The U.S. Multicultural Women Market

Published: Jul 1, 2004 - 234 Pages

Table of Contents:

Chapter 1: Executive Summary
  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Market Definition
    • Methodology

  • Population Trends
    • Multicultural Women Comprise Nearly 30% of Women’s Population
    • Population of Multicultural Women Experiences Rapid Growth
    • Population of Multicultural Women Will Reach 37 Million in 2008
    • Latinas Will Account for Majority of Growth in Multicultural Women’s Population

  • Economic Profile
    • Multicultural Women Enjoyed Above-Average Increase in Income during 1990s
    • Asian American Women Top Earners
    • One in Four Multicultural Women Works as Manager or Professional
    • Many Multicultural Women Own Businesses

  • Social Indicators
    • Multicultural Women Are High Educational Achievers
    • On-Campus Gender Gap Widest for Black and Hispanic Women
    • Marriage and Childbearing Patterns Differ Across Cultures
    • Hispanic Moms with Infants Most Likely to Stay at Home
    • More Multicultural Moms Enter Labor Force
    • Black Women Head More Households
    • Health Problems Vary across Population Groups
    • Multicultural Women More Driven to Succeed

  • Overview of Consumer Behavior of Multicultural Women
    • Shopping Has Higher Priority
    • Reasons for Choosing Stores Vary
    • In-Store Behavior Differs
    • Fashion More Important to Multicultural Women
    • New Clothes More Important to Multicultural Women
    • Designer Labels More Highly Valued
    • Wide Differences in Use of Personal-Care Products
    • Variances in Use of Over-the-Counter Remedies
    • Dieting Less of a Concern
    • Multicultural Women More Favorable toward Advertising
    • Multicultural Kids Have Greater Impact on Shopping Habits of Their Moms
    • Asian American Women Most Likely to Be Online

  • Consumer Profile: Latinas
    • National Origins Make a Difference
    • Family Life Has High Priority
    • Substantial Majority of Latinas Are Foreign-Born
    • Acculturation Has Major Impact on Latinas
    • Latinas Have Distinct Consumer Profile

  • Consumer Profile: African American Women
    • Black Women Form Largest Market Segment
    • Black Women Least Likely to Be Married
    • Many Black Women Head Families
    • Educational Achievement High
    • Black Women Close Income Gap
    • One in Four Black Women Has Managerial or Professional Job
    • Health Risks High
    • Consumer Behavior Summarized
    • Black Women More Confident and Secure with Themselves
    • African American Women Leading Users of Telecommunications Services
    • Black Women Value Television More

  • Consumer Profile: Asian American Women
    • Chinese Are Largest Asian Subgroup
    • Divorce Less Common
    • Many Asian American Women in Interracial Marriages
    • Educational Attainment Exceptionally High
    • Asian American Women in the Workplace Earn More
    • But Many Are Stay-at-Home Moms
    • Most Asian American Women Born outside the United States
    • Asian American Women Are in Better Health
    • Asian American Women Highly Driven to Succeed
    • Asian American Women Lead in Use of Financial Services
    • Internet Has Biggest Impact on Media Habits of Asian American Women
    • Degree of Acculturation Key Element in Segmentation of Asian American Women

  • Size and Growth of the Market
    • New York and Los Angeles Top Markets for Multicultural Women
    • Buying Power of Multicultural Women Tops $722 Billion
    • Buying Power of Asian and Hispanic Women Will Grow Faster
    • African American Women Will Keep Dominant Share of Market

  • Market Trends and Strategic Opportunities
    • Diversity among Multicultural Women Demands Attention
    • Niche Marketing Still Required
    • Rate of Acculturation Raises Questions for Multicultural Marketing Strategies
    • Multicultural Women Will Provide More Opportunities at Faster Pace
    • Each Segment Represents Unique Opportunity

