Data Reveal What AANHPI Consumers Really Want & Need
Authors
The first-ever research panel designed to scientifically represent Asian American, Native Hawaiian, and Pacific Islander communities. Find out more.
May 2026
An Amplify AAPI survey reveals distinct patterns in how AANHPI adults make purchasing decisions, consume media, and adopt financial technology.
Despite representing a relatively small share of the U.S. population, the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) community is one of the fastest growing and most economically influential groups. Yet nationally representative data reflecting their unique experiences have been limited.
The Amplify AAPI Cross-Industry Report addresses this gap by delivering rigorously collected, nationally representative, and multilingual data focused specifically on AANHPI adults. Developed by NORC at the University of Chicago in partnership with AARP, Amplify AAPI is a research panel designed with scientific methods and surveys conducted in English, Mandarin, Cantonese, Korean, and Vietnamese to ensure accurate representation.
The insights in this report come from the Amplify AAPI Omnibus, a rigorously designed, multilingual survey of 1,026 AANHPI adults conducted May 6-10, 2024.
What makes these data especially powerful is their foundation: the Amplify AAPI panel, NORC’s probability‑based panel built specifically to reflect the full diversity of Asian American, Native Hawaiian, and Pacific Islander communities, including hard‑to‑reach and linguistically isolated households. Panelists are recruited using scientifically selected address‑based sampling and can participate online or by phone in the language they understand best. This ensures clarity and captures perspectives that English‑only surveys often miss.
To ensure the results mirror the AANHPI population in the United States, NORC uses a combination of probability sampling and statistical weighting across key demographics including age, gender, education, region, nativity, and Asian origin subgroup. Standard data‑quality checks remove unreliable responses so organizations can be confident that the findings rest on solid, trustworthy data. Because Amplify AAPI is a closed, secure panel, the survey also avoids bots and fraudulent respondents, further strengthening the accuracy and reliability of the insights.
The result is data that don’t just describe AANHPI communities but reflect them.
This comprehensive approach captures the full breadth of AANHPI consumer behaviors, media habits, and cultural nuances. Our report empowers organizations across industries to make informed decisions and develop strategies that truly resonate with these dynamic communities.
Data reveal distinct patterns in how AANHPI communities engage with media, retail, and financial services.
Actionable insights from the report span sectors including retail, media, financial services, and technology. These insights reveal unique behaviors and preferences within AANHPI populations. For example:
Media consumption: AANHPI adults are more likely than the general population to use online news platforms and podcasts to stay informed, highlighting evolving media habits and emerging opportunities for targeted content.
Retail behaviors: Two-thirds of AANHPI consumers reported using Amazon Prime in the previous six months, and 1 in 4 used their online Costco account weekly, both significantly higher than other U.S. adults. Additionally, AANHPI shoppers are more likely to shop on Amazon without a Prime membership, underscoring the variety within their shopping preferences.
Financial technology: Trust in financial apps is notably higher among AANHPI consumers, with only 7 percent uncomfortable using these apps due to security concerns—half the rate of the general population—revealing important opportunities for fintech engagement.
Quality data enable organizations to move beyond assumptions and engage authentically with AANHPI communities.
Having reliable and comprehensive data about AANHPI communities has been a longstanding need in the research and business worlds. This report provides a clear, data-driven foundation that enables organizations to understand these communities on their own terms. It’s a vital step toward greater visibility and meaningful engagement.
Without these insights, organizations risk making decisions based on incomplete or inaccurate assumptions. The Amplify AAPI Cross-Industry Report equips stakeholders with the data necessary to move beyond guesswork and to design experiences, products, and communications that genuinely resonate with AANHPI communities.
This is not simply about adding another data point. It is about recognizing and understanding the needs of a vital segment of the American population whose economic and cultural contributions are significant and growing. By making these insights available, we enable more precise and meaningful engagement, better serving both organizations and the communities they aim to reach.
The Amplify AAPI Cross-Industry Report is a foundational step toward more informed decision-making and a deeper understanding of one of America’s most important communities.
Methodology
A poll of 1,026 AANHPI adults nationwide was conducted between May 6-10, 2024, using the Amplify AAPI Omnibus, a multi-client survey using the Amplify AAPI panel, NORC’s probability-based panel that is designed scientifically represent Asian American, Native Hawaiian, and Pacific Islander communities. The margin of error is ±5.05 percentage points (pp) at the 95 percent confidence level, including the design effect. View the full methodology in the Transparency Report.
A second poll of 1,020 American adults was conducted between September 26-29, 2024, using the AmeriSpeak Omnibus, a bi-monthly multi-client survey using the AmeriSpeak panel, NORC’s probability-based panel that is designed to be representative of the U.S. household population. The margin of error is +/- 4.0 percentage points at the 95 percent confidence level, including the design effect. View the full methodology in the Transparency Report.
Findings are drawn from our Amplify AAPI and AmeriSpeak Omnibus surveys, which offer a streamlined, cost-effective solution for obtaining high-quality, nationally representative data. The Omnibuses provide a nationally representative snapshot of AANHPI and total U.S. adults, sourced directly from the Amplify AAPI and AmeriSpeak panels. Households are selected randomly through NORC’s National Sample Frame, known for its industry-leading coverage. This frame encompasses over 97 percent of U.S. households, ensuring that all segments are well represented. AmeriSpeak goes the extra mile in recruitment, using a combination of U.S. mail notifications, NORC telephone interviewers, and in-person field staff.
Get in touch with our team and find out how our Omnibuses—or any of our other survey options—can meet your research needs.
About the NORC Spotlight on Public Affairs
NORC at the University of Chicago’s Spotlight on Public Affairs is a series of quick-hitting national surveys and analyses on issues shaping civic life, governance, and public policy conducted using AmeriSpeak’s probability-based panels.
About NORC at the University of Chicago
NORC at the University of Chicago conducts research and analysis that decision-makers trust. As a nonpartisan research organization and a pioneer in measuring and understanding the world, we have studied almost every aspect of the human experience and every major news event for more than eight decades. Today, we partner with government, corporate, and nonprofit clients around the world to provide the objectivity and expertise necessary to inform the critical decisions facing society.
Contact: For more information, please email press@norc.org or call (877) 832-0392.
