The Asian American MarketPublished by: Packaged Facts Published: Mar. 1, 2000 - 236 Pages Special Offer: Now 50% off original sale price of $2750Table of Contents
Overview of Report
Methodology
Asian Americans Grew Faster than Other Ethnic Groups Relative Size of Asian American Population Also Increased Six Ethnic Groups Account for Vast Majority of Asian American Population Table 1-1: Asian American Ethnic Groups Ethnic Composition of Asian American Population Has Changed Radically Social and Economic Characteristics of Asian American Subgroups Vary Widely Immigration Drives Asian American Population Growth Asian American Population Centers in Few Localities. Asian Americans Tend to Live in Large Family Households Asian Americans Have Highest Household Income More Than 50% of Asian American Families Have Incomes over $50,000 Asian Americans Strong in Professional and Technical Jobs Asian Americans Are Most Likely to Earn a Bachelor's Degree Asian Values Differ Significantly from Those of Mainstream Culture Many Asian Americans Follow Traditional Religions but Christianity Is a Strong Force Political Activism Increases
Upper-Income Asian Americans Are Attractive Market Income of Most Affluent Asian American Households Totals More than $160 Billion Demographic Shifts Are Underway Many of the Largest Asian American Markets Are Not in the Pacific Region Asian American Market Includes Diverse Customer Segments Many Factors Affect Growth of Asian American Market
Findings Asian American Ethnic Groups Vary in Their Consumer Behavior Asian Americans Spend Less Time Shopping but Shop More Often for Groceries Asian Americans Depend on Self-Contained Commercial Developments Asian American Expenditure Patterns Vary Asian American Households Lead in PC Ownership
Print Remains Most Popular but Radio and TV Gain Ground English-Language Magazines Target Younger Generation Obstacles Remain for Advertisers Internet Offers Effective Way to Reach Asian American Buyers Asian Americans Offer Good Direct-Mail Prospects
Experts Emphasize In-Language Print and Electronic Media Bilingual Staff and In-Language Call Centers Become More Common Cultural Factors Affect Marketing and Selling Multiple Approaches Help Achieve Successful Strategy
The Happiness and Prosperity of Children Honoring Traditions Celebrating Asian Festivals Quality and Price
Pacific Islanders Are Distinct Population Group Asian American Census Data Have Limitations Packaged Facts Analysis Focuses on Asians in America Description of Principal Asian American Ethnic Groups
Asian American Population Early Asian Americans Faced Severe Discrimination Changes in Immigration Law in 1965 Began New Era for Asian Americans
Table 2-1: Growth of U.S. and Asian American Populations, 1990-1999 Asian American Population Has Tripled Since 1980 Figure 2-3: Asian American Population Growth, 1980-1999 Asian Americans Grew Faster than Other Ethnic Groups Relative Size of Asian American Population Also Increased Table 2-2: Past, Present, and Projected U.S. Ethnic Mix, 1990-2010 Figure 2-4: Population Growth Rates: Asian Americans vs. Other Population Groups, 1990-1999 Immigration Drives Asian American Growth Table 2-3: Country of Origin of Asian American Immigration, 1995-1998
Table 2-4: States with Largest Asian American Population, 1998 Most Asian Americans Live in the West Table 2-5: Geographic Distribution of Asian Americans and General Population, 1998 Asian American Population Growth Is Concentrated in the West Table 2-6: Growth of Asian American and General Populations by Region, 1990 to 1998 Northeastern States Also Have Substantial Asian American Populations Table 2-7: States with Highest Percentage of Asian Americans California Counties Lead Asian American Population Centers Table 2-8: Asian American Population Trends in Key Localities, 1990-1998 Some Localities Experienced Exceptionally Rapid Growth in Asian American Population Table 2-9: Counties with Fastest Growing Asian American Populations, 1990-1998 Asian Americans Cluster in Metropolitan Areas Table 2-10: Location of Residence: Asian Americans vs. Other Population Groups
