Asian Americans in the U.S.

Published: Aug 1, 2006 - 244 Pages

Table of Contents:

Chapter 1 Executive Summary
  • Introduction
    • Background
    • Overview of Report
    • Scope of Report
    • Methodology

  • Profile of the Asian American Population
    • Asian American Population Nears 13 Million
    • Asian American Population Growing Nearly as Fast as Hispanic
    • Asian American Population Includes Many Subgroups
    • South Asian Population Shows Fastest Growth
    • More than One-Third of Asians Live in California
    • Asian Americans Most Likely to Stay Married
    • Asian American Households Often Large and Complex
    • Asian American Households More Likely to Consist of Married Couples and Children

  • Economic Profile of Asian Americans
    • Nearly Half of Asian Americans Have Earned Bachelor’s Degree or Higher
    • Asian Indians Have Most Advanced Academic Credentials
    • Nearly Half of Asian Americans Work as Managers and Professionals
    • Asian Americans Key Players in Many High-Paying Professional Job Categories
    • Koreans Top List of Self-Employed Asians
    • Asian Americans Have High Per-Capita Income
    • Asian Americans Have Highest Household Income
    • More than One out of Four Asian American Families Has Income of $100,000 or More
    • Asian Americans Are Exceptionally High Earners

  • Language and Acculturation
    • Immigration Remains Main Driver of Asian Population Growth
    • More than One-Third of Asians Came to U.S. after 1990
    • Most Asian Kids and Teens Born in the United States
    • More English-Speakers among Asians than Hispanics

  • Overview of Asian American Consumers
    • Asian Americans Spend 14% More than Average American Consumer Unit
    • Asian Americans Spend Much More on Housing
    • Asian American Consumers Enjoy Shopping
    • Price Plays Important Role in Buying Decisions

  • Highlights of Asian American Consumer Behavior
    • Asian Americans Spend More for New Cars
    • Foreign Cars Get Nod from Asian Americans
    • Asian Americans Less Confident about Financial Management Skills
    • Asian Americans Have Low Tolerance for Risk but Are Comfortable Taking on Debt
    • Credit Cards More Common
    • Asian Americans More Likely to Have Financial Investments
    • Healthful Foods Important to Asian Americans
    • Vegetarians More Common among Asian Americans
    • Asian Americans Spend Less on Health Care
    • Asian Americans Trust OTC Medications More
    • Cost of Drugs Seen as Measure of Effectiveness
    • Asian Americans Trust Heavily Advertised Brand-Name Prescription Medications

  • Technology and the Internet
    • Asian Americans Follow Latest Technology
    • Asian Americans Prime Customers of Home Electronics Retailers
    • PCs More Heavily Used in Asian American Homes
    • Asian Americans Include More Online Enthusiasts
    • Asian Americans Far More Affected by Internet
    • E-Commerce More Popular among Asian Americans
    • Asian Americans More Attuned to Online Marketing and Advertising
    • Cell Phones More Common

  • Key Consumer Segments
    • Asian American Families with Children More Affluent
    • Families with Children at Core of Asian American Market
    • Asian American Parents More Driven to Succeed
    • Asian American Parents Like to Shop with Their Kids but Don’t Indulge Them
    • Online Shopping Important Part of Asian American Family Life
    • Asian American Youth Have Distinct Values
    • Asian American Youth More Brand-Conscious
    • Asian American Youth More Involved in Technology
    • Internet Has Huge Impact on Lifestyle of Asian American Youth

  • Media Trends in the Asian American Market
    • Many Asian Americans Use Both In-Language and English-Language Media
    • TV Audience Measurement Improves in Asian American Market
    • TV Choices Expand for Asian Americans
    • Radio Remains Important

  • Marketing and Advertising Trends
    • Asian American Consumers Have Positive View of Advertising
    • Asian Americans Pay More Attention to TV Commercials
    • Use of In-Language Marketing Can Vary, but Cultural Sensitivity a Must

  • Size and Growth of the Asian American Market
    • Asian Americans Control Buying Power of $434 Billion
    • Asian American Buying Power Will Reach $611 Billion in 2010
    • Nearly Half of Asian American Buying Power Concentrated in Three Top Markets
    • Per Capita Buying Power Differs across Major Markets

