Asian Americans in the U.S.

• Background
• Overview of Report
• Scope of Report
• Methodology

• Asian American Population Nears 13 Million
• Asian American Population Growing Nearly as Fast as Hispanic
• Asian American Population Includes Many Subgroups
• South Asian Population Shows Fastest Growth
• More than One-Third of Asians Live in California
• Asian Americans Most Likely to Stay Married
• Asian American Households Often Large and Complex
• Asian American Households More Likely to Consist of Married Couples and Children

• Nearly Half of Asian Americans Have Earned Bachelor’s Degree or Higher
• Asian Indians Have Most Advanced Academic Credentials
• Nearly Half of Asian Americans Work as Managers and Professionals
• Asian Americans Key Players in Many High-Paying Professional Job Categories
• Koreans Top List of Self-Employed Asians
• Asian Americans Have High Per-Capita Income
• Asian Americans Have Highest Household Income
• More than One out of Four Asian American Families Has Income of $100,000 or More
• Asian Americans Are Exceptionally High Earners

• Immigration Remains Main Driver of Asian Population Growth
• More than One-Third of Asians Came to U.S. after 1990
• Most Asian Kids and Teens Born in the United States
• More English-Speakers among Asians than Hispanics

• Asian Americans Spend 14% More than Average American Consumer Unit
• Asian Americans Spend Much More on Housing
• Asian American Consumers Enjoy Shopping
• Price Plays Important Role in Buying Decisions

• Asian Americans Spend More for New Cars
• Foreign Cars Get Nod from Asian Americans
• Asian Americans Less Confident about Financial Management Skills
• Asian Americans Have Low Tolerance for Risk but Are Comfortable Taking on Debt
• Credit Cards More Common
• Asian Americans More Likely to Have Financial Investments
• Healthful Foods Important to Asian Americans
• Vegetarians More Common among Asian Americans
• Asian Americans Spend Less on Health Care
• Asian Americans Trust OTC Medications More
• Cost of Drugs Seen as Measure of Effectiveness
• Asian Americans Trust Heavily Advertised Brand-Name Prescription Medications

• Asian Americans Follow Latest Technology
• Asian Americans Prime Customers of Home Electronics Retailers
• PCs More Heavily Used in Asian American Homes
• Asian Americans Include More Online Enthusiasts
• Asian Americans Far More Affected by Internet
• E-Commerce More Popular among Asian Americans
• Asian Americans More Attuned to Online Marketing and Advertising
• Cell Phones More Common

• Asian American Families with Children More Affluent
• Families with Children at Core of Asian American Market
• Asian American Parents More Driven to Succeed
• Asian American Parents Like to Shop with Their Kids but Don’t Indulge Them
• Online Shopping Important Part of Asian American Family Life
• Asian American Youth Have Distinct Values
• Asian American Youth More Brand-Conscious
• Asian American Youth More Involved in Technology
• Internet Has Huge Impact on Lifestyle of Asian American Youth

• Many Asian Americans Use Both In-Language and English-Language Media
• TV Audience Measurement Improves in Asian American Market
• TV Choices Expand for Asian Americans
• Radio Remains Important

• Asian American Consumers Have Positive View of Advertising
• Asian Americans Pay More Attention to TV Commercials
• Use of In-Language Marketing Can Vary, but Cultural Sensitivity a Must

• Asian Americans Control Buying Power of $434 Billion
• Asian American Buying Power Will Reach $611 Billion in 2010
• Nearly Half of Asian American Buying Power Concentrated in Three Top Markets
• Per Capita Buying Power Differs across Major Markets

• U.S -Born Asians Will Become More Influential in Asian American Market
• Language Issue Becomes More Complex
• Reacculturation a Growing Trend among Young Asian Americans
• Asian Americans Most Affluent Multicultural Market Segment
• Concentration of Asian American Consumers in Major Markets Offers Opportunity
• Many Opportunities Remain Untapped

