The U.S. Asian American Market

Mar 1, 2002
318 Pages - Pub ID: LA688948
Attention: There is an updated edition available for this report.
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  1. Executive summary
    Introduction
    • Background
    • Overview of Report

    Scope and Methodology
    • "Asian" and "Asian American" Defined
    • Asian American Market Defined
    • Methodology

    Demographic Overview
    • Asian Population Grew Nearly 50%
    • Asian Population Underwent Major Changes during 1990s
    • Majority of Asian Americans Are Foreign-Born
    • Only Small Minority of Asian Americans Lacks English-Language Facility
    • Residential Patterns Differ Across Asian Subgroups
    • Extended Families More Common in Asian Households
    • Four of Five Asian Kids Live with Two Parents
    • Asian Americans Have Highest Mean Income
    • Asian Population Has More High-Income Workers
    • Asians Have Highest Household Income
    • Asian Americans Have More High-Income Households
    • More than 40% of Asian Workers Are Managers and Professionals
    • Nearly Half of Asian Americans Have Bachelor’s Degree or More

    Survey of the Asian American Market
    • Asian American Markets outside the West Gain in Importance
    • Composition of Asian American Markets Varies Widely
    • Asian Americans Have Above-Average Share of Multicultural Buying Power
    • Married-Couple Households Are Primary Consumer Unit
    • Chinese and Asian Indians Have Most Economic Influence
    • Asian American Market Will Reach $347.5 Billion in 2006

    Consumer Behavior
    • Asian Americans More Receptive to Advertising
    • Asian Americans Favor Department Stores
    • Asian Americans Prefer to Buy New Cars
    • Asian Americans Leading Buyers of Home Electronics
    • Asian Americans Spend More on Groceries
    • Asian Americans Spend the Most When They Travel
    • Asian Americans Frequent Foreign Travelers and Heavy International Callers
    • Asian Americans Heaviest Users of Internet

    Media
    • Most Asian Americans Depend on In-Language Media
    • Asian Americans Most Likely to Turn to Internet for Daily News
    • In-Language Newspapers Show Rapid Growth
    • Asian American Radio Grew with Asian Population during 1990s

    Marketing, Promotional, and Advertising Strategies
    • Complexity of Asian American Market Poses Challenge to Marketers
    • In-Language Communication Still Seen as Vital Marketing Tool
    • Ads Need to Reflect Asian Cultural Context
    • AT&T Continues Asian American Marketing Strategy
    • Investment Firms Look to Asian Americans
    • Sears Connects with Asian American Community

    The South Asian Segment of the Asian American Market
    • South Asian Population Shows Most Growth
    • Hi-Tech Boom Fuels Asian Indian Population Growth
    • Northeast Most Popular Region for Asian Indians
    • Asian Indians More Suburban than Other Asians

    The Chinese Segment of the Asian American Market
    • Chinese Are Largest Asian Group in the United States
    • Nearly Half of Chinese Live in West
    • Half of Chinese Live in Central Cities
    • New York Is Largest Chinese Market

    Other Segments of the Asian American Market
    • Filipino Population Grew More Slowly than Average
    • Two of Three Filipinos Live in the West
    • Filipinos More Suburban than Average Asian
    • Filipinos Most Prominent in California and Hawaii
    • Los Angeles Tops List of Leading Filipino Markets
    • Vietnamese Population Grew at High Rate
    • South Attracts Many Vietnamese
    • Vietnamese Less Suburban than Average
    • Texas Has Substantial Vietnamese Population
    • California Contains Largest Vietnamese Markets
    • Korean Population Growth below Average
    • Korean Population More Evenly Distributed
    • Koreans Favor the Suburbs
    • Korean Population in California Remains Largest
    • Los Angeles and New York Are Largest Korean Markets
    • Japanese Population in United States Declines
    • Most Japanese Live in the West
    • Japanese Population Includes Significant Rural Element
    • Japanese Profile Highest in Hawaii
    • Honolulu Is Largest Market for Japanese
  2. Demographic overview of the Asian american population
    Market Definition
    • "Asian" and "Asian American" Defined
    • Race Categories of Census 2000 Create Many Issues
    • Asian American Population Has Multiracial Component
    • Asian American Market Defined More Narrowly than Asian American Population
    • Census Data Sources Listed