Section 1: Demographic Overview

Chapter 2: Current Population Trends

  • Population Size and Growth
    • Multicultural Women Comprise Nearly 30% of Women’s Population
    • Table 2-1: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2000
    • Table 2-2: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2003
    • African American Women Largest Multicultural Segment
    • Table 2-3: Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2003
    • Population of Multicultural Women Experiences Rapid Growth
    • Table 2-4: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 1995 vs. 2003
    • Table 2-5: Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 1995 to 2003
    • Multicultural Population Expected to Register Explosive Growth
    • Figure 2-1: Percent Cumulative Growth in the Population 2000-2010, Non-Hispanic Whites vs. Other Population Groups
    • Figure 2-2: Growth in the Population 2000-2010, Non-Hispanic Whites vs. Other Population Groups
    • Population of Multicultural Women Will Reach 36 Million in 2008
    • Table 2-6: Projected Growth of Population of Multicultural Women 18 Years Old and Over, 2003-2008
    • Table 2-7: Multicultural and Non-Hispanic White Women as Percent of U.S. Female Population 18 Years Old and Over, 2003-2008
    • Latinas Will Account for Majority of Growth in Multicultural Women’s Population
    • Table 2-8: Projected Growth of Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2003-2008
    • Table 2-9: Growth in Population of Multicultural Women18 Years Old and Over, 2003-2008
    • Table 2-10: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2003-2008

  • Other Population Characteristics
    • Multicultural Females Account for Larger Proportion of Younger Age Groups
    • Table 2-11: U.S. Female Population by Race and Hispanic Origin, Under 20 Years Old vs. Over 20 Years Old.
    • Table 2-12: Population of U.S. Women by Selected Age Group, by Race and Hispanic Origin
    • Residential Patterns of Multicultural Women Differ
    • Table 2-13: Population of U.S. Females by Region and Race and Hispanic Origin
    • Table 2-14: Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence

Chapter 3: Economic Profile

  • Income
    • Aggregate Income Tops $585 Billion
    • Table 3-1: Aggregate Income of Women 18 Years Old and Over by Race and Hispanic Origin
    • Figure 3-1: Aggregate Income of Multicultural Women by Population Group
    • Multicultural Women Wield More Economic Influence
    • Table 3-2: Aggregate Income of Women by Race and Hispanic Origin
    • Multicultural Women Enjoyed Above-Average Increase in Income during 1990s
    • Table 3-3: Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 1990 vs. 2002
    • Table 3-4: Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 1990 vs. 2002
    • Asian Women Top Earners
    • Table 3-5: Mean Income and Earnings, Multicultural Women vs. Others
    • One in Five Multicultural Women Earns More than $50,000
    • Table 3-6: Distribution of Income of Women, by Race and Hispanic Origin
    • Table 3-7: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over, by Race and Hispanic Origin
    • Marriage and Education Narrow Earnings Gap
    • Table 3-8: Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin
    • Table 3-9: Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin
    • Sources of Income Vary
    • Table 3-10: Sources of Income of Women under 65 Years Old, by Race and Hispanic Origin
    • Multicultural Women Enjoy Significant Property Income
    • Table 3-11: Sources of Income of Asian American Women under 65 Years Old
    • Table 3-12: Sources of Income of African American Women under 65 Years Old
    • Table 3-13: Sources of Income of Hispanic Women under 65 Years Old

  • Multicultural Women in the Workplace
    • Multicultural Women Likely to Be Working Women
    • Table 3-14: Women in the Labor Force, by Race and Hispanic Origin
    • One in Four Multicultural Women Works as Manager or Professional
    • Table 3-15: Occupations of Women, by Race and Hispanic Origin
    • Study Shows Major Employment Gains by Multicultural Women during 1990s
    • Multicultural Women Still Face Many Barriers on the Job
    • Many Multicultural Women Own Businesses