  • Strategic Trends and Opportunities
    • U.S -Born Asians Will Become More Influential in Asian American Market
    • Language Issue Becomes More Complex
    • Reacculturation a Growing Trend among Young Asian Americans
    • Asian Americans Most Affluent Multicultural Market Segment
    • Concentration of Asian American Consumers in Major Markets Offers Opportunity
    • Many Opportunities Remain Untapped

    Section 1 Demographic Overview
    Chapter 2 Profile of the Asian American Population Current Size and Projected Growth of the Asian American Population

    • Asian American Population Nears 13 Million
    • Table 2-1: U.S. Population by Race and Hispanic Origin, 2005 Asian American Population Growing Nearly as Fast as Hispanic
    • Table 2-2: Population Growth, Asian Americans vs. Other Population Segments, 2000-2005 Asian Population Will Continue to Grow at Rapid Rate
    • Table 2-3: Projected Population Growth, Asian Americans vs. Other Population Segments, 2005-2010

  • National Origin
    • Chinese Make Up Largest Asian Subgroup
    • Table 2-4: Asian American Population by Major Subgroup, 2004
    • Asian American Population Includes Many Subgroups
    • Table 2-5: Detailed Description of Segments Included in “Other” Asians, 2004
    • South Asian Population Shows Fastest Growth
    • Table 2-6: Population Growth Rates of Asian Subgroups, 2000 vs. 2004
    • Table 2-7: Population Growth of Asian Subgroups as Percent of Total Asian American Population Growth, 2000 vs. 2004

  • Age and Gender
    • Asian Population Skews Older than Other Multicultural Segments
    • Table 2-8: Population by Selected Age Group, Asians vs. Other Population Groups, 2005
    • Japanese Are Oldest, Asian Indians Are Youngest in Asian Population
    • Table 2-9: Population of Asian Subgroups by Selected Age Groups, 2004
    • Females Outnumber Males
    • Table 2-10: Population by Gender, Asians vs. Other Population Groups, 2005

  • Regional Distribution
    • More than One-Third of Asians Live in California
    • Table 2-11: States with Largest Asian Populations, 2004
    • One out of Eight Californians Is an Asian American
    • Table 2-12: States with Largest Percentage of Asian Americans, 2004
    • San Francisco Bay Area Counties Have High Concentration of Asian
    • American Residents
    • Table 2-13: Counties with Highest Percentage of Asians, 2004

  • Marriage and Family
    • Asian Americans Marry Later
    • Table 2-14: Median Age at First Marriage, Asian Americans vs. Others by Gender, 2004
    • Asian Americans Most Likely to Stay Married
    • Table 2-15: Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2005
    • Table 2-16: Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2005
    • Table 2-17: Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2005
    • Married Couples Most Common among Asian Indians and Chinese
    • Table 2-18: Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2004
    • Asian American Households Often Large and Complex
    • Table 2-19: Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2004
    • Table 2-20: Relationships of Household Members, Asian Americans vs. Others, 2004
    • Table 2-21: Relationships within Asian American Households by Subgroup, 2004
    • Asian American Households More Likely to Consist of Married Couples and Children
    • Table 2-22: Household Profile, Asian Americans vs. Others, 2004
    • Family Structure Differs across Asian American Subgroups
    • Table 2-23: Relationships within Asian American Households by Subgroup, 2004
    • Unmarried Mothers Relatively Rare among Asian Americans
    • Table 2-24: Women Who Had a Birth in the Past 12 Months by Marital Status, Asian Americans vs. Others, 2004

    Chapter 3 Economic Profile of Asian Americans

    • Educational Attainment
      • Asian American Parents Continue to Place High Value on Education
      • Figure 3-1: Percent of 18- to 24-Year-Olds Enrolled as Full-Time Students in Institutions of Higher Education, Asian vs. All 18- to 24-Year-Olds
      • Nearly Half of Asian Americans Have Earned Bachelor’s Degree or Higher
      • Table 3-1: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2004
      • Table 3-2: Educational Attainment of People 25 Years Old and Over,
      • Asian Americans vs Others by Gender, 2004.
      • Asian Indians Have Most Advanced Academic Credentials
      • Table 3-3: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2004
      • Filipinas Have High Level of Education
      • Table 3-4: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2004

    • Employment Patterns
      • Nearly Half of Asian Americans Work as Managers and Professionals
      • Table 3-5: Occupations of People 16 Years Old and Over, Asian Americans vs. Others by Gender, 2004
      • Table 3-6: Occupations of Asian Americans 16 Years Old and Over by Subgroup, 2004
      • Asian Americans Key Players in Many High-Paying Professional Job Categories
      • Table 3-7: Occupations with an Above-Average Percentage of Asian Americans, 2005

