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Published by: Mintel International Group Ltd.
Published: Feb. 1, 2010 - 116 Pages
Table of Contents- SCOPE AND THEMES
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Asians embrace mobility
- Taking content to go
- PCs predominate
- Traditional media less appealing than digital?
- The web is a lifeline for Asians
- Highly educated shoppers
- Understanding the consumer
- COMMUNICATING ON THE GO
- Key points
- Cellphone ownership by Asians
- Figure 1: Cellphone ownership and spending on last cellphone bill, by race/Hispanic origin, July 2008-March 2009
- Figure 2: Cellphone ownership, Asians by key demographics, December 2009
- Cellphone activities by Asians - usage and interest
- Cellphone activities of Asians by age
- Figure 3: Cellphone activities, Asians by age, December 2009
- Figure 4: Cellphone activities not used but of interest, Asians by age, December 2009
- Cellphone activities of Asians by origin and language spoken
- Figure 5: Cellphone activities, Asians by U.S. or non-U.S. born, december 2009
- Figure 6: Cellphone activities, Asians by language spoken at home, december 2009
- ENTERTAINMENT AND CONTENT ON THE GO
- Key points
- Portable entertainment - ownership and planning ahead
- Portable entertainment ownership/interest by gender
- Figure 7: Portable entertainment devices owned, Asians by gender, December 2009
- Figure 8: Portable entertainment devices - interested in buying, Asians by gender, December 2009
- Portable entertainment ownership/interest by age
- Figure 9: Portable entertainment devices owned, Asians by age, December 2009
- Figure 10: Portable entertainment devices - interested in buying, Asians by age, December 2009
- Portable entertainment ownership/interest by household income
- Figure 11: Portable entertainment devices owned, Asians by household income, December 2009
- Figure 12: Portable entertainment devices - interested in buying, Asians by household income, December 2009
- Portable entertainment ownership/interest by U.S. born/non-U.S. born
- Figure 13: Portable entertainment devices owned, Asians by U.S. or non-U.S. born, December 2009
- Portable entertainment ownership/interest by language spoken at home
- Figure 14: Portable entertainment devices owned, Asians by language spoken at home, December 2009
- Figure 15: Portable entertainment devices - interested in buying, Asians by language spoken at home, December 2009
- Portable entertainment - MP3 players
- Overall MP3 player ownership by race/Hispanic origin
- Figure 16: MP3 ownership, intention to buy and average purchase price, by race/Hispanic origin and Asians by age and HH income, April 2008-June 2009
- MP3 player features used
- Figure 17: MP3 player features available, by race/Hispanic origin, April 2008-June 2009
- Figure 18: MP3 player features available, Asians by age, April 2008-June 2009
- Portable entertainment - gaming
- Asian gaming device usage, by gender
- Figure 19: Mobile gaming by Asians by device used, by gender, December 2009
- Asian gaming device usage, by age
- Figure 20: Mobile gaming by Asians by device used, by age, December 2009
- Asian gaming device usage, by U.S. or non-U.S. born
- Figure 21: Mobile gaming by Asians by device used, by U.S. or non-U.S. born, December 2009
- Asian gaming device usage, by language spoken at home
- Figure 22: Mobile gaming by Asians by device used, by language spoken at home, December 2009
- Cameras
- Ownership by Asians
- Figure 23: Still camera ownership and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
- Type of camera owned
- Figure 24: Digital camera ownership (point and shoot vs SLR) and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
- COMPUTING
- Key points
- Overall PC ownership by race/Hispanic origin
- Figure 25: PC ownership, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
- Figure 26: Number of PCs owned by household, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
- Expenditure on a personal computer by race/Hispanic origin
- Figure 27: Mean spending on last PC purchased, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
- Ownership and planning ahead for PCs and related products
- Ownership and planning ahead by gender
- Figure 28: PCs and related products owned, Asians by gender, December 2009
- Figure 29: PCs and related products - interested in buying, Asians by gender, December 2009
- Ownership and planning ahead by age
- Figure 30: PCs and related products owned, Asians by age, December 2009
- Figure 31: PCs and related products - interested in buying, Asians by age, December 2009
- Ownership and planning ahead by household income
- Figure 32: PCs and related products owned, Asians by household income, December 2009
- Figure 33: PCs and related products - interested in buying, Asians by household income, December 2009
- Ownership and planning ahead by U.S. or non-U.S. born
- Figure 34: PCs and related products owned, Asians by U.S. or non-U.S. born, December 2009
- Figure 35: PCs and related products interested in buying, Asians by U.S. or non-U.S. born, December 2009
- Ownership and planning ahead by language spoken at home
- Figure 36: PCs and related products owned, Asians by language spoken at home, December 2009
- Figure 37: PCs and related products - interested in buying, Asians by language spoken at home, December 2009
- Activities performed on PCs by Asians
- Figure 38: PC application usage, by race/Hispanic origin, November 2008-June 2009
- Figure 39: PC application usage by Asians, by age and income groups, November 2008-June 2009
- ENTERTAINMENT AT HOME
- Key points
- HOME ENTERTAINMENT
- Ownership and planning ahead
- Home entertainment ownership/interest by age
