NEW YORK, New York – Nielsen, a leading provider of information and insights into what consumers watch and buy, released a new report August 19 on how Asian Americans consume music and music brands.
“Listen Up: Music and Multicultural Consumer,” the latest report from the company’s Diverse Intelligent Series on multicultural consumers shows that 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.
Asian Americans, African-Americans and Hispanics account for 31 percent of the total spending on. On average, these multicultural consumers spend $7 more on music than the total market.
As early adopters of technology, Asian Americans are influencing how consumers are discovering new music, accessing 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.
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