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| RUSSIAN AMERICAN MARKET |
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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.
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 health magazine. Combined with an inadequate supply of magazines/newspapers in the U.S. that capitalize on this market opportunity, the health magazine is well positioned to succeed in attracting extensive readership.
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 readership of in-language print media is among older and first generations. Higher usage of Internet and online media among the more acculturated and tech savvy younger generations. |
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The main cities of residence are:
- New York City
- Los Angeles
- Chicago
- San Diego
- San Francisco
- Seattle
- Detroit
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RUSSIAN AMERICANS’ PROFILE
- Over 5 million Russians live in the United States. Foreign born Russian population has grown almost 300% over the last decade
- Over 2.65 million 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
AMERICANS INTERESTED IN RUSSIA
Interest in Russia has always been great, particularly in:
- Rich culture
- Long history
- Political climate
- Industrial base
- The 70 years of isolation of the Soviet Union from the West created certain gaps in history that are now being uncovered
- Today’s Russian affairs are of interest to people who would like to know what to expect from this “unpredictable” country
- Russian World TV can provide English subtitles for some of its programs to make them “accessible” to the non-Russian speakers
- There is an estimated number of 200,000 Russian households in Northern California. It is estimated that 100,000 of them are located in Greater Sacramento and over 50,000 in San Francisco Bay Area.
- Slavic community has experienced a rapid economic growth in the past 10 years, resulting in 54 percent homeownership, with average income of $60,000 per household.
- Money flowing into US Slavic communities from Russia enables immigrants to consume, invest in businesses, commodities, houses in the USA. Over 40 percent of Russians are investors and business owners.
- Education is an important element for the Slavic community. Over 70 percent of professional Russians have advanced degrees in their professional field.
- Russian mentality makes them loyal customers with conservative buying habits. Russians do not take good service for granted. Russians trust and look for buying incentives – discounts, coupons and free extras. Russians have money to play with – cash on their accounts, not debts on credit cards.
- Russians trust community media, where Russian-American media is Number one.
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| Areas of the highest concentration
of the Russian-American population |
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