Table 2-11: Median Age of Asian Americans and Other Population Groups, 1999 and 2010 Nearly One in Four Asian Americans Is 14 Years Old or Younger Table 2-12: Population by Age Group: Asian Americans vs. Other Population Groups Asian American Population Has Higher Percentage of Females
Table 2-13: Household by Type: Asian American vs. Other Households Married-Couple Families Predominate Table 2-14: Family by Type: Asian Americans vs. Other Households Asian American Households Are Larger than Average Table 2-15: Size of Household: Asian American vs. Other Population Groups Marriage and Divorce Patterns Differ among Asian Americans Table 2-16: Marital Status: Asian Americans vs. Members of Other Population Groups 15 Years Old and Over Asian American Children Are Most Likely to Live in Two-Parent Families Table 2-17: Living Arrangements of Children under 18 Years Old: Asian Americans vs. Other Population Groups
Table 2-18: Median Household Income: Asian Americans vs. Other Population Groups Asian Americans Trail Non-Hispanic Whites in Per Capita Income Table 2-19: Per Capita Income: Asian Americans vs. Other Population Groups Asian American Families Have Highest Median Incomes Table 2-20: Median Family Income: Asian Americans vs. Other Groups More Than 50% of Asian American Families Have Incomes over $50,000 Table 2-21: Family Income: Asian Americans vs. Other Families Asian American Households More Likely to Have Two or More Earners Table 2-22: Number of Earners in a Household: Asian Americans vs. Other Population Groups Nearly One-Third of Asian American Male Workers Earn $50,000 or More Table 2-23: Total Money Earnings of Year-Round Full-Time Workers 25 Years Old and Over: Asian Americans vs. Other Population Groups Education Premium of Asian Americans Is Lower Table 2-24: Median Earnings by Educational Attainment: Asian Americans vs. Non-Hispanic Whites Asian Americans Are More Likely to Be Renters Table 2-25: Home Ownership: Asian Americans vs. Other Households Asian Americans Have Average Poverty Rate Table 2-26: Poverty Rates of Asian Americans and Other Population Groups Table 2-27: Poverty Status of Asian Americans vs. Other Families
Table 2-28: Occupation: Asian American Males vs. Other Males Asian American Females Also Favor Professional and Technical Employment Table 2-29: Occupation: Asian American Females vs. Other Females Asian American Employment Patterns Mirror Those of Other Groups Table 2-30: Class of Worker: Asian Americans vs. Other Population Groups Unemployment Among Asian Americans Is Lower than Average Table 2-31: Unemployment Rate: Asian Americans vs. Other Population Groups Asian Americans Strong in Silicon Valley Table 2-32: H-1B Visa Holders by Country of Birth Profiles of Korean and Chinese American Entrepreneurs Differ Asian Americans Hit Barriers in Corporate America
Table 2-33: Educational Attainment: Asian Americans vs. Other Population Groups, 25 Years Old and Over Younger Asian Americans Achieve Above-Average Educational Success Asian Americans Receive Disproportionate Percentage of Technical Degrees New Generation of Asian Americans Breaks Educational Stereotypes English-Language Skills Improve
Filipino Americans Change Traditional Diet Unacculturated Asian American Youth Smoke Less Asian Americans Show Different Patterns of Alcohol Use Asian Americans Have Different Attitudes toward Health-Care Providers
Asian Values Differ Significantly from Those of Mainstream Culture Younger Asian Americans Display Increased Pride in Asian Identity Asian Americans Remain Comfortable with Their Ethnic Identity Chinese Schools Transmit Language and Values
Christianity Is Strong Force among Asian Immigrants Korean and Chinese Christians Differ in Important Ways Many Denominations Represented among Asian American Christians Asian American Churches Experience "Silent Exodus" by Younger Generation Pan-Asian Churches Attract Second-Generation Asian Americans Political Activism Increases Asian Americans Exercise Increasing Political Influence in California Californian Chinese and Vietnamese Americans Switch to Democratic Party Civil Disorder in Los Angeles in 1992 Transforms Korean American Politics
