Young Asian-Americans are watching more video on computers and mobile devices than any other demographic group, according to Nielsen’s second quarter 2014 Cross-Platform Report.
Asian viewers ages 18 to 34 spent 51 minutes a day consuming online and mobile content, defined by Nielsen as digital video, during the second quarter, up from 38 minutes during the same period last year, according to the report. Asian viewers in the demo, however, watched the fewest hours of content on traditional TV compared with other ethnic groups, at just two hours and 42 minutes a day.
All three groups nearly doubled the number of enabled smart televisions in their respective households versus a year ago. African-American smart-TV ownership jumped from 530,000 during Q2 2013 to more than 1 million a year later, while the number of Hispanics who purchased smart TVs was up from 769,000 in Q2 2013 to more than 1.7 million this year, per Nielsen. More than 900,000 Asian households had enabled smart TVs during Q2, up from 485,000 during the same period last year.
With regard to mobile devices, 82% of Asian-Americans had smartphones capable of streaming video, compared with 78% of African-Americans, 79% of Hispanics and 68% of whites, per the report.
Asiance was ahead of its time!