    • The Asian American Entrepreneur
      • Koreans Top List of Self-Employed Asians
      • Figure 3-2: Percent Self-Employed in Unincorporated Business by Asian Subgroup More than 1.1 Million Firms Are Asian-Owned
      • Table 3-8: Number of Asian-Owned Firms by Asian Subgroup, 2002 Wholesale and Retail Trade Businesses Rank Highest
      • Table 3-9: Industries Accounting for the Largest Receipts for Asian-Owned Firms, 2002
      • Asian-Owned Firms Cluster in California
      • Table 3-10: Eleven States with the Largest Number of Asian-Owned Firms, 2002

    • Income Levels
      • Asian Americans Have High Per-Capita Income
      • Table 3-11: Per Capita Income, Asian Americans by Subgroup vs. Others, 2004
      • Asian Americans Have Highest Household Income
      • Table 3-12: Household and Family Income Levels, Asian Americans by Subgroup vs Others, 2004.
      • More than One out of Four Asian American Families Has Income of $100,000 or More
      • Table 3-13: Distribution of Family Income, Asian Americans vs. Others, 2004
      • Table 3-14: Number of Families with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2004 Asian Americans Are Exceptionally High Earners
      • Table 3-15: Mean and Median Earnings of Full-Time, Year-Round Male Workers, Asian Americans by Subgroup vs. Others, 2004
      • Table 3-16: Mean and Median Earnings of Full-Time, Year-Round Female Workers, Asian Americans by Subgroup vs. Others, 2004
      • Homes of Asian Americans More than Double the Value of the Average Home
      • Table 3-17: Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2004

    Chapter 4 Language and Acculturation

    • The Impact of Immigration
      • Immigration Remains Main Driver of Asian Population Growth
      • Table 4-1: Components of Population Increase 2000-2005, Asian Americans vs. Others
      • More than One-Third of Asians Came to U.S. after 1990
      • Table 4-2: Percent of Population Foreign-Born by Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004
      • Table 4-3: Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004
      • Most Asian Kids and Teens Born in the United States
      • Table 4-4: Percent Foreign-Born in Population 18 Years and Younger,
      • Asians vs. Hispanics
      • Immigrant Experience Varies Across Asian Subgroups
      • Table 4-5: Percent of Asian American Population Foreign-Born by Segment and Year of Entry, 2004
      • Table 4-6: Percent of Asian American Population Foreign-Born by Subgroup and Year of Entry, 2004
      • Table 4-7: Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2004

    • Use of the English Language
      • More English-Speakers among Asians than Hispanics
      • Table 4-8: Number and Percent of People 5 Years Old and Over Proficient
      • in English Language, Asians vs. Hispanics, 2004
      • English Proficiency Varies Substantially across Asian Subgroups
      • Table 4-9: Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2004
      • Asian Immigrants More Likely than Hispanics to Speak English
      • Table 4-10: Number and Percent of Foreign-Born People 5 Years Old and
      • Over Proficient in English Language, Asians vs. Hispanics, 2004
      • Many Asian Households Still Classified as “Linguistically Isolated”
      • Table 4-11: Percent of Households Linguistically Isolated by Household Language, 2004

    Section 2 Understanding the Asian American Consumer
    Chapter 5 Overview of Asian American Consumers

    • Profile of Asian American Consumer Units
      • Consumer Units Defined
      • Asian Americans Spend 14% More than Average American Consumer Unit
      • Table 5-1: Expenditures of Asian American Consumer Units as Percent of After-Tax Income
      • Asian American Consumer Units Have Different Profile
      • Table 5-2: Characteristics of Consumer Units, Asian American Consumer
      • Units vs. All Consumer Units

    • Summary of Asian American Consumer Expenditure Patterns
      • Asian Americans Spend Much More on Housing and Education
      • Table 5-3: Consumer Expenditures Categories for Which Asian Americans Spend a Higher Percentage of Their Total Budget than All Consumer Units
      • Asian American Consumer Units Spend Less in Several Areas
      • Table 5-4: Consumer Expenditures Categories for Which Asian Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units