    Population Size and Growth
    • Asian Population Grew Nearly 50%
    • Table 2-1: Total U.S. and Asian American Populations: 1990 vs. 2000
    • Asian Share of U.S. Population Increased
    • Table 2-2: Racial Groups as Percent of Total U.S. Population, 1990 vs. 2000
    • Table 2-3: Hispanics and Non-Hispanics as Percent of Total U.S. Population, 1990 vs. 2000
    • Nearly 1.7 Million Multiracial People Include Asian in Their Identity
    • Table 2-4: Asian American Population: by Race Category, 2000
    • Asians More Likely than Whites and Blacks to Identify as Multiracial
    • Table 2-5: Percent of People Reporting One Race Alone: by Race Category, 2000
    • Asian Americans Expected to Total 12.4 Million in 2006
    • Table 2-6: Percent of People Reporting One Race Alone: by Race Category, 2000-2006

    Overview of Asian Subgroups
    • Chinese Are Largest Asian Group
    • Table 2-7: Asian American Population: by Subgroup, 2000
    • Asian Population Highly Diverse
    • Table 2-8: "Other Asian" Population: by Subgroup, 2000
    • Multiracial Identity Varies Across Subgroups
    • Table 2-9: Percent of People Reporting One Race Alone: by Asian Subgroup, 2000
    • Asian Population Underwent Major Changes during 1990s
    • Table 2-10: Growth in Population of Asian Subgroups, 1990 vs. 2000
    • Table 2-11: Growth in Asian American Population: by Subgroup, 1990-2000

    Immigration Trends
    • More than 2 Million Asian Immigrants Arrived in the United States in the 1990s
    • Table 2-12: Immigration from Asian Countries: by Country, 1971-1980, 1981-1990, 1991-1998
    • Majority of Asian Americans Are Foreign-Born
    • Table 2-13: Foreign-Born vs. Native-Born Populations: Asian Americans vs. Other Population Groups, 2000
    • Foreign-Born Asians More Likely to Become U.S. Citizens
    • Table 2-14: Citizenship Status of Foreign-Born Population: Asian Americans vs. Other Population Groups: by Year of Entry, 2000

    Language
    • Most Asian Americans Speak Native Language at Home but Only Small Minority Lacks English-Language Facility
    • Table 2-15: English Proficiency of Asian Americans 5 Years and Over
    • Older Asian Americans Least Likely to Speak English
    • Table 2-16: English Proficiency of Asian Americans 5 Years and Over: by Age Group, 2000
    • Most Asian Americans Are Language Acculturated
    • Table 2-17: Language Acculturated Asian Americans 5 Years and Over: by Age Group, 2000
    • Most Asian Americans Use English outside the Home
    • Table 2-18: Bilingual Asian Americans 5 Years and Over: by Age Group, 2000
    • Use of English Varies Across Asian Subgroups
    • Research Indicates Many Asian Americans More Comfortable in Native Language

    Geographic Distribution
    • Asian Population Concentrated in Western Region
    • Table 2-19: Asian American Population: by Region of Residence, 2000
    • Regional Location of Asian Subgroups Varies Significantly
    • Table 2-20: Asian American Population: by Subgroup and Region of Residence, 2000
    • Most Asian Americans Live in the Suburbs
    • Table 2-21: Asian American Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Asian Indians Are Most Suburban Asian Americans
    • Table 2-22: Asian American Subgroups: Percent Living in Metropolitan vs. Non-Metropolitan Areas, 2000
    • California and New York Claim Nearly Half of Asian American Population
    • Table 2-23: States with Largest Asian American Populations, 2000
    • One in Ten Californians Is Asian
    • Table 2-24: States with Highest Percent of Asian Americans, 2000
    • Asian Population Shifted from the West in 1990s
    • Table 2-25: Asian American Population: by Percent of Total Population in Region of Residence, 1990 vs. 2000
    • Asian Population of the South Shows Highest Growth Rate
    • Table 2-26: Growth in Asian American Population: by Region, 1990-2000
    • Most Growth Occurred in States with Large Asian Populations
    • Table 2-27: States with Largest Growth in Asian American Populations, 1990 vs. 2000
    • But Fastest-Growing Asian Populations Lie outside Traditional Asian Areas
    • Table 2-28: States with Fastest Growing Asian American Populations, 2000
    • Multiracial Asians More Likely to Live in the West and South
    • Table 2-29: Self-Identified Multiracial Asian Americans: by Region of Residence, 2000
    • Multiracial Asians Live in States with Small Asian Populations
    • Table 2-30: States with Highest Percent of Self-Identified Multiracial People in Asian American Population
    • States with Large Asian Populations Have Lower Percent of Multiracial Asians
    • Table 2-31: States with Lowest Percent of Self-Identified Multiracial People in Asian American Population

    Age and Gender
    • Asians Younger than Average
    • Table 2-32: Median Age: Asian Americans vs. Other Population Groups
    • Table 2-33: Percent of Population Under Age 18: Asian Americans vs. Other Population Groups
    • Asian American Age Structure Differs from Other Major Ethnic Groups
    • Table 2-34: Population by Age Group: Asian Americans vs. Other Population Groups, 2000
    • Asian Population Has More Females than Non-Hispanic White Population
    • Table 2-35: Population by Gender: African Americans vs. Other Population Groups, 2000

