MarketingVOX: While on average it spends twice as much on cable and satellite TV, the South Asian population also has a strong interest in online content from the channels they pay for, such as HBO, according to a survey by Global Advertising Strategies, reports AdWeek.
Other findings suggest South Asian Americans — those with roots in India, Bangladesh, Pakistan, Burma, Sri Lanka and Bhutan — prefer the web over any other channel.
Some 58 percent surveyed watch South Asian programs online, while 55 percent prefer the web over any other source. 32 percent picked TV as their primary source, while only 13 percent chose print media.
Overall, 77 percent read both American and South Asian media outlets online, and when making purchasing decisions, they claim to use “common sense” and “practicality” instead of emotion.
South Asian Americans are a booming demographic. According to the U.S. Census, the South Asian population exploded 188 percent from 1990 to 2000, reaching over 1.9 million people in the States.
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