- Figure 40: Home entertainment devices owned by Asians, by age, December 2009
- Figure 41: Home entertainment devices - interested in buying, Asians by age, December 2009
- Home entertainment ownership by household income
- Figure 42: Home entertainment devices owned by Asians, by household income, December 2009
- Home entertainment ownership by language spoken at home
- Figure 43: Home entertainment devices owned by Asians, by language spoken at home, December 2009
- Videogame playing
- Men more likely gamers, except on social networking sites
- Figure 44: Ways that Asians play videogames, by gender, December 2009
- While youngest Asians are key, there are older gamers
- Figure 45: Ways that Asians play videogames, by age, December 2009
- Home communication services used
- More mobility in younger groups limiting services used
- Figure 46: Home communication services subscribed to by Asians, by age, December 2009
- Household income a major determinant of service usage
- Figure 47: Home communication services subscribed to by Asians, by household income, December 2009
- Communication service usage in the Asian household by U.S. or non-U.S. born
- Figure 48: Home communication services subscribed to by Asians, by U.S. or non-U.S. born, December 2009
- DVR usage and attitudes among Asians
- Women more likely to use DVRs to skip commercials
- Figure 49: Asian attitudes and behavior regarding DVR usage, by gender, December 2009
- THE WEB
- Key points
- Social networking
- Figure 50: Social networking, number of profiles owned and hours per week used, Asians by key demographics, December 2009
- Videos over the web
- Attitudes towards online video by age
- Figure 51: Asian attitudes towards online video, by age, December 2009
- ONLINE ACTIVITIES AND PURCHASES
- General online activities
- Age largely not a determinant for Asians’ online activity
- Figure 52: Online activities by Asians, by age, December 2009
- Language spoken at home impacts online activities
- Figure 53: Online activities by Asians, by language spoken at home, December 2009
- Online entertainment activities
- Asian online entertainment activities skew younger
- Figure 54: Online entertainment activities by Asians, by age, December 2009
- Asian online entertainment activities by language spoken at home
- Figure 55: Online activities by Asians, by language spoken at home, December 2009
- Online purchases by Asians - technology and entertainment products
- Technology and entertainment products are researched online but where is the purchase?
- Figure 56: Technology and entertainment products purchased online by Asians, by gender, December 2009
- Online technology and entertainment purchases are driven by lifestage
- Figure 57: Technology and entertainment products purchased online by Asians, by age, December 2009
- Lower household income means higher technology and entertainment purchases online
- Figure 58: Technology and entertainment products purchased online by Asians, by household income, December 2009
- Language, a determining factor in purchasing technology but not entertainment products online
- Figure 59: Technology and entertainment products purchased online by Asians, by language spoken at home, December 2009
- Online purchases by Asians - miscellaneous products
- Asian women dominate online purchase of miscellaneous products
- Figure 60: Miscellaneous products purchased online by Asians, by gender, December 2009
- Older Asians most likely to buy travel services online
- Figure 61: Miscellaneous products purchased online by Asians, by age, December 2009
- Less English spoken means less online purchasing
- Figure 62: Miscellaneous products purchased online by Asians, by language spoken at home, December 2009
- ATTITUDES TOWARDS TECHNOLOGY AND BUYING BEHAVIOR
- Key points
- General shopping behavior
- General shopping behavior by race/Hispanic origin
- Figure 63: General shopping behavior, by race/Hispanic origin, April 2008-June 2009
- Asians’ general shopping behavior by age and household income
- Figure 64: General shopping behavior, Asians by age, April 2008-June 2009
- Figure 65: General shopping behavior, Asians by household income, April 2008-June 2009
- Attitudes towards technology purchases
- Attitudes towards technology purchases by race/Hispanic origin
- Figure 66: Attitudes towards technology purchases, by race/Hispanic origin, April 2008-June 2009
- Asian attitudes towards technology purchases by age and household income
- Figure 67: Attitudes and behavior when shopping for technology/electronics, Asians by age, April 2008-June 2009
- Figure 68: Attitudes and behavior when shopping for technology/electronics, Asians by household income, April 2008-June 2009
- Frequency of shopping at home electronics stores
- Figure 69: Frequency of visits to home electronics stores during the past month, by race/Hispanic origin, April 2008-June 2009
- MARKETING AND ADVERTISEMENTS
- Key points
- EFFECTIVENESS OF ADVERTISEMENTS
- The Asian consumer mindset
- Figure 70: Impact of interactive advertising on Asians, by type of advertising, December 2009
- Asian males slightly more open to interactive ads
- Figure 71: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by gender, December 2009
- Oldest respondents least likely to respond to most of the types of ads
- Figure 72: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by age, December 2009
- TELEVISION
- Viewing preferences
- U.S. or non-U.S. born impacts TV preferences
- Figure 73: Television preferences, Asians, by U.S. or non-U.S. born, September 2009
- Younger Asians tuning into Asian TV
- Figure 74: Television language preferences, Asians, by age, September 2009
- Advertisements
- AT&T