Section 1 Demographic Overview
Chapter 2 Profile of the Asian American Population Current Size and Projected Growth of the Asian American Population

• Asian American Population Nears 13 Million
• Table 2-1: U.S. Population by Race and Hispanic Origin, 2005 Asian American Population Growing Nearly as Fast as Hispanic
• Table 2-2: Population Growth, Asian Americans vs. Other Population Segments, 2000-2005 Asian Population Will Continue to Grow at Rapid Rate
• Table 2-3: Projected Population Growth, Asian Americans vs. Other Population Segments, 2005-2010

• Chinese Make Up Largest Asian Subgroup
• Table 2-4: Asian American Population by Major Subgroup, 2004
• Asian American Population Includes Many Subgroups
• Table 2-5: Detailed Description of Segments Included in “Other” Asians, 2004
• South Asian Population Shows Fastest Growth
• Table 2-6: Population Growth Rates of Asian Subgroups, 2000 vs. 2004
• Table 2-7: Population Growth of Asian Subgroups as Percent of Total Asian American Population Growth, 2000 vs. 2004

• Asian Population Skews Older than Other Multicultural Segments
• Table 2-8: Population by Selected Age Group, Asians vs. Other Population Groups, 2005
• Japanese Are Oldest, Asian Indians Are Youngest in Asian Population
• Table 2-9: Population of Asian Subgroups by Selected Age Groups, 2004
• Females Outnumber Males
• Table 2-10: Population by Gender, Asians vs. Other Population Groups, 2005

• More than One-Third of Asians Live in California
• Table 2-11: States with Largest Asian Populations, 2004
• One out of Eight Californians Is an Asian American
• Table 2-12: States with Largest Percentage of Asian Americans, 2004
• San Francisco Bay Area Counties Have High Concentration of Asian
• American Residents
• Table 2-13: Counties with Highest Percentage of Asians, 2004

• Asian Americans Marry Later
• Table 2-14: Median Age at First Marriage, Asian Americans vs. Others by Gender, 2004
• Asian Americans Most Likely to Stay Married
• Table 2-15: Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2005
• Table 2-16: Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2005
• Table 2-17: Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2005
• Married Couples Most Common among Asian Indians and Chinese
• Table 2-18: Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2004
• Asian American Households Often Large and Complex
• Table 2-19: Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2004
• Table 2-20: Relationships of Household Members, Asian Americans vs. Others, 2004
• Table 2-21: Relationships within Asian American Households by Subgroup, 2004
• Asian American Households More Likely to Consist of Married Couples and Children
• Table 2-22: Household Profile, Asian Americans vs. Others, 2004
• Family Structure Differs across Asian American Subgroups
• Table 2-23: Relationships within Asian American Households by Subgroup, 2004
• Unmarried Mothers Relatively Rare among Asian Americans
• Table 2-24: Women Who Had a Birth in the Past 12 Months by Marital Status, Asian Americans vs. Others, 2004

Chapter 3 Economic Profile of Asian Americans

• Educational Attainment
  • Asian American Parents Continue to Place High Value on Education
  • Figure 3-1: Percent of 18- to 24-Year-Olds Enrolled as Full-Time Students in Institutions of Higher Education, Asian vs. All 18- to 24-Year-Olds
  • Nearly Half of Asian Americans Have Earned Bachelor’s Degree or Higher
  • Table 3-1: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2004
  • Table 3-2: Educational Attainment of People 25 Years Old and Over,
  • Asian Americans vs Others by Gender, 2004.
  • Asian Indians Have Most Advanced Academic Credentials
  • Table 3-3: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2004
  • Filipinas Have High Level of Education
  • Table 3-4: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2004
  
