Asian Americans Rank First in Internet Use

Asian Americans Rank First in Internet Use

English-speaking Asians have flocked to the internet like no other group, according to a recent PEW report.

The popular narrative says that Euro Americans “lead in technology adoption while other racial or ethnic groups struggle to keep up,” says the analysis. However, the PEW study says English-speaking Asians are more adept in the new technology and exceeds the rest of the population, including Whites.

The PEW analysis qualifies it’s report by noting that they did not poll non-English-speaking Asian Americans. A 2012 PEW survey found that 63.5% of Asian Americans say they speak English “very well.”

It was suspected that Asian Americans had a larger presence relative to their numbers in the general populace .  But until now, there hasn’t been little hard data to support this thesis.


Not surprisingly, the next group in the categories were Whites, followed by African Americans and Latino Americans.

RELEASE: Almost everything about Asian Americans

Here are some of their findings for the English-speaking Asian Americans:

  • 95% use the Internet. It is not even close. In second place, only 87% of Euro Americans  use the Internet.
  • 84% have broadband at home. The gap here is even wider. Only 72% of Whites have broadband.
  • 91% own have a smart phone. 66% of Whites own a smart phone. When including less advanced mobile phones, Asian American usage jumped to 98%.

Researchers surmise that Asian
Americans’ tendency to have higher education and higher income contribute to higher use of high-tech devices.

Hopefully, the findings will convince PEW surveyors to include Asians in their other research about the Internet use and social media.

RELATED: AAPI social networkers make their presence felt

It kind of reminds me of the surveys PEW did in 2011 that gave the education, incomes levels, education, religion, political preference, social attitudes of African Americans and Latinos. The research group skipped Asians because we were numerically too small to get accurate data.

As the Asian American community has grown  PEW research did a similar analysis of  Asian Americans resulting in the 2012 “The Rise of Asian Americans.”

It appears PEW has fallen into its old habits again. Several followup surveys released after this February 2016 report didn’t include Asian Americans.


faces of asian diversity

Diversity within the Asian American segment

faces of asian diversity

Complex make up of the U.S. Asian market

According to Pew Research grew 72% between 2000-2015 and is outpacing the growth in the Hispanic segment of 60% during that same period.  While the growth is astounding,  the diversity of this segment in many areas is incredible.

  • No single country of origin group dominates.
  • 20 million Asian Americans trace their roots to more that 20 countries.
  • By 2055 Asians are projected to surpass Hispanics as percentage of all U.S. immigrants.

Here is a list of the 19 largest origin groups that make up 94% of the Asian population in the U.S:  Bangladeshis, Bhutanese, Burmese, Cambodians, Chinese, Filipinos, Hmong, Indians, Indonesians, Japanese, Koreans, Laotians, Malaysians, Mongolians, Nepalese, Pakistanis, Sri Lankans, Thai and Vietnamese.

The three main origin groups make up the majority of the overall Asian population: Chinese (24%), Indian (20%), Filipino (19%).

Where do they live?

Just like the Hispanic market there are some important centers of populations from certain backgrounds.  The top 10 states are: CA, NY, HI, TX, NJ, IL, WA, FL, VA, MA and each have a different set of characteristics.

  • California: 31% of the overall Asian population and represents 15% of the statewide population. Led by Filipino, Chinese and Indian populations.
  • New York: Asians make up over 8% of the state population with Chinese and Indian representing the majority.

For political marketers, especially in California, New York, Washington, and Texas the Asian and Hispanic populations can make or break your initiatives.  To find out more about your district there are breakdowns down to the congressional district here.

Asian population by State 2010 Census

How can brands reach out to this important yet diverse segment.

For marketers, the first determination is going to come down to overall goals and of course budget.  If your brand is active in California or New York, then it is very important to specifically reach out to these markets in addition to any total market strategies that are in place. Similar to reaching out to the Hispanic market if your company does not have the ability to handle non English speakers, then the choice of language is made for you.  For those who have the resources and ability to engage specific segments in their language, then there are major benefits in doing so.  To learn more about your specific needs here are some additional resources.


Alcance Media Group: is a network that helps advertisers and their agencies reach important multicultural segments.

Multicultural Sports Fans

Do sports in the U.S. reflect the demographics of the United States?

