Asian-American Market in the U.S. 4th edition

Published: Oct 1, 2008 - 275 Pages

Table of Contents:

Chapter 1 Executive Summary
Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Trends and Opportunities
Asian Americans Help Fuel Coming Multicultural Majority
Marketers See Need to Capitalize on Asian-American Involvement with Alternative Media
New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment
Asian Americans Are Crown Jewel of the Multicultural Consumer Market
Market Overview
Asian-American Buying Power Totals $567 Billion
Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power
Los Angeles and New York Control 30% of Asian-American Income
Aggregate Consumer Expenditures of Asian Americans Total $230 Billion
The Asian-American Population Today
Asian-American Population Grew by 26% from 2000 to 2007
Census Bureau Tracks 17 Asian Subgroups
Asian Indians Experience Fastest Growth
Asian-American Population Highly Concentrated
Los Angeles and New York Have Most Asian-American Residents
Asian Americans Marry Later and Are More Likely to Stay Married
Asian Americans Most Likely to Be Part of Married-Couple Family
Filipinos and Vietnamese Have Largest Families
Economic Profile of Asian Americans
One in Five Asian Americans Has Graduate or Professional Degree
Management and Professional Jobs Predominate
Asian-American Households Have Highest Income
More than 40% of Asian Households Have Income of $75,000 or More
Asian-American Families Especially Affluent
Both Asian-American Men and Women Earn More than the Average Worker
Asian Indians Earn the Most
Homeownership Less Common
Asian-Owned Homes Have Exceptionally High Value
Acculturation Trends
Immigration Continues to Drive Asian-American Population Growth
Most Asian Americans Foreign-Born, Most Hispanics Native-Born
Korean and Japanese Americans Most Likely to Be Foreign-Born
Asian-Indian Population Has Highest Proportion of Recent Immigrants
Vietnamese Most Likely to Be U.S. Citizens
Path to Citizenship Varies for Asians and Hispanics
More English-Speakers among Asians than Hispanics
Fluent English-Speakers Vary by Subgroup
English Fluency Varies across Metro Markets
Profiles of National and Ethnic Groups
Asian Indians
Chinese
Filipinos
Vietnamese
Koreans
Japanese
Overview of the Asian-American Consumer
Asian-American Shoppers Prefer Credit Cards to Cash
More Asian Americans Have Investments
More Asian Americans Turn to the Internet for Financial Information
Asian Americans Love to Shop
Less Willing to Shop at New Stores
Asian Indians Willing to Pay More for Brands They Trust
Asian-American Shoppers Want Best Price for Luxury Items
Asian-American Shoppers Hunt for Bargains
Asian Americans More Positive toward Environmentally Friendly Products
Asian-American Men Shop the Most on the Web
Amazon.com Draws More Asian-American Shoppers
Asian Americans Big Spenders on Internet
Profile of Asian-American Consumer Units Differs
Asian-American Consumer Units Above-Average Spenders
Asian Americans and Technology
Computers Nearly Universal in Asian-American Homes
Heavy Computer Use Part of Lifestyle of Asian Americans
Internet an Integral Part of Asian-American Home Life
Asian Americans Go Online More Often
Instant Messaging More Popular among Asian Americans
YouTube Ranks High in Popularity
Cellphones More Popular
Cellphone Bills Higher
More Asian Americans Have Internet Phone Service
Highlights of Consumer Behavior
Asian Americans Seek Out Organic and Natural Foods
Healthy Eating Important to Asian Americans
More Asian Americans Are Vegetarians
Urban Cultural Destinations Preferred by Asian Americans
Asian Americans More Involved in Physical Fitness Programs
Foreign Travel More Routine
Asian Americans Depend More on Travel Agents
Cars Tied to Self-Image
Asian Americans Buy New Cars
Foreign Cars Much More Popular
Designer Clothes Important to Self-Image
Asian Americans Love to Shop for Clothes
Most Expensive Medicines Seen as Best Medicines
Pharmaceutical Ads Work with Asian Americans
Alternative Medicine Popular
Media Usage
Asian Americans Turn to Weekly Newsmagazines
Internet Changes Media Consumption Habits
Asian Americans Primed for Small-Screen Media
Asian Indians Take to Online Media
Information Content of Ads Valued
Asian Americans Try to Avoid TV Commercials
Asian-American Readers Like Magazine Ads
Product Placement Works with Asian Americans
Asian Americans Pay Attention to Out-of-Home Ads
Section I Overview
Chapter 2 Trends and Opportunities
Strategic Trends
Asian Americans Help Fuel Coming Multicultural Majority
Figure 2-1: Percent of Population, Non-Hispanic White vs. Multicultural Population, 2010-2050
Table 2-1: Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2050
Table 2-2: Projected Changes in U.S. Population by Race and Hispanic
Origin 2010-2050, Asian Americans vs. Others as Percent of Total Population
Model Minority Stereotype Questioned
Marketing Trends
Primary Research Pitfalls Noted
Marketers See Need to Capitalize on Asian-American Involvement with Digital Media
Traditional Asian-Language Media Remain Important
New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment
More Companies Target Asian-Indian Consumers
Honda Uses Culturally Relevant Messages to Appeal to Asian Americans
Marketers Celebrate Asian-American Culture and Heritage
Marketers Seek to Serve Asian-American Communities
Nick Jr. Launches Animated Series Featuring Chinese Language and Culture
Market Opportunities
Asian Americans Are Crown Jewel of the Multicultural Consumer Market
Table 2-3: Number of Households with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2006
Table 2-4: Multicultural Households with Incomes of $100,000 or More, 2006
Asian-American Consumers Offer Significant Opportunities
Opportunities Come from Asians Going Green
Table 2-5: Selected Opportunities Related to Asian Americans Going Green.
