Asians and Entertainment - US - July 2012

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2012 - 126 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Market factors
Figure 1: Asians’ average monthly household expenditure on entertainment, by household income, April 2012
Influencers when selecting an entertainment activity
Figure 2: Top five reasons that guide consumers in selecting events, by age, April 2012
Entertainment activities Asians engage in
Figure 3: Asians’ top five entertainment activities, by level of engagement, April 2012
Televised sports preferences of Asian adults
Figure 4: Top ten sports viewed on television in the last 12 months, by all respondents and Asian consumers,
April 2012
Movie preferences of Asian adults
Figure 5: Top ten types of films viewed at a movie theater in the last six months, by race/Hispanic origin,
October 2010-November 2011
Websites visited
Figure 6: Top ten websites visited each month by Asians, October 2010-November 2011
Games and toys
Figure 7: Top five games/toys purchased by Asians in the last 12 months, October 2010-November 2011
The consumer
U.S. Asian population
Figure 8: Population, by race/Hispanic origin, 2007-17
Asian household income
Figure 9: Household income distribution for all households and Asian households, 2010
What we think
ISSUES IN THE MARKET
Are Asians cost-conscious on entertainment or simply bargain seekers?
Can non-family friendly events be marketed to a family-focused consumer?
Are entertainment marketers properly targeting Asian women?
INSIGHTS AND OPPORTUNITIES
Asian actors could strengthen a struggling box office
Asian adults prefer some toys and games more than children
INSPIRE INSIGHTS
Trend: Immaterial World
Trend: Switch Off
THE ASIAN-AMERICAN ENTERTAINMENT CONSUMER
Key points
Household expenditure on entertainment
Affluence is a key factor in monthly entertainment spending
Figure 10: Asians’ monthly household expenditure on entertainment, by household income, April 2012
Household expenditure by types of entertainment activities
Cost does not greatly impact Asians’ entertainment choices
Figure 11: Asians’ monthly household expenditure on museums, arts, and musical entertainment,
by events and places, April 2012
Asians who spend heavily on entertainment attend film festivals
Figure 12: Asians’ monthly household expenditure on various forms of out-of-home entertainment,
by events and places, April 2012
Sporting events and book fairs are also well-attended by big entertainment spenders
Figure 13: Asians’ monthly household expenditure on literary, sporting, and charity events and other
forms of entertainment, by events and places, April 2012
Asians spend largely on culturally connected entertainment
Figure 14: Asian monthly household expenditure on live concerts and feature films, by events and places,
April 2012
Figure 15: Asians’ monthly household expenditure on culturally themed entertainment and charity events,
by events and places, April 2012
Reasons that guide entertainment selections
Figure 16: Factors that guide Asian consumers in selecting out-of-home events, by age, April 2012
Figure 17: Socioeconomic factors that guide Asian consumers in selecting events, by age, April 2012
Figure 18: Factors that guide Asian consumers in selecting various out-of-home events, by age, April 2012
Children greatly influence the entertainment choices of Asian parents
Figure 19: Likelihood of children’s influence on Asian consumers in selecting events, by gender, April 2012
Figure 20: importance of children’s influence on Asian consumers in selecting events, by gender, April 2012
ENTERTAINMENT ACTIVITIES
Key points
Preferred entertainment activities and consumption habits
Asian adults are discerning in their out-of-home entertainment decisions
Figure 21: Types and frequency of participation in various entertainment activities, April 2012
Books and films
Figure 22: Types and frequency of at-home forms of entertainment, by age, April 2012
Bars and nightclubs are frequented only occasionally
Figure 23: Likelihood of going to a bar/nightclub, by frequency, April 2012
Figure 24: Frequency of going to a bar/nightclub, by gender and age, April 2012
Fitness, shopping, and other leisure activities
Age and gender determine engagement levels in various activities
Figure 25: Types and frequency of participation in various out-of-home entertainment activities,
by gender and age, April 2012
Younger Asian men are avid movie goers
Figure 26: Types and frequency of participation in various social activities, by gender and age, April 2012
Sports
Asians are avid viewers of basketball, tennis and gymnastics
Figure 27: Frequency of sports viewed on television in the last 12 months, by race/Hispanic origin,
April 2012
Older Asian men are the most avid viewers of televised sports
Figure 28: Frequency of sports viewed on television in the last 12 months, by gender and age, April 2012
Asian men are more likely to take part in sports activities