  
• Employment Patterns
  • Nearly Half of Asian Americans Work as Managers and Professionals
  • Table 3-5: Occupations of People 16 Years Old and Over, Asian Americans vs. Others by Gender, 2004
  • Table 3-6: Occupations of Asian Americans 16 Years Old and Over by Subgroup, 2004
  • Asian Americans Key Players in Many High-Paying Professional Job Categories
  • Table 3-7: Occupations with an Above-Average Percentage of Asian Americans, 2005
  
  
• The Asian American Entrepreneur
  • Koreans Top List of Self-Employed Asians
  • Figure 3-2: Percent Self-Employed in Unincorporated Business by Asian Subgroup More than 1.1 Million Firms Are Asian-Owned
  • Table 3-8: Number of Asian-Owned Firms by Asian Subgroup, 2002 Wholesale and Retail Trade Businesses Rank Highest
  • Table 3-9: Industries Accounting for the Largest Receipts for Asian-Owned Firms, 2002
  • Asian-Owned Firms Cluster in California
  • Table 3-10: Eleven States with the Largest Number of Asian-Owned Firms, 2002
  
  
• Income Levels
  • Asian Americans Have High Per-Capita Income
  • Table 3-11: Per Capita Income, Asian Americans by Subgroup vs. Others, 2004
  • Asian Americans Have Highest Household Income
  • Table 3-12: Household and Family Income Levels, Asian Americans by Subgroup vs Others, 2004.
  • More than One out of Four Asian American Families Has Income of $100,000 or More
  • Table 3-13: Distribution of Family Income, Asian Americans vs. Others, 2004
  • Table 3-14: Number of Families with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2004 Asian Americans Are Exceptionally High Earners
  • Table 3-15: Mean and Median Earnings of Full-Time, Year-Round Male Workers, Asian Americans by Subgroup vs. Others, 2004
  • Table 3-16: Mean and Median Earnings of Full-Time, Year-Round Female Workers, Asian Americans by Subgroup vs. Others, 2004
  • Homes of Asian Americans More than Double the Value of the Average Home
  • Table 3-17: Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2004

Chapter 4 Language and Acculturation

• The Impact of Immigration
  • Immigration Remains Main Driver of Asian Population Growth
  • Table 4-1: Components of Population Increase 2000-2005, Asian Americans vs. Others
  • More than One-Third of Asians Came to U.S. after 1990
  • Table 4-2: Percent of Population Foreign-Born by Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004
  • Table 4-3: Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004
  • Most Asian Kids and Teens Born in the United States
  • Table 4-4: Percent Foreign-Born in Population 18 Years and Younger,
  • Asians vs. Hispanics
  • Immigrant Experience Varies Across Asian Subgroups
  • Table 4-5: Percent of Asian American Population Foreign-Born by Segment and Year of Entry, 2004
  • Table 4-6: Percent of Asian American Population Foreign-Born by Subgroup and Year of Entry, 2004
  • Table 4-7: Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2004
  
  
• Use of the English Language
  • More English-Speakers among Asians than Hispanics
  • Table 4-8: Number and Percent of People 5 Years Old and Over Proficient
  • in English Language, Asians vs. Hispanics, 2004
  • English Proficiency Varies Substantially across Asian Subgroups
  • Table 4-9: Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2004
  • Asian Immigrants More Likely than Hispanics to Speak English
  • Table 4-10: Number and Percent of Foreign-Born People 5 Years Old and
  • Over Proficient in English Language, Asians vs. Hispanics, 2004
  • Many Asian Households Still Classified as “Linguistically Isolated”
  • Table 4-11: Percent of Households Linguistically Isolated by Household Language, 2004

Section 2 Understanding the Asian American Consumer
Chapter 5 Overview of Asian American Consumers

• Profile of Asian American Consumer Units
  • Consumer Units Defined
  • Asian Americans Spend 14% More than Average American Consumer Unit
  • Table 5-1: Expenditures of Asian American Consumer Units as Percent of After-Tax Income
  • Asian American Consumer Units Have Different Profile
  • Table 5-2: Characteristics of Consumer Units, Asian American Consumer
  • Units vs. All Consumer Units
  