    • Overview of Shopping Behavior
      • Brands Attract Asian American Shoppers to Specialty Stores
      • Table 5-5: Brand Loyalty, Asian Americans vs. All U.S. Adults by Gender
      • Designer Clothes Get High Priority
      • Table 5-6: Attitudes toward Designer Clothes, Asian Americans vs. All U.S. Adults by Gender
      • Asian American Consumers Enjoy Shopping
      • Table 5-7: Attitudes toward Shopping, Asian Americans vs. All U.S. Adults by Gender
      • Figure 5-1: Percent Visiting Shopping Mall in Last 4 Weeks, Asian Americans vs. All U.S. Adults by Gender
      • Price Plays Important Role in Buying Decisions
      • Table 5-8: Impact of Price on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
      • Most Popular Retail Outlets Analyzed
      • Table 5-9: Department/Discount Stores Shopped in Last 3 Months, Asian American Men vs. All U.S. Men
      • Table 5-10: Department/Discount Stores Shopped in Last 3 Months, Asian American Women vs. All U. S. Women

    Chapter 6 Highlights of Asian American Consumer Behavior

    • Automotive
      • Asian Americans Spend More for New Cars
      • Table 6-1: Attitudes toward New Cars, Asian Americans vs. All U.S. Adults
      • by Gender
      • Table 6-2: Annual Expenditures for Vehicle Purchases and Related
      • Expenses by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
      • Asian American Car Buyers Drawn by Luxury, Looks, and Comfort
      • Table 6-3: Reasons for Buying a Vehicle, Asian Americans vs. All U.S. Adults by Gender
      • Automotive Technology Interests Asian American Men
      • Table 6-4: Interest in Automotive Technology, Asian Americans vs. All U.S. Adults by Gender
      • Foreign Cars Get Nod from Asian Americans
      • Table 6-5: Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs.
      • All U.S Adults by Gender.

    • Financial Services
      • Asian Americans Less Confident about Financial Management Skills
      • Table 6-6: Indicators of Financial Confidence, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Have Low Tolerance for Risk but Are Comfortable Taking on Debt
      • Table 6-7: Attitudes toward Saving and Spending, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans More Interested in Financial Services
      • Table 6-8: Attitudes toward Financial Services, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Question Need for Insurance
      • Table 6-9: Attitudes toward Insurance, Asian Americans vs. All U.S. Adults by Gender
      • Table 6-10: Annual Expenditures for Personal Insurance and Pensions by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
      • Table 6-11: Insurance Coverage, Asian Americans vs. All U.S. Adults by Gender
      • Credit Cards More Common
      • Table 6-12: Use of Financial Services, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans More Likely to Have Financial Investments
      • Table 6-13: Type of Investments Owned, Asian Americans vs. All U.S. Adults by Gender
      • Tax Preparation Services Used Less
      • Figure 6-1: Percent Used Tax Preparation Services in Last 12 Months,
      • Asian Americans vs All U.S. Adults.
      • Money Transfer Services Highly Popular
      • Figure 6-2: Percent Sent Money Outside U.S. in Last 12 Months, Asian Americans vs. All U.S. Adults

    • Food at Home
      • Asian Americans Allocate Food Budgets Differently
      • Table 6-14: Annual Expenditures for Food at Home by Amount and Percent
      • of Total Expenditures, Asian Americans vs. All Consumer Units
      • Table 6-15: Annual Expenditures on Selected Food Categories, Asian American vs. All Consumer Units Healthful Foods Important to Asian Americans
      • Table 6-16: Attitudes toward Diet and Health, Asian Americans vs. All U.S. Adults by Gender
      • Vegetarians More Common among Asian Americans
      • Figure 6-3: Percent Saying They Are Vegetarians, Asian Americans vs. All U.S. Adults
      • Gourmet Food Has High Value
      • Table 6-17: Attitudes toward Gourmet Food, Asian Americans vs. All U.S. Adults by Gender
      • Asian American Men More Interested in New Foods and Drinks
      • Table 6-18: Attitudes toward Trying New Foods, Asian Americans vs. All U.S. Adults by Gender

