US Regional Radio Advertising Market Area
RUSSIAN AMERICAN MARKET
The Russian speaking American market is characterized by a large, rapidly growing, and well educated base of US-Russian citizens, permanent and temporary residents who are particularly fond of reading. The Russian born population represents the second largest segment after Mexican born at 10.4 percent of 28.4 million foreign born Americans and shares various favorable characteristics. The Russian American population is estimated at approximately 5.1 million people and people with Russian as a second language is estimated 2.5 million.
The Russian born population has a substantially higher per capita income and a higher level of wealth, is better educated, and is older in age, making it a very attractive segment for any media advertising. Combined with an inadequate supply of magazines/newspapers in the U.S. that capitalize on this market opportunity, the IBG is well positioned to succeed in attracting this market segment.
Russian speaking population includes: Russian, Ukrainian, Belarusian, Lithuanian, and other Russian-speaking immigrants fro former Soviet Union republics.
Russian is the third most spoken language after English and Spanish in New York metropolitan area.
Education - Earlier Russian immigrants were void of the higher education that the later Russian immigrants brought with them. Though today, education is a cultural priority. At least 96.3% of Russian Americans have attained a high school diploma and 53% have attained a bachelor’s degree or higher.
Profession - The most recent Russian American immigrants brought with them a higher level of education and though they originally took their places in the labor force, most now have taken their place amongst the highly educated work force (professors, engineers, economist, etc.). About 70% of Russian-speaking individuals are occupied in management, sales, medicine, and education. Many have a career in high tech and computer industries. Some have devoted themselves to video production, creating feature and animated movies and documentaries.
Income - More than 55% of the Russian speaking families living in the U.S. have an annual income of about $55,000. Many Russian Americans are stocks, bonds or other investment instruments holders. Russian American annual buying power approaching $50 Billion.
Age - Most Russian speakers are bilingual but generally prefer to speak their native language at home, and turn to Russian-language media for the latest news and information. Higher usage of Internet and online media among the more acculturated and tech savvy younger generations.
Religion breakdown - Eastern Orthodox, Atheism, Judaism. Religion, which motivated many Russians to emigrate, has also played an important role in maintaining Russian communities in the United States. In addition to Russian Jews, The Orthodox Church provides a central focus for community life and encourages the preservation of the Russian culture and language in the United States.
(Sources: Census2000, ethnic USA)
RUSSIAN AMERICANS’ PROFILE
- Over 7.5 million of Russian-speaking immigrants from the former Soviet republics in the United States. Foreign born Russian population has grown almost 300% over the last decade.
- Over 2.65 Americans claim Russian ancestry.
- Only well-off educated people with valuable skills could afford to make the trip.
- Over 50% of Russian-language households have average annual income from $55,000 and more.