  
• Summary of Asian American Consumer Expenditure Patterns
  • Asian Americans Spend Much More on Housing and Education
  • Table 5-3: Consumer Expenditures Categories for Which Asian Americans Spend a Higher Percentage of Their Total Budget than All Consumer Units
  • Asian American Consumer Units Spend Less in Several Areas
  • Table 5-4: Consumer Expenditures Categories for Which Asian Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units
  
  
• Overview of Shopping Behavior
  • Brands Attract Asian American Shoppers to Specialty Stores
  • Table 5-5: Brand Loyalty, Asian Americans vs. All U.S. Adults by Gender
  • Designer Clothes Get High Priority
  • Table 5-6: Attitudes toward Designer Clothes, Asian Americans vs. All U.S. Adults by Gender
  • Asian American Consumers Enjoy Shopping
  • Table 5-7: Attitudes toward Shopping, Asian Americans vs. All U.S. Adults by Gender
  • Figure 5-1: Percent Visiting Shopping Mall in Last 4 Weeks, Asian Americans vs. All U.S. Adults by Gender
  • Price Plays Important Role in Buying Decisions
  • Table 5-8: Impact of Price on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
  • Most Popular Retail Outlets Analyzed
  • Table 5-9: Department/Discount Stores Shopped in Last 3 Months, Asian American Men vs. All U.S. Men
  • Table 5-10: Department/Discount Stores Shopped in Last 3 Months, Asian American Women vs. All U. S. Women

Chapter 6 Highlights of Asian American Consumer Behavior

• Automotive
  • Asian Americans Spend More for New Cars
  • Table 6-1: Attitudes toward New Cars, Asian Americans vs. All U.S. Adults
  • by Gender
  • Table 6-2: Annual Expenditures for Vehicle Purchases and Related
  • Expenses by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
  • Asian American Car Buyers Drawn by Luxury, Looks, and Comfort
  • Table 6-3: Reasons for Buying a Vehicle, Asian Americans vs. All U.S. Adults by Gender
  • Automotive Technology Interests Asian American Men
  • Table 6-4: Interest in Automotive Technology, Asian Americans vs. All U.S. Adults by Gender
  • Foreign Cars Get Nod from Asian Americans
  • Table 6-5: Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs.
  • All U.S Adults by Gender.
  
  
• Financial Services
  • Asian Americans Less Confident about Financial Management Skills
  • Table 6-6: Indicators of Financial Confidence, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Have Low Tolerance for Risk but Are Comfortable Taking on Debt
  • Table 6-7: Attitudes toward Saving and Spending, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans More Interested in Financial Services
  • Table 6-8: Attitudes toward Financial Services, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Question Need for Insurance
  • Table 6-9: Attitudes toward Insurance, Asian Americans vs. All U.S. Adults by Gender
  • Table 6-10: Annual Expenditures for Personal Insurance and Pensions by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
  • Table 6-11: Insurance Coverage, Asian Americans vs. All U.S. Adults by Gender
  • Credit Cards More Common
  • Table 6-12: Use of Financial Services, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans More Likely to Have Financial Investments
  • Table 6-13: Type of Investments Owned, Asian Americans vs. All U.S. Adults by Gender
  • Tax Preparation Services Used Less
  • Figure 6-1: Percent Used Tax Preparation Services in Last 12 Months,
  • Asian Americans vs All U.S. Adults.
  • Money Transfer Services Highly Popular
  • Figure 6-2: Percent Sent Money Outside U.S. in Last 12 Months, Asian Americans vs. All U.S. Adults
  
