美國亞裔美國人及金融商品

Abstract

Asian Americans are an increasingly important marketing segment for Financial Services providers- not only because their proportion of the U.S. population is increasing, but also because they are heavy users of financial products such as credit cards. This report looks at this segment of the population and discusses the following:

• What are the overall characteristics of the Asian American population?
• What are the differences in attitudes and behaviors of various segments, for instance, by nation of origin, generations in the U.S., etc.?
• What are the priorities of Asian Americans and how can financial products be designed to address these priorities?
• What marketing messages will be most successful with this population?
• What strategies will be most successful in reaching this market segment in the future?

Mintel' s original research reveals the essence of Asian-American decision-making about financial services and products. Focusing on both products and demographics, the reports answer key questions in financial consumer research.

Table of Contents

• Scope and ThemesWhat you need to know
• Scope of this report
• Definitions
• Executive Summary
• Overview
• Asian Americans in the U.S.
• Economic and educational characteristics
• Asian Americans and financial institutions
• Primary financial concerns, attitudes, and behaviors
• Remittances
• Online activity
• Small businesses
• Marketing to Asian Americans
• Demographics
• Statistics on the financial behavior of the Asian American market
• How big is the Asian American market?
  • Figure 1: U.S. population, by race, 2000-05
• Who makes up the Asian American market?
  • Figure 2: Largest Asian American ethnic groups, 2000 and 2004
  • Figure 3: Racial proportion of U.S. population, 1900-2050
  • Figure 4: Growth rate of various ethnic groups, 1980-90 and 1990-2000
  • Figure 5: Growth rates of Asian American segments, 1980-90 and 1990-2000
• Where were they born?
  • Figure 6: Number of immigrants, refugees and asyless, 1971-2004
  • Figure 7: Rankings for Asian American value orientations, by sub-segment, 2005
• Asian American characteristics
• Where do they live?
  • Figure 8: Asian population*, by region of united states, 1990 and 2000
  • Figure 9: States with the largest concentrations of Asian Americans, 2006
  • Figure 10: States with the largest concentration of native Hawaiians and other Pacific Islanders, 2006
  • Figure 11: U.S. cities with largest Asian population, 2000
  • Figure 12: States with greatest change in Asian American population, 2000-04
  • Figure 13: States with greatest change in native Hawaiian and other Pacific Islander population, 2000-04
  • Figure 14: Geographical distribution, by place of birth, 2003
• Education
  • Figure 15: Educational attainment of the U.S. population, by race/Hispanic origin, March 2002
  • Figure 16: Percentage of high school and college graduates aged 18+, by race and gender, 2006
• Professions of Asian Americans
  • Figure 17: Distribution of occupational categories, by racial/ethnic and Asian group, 2000
• Economics
• Asian American income
  • Figure 18: Median income, by race/ethnicity, 2004 and 2005
  • Figure 19: Income differences between the Asian American groups, 2000
• Asian American buying power
  • Figure 20: Top ten states, by Asian American buying power, 2006
  • Figure 21: Top ten states, by rate of growth in Asian American buying power, 1990-2006
  • Figure 22: Top ten states with the largest shares of total buying power that is Asian, 2006
• Banks Used by Asian Americans
• Major banks
  • Figure 23: Primary bank used in last 12 months, by gender, January-October 2006
  • Figure 24: Primary bank used in last 12 months, by income, January-October 2006
• Asian community banks
  • Figure 25: U.S. banks that cater to Asians, 2004
• Important financial concerns for Asian Americans
  • Figure 26: Primary financial concerns for Asian Americans, by age, April 2007
  • Figure 27: Primary financial concerns for Asian Americans, by income, April 2007
  • Figure 28: Primary financial concern for Asian Americans, by country of origin, April 2007
  • Figure 29: Primary financial concern for Asian Americans, by region, April 2007
  • Figure 30: Primary financial concerns for Asian Americans, by marital status, April 2007
  • Figure 31: Primary financial concern for Asian Americans, by level of educational attainment, April 2007