    Marriage and Family
    • Asian Population Includes More Single Adults than Non-Hispanic White Population
    • Table 2-36: Marital Status of the Population 15 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Table 2-37: Marital Status of the Population 15 Years and Over: Asian American Males vs. Other Males, 2000
    • Table 2-38: Marital Status of the Population 15 Years and Over: Asian American Females vs. Other Females, 2000
    • Married Asian Women Similar to Non-Hispanic White Women in Childbearing Patterns
    • Table 2-39: Distribution of 15- to 44-Year-Old Women: by Marital Class, Number of Children Ever Born, Age, Race, and Hispanic Origin, 2000
    • Asian Households Larger than Average
    • Table 2-40: Average Household Size: Asian Americans vs. Other Population Groups
    • Larger Family Households Predominate
    • Table 2-41: Household Type by Household Size: Asian Americans vs. Other Population Groups, 2000
    • Extended Families More Common in Asian Households
    • Table 2-42: Persons Living in Family Households: by Relationship: Asian Americans vs. Other Population Groups, 2000
    • Married Couples Tend to Have Children
    • Table 2-43: Married-Couple Families: by Presence and Age of Own Children: Asian Americans vs. Other Population Groups, 2000
    • Single Parents Least Prevalent among Asian Americans
    • Table 2-44: Households with Own Children under 18 Years: by Household Type: Asian Americans vs. Other Population Groups, 2000
    • Four of Five Asian Kids Live with Two Parents
    • Table 2-45: Children under 18 Years of Age Living in Families: by Type of Family: Asian Americans vs. Other Population Groups, 2000
    • Older Asians Most Likely to Live with Their Children
    • Table 2-46: Relationship of Population 65 Years of Age and Older: by Household Type: Asian Americans vs. Other Population Groups
    • Table 2-46: Relationship of Population 65 Years of Age and Older: by Household Type: Asian Americans vs. Other Population Groups, 2000
    • Solo Asian Americans Less Common
    • Table 2-47: Persons Living Alone in Nonfamily Households: Asian Americans vs. Other Population Groups, 2000
    • Single Asians More Likely to Have Roommates and Less Likely to Live with Unmarried Partner
    • Table 2-48: Nonfamily Household Population: Relatives vs. Nonrelatives: Asian Americans vs. Other Population Groups, 2000

    Economic Status
    • Asian American Per Capita Income Topped $22,000 in 2000
    • Table 2-49: Per Capita Income: Asian Americans vs. Other Population Groups, 1993 vs. 2000
    • Asian Americans Have Highest Mean Income
    • Table 2-50: Mean Income of People 15 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Asian Population Has More High-Income Workers
    • Table 2-51: Earnings of Full-Time, Year-Round Workers 15 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Asian Women Lead the Way
    • Table 2-52: Earnings of Full-Time, Year-Round Male Workers 15 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Table 2-53: Earnings of Full-Time, Year-Round Female Workers 15 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Asians Have Highest Household Income
    • Table 2-54: Mean Household Income: by Household Type: Asian Americans vs. Other Population Groups, 2000
    • Table 2-55: Percent Difference between Mean Household Incomes: Asian Americans vs. Other Population Groups, 2000
    • Table 2-56: Total Money Income per Household Member: Asian Americans vs. Other Population Groups, 1992-2000
    • Asian Americans Have More High-Income Households
    • Table 2-57: Total Money Income of Households: Asian Americans vs. Other Population Groups, 2000
    • Asian Families Especially Well Off
    • Table 2-58: Total Money Income of Families: Asian Americans vs. Other Population Groups, 2000

    Homeownership
    • Most Asians Live in Own Homes
    • Table 2-59: Population by Household Tenure: Asian Americans vs. Other Population Groups, 2000
    • Table 2-60: Population by Household Tenure: Asian Americans vs. Other Population Groups, 2000
    • Asian Owner-Occupied Households among the Largest
    • Table 2-61: Average Household Size by Household Tenure: Asian Americans vs. Other Population Groups, 2000
    • Table 2-62: Owner Occupied Households by Size of Household: Asian Americans vs. Other Population Groups, 2000
    • Table 2-63: Renter Occupied Households by Size of Household: Asian Americans vs. Other Population Groups, 2000
    • Asian Homeowners Younger than Non-Hispanic Whites
    • Table 2-64: Owner Occupied Households by Age of Householder: Asian Americans vs. Other Population Groups, 2000
    • Table 2-65: Renter Occupied Households by Age of Householder: Asian Americans vs. Other Population Groups, 2000

