Special Ethnic Demographic Series: The U.S. Hispanic, African American and Asian American Markets

Published: Nov 1, 2002 - 840 Pages

Table of Contents:

THE U.S. HISPANIC MARKET

  1. Executive Summary

    Introduction
    Scope and Methodology
    Demographic Overview
    Survey of the Hispanic Market
    Consumer Behavior of Hispanics
    Hispanic Media
    Overview of Marketing, Promotional, and Advertising Strategies
    Case Studies of Companies Marketing to Hispanics

  2. Demographic Overview Of The Hispanic Population
    Population Size and Growth
    National Origin and Race
    Geographic Distribution
    Age
    Household and Family Structure
    Economic Status
    Employment and Occupational Status
    Educational Attainment
    Health Status
    Language
    Political and Social Values
    Overview of Hispanic Population Groups

  3. Survey Of The Hispanic Market

    Key Market Segments
    Size of the Market
    Consumer Expenditure Patterns
    Hispanics and the Media

  4. Hispanic Media
    Television
    Radio
    New Media

  5. Overview Of Marketing, Promotional, And Advertising Strategies
    Marketing and Promotional Approaches
    Advertising Strategies
    Advertising Expenditures
    Examples of Advertising Campaigns

  6. Case Studies Of Companies Marketing To Hispanics
    Automotive
    Consumer Products
    Financial Services
    Food and Beverages
    Restaurants
    Retail
    Telecommunications
    Appendix I: Examples Of U.S. Hispanic Market Advertising


THE U.S. AFRICAN AMERICAN MARKET

  1. Executive Summary

    Introduction
    Scope and Methodology
    Demographic Overview
    Survey of the African American Market
    Consumer Behavior
    Media
    Overview of Marketing, Promotional, and Advertising Strategies
    Case Studies of Companies Marketing to African Americans

  2. Demographic Overview of the African American population
    Market Definition
    Population Size and Growth
    National Origin
    Geographic Distribution
    Age and Gender
    Household and Family Structure
    Economic Status
    Employment and Occupational Status
    Educational Attainment
    Health Status
    Political and Social Values
    Demographic Profile of African American Men
    Demographic Profile of African American Women

  3. Survey of the African American Market
    Affluent African American Market Segment
    African American Women Market Segment
    Size of the Market
    Growth of the Market

  4. Consumer Behavior
    Consumer Expenditure Patterns
    African Americans and the Internet

  5. Media
    Television
    Radio
    New Media

  6. Overview of Marketing, Promotional, and Advertising Strategies
    Marketing and Promotional Approaches
    Advertising Strategies and Campaigns

  7. Case Studies of Companies Marketing to African Americans
    Automotive
    Financial Services
    Food and Beverages
    Restaurants
    Retail
    Other
    Appendix I: Examples of U.S. African American market advertising

    Appendix II: Addresses of Selected U.S. African American Market Resources

THE U.S. ASIAN AMERICAN MARKET

  1. Executive Summary

    Introduction
    Scope and Methodology
    Demographic Overview
    Survey of the Asian American Market
    Consumer Behavior
    Media
    Marketing, Promotional, and Advertising Strategies
    The South Asian Segment of the Asian American Market
    The Chinese Segment of the Asian American Market
    Other Segments of the Asian American Market

  2. Demographic overview of the Asian american population
    Population Size and Growth
    Overview of Asian Subgroups
    Immigration Trends
    Language
    Geographic Distribution
    Age and Gender
    Marriage and Family
    Economic Status
    Homeownership
    Employment and Occupational Status
    Educational Attainment
    Health Status
    Political and Social Values

  3. Survey of the Asian American Market
    Market Trends
    Size and Growth of the Asian American Market

  4. Consumer Behavior
    Shopping Behavior and Buying Style
    Asian American Consumer Focus: Computers and Electronics
    Asian American Consumer Focus: Financial Services
    Asian American Consumer Focus: Food and Beverages
    Asian American Consumer Focus: Personal Care
    Asian American Consumer Focus: Travel
    Asian American Consumer Focus: Other Industries
    Asian Americans and the Internet