Asian-American Affluence Offers Opportunities for Financial Services Firms
Table 2-6: Selected Opportunities Related to Use of Financial Services by Asian Americans
Asian Americans Profitable Segment for Online Marketers
Table 2-7: Selected Opportunities Related to Online Shopping by Asian Americans
Asian Americans Spend Big on Travel and Telecommunications
Table 2-8: Selected Opportunities Related to Asian-American Travelers
Table 2-9: Selected Opportunities Related to Use of Telecommunications by Asian Americans
Asian Americans Key Segment for Foreign Automakers
Table 2-10: Selected Opportunities Related to Ownership of Foreign Automotive Vehicles by Asian Americans
Computer Industry Benefits from Tech-Driven Asian Americans
Table 2-11: Selected Opportunities Related to Purchase of Computers by Asian Americans
Nordstrom Takes Advantage of Asian-American Market
Table 2-12: Selected Opportunities Related to Stores Selected by Asian- American Shoppers
Chapter 3 Market Overview
Asian-American Buying Power
How Packaged Facts Measures the Size of the Asian-American Market
Asian-American Buying Power Totals $567 Billion
Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power
Table 3-1: Asian-American Buying Power by Population Segment, 2008
Asian-American Buying Power Will Reach $750 Billion in 2013
Table 3-2: Projected Growth in Asian-American Buying Power, 2008-2013
Most Lucrative Asian-American Metro Markets
Los Angeles and New York Control 30% of Asian-American Income
Table 3-3: Top 25 Asian-American Markets Ranked by Aggregate Income, 2007
Washington-Baltimore and San Jose-San Francisco Metro Areas Have Highest Per Capita Asian-American Income
Table 3-4: Top 25 Asian-American Markets Ranked by Per Capita Income, 2007
Per Capita Income in Metro Markets Tied to Composition of Asian Population
Aggregate Spending by Asian-American Consumers
Aggregate Consumer Expenditures Offer Another Measure of Asian-American Consumer Clout
Aggregate Consumer Expenditures of Asian Americans Total $230 Billion
Asian-American Consumers Important to a Wide Range of Industries
Table 3-5: Aggregate Annual Expenditures by Asian-American Consumer Units for Food and Beverages
Table 3-6: Aggregate Annual Expenditures by Asian-American Consumer Units for Household Furnishings and Equipment
Table 3-7: Aggregate Annual Expenditures by Asian-American Consumer Units for Apparel and Services
Table 3-8: Aggregate Annual Expenditures by Asian-American Consumer Units for Vehicle Purchases and Related Expenses
Table 3-9: Aggregate Annual Expenditures by Asian-American Consumer Units for Entertainment
Table 3-10: Aggregate Annual Expenditures by Asian-American Consumer
Units for Personal-Care Products and Services, Reading Materials
and Education
Table 3-11: Aggregate Annual Expenditures by Asian-American Consumer Units for Health Care
Section II Demographic Profile of the Asian-American Population
Chapter 4 The Asian-American Population Today
Population Growth Trends
Asian-American Population Grew by 26% from 2000 to 2007
Table 4-1: Population Growth, Asian Americans vs. Other Population Segments, 2000-2007
Table 4-2: U.S. Population by Race and Hispanic Origin, 2007
Rapid Growth Expected to Continue
Table 4-3: Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2015
Ethnic and National Groups in the Asian Population
Census Bureau Tracks 17 Asian Subgroups
Table 4-4: Asian-American Population by Major Subgroup, 2006
Table 4-5: Detailed Description of Segments Included in Other Asians, 2006
Asian Indians Experience Fastest Growth
Table 4-6: Population Growth Rates of Asian Subgroups, 2000 vs. 2006
Where Asian Americans Live
Asian-American Population Highly Concentrated
Table 4-7: States with Largest Asian Populations, 2007
One in Eight Californians Is an Asian American
Table 4-8: States with Largest Percentage of Asian Americans, 2007
Table 4-9: Counties with Highest Percentage of Asians, 2007
Los Angeles and New York Have Most Asian-American Residents
Table 4-10: Metro Areas Ranked by Number of Asian Americans, 2007
Ethnic Composition of Asian-American Population Varies Widely across Metro Areas
Table 4-11: Top 15 Asian-American Markets by Top 3 Asian Subgroups, 2006
Age and Gender
Asian Indians Are Youngest Asian Americans
Table 4-12: Population by Selected Age Group, Asians vs. Other Population Groups, 2007
Table 4-13: Population of Asian Subgroups by Selected Age Groups, 2006