In checking out some highlights from the NHL playoffs, I came across Hockey 101 by Snoop Dogg (aka Dogg Cherry) which brought to the forefront the question about African American viewership of the NHL.  In looking into this I found some interesting research by Demographic Partitions that was quite interesting and breaks down how different gender, race, and ethnic segments are represented in the fan base.

To some extent the community is reflected in the arenas for local sports teams.  However, this varies greatly depending on the sport, the team and other factors. While the sport itself  may fit traditional segment lines, there are numerous factors that can make a difference.

Some quick hits:

  • White/Caucasian fans:  NHL (92%) & NASCAR (94%)
  • Black/African American: NBA has more regular fans in this segment than White/Caucasian fans.
  • Hispanic: MLS has a strong following among the Hispanic market.
  • Gender: 37% of NASCAR fans who watched were female
  • Age: 63% of Golf fanbase is 55+ while the the youngest was soccer with 14% of fans for Real League Soccer falling in the 17 and under range.

For me, one of the more interesting factors to consider that was not touched on in this study has to do with how the fans of each team represent their community.   As a sports fan I have gone to many games and by just looking around noticed how the crowd may or may not represent their community.

  • Soccer in Northern California: you guessed it dominated by a Hispanic following.  From MLS to COPA AMERICA, to friendlies featuring Real Madrid, Manchester United and others  the latino population of the community dominates
  • San Jose Sharks (NHL): A hockey game in San Jose is actually one of the more diverse experiences with large representation of latino fans as well as Asian Indian fans in the mix due to the community.
  • Detroit RedWings (NHL): In a community that has a large African American population, my experience here is that this segment was under represented, which does reflect the overall NHL challenge.

There are numerous considerations behind the diversity of fan bases for teams. To be successful every team and league needs to continue the expansion of their fan bases to include all segments of their community.

2018 Diversity Calendar of Events

The United States is rich with diversity and if there was any question, just have a look at the diversity of our celebrations. From Martin Luther King day in January, Black History month in February, Asian-American and Pacific Islander Heritage month (May) to Hispanic Heritage month (September/October) to name just a few.

Have a look at the full break down from Diversity Best Practices and I’m sure you will find some that you weren’t even aware of (ex. Krishna Janmashtami…..will let you find that one in the list).

Here are some key ones that should be on the minds of  multicultural marketers.


January 15: Martin Luther King Day commemorates the birth of Martin Luther King, Jr., the recipient of the 1964 Nobel Peace Prize and an activist for non-violent social change until his assassination in 1968.

February is Black History Month in the United States and Canada.

February 9-25 Olympics PyeongChang:  OK, not an officially on diversity calendars, but is a celebration of diversity in athletics, athletes and cultures.

February 16: Lunar New Year, one of the most sacred of all traditional Chinese holidays, a time of family reunion and celebration. Lunar New Year is also celebrated at this time in Japan, Korea, Vietnam and Mongolia.

March is Women’s History Month.

May is Asian-American and Pacific Islander Heritage Month in the United States.

Ramadan (Muslim): May 15 – June15: Ramadan is the Islamic holiday that takes place during the 9th month of the Islamic lunar calendar.

June is Lesbian, Gay, Bisexual, and Transgender Pride Month.

2018 World Cup June 14-July 15, 2018

2018 FIFA World Cup

From September 15th to October 15th is Hispanic Heritage Month. This month corresponds with Mexican Independence Day,which is celebrated on September 16, and recognizes the revolution in 1810 that ended Spanish dictatorship.  For more information related to Hispanic Heritage Month visit Reach Hispanic.  For information related to advertising to this important segment visit Alcance Media Group.

Chinese: Mid-Autumn Festival: A celebration that begins on the 15th day of the 8th month on the Chinese lunar calendar.  For 2018 this will be September 22-24, 2018

November / December

Elections in the United States:  Of major importance to all multicultural segments in the United States and takes place and is theTuesday following the first Monday in November. It can fall on or between November 2 and November 8.  For 2018 the date is November 6, 2018.  More information at

Including the likes of Thanksgiving, Black Friday, Cyber Monday, Christmas and New Years this period is key for marketers.  After all it seems that Toyotathon is almost a national holiday.