Chapter 4: Social Indicators

  • Educational Attainment
    • Most Multicultural Women Well Educated
    • Table 4-1: Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin
    • Table 4-2: College Enrollment Rates of 18- to 24-Year-Old Women, by Race and Hispanic Origin
    • Multicultural Women Are High Educational Achievers
    • Table 4-3: Associate’s and Bachelor’s Degrees Awarded to Women, by Race and Hispanic Origin, 2001-2002
    • Table 4-4: Associate’s and Bachelor’s Degrees Awarded to Women as a Percent of All Degrees, by Race and Hispanic Origin, 2001-2002
    • On-Campus Gender Gap Widest for Black and Hispanic Women
    • Table 4-5: Associate’s and Bachelor’s Degrees Awarded to Women, by Race and Hispanic Origin, 2001-2002
    • Figure 4-1: Percent of College Degrees Awarded to Multicultural Women

  • Marital Status and Family Structure
    • Marriage Patterns Differ Across Cultures
    • Table 4-6: Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin
    • Childbearing Patterns Distinct
    • Table 4-7: Women 15 Years Old and Over Who Have Never Had Children, by Age and and Hispanic Origin
    • Table 4-8: Distribution of 15- to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin
    • Table 4-9: Women 15 to 44 Years Old Who Had a Child in the Last Year, by Race and Hispanic Origin
    • Multicultural Women Account for Disproportionate Number of Births
    • Table 4-10: Number of Births, by Race and Hispanic Origin of Mother
    • Figure 4-2: Hispanic Women as Percent of Population of 15- to 44-Year-Old Women and Births to Hispanic Women as Percent of Total, 2002
    • Education Level Key Factor
    • Table 4-11: Women 35- to 44-Years-Old Who Have Never Had Children, by Educational Attainment, Race, and Hispanic Origin
    • Hispanic Moms with Infants Most Likely to Stay at Home
    • Table 4-12: Labor Force Participation among Mothers with Infants by Race and Hispanic Origin
    • Table 4-13: Labor Force Participation of Women in Married-Couple Families, by Race and Hispanic Origin
    • More Multicultural Moms Enter Labor Force
    • Table 4-14: Labor Force Participation among Mothers with Infants by Race and Hispanic Origin, 1994 vs. 2002
    • Black Women Head More Households
    • Table 4-15: Households Headed by Women, by Race and Hispanic Origin

  • Health Status
    • Many Factors Affect Health of Multicultural Women
    • Health Problems Vary across Population Groups
    • Table 4-16: Key Indicators of Health for Multicultural Women by Race and Hispanic Origin
    • Multicultural Women Exercise Less
    • Table 4-17: Attitudes of Multicultural Women toward Health
    • Multicultural Women Report Different Health Status
    • Table 4-18: Ailments Reported by Multicultural Women in Last 12 Months
    • Use of Medication Varies
    • Table 4-19: Use of Medications by Multicultural Women
    • Cultural Factors Affect Perception of Mental Illness

  • Political and Social Values
    • Latinas and Asian American Women Less Active Politically
    • Table 4-20: Participation in 2000 Election, by Race and Hispanic Origin
    • Table 4-21: Political Profile of Multicultural Women
    • Religion Most Important to Black Women
    • Table 4-22: Selected Social Values of Multicultural Women
    • Multicultural Women More Driven to Succeed
    • Table 4-23: Attitudes toward Money and Work
    • Role of Children and Family Varies
    • Table 4-24: Attitudes toward Family and Children

Section 2: Understanding the Consumer Behavior of Multicultural Women

Chapter 5: Overview of Consumer Behavior of Multicultural Women

  • Shopping Behavior and Buying Patterns
    • Shopping Has Higher Priority
    • Table 5-1: Multicultural Women and the Importance of Shopping
    • Asian American Women Look for Bargains
    • Table 5-2: Price Sensitivity of Multicultural Women
    • Brand Awareness Mixed
    • Table 5-3: Brand Loyalty of Multicultural Women
    • Convenience Less Important to African American Women When Choosing Stores
    • Table 5-4: Criteria for Store Selection
    • In-Store Behavior Differs
    • Table 5-5: In-Store Shopping Behavior of Multicultural Women