  5. Media
    Print
    Television
    Radio
    New Media
    Marketing Approaches
    Advertising Strategies and Campaigns
    Examples of Companies Marketing to Asian Americans

  6. The South Asian Segment of the asian american market
    Key South Asian Markets
    Examples of Companies Marketing to the South Asian Segment of the Asian American Market

  7. The Chinese Segment of the asian american market
    Key Chinese Markets
    Examples of Companies Marketing to the Chinese Segment of the U.S. Asian American Market

  8. Other Segments of the asian american market
    The Vietnamese Segment of the Asian American Market
    The Korean Segment of the Asian American Market
    The Japanese Segment of the Asian American Market
    Appendix I: Examples of U.S. Asian American market advertising

    Appendix II: Addresses of Selected Asian American Market Resources


Abstract:

The U.S. Hispanic Market
September 2001

This completely new Packaged Facts report provides a timely analysis of the consumer market created by the 35.3 million Hispanics living in the United States, who now make up the largest minority population segment in the country. The report begins by using the latest available data from Census 2000 and a wide variety of other sources to construct an in-depth demographic profile of the Hispanic population. Variables analyzed include population distribution, income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the U.S. Hispanic market, such as immigration patterns and birth rates, are assessed, and estimates of market size and growth are provided. The report then analyzes the consumer behavior of Hispanics, including their shopping behavior and buying patterns. The growing significance of e-commerce in the Hispanic market is evaluated in detail. The report provides an overview of Hispanic media, including television, radio, print and online media. The marketing and promotional approaches and selected advertising campaigns of major companies active in the U.S. Hispanic market are reviewed, and case studies of Hispanic marketing strategies are provided. Appendices include information about resources available to companies interested in the Hispanic market and examples of advertisements targeting the market.

Between 1990 and 2000 the Hispanic population grew more than four times as fast as the population as a whole (57.9% vs. 13.2%). Hispanic consumers are now driving forces in most of the largest markets in the country, including Los Angeles, New York City, Chicago, Miami, and all major metropolitan areas in the Southwest. Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. Growth rates of Hispanics in younger age groups are expected to be especially significant. Despite its importance, the Hispanic market is still underserved by many consumer-products companies and continues to offer significant opportunities for growth.

Discover how the growth patterns in the Hispanic population uncovered by Census 2000 are affecting the marketing strategies of businesses in both large and small markets throughout the United States. Learn about why marketers need to consider the diverse subgroups and subcultures within the Hispanic population. Find out how Hispanic families are narrowing the digital divide. Understand what Hispanic consumers look for when they decide to buy. Keep up with ongoing changes in Hispanic media.

The U.S. African American Market
January 2002

This new Packaged Facts report provides an up-to-date assessment of the African American consumer market, which includes more than 36.4 million Americans who identified as African Americans in Census 2000. The report uses Census 2000 data and a wide variety of other current research to analyze key demographic variables, such as income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the African American market, such as increasing income and educational attainment levels, are assessed. The report provides estimates of the current and projected buying power of African Americans and offers an analysis of the size of the market for key consumer products and services among African Americans. The report then analyzes the offline and online shopping behavior and buying patterns of African American consumers and provides a review of African American media, including television, radio, print, and online media. Marketing, promotional, and advertising strategies of major companies operating in the African American market are reviewed, and case studies of African American marketing strategies are presented. Appendices include resources that can be used by companies interested in the African American market and examples of advertisements targeting the market.

Census 2000 found that during the previous decade the number of African Americans grew six times as fast as the non-Hispanic white population. Even more significant, Census data show that the mean income of African American households grew 25.8% between 1990 and 2000, more than four times as fast as that of non-Hispanic white households. As a result, 3.7 million African American households have annual incomes of $50,000 or more. Moreover, there are 1.4 million upper-income African American households with an annual income of $75,000 or more. Growing numbers of these increasingly affluent African American families are living in the suburbs.

Tap into the growing buying power of affluent African American suburban families. Discover the potential in underserved market segments such as African American Baby Boomers. Get the latest research available about the online behavior of African Americans. Find out how media usage among African Americans differs from other market segments.

The U.S. Asian American Market
March 2002

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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