New study finds that many Asian Indian immigrants living in the U.S.

New study finds that many Asian Indian immigrants living in the U.S. are proud of their Indian culture but consider themselves to be both Indian and American.

Many Asian Indians play a balancing act between celebrating their rich Indian culture and embarking on new experiences in the U.S. On one hand they are eager to embrace American culture, and on the other they hold dear to the traditions and values of their roots. Although 40% expressed that they will one day return to live in India, as the second largest group among Asian immigrants, many Asian Indians consider the U.S. their home. From multiple focus groups in Los Angeles to an extensive internet survey of 458 Indian immigrant adults, this study captures unique insights into the daily lives and thoughts of this highly acculturated and successful group. The study is supplemented by a video snapshot of Asian Indians in Los Angeles to affirm and personify the findings from the research.

Though relatively new to the U.S., first-generation Indians show many signs of advanced acculturation. However, they often go through a retro-acculturation later on life as they begin to realize the uniqueness of their culture.

* American individualism is championed by this group. They respect this value, as it allows them a greater freedom to succeed. Females appreciate this land of opportunity as it creates more possibilities for them to get ahead in life. Although highly acculturated and proficient in English, most express the desire to preserve their native culture through food, music, entertainment and language, and to pass it along to the next generation.

* Though they use a lot of media in English with American
content, they still consume a considerable amount of Indian media both in-language and in-content. The younger segment (18-34 yr.) consumes the most Indian media, including TV, Radio and Internet; while the 44-54 group reads the most Indian newspapers. The majority feel they are portrayed positively in U.S. media which helps them feel comfortable and at-ease with non-Indians.

More on the study here www.newamericandimensions.com