Asian-American Population Has Higher Percentage of Women
Table 4-14: Population by Gender, Asians vs. Other Population Groups, 2007
Marriage and Family
Asian Americans Marry Later and Are More Likely to Stay Married
Table 4-15: Median Age at First Marriage, Asian Americans vs. Others by Gender, 2006
Table 4-16: Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2007
Table 4-17: Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2007
Table 4-18: Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2007
Asian Indians Most Likely to Be Married
Table 4-19: Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2006
Asian Americans Most Likely to Be Part of Married-Couple Family
Table 4-20: Household Profile, Asian Americans vs. Others, 2006
Household Structure Varies across Asian-American Ethnic and National Groups
Table 4-21: Profile of Asian-American Households by Subgroup, 2006
Filipinos and Vietnamese Have Largest Families
Table 4-22: Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2006
Chapter 5 Economic Profile of Asian Americans
Educational Attainment
Asian Americans Play Prominent Role on Americas College Campuses
Table 5-1: Percent of 18- to 34-Year-Olds Enrolled in College or Graduate School, Asian Americans vs. Others by Age Group, 2006
One in Five Asian Americans Has Graduate or Professional Degree
Table 5-2: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2006
Table 5-3: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others by Gender, 2006
Asian Indians Best Educated
Table 5-4: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2006
Table 5-5: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2006
Employment Patterns
Management and Professional Jobs Predominate
Table 5-6: Occupations of Men 16 Years Old and Over, Asian Americans vs. Others, 2006
Table 5-7: Occupations of Women 16 Years Old and Over, Asian Americans vs. Others, 2006
Vietnamese and Filipinos Least Likely to Work as Managers and Professionals
Table 5-8: Occupations of Male Asian Americans 16 Years Old and Over by Subgroup, 2006
Table 5-9: Occupations of Female Asian Americans 16 Years Old and Over by Subgroup, 2006
Entrepreneurial Drive Important Component of Asian-American Economic Profile
Figure 5-1: Percent of Adults Who Would Like to Set Up their Own Business, Asian-Americans vs. Others by Gender
Figure 5-2: Percent Self-Employed in Unincorporated Business by Asian Subgroup
Income Levels
Asian-American Households Have Highest Income
Table 5-10: Per Capita Income, Asian Americans vs. Others, 2007
Table 5-11: Per Capita Income, Asian Americans by Subgroup, 2006`
Table 5-12: Household and Family Income Levels, Asian Americans vs. Others, 2007
Table 5-13: Household and Family Income Levels, Asian Americans by Subgroup, 2006
More than 40% of Asian Households Have Income of $75,000 or More
Table 5-14: Distribution of Household Income, Asian Americans vs. Others, 2007
Asian-American Families Especially Affluent
Table 5-15: Distribution of Family Income, Asian Americans vs. Others, 2007
Both Asian-American Men and Women Earn More than the Average Worker
Table 5-16: Distribution of Earnings of Full-Time, Year-Round Male Workers, Asian Americans vs. Others, 2007
Table 5-17: Distribution of Earnings of Full-Time, Year-Round Female Workers, Asian Americans vs. Others, 2007
Asian Indians Earn the Most
Table 5-18: Mean Earnings of Full-Time, Year-Round Male and Female Workers, Asian Americans by Subgroup, 2006
Homeownership
Homeownership Less Common
Table 5-19: Percent Owner-Occupied Housing Units, Asian Americans by Subgroup vs. Others, 2006
Asian-Owned Homes Have Exceptionally High Value
Table 5-20: Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2006
Table 5-21: Estimated Market Value of Owned Home, Asian American vs. Other Consumer Units
Table 5-22: Average Annual Expenditures for Housing and Related
Expenses by Homeowners with Mortgages, Asian Americans vs. Others
Chapter 6 Acculturation Trends
The Impact of Immigration
Asian-American Population Profoundly Affected by Exclusionary Immigration Laws
Large-Scale Asian Immigration a Recent Phenomenon
Immigration Continues to Drive Asian-American Population Growth
Table 6-1: Components of Population Increase April 1, 2000-July 1, 2007, Asian Americans vs. Others
Figure 6-1: Number of Asians Obtaining Legal Permanent Resident Status, 1998-2007
Most Asian Americans Foreign-Born, Most Hispanics Native-Born
Table 6-2: Percent of Population Foreign-Born by Year of Entry of Foreign- Born, Asians vs. Hispanics, 2006
