LOS ANGELES - Technology-savvy and highly engaged on social media, Asian Americans may be one of the most influential demographics when it comes to shaping entertainment trends in the United States and, by extension, the world.

This is according to data collected by Nielsen, the global media and consumer analytics firm. And its vice-president of strategic community alliances, Mariko Carpenter, broke down some of its more interesting findings in a recent chat with The Straits Times.