Abstract
Asian Americans are the most affluent and educated of all ethnic groups, and as such, should be of special interest to marketers. According to the Selig Center for Economic Growth, Asian Americans had $253 billion in spending power in 2001, and this number will reach $528 billion by 2009.
This report provides an in-depth look into this lucrative ethnic group, and covers the following topics:
- A demographic overview of Asian Americans, including population growth, earning power, educational attainment, degree of acculturation, and place of residence
- Key issues and beliefs that influence Asian Americans, including the impact of prejudice and racism, the drive to succeed, the role of education, perceptions of beauty, and perceptions of self
- Purchasing attitudes towards a variety of products, including computers, MP3 players, camcorders, PDAs, green products, and groceries
- Popular leisure activities, including the Internet, travel, restaurants and bars
- Attitudes towards cause marketing and other marketing tactics
This extensive analysis provides marketers the information they need to understand what motivates the Asian-American consumer, along with suggested strategies and opportunities to increase sales.
Mintel defines Asian Americans as individuals who claim- or who have at least one parent or grandparent who claims- one of the following ethnic backgrounds: Chinese, Filipino, Asian-Indian, Vietnamese, Korean, Japanese, Cambodian, Hmong, Laotian, Pakistani, and Thai.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Demographic snapshot of Asian Americans
- Cultural issues
- Attitudes towards food shopping
- Attitudes towards leisure activities
- Attitudes towards dining out
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards cause-related marketing (CRM)
- Demographics
- The Asian American population
- Figure 1: Population by race and Hispanic origin, 2002-12
- Figure 2: U.S. population and Asian population by age, 2005
- Figure 3: U.S. population and Asian population, by share of age group, 2005
- Figure 4: Graph: Age distribution of population, Asians vs all, 2005
- The diverse heritage of Asian Americans
- Figure 5: U.S. Asians by detailed nationality or ancestral group, 2000
- Age of Asian Americans by nationality
- Figure 6: Age distribution and median age of Asians by detailed nationality or ancestral group, 2000
- Asian Americans and education
- Figure 7: Educational attainment of Asians, 2004
- Figure 8: Educational attainment of Asians by detailed nationality or ancestral group, 2000*
- Asian Americans and income
- Figure 9: Households with discretionary income* by race/ethnicity, 2002
- Figure 10: Median family income of Asians by detailed nationality or ancestral group, 2000
- Asian Americans and the workplace
- Figure 11: Occupation of Asians by detailed nationality or ancestral group, 2000
- Spirit of entrepreneurship
- Figure 12: Rates of being self-employed by race/ethnicity, 2000
- The Asian American family
- The following Figure shows the household status of Asian Americans.
- Figure 13: Asian households by type, 2004
- By presence of children
- Figure 14: Asian households by presence of children, 2004
- Where Asian Americans live
- Figure 15: Regional populations by race and Hispanic origin, 2004
- Figure 16: Ten states with the largest population of Asian Americans
- Figure 17: 10 counties with the largest Asian American population, 2005
- Language as a measure of acculturation
- Figure 18: Language spoken at home and English-speaking ability of Asians by detailed nationality or ancestral group, 2000
- Socio-Cultural Issues
- American perspectives towards Asian Americans
- Negative attitudes
- Positive attitudes
- Conclusion: Luxury, quality--and insecurity--drive purchases
- Aggregate Spending of Asian Americans
- Figure 20: Graph: Average aggregate expenditures for Asian households, 2000-05
- Figure 21: Average aggregate expenditures for Asian households and all households, 2000-05
- Category spending by Asians
- Figure 22: Spending by category, Asians and whites
- Consumer Attitudes
- Introduction
- Summary of all Consumer highlights
- Attitudes towards food shopping
- Attitudes towards dining out