Young Asian-American Immigrants Important Segment
Table 6-3: Percent Foreign-Born, Asians vs. Hispanics by Age Group
Korean and Japanese Americans Most Likely to Be Foreign-Born
Table 6-4: Percent of Asian-American Population Foreign-Born by Segment, 2006
Asian-Indian Population Has Highest Proportion of Recent Immigrants
Table 6-5: Percent of Asian-American Population Foreign-Born by Subgroup and Year of Entry, 2006
Vietnamese Most Likely to Be U.S. Citizens
Table 6-6: Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2006
Path to Citizenship Varies for Asians and Hispanics
Table 6-7: Percent of Asian vs. Hispanic Population Foreign-Born, 2006
Use of the English Language
More English-Speakers among Asians than Hispanics
Table 6-8: Number and Percent of People 5 Years Old and Over Proficient in English Language, Asians vs. Hispanics, 2006
Fluent English-Speakers Vary by Subgroup
Table 6-9: Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2006
English Fluency Varies across Metro Markets
Table 6-10: Top Asian-American Markets Ranked by English-Language Proficiency of Asians Five Years Old and Over, 2006
Social Values
Mainstream Religion Less of a Force
Table 6-11: Religious Preferences, Asian Americans vs. Others
Table 6-12: Social Values, Asian Americans vs. Others by Gender
Asian Americans Less Active Politically
Table 6-13: Political Profile, Asian Americans vs. Others
Asian Americans More Concerned about the Environment
Table 6-14: Attitudes toward Environmental Issues, Asian Americans vs. Others by Gender
Traditional Views of Gender Prevail
Table 6-15: Attitudes toward Gender Roles, Asian Americans vs. Others by Gender
Material Success Valued
Table 6-16: Attitudes toward Money and Work, Asian Americans vs. Others by Gender
Status Important
Table 6-17: Measures of Status, Asian Americans vs. Others by Gender
Sense of Fatalism Endures
Table 6-18: Fatalism and Optimism, Asian Americans vs. Other Americans by Gender
Asian Americans Have International Orientation
Table 6-19: Attitudes toward Other Cultures, Asian Americans vs. Other Americans by Gender
Asian Indians Place Highest Importance on Maintaining Family Ties
Table 6-20: Importance of Family to Asian Indians
Table 6-21: Importance of Maintaining Indian Language/Traditions/ Connections
Chapter 7 Profiles of National and Ethnic Groups
Asian Indians
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-1: Metro Areas Ranked by Size of Asian-Indian Population
Table 7-2: Profile of the Asian-Indian Segment of the Asian-American Market
Chinese
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-3: Metro Areas Ranked by Size of Chinese Population
Table 7-4: Profile of the Chinese Segment of the Asian-American Market
Filipinos
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-5: Metro Areas Ranked by Size of Filipino Population
Table 7-6: Profile of the Filipino Segment of the Asian-American Market
Vietnamese
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-7: Metro Areas Ranked by Size of Vietnamese Population
Table 7-8: Profile of the Vietnamese Segment of the Asian-American Market
Koreans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-9: Metro Areas Ranked by Size of Korean Population
Table 7-10: Profile of the Korean Segment of the Asian-American Market
Japanese
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-11: Metro Areas Ranked by Size of Japanese Population
Table 7-12: Profile of the Japanese Segment of the Asian-American
Market
Section III The Asian-American Consumer
Chapter 8 Overview of the Asian-American Consumer
Managing Personal Finances
Asian Americans Careful with Money
Table 8-1: Attitudes toward Spending, Saving and Investing, Asian Americans vs. Others by Gender
Asian Indians Strive for Financial Independence in Retirement
Table 8-2: Financial Goals and Attitudes toward Economic Status of Asian Indians
Financial Services Ads Pique Asian-American Interest
Table 8-3: Attitudes toward Financial Services, Asian Americans vs. Others by Gender
Asian-American Shoppers Prefer Credit Cards to Cash
Table 8-4: Attitudes toward Paying with Cash, Asian Americans vs. Others by Gender
Table 8-5: Ownership and Use of Credit Cards by Type and Brand of Credit Card, Asian Americans vs. Others
Asian Americans More Likely to Pay Entire Card Balance
Table 8-6: Percent of Cardholders Usually Paying Entire Balance, Asian Americans vs Others.