Population Table 2-34: Asian American Ethnic Groups Ethnic Composition of Asian American Population Has Changed Dramatically Figure 2-5: Ethnic Origins of Asian Americans, 1980 vs. 1999 Social and Economic Characteristics of Asian American Subgroups Vary Widely
Chinese American Population Tripled in Two Decades Figure 2-6: Chinese American Population Growth, 1980-1999 Chinese Americans Originate in Many Countries Chinese American Subgroups Display Differences Christianity Takes Hold among Recent Chinese Immigrants
Filipino Americans Have Unique History Filipino Americans Are Second-Largest Asian American Group Tagalog Remains Influential Language but Most Filipino Americans Are Fluent in English Filipino Americans Have High Incomes and Educational Level Figure 2-7: Filipino American Population Growth, 1980-1999 Filipino Americans Seen as "Invisible" Asian Americans
Punjabi Farmers Pioneered in California South Asians Have Immigrated in Phases Since 1965 Asian Indians Comprise Largest South Asian Group Asian Indians Have High Income and Educational Levels Asian Indian Population in the United States Includes Many Temporary High-Tech Workers Figure 2-8: Asian Indian Population Growth, 1980-1999
Korean Immigrants Have Distinct Profile Korean American Community Is Changing Christianity Remains a Strong Force Korean Americans Predominate in Small Retail Businesses in Urban Areas Korean Business Owners Seek Alternatives Research Data Support Hard-Working Image Second-Generation Korean Americans Are Culturally but Not Socially Assimilated
Japanese American Population Is Divided into Four Segments Size of Japanese American Population Declines in Relative Terms Japanese Market Includes 100,000 Japanese Executives
Vietnamese Population Has Grown Rapidly Vietnamese Retain Strong Hold on Culture and Language Figure 2-9: Vietnamese American Population Growth, 1980-1999 Vietnamese Families Maintain Traditional Values Religion a Vital Part of Vietnamese American Culture "Family Collectivism" Plays Central Role in Vietnamese American Culture
Other Indochinese Experience Fewer Economic Gains Hmong Have Faced Severe Adjustment Problems
Purchasing Power of Asian Americans Reaches $179 Billion Upper-Income Asian Americans Are Attractive Market Table 3-1: Aggregate Earnings of Asian Americans 15 Years Old and Over More than 40% of Asian American Male Workers Earn at Least $40,000 Annually Table 3-2: Aggregate Earnings of Asian American Males 25 Years Old and Over: Year-Round, Full-Time Workers Nearly Half of Asian American Female Workers Earn at Least $30,000 Table 3-3: Aggregate Earnings of Asian American Females 25 Years Old and Over: Year-Round, Full-Time Workers Distribution of Asian American Household Income Estimated Table 3-4: Aggregate Income of Asian American Households Income of Most Affluent Asian American Households Totals More than $160 Billion Asian American Income Is Heavily Skewed toward Affluent Households Asian American College Graduates Are High Earners Table 3-5: Aggregate Earnings of Asian Americans with Bachelor's Degree or More
The Market Will Remain Concentrated Table 3-6: Projected Asian American Population in Selected States, 2000-2015 Honolulu Has the Greatest Asian American Population Density Table 3-7: Metropolitan Areas with Highest Percentage of Asian Americans Most Markets with Highest Percentage of Asian Americans Are in California University Towns Skew Asian American Market Data Many of the Largest Asian American Markets Are Not in the Pacific Region Table 3-8: Leading Asian American Markets Asian American Entrepreneurs Drive Population Shifts Asian Americans Contribute to Changing Face of the South
Asian American Market Includes Diverse Customer Segments Asian American Entrepreneurs Are Fastest Growing Minority-Owned Business Group Asian American Kids Market Will Grow Fastest
Census 2000 Likely to Count More Asian Americans Asian Americans Are Considered Most Likely to Self-Identify As Multiracial Asian Americans Have High Rate of Interracial and Interethnic Marriages Decline in Immigration from Asia May Slow Population Growth but Increase Per Capita Income Figure 3-2: Number of Asian Immigrants, 1994-1998