  • Attitudes toward Fashion and Style
    • Fashion and Style More Important to Multicultural Women
    • Table 5-6: Attitudes of Multicultural Women toward Fashion and Style
    • Multicultural Women Enjoy Shopping for Clothes
    • Figure 5-1: Percent of Women Who Really Enjoy Clothes Shopping
    • New Clothes More Important
    • Table 5-7: Attitudes of Multicultural Women toward Shopping and Buying Clothes
    • Designer Labels More Highly Valued
    • Table 5-8: Attitudes of Multicultural Women toward Apparel Brands
    • Wide Differences in Use of Personal-Care Products
    • Table 5-9: Use of Cosmetics by Multicultural Women
    • Table 5-10: Use of Hair-Care Products by Multicultural Women
    • Wide Variances in Use of Over-the-Counter Remedies
    • Table 5-11: Use of Over-the-Counter Remedies by Multicultural Women

  • Attitudes toward Food
    • Dieting Less of a Concern
    • Table 5-12: Attitudes of Multicultural Women toward Dieting
    • Healthy Eating Has Lower Priority
    • Table 5-13: Attitudes of Multicultural Women toward Healthy Eating
    • Asian American Women Most Aware of Nutritional Value of Foods
    • Table 5-14: Attitudes of Multicultural Women toward Nutrition
    • Table 5-15: Attitudes of Multicultural Women toward Prepared Foods
    • Table 5-16: Attitudes of Multicultural Women toward Cooking
    • Tried-and-True Meals Favored
    • Table 5-17: Attitudes of Multicultural Women toward Food Styles
    • Table 5-18: Attitudes of Multicultural Women toward Trying New Foods
    • African American Women More Likely to Eat at Fast-Food Chains
    • Table 5-19: Use of Fast Food Restaurants by Multicultural Women
    • Table 5-20: Use of Family Restaurants and Steak Houses by Multicultural Women

  • Receptivity to Advertising
    • Multicultural Women More Favorable to Advertising
    • Table 5-21: Attitudes of Multicultural Women toward Advertising in General
    • African American Women Most Receptive to Ads in All Media
    • Table 5-22: Attitudes of Multicultural Women toward Television Advertising
    • Table 5-23: Attitudes of Multicultural Women toward Print Advertising
    • Table 5-24: Receptivity of Multicultural Women toward Outdoor Advertising

  • Multicultural Women Consumers and Their Families
    • Latinas Shop with Family
    • Table 5-25: Attitudes of Multicultural Women toward Shopping as a Social Experience
    • Figure 5-2: Percent of Women Who Enjoy Shopping with Their Children
    • Multicultural Kids Have Greater Impact on Shopping Habits of Their Moms
    • Table 5-26: Children’s Influence on Shopping Behavior of Multicultural Mothers
    • Multicultural Mothers Have Positive View of Advertising to Kids
    • Table 5-27: Attitudes of Multicultural Mothers toward Advertising to Kids

  • Multicultural Women and the Internet
    • Asian American Women Most Likely to Be Online
    • Table 5-28: Use of the Internet by Multicultural Women
    • Table 5-29: Impact of the Internet on Lifestyles of Multicultural Women
    • Top Online Activities Listed
    • Table 5-30: Online Activities of Multicultural Women
    • Asian American Women Most Interested in Online Shopping
    • Table 5-31: Attitudes of Multicultural Women about Online Shopping
    • Asian American Women More Likely to Buy Online
    • Table 5-32: Online Shopping by Multicultural Women

Chapter 6: Consumer Profile: Latinas

  • Demographic Overview
    • Key Facts about Latinas Highlighted
    • Table 6-1: Key Facts about Latinas
    • Younger Age Groups Dominate
    • Table 6-2: Population of Hispanic Women by Selected Age Group
    • Majority of Latinas Are Mexican
    • Table 6-3: Population of Hispanic Women 18 Years Old and Over, by Hispanic Subgroup
    • Residential Patterns of Latinas Vary by National Origin
    • Table 6-4: Hispanic Women by Hispanic Subgroups and by Region of Residence
    • Table 6-5: Hispanic Women by Hispanic Origin Subgroups and by Location of Residence, Metropolitan vs. Non-metropolitan