    Employment and Occupational Status
    • More than 40% of Asian Workers Are Managers and Professionals
    • Table 2-66: Occupation of the Employed Civilian Population 16 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • II. Demographic overview of the Asian american population [cont.]
    • Both Asian Men and Women Lead in Executive and Professional Employment
    • Table 2-67: Occupation of Employed Civilian Males 16 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Table 2-68: Occupation of Employed Civilian Females 16 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Asians Hold Most Visas for High-Tech Employment
    • Table 2-69: H-1B Visa Holders by Country of Birth, October 1999 to February 2000
    • Self-Employment Major Component of Asian American Economic Profile
    • Table 2-70: Asian- and Pacific-Islander Owned Firms: by Receipts Size of Firm, 1997
    • Table 2-71: Asian-Owned Firms: by Legal Form of Organization and Paid Employees, 1997
    • Table 2-72: Asian-Owned Firms: by Industry Group, 1997
    • Chinese Have Largest Share of Asian-Owned Firms
    • Table 2-73: Asian-Owned Firms: by Ethnicity and Paid Employees, 1997
    • Asian Indian Firms Most Likely to Have Paid Employees
    • Table 2-74: Asian-Owned Firms: by Ethnicity and % with Paid Employees, 1997

    Educational Attainment
    • Nearly Half of Asian Americans Have Bachelor’s Degree or More
    • Table 2-75: Educational Attainment of the Population 25 Years and Over: Asian Americans vs. Other Population Groups, 2000
    • Asians Twice as Likely to Enroll in College
    • Table 2-76: Full-Time College Enrollment of the Population 15 Years and Over: Asian Americans vs. Other Population Groups, 2000

    Health Status
    • Heart Disease Affects Asians Less
    • Table 2-77: Death Rates from Coronary Heart Disease and Stroke: Asian Americans vs. Other Population Groups, 1998
    • Infant Mortality Lowest
    • Table 2-78: Infant Mortality Rates: Asian Americans vs. Other Population Groups, 1998
    • But Other Aspects of Asian American Health Profile Less Positive
    • Asians Less Likely than Whites to Have Health Insurance
    • Table 2-79: Percent of Population without Health Insurance Coverage: Asian Americans vs. Other Population Groups, 1998-1999
    • Asian Americans May Integrate Western and Asian Medical Health-Care Traditions

    Political and Social Values
    • Majority of Asian Americans Espouse Moderate or Liberal Views
    • Table 2-80: Political Views: Asian Americans vs. Other Population Groups, 2001
    • Table 2-81: Party Identification: Asian Americans vs. Other Population Groups, 2001
    • Table 2-82: Voting Behavior: Asian Americans vs. Other Population Groups, 2001
    • Common Values Bind Many Asian Americans
    • Christianity More Common than in Asia
    • Table 2-83: Religious Preferences: Asian Americans vs. Other Population Groups, 2001
  3. Survey of the Asian American Market
    Leading Asian American Markets
    • California Metro Areas Remain Largest Asian American Markets
    • Table 3-1: Metropolitan Areas with Largest Asian American Populations, 2000
    • But Markets in Other Regions Gain in Importance
    • Table 3-2: DMAs with Largest Asian American Populations, 2000
    • Composition of Asian American Markets Varies Widely
    • Table 3-3: DMAs with Largest Asian American Populations: by Asian Subgroup, 2000
    • Some Asian American Markets More Diverse than Others
    • Table 3-4: DMAs with Largest Asian American Populations: by Top 3 Subgroups, 2000

    Market Trends
    • Asian Consumers Now in Many More Areas in the United States
    • Changes in Immigration Patterns May Impact Asian American Population
    • High-Tech Slowdown Fails to Affect Influx of Asian Hi-Tech Workers
    • Interracial Marriage Key Variable in Asian American Market

    Size and Growth of the Asian American Market
    • Buying Power Used to Measure Asian American Market
    • Buying Power of Asian Americans Totals $246.3 Billion
    • Asian Americans Have Above-Average Share of Multicultural Buying Power
    • Table 3-5: Buying Power: Asian Americans vs. Other Minority Groups, 2001
    • Married-Couple Households Are Primary Consumer Unit
    • Table 3-6: Buying Power of Asian American Households: by Household Type, 2000
    • Table 3-7: Percent of Aggregate Household Income: by Household Type: Asian vs. Non-Asian, 2000
    • Chinese and Asian Indians Have Most Economic Influence
    • Table 3-8: Buying Power of Asian American Subgroups, 2000
    • Asian American Market Will Reach $347.5 Billion in 2006
    • Table 3-9: Projected Growth in Buying Power of Asian Americans, 2001-2006
  4. Consumer Behavior
    Introduction
    • Asian American Consumer Research Has Limitations
    • Asian American Consumer Data Sources Reviewed