- Attitudes towards leisure activities
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards CRM
- Attitudes towards Shopping and Dining Out
- Shopping
- Figure 23: Food shopping locations, by race/ethnicity, August 2007
- Figure 24: Primary food shopping location, by race/ethnicity, August 2007
- Figure 25: Non-food shopping locations, by race/ethnicity, August 2007
- Figure 26: Primary non-food shopping location, by race/ethnicity, August 2007
- Figure 27: Purchased fair trade products, by race/ethnicity, August 2007
- Figure 28: Shop with friends/family, by race/ethnicity, August 2007
- Figure 29: Grocery shop with family members for entertainment, by race/ethnicity, August 2007
- Figure 30: Asian Americans partaking in activities with family and friends more than once per week, by gender, age, and presence of children in the household, September 2007
- Dining out
- Figure 31: Try a new food, by race/ethnicity, August 2007
- Figure 32: Visit a new restaurant or bar, by race/ethnicity, August 2007
- Figure 33: Asian Americans partaking in eating and traveling activities more than once per week, by gender, age, and presence of children in the household, September 2007
- Attitudes towards Television and Leisure
- Television
- Figure 34: Watch Asian TV at home, by race/ethnicity, August 2007
- Figure 35: Use of DVR technology, by race/ethnicity, August 2007
- Figure 36: Asian Americans who watch TV and movies more than once per week, by gender, age, and presence of children in the household, September 2007
- Leisure activities
- Figure 37: Play group sports, by race/ethnicity, August 2007
- Figure 38: Play a musical instrument, by race/ethnicity, August 2007
- Figure 39: Travel to a new place, by race/ethnicity, August 2007
- Figure 40: Websites and other online activities, by race/ethnicity, August 2007
- Figure 41: Asian Americans partaking in leisure activities and exercise more than once per week, by gender, age, and presence of children in the household, September 2007
- Attitudes towards Technology
- Technology
- Figure 42: Purchased laptop/notebook computer, by race/ethnicity, August 2007
- Figure 43: Purchased an MP3 player, by race/ethnicity, August 2007
- Figure 44: Purchased a DVR, by race/ethnicity, August 2007
- Figure 45: Purchased a satellite radio, by race/ethnicity, August 2007
- Figure 46: Purchased a camcorder/video camera, by race/ethnicity, August 2007
- Figure 47: Purchased a PDA, by race/ethnicity, August 2007
- Figure 48: Asian Americans' tech item purchasing habits, by gender, age, and presence of children in the household, September 2007
- Attitudes towards Green Products and Cause Related Marketing
- Green products
- Figure 49: Frequency of buying green products, by race/ethnicity, August 2006
- Figure 50: Green product labels sought, by race/ethnicity, August 2006
- Figure 51: Purchased energy efficient home product, by race/ethnicity, August 2007
- Figure 52: Purchased car with low gas mileage, by race/ethnicity, August 2007
- Figure 53: Purchased hybrid gas-electric car, by race/ethnicity, August 2007
- Figure 54: Attitudes towards recycling and social responsibility, by race/ethnicity, January-September 2005
- Cause related marketing
- Figure 55: Cause-related marketing campaigns ever supported, by race/ethnicity, July 2007
- Figure 56: Causes to support, by race/ethnicity, July 2007
- Figure 57: Health issues to support, by race/ethnicity, July 2007
- Figure 58: Appropriate products for cause-related marketing, by race/ethnicity, July 2007
- Future and Forecast
- A growing population and slow assimilation
- Figure 59: Growth of ethnic groups by decade, 2000-50
- Marketers get more serious about Asians
- Insecurity, assimilation, and sales of consumer goods
- Figure 60: Cosmetic procedures performed, by ethnicity, 2005 and 2006
- More Asian Americans will go Green
- MARKET FORECAST
- Average Asian-American household expenditures
- Figure 61: Forecast of average expenditures of Asian-American households, at current and constant prices, 2005-10
- Figure 62: Graph: Forecast of average expenditures of Asian-American households, at current and constant prices, 2005-10
- Forecast factors
