the asian-american marketplace 1. table of contents demographic profileslides 4-11slides 4-11...
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The Asian-American The Asian-American MarketplaceMarketplace
The Asian-American The Asian-American MarketplaceMarketplace
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Table of ContentsTable of ContentsTable of ContentsTable of Contents
Demographic ProfileSlides 4-11
Geographic PatternsSlides 12-17
Purchasing Power Slides 18-22
Spending Patterns & Consumer BehaviorsSlides 23-28
Media Usage Slides 29-40
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According to the Census Bureau, the According to the Census Bureau, the U.S. Asian population reached 14.01 U.S. Asian population reached 14.01
million million in July 2009, growing 2.6% versus the in July 2009, growing 2.6% versus the
prior year. Asian-Americans account for prior year. Asian-Americans account for 4.6% of the U.S. population.4.6% of the U.S. population.
According to the Census Bureau, the According to the Census Bureau, the U.S. Asian population reached 14.01 U.S. Asian population reached 14.01
million million in July 2009, growing 2.6% versus the in July 2009, growing 2.6% versus the
prior year. Asian-Americans account for prior year. Asian-Americans account for 4.6% of the U.S. population.4.6% of the U.S. population.
3Source: U.S Census Bureau, 7/09, released 6/10
A Demographic ProfileA Demographic ProfileA Demographic ProfileA Demographic Profile
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Key Census Bureau FactsKey Census Bureau FactsKey Census Bureau FactsKey Census Bureau Facts
The median age of Asians in the U.S. is 35.3, 1.5 years younger than the median age for the total U.S.
Top cities for Asian-Americans are Los Angeles, New York and San Francisco.
Median household income is $66,935 for single-race Asians, the highest among all race groups.
49.4% of single-race Asians 25 and older have a bachelor’s degree or higher level of education. This compares to 27.5% for all people 25 and older.
19.6% of single-race Asians 25 and older have a graduate or professional degree. This compares with 10.1% for all people 25 and older.
5Source: U.S. Census Bureau 7/09, American Community Survey
Educational AttainmentEducational AttainmentEducational AttainmentEducational Attainment
Percent of “25 and Over” in Asian-American Population
6Source: U.S Census Bureau, Current Population Survey 7/08, American Community Survey 2007 (latest data available)
49.4
18.6
17.7
14.2
8.5
31.6
17.9
32.6Bachelor'sDegree+
Some College
High SchoolGrad.
Less ThanHigh School
Grad
Asian-American
Non-Hispanic White
Household IncomeHousehold IncomeHousehold IncomeHousehold Income
Percent Distribution of Asian-American Household Income
7Source: U.S Census Bureau, Current Population Survey 7/08, Income in 2007
20.2
11.9
18.2
24.9
24.9
31.3
13.7
19.0
19.0
17.0
Less than $25,000
$25,000-49,999
$50,000-74,999
$75,000-99,999
$100,000+
Asian-American
Total U.S.
Types of HousingTypes of HousingTypes of HousingTypes of Housing
55% of Asian consumers own their own homes.
There are 42% of Asian homeowners with mortgages.
13% of Asian homeowners are without mortgages.
45% of Asian consumers are renters.
8Source: Consumer Expenditure Survey 2008 (latest data available)
The Asian population comprises many The Asian population comprises many groups who differ in languages spoken, groups who differ in languages spoken, culture and length of residence in the culture and length of residence in the
United States. United States. This is reflected in the demographic This is reflected in the demographic
characteristics of these groups. characteristics of these groups.
The Asian population comprises many The Asian population comprises many groups who differ in languages spoken, groups who differ in languages spoken, culture and length of residence in the culture and length of residence in the
United States. United States. This is reflected in the demographic This is reflected in the demographic
characteristics of these groups. characteristics of these groups.
9Source: U.S. Census Bureau
Chinese-Americans Are Largest Asian Chinese-Americans Are Largest Asian GroupGroup
Chinese-Americans Are Largest Asian Chinese-Americans Are Largest Asian GroupGroupPopulation in Millions
10Source: U.S. Census Bureau, “Facts for Features,” May 2007 (latest data available)
Population estimates represent number of people who are either of a particular detailed group only or are of that group in combination with one or more other Asian detailed groups or races.