    Shopping Behavior and Buying Style
    • Status Key Factor in Asian Consumer Behavior
    • Table 4-1: Approval-Seeking Buying: Asians vs. Non-Hispanic Whites, Spring 2001
    • Impulse Shopping Less Common
    • Table 4-2: Spur-of-the-Moment Buying: Asians vs. Non-Hispanic Whites, Spring 2001
    • Children Play Key Role in Family Consumer Behavior
    • Table 4-3: Influence of Kids on Family Buying Decisions: Asians vs. Non- Hispanic Whites, Spring 2001
    • Asian Americans More Receptive to Advertising
    • Table 4-4: Attitudes toward Advertising: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Favor Department Stores

    Asian American Consumer Focus: Computers and Electronics
    • Asian Households Are Most Computer-Centered
    • Table 4-5: Percent of U.S. Households with a Computer: by Race and Hispanic Origin, December 1998 vs. August 2000
    • Table 4-6: Ownership and Use of Household Computers: Asians vs. Non- Hispanic Whites, Spring 2001
    • Asian Americans Leading Buyers of Home Electronics
    • Table 4-7: Ownership of Electronics Equipment: Asians vs. Non-Hispanic Whites, Spring 2001
    • Table 4-8: Purchase of Telephone Equipment: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Are Careful Buyers of Electronics Equipment
    • Table 4-9: Electronics Equipment Purchasing Decisions: Asians vs. Non- Hispanic Whites, Spring 2001

    Asian American Consumer Focus: Financial Services
    • Asian American Banking Habits Differ
    • Table 4-10: Banking and Investments: Asians vs. Non-Hispanic Whites, Spring 2001
    • Table 4-11: Loans: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Use ATM Cards Heavily
    • Table 4-12: Use of ATM Cards: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Asian Americans Favor 401k Plans
    • Table 4-13: Retirement Plans: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Heavy Stock Traders
    • Universal Life Policies Favored
    • Table 4-14: Life Insurance: Asians vs. Non-Hispanic Whites, Spring 2001

    Asian American Consumer Focus: Food and Beverages
    • Asian Americans Spend More on Groceries
    • Table 4-15: Food Shopping Patterns: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Research Suggests Varying Effects of Acculturation on Diet
    • Fast-Food Consumption Seen on the Rise
    • Table 4-16: Use of Restaurants: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Bottled Water Top Choice of Asian Americans
    • Table 4-17: Use of Soft Drinks: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Cognac Leads among Alcoholic Beverages
    • Table 4-18: Use of Alcoholic Beverages: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Prefer Imported Beer and Wines
    • Table 4-19: Use of Beer and Wine: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001

    Asian American Consumer Focus: Personal Care
    • Asian American Women Differ in Use of Makeup
    • Table 4-20: Use of Cosmetics: Asian Women vs. Non-Hispanic White Women, Spring 2001
    • Use of Dental-Care Products Similar
    • Table 4-21: Use of Dental-Care Products: Asian Men and Women vs. Non- Hispanic White Men and Women, Spring 2001
    • Asian American Men Use More Hair Conditioners and Styling Creams
    • Table 4-22: Use of Hair-Care Products: Asian Men and Women vs. Non Hispanic White Men and Women, Spring 2001
    • Shaving Products Used More Sparingly
    • Table 4-23: Use of Shaving Products: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • Asian American Women Use More Facial Creams and Moisturizers
    • Table 4-24: Use of Skin-Care Products: Asian Men and Women vs. Non- Hispanic White Men and Women, Spring 2001
    • Deodorants Used Less
    • Table 4-25: Use of Deodorants and Antiperspirants: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001

    Asian American Consumer Focus: Travel
    • Asian Americans Frequent Foreign Travelers
    • Table 4-26: Number of Number of Foreign and Domestic Trips: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian Americans Spend the Most When They Travel
    • Theme Parks Rated Highly
    • Table 4-27: Travel Activities: Asians vs. Non-Hispanic Whites, Spring 2001

    Asian American Consumer Focus: Other Industries
    • Asian Americans Prefer to Buy New Cars
    • Table 4-28: Ownership/Leasing of Automobiles: Asian Men and Women vs. Non-Hispanic White Men and Women, Spring 2001
    • International Phone Calls Account for Major Share of Telecommunications Expenditures
    • Table 4-29: Long Distance Telephone Calls: Asians vs. Non-Hispanic Whites, Spring 2001

