Amplify AAPI has released its latest Cross Industry Report, offering valuable insights into the brand preferences, media habits, and purchasing behaviors of AANHPI communities—compared to U.S. adults and other racial groups. Created by NORC at the University of Chicago with support from AARP, Amplify AAPI is the largest and most representative public opinion panel of Asian American, Native Hawaiian, and Pacific Islander communities.
Here are just a few insights from the latest data: https://amplifyaapi.norc.org
Automotive Brands
Of the top 10 brands that AANHPI community members own or lease, seven are Asian auto manufacturers; 3 in 10 said they own or lease a Toyota. AANHPI adults own or lease more Toyota and Honda vehicles than other U.S. adults do. Fewer own or lease Chevrolet and Ford vehicles.
Airlines
AANHPI communities say their favorite airlines are Delta and Southwest, followed by United Airlines.
Grocery Shopping
AANHPI community members say their favorite grocery store is Costco, followed by Trader Joe’s.
Streaming Services
Netflix and Prime Video are the clear favorites for streaming TV. Six in 10 AANHPI community members have subscriptions to the two services. Older AANHPI members—Boomers and members of the Silent Generation—are less likely to subscribe to Prime Video, Hulu, Max, and Apple TV+ than AANHPI Millennials. AANHPI adults subscribe to Disney+, Paramount+, and Peacock far less than other U.S. Adults overall.
Social Media Platforms
Sixty-six percent (66%) of AANHPI community members are on Facebook, and more than half are on Instagram. AANHPI communities use Snapchat less than other groups and use LinkedIn and WhatsApp much more than other groups. In fact, AANHPI communities use WhatsApp over twice as much as white U.S. adults. For AANHPI communities as a whole, Facebook is the most-used social media platform. Among Millennial AANHPIs, Instagram and LinkedIn are also popular.
Online Shopping
Over the last six months, two-thirds of AANHPI community members used Amazon Prime. About four in 10 used Costco, Walmart, and Target to shop online in the last six months. Over the last six months, AANHPI community members shopped online at Costco, Target, and Amazon (without Prime) more than U.S. adults as a whole.
News and Media
AANHPI community members stay informed about politics and current events through mainstream news outlets and social media. AANHPI adults use online news platforms and podcasts to stay informed, more so than other U.S adults.
Financial Apps
Zelle and PayPal are the most popular financial apps among AANHPI communities; seven in 10 foreign-born AANHPI individuals use Zelle.