  • Marriage and Family
    • Mexican and Cuban Women Most Likely to Be Part of Married Couple
    • Table 6-6: Marital Status of Hispanic Women 15 Years Old and Over, by Hispanic Subgroup
    • Puerto Rican Women Most Likely to Be Single Moms
    • Table 6-7: Family Type by Hispanic Subgroup
    • Mexicans Have Largest Families
    • Table 6-8: Family Household Size by Hispanic Subgroup

  • Economic Status
    • Puerto Rican Women More Likely to Be High Earners
    • Table 6-9: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over by Hispanic Subgroup
    • Table 6-10: Total Money Income of Families by Hispanic Subgroup
    • More Puerto Rican and Cuban Women Have Professional and Managerial Jobs
    • Table 6-11: Occupation of Employed Civilian Females 16 Years Old and Over, by Hispanic Subgroup
    • Educational Attainment Varies
    • Table 6-12: Educational Attainment of Hispanic Women 25 Years Old and Over, by Hispanic Subgroup, 2003

  • Impact of Acculturation
    • Substantial Majority of Latinas Are Foreign-Born
    • Table 6-13: Foreign- vs. U.S.-Born Hispanic Women, by Age Group
    • Most Speak English
    • Table 6-14: Bilingual and Native English-speaking Hispanics 18 Years Old and Over
    • Marriage More Common among Immigrant Latinas
    • Table 6-15: Marital Status of Hispanic Women 15 Years Old and Over, U.S. vs. Foreign-Born
    • Foreign-Born Latinas Responsible for Majority of Births
    • Table 6-16: Children Born in Last Year to 15- to 44-Year-Old Hispanic Women, by Place of Birth of Mother
    • Table 6-17: Number of Children in Hispanic Families, U.S.- vs. Foreign-Born Parents
    • Education Leads to Higher-Paying Jobs for U.S.-Born Latinas
    • Table 6-18: Educational Attainment of Hispanic Women 25 Years Old and Over, Foreign Born vs. U.S.-Born
    • Table 6-19: Occupation, Foreign-Born vs. U.S.-Born Hispanic Women,
    • Table 6-20: Distribution of Earnings of Hispanic Women Working Full-Time, Year-Round
    • Foreign-Born Moms More Likely to Stay at Home
    • Table 6-21: Stay-at-Home Moms in Hispanic Married-Couple Families with Children under15 Years Old, U.S.- vs. Foreign-Born Parents

  • Consumer Attitudes and Behavior
    • Consumer Attitudes Summarized
    • Table 6-22: Highlights of Consumer Attitudes and Behavior of Hispanic Women

  • Media Trends
    • Magazines Compete for Latina Readers
    • New Magazine Targets Young Latinas
    • Media Offer Parenting Resources
    • TodoBebe Debuts TV Show
    • Univision.com Launches “Tu Bebé”

  • Examples of Marketing Approaches
    • Jordache Appeals to Latinas
    • Unilever Looks to Multicultural Markets
    • Procter & Gamble Brands Cater to Hispanic Women
    • Nestlé Targets Hispanic Moms
    • Revlon Appeals to Multicultural Women
    • Retailer Turns To Hispanic Celebrity with Crossover Appeal

Chapter 7: Consumer Profile: African American Women

  • Demographic Overview
    • Key Facts about African American Women Summarized
    • Table 7-1: Key Facts about African American Women
    • African American Women Younger than Average
    • Table 7-2: Population of African American Women by Selected Age Group
    • Majority Found in South
    • Table 7-3: African American Women by Region of Residence
    • Most Live in Central Cities
    • Table 7-4: African American Women by Location of Residence, Metropolitan vs. Non- metropolitan

