Nielsen Launches Report On Asian American Music Behavior And Insights

BANGALORE: Nielsen, a provider of information and insights into what consumers watch and buy, launched Listen Up: Music and Multicultural Consumer, the latest report from the company’s Diverse Intelligent Series on multicultural consumers. The report highlights how Asian American consumers in the U.S. are discovering, buying and interacting with music, as well as insight on Asian Americans’ engagement with music and brands.

Multicultural consumers (Asian Americans, African-Americans and Hispanics) account for 31 percent of the total spend on music and, on average, spend $7 more on music than the total market. At 19 million representing about six percent of the U.S. population, Asian Americans are increasingly shaping the music market, and creating new and innovative ways to discover, buy and share music.

As early adopters of technology, Asian Americans are influencing how consumers are discovering new music. According to the report, Asian Americans access music through a combination of platforms, including traditional sources such as radio, as well as current digital and mobile technologies. Instead of being limited to public settings such as school grounds or a workplace, music can now be discovered on various different social platforms, including YouTube, SoundCloud and music streaming services specific to Asian Americans’country of origin.
Read Also: Defence Firm Denel May Soon Be Off India's Blacklist
The IPO Story Of Indian Companies!