    • Health and Pharmaceuticals
      • Asian Americans Spend Less on Health Care
      • Table 6-19: Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, Asian Americans vs. All Consumer Units
      • Visits to Doctor Less Frequent
      • Table 6-20: Attitudes toward Physicians, Asian Americans vs. All U.S. Adults by Gender
      • Strong Focus on Independent Health Information Sources
      • Table 6-21: Sources of Health Information, Asian Americans vs. All U.S. Adults by Gender
      • Use of Preventive Medicine Lower
      • Table 6-22: Use of Medications, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Trust OTC Medications More
      • Table 6-23: Attitudes toward Prescription vs. Over-the-Counter Remedies, Asian Americans vs. All U.S. Adults by Gender
      • Cost of Drugs Seen as Measure of Effectiveness
      • Table 6-24: Attitudes toward Cost of Prescription Drugs, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Trust Heavily Advertised Brand-Name Prescription Medications
      • Table 6-25: Attitudes toward Drug Advertising, Asian Americans vs. All U.S. Adults by Gender
      • Vitamins Seen as Helpful by Asian American Men
      • Table 6-26: Attitudes toward Vitamins, Asian Americans vs. All U.S. Adults by Gender
      • Asian American Women Prefer Alternative Medicine
      • Table 6-27: Attitudes toward Non-traditional Medicine, Asian Americans vs. All U.S. Adults by Gender

    Chapter 7 Technology and the Internet

    • Attitudes toward Technology and Consumer Electronics
    • Asian Americans Follow Latest Technology
    • Table 7-1: Attitudes toward Technology, Asian Americans vs. All U.S. Adults by Gender
    • Asian American Men View Selves as Trendsetters in Consumer
    • Electronics
    • Table 7-2: Attitudes toward Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
    • Price Not a Factor When Buying Electronics
    • Table 7-3: Attitudes toward Price When Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
    • Asian Americans Prime Customers of Home Electronics Retailers
    • Table 7-4: Shopping at Home Electronics Stores, Asian Americans vs. All Adults

  • Internet Use by Asian Americans
    • PCs More Heavily Used in Asian American Homes
    • Table 7-5: Use of Personal Computers at Home, Asian Americans vs. All U.S. Adults
    • Asian Americans Include More Online Enthusiasts
    • Table 7-6: Heavy Internet Use, Asian Americans vs. All U.S. Adults
    • Table 7-7: Frequency of Internet Use, Asian Americans. vs. All U.S. Adults
    • Asian Americans More Active on Internet
    • Table 7-8: Online Activities Last 30 Days, Asian American Men vs. All U.S. Men
    • Table 7-9: Online Activities Last 30 Days, Asian American Women vs. All U.S. Women
    • Leading Websites Listed
    • Table 7-10: Websites Visited Last 30 Days, Asian Americans vs. All Adults

  • Impact of the Internet on Asian American Consumers
    • Asian Americans Far More Affected by Internet
    • Table 7-11: Impact of Internet on Lifestyles, Asian Americans vs. All U.S. Adults by Gender
    • Figure 7-1: Percent Using Instant Messaging, Asian Americans vs. All U.S. Adults
    • E-Commerce More Popular among Asian Americans
    • Table 7-12: Impact of Internet on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
    • Figure 7-2: Percent Placing Any Internet Order in Last 30 Days, Asian Americans vs. All U.S. Adults by Gender
    • Figure 7-3: Spent $1000 or More on Internet in Last 12 Months, Asian Americans vs. All U.S. Adults
    • Asian Americans More Attuned to Online Marketing and Advertising
    • Table 7-13: Effectiveness of Online Advertising, Asian Americans vs. All U.S. Adults
    • Figure 7-4: Percent Who Like to Receive Information about Products by
    • Email, Asian Americans vs. All U.S. Adults

  • Ownership and Use of Cell Phones
    • Cell Phones More Common
    • Figure 7-5: Percent Owning Cell Phones, Asian Americans vs. All U.S.
    • Adults by Gender
    • Asian Americans More Likely to Use Cell Phones as Mobile Media
    • Platforms
    • Table 7-14: Use of Cellular/Wireless Services, Asian Americans vs. All U.S. Adults by Gender
    • Landline Phones More Likely to Be Vanilla
    • Table 7-15: Use of Telephone Services, Asian Americans vs. All U.S. Adults by Gender
    • Telephone Credit Cards Remain More Popular with Asian Americans
    • Table 7-16: Use of Telephone Credit Cards, Asian Americans vs. All U.S. Adults by Gender

