BrandIQ Asian American Media Consumption Benchmark


Research to Look at Media Needs, Usage and Preferences of Growing U.S. Demographic

LOS ANGELES, CA – June 6, 2011 – BrandIQ (, a leading brand strategy research and innovation firm based in Los Angeles, has designed the BrandIQ Asian American Media Consumption Benchmark study launching mid-June 2011. As an established leader in Asian American research, BrandIQ’s syndicated study will paint a comprehensive picture of media consumption among the ethnically diverse Asian American community, one of the fastest-growing segments of increasing buying power in the United States. The study will identify and define new opportunities especially for marketers.

“It is said that in every decade a new generation brings forth a big change. In the next 40 years, the U.S. population will expand by one hundred million people including 20 million highly-educated, high-income Asian Americans,” said Mike Murphy, CEO, BrandIQ. “BrandIQ will continue to lead in the marketing research industry by being the only brand strategy, research and innovation firm that will help marketers, their advertising partners and media companies understand how to better attract and engage this important audience.”

The Benchmark will also study Asian Americans’ involvement in six prominent vertical markets: consumer banking, personal computers and television, mobile phone and service providers, video game systems, and fast food.

“Asian Americans are the most upscale demographic in the country. They are also the most misunderstood, as programmers and marketers have struggled to fully tap into their $550 billion of annual buying power,” said Adam Ware, acting president and CEO of Mnet. “This study will be the first of its kind, and will paint the clearest picture of the Asian American audience to date.”

In late June, the study will survey 2,000 first, second, and third-generation Asian Americans ages 16-59 – comprised of self-identified Chinese, Filipino, Indian, Korean and Vietnamese Americans. The research will be fielded mid-June, online and in six languages. The study will include several key markets representing 70% of the Asian American population in the United States.