    Asian Americans and the Internet
    • Asian American Households Most Connected to Internet
    • Table 4-30: Computer Use from Any Location by Individuals Age 3 and Over: Asian Americans vs. Other Population Groups, September 2001
    • Table 4-31: Percentage of U.S. Households with Internet Access: by Race and Hispanic Origin, December 1998 vs. August 2000
    • More Asian Americans Use the Internet than Other Population Groups
    • Table 4-32: Internet Use from Any Location by Individuals Age 3 and Over: Asian Americans vs. Other Population Groups, September 2001
    • Asian American Online Population Younger than Average
    • Table 4-33: Internet Use: Asian Americans vs. All People: by Age Group, August 2000
    • Asian Americans Heaviest Users of Internet
    • Table 4-34: Use of Online Services: by Frequency of Use: Asians vs. Non- Hispanic Whites, Spring 2001
    • Asian Americans Likely to Buy Online
    • Table 4-35: Use of the Internet: by Type of Use: Asian Americans vs. Other Population Groups, September 2001
    • Table 4-36: Use of Online Services: by Type of Use: Asians vs. Non-Hispanic Whites, Spring 2001
  5. Media
    Overview
    • Most Asian Americans Depend on In-Language Media
    • Preferences for In-Language Media Vary across Subgroups
    • Asian Americans Most Likely to Turn to Internet for Daily News
    • Table 5-1: Percent of Internet Users Using the Internet for News/Weather/Sports: Asian Americans vs. Other Population Groups, September 2001

    Print
    • Asian Americans Place High Value on Magazines
    • Table 5-2: Attitudes toward Magazines: Asians vs. Non-Hispanic Whites, Spring 2001
    • In-Language Newspapers Show Rapid Growth
    • Print Media Target South Asian Business Community and Consumers
    • Asian Week Offers Pan-Ethnic News
    • KoreAm Journal Serves Korean American Community
    • Filipinas Magazine Committed to Filipino Americans
    • aMagazine Appeals to Young, Educated, Affluent Asian Americans
    • YOLK Magazine Focuses on Asian American Pop Culture

    Television
    • Asian Americans More Likely to Turn to TV for Entertainment
    • Table 5-3: Attitudes toward Television Programming: Asians vs. Non-Hispanic Whites, Spring 2001
    • TV Advertising Holds Interest of Asian Americans
    • Table 5-4: Attitudes toward Television Advertising: Non-Asians vs. Non- Hispanic Whites, Spring 2001
    • TV Networks Reach South Asian Community
    • The Filipino Channel Caters to Filipino Community
    • International Channel Network Delivers Multicultural Cable Television
    • The Korean Channel Serves New York’s Korean American Community
    • California Stations are Leaders in Multicultural Television

    Radio
    • Radio Used More for Entertainment, Less for News
    • Table 5-5: Attitudes toward Radio: Asians vs. Non-Hispanic Whites, Spring 2001
    • Asian American Radio Grew with Asian Population during 1990s
    • New Radio Stations Follow Asians to Suburbs

    New Media
    • Asian American Online Media Show Significant Growth
    • Click2Asia and aMedia Join Forces
    • Internet Portals Popular with Asian Americans
    • Marketing, Promotional, and Advertising Strategies
    • Marketing Fundamentals
    • Marketers See Importance of Segmenting Asian American Market
    • Complexity of Asian American Market Poses Challenge to Marketers
    • Research Reveals Strong English-Language Capabilities
    • But In-Language Communication Still Seen as Vital Marketing Tool
    • Bilingual Materials Work Well

    Marketing Approaches
    • Campaigns Often Linked to Asian Festivals and Holidays
    • Retailers Tailor In-Store Displays to Asian Customers
    • Direct Marketers See Untapped Potential in Asian American Market
    • Internet Seen as Niche Marketing Solution

    Advertising Strategies and Campaigns
    • Ads Need to Reflect Asian Cultural Context
    • Individualism as Ad Theme Does Not Work with Asians
    • Mazola Corn Oil Launches Asian American Campaign
    • Chrysler Group Looks to Asian Americans
    • J. C. Penney Extends General-Market Theme to Asian Americans