  • Marriage and Family
    • Black Women Least Likely to Be Married
    • Table 7-5: Marital Status of African American Women 15 Years Old and Over
    • African American Women Most Likely to Live Alone
    • Table 7-6: Percent of Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
    • Many Black Women Head Families
    • Table 7-7: Family Households, African Americans vs. Other Population Groups
    • Families Are Relatively Large
    • Table 7-8: Family Size of African Americans
    • Families Headed by Black Women Profiled

  • Economic Status
    • Black Women Close Income Gap
    • Table 7-9: Mean Income of Non-Hispanic White, Hispanic, and Black Women, 1992 vs. 2002
    • Number of Black Women Earning $50,000+ Tops 1.7 Million
    • Table 7-10: Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over
    • Two Million Black Women Have College Degrees
    • Table 7-11: Educational Attainment of African American Women 25 Years Old and Over, 2003
    • One in Four Black Women Has Managerial or Professional Job
    • Table 7-12: Occupation of Employed African American Civilian Females 16 Years Old and Over
    • New “Power Gap” Concerns Black Women

  • Consumer Attitudes and Behavior
    • Consumer Behavior Summarized
    • Table 7-13: Highlights of Consumer Attitudes and Behavior of African American Women
    • Black Women More Confident and Secure with Themselves
    • Many Indulge Themselves with Luxury Items
    • African American Women Leading Users of Telecommunications Services
    • Table 7-14: Multicultural Women, Use of Telecommunications Services

  • Media Trends
    • Black Women Value Television More
    • Table 7-15: Attitudes of Multicultural Women toward Television
    • Radio Seen as Entertainment Source
    • Newspapers Distrusted but Magazines Valued
    • Table 7-16: Attitudes of Multicultural Women toward Print Media
    • African American Magazine Titles Remain Popular
    • Black Women’s Market Remains Underserved by Magazines
    • African American Magazines Reflect Role of Women in Black Community

  • Marketing Approaches
    • Allstate Insurance Company Appeals to African American Women and Families
    • Marketers Focus on Essence Music Festival
    • Procter & Gamble Reaches Out to African American Women

Chapter 8: Consumer Profile: Asian American Women

  • Demographic Overview
    • Key Facts about Asian American Women Presented
    • Table 8-1: Key Facts about Asian American Women
    • Age Structure Differs
    • Table 8-2: Population of Asian American Women by Selected Age Group
    • Chinese Are Largest Asian Subgroup
    • Table 8-3: Population of Asian Americans, by Subgroup
    • Majority of Asian American Women Live in the West
    • Table 8-4: Asian American Women by Region of Residence
    • Few Live in Rural Areas
    • Table 8-5: Asian American Women by Location of Residence, Metropolitan vs. Non- metropolitan

  • Marriage and Family
    • Divorce Less Common
    • Table 8-6: Marital Status of Asian American Women 15 Years Old and Over
    • Many Asian American Women in Interracial Marriages
    • Table 8-7: Percent of Asian American Women Married to Asian American Men
    • Table 8-8: Same Race vs. Interracial Married Couples
    • Table 8-9: Interracial Couples
    • Table 8-10: Asian Americans with non-Asian Spouses, by Gender

  • Economic Status
    • Educational Attainment Exceptionally High
    • Table 8-11: Educational Attainment of Asian American Women 25 Years Old and Over
    • Asian American Women in the Workplace Earn More
    • Table 8-12: Earnings of Full-Time, Year-Round Female Workers 15 Years Old and Over
    • Table 8-13: Occupation of Employed Asian American Civilian Females 16 Years Old and Over
    • But Many Are Stay-at-Home Moms
    • Table 8-14: Number of Children under 15 in Married-Couple Families with Stay-at-Home Moms, Asian American vs. Others

  • Impact of Acculturation
    • Most Asian American Women Born outside the United States
    • Table 8-15: Foreign-Born Asian American Women, by Age Group
    • Many Are Recent Immigrants
    • Table 8-16: Foreign-Born Asian American Women, by Year of Entry
    • Few Lack English-Language Skills
    • Table 8-17: Bilingual and Native English-speaking Asian Americans 18 Years Old and Over
    • Foreign-Born Asian American Women Better Educated
    • Table 8-18: Educational Attainment of Asian American Women 25 Years Old and Over, Foreign-Born vs. U.S.-Born
    • Many Foreign-Born Asian American Women in Management Jobs
    • Table 8-19: Occupation, Foreign-Born vs. U.S.-Born Asian American Women

