Language obviously is a distinguishing cultural characteristic for immigrants to the U.S. But in other respects they’re no different from ancestors of the Mayflower settlers.
A new survey conducted by Global Advertising Strategies in conjunction with Chinese Media Net sought to delve into media consumption habits of Internet-savvy, highly educated professionals who come from Mainland China. They compose the second largest immigrant group in the U.S. (Hispanics are first.)
The survey covers Chinese-Americans’ preferences and consumer habits across several categories including media, finance, automotive, travel and the telecommunications industry.
“Overall, what we appear to be seeing is a group of very desirable American consumers who, while best reached via Chinese language media, do not rely on Chinese ‘crutches’ when making important purchasing decision,” the report states.
Highlights include:
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over 40% are frequent domestic travelers, tearing down the misconception that Chinese only travel to Asia
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61% indicated they rely on Chinese language media for their information
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69% of respondents reported a post-graduate degree and boasted a median household income of $55.6K annually.
By comparison, the average U.S. mainstream Internet user has a median income of $48K annually and only 30% possess post-graduate degrees.
The study is available for download at http://www.ethnicusa.com/en/market_data/research_prod/.
