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This report takes an in-depth look at Asian Americans, the fastest growing and most affluent ethnic segment in an increasingly diverse America. It includes a comprehensive analysis of key demographic features of Asian Americans, an assessment of the current size and projected growth of the market through 2004, and an analysis of shopping behavior and buying patterns. The report profiles the immigration patterns, geographic distribution, economic status, and social and cultural attributes of the main groups within the Asian American community. Discover why direct mail and telemarketing work well with Asian American households.

Additional Information

Scope and Methodology

Scope of Report

This report assesses the market represented by the Asian American population of the United States. Demographic data on Asian Americans are reported by the U.S. Census Bureau under the category entitled “Asians and Pacific Islanders (API).” This term refers to persons who identify themselves as having ethnic origins in “any of the original peoples of the Far East, Southeast Asia, the Indian Subcontinent, or the Pacific Islands.”

In the 1990 Census, Pacific Islanders accounted for approximately 5% of all individuals falling within the API classification, and Asians made up 95% of those within the API category. This Packaged Facts report focuses exclusively on Asians in America and highlights the ethnic groups that comprise the vast majority of the Asian American population: Chinese, Filipinos, Japanese, South Asians, Koreans, Vietnamese, and other Indochinese.

Methodology

The report is based on information collected through interviews with marketing and advertising executives as well as an extensive survey of published materials. These include data from the U.S. Census Bureau, National Telecommunications and Information Administration, and other federal government agencies. Other sources include a wide range of journals covering the demographic, marketing, and advertising fields, corporate and Asian American-oriented Web sites, and news reports on demographic, social, and economic trends within the Asian American community.

Categories Covered:

• Demographic Information
  • Population Growth
  • Regional Dispersion
  • Six Ethnic Sub-Groups (Chinese, Filipino, South Asian, Korean, Japanese, Vietnamese)
  • Social and Economic Characteristics of Each Subgroup
  • Immigration
  • Household Income
  • Religious/Political Affiliations
• The Market
  • Current and Projected Market Growth
  • Geographic Segmentation
  • Key Customer Segments
  • Factors Affecting Market Growth
• Consumer Behavior
• Perceived Importance of Price
• Emphasis on Quality of Service
• Family/Peer Influence
• ATM/Credit Card Activity
• Shopping Patterns (food, healthcare, etc.)
• Spending Trends
• Internet Expenditures

Marketing/Advertising/Promotional Strategies

• Language Issues
• Cultural Perceptions
• Emphasis on family ties, children, traditions

Highlights:

• Projected Asian American Population Growth to 2004
• U.S. Ethnic Mix: 1999 vs. 2008
• States with Largest Asian American Population
• Geographic Distribution of Asian American Population
• Median Household Income
• Projected Asian American Market Growth to 2004
• Percentage of U.S. Persons by Race Who Own a Computer

Sample Information Sources*:

• March 1998 Current Population Survey, U.S. Census Board
• Asian Media Reference Guide, 2000
• Luxe, Winter 1999
• Progressive Grocer, August 1999
• Goldsea.com, December 1999
• Amerasia Journal, 1999
• Children’s Business, July 1999
• Photo Marketing Association International, June 1999
• Debit Card News, May 1999
• Journal of American Ethnic History, Spring 1999
• Hollywood Reporter, April 1999
• Professional Builder, March 1999
• Wall Street Journal, March 1999
• National Telecommunications and Information Administration Survey, 1999
• Simmons Research
• Filipinas
• A. Magazine
• American Demographics
• Target Marketing
• Brandweek/Adweek/Advertising Age
• Interviewing Service of America/KTSF-TV (San Francisco)
• Americans’ Use of Time Surveys
• Hispanic and Asian Marketing Communication Research, Inc.
• Imada Wong Communications Group
• U.S. Small Business Administration
• Selig Center for Economic Growth
• New America Marketbasket Index
• Chinese New Home Buyer’s Guide

Hours of Research: 500

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