ATM/Debit Cards Also Popular
Table 8-7: Use of ATM/Debit Cards, Asian Americans vs. Others
More Asian Americans Buy CDs to Save
Table 8-8: Type of Bank Accounts Currently Have, Asian Americans vs. Others
More Asian Americans Have Investments
Table 8-9: Types of Investments Owned, Asian Americans vs. Others
More Asian Americans Turn to the Internet for Financial Information
Figure 8-1: Percent Using the Internet to Obtain Financial Information/Stock Trading, Asian Americans vs. Others
Asian Americans Less Likely to Have Life Insurance
Table 8-10: Types of Insurance Currently Have, Asian Americans vs. Others
Asian Americans Major Users of Money Transfer Services
Figure 8-2: Percent Sending Money Outside the United States in Last 12 Months, Asian Americans vs. Others
Shopping Behavior
Asian Americans Love to Shop
Table 8-11: Attitudes toward Shopping, Asian Americans vs. Others by
Gender
Asian Americans Shop with Family and Friends
Table 8-12: Shopping as a Social Event, Asian Americans vs. Others by Gender
Less Willing to Shop at New Stores
Table 8-13: Store Selection, Asian Americans vs. Others by Gender
Specialty Stores Draw Asian-American Shoppers
Table 8-14: Attitudes toward Shopping at Specialty Stores, Asian Americans vs. Others by Gender
Asian Americans Are Careful Shoppers
Table 8-15: Shopping Behavior, Asian Americans vs. Others by Gender
Brand Awareness Strong
Table 8-16: Brand Awareness, Asian Americans vs. Others by Gender
Asian Indians Willing to Pay More for Brands They Trust
Table 8-17: Product/Brand Selection Criteria of Asian Indians
Asian-American Shoppers Want Best Price for Luxury Items
Table 8-18: Shopping for Luxury Items, Asian American vs. Others by Gender
Asian-American Shoppers Hunt for Bargains
Table 8-19: Attitudes toward Sales or Bargains, Asian Americans vs. Others by Gender
Rebates Most Popular Form of Incentive Offer
Table 8-20: Use of Incentive Offers, Asian Americans vs. Others
Table 8-21: Use of Cents-Off Coupons, Asian Americans vs. Others
Asian Americans Frequent Mall Visitors
Table 8-22: Frequency of Shopping at Malls, Asian Americans vs. Others
Convenience Stores Less Popular
Figure 8-3: Percent Shopping at a Convenience Store in Last 4 Weeks, Asian Americans vs. Others by Gender
Home Electronics Stores Top Shopping Destination for Asian Americans
Table 8-23: Shopping at Home Electronics Stores, Asian Americans vs. Others
Home Furnishing Stores Also Popular
Table 8-24: Shopping at Home Furnishing/Houseware and Home Improvement Stores, Asian Americans vs. Others
Department Store Favorites Differ
Table 8-25: Department/Discount Stores Shopped in Last 3 Months, Asian Americans vs. Others
Asian Americans More Positive toward Environmentally Friendly Products
Table 8-26: Attitudes toward Eco-Friendly Products, Asian Americans vs. Others by Gender
Asian Americans and Online Shopping
Internet Has Major Impact on Asian-American Shoppers
Table 8-27: Impact of the Internet on Shopping Behavior, Asian Americans vs. Others by Gender
Asian-American Men Shop the Most on the Web
Table 8-28: Use of the Internet for Shopping, Asian Americans vs. Others by Gender
Amazon.com Draws More Asian-American Shoppers
Table 8-29: Online Shopping Behavior, Asian Americans vs. Others
Asian Americans Big Spenders on Internet
Figure 8-4: Percent Spending $1,000 or More on the Internet in Last 12 Months, Asian Americans vs. Others
Spending Patterns of Asian-American Consumer Units
Asian-American Consumer Units Analyzed
Profile of Asian-American Consumer Units Differs
Table 8-30: Characteristics of Consumer Units, Asian-American Consumer Units vs. All Consumer Units
Asian-American Consumer Units Above-Average Spenders
Table 8-31: Expenditures of Asian-American Consumer Units as Percent of After-Tax Income
Clear Differences in Asian-American Expenditure Patterns
Table 8-32: Consumer Expenditures Categories for Which Asian Americans Spend More than All Consumer Units