Table 3-9: Projected Growth of Aggregate Income of Asian Americans, 1999-2004
Research on Asian American Consumer Behavior Has Conflicting Findings Asian American Ethnic Groups Vary in Their Consumer Behavior Quality of Service Is Key Perceived Importance of Price Varies Young Asian Americans Are Loyal to Brands and Are Status Conscious Top Brands of Chinese Americans Revealed Asian Americans Spend Less Time Shopping But Asians Shop Often for Groceries Asian Americans Depend on Self-Contained Commercial Developments Specialized Mall Attracts Asian American Shoppers Koreans Spend More at Malls
Personal-Care Purchasing Patterns of Asian Americans Differ Meat Purchases Vary Chinese Consumers Demand Whole Chickens Asian Americans Prefer Fresh Produce Traditional Foods Help Maintain Cultural Identity Asian Americans Most Likely to Buy New Cars Telecommunications Providers See Rapid Growth among Asian Americans Asian Travelers Focus on Asia Chinese Homebuyers Rely onFeng Shui Asian Americans Are Above-Average Film Processors ATM Cards Are Popular Asian Americans Less Likely to Carry a Credit Card Balance Asian American Savers Become Investors . Asian American Investors Trade More Often
Table 4-1: Percentage of U.S. Households with a Computer: by Race and Place of Residence More Asian American Households Have PCs, Regardless of Income Table 4-2: Percentage of U.S. Households with a Computer: by Race and Income Asian Americans Are Heavy Users of the Internet Table 4-3: Percentage of U.S.Persons Using the Internet: by Race/Hispanic Origin and Location of Use Urban Asian Americans Use Internet the Most Table 4-4: Percentage of U.S.Persons Using the Internet from Any Location: by Race/Hispanic Origin and Location of Residence Asian American Households Show Highest Use of Internet Table 4-5: Percentage of U.S.Households Using the Internet: by Race and Location of Residence Asian Americans Use Internet at Work and in Higher Education Table 4-6: Percentage of U.S. Persons Using the Internet outside the Home: by Selected Places and by Race/Hispanic Origin Internet Used Most for E-Mail and Information Search Table 4-7: Percentage of U.S. Persons Using the Internet at Home: by Type of Use and by Race/Hispanic Origin Asian Americans More Likely to Use E-Mail at Home for Education Table 4-8: Percentage of U.S. Persons E-Mail at Home: by Subject Matter and by Race/Hispanic Origin Asian Americans Less Concerned about Internet Confidentiality Figure 4-1: Percentage of U.S. Households "Very Concerned" or "Somewhat Concerned" about Internet Confidentiality: Asian American vs. Non-Hispanic White Asian Americans Are Most Experienced Internet Users Asian Americans Most Likely to Conduct Financial Transactions Online
Concentration of Asian American Population Eases Media Access Print Still Most Popular but Radio and TV Gain Ground Media Costs Remain Low Obstacles Remain for Advertisers Asian American Subgroups Differ in Response to Media Mainstream Media Neglect Asian American Community
National Cable Outlets Target Major Asian American Subgroups Local TV Stations Predominate in Major Markets International Channel Networks Asia-Based TV Programmers Eye U.S. Market Ethnic-American Broadcasting Company ITV Offers South Asian Programming
Asian American Radio Now Offers 24-Hour Coverage Radio Reflects Relative Importance of Local Asian American Population Segments New Asian American Radio Programming Proliferates at Grassroots Level Local Radio Stations Serve as Community Centers for Asian American Groups
Newspapers Are Popular Chinese American Print Media Expand Knight Ridder Launches Vietnamese Weekly Asian American Newspapers Turn toLos Angeles Timesto Strengthen Distribution in California Asian Americans Favor Certain Magazine Categories A. Magazine Succeeds with Young Asian Americans Zarposh InternationalCaptures Affluent South Asian Readers Filipinas Establishes Niche among Filipinos as General-Interest Magazine Giant Robot Speaks to Asian American Youth
