Not brand new, but nevertheless very interesting data. All the way from 2007 comes this study done by interTrend Communications on Asian American consumer behavior.
Out of 1 380 surveyed Asian Americans (Chinese, Vetnamese, Korean, Filipino and Asian Indian) they found that 90% were online. 70% visited ethnic websites or portals which shows that the community behavior stretches onto the web as well. 80% preferred to be reached and targeted through in-language or bi-lingual advertising. At Joinville we are building a multicultural ad network as we’ve seen that the European communities have the same tendency to visit community sites in their new host country whilst speaking their native tongue. The collective feeling and the ability to share and receive information on the new country is essential for ethnic groups in the host country.
It’s an interesting read that covers consumer behavior in the retail, automotive, insurance and the telecom sector.
Source: interTrend Press Release.