  
• Food at Home
  • Asian Americans Allocate Food Budgets Differently
  • Table 6-14: Annual Expenditures for Food at Home by Amount and Percent
  • of Total Expenditures, Asian Americans vs. All Consumer Units
  • Table 6-15: Annual Expenditures on Selected Food Categories, Asian American vs. All Consumer Units Healthful Foods Important to Asian Americans
  • Table 6-16: Attitudes toward Diet and Health, Asian Americans vs. All U.S. Adults by Gender
  • Vegetarians More Common among Asian Americans
  • Figure 6-3: Percent Saying They Are Vegetarians, Asian Americans vs. All U.S. Adults
  • Gourmet Food Has High Value
  • Table 6-17: Attitudes toward Gourmet Food, Asian Americans vs. All U.S. Adults by Gender
  • Asian American Men More Interested in New Foods and Drinks
  • Table 6-18: Attitudes toward Trying New Foods, Asian Americans vs. All U.S. Adults by Gender
  
  
• Health and Pharmaceuticals
  • Asian Americans Spend Less on Health Care
  • Table 6-19: Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, Asian Americans vs. All Consumer Units
  • Visits to Doctor Less Frequent
  • Table 6-20: Attitudes toward Physicians, Asian Americans vs. All U.S. Adults by Gender
  • Strong Focus on Independent Health Information Sources
  • Table 6-21: Sources of Health Information, Asian Americans vs. All U.S. Adults by Gender
  • Use of Preventive Medicine Lower
  • Table 6-22: Use of Medications, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Trust OTC Medications More
  • Table 6-23: Attitudes toward Prescription vs. Over-the-Counter Remedies, Asian Americans vs. All U.S. Adults by Gender
  • Cost of Drugs Seen as Measure of Effectiveness
  • Table 6-24: Attitudes toward Cost of Prescription Drugs, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Trust Heavily Advertised Brand-Name Prescription Medications
  • Table 6-25: Attitudes toward Drug Advertising, Asian Americans vs. All U.S. Adults by Gender
  • Vitamins Seen as Helpful by Asian American Men
  • Table 6-26: Attitudes toward Vitamins, Asian Americans vs. All U.S. Adults by Gender
  • Asian American Women Prefer Alternative Medicine
  • Table 6-27: Attitudes toward Non-traditional Medicine, Asian Americans vs. All U.S. Adults by Gender

Chapter 7 Technology and the Internet

• Attitudes toward Technology and Consumer Electronics
• Asian Americans Follow Latest Technology
• Table 7-1: Attitudes toward Technology, Asian Americans vs. All U.S. Adults by Gender
• Asian American Men View Selves as Trendsetters in Consumer
• Electronics
• Table 7-2: Attitudes toward Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
• Price Not a Factor When Buying Electronics
• Table 7-3: Attitudes toward Price When Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
• Asian Americans Prime Customers of Home Electronics Retailers
• Table 7-4: Shopping at Home Electronics Stores, Asian Americans vs. All Adults

• PCs More Heavily Used in Asian American Homes
• Table 7-5: Use of Personal Computers at Home, Asian Americans vs. All U.S. Adults
• Asian Americans Include More Online Enthusiasts
• Table 7-6: Heavy Internet Use, Asian Americans vs. All U.S. Adults
• Table 7-7: Frequency of Internet Use, Asian Americans. vs. All U.S. Adults
• Asian Americans More Active on Internet
• Table 7-8: Online Activities Last 30 Days, Asian American Men vs. All U.S. Men
• Table 7-9: Online Activities Last 30 Days, Asian American Women vs. All U.S. Women
• Leading Websites Listed
• Table 7-10: Websites Visited Last 30 Days, Asian Americans vs. All Adults