AsianAvenue.com Expands Rapidly Some Internet Portals Target Asians and Asian Americans JADE Offers Online Content to Young Asian Women YolkTargets "GeneraAsian X" jun Launches Online Magazine
Asian Americans Offer Good Direct Mail Prospects Asian Consumer Lists Need Validation Bell Atlantic Uses Telemarketing American Express Telemarkets to Asian-Owned Businesses
Lack of Data Inhibits Targeted Marketing Asian American Personnel Are Critical to Marketing Strategy Loyalty Programs with Tangible Rewards Are Effective with Chinese and Korean American Customers Asian Americans Prefer Written Marketing Materials Event Marketing Is Important
Experts Emphasize In-Language Print and Electronic Media Basic In-Language Marketing Program Described Experts Advise on Language Choice Good Translations Are Not Always Easy Recent Asian Indian Immigrants Are Exception to Language Rule English-Language 800-Numbers May Not Succeed Citibank Outsources In-Language Customer Service Bilingual Staffing Helps Banks Get and Keep Asian American Customers Life Insurance Companies Recruit Bilingual Agents
Colors Can Have Different Meanings for Different Groups Wrong Numbers in Advertising Can Cause Trouble Retailers Set Back by Cultural Perceptions Sales Approach Should Acknowledge Cultural Differences Northwest Airlines Takes Asian Culture into Account Packaging Matters Asian Festivals Serve as Centerpiece for Marketing Programs
National Advertising Campaigns Still Limited Successful Advertisements Reflect Universal Asian American Values Ads Leverage Shared Asian Values Firms Target the Largest Asian Groups Ford Creates Advertising for Three Asian American Segments in California Internet Extends Reach of Advertisers within Asian American Community Multinationals May Use Ads Designed for Asia Some Firms Coordinate General-Market and Asian American Advertising Themes Hyundai Advertising Targets Recent Chinese Immigrants
Asian Americans Bell Atlantic Markets to Asian Americans in the Northeast Financial Services Firms Open Dedicated Branch Offices Some Banks Specialize in Asian American Market Bank of America Pursues Comprehensive Asian American Marketing Program California Bank & Trust Responds to Asian American Market Citibank Anchors Promotional Program with Premiums John Hancock Taps into Growth Market among Chinese Americans MetLife Strengthens In-Language Marketing Capability State Farm Teams withA. Magazine Local Auto Dealers Change with Their Communities Supermarkets Customize Products and Displays Supermarkets Find General-Market Profits in Asian American Products Cosmetics Companies Address Preferences of Asian Women Asian American Expo Offers Venue for Grassroots Marketing
Internet Portals View Chinese Americans as Part of Global Market Fannie Mae Markets Online
The Happiness and Prosperity of Children Honoring Traditions Celebrating Asian Festivals Quality and Price
AT&T Markets to Asian Americans
Western Union Serves the Asian American Community
Hollywood Park Casino Appeals to Young Asian Americans Northwest Airlines Cultivates Japanese American Business Travelers
Women Fast-Food Chains Use Subtitles to Reach Asian Americans Hennessy Ads Have Lunar New Year Theme
The Gas Company Relates to Chinese Americans California Sponsors Anti-Smoking Ads for Asian Americans Appendix I: Examples of Consumer AdvertisingThis appendix appears in bound editions only.
Market Research Companies/Marketing Consultants Asian American Publications Internet Sites Organizations AbstractThis report takes an in-depth look at Asian Americans, the fastest growing and most affluent ethnic segment in an increasingly diverse America. It includes a comprehensive analysis of key demographic features of Asian Americans, an assessment of the current size and projected growth of the market through 2004, and an analysis of shopping behavior and buying patterns. The report profiles the immigration patterns, geographic distribution, economic status, and social and cultural attributes of the main groups within the Asian American community. Discover why direct mail and telemarketing work well with Asian American households.Get full details about this report >> |
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