1.2
1.4
1.5
2.5
2.8
3.3
Japanese
Koreans
Vietnamese
Asian Indians
Filipinos
Chinese-Americans
Next to Spanish, Chinese is the most Next to Spanish, Chinese is the most widely spoken non-English language in widely spoken non-English language in the country, with 2.5 million speakers. the country, with 2.5 million speakers.
Next to Spanish, Chinese is the most Next to Spanish, Chinese is the most widely spoken non-English language in widely spoken non-English language in the country, with 2.5 million speakers. the country, with 2.5 million speakers.
11Source: American Community Survey 2007 (latest data available)
Geographic PatternsGeographic PatternsGeographic PatternsGeographic Patterns
12
California Has Largest Population of California Has Largest Population of Asian-AmericansAsian-Americans
California Has Largest Population of California Has Largest Population of Asian-AmericansAsian-Americans
California had the largest Asian population in 2009 (4.7 million), as well as the largest numerical increase during the 2008 to 2009 period (108,102).
New York (1.4 million) and Texas (883,806) followed in population.
In Hawaii, Asians made up the highest proportion of the total population (38.8%), with California (12.7%), New Jersey (7.9%), and New York (7.1%) next. 13
Source: US Census Bureau, 7/09
Ten States with the Largest Ten States with the Largest Asian-American Populations Asian-American Populations Ten States with the Largest Ten States with the Largest Asian-American Populations Asian-American Populations
14Source: U.S. Census Bureau, “Population Estimates,” 7/09
1. California
4,689,9922. New York
1,387,8483. Texas
883,8064. New Jersey
683,4545. Illinois
567,6736. Hawaii
502,3727. Washington
463,9958. Florida
445,4949. Virginia
397,47610.Massachusetts
334,709
Hawaii Has the Largest Percentage of Hawaii Has the Largest Percentage of Asian-Americans in Its Total PopulationAsian-Americans in Its Total PopulationHawaii Has the Largest Percentage of Hawaii Has the Largest Percentage of Asian-Americans in Its Total PopulationAsian-Americans in Its Total Population
15Source: U.S. Census Bureau, “Population Estimates,” 7/09
1. Hawaii
38.8%2. California
12.7%3. New Jersey
7.9%4. New York
7.1%5. Washington
7.0%6. Nevada
6.2%7. Alaska
4.5%8. Maryland
5.1%9. Virginia
4.9%10. Massachusetts
5.0%
States with the largest percentage of Asian-Americans in their total population in 2009:
Percentage of Asian Population by State Percentage of Asian Population by State 20062006
Percentage of Asian Population by State Percentage of Asian Population by State 20062006
16Source: U.S. Census Bureau, “Population Estimates,” 5/17/07
0.8 -1.7
1.8 - 3.3
3.7 - 6.0
7.0 - 13.6
26.0 - 56.0
Data ClassesPercent
Ethnic Population Growth Projection for Ethnic Population Growth Projection for California Is ExceptionalCalifornia Is Exceptional
Ethnic Population Growth Projection for Ethnic Population Growth Projection for California Is ExceptionalCalifornia Is Exceptional
California Population Estimates for 2020
17Source: ncmonline.com, “Why Ethnic Media?”
2020Total
% change vs. 2000
% of CA Population
Asian 8,001 + 87% 18%
Hispanic 18,757 + 76% 41%
Black 3,176 + 31% 7%
White 14,977 + 1% 33%
Total 45,278 + 39% 100%
Purchasing PowerPurchasing PowerPurchasing PowerPurchasing Power
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Asian buying power measured Asian buying power measured $509 billion in 2009. It has increased $509 billion in 2009. It has increased 337% from 1990-2009, which is more 337% from 1990-2009, which is more
than than double the total population’s increase. double the total population’s increase.
Asian buying power is forecast to Asian buying power is forecast to reach $697 billion by 2014.reach $697 billion by 2014.
Asian buying power measured Asian buying power measured $509 billion in 2009. It has increased $509 billion in 2009. It has increased 337% from 1990-2009, which is more 337% from 1990-2009, which is more
than than double the total population’s increase. double the total population’s increase.
Asian buying power is forecast to Asian buying power is forecast to reach $697 billion by 2014.reach $697 billion by 2014.
19Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
Top 10 States Account for 75% of Top 10 States Account for 75% of Asian-American Buying PowerAsian-American Buying Power
Top 10 States Account for 75% of Top 10 States Account for 75% of Asian-American Buying PowerAsian-American Buying Power
1. California
$163 billion2. New York
$51 billion3. Texas
$34 billion4. New Jersey
$32 billion5. Illinois
$23 billion6. Hawaii
$22 billion7. Washington
$17 billion8. Florida
$15 billion9. Virginia
$15 billion10. Massachusetts
$13 billion
20Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
States with the Largest Growth in States with the Largest Growth in Asian-American Buying PowerAsian-American Buying Power
States with the Largest Growth in States with the Largest Growth in Asian-American Buying PowerAsian-American Buying Power
1. Wyoming
1872. Nevada
1543. North Dakota
1464. Arizona
1405. Arkansas
1306. Florida
1287. South Dakota
1268. District of Columbia
1249. Delaware
12310. New Hampshire
121
21Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
State % Increase 2000-2009
Factors Leading to the Gains in Factors Leading to the Gains in Asian-American Buying PowerAsian-American Buying Power
Factors Leading to the Gains in Factors Leading to the Gains in Asian-American Buying PowerAsian-American Buying Power
Asian-Americans are generally better educated than the average American, and therefore hold many top-level jobs in management, professional or scientific specialties.
U.S. Asians are younger and entering the workforce for the first time or advancing in their careers.
Nearly all Asians are urbanites – 95% of Asians lived in metro areas in 2002.
The Asian-American population is growing more rapidly than the total population, mostly because of immigration.
22Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
Spending PatternsSpending PatternsAnd Consumer BehaviorsAnd Consumer Behaviors
Spending PatternsSpending PatternsAnd Consumer BehaviorsAnd Consumer Behaviors
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Asian-American consumers have Asian-American consumers have traditionally spent more than the traditionally spent more than the
average U.S. household on housing, average U.S. household on housing, food, education, food, education,
vehicle purchases, public vehicle purchases, public transportation,transportation,
furniture, footwear and clothing, and furniture, footwear and clothing, and pensions and insurance. Here’s pensions and insurance. Here’s a closer look at some of these a closer look at some of these
categories.categories.
Asian-American consumers have Asian-American consumers have traditionally spent more than the traditionally spent more than the
average U.S. household on housing, average U.S. household on housing, food, education, food, education,
vehicle purchases, public vehicle purchases, public transportation,transportation,
furniture, footwear and clothing, and furniture, footwear and clothing, and pensions and insurance. Here’s pensions and insurance. Here’s a closer look at some of these a closer look at some of these
categories.categories.
24Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)
Top Asian-American Average Annual Top Asian-American Average Annual Consumer ExpendituresConsumer Expenditures
Top Asian-American Average Annual Top Asian-American Average Annual Consumer ExpendituresConsumer Expenditures
25Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)
Housing $20,138$17,109
Transportation 9,049 8,604
Personal Insurance & Pensions 6,760 5,605
Food at Home 3,943 3,744
Food Away from Home 3,147 2,698
Utilities, Fuels & Public Services 3,275 3,649
Apparel & Services 1,997 1,801
Health Care 2,233 2,976
Entertainment 3,447 2,835
Education 1,676 1,046
Average Spending Average SpendingProduct/Service Asian-American All Consumer Units
Study of Asian-American Brand Study of Asian-American Brand Preferences And Consumer BehaviorsPreferences And Consumer Behaviors
Study of Asian-American Brand Study of Asian-American Brand Preferences And Consumer BehaviorsPreferences And Consumer Behaviors
Retail – Asian-Americans shop frequently at department stores, with nearly a third frequenting department stores at least 1-3 times per week.
Automotive - Japanese auto brands are a top choice among the respondents, with Toyota and Honda having the highest ownership. Among the sub-segments, Indians and Koreans have the highest purchase intention among all the groups.
Insurance – Asian-Americans have the highest product ownership rate for auto insurance, followed by health insurance and life insurance. Price and reputation are the top criteria for selecting an insurance company.
Wireless/Telecom - The quality of local and national coverage was the top criterion in Asian-Americans’ purchase decision. Other top features included text messaging and SMS capability. 26
Source: Asian Reporter, 5/22/07 (latest data available)
InterTrend Communication’s Knowledge Center surveyed 1,380 people, including Chinese, Vietnamese, Korean, Filipino, and Indian segments, both in heritage languages and in English:
Asian Immigrants Buy Foods that Asian Immigrants Buy Foods that Remind Them of HomeRemind Them of Home
Asian Immigrants Buy Foods that Asian Immigrants Buy Foods that Remind Them of HomeRemind Them of Home
Food is naturally tied to culture, and immigrant communities continue to seek out foods they enjoyed in their home countries. Asian-Americans buy brands and foods they know, and don't buy much American food, according to a study by InterTrend.