    Examples of Companies Marketing to Asian Americans
    • AT&T Continues Asian American Marketing Strategy
    • Verizon Teams up with Asia for Kids
    • California Banks Compete for Asian American Customers
    • Investment Firms Look to Asian Americans
    • Charles Schwab Continues to Serve Asian Community
    • Hennessy Focuses on Asian Americans
    • Southwest Airlines Markets to Asians in California
    • USPS Targets Asian Americans
    • Sears Connects with Asian American Community
  6. The South Asian Segment of the asian american market
    Population Trends
    • South Asian Population Nears 1.9 Million
    • Table 7-1: South Asian Population: by Subgroup, 2000
    • South Asian Population Shows Most Growth
    • Table 7-2: Growth in Asian Indian and Pakistani Population: 1990 vs. 2000
    • Table 7-3: Population Growth: Indians and Pakistanis vs. Other Asian Subgroups, 1990 vs. 2000
    • Hi-Tech Boom Fuels Asian Indian Population Growth
    • Table 7-4: Permanent Immigrants from Asian Countries: India vs. Other Asian countries, 1971-1980, 1981-1990, 1991-1998
    • Table 7-5: Temporary Workers and Families Admitted from India, 1998-2000
    • Northeast Most Popular Region for Asian Indians
    • Table 7-6: Asian Indian Population: by Region of Residence, 2000
    • South Shows Fastest Growth Rate for Asian Indians
    • Table 7-7: Asian Indian Population: by Region of Residence, 1990 vs. 2000
    • Table 7-8: Growth in Asian Indian Population: by Region, 1990-2000
    • Asian Indians More Suburban than Other Asians
    • Table 7-9: Asian Indian Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • One in Four Asian Indians Lives in New York and New Jersey
    • Table 7-10: States with Largest Asian Indian Populations, 2000
    • Asian Indians Dominate Budget Hotel Industry
    • Table 7-11: Asian-Owned Firms: by Industry Group: Asian Indians vs. All Asians, 1997

    Key South Asian Markets
    • New York Metro Area Largest Asian Indian Market
    • Table 7-12: DMAs with Largest Asian Indian Populations, 2000
    • Middlesex County Center of Asian Indian Population in Northern New Jersey
    • Table 7-13: Asian Indian Population in Northern New Jersey: by County, 2000
    • New York City South Asian Population Concentrated in Queens and Brooklyn
    • Table 7-14: South Asian Population in New York City: by County, 2000
    • Table 7-15: South Asian Population in New York City: by Percent Living in Each County
    • Silicon Valley Represents Major South Asian Market
    • Table 7-16: South Asian Population in Silicon Valley-Bay Area: by County, 2000
    • Table 7-17: South Asian Population in Silicon Valley-Bay Area: by Percent Living in Each County
    • Los Angeles County Has Majority of South Asians in Southern California
    • Table 7-18: South Asian Population in Southern California: by County, 2000
    • Table 7-19: South Asian Population in Southern California: by Percent Living in Each County

    Examples of Companies Marketing to the South Asian Segment of the Asian American Market
    • MetLife Committed to South Asians
    • ValuCom Targets South Asians
  7. The Chinese Segment of the asian american market
    Population Trends
    • Chinese Are Largest Asian Group in the United States
    • Table 8-1: Chinese Population: by Subgroup, 2000
    • Chinese Population Showed Average Growth
    • Table 8-2: Population Growth: Chinese vs. Other Asian Subgroups, 1990 vs. 2000
    • Immigration Less Important Factor in Chinese Population Growth
    • Table 8-3: Permanent Immigrants from Asian Countries: China vs. Other Asian countries, 1971-1980, 1981-1990, 1991-1998
    • Nearly Half of Chinese Live in West
    • Table 8-4: Chinese Population: by Region of Residence, 2000
    • But Population Grew Faster in Other Regions
    • Table 8-5: Chinese Population: by Region of Residence, 1990 vs. 2000
    • Table 8-6: Growth in Chinese Population: by Region, 1990-2000
    • Half of Chinese Live in Central Cities
    • Table 8-7: Chinese Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • California and New York Claim Nearly 60% of Chinese Population
    • Table 8-8: States with Largest Chinese Populations, 2000

    Key Chinese Markets
    • New York Is Largest Chinese Market
    • Table 8-9: DMAs with Largest Chinese Populations, 2000
    • Chinese Predominate in San Francisco
    • Table 8-10: Chinese Population in San Francisco Bay Area: by County, 2000
    • Los Angeles County Has Most Chinese in Southern California
    • Table 8-11: Chinese Population in Southern California: by County, 2000
    • Brooklyn and Queens Attract Most Chinese in New York Area
    • Table 8-12: Chinese Population in New York City Metropolitan Area: by County, 2000

