The U.S. Asian American Market

Published: Mar 1, 2002 - 318 Pages

Table of Contents:

  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

Abstract:

This new Packaged Facts report provides a thorough analysis of the Asian American market; the most affluent of the population segments tracked by the U.S. Census Bureau. The report uses the latest data available from Census 2000 as well as data from 2001 Census surveys to compile a comprehensive demographic assessment of Asian Americans, including income levels, family structure, and employment patterns. Profiles are provided for the various national subgroups that comprise the Asian American population, including Asian Indians, Chinese, Vietnamese, Filipinos, Koreans, and Japanese. Key trends in the Asian American market are highlighted and estimates of the size and growth of the purchasing power of Asian Americans are provided. The report details the offline and online consumer behavior of Asian Americans and shows how cultural factors can affect their buying decisions. Asian American media are reviewed, marketing and advertising strategies employed in the Asian American market are analyzed, and case studies of companies targeting the Asian American market are presented. Appendices include information about resources available to companies interested in the Asian American market and examples of advertisements designed for Asian American consumers.

Between 1990 and 2000 the Asian American population increased nearly four times as fast as the U.S. population as a whole. Asian American households outpace all other population groups in relative spending power and have a more favorable economic profile than non-Hispanic white households. The $83,804 in average income enjoyed by Asian American married-couple households is 8% higher than that of non-Hispanic white households. Moreover, on average, Asian Americans working full-time earn more than their non-Hispanic white counterparts ($47,189 vs. $46,794).

Find out about the cultural factors that can drive the buying decisions of Asian Americans. Learn how companies active in the Asian American market reach out to various Asian American subgroups. Discover how the Internet enables marketers to target niche groups among Asian Americans, the most connected of all population groups in the United States.

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