- Figure 75: AT&T U-Verse ad, June 2009
- Hewlett-Packard
- Figure 76: HP Pavilion ad, March 2008
- MetroPCS
- Figure 77: MetroPCS ad, January 2010
- Sony
- Figure 78: Sony VAIO ad, November 2009
- DEMOGRAPHICS OF ASIAN AMERICANS
- Key points
- U.S. population diversity
- Figure 79: Population, by race/Hispanic origin, 1970-2020
- Figure 80: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
- Figure 81: Population, by race/Hispanic origin, 2004-14
- U.S. Asian population
- Asian population by age
- Figure 82: U.S. Asian population, by age, 2004-14
- Figure 83: U.S. population, by age, 2004-14
- Figure 84: Generations, by race/Hispanic origin, 2009
- Identifying Asian Americans
- U.S. Asian geographic concentration
- Figure 85: Asian geographic concentration, by region, 2008
- Figure 86: Top 10 states, by total Asian population and percentage of state total population, 2008
- Asian buying power by state
- Figure 87: Top 10 states, by Asian buying power, 2008
- Generational insights among Asian consumers
- THE ASIAN HOUSEHOLD
- Average household size
- Figure 88: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Average Asian household size by nationality/ancestral group
- Figure 89: Average Asian family and household size, by nationality/ancestral group, 2000
- Marital status of Asians
- Figure 90: Marital status of Asians, by age, 2008
- Figure 91: U.S. population marital status, by age, 2008
- Top ethnicities
- Figure 92: U.S. Asian population, by nationality/ancestral group, 2008
- Asian cities and metros
- Figure 93: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
- Figure 94: Percentage of Asian nationality/ancestral group, by city, 2000
- ASIAN AMERICANS AND EDUCATION
- Asians’ educational attainment
- Figure 95: Educational attainment of Asians, 2004
- Asians’ educational attainment by nationality
- Figure 96: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
- ASIAN AMERICAN EMPLOYMENT BY INDUSTRY
- Technology plays an important role in Asian employment
- Figure 97: Top 10 technology companies using H-1B Visas, 2000-09
- Figure 98: Employment by industry, by race/Hispanic origin, 2008
- ASIAN AMERICAN PURCHASING POWER
- Asian income and purchasing power
- Figure 99: Household income distribution for all households and Asian households, 2009
- Figure 100: Purchasing power, by race/Hispanic origin, 2008
- Household income by race/Hispanic origin
- Figure 101: Median household income, by race and Hispanic origin of householder, 2008
- Asian affluence, by nationality/ancestral group
- Figure 102: Median household income, by top 10 Asian nationality/ancestral groups, 2000
- ASIANS IN THIS NEW ECONOMY
- Figure 103: U.S. unemployment rates by race/Hispanic origin, August 2009-December 2009
- Asians’ attitudes towards their finances
- Figure 104: Perception of being better or worse off than a year ago - Asians, by household income, September 2009
- Financially solid by age
- Figure 105: Perception of being better or worse off than a year ago - Asians, by age, September 2009
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Cellphone activities of Asians by household income
- Figure 106: Cellphone activities used, Asians by household income, december 2009
- Figure 107: Cellphone activities, not used but of interest, Asians by household income, december 2009
- Asian gaming device usage, by household income
- Figure 108: Mobile gaming by Asians by device used, by household income, December 2009
- Home entertainment ownership/interest by gender
- Figure 109: Home entertainment devices owned by Asians, by gender, December 2009
- Home entertainment ownership by U.S. or non-U.S. born
- Figure 110: Home entertainment devices owned by Asians, by U.S. or non-U.S. born, December 2009
- Ways that Asians play videogames - by household income
- Figure 111: Ways that Asians play videogames, by household income, December 2009
- DVR usage and attitudes, by language spoken at home
- Figure 112: Asian attitudes and behavior regarding DVR usage, by language spoken at home, December 2009
- Miscellaneous product purchases, by household income
- Figure 113: Miscellaneous products purchased online by Asians, by household income, December 2009
- Miscellaneous product purchases, by U.S. or non-U.S. born
- Figure 114: Miscellaneous products purchased online by Asians, by U.S. or non-U.S. born, December 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractWhen advertising to specific ethnicities, marketers all too often fall back on quick cultural references, for example by featuring Asian celebrities, foods or cultural icons in advertising. (As one example, recall the large numbers of ads featuring tigers and dragons spotted during the Beijing Olympics.) However, given the high levels of diversity of the Asian audience, this form of marketing becomes quite tricky, as there are significant differences between Chinese, Indian and Filipino cultures, not least including language. These ads also bear the risk of coming across as condescending to more Americanized Asians who may be less connected with their native cultures.
Instead, a better approach is to leverage real insights about the unique ways in which Asians interact with technology and make buying decisions. For example, as has been consistently reinforced throughout Mintel’s survey research, Asians are cautious buyers who prefer to thoroughly research products, particularly when it comes to expensive or complex purchases. Accordingly, marketing approaches that meet this strong need for detailed information are most likely to be effective. Sites with detailed specifications and step-by-step demos would thus be an important tactic.
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