Table 8-33: Consumer Expenditures Categories for Which Asian Americans Spend less than All Consumer Units
Chapter 9 Asian Americans and Technology
Attitudes toward Technology and Consumer Electronics
Technology Plays Central Role
Table 9-1: Attitudes toward Technology, Asian Americans vs. Others by Gender
Figure 9-1: Percent Owning Personal Digital Assistant (PDA), Asian Americans vs. Others
Figure 9-2: Percent Owning MP3 Player, Asian Americans vs. Others
Word of Mouth Key Factor in Consumer Electronics Buying Decisions
Table 9-2: Factors in Decision to Buy Consumer Electronics, Asian
Americans vs. Others by Gender
Asian Americans and Home Computers
Computers Nearly Universal in Asian-American Homes
Table 9-3: Ownership of Home Computers, Asian Americans vs. Others
More Asian-American Homes Have Computer Networks
Figure 9-3: Percent of Households with Home Computer Network, Asian
Americans vs. Others by Gender
Heavy Computer Use Part of Lifestyle of Asian Americans
Table 9-4: Average Number of Hours per Week Using Home Computer, Asian Americans vs. Others
Asian Americans Own More Computer Hardware and Software
Table 9-5: Household Ownership of Computer Peripherals and Accessories,
Asian Americans vs. Others
Table 9-6: Types of Software Owned, Asian Americans vs. Others
Asian Indians Own Wide Array of Consumer Electronics Devices
Table 9-7: Ownership of Electronic Media/Entertainment/Communication Devices by Asian Indians
Asian Americans and the Internet
Internet an Integral Part of Asian-American Home Life
Table 9-8: Use of the Internet, Asian Americans vs. Others by Gender
Asian Americans Go Online More Often
Figure 9-4: Percent Using the Internet at Home 25 Times or More in Last 7 Days, Asian Americans vs. Others by Gender
Internet Changes Lives of Many Asian Americans
Table 9-9: Impact of the Internet on Lifestyle, Asian Americans vs. Others by Gender
Instant Messaging More Popular among Asian Americans
Table 9-10: Online Activities in Last 30 Days, Asian Americans vs. Others
YouTube Ranks High in Popularity
Table 9-11: Websites Visited in Last 30 Days, Asian Americans vs. Others . 196
Telecommunications
Cellphones More Popular
Table 9-12: Ownership of Cellphones, Asian Americans vs. Others
Asian Americans Subscribe to More Cellphone Services
Table 9-13: Additional Cellphone Services, Asian Americans vs. Others
Cellphone Bills Higher
Table 9-14: Amount of Cellphone Bill Last Month, Asian Americans vs. Others
More Asian Americans Have Internet Phone Service
Figure 9-5: Percent with Internet Phone Service, Asian Americans vs. Others
International Calls More Common
Table 9-15: Long Distance Telephone and Credit Card Use, Asian Americans vs. Others
Chapter 10 Highlights of Consumer Behavior
Eating at Home
Asian Americans Seek Out Organic and Natural Foods
Table 10-1: Attitudes toward Buying Organic/Natural Food, Asian Americans vs. Others by Gender
Healthy Eating Important to Asian Americans
Table 10-2: Attitudes toward Healthy Eating, Asian Americans vs. Others by Gender
More Asian Americans Are Vegetarians
Figure 10-1: Percent Who Are Vegetarians, Asian Americans vs. Others
Asian Americans Count Calories
Table 10-3: Attitudes toward Counting Calories, Asian Americans vs. Others by Gender
Asian Americans Willing to Experiment with New Food
Table 10-4: Attitudes toward Trying Out New Food Products, Asian Americans vs. Others by Gender
Gourmet Meals Valued
Table 10-5: Attitudes toward Food Styles, Asian Americans vs. Others by Gender
Table 10-6: Attitudes toward Eating Prepared Meals, Asian Americans vs. Others by Gender
Kitchen the Focus of Asian-American Homes
Table 10-7: Attitudes toward Cooking, Asian Americans vs. Others by Gender
Figure 10-2: Percent Who Like to Cook for Fun, Asian Americans vs. Others by Gender
Leisure and Entertainment Choices
Urban Cultural Destinations Preferred by Asian Americans