  • Consumer Attitudes and Behavior
    • Consumer Attitudes Highlighted
    • Table 8-20: Highlights of Consumer Attitudes and Behavior of Asian American Women
    • Asian American Women Have Distinct Views of Personal Finances
    • Table 8-21: Attitudes of Multicultural Women toward Personal Financial Management
    • Asian American Women Lead in Use of Financial Services
    • Table 8-22: Use of Financial Services by Multicultural Women

  • Media Trends
    • Internet Has Biggest Impact on Media Habits of Asian American Women
    • Table 8-23: Impact of Internet on Media Usage by Multicultural Women
    • Table 8-24: Use of Online Media by Multicultural Women
    • Print Media Mirror Segmented Asian American Population
    • Several General-Market Titles Succeed with Asian American Women
    • English-Language Magazines Search for Winning Formula

  • Marketing Approaches
    • Marketers Seen Ignoring Asian American Women Consumers
    • Segmentation Seen as Vital
    • Degree of Acculturation Key Element in Segmentation of Asian American Women
    • Marketing Efforts Highly Localized

Chapter 9: Size and Growth of the Market

  • Major Geographic MarketsM
    • New York and Los Angeles Top Markets for Multicultural Women
    • Table 9-1: Metropolitan Areas with Largest Populations of Multicultural Women 18 Years Old and Over
    • Composition of Major Markets Differs
    • Table 9-2: Top Metro Markets for Multicultural Women
    • Spending Power of Multicultural Women Varies Across Metro Markets
    • Table 9-3: Top Metro Markets for Multicultural Women, by Per Capita Income
    • Regional Patterns Seen
    • Table 9-4: Metropolitan Areas with Largest Populations of African American Women 18 Years Old and Over
    • Table 9-5: Metropolitan Areas with Largest Populations of Hispanic Women 18 Years Old and Over
    • Table 9-6: Metropolitan Areas with Largest Populations of Asian Women 18 Years Old and Over

  • Key Market Segments
    • Aggregate Income of Families Headed by Multicultural Women Nears $200 Billion
    • Table 9-7: Income of Families Headed by Women, by Race and Hispanic Origin
    • Multicultural Women Living Alone Have $70 Billion Income
    • Table 9-8: Aggregate Income of Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
    • Table 9-9: Multicultural Women 15 to 64 Years Old Living Alone, by Race and Hispanic Origin
    • Married-Couple Families in Multicultural Population Groups Represent Major Market Segment
    • Table 9-10: Aggregate Income of Married-Couple Families by Race and Hispanic Origin
    • Table 9-11: Aggregate Income of Multicultural Married-Couple Families
    • Two-Income Couples Have Income of Nearly $600 Billion
    • Table 9-12: Aggregate Income of Married-Couple Families, by Labor Force Status
    • Table 9-13: Income of Married-Couple Families with Wife in Paid Labor Force, by Race and Hispanic Origin
    • Table 9-14: Income of Married-Couple Families without Wife in Paid Labor Force, by Race and Hispanic Origin

  • Buying Power of Multicultural Women
    • Buying Power Used as Measure of Market Size
    • Scope of Market Subject to Varying Definitions
    • Buying Power of Multicultural Women Tops $722 Billion
    • Table 9-15: Buying Power of Multicultural Women 18 Years Old and Over, 2003
    • Buying Power Will Exceed $1 Trillion by 2008
    • Table 9-16: Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2003-2008
    • Buying Power of Asian and Hispanic Women Will Grow Faster
    • Table 9-17: Projected Growth in Buying Power of Hispanic Women 18 Years Old and Over, 2003-2008
    • Table 9-18: Projected Growth in Buying Power of Asian Women 18 Years Old and Over, 2003-2008
    • African American Women Will Keep Dominant Share of Market
    • Table 9-19: Projected Growth in Buying Power of African American Women 18 Years Old and Over, 2003-2008
    • Table 9-20: Projected Growth in Buying Power of Multicultural Women by Race and Hispanic Origin, 2003 vs. 2008

