The Russian speaking community, share a great deal more than a uniquely beautiful language - they share a love of beauty in other intangibles such as art, literature, and music - as well as tangibles such as homes, cars, and clothing.
Much like Americans in the 1950s and 1960s, immigrants from the Former Soviet Union (FSU) to the U.S. are extremely status conscious - no doubt a reflection of the lack of high quality consumer goods in the FSU and the novelty of material abundance in America. Opportunities that most Americans take for granted - the ability to own a home, to own the latest model of a car - were impossibility in Russia and the 14 former republics of the Soviet Union.
The incredible array of consumer choices, however, can be confusing - and word of mouth among the Russian speaking community is a significant deciding factor in purchases. Advertisers in Russian language media are viewed as friendly and supportive of their readers and audience.
Media subscription and readership among Russian Americans
- 31% read Russian print media, but do not subscribe to any
- 24% subscribe to Russian print media only
- 17% read American print media, but do not subscribe to any
- 10% subscribe to both American and Russian print media
- 9% subscribe to American print media only
- 5% read both American and Russian print media, but do not subscribe to either
- 4% do not read any print media
- These statistics indicate that Russian Americans prefer in-language print media
*All estimates are from Ethnic USA