    Examples of Companies Marketing to the Chinese Segment of the U.S. Asian American Market
    • United Commercial Bank Expands
    • East West Bancorp Partners with 99 Ranch Market
    • Washington Mutual Ads Seek Out Chinese American Savers
    • Charles Schwab Advertises PocketBroker Service to Chinese Americans
    • Nescafé Looks to Chinese Americans Online
  8. Other Segments of the asian american market
    The Filipino Segment of the Asian American Market
    • Filipino Population Grew More Slowly than Average
    • Table 9-1: Population Growth: Filipinos vs. Other Asian Subgroups, 1990 vs. 2000
    • Filipino Immigration Peaked in 1980s
    • Table 9-2: Permanent Immigrants from Asian Countries: Philippines vs. Other Asian countries, 1971-1980, 1981-1990, 1991-1998
    • Two of Three Filipinos Live in the West
    • Table 9-3: Filipino Population: by Region of Residence, 2000
    • Filipinos Less of a Presence in Other Regions
    • Table 9-4: Filipino Population: by Region of Residence, 1990 vs. 2000
    • Table 9-5 : Growth in Filipino Population: by Region, 1990-2000
    • Filipinos More Suburban than Average Asian
    • Table 9-6: Filipino Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Filipinos Most Prominent in California and Hawaii
    • Table 9-7: States with Largest Filipino Populations, 2000
    • Los Angeles Tops List of Leading Filipino Markets
    • Table 9-8: DMAs with Largest Filipino Populations, 2000
    • Filipinos Cluster in Los Angeles and San Diego Counties
    • Table 9-9: Filipino Population in Southern California: by County, 2000
    • Filipinos Account for Three of Four Asians in Solano County
    • Table 9-10: Filipino Population in San Francisco Bay Area: by County, 2000
    • More Filipinos in Northern New Jersey than New York City
    • Table 9-11: Filipino Population in New York City Metropolitan Area: by County, 2000

    The Vietnamese Segment of the Asian American Market
    • Vietnamese Population Grew at High Rate
    • Table 9-12: Population Growth: Vietnamese vs. Other Asian Subgroups, 1990 vs. 2000
    • Immigration from Vietnam Holds at Steady Pace
    • Table 9-13: Permanent Immigrants from Asian Countries: Vietnamese vs. Other Asian countries, 1971-1980, 1981-1990, 1991-1998
    • South Attracts Many Vietnamese
    • Table 9-14: Vietnamese Population: by Region of Residence, 2000
    • Table 9-15: Vietnamese Population: by Region of Residence, 1990 vs. 2000
    • Table 9-16: Growth in Vietnamese Population: by Region, 1990-2000
    • Vietnamese Less Suburban than Average
    • Table 9-17: Vietnamese Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Texas Has Substantial Vietnamese Population
    • Table 9-18: States with Largest Vietnamese Populations, 2000
    • California Contains Largest Vietnamese Markets
    • Table 9-19: DMAs with Largest Vietnamese Populations, 2000
    • Orange County Is Key Vietnamese Population Center
    • Table 9-20: Vietnamese Population in Key California Markets: by County, 2000

    The Korean Segment of the Asian American Market
    • Korean Population Growth below Average
    • Table 9-21: Population Growth: Koreans vs. Other Asian Subgroups, 1990 vs. 2000
    • Korean Immigration Fell in the 1990s
    • Table 9-22: Permanent Immigrants from Asian Countries: Korea vs. Other Asian countries, 1971-1980, 1981-1990, 1991-1998
    • Korean Population More Evenly Distributed
    • Table 9-23: Korean Population: by Region of Residence, 2000
    • Table 9-24: Korean Population: by Region of Residence, 1990 vs. 2000
    • Table 9-25: Growth in Korean Population: by Region, 1990-2000
    • Koreans Favor the Suburbs
    • Table 9-26: Korean Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Korean Population in California Remains Largest
    • Table 9-27: States with Largest Korean Populations, 2000
    • Los Angeles and New York Are Largest Korean Markets
    • Table 9-28: DMAs with Largest Korean Populations, 2000
    • Queens County Leads in Korean Population in New York City
    • Table 9-29: Korean Population in New York City Metropolitan Area: by County, 2000
    • Table 9-30: Korean Population in Southern California: by County, 2000
    • Table 9-31: Korean Population in Washington, D.C. Metropolitan Area: by County, 2000

    The Japanese Segment of the Asian American Market
    • Japanese Population in United States Declines
    • Table 9-32: Population Change: Japanese vs. Other Asian Subgroups, 1990 vs. 2000
    • Few Japanese Immigrants in Recent Years
    • Table 9-33: Permanent Immigrants from Asian Countries: Japan vs. Other Asian Countries, 1971-1980, 1981-1990, 1991-1998
    • Most Japanese Live in the West
    • Table 9-34: Japanese Population: by Region of Residence, 2000
    • South Only Region to Show Significant Growth in Japanese Population
    • Table 9-35: Japanese Population: by Region of Residence, 1990 vs. 2000
    • Japanese Population Includes Significant Rural Element
    • Table 9-36: Japanese Population: by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Japanese Profile Highest in Hawaii
    • Table 9-37: States with Largest Japanese Populations, 2000
    • Honolulu Is Largest Market for Japanese
    • Table 9-38: DMAs with Largest Japanese Populations, 2000

    Appendix I: Examples of U.S. Asian American market advertising
    Appendix II: Addresses of Selected Asian American Market Resources
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