Across all nationalities, 63% of Asian-Americans say they eata diet of less than 40% American food.
67% rate healthy ingredients/nutrition as a critical or significant factor influencing their purchases.
Asian-Americans reported that they established the habit of frequently buying fresh vegetables while in their home country, and believe that frozen or packaged foods aren’t as healthy and don’t taste as good.
27Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)
87% of Asian-Americans are dissatisfied 87% of Asian-Americans are dissatisfied
with how US TV portrays Asians, in with how US TV portrays Asians, in respect respect
to both quantity and quality, according to both quantity and quality, according to an AZN-commissioned study to an AZN-commissioned study
by The Ronin Group. by The Ronin Group.
87% of Asian-Americans are dissatisfied 87% of Asian-Americans are dissatisfied
with how US TV portrays Asians, in with how US TV portrays Asians, in respect respect
to both quantity and quality, according to both quantity and quality, according to an AZN-commissioned study to an AZN-commissioned study
by The Ronin Group. by The Ronin Group.
28Source: CableFax Daily, 2/20/07 (latest data available)
Media UsageMedia UsageMedia UsageMedia Usage
29
Top 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV Markets
30Source: Nielsen Media Research, NSI, January 2011
*Ranked by Asian TV Households
Rank*DMA
MarketAsian-American
TV HH
% TotalAsian-American
TV HH
Cume %Asian-American
TV HH
1Los Angeles 699,860 14.514.52New York 614,490 12.827.33San Francisco 530,690 11.038.34Honolulu 212,650 4.442.85Chicago 182,650 3.846.66Washington, DC 173,830 3.650.27Seattle-Tacoma 152,360 3.253.38Sacramento 130,790 2.756.19Philadelphia 120,420 2.558.610 Houston 118,4302.5 61.011 Dallas-Ft. Worth 114,7402.4 63.412 Boston 112,9702.3 65.7
Top 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV Markets
31Source: Nielsen Media Research, NSI, January 2011
*Ranked by Asian TV Households
Rank*DMA
MarketAsian-American
TV HH
% TotalAsian-American
TV HH
Cume %Asian-American
TV HH
13 San Diego 105,5802.2 67.9
14 Atlanta 81,930 1.769.6
15 Detroit 64,160 1.371.0
16 Las Vegas 54,570 1.172.1
17 Phoenix (Prescott) 51,460 1.173.2
18 Minneapolis-St. Paul 50,840 1.174.2
19 Portland, OR 48,980 1.075.2
20 Denver 42,210 0.976.1
21 Baltimore 39,910 0.877.0
22 Orlando 39,400 0.877.8
23 Tampa-St. Petersburg 36,990 0.878.5
24 Miami-Ft. Lauderdale 35,640 0.779.3
25 Fresno-Visalia 31,680 0.780.0
Asian-Americans Watch a Larger Asian-Americans Watch a Larger Proportion of Live TelevisionProportion of Live Television
Asian-Americans Watch a Larger Asian-Americans Watch a Larger Proportion of Live TelevisionProportion of Live Television
In the 2009 State of Cable and Broadband report from Horowitz Associates, Asian-Americans watch a larger proportion of live television (83%) than do Whites (77%).
Asian-Americans are less likely (29%) to have a DVR or TiVo than Whites (39%), African-Americans (31%), or Hispanics (30%).
Although Asian-Americans are the least likely to havae a DVR, they watch nearly the same proportion of programming on the DVR as Americans overall (11% vs. 12% respectively).
32Source: State of Cable and Broadband 2009 Horowitz Associates’ report cited in Research Alert No. 27
Cable Plus ADS Has Increased Since 2007 Cable Plus ADS Has Increased Since 2007 in Asian-American TV Householdsin Asian-American TV Households
Cable Plus ADS Has Increased Since 2007 Cable Plus ADS Has Increased Since 2007 in Asian-American TV Householdsin Asian-American TV Households
Cable Plus ADS % penetration in TV HH
33Source: Nielsen Media Research, Television Audience 2009
Changes for Asian-AmericanChanges for Asian-AmericanTelevision OutletsTelevision Outlets
Changes for Asian-AmericanChanges for Asian-AmericanTelevision OutletsTelevision Outlets
New Tang Dynasty Television, started in 2001, had become a 24-hour a day satellite network that broadcast Western-style news and entertainment in Mandarin and Cantonese to Chinese communities in the U.S.
