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Article: Native language usage among Asian Americans becoming more infrequent.(Asian Language And Media Preference)
- Article from:
- Marketing to the Emerging Majorities
- Article date:
- September 1, 2003
CopyrightCOPYRIGHT 2003 EPM Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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While 60% of Asian within the U.S. say they continue to speak at least some form of their native language, most of them are speaking it less and less frequently, according to Market Segment Research. For marketers, this means the need to run in-language advertising to effectively reach Asians may become less of a marketing imperative.
English is now the preferred language or spoken as much as a native language among more than three quarters of Asians. Almost four in 10 Asian Americans (39%) speak English exclusively, while 20% primarily speak English, and another 20% speak both their native language and English equally often.
The remaining Asian ...