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Latest Asian Americans Lead Digital Engagement and Cord Cutting, Says Nielsen

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Asian American households also spend significantly more time engaging digital devices, allotting 66 percent of their time on computers, smartphones and tablets, the highest ratio among all consumer segments.

Asian Americans as a group are also engaging with TV on more devices that require an internet connection, like Apple TV, Amazon Fire and Roku — 49 percent versus 44 percent of the total population.

Asian Americans also have an outsized presence in the video games industry, particularly in the world of esports, where prominent figures and influencers tend to be of Asian descent; AAPI households are 14 percent more likely to own a gaming console than the total population.

There are 23.1 million AAPIs living in the U.S.; Asian Americans are the fastest growing racial segment, growing 46 percent in the last 10 years.

As a group, the buying power of Asian Americans is projected to reach $1.6 trillion by 2024, according to Nielsen.

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