NTDTV lost its satellite feed 7 weeks before the Olympic games and the feed hasn’t been restored.
Comcast decided not to continue AZN Television in Jan. 2008, citing lack of support from advertisers and cable operators.
The Filipino Channel, established in 1994, combines content produced in the U.S. and the Philippines, and is distributed by cable and satellite operators.
TVK cable network aggregated programming from 19 Korea-based networks and airs 24 hours a day.
34Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
Asian-American Print Outlets Face Asian-American Print Outlets Face ChallengesChallenges
Asian-American Print Outlets Face Asian-American Print Outlets Face ChallengesChallenges AsianWeek, the English-language newsweekly, published its
last edition in early 2009, citing the economy as the reason for the closing.
Epoch Times began in NYC as a Chinese-language paper and now has editions in 9 other languages, but its circulation isn’t audited.
The Sing Tao Daily and the World Journal, both published in Chinese, are not based in the U.S. but have NYC, San Francisco and other city editions.
Advertising revenues have slipped at both The Korea Daily and the Korea Times.
Filipinas Magazine, a monthly news magazine, experienced a drop-off in the real-estate section that hurt revenues.
The National Association of Asian Publishers was formed in March 2008 to reach out to over 400 Asian print, electronic, and online publishers in the U.S. and to focus on market research. 35
Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
Asian-American Website GrowthAsian-American Website GrowthAsian-American Website GrowthAsian-American Website Growth
Many of the larger Asian-American newspapers added content in English to their websites, reflecting the potential that marketers see in second-generation Asians.
Nguoi Viet offers readers the choice between an edition in Vietnamese or one in English.
The World Journal has a section for English news, offering different content from the Chinese-language homepage.
China Digital Times is run by the journalism school at the Univ. of Calif. and has articles from the mainstream press and blogs from contributors.
USAsianWire.com, established in 2006, established a strategic partnership with other ethnic news services and formed the Multicultural Newswire Alliance.
36Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
Asian-Americans are well acculturated, Asian-Americans are well acculturated, yet the majority stay connected with yet the majority stay connected with their cultural heritage through media their cultural heritage through media and language, according to InterTrend and language, according to InterTrend
Communications.Communications.
Asian-Americans are well acculturated, Asian-Americans are well acculturated, yet the majority stay connected with yet the majority stay connected with their cultural heritage through media their cultural heritage through media and language, according to InterTrend and language, according to InterTrend
Communications.Communications.
37Source: Marketing to Emerging Majorities
Asian-Americans Prefer In-Language Asian-Americans Prefer In-Language AdsAds
Asian-Americans Prefer In-Language Asian-Americans Prefer In-Language AdsAds
In a survey by InterTrend Communication’s Knowledge Center, 80% of respondents consume ethnic media, with print having the highest penetration, followed by TV and radio.
The study also revealed that Asians prefer to be reached and targeted through in-language advertising.
Only 17% of respondents prefer English-only advertising, with the majority preferring either in-language or bi-lingual advertisements.
However, nearly half of Asian-Americans say the language doesn’t matter.
38Source: Asian Reporter, 5/22/07 (latest data available)
Asian-Americans Preferred Language In Asian-Americans Preferred Language In Advertising by Heritage Advertising by Heritage
Asian-Americans Preferred Language In Asian-Americans Preferred Language In Advertising by Heritage Advertising by Heritage
39Source: Marketing to the Emerging Majorities, 7/1/2007 (latest data available)
In-Language English
Doesn’t Matter
Asian Indian 22.1% 37.4% 40%
Chinese 39.8% 2.5% 57.7%
Filipino 20.3% 21.6% 58.1%
Korean 46.3% 4.6% 49.1%
Vietnamese 46.0% 25.5% 28.5%
All Asians 34.8% 17.4% 47.9%
Asian-American Internet UsageAsian-American Internet UsageAsian-American Internet UsageAsian-American Internet Usage
eMarketer estimates that the Asian Internet penetration level in 2010 is 73.4%.
Projections for 2014 are about 81%. Asian-Americans are a key demographic for
online marketers because they are Internet savvy and have high levels of disposable income.
40Source: eMarketer 9/29/10
Thank You!Thank You!Thank You!Thank You!
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