• Asian Americans Far More Affected by Internet
• Table 7-11: Impact of Internet on Lifestyles, Asian Americans vs. All U.S. Adults by Gender
• Figure 7-1: Percent Using Instant Messaging, Asian Americans vs. All U.S. Adults
• E-Commerce More Popular among Asian Americans
• Table 7-12: Impact of Internet on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
• Figure 7-2: Percent Placing Any Internet Order in Last 30 Days, Asian Americans vs. All U.S. Adults by Gender
• Figure 7-3: Spent $1000 or More on Internet in Last 12 Months, Asian Americans vs. All U.S. Adults
• Asian Americans More Attuned to Online Marketing and Advertising
• Table 7-13: Effectiveness of Online Advertising, Asian Americans vs. All U.S. Adults
• Figure 7-4: Percent Who Like to Receive Information about Products by
• Email, Asian Americans vs. All U.S. Adults

• Cell Phones More Common
• Figure 7-5: Percent Owning Cell Phones, Asian Americans vs. All U.S.
• Adults by Gender
• Asian Americans More Likely to Use Cell Phones as Mobile Media
• Platforms
• Table 7-14: Use of Cellular/Wireless Services, Asian Americans vs. All U.S. Adults by Gender
• Landline Phones More Likely to Be Vanilla
• Table 7-15: Use of Telephone Services, Asian Americans vs. All U.S. Adults by Gender
• Telephone Credit Cards Remain More Popular with Asian Americans
• Table 7-16: Use of Telephone Credit Cards, Asian Americans vs. All U.S. Adults by Gender

Chapter 8 Key Consumer Segments

• Asian American Families with Children
  • Asian American Families with Children More Affluent
  • Table 8-1: Mean Income of Families with Children, Asian American vs. Others, 2004
  • Families with Children at Core of Asian American Market
  • Table 8-2: Aggregate Income of Families with Children as Percent of Total Aggregate Income, 2004
  • Asian American Parents More Driven to Succeed
  • Table 8-3: Attitudes toward Money, Asian American vs. All Parents
  • Table 8-4: Attitudes toward Work and Family, Asian American vs. All Parents
  • Figure 8-1: Percent of 6- to 17-Year-Olds Who Like Spending Time with
  • Family, Asian American vs. All by Gender
  • Asian American Kids and Teens Spend Leisure Time Differently
  • Table 8-5: Attitudes of 6-to 17-Year-Olds toward School and Free-time Activities, Asian American vs. All
  • Asian American Kids and Parents Reflect Same Attitudes toward Saving and Spending
  • Table 8-6: Attitudes of Parents toward Saving and Spending, Asian American vs. All
  • Table 8-7: Attitudes of 6- to 17-Year-Olds toward Saving and Spending, Asian American vs. All
  • Asian American Parents Like to Shop with Their Kids but Don’t Indulge Them
  • Table 8-8: Attitudes of Parents toward Buying Things for Their Kids, Asian American vs. All Asian American Parents Focus on Healthy Food
  • Table 8-9: Attitudes of Parents toward Healthy Eating, Asian American vs. All
  • Fattening Foods Less Common in Asian American Family Menus
  • Table 8-10: Attitudes of Parents toward Fattening Food, Asian American vs. All
  • New Nutritional Products and Health Foods Get Attention of Asian American Parents
  • Figure 8-2: Percent of 6- to 17-Year-Olds Who Try Not To Eat Too Many Sweets, Asian American vs. All by Gender
  • Table 8-11: Attitudes of Parents toward Trying New Food Products, Asian American vs. All Asian American Parents More Interested in Using Recycled Products
  • Table 8-12: Attitudes of Parents toward Recycling, Asian American vs. All Online Shopping Important Part of Asian American Family Life
  • Table 8-13: Attitudes of Parents toward Shopping on the Internet, Asian American vs. All Asian American Kids and Teens Relate to TV Advertising but Their Parents Don’t
  • Table 8-14: Attitudes of Parents toward Television, Asian American vs. All
  • Table 8-15: Attitudes of 6- to 17-Year-Olds toward Television, Asian American vs. All
  