    Chapter 8 Key Consumer Segments

    • Asian American Families with Children
      • Asian American Families with Children More Affluent
      • Table 8-1: Mean Income of Families with Children, Asian American vs. Others, 2004
      • Families with Children at Core of Asian American Market
      • Table 8-2: Aggregate Income of Families with Children as Percent of Total Aggregate Income, 2004
      • Asian American Parents More Driven to Succeed
      • Table 8-3: Attitudes toward Money, Asian American vs. All Parents
      • Table 8-4: Attitudes toward Work and Family, Asian American vs. All Parents
      • Figure 8-1: Percent of 6- to 17-Year-Olds Who Like Spending Time with
      • Family, Asian American vs. All by Gender
      • Asian American Kids and Teens Spend Leisure Time Differently
      • Table 8-5: Attitudes of 6-to 17-Year-Olds toward School and Free-time Activities, Asian American vs. All
      • Asian American Kids and Parents Reflect Same Attitudes toward Saving and Spending
      • Table 8-6: Attitudes of Parents toward Saving and Spending, Asian American vs. All
      • Table 8-7: Attitudes of 6- to 17-Year-Olds toward Saving and Spending, Asian American vs. All
      • Asian American Parents Like to Shop with Their Kids but Don’t Indulge Them
      • Table 8-8: Attitudes of Parents toward Buying Things for Their Kids, Asian American vs. All Asian American Parents Focus on Healthy Food
      • Table 8-9: Attitudes of Parents toward Healthy Eating, Asian American vs. All
      • Fattening Foods Less Common in Asian American Family Menus
      • Table 8-10: Attitudes of Parents toward Fattening Food, Asian American vs. All
      • New Nutritional Products and Health Foods Get Attention of Asian American Parents
      • Figure 8-2: Percent of 6- to 17-Year-Olds Who Try Not To Eat Too Many Sweets, Asian American vs. All by Gender
      • Table 8-11: Attitudes of Parents toward Trying New Food Products, Asian American vs. All Asian American Parents More Interested in Using Recycled Products
      • Table 8-12: Attitudes of Parents toward Recycling, Asian American vs. All Online Shopping Important Part of Asian American Family Life
      • Table 8-13: Attitudes of Parents toward Shopping on the Internet, Asian American vs. All Asian American Kids and Teens Relate to TV Advertising but Their Parents Don’t
      • Table 8-14: Attitudes of Parents toward Television, Asian American vs. All
      • Table 8-15: Attitudes of 6- to 17-Year-Olds toward Television, Asian American vs. All

    • The Next Generation
      • Asian American Youth Have Distinct Values
      • Table 8-16: Attitudes of 18- to 29-Year-Olds toward Work and Money, Asian American vs All.
      • Asian American Youth More Interested in Pursuing Change
      • Table 8-17: Attitudes of 18- to 29-Year-Olds toward Novelty, Asian American vs. All
      • Attitudes toward Recycling Mirror Parents’
      • Table 8-18: Attitudes of 18- to 29-Year-Olds toward Recycling, Asian American vs. All
      • Asian American Youth More Brand-Conscious
      • Table 8-19: Attitudes of 18- to 29-Year-Olds toward Brands, Asian American vs. All
      • Asian American Youth More Involved in Technology
      • Table 8-20: Attitudes of 18- to 29-Year-Olds toward Technology and Consumer Electronics Products, Asian American vs. All
      • Internet Has Huge Impact on Lifestyle of Asian American Youth
      • Table 8-21: Impact of the Internet on Lifestyle of 18- to 29-Year-Olds, Asian American vs. All
      • Internet Has More of an Effect on Traditional Media Usage and Shopping by Asian American Youth
      • Table 8-22: Impact of the Internet on Media Usage by 18- to 29-Year-Olds, Asian American vs. All
      • Table 8-23: Use of the Internet by 18- to 29-Year-Olds for Shopping, Asian American vs. All

    Section 3 Key Trends in the Asian American Market
    Chapter 9 Media Trends in the Asian American Market

    • Overview
      • Newspapers Less Important Source of Information
      • Table 9-1: Attitudes toward Newspapers, Asian Americans vs. All U.S.
      • Adults by Gender
      • Magazines Seen Key Source of Entertainment and Information
      • Table 9-2: Attitudes toward Magazines, Asian Americans vs. All U.S. Adults by Gender
      • Television Has Lower Priority
      • Table 9-3: Attitudes toward Television, Asian Americans vs. All U.S. Adults by Gender
      • Internet Cuts Traditional Media Usage by Asian Americans
      • Table 9-4: Impact of the Internet on Media Usage, Asian Americans vs. All
      • U.S. Adults by Gender

