and positive contributions to the economy they can make by voluntarily participating in Nielsen’s innovative research surveys and panels.
“With a population of more than 18 million and purchasing power of over $543.7 billion in the US, Nielsen sees the benefits that our measurement services will bring to Asian-American consumers,” said Don Lowery, Senior Vice President, Government and Public Affairs at Nielsen. “We are committed to accurately reflecting the role of the Asian Pacific American community in all of our reports and surveys, so we are encouraging families and individuals to learn more about our services and benefits, and how to participate, so we can better understand this unique and growing community.”
As the industry leader in media and consumer research, Nielsen uses an array of tools to engage and help consumers participate in research, ranging from traditional methods like telephone, mail and online surveys to more technology-oriented solutions, such as in-home metering equipment, barcode scanners, and smartphone applications. Below are some of the Asian-American insights Nielsen has collected related to their measurement services offered:
– Retail Measurement: Research shows that Asian-Americans bring home far more fresh produce, nuts, dried fruit, pasta, yogurt, soup, juice and drinks compared to the US average. To track this data, Nielsen examined key business trends by products, category and market by using retailer scanner-based devices which are placed in more than 250,000 households. People can opt-in to participate in Nielsen’s Homescan panel.
– Television Measurement: Measurements show that Asian-Americans are more likely to have newer technology (DVD, HD, Digital Cable) and use DVRs for a greater portion of their viewing (10.1 percent) than the US average (8.8 percent). To come to these conclusions, Nielsen tracks viewing behavior down to the second, revealing detailed programming and commercial engagement insights. Nielsen measures over 40,000 television programs daily.
– Online Measurement: On average, Asian-Americans view 3,600 web pages a month; 3.5 times more than any other ethnic group. Through their comprehensive and innovative online measurement methodologies, Nielsen analyzes consumer web browsing behavior and trends, advertisement effectiveness, brand advocacy, social media buzz and more to provide a 360 degree view of how consumers engage with online media. Nielsen measures 100 million blog and web sites.
– Mobile Measurement: Research shows that 45 percent of Asian-Americans own smartphones. By monitoring network signaling in 86 US markets, analyzing cellphone bills, and deploying on-device meters, Nielsen is able to keep a close pulse on the mobile-connected Asian-American consumer.
– Cross Platform Measurement: On average, Asian-Americans spend more time watching video on a mobile phone (5 minutes and 47 seconds per day). This proves that along with the general population, Asian-Americans view today’s program content on more than just television sets. Nielsen has the tracking tools that help understand how consumers engage with media within and across all the programs they use.
To learn more about Nielsen, its methodology and insights, please read more at Nielsen Measurement and the Nielsen Community Page.