Central Desi - Audience Research Playbook

Summary Report

Audience Research

Questions + Hypotheses

Focus Group Interviews

Survey

Project Task List

Idea Parking Lot

Explore

Audience Research

South Asian audience research

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https://www.api-gbv.org/resources/a-report-on-the-state-of-asian-americans-in-new-jersey/⁠

⁠

Newsletter Engagement

Open rate: 48.5%

Common range is 20 - 50%

Click rate: 4.7%

Common range is 2-5%

Content Review:

Highest Open Rate:

NJ schools are adding Asian narratives to history curriculum⁠

[September 30, 2022 10:17 AM]

272 [sent] →71% [open rate] →5.7% [click rate]

Lowest Open Rate:

What we have in store for 2024⁠

[December 29, 2023 12:06 PM]

1,496→30.1%→4.2%

Highest Click Rate:

We're hiring fellows! Help spread the word⁠

[September 6, 2023 5:17 PM]

729→55.3%→7.7%

Lowest Click Rate:

Happy Thanksgiving, Desi style.⁠

[November 24, 2023 12:39 PM]

731→42.7%→1.6%

Demographic Research

Overall Population:

Size: 4.6% of New Jersey's population identifies as South Asian, the highest percentage in the US. Population that identifies as Asian Indian is 432,883

Origin: India is the largest source country, followed by Pakistan, Bangladesh, and Sri Lanka.

Age Distribution:

Median age: Around 35 years old, indicating a relatively young population.

Distribution: About 32% of Asian Indians (a large portion of South Asians in NJ) in the U.S. are under age 30. Around 16% are 30-49 years old, 34% are 50-69 years old, and 18% are over 70.

Education Level:

Highly educated: Among 25-and-older Asian Indians nationwide, 88% have at least a bachelor's degree and 57% hold a postgraduate degree.

Professionals: Many work in STEM fields like medicine, engineering, and technology.

Occupations:

Diverse: Many Asian Indians work in science, technology, engineering and math (STEM) fields. Popular occupations include computer science, medicine, finance, academia, and management.

Self-employed: A significant portion are self-employed or run family businesses.

Income:

Overall: Median income among Asian Indian immigrant households in the U.S. is $133,549 which is more than double the national median household income.

Regional Distribution:

Concentrated: Most South Asians reside in central New Jersey counties like Middlesex, Bergen, Morris, Somerset, and Hudson. Middlesex County, NJ has the highest concentration of Asian Indians at 29.4% of the county's total population.

Suburban: Many live in suburban communities with large South Asian populations offering cultural vibrancy and support networks.

News Consumption Patterns:

Multilingual: They consume news in both English and their native languages like Hindi, Telugu, Gujarati, etc.

Growing influence: South Asian media outlets are increasingly popular, catering to specific interests and news perspectives.

Additional Resources:

Indian American Impact:

https://iaimpact.org/⁠

⁠

SAALT NJ Issue Briefs:

https://saalt.org/resources/resources-factsheets/⁠

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New Jersey - U.S. Census Bureau QuickFacts:

https://www.census.gov/data⁠

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