    • Key Media Trends
      • Many Asian Americans Use Both In-Language and English-Language
      • Media
      • TV Audience Measurement Improves in Asian American Market
      • Top Asian American TV Markets Analyzed
      • TV Choices Expand for Asian Americans
      • ImaginAsian TV Seeks Broad Audience Base
      • Comcast Bets on AZN
      • MTV Targets Bicultural Asian American Youth
      • Established West-Coast Local Asian Channels Continue to Succeed
      • Radio Remains Important

    Chapter 10 Advertising and Marketing Trends

    • Receptivity to Advertising
      • Asian American Consumers Have Positive View of Advertising
      • Table 10-1: Overall Attitudes toward Advertising, Asian Americans vs. All U.S. Adults by Gender
      • Magazine Ads Source of Enjoyment
      • Table 10-2: Attitudes toward Magazine Advertising, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Pay More Attention to TV Commercials
      • Table 10-3: Attitudes toward Television Advertising, Asian Americans vs. All U.S. Adults by Gender
      • Table 10-4: Behavior When Watching TV Commercials, Asian Americans vs. All U.S. Adults by Gender
      • Ads in Urban Venues Succeed with Asian Americans
      • Table 10-5: Attitudes toward Outdoor Advertising, Asian Americans vs. All U.S. Adults by Gender
      • Asian Americans Notice Ads in Movie Theaters
      • Table 10-6: Attitudes toward Ads in Movie Theaters, Asian Americans vs.
      • All U.S. Adults by Gender

    • Marketing Strategies and Approaches
      • Use of In-Language Marketing Can Vary
      • Cultural Sensitivity a Mainstay of Asian American Marketing Efforts
      • Community Involvement Remains Important
      • Wal-Mart Launches First Asian-Language Ad Campaign
      • Anheuser-Busch Continues to Connect with the Asian American Community
      • MetLife Unveils South Asian Campaign
      • Kraft Targets Asian American Moms
      • Toyota Looks to Asian American Consumers

    Chapter 11 Size and Growth of the Asian American Market

    • Analysis of Aggregate Consumer Expenditures by Asian Americans
    • Asian American Consumers Have Above-Average Impact in Numerous
    • Product Segments
    • Table 11-1: Consumer Expenditure Categories with Higher than Expected Share of Aggregate Expenditures by Asian American Households Asian American Households Represent $14 Billion Market for Food Marketers
    • Table 11-2: Aggregate Annual Expenditures by Asian American Consumer Units for Food and Beverages Expenditures on Household Furnishings and Equipment Top $6.1 Billion
    • Table 11-3: Aggregate Annual Expenditures by Asian American Consumer Units for Household Furnishings and Equipment Asian American Households Spend $7.2 Billion for Apparel
    • Table 11-4: Aggregate Annual Expenditures by Asian American Consumer Units for Apparel New Vehicle Expenditures Total $9.1 Billion
    • Table 11-5: Aggregate Annual Expenditures by Asian American Consumer Units for Vehicle Purchases and Related Expenses Entertainment Expenditures Total $7 Billion
    • Table 11-6: Aggregate Annual Expenditures by Asian American Consumer Units for Entertainment Education Expenditures Total $8.2 Billion
    • Table 11-7: Aggregate Annual Expenditures by Asian American Consumers for Personal- Care Products and Services, Reading Materials, and Education

  • Current Size and Projected Growth of Asian American Buying Power
    • Buying Power Used as Measure of Asian American Market
    • Asian Americans Control Buying Power of $434 Billion
    • Table 11-8: Asian American Buying Power by Population Segment, 2005 Asian American Buying Power Will Reach $611 Billion in 2010
    • Table 11-9: Projected Growth in Asian American Buying Power, 2005-2010

  • Major Asian American Markets
    • Nearly Half of Asian American Buying Power Concentrated in Three Top Markets
    • Table 11-10: Top 15 Asian American Markets Ranked by Aggregate Buying Power, 2005 Per Capita Buying Power Differs across Major Markets
    • Table 11-11: Top 15 Asian American Markets Ranked by Per Capita Buying Power, 2004 Demographic Profiles of Major Markets Vary Widely
    • Table 11-12: Top 15 Asian American Markets by Top 3 Asian Subgroups, 2004
    • Degree of Acculturation Varies across Asian American Markets
    • Table 11-13: Top Asian American Markets Ranked by English-Language Proficiency of People Five Years Old and Over Speaking Asian Languages at Home, 2003