  
• The Next Generation
  • Asian American Youth Have Distinct Values
  • Table 8-16: Attitudes of 18- to 29-Year-Olds toward Work and Money, Asian American vs All.
  • Asian American Youth More Interested in Pursuing Change
  • Table 8-17: Attitudes of 18- to 29-Year-Olds toward Novelty, Asian American vs. All
  • Attitudes toward Recycling Mirror Parents’
  • Table 8-18: Attitudes of 18- to 29-Year-Olds toward Recycling, Asian American vs. All
  • Asian American Youth More Brand-Conscious
  • Table 8-19: Attitudes of 18- to 29-Year-Olds toward Brands, Asian American vs. All
  • Asian American Youth More Involved in Technology
  • Table 8-20: Attitudes of 18- to 29-Year-Olds toward Technology and Consumer Electronics Products, Asian American vs. All
  • Internet Has Huge Impact on Lifestyle of Asian American Youth
  • Table 8-21: Impact of the Internet on Lifestyle of 18- to 29-Year-Olds, Asian American vs. All
  • Internet Has More of an Effect on Traditional Media Usage and Shopping by Asian American Youth
  • Table 8-22: Impact of the Internet on Media Usage by 18- to 29-Year-Olds, Asian American vs. All
  • Table 8-23: Use of the Internet by 18- to 29-Year-Olds for Shopping, Asian American vs. All

Section 3 Key Trends in the Asian American Market
Chapter 9 Media Trends in the Asian American Market

• Overview
  • Newspapers Less Important Source of Information
  • Table 9-1: Attitudes toward Newspapers, Asian Americans vs. All U.S.
  • Adults by Gender
  • Magazines Seen Key Source of Entertainment and Information
  • Table 9-2: Attitudes toward Magazines, Asian Americans vs. All U.S. Adults by Gender
  • Television Has Lower Priority
  • Table 9-3: Attitudes toward Television, Asian Americans vs. All U.S. Adults by Gender
  • Internet Cuts Traditional Media Usage by Asian Americans
  • Table 9-4: Impact of the Internet on Media Usage, Asian Americans vs. All
  • U.S. Adults by Gender
  
  
• Key Media Trends
  • Many Asian Americans Use Both In-Language and English-Language
  • Media
  • TV Audience Measurement Improves in Asian American Market
  • Top Asian American TV Markets Analyzed
  • TV Choices Expand for Asian Americans
  • ImaginAsian TV Seeks Broad Audience Base
  • Comcast Bets on AZN
  • MTV Targets Bicultural Asian American Youth
  • Established West-Coast Local Asian Channels Continue to Succeed
  • Radio Remains Important

Chapter 10 Advertising and Marketing Trends

• Receptivity to Advertising
  • Asian American Consumers Have Positive View of Advertising
  • Table 10-1: Overall Attitudes toward Advertising, Asian Americans vs. All U.S. Adults by Gender
  • Magazine Ads Source of Enjoyment
  • Table 10-2: Attitudes toward Magazine Advertising, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Pay More Attention to TV Commercials
  • Table 10-3: Attitudes toward Television Advertising, Asian Americans vs. All U.S. Adults by Gender
  • Table 10-4: Behavior When Watching TV Commercials, Asian Americans vs. All U.S. Adults by Gender
  • Ads in Urban Venues Succeed with Asian Americans
  • Table 10-5: Attitudes toward Outdoor Advertising, Asian Americans vs. All U.S. Adults by Gender
  • Asian Americans Notice Ads in Movie Theaters
  • Table 10-6: Attitudes toward Ads in Movie Theaters, Asian Americans vs.
  • All U.S. Adults by Gender
  
  
• Marketing Strategies and Approaches
  • Use of In-Language Marketing Can Vary
  • Cultural Sensitivity a Mainstay of Asian American Marketing Efforts
  • Community Involvement Remains Important
  • Wal-Mart Launches First Asian-Language Ad Campaign
  • Anheuser-Busch Continues to Connect with the Asian American Community
  • MetLife Unveils South Asian Campaign
  • Kraft Targets Asian American Moms
  • Toyota Looks to Asian American Consumers

