Asian-Americans represent about 6% percent of the total U.S. population, up 59% since 2000. The 19 million strong and culturally diverse Asian-American community are driving some trends, according to the study. Online digital music is increasingly popular with Asian-Americans, according to a new Nielsen study.
Spotify Is The Winner
Asian-Americans tend to use both streaming music services specific to their native languages and mainstream sources, according to the study. Spotify, is almost twice as popular with Asian-Americans as it is with the total market, by a margin of 14.4% to 7.6%.
Differences also emerge in the devices that Asian-Americans use to access music.