  • Overview of Key Subgroups within the Asian American Market
    • Introduction
    • The Asian Indian Segment
    • The Chinese Segment
    • The Filipino Segment
    • The Japanese Segment
    • The Korean Segment
    • The Vietnamese Segment
    • Table 11-14: Overview of Asian Indian Segment of Asian American Market
    • Table 11-15: Overview of Chinese Segment of Asian American Market
    • Table 11-16: Overview of Filipino Segment of Asian American Market
    • Table 11-17: Overview of Japanese Segment of Asian American Market
    • Table 11-18; Overview of Korean Segment of Asian American Market
    • Table 11-19: Overview of Vietnamese Segment of Asian American Market

    Chapter 12 Strategic Trends and Opportunities

    • Strategic Trends
    • U.S -Born Asians Will Become More Influential in Asian American Market
    • Figure 12-1: Number of Births to Asian Women in the United States, 1980-2004
    • Language Issue Becomes More Complex
    • Reacculturation a Growing Trend among Young Asian Americans

  • Marketing Opportunities
    • Asian Americans Most Affluent Multicultural Market Segment
    • Concentration of Asian American Consumers in Major Markets Offers Opportunity
    • More Advertisers Enter Asian American Market
    • Many Opportunities Remain Untapped
    • Appeals to Health and Environment May Succeed More with Asian Americans
    • Asian Americans Still Prime Consumer Electronics Customers
    • Online Marketing to Asian Americans Remains Missed Opportunity
    • Asian Youth a Growing Force in U.S. Youth Market

    Appendix Addresses of Selected Asian American Market Resources

    Abstract:

    Asian Americans in the U.S., an all-new Packaged Facts report, provides a comprehensive analysis of the consumer attitudes and behavior of the nearly 13 million Asian Americans in the United States, who wield more per capita buying power than any other multicultural population segment. The first section of the report includes chapters on key characteristics of the Asian American population, such as projected growth trends, education and income levels, and use of the English language. The next section provides an overview of consumer expenditure patterns and shopping behavior as well as an in-depth review of Asian American attitudes and behavior in key areas, including automotive, financial services, food, health and pharmaceuticals, and technology and the Internet. The report devotes a separate chapter to two key consumer segments in the Asian American market: families with children—which account for around half of Asian American buying power—and the next generation of Asian American consumers—18- to 29-year-olds. The report concludes with a section including chapters on major media, marketing, and strategic trends in the Asian American market.

    With total buying power in excess of $400 billion, Asian Americans represent the single most affluent consumer group in the United States. Of all major population segments in the United States, Asian Americans are most likely to work in managerial and professional jobs. The median household income of Asian Americans is 15% higher than non-Hispanic White household income, 56% higher than the median household income of Hispanics, and nearly double that of Black households. The number of Asian American families with incomes of $200,000 or more (152,000) is about the same as Hispanic and African American families combined (156,000).

    Yet, despite their affluence, Asian Americans have remained under the radar screen of many marketers of consumer products and services. This Packaged Facts report identifies trends in consumer behavior and highlights opportunities to enable marketers to take advantage of the remarkable buying power of Asian Americans.

    Report Methodology
    The information in Asian Americans in the U.S.is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Asian American market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2005 National Consumer Survey and Fall 2005 Kids National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

    About the Authors Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

    How You Will Benefit from this Report If your company is interested in understanding and reaching the Asian American market, you will find this report invaluable, as it provides a comprehensive package of information and insight about Asian American consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the Asian American population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

    This report will help:

    • Marketing Managers identify market opportunities and develop targeted promotion plans for Asian Americans.
    • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Asian American population.
    • Advertising agencies to develop messages and images that compel Asian Americans to purchase these products.
    • Business development executives understand the dynamics of the market and identify possible partnerships.
    • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

    Get full details about this report >

  • 800.298.5294
    Int'l: +1.240.747.3095
    Buy this report >
    Price and Delivery Options
    Search Inside Report
    Packaged Facts provides industry research reports, trend analysis and forecasts in consumer goods, food and beverage, pet products, financial services and personal care markets.
    Copyright © 2014 Packaged Facts. All Rights Reserved.
    A division of MarketResearch.com
    10/25/2014 - 42
    Contact Us: 800.298.5294 (U.S.)
    or +1.240.747.3095 (Int'l)
    Hours: Monday - Thursday: 5:30am - 6:30pm EST
    Fridays: 5:30am - 5:30pm EST