Table 10-8: Participation in Leisure Activity/Hobby in Last 12 Months, Asian Americans vs. Others
Asian Americans More Involved in Physical Fitness Programs
Table 10-9: Participation in Physical Fitness Programs, Asian Americans vs. Others
Photography Major Leisure-Time Activity
Table 10-10: Ownership of Cameras, Asian Americans vs. Others
Movies Popular with Asian Americans
Table 10-11: Movie Attendance, Asian Americans vs. Others
Fast Food and Family Restaurants Part of Asian-American Lifestyle
Figure 10-3: Average Amount Spent Annually on Food Away from Home, Asian Americans vs. Other Consumer Units
Table 10-12: Use of Fast-Food and Family Restaurants, Asian Americans vs. Others by Gender
The Asian-American Traveler
Asian Americans Prefer Foreign Travel
Table 10-13: Attitudes toward Travel, Asian Americans vs. Others by Gender
Foreign Travel More Routine
Table 10-14: Profile of Foreign Travel in Last 3 Years, Asian Americans vs. Others
Asian Americans Spend More When Traveling Domestically
Table 10-15: Profile of Domestic Travel in Last 12 Months, Asian Americans vs. Others
Frequent Flier Programs More Popular
Figure 10-4: Percent Enrolled in Frequent Flier Programs, Asian Americans vs. Others
Asian Americans Depend More on Travel Agents
Figure 10-5: Percent Using Travel Agent Services, Asian Americans vs. Others
The Asian-American Car Owner
Cars Tied to Self-Image
Table 10-16: Cars and Self Image, Asian Americans vs. Others by Gender .218
Asian Americans Buy New Cars
Table 10-17: Attitudes toward Buying New Cars, Asian Americans vs. Others by Gender
Luxury Counts When Asian Americans Buy a New Car
Table 10-18: Reasons for Buying a Car, Asian Americans vs. Others by Gender
Foreign Cars Much More Popular
Table 10-19: Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs. Others by Gender
Multiple Cars More Common in Garages of Asian Americans
Table 10-20: Vehicle Ownership Patterns, Asian Americans vs. Others
Table 10-21: Type of Vehicle Most Recently Acquired, Asian Americans vs. Others
Fashion and the Asian-American Consumer
Asian-American Men More Fashion Conscious
Figure 10-6: Percent Who Like to Keep Up with the Latest Fashions, Asian Americans vs. Others by Gender
Designer Clothes Important to Self-Image
Table 10-22: Clothes and Image, Asian Americans vs. Others by Gender
Asian Americans Love to Shop for Clothes
Table 10-23: Attitudes toward Buying Clothes, Asian Americans vs. Others by Gender
New Styles Capture Attention of Asian-American Shoppers
Table 10-24: Attitudes toward Apparel Styles, Asian Americans vs. Others by Gender
Brand Names Attract Asian-American Consumers
Table 10-25: Attitudes toward Clothing Brands, Asian Americans vs. Others by Gender
Asian-American Women Favor Dresses and Skirts
Table 10-26: Clothing Items and Accessories Purchased in Last 12 Months,
Asian-American Women vs. Other Women
Asian-American Men Use More Personal-Care Products
Table 10-27: Use of Personal-Care Products, Asian-American Men vs. Other Men
Asian-American Women Less Likely to Use Cosmetics
Table 10-28: Use of Personal-Care Products, Asian-American Women vs.
Other Women
Health Management
Asian Americans Share Many Common Attitudes toward Health
Table 10-29: Managing Personal Health, Asian Americans vs. Others by Gender
Most Expensive Medicines Seen as Best Medicines
Table 10-30: Perceived Relationship between Cost and Efficacy of Medication, Asian Americans vs. Others by Gender
Pharmaceutical Ads Work with Asian Americans
Table 10-31: Impact of Pharmaceutical Advertising, Asian Americans vs. Others by Gender
Asian Americans Are High-Information Patients
Table 10-32: Gathering Health Information, Asian Americans vs. Others by Gender
High Degree of Trust in Physicians Drug Recommendations
Table 10-33: Degree of Trust in Physicians, Asian Americans vs. Others by Gender
Alternative Medicine Popular
Table 10-34: Attitudes toward Alternative Medicine, Asian Americans vs.
