South Asians make up 19 percent of the total Asian American segment, making them the third largest population in the Asian-American segment behind Chinese and Filipino Americans. Below are three must-knows about the segment.

One in seven are college educated

South Asian Americans value education highly and are 42 percent more likely to have a bachelor’s degree than the average U.S. population. They are also 17 percent more likely to be college educated than the second Asian-American segment with the most bachelor’s degrees, Pakistani Americans.

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According to Pew Research Center, more than three-quarters of adult South Asian Americans spoke English proficiently in 2010, and they were 23 percent more likely to be employed in science and engineering fields than the total U.S. population.

The South Asian American community has a $20 billion spending power

Their specialized education has resulted in a large and valued spending power. The South Asian American median household income is more than $100 thousand, the highest household income of any Asian American segment.

They have a history of being underrepresented or misrepresented in traditional media

Our media landscape is barely re-adapting its storytelling, casting and way of representation to this growing community. Netflix premiered its first original series with a South Asian American character in a solo starring role late 2015. Aziz Ansari is the protagonist and co-creator of “Master of None.” South Asian American writer and social media influencer Samhita Mukhopadhyay claims the Netflix original is the peak of a South Asian-American media representation wave that started with the one-dimensional Apu from The Simpsons.

Communities which are typically underrepresented in traditional media incline toward non-traditional media or social media. Social media content is produced by the same people who are likely to consume it, so authenticity levels are rocket high. It’s the closest there is to accurate representation.

Motivate is the leading specialized insights and media partner for reaching the Asian consumer. You need a trusted media partner that understands the impact of changing demographics and helps you navigate through the marketing maze. We understand the nuances and intricacies of the Asian market and have the resources and expertise to ensure maximum buying power, impact and ROI.

Source: Pew Research Center.

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