Chapter 11 Size and Growth of the Asian American Market

• Analysis of Aggregate Consumer Expenditures by Asian Americans
• Asian American Consumers Have Above-Average Impact in Numerous
• Product Segments
• Table 11-1: Consumer Expenditure Categories with Higher than Expected Share of Aggregate Expenditures by Asian American Households Asian American Households Represent $14 Billion Market for Food Marketers
• Table 11-2: Aggregate Annual Expenditures by Asian American Consumer Units for Food and Beverages Expenditures on Household Furnishings and Equipment Top $6.1 Billion
• Table 11-3: Aggregate Annual Expenditures by Asian American Consumer Units for Household Furnishings and Equipment Asian American Households Spend $7.2 Billion for Apparel
• Table 11-4: Aggregate Annual Expenditures by Asian American Consumer Units for Apparel New Vehicle Expenditures Total $9.1 Billion
• Table 11-5: Aggregate Annual Expenditures by Asian American Consumer Units for Vehicle Purchases and Related Expenses Entertainment Expenditures Total $7 Billion
• Table 11-6: Aggregate Annual Expenditures by Asian American Consumer Units for Entertainment Education Expenditures Total $8.2 Billion
• Table 11-7: Aggregate Annual Expenditures by Asian American Consumers for Personal- Care Products and Services, Reading Materials, and Education

• Buying Power Used as Measure of Asian American Market
• Asian Americans Control Buying Power of $434 Billion
• Table 11-8: Asian American Buying Power by Population Segment, 2005 Asian American Buying Power Will Reach $611 Billion in 2010
• Table 11-9: Projected Growth in Asian American Buying Power, 2005-2010

• Nearly Half of Asian American Buying Power Concentrated in Three Top Markets
• Table 11-10: Top 15 Asian American Markets Ranked by Aggregate Buying Power, 2005 Per Capita Buying Power Differs across Major Markets
• Table 11-11: Top 15 Asian American Markets Ranked by Per Capita Buying Power, 2004 Demographic Profiles of Major Markets Vary Widely
• Table 11-12: Top 15 Asian American Markets by Top 3 Asian Subgroups, 2004
• Degree of Acculturation Varies across Asian American Markets
• Table 11-13: Top Asian American Markets Ranked by English-Language Proficiency of People Five Years Old and Over Speaking Asian Languages at Home, 2003

• Introduction
• The Asian Indian Segment
• The Chinese Segment
• The Filipino Segment
• The Japanese Segment
• The Korean Segment
• The Vietnamese Segment
• Table 11-14: Overview of Asian Indian Segment of Asian American Market
• Table 11-15: Overview of Chinese Segment of Asian American Market
• Table 11-16: Overview of Filipino Segment of Asian American Market
• Table 11-17: Overview of Japanese Segment of Asian American Market
• Table 11-18; Overview of Korean Segment of Asian American Market
• Table 11-19: Overview of Vietnamese Segment of Asian American Market

Chapter 12 Strategic Trends and Opportunities

• Strategic Trends
• U.S -Born Asians Will Become More Influential in Asian American Market
• Figure 12-1: Number of Births to Asian Women in the United States, 1980-2004
• Language Issue Becomes More Complex
• Reacculturation a Growing Trend among Young Asian Americans

• Asian Americans Most Affluent Multicultural Market Segment
• Concentration of Asian American Consumers in Major Markets Offers Opportunity
• More Advertisers Enter Asian American Market
• Many Opportunities Remain Untapped
• Appeals to Health and Environment May Succeed More with Asian Americans
• Asian Americans Still Prime Consumer Electronics Customers
• Online Marketing to Asian Americans Remains Missed Opportunity
• Asian Youth a Growing Force in U.S. Youth Market

Appendix Addresses of Selected Asian American Market Resources