Proprietary study delivers signature Chinese and Korean-American insights on media engagement preferences and purchasing behavior.
Motivate Inc., the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments, announces the release of its Asian Path-to-Purchase study. Conducted in partnership with New American Dimensions, the report delivers signature findings on consumer behaviors, media usage and brand affinities. Asian Americans are of the highest-income, best-educated and fastest-growing racial group in the U.S. While the Asian consumer represents a great opportunity for brands, there are major marketing obstacles stemming from consumer segment confusion and lack of data insights. Motivate’s Asian Path-to-Purchase Study aims to dissolve some of the market barriers by shedding light on major hot topics including media consumption, language preferences, device usage and more.
“From a Fortune 500 perspective, we receive frequent inquiries from C-suite executives trying to better understand the Asian-American consumer opportunity, and in concert, how to put actionable, measurable plans in place against the segment,” said Trevor Hansen, CEO, Motivate. “Unfortunately, besides first-party data, there is little in the way of referenceable research, syndicated or other available on this very complex market. The Motivate team is very excited to bring these insights forward to help agency and client partners grow their brands within the Asian community.”
Motivate’s Asian Path-to-Purchase study, focused on Chinese and Korean adults, 18+ in the three largest Asian metro areas: Los Angeles, New York and San Francisco. The study was conducted by New American Dimensions, a leader in multicultural research and insights. Motivate is aiming for a follow-up study focusing exclusively on the South Asian market in 2016.
“The Asian American population continues to be an underserved market especially in regards to the availability of consumer insights,” said Alexis E. Flores, director of research and analytics, New American Dimensions. “To this end, we partnered with Motivate to execute a research study that shed light on the thriving segment’s media usage, purchasing behavior and overall marketing opportunity.”
Motivate is the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments. We specialize in consumer segmentation, custom insights, and turnkey media strategy and execution for high-growth demographics. Motivate provides best-in-class media activation in digital, traditional, social and influencer marketing. Our expertise is leveraged by Fortune-500 clients and major advertising agencies. We’re proud to be a Women Business Enterprise certified company. For more information about Motivate, please visit www.motivateROI.com or call 866.664.4432.