Abstract
The Asian Americans Online report examines the behavior patterns of this
educated, affluent and rapidly growing segment of Internet users.
US advertisers have long thought of the Asian-American market as complex and
difficult to reach. Asian Americans are from a wide range of original
nationalities, including Chinese, Japanese, Korean, Indian and Filipino, and
they are further divided subcultures and language.
Some marketers take a fragmented approach and target each subculture
separately. Others view Asian Americans as a single entity that will respond
to a one-size-fits-all message.
But which strategy works best online?
Key questions the “Asian Americans Online” report answers:
- How many Asian Americans are online?
- What trends affect Asian-American media consumption?
- What do Asian Americans do online?
- Are Asian Americans online buyers, or just shoppers?
- What are Asian-American attitudes toward advertising?
- And many others......
eMarketer Reports- On Target and Up to Date
The Asian Americans Online report aggregates the latest data from marketing
and communications researchers with eMarketer analysis to provide the
information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Asian-American Internet Users, 2006-2011 (millions and % of total Internet
users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Asian Americans Online
Demographics of Asian Americans
- US Population, by Race/Ethnicity, July 1, 2006
- US Population, by Race/Ethnicity, July 1, 2006 (% of total)
- Most Important Demographics for Marketers according to US Marketing
Executives, October-November 2007 (% of respondents)
- Asian-American* Population in the US, by Nationality, 2004 (thousands and
% of Asian-alone population)
- Asian-American* Population in the US, by Language, 2004 (% of total)
- US Population, by Gender, Age and Race/Ethnicity*, July 2006 (thousands)
- US Median Household Income*, by Race/Ethnicity, 2004
- Income of US Households, by Race/Ethnicity of Head of Household, 2006
- US Consumer Spending, by Race/Ethnicity, 2007 & 2012 (billions)
- Asian-American* Population in the US, by State, 2004 (% of total)
- Top US States, Ranked by Buying Power* of Asian-American Consumers, 2006
(billions)
- Top 10 US Designated Market Areas (DMAs), Ranked by Asian-American TV
Households, 2007 & 2008 (thousands)
- Demographic Profile of Asian Americans (1), 2004 (% of total)
The Asian-American Population Online
- US Internet Users, by Race/Ethnicity*, 2006-2011 (millions)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet
users)
- US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages 3+
in each group)
- US Internet Users, by Race, July 2007
Media and Technology Consumption
- Ways the Internet Has Affected Their Lifestyle according to Asian-American
Adult Internet Users vs. All Adult Internet Users, May 2006-June 2007 (% of
respondents)
- US Daily* Newspaper Readers, by Ethnicity, 1999-2006 (% of each group)
- Time Spent per Week Reading Newspapers among US Adult Internet Users, by
Race/Ethnicity and Language, March 2007 (hours)
- Time Spent per Week Using the Internet* among US Adult Internet Users, by
Race/Ethnicity, March 2007 (hours)
- Time Spent Online per Week by Asian Americans, by Country of Origin,
April-May 2006 (% of respondents in each group)
- US TV Households, by Race/Ethnicity, 2007 & 2008 (thousands and % increase
vs. prior year)
- Time Spent per Week Watching Television among US Adult Internet Users, by
Race/Ethnicity and Language, March 2007 (hours)
- Time Spent per Week Speaking on a Mobile Phone among US Adult Internet
Users, by Race/Ethnicity, March 2007 (hours)
- Time Spent per Week Using a Mobile Phone for Activities* Other than
Talking among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
- Demographic Profile of Mobile Phone Users Who Use Mobile E-Mail, April
2007 (% of respondents in each group)
- Time Spent per Week Listening to MP3s or an iPod among US Adult Internet
Users, by Race/Ethnicity, March 2007 (hours)
Online Activities
- Asian-American Adult Internet Users vs. All Adult Internet Users Who Agree
with Select Sentiments about the Internet, May 2006-June 2007 (% of
respondents)
- Regular Online Activities of Asian-American Adult Internet Users vs. All
US Adult Internet Users, May-June 2007 (% of total)
- Demographic Profile of US Unique Visitors to YouTube, August 2006
- Online Activities that US Internet Users Engage in Daily or Almost Daily,
by Race/Ethnicity, March 2006 (% of respondents)
- Online Activities of Asian-American Adult Internet Users, May 2006-June
2007 (% of respondents)
- Frequency with which Asian Americans Visit Ethnic Web Sites, by Country of
Origin, April-May 2006 (% of respondents in each group)
- Activities Done While Using the Internet according to Asian-American Adult
Internet Users vs. All US Adult Internet Users, May-June 2007 (% of
respondents)
- Frequency with which Asian-American Adult Internet Users vs. All US Adult
Internet Users Research Products Online, May-June 2007 (% of respondents)
- Frequency with which Asian-American Adult Internet Users vs. All US Adult
Internet Users Purchase Products Online, May-June 2007 (% of respondents)
- Products and Services Purchased Online* by Asian-American Adult Internet
Users vs. All Adult Internet Users, May 2006-June 2007 (% of respondents)
- Shopping Behavior of Asian-American Adult Internet Users vs. All Adult
Internet Users, May 2006-June 2007 (% of respondents)
- Asian Americans Who Have Shopped Online, by Country of Origin, April-May
2006 (% of respondents in each group)
- Asian-American Online Shoppers, by Frequency and Country of Origin,
April-May 2006 (% of respondents in each group)
Asian-American Attitudes Toward Advertising
- Media that Influence Product Purchases according to Asian-American Adult
Internet Users, May-June 2007 (% of respondents)
- Asian-American Adult Internet Users vs. All Adult Internet Users Who Agree
with Select Sentiments about Advertising, May 2006-June 2007 (% of respondents)
- Actions that Asian-American Adult Internet Users Take When a TV Commercial
Begins, May-June 2007 (% of respondents)
- Asian-American Adult Internet Users vs. All Adult Internet Users Who Find
Online Advertising Useful*, by Format, May 2006-June 2007 (% of respondents)
- Asian-American Adult Internet Users vs. All Adult Internet Users Who
Click* on Online Advertising, by Format, May 2006-June 2007 (% of respondents)
- Asian-American Adult Internet Users vs. All Adult Internet Users Who Say
that Online Advertising Led to Purchases*, by Format, May 2006-June 2007 (% of
respondents)
- Asian-American Adult Internet Users vs. All US Adult Internet Users Who
Say the Internet Influences Their Purchases, by Product/Service, May-June 2007
(% of respondents)
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