Understanding the aapi audience, with a focus on south asian adults

The objective of the study is to understand the Asian American and Pacific Islander (AAPI) audience, particularly South Asians in comparison to other Asian ethnic groups. The parameters

included in the analyses encompass health, financial, caregiving, and self and independent living issues. KEY FINDINGS The top health-related concerns for the AAPI audience are living a

healthy lifestyle, maintaining health, and staying mentally sharp. Their primary health conditions include high cholesterol, hypertension, and anxiety. Socially, they are concerned about

spending quality time with family members and having someone to rely on during emergencies. A significant share of the audience has provided unpaid care to a loved one, primarily for parents

or parents-in-law, in the past 12 months, and many of them report feeling overwhelmed by their caregiving responsibilities. Financially, the top concerns are protecting oneself from

consumer fraud, having enough retirement savings, and ensuring Social Security will be available in the future. While the majority feels a sense of belonging and acceptance in the U.S., some

individuals express concerns about their safety, experience feelings of invisibility or being ignored, and feel singled out or targeted because of their race. South Asians show lower

concern for mental sharpness, consumer fraud protection, and Social Security compared to other ethnic groups. A substantial share of South Asians report living comfortably, surpassing

Southeast Asians, but feel less acceptance and belonging in the U.S. South Asians prioritize special meals and healthy modifications more than Southeast Asians. METHODOLOGY NORC at the

University of Chicago collected the data through its monthly survey conducted in the AAPI panel, which is NORC’s probability panel for the AANHPI population and the sample source for this

report. It was an omnibus survey targeting AANHPI adults age 18 years or older, conducted from December 4 to December 18, 2023, with a sample size of 1,114 AAPI adults age 18 or older. For

more information, please contact Matrika Chapagain at [email protected]. For media inquiries, contact External Relations at [email protected].