Chapter 10: Market Trends and Strategic Opportunities

  • Market Trends
    • Demographic Differences Establish Market Parameters
    • Table 10-1: Comparison of Key Demographic Characteristics of Multicultural Women Consumers
    • Diversity among Multicultural Women Demands Attention
    • Diverse Consumer Attitudes and Behavior Require Careful Analysis
    • Table 10-2: Comparison of Key Characteristics of Multicultural Women Consumers
    • Multicultural Women Do Not Reflect Mainstream Model
    • Evolution of Multicultural Marketing Strategies Affects Women’s Market
    • Niche Marketing Still Required
    • Rate of Acculturation Raises Questions for Multicultural Marketing Strategies
    • Multicultural Women Begin to Influence Mainstream

  • Strategic Opportunities
    • Multicultural Women Will Provide More Opportunities at Faster Pace
    • Figure 10-1: Multicultural Women as Percent of Total Women’s Buying Power, 2003 vs. 2008
    • Multicultural Women’s Population Includes Younger, More Economically Active Age Groups
    • Figure 10-2: Percent of Women under 65 Years Old, by Race and Hispanic Origin
    • Each Segment Represents Unique Opportunity

Appendix: Addresses of Selected Multicultural Women’s Market Resources

  • African American/Multicultural Advertising/Marketing
  • Hispanic/Multicultural Advertising/Marketing
  • Asian American Advertising/Marketing
  • Market Research
  • African American Media
  • Hispanic Media
  • Asian American Media

Abstract:

This Packaged Facts report assesses the consumer behavior and buying power of the 32 million women—primarily Hispanics, African Americans, and Asian Americans—who make up the multicultural women’s population. The report begins with an in-depth demographic profile of multicultural women, including their role in the workplace, educational achievement, and social values. The report presents a comprehensive overview of the attitudes and behavior of multicultural women consumers as a whole and then provides separate chapters analyzing the Hispanic, African American, and Asian American segments of the market. An overview of marketing and advertising trends in the multicultural women’s market and an assessment of media usage by multicultural women are provided. The final section includes a projection of the buying power of multicultural women through 2008 and an analysis of key trends and opportunities driving the multicultural women’s market.

In the mid-21st century, the demographic landscape of America will permanently change as non-Hispanic Whites cease to be the country’s dominant group and today’s “minority” groups become the majority. Ongoing changes in the women’s market show how the fundamentals of this demographic revolution are already in place. Between 1995 and 2003 the population of multicultural women grew five times faster than the number of non-Hispanic White women. By 2008 an estimated 36 million multicultural women will wield buying power of $1 trillion and will have a profound impact on the market for goods and services designed for women and their families.

Report Methodology
The information in The U.S. Market for Multicultural Women is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 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.

What You’ll Get in this Report
Discover how the purchasing decisions of multicultural women differ. Find out about how marketers and advertisers are adjusting their strategies to appeal to multicultural women. Understand the impact of acculturation on Latinas and Asian American women. Learn about the unique economic role of African American women.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is interested in reaching a market estimated to be worth more than $1 trillion by 2008, you will find this report invaluable, as it provides a comprehensive package of information and insight about African-American, Hispanic and Asian women not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the African, Hispanic and Asian women, and those who meld ethnicities. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the multicultural women market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers
    identify market opportunities and develop targeted promotion plans for multicultural women.
  • Research and development
    professionals stay on top of competitor initiatives and explore demand for products targeting ethnic women.
  • Advertising agencies
    working with clients in the industries targeting women of color to help understand the product buyer to develop messages and images that compel multicultural women 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.

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