  • Figure 32: Primary financial concern for Asian Americans, by household size, April 2007
  • Figure 32: Primary financial concern for Asian Americans, by number of children in household, April 2007
• Asian American financial attitudes
  • Figure 33: Attitudes of Asian Americans toward financial products and services, January-October 2006
• Asian Americans and the attributes of financial institutions
  • Figure 33: Percentage of total who ranked each attribute as "5," or "very important" when choosing a financial institution, by age group, April 2007
  • Figure 34: Percentage of total who ranked each attribute as "5," or "very important" when choosing a financial institution, by income, April 2007
  • Figure 36: Percentage total who ranked each attribute as "5", or "most important" when choosing a financial institution, by education, April 2007
• Bank Products Used by Asian Americans
• Checking accounts
  • Figure 35: Checking account ownership among racial groups, 2005
  • Figure 36: Checking account ownership among Asian subgroups, 2005
• Bill paying
  • Figure 37: Pays the bills in the household, by gender, January-October 2006
  • Figure 38: Method used for paying bills, by gender, January-October 2006
  • Figure 39: Method used for paying bills, by income, January-October 2006
• Loans
  • Figure 40: Type of loans held, by gender, January-October 2006
  • Figure 41: Type of loans held, by age, January-October 2006
  • Figure 42: Type of loans held, by income, January-October 2006
  • Figure 43: Auto loans, by type of institution where obtained, January-October 2006
  • Figure 44: Home mortgage loans (1st), by type of institution where obtained, January-October 2006
• Insurance
  • Figure 45: Health or life insurance owned, by income, January-October 2006
  • Figure 46: Other types of insurance owned, January-October 2006
• Credit cards
  • Figure 47: Have or use a credit card, by gender, January-October 2006
  • Figure 48: Type of credit card used in last 12 months, by gender, January-October 2006
  • Figure 49: Type of credit card owned, by income, January-October 2006
  • Figure 50: Type of credit card used in last 12 months, by income, January-October 2006
  • Figure 51: Type of credit card used in last 30 days, by income, January-October 2006
• Remittances
  • Figure 52: Sent money to someone else in the last 12 months, January-October 2006
  • Figure 53: Sent money to someone else in the last 12 months, by income, January-October 2006
  • Figure 54: How money was sent--for those who have sent money to someone else in the last 12 months, by gender, January-October 2006
  • Figure 55: How money was sent--for those who have sent money to someone else in the last 12 months, by income, January-October 2006
• Current remittance offerings
• Asian Americans and Online Banking
• Online presence
  • Figure 56: Use or ownership of personal computers by Asian Americans, January-September 2004
  • Figure 57: Internet access, by Asian subgroup, 2005
• Online activity--more likely to be online; more likely to bank online
  • Figure 58: Online activities, January-September 2004
• Asian Americans as Entrepreneurs
• Where the Asian entrepreneurs are
  • Figure 59: States with the largest number of Asian-owned firms, 2002
  • Figure 60: Counties with the largest number of Asian-owned firms, 2002
  • Figure 61: Cities with largest number of Asian-owned firms, 2002
  • Figure 62: Asian ownership of firms, by detailed group, 2002
• What kind of companies do they own?
  • Figure 63: Industries with the most Asian-owned firms, 2002
• Age of business owners and other characteristics
  • Figure 64: Asian Americans as entrepreneurs, by age, April 2007
  • Figure 65: Asian Americans as entrepreneurs, by income, April 2007
• How do they finance their businesses?
  • Figure 66: How Asian Americans financed their businesses, by age, April 2007
  • Figure 67: How Asian Americans financed their businesses, by income, April 2007
  • Figure 68: How Asian Americans financed their businesses, by household size, April 2007
  • Figure 69: How Asian Americans financed their businesses, by country of origin, April 2007
  • Figure 70: How Asian Americans financed their businesses, by generation, April 2007
• Reaching Asian Americans
• Language preferences
• Media preferences
• Recent initiatives to reach Asian Americans
• Bank of America
• Chase
• Wells Fargo
• Charles Schwab
• Citibank
• State Farm
• Met Life
• General efforts
• Appendix -- Industry Associations