Others
Vitamins Part of Health Regimen
Table 10-35: Attitudes toward Vitamins, Asian Americans vs. Others by Gender
Chapter 11 Media Usage
Print Media
Daily Newspapers Get Less Attention from Asian Americans
Figure 11-1: Percent Reading Daily Newspaper, Asian Americans vs. Others by Gender
Table 11-1: Attitudes toward Newspapers, Asian Americans vs. Others
Magazines Seen as Important Source of Information
Table 11-2: Attitudes toward Magazines, Asian Americans vs. Others
Asian Americans Turn to Weekly Newsmagazines
Table 11-3: Most Popular Magazines, Asian Americans vs. Others
Television and Radio
Television Less Important
Table 11-4: Attitudes toward Television, Asian Americans vs. Others by Gender
Table 11-5: Access to Cable Television, Asian Americans vs. Others
CNN Near Top of List
Table 11-6: Most Popular Cable Television Channels, Asian Americans vs. Others
Asian Americans Listen to News and Talk Radio
Table 11-7: Attitudes toward Radio, Asian Americans vs. Others by Gender
Table 11-8: Most Popular Radio Formats, Asian Americans vs. Others
Asian Americans and Digital Media
Internet Changes Media Consumption Habits
Table 11-9: Impact of Internet on Traditional Media Usage, Asian Americans vs. Others
Asian Americans Primed for Small-Screen Media
Table 11-10: Online Media and Information Sources Used in Last 30 Days, Asian Americans vs. Others
Figure 11-2: Percent Visiting YouTube in Last 30 Days, Asian Americans vs. Others
Figure 11-3: Percent Owning Cellphone with Web Browsing Capability, Asian Americans vs. Others.
Asian Indians Take to Online Media
Table 11-11: Use of Mass Media by Asian Indians
Receptivity to Advertising
Information Content of Ads Valued
Table 11-12: Attitudes toward Advertising, Asian Americans vs. Others by Gender
Asian Americans Try to Avoid TV Commercials
Table 11-13: Attitudes toward Television Advertising, Asian Americans vs. Others by Gender
Asian-American Readers Like Magazine Ads
Table 11-14: Attitudes toward Magazine Advertising, Asian Americans vs.
Others by Gender
Product Placement Works with Asian Americans
Table 11-15: Impact of Product Placement on Television and in Movies, Asian Americans vs. Others
Asian Americans Pay Attention to Out-of-Home Ads
Table 11-16: Impact of Out-of-Home Advertising, Asian Americans vs. Others
Appendix
Addresses of Selected Asian-American Market Resources

Abstract:

This new Packaged Facts report focuses on the consumer attitudes and spending patterns of Asian Americans, who continue to offer the most lucrative opportunities in the multicultural consumer market. Asian-American households represent 40% of all multicultural households with an income between $150,000 and $200,000, and they account for nearly half of those with an income of $200,000 or more. With buying power now approaching $600 billion, Asian-American households are more affluent than any other population group in the country, including non-Hispanic whites.

The first chapter of the report analyzes key trends shaping the Asian-American market and identifies opportunities created by Asian-American consumers. Using data from a just released 2008 survey conducted by New American Dimensions and interTrend Communications, the chapter highlights key characteristics of Asian-Indian consumers, the fastest-growing and most affluent Asian-American market segment.

The next chapters of the report assess the buying power of Asian Americans, provide an overview of demographic trends affecting the market, analyze the economic status of Asian Americans and discuss ongoing trends in language use and acculturation on the part of Asian Americans.

Another chapter provides comprehensive profiles of the largest subgroups of the Asian-American market—Asian Indians, Chinese, Filipinos, Vietnamese, Koreans and Japanese. The profiles provide in-depth data on topics important for marketers to understand about each of these Asian-American population segments. The profiles rank metropolitan areas in terms of the population of each subgroup and include data on language and acculturation, family structure, educational attainment and employment patterns.

The next section of the report provides a comprehensive overview of the attitudes and behavior of the Asian-American consumer. One chapter evaluates how Asian Americans manage their personal finances and their shopping and spending patterns. Another chapter offers an in-depth look at the involvement of Asian-American consumers with technology and the Internet. Another chapter analyzes key aspects of Asian-American consumer behavior across a variety of areas. One part of this chapter highlights the interest of Asian Americans in eating organic and natural foods. Other aspects of consumer behavior covered by the chapter include leisure and entertainment, fashion, car ownership and health and wellness. The report concludes with a chapter on the media usage habits of Asian Americans.

Research Methodology

The report is based on information collected directly from firms active in the Asian-American market as well as a comprehensive analysis of relevant industry and trade publications. Primary research sources include the Winter 2007/2008 National Consumer Survey of Simmons Market Research Bureau.

The report also includes data from "Asian Indians in the U.S.," September 2008, a study based upon an online survey of 458 first-generation Asian-Indian respondents conducted by Los Angeles, California-based New American Dimensions (NAD) and Long Beach, California-based interTrend Communications.

U.S. Government sources include the Census Bureau, Bureau of Labor Statistics (BLS) and Office of Immigration Statistics. Census Bureau data used in the report include population projections and data from the 2007 American Community Survey that were released in August 2008. The report also includes the latest available data on detailed demographic characteristics of Asian-American subgroups from the 2006 Community Survey.

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