The Asian-American
Marketplace
1
Table of Contents
Demographic Profile
Geographic Patterns
Purchasing Power
Spending Patterns & Consumer Behaviors
Media Usage
Slides
Slides
Slides
Slides
Slides
4-11
12-17
18-22
23-28
29-40
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According to the Census Bureau, the
U.S. Asian population reached 14.01 million
in July 2009, growing 2.6% versus the
prior year. Asian-Americans account for
4.6% of the U.S. population.
Source: U.S Census Bureau, 7/09, released 6/10
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A Demographic Profile
4
Key Census Bureau Facts

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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.
Source: U.S. Census Bureau 7/09, American Community Survey
5
Educational Attainment
Percent of “25 and Over” in Asian-American Population
Less Than
High School
Grad
High School
Grad.
Some College
Bachelor's
Degree+
14.2
8.5
17.7
31.6
18.6
Asian-American
17.9
Non-Hispanic White
49.4
32.6
Source: U.S Census Bureau, Current Population Survey 7/08, American Community Survey 2007 (latest data available)
6
Household Income
Percent Distribution of Asian-American Household Income
31.3
$100,000+
$75,000-99,999
$50,000-74,999
$25,000-49,999
Less than $25,000
20.2
13.7
11.9
Asian-American
Total U.S.
17.0
18.2
19.0
24.9
19.0
Source: U.S Census Bureau, Current Population Survey 7/08, Income in 2007
24.9
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Types of Housing
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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.
Source: Consumer Expenditure Survey 2008 (latest data available)
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The Asian population comprises many groups
who differ in languages spoken, culture and
length of residence in the United States.
This is reflected in the demographic
characteristics of these groups.
Source: U.S. Census Bureau
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Chinese-Americans Are Largest Asian Group
Population in Millions
3.3
Chinese-Americans
2.8
Filipinos
Asian Indians
2.5
1.5
Vietnamese
1.4
Koreans
Japanese
1.2
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.
Source: U.S. Census Bureau, “Facts for Features,” May 2007 (latest data available)
10
Next to Spanish, Chinese is the most widely
spoken non-English language in the country,
with 2.5 million speakers.
Source: American Community Survey 2007 (latest data available)
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Geographic Patterns
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California Has Largest Population of
Asian-Americans
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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.
Source: US Census Bureau, 7/09
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Ten States with the Largest
Asian-American Populations
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
California
New York
Texas
New Jersey
Illinois
Hawaii
Washington
Florida
Virginia
Massachusetts
Source: U.S. Census Bureau, “Population Estimates,” 7/09
4,689,992
1,387,848
883,806
683,454
567,673
502,372
463,995
445,494
397,476
334,709
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Hawaii Has the Largest Percentage of
Asian-Americans in Its Total Population
States with the largest percentage of Asian-Americans
in their total population in 2009:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Hawaii
California
New Jersey
New York
Washington
Nevada
Alaska
Maryland
Virginia
Massachusetts
Source: U.S. Census Bureau, “Population Estimates,” 7/09
38.8%
12.7%
7.9%
7.1%
7.0%
6.2%
4.5%
5.1%
4.9%
5.0%
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Percentage of Asian Population by State 2006
Data Classes
Percent
0.8 -1.7
1.8 - 3.3
3.7 - 6.0
7.0 - 13.6
26.0 - 56.0
Source: U.S. Census Bureau, “Population Estimates,” 5/17/07
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Ethnic Population Growth Projection for
California Is Exceptional
California Population Estimates for 2020
2020
Total
% 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%
Source: ncmonline.com, “Why Ethnic Media?”
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Purchasing Power
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Asian buying power measured
$509 billion in 2009. It has increased 337%
from 1990-2009, which is more than
double the total population’s increase.
Asian buying power is forecast to
reach $697 billion by 2014.
Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
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Top 10 States Account for 75% of
Asian-American Buying Power
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
California
New York
Texas
New Jersey
Illinois
Hawaii
Washington
Florida
Virginia
Massachusetts
$163
$51
$34
$32
$23
$22
$17
$15
$15
$13
Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
billion
billion
billion
billion
billion
billion
billion
billion
billion
billion
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States with the Largest Growth in
Asian-American Buying Power
State
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
% Increase 2000-2009
Wyoming
Nevada
North Dakota
Arizona
Arkansas
Florida
South Dakota
District of Columbia
Delaware
New Hampshire
Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
187
154
146
140
130
128
126
124
123
121
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Factors Leading to the Gains in
Asian-American Buying Power
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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.
Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009
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Spending Patterns
And Consumer Behaviors
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Asian-American consumers have traditionally
spent more than the average U.S. household
on housing, food, education,
vehicle purchases, public transportation,
furniture, footwear and clothing, and
pensions and insurance. Here’s
a closer look at some of these categories.
Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)
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Top Asian-American Average Annual
Consumer Expenditures
Product/Service
Housing
Average Spending
Asian-American
Average Spending
All Consumer Units
$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
Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)
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Study of Asian-American Brand Preferences
And Consumer Behaviors
InterTrend Communication’s Knowledge Center surveyed 1,380 people,
including Chinese, Vietnamese, Korean, Filipino, and Indian segments,
both in heritage languages and in English:
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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.
Source: Asian Reporter, 5/22/07 (latest data available)
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Asian Immigrants Buy Foods that
Remind Them of Home
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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 eat
a 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.
Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)
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87% of Asian-Americans are dissatisfied
with how US TV portrays Asians, in respect
to both quantity and quality, according
to an AZN-commissioned study
by The Ronin Group.
Source: CableFax Daily, 2/20/07 (latest data available)
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Media Usage
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Top 25 Asian-American TV Markets
Rank*
1
2
3
4
5
6
7
8
9
10
11
12
DMA
Market
Los Angeles
New York
San Francisco
Honolulu
Chicago
Washington, DC
Seattle-Tacoma
Sacramento
Philadelphia
Houston
Dallas-Ft. Worth
Boston
Asian-American
TV HH
% Total
Asian-American
TV HH
Cume %
Asian-American
TV HH
699,860
614,490
530,690
212,650
182,650
173,830
152,360
130,790
120,420
118,430
114,740
112,970
14.5
12.8
11.0
4.4
3.8
3.6
3.2
2.7
2.5
2.5
2.4
2.3
14.5
27.3
38.3
42.8
46.6
50.2
53.3
56.1
58.6
61.0
63.4
65.7
*Ranked by Asian TV Households
Source: Nielsen Media Research, NSI, January 2011
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Top 25 Asian-American TV Markets
Rank*
13
14
15
16
17
18
19
20
21
22
23
24
25
DMA
Market
San Diego
Atlanta
Detroit
Las Vegas
Phoenix (Prescott)
Minneapolis-St. Paul
Portland, OR
Denver
Baltimore
Orlando
Tampa-St. Petersburg
Miami-Ft. Lauderdale
Fresno-Visalia
Asian-American
TV HH
105,580
81,930
64,160
54,570
51,460
50,840
48,980
42,210
39,910
39,400
36,990
35,640
31,680
% Total
Asian-American
TV HH
2.2
1.7
1.3
1.1
1.1
1.1
1.0
0.9
0.8
0.8
0.8
0.7
0.7
Cume %
Asian-American
TV HH
67.9
69.6
71.0
72.1
73.2
74.2
75.2
76.1
77.0
77.8
78.5
79.3
80.0
*Ranked by Asian TV Households
Source: Nielsen Media Research, NSI, January 2011
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Asian-Americans Watch a Larger
Proportion of Live Television
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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).
Source: State of Cable and Broadband 2009 Horowitz Associates’ report cited in Research Alert No. 27
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Cable Plus ADS Has Increased Since 2007 in
Asian-American TV Households
Cable Plus ADS % penetration in TV HH
Source: Nielsen Media Research, Television Audience 2009
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Changes for Asian-American
Television Outlets
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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 Koreabased networks and airs 24 hours a day.
Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
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Asian-American Print Outlets Face Challenges
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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 dropoff 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.
Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
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Asian-American Website Growth
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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.
Source: The State of the News Media 2009, Pew Project for Excellence in Journalism
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Asian-Americans are well acculturated, yet
the majority stay connected with their
cultural heritage through media and
language, according to InterTrend
Communications.
Source: Marketing to Emerging Majorities
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Asian-Americans Prefer In-Language Ads
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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 inlanguage or bi-lingual advertisements.
However, nearly half of Asian-Americans say the
language doesn’t matter.
Source: Asian Reporter, 5/22/07 (latest data available)
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Asian-Americans Preferred Language In
Advertising by Heritage
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%
Source: Marketing to the Emerging Majorities, 7/1/2007 (latest data available)
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Asian-American Internet Usage
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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.
Source: eMarketer 9/29/10
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Thank You!
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