Figure 29: Incidence of participating in sports activities, by gender and age, April 2012
Books and e-books
Asians are the second group of consumers to most likely purchase books
Figure 30: Likelihood of purchasing a book in the last 12 months, types of books, and source of books
purchased, by race/Hispanic origin, October 2010-November 2011
Asian women more likely to purchase books
Figure 31: Likelihood, incidence, and types of books purchased in the last 12 months, by gender,
October 2010-November 2011
Younger Asian more likely to purchase a book
Figure 32: Likelihood of purchasing a book in the last 12 months, by age, October 2010-November 2011
The impact of children on the purchase of books
Figure 33: Likelihood and format of book purchased in the last 12 months, by presence of children
in the home, October 2010-November 2011
Asian consumers are more likely to purchase e-books
Figure 34: E-book usage in the last 12 months and types of devices used, by race/Hispanic origin,
October 2010-November 2011
CULTURAL EVENTS, MUSEUMS AND MOVIES
Key points
Events of interest to Asians
Museums and theme parks are of high interest to Asian consumers
Figure 35: Types of events attended vs. planning to attend, April 2012
Younger women are more likely to visit museums
Figure 36: Types of events attended, by gender and age, April 2012
Younger Asian men plan to attend food and wine events
Figure 37: Types of events Asians plan to attend in the next three months, by gender and age, April 2012
Asians gravitate toward events and activities with an ethnic link
Almost a quarter of Asian consumers would like to see Asian-themed films
Figure 38: Types of Asian-themed events attended vs. planning to attend, April 2012
Older consumers are more likely to attend cultural events
Figure 39: Types of events attended by Asians in the last year, by gender and age, April 2012
Asian women plan on attending more cultural festivals
Figure 40: Types of events Asians plan to attend in the next year, by gender and age, April 2012
Movie attendance
Asians are the most likely to have attended the movies
Figure 41: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin,
October 2010-November 2011
Asian women more likely than men to have viewed a movie
Figure 42: Likelihood of going to movie theaters in the last six months, by gender,
October 2010-November 2011
Figure 43: Likelihood of going to movie theaters in the last six months, by presence of children
in the household, October 2010-November 2011
Figure 44: Incidence of going to movie theaters in the last 90 days, by race/Hispanic origin,
October 2010-November 2011
Children drive incidence of movie theater visits
Figure 45: Incidence of going to movie theaters in the last six months, by presence of children in household,
October 2010-November 2011
Figure 46: Types of films viewed at a movie theater in the last six months, by race/Hispanic origin,
October 2010-November 2011
Figure 47: Incidence of going to movie theaters in the last six months, by gender,
October 2010-November 2011
3-D movies are popular among Asian consumers
Figure 48: Incidence of attending a 3-D movie screening, by race and Hispanic origin,
October 2010-November 2011
Figure 49: Incidence of going to movie theaters in the last six months, by presence of children in household,
October 2010-November 2011
THE ASIAN-AMERICAN ONLINE ENTERTAINMENT CONSUMER
Key points
How Asians access the internet
Asians adults are most likely to use computers for internet access
Figure 50: Preferred device for accessing the internet, by race/Hispanic origin,
October 2010-November 2011
Figure 51: Preferred device for accessing the internet, by gender and age, October 2010-November 2011
Online activities of Asian consumers
Asian adults with internet access are information seekers
Figure 52: Monthly online activities, by race/Hispanic origin, October 2010-November 2011
Younger women are more likely to look for movie information online
Figure 53: Monthly online activities, by gender and age, October 2010-November 2011
Websites visited
Asians actively visit a wide variety of websites
Figure 54: Monthly website visits, by race/Hispanic origin, October 2010-November 2011
Figure 55: Websites visited by gender and age, October 2010-November 2011
Social media
Asians greatly differ from non-Asians in their social media engagement
Figure 56: Social sharing/networking websites, by race/Hispanic origin, October 2010-November 2011
Younger Asians are more likely to belong to a social networking site
Figure 57: Social sharing/networking websites, by gender and age, October 2010-November 2011
Figure 58: Media followed on social sharing/networking websites, by gender, October 2010-November 2011
SOURCES FOR EVENT INFORMATION
Key points
Sources of information for events
Recommendation from family and friends is top of mind
Figure 59: Various influences considered by Asians when selecting a restaurant, bar or nightclub,
by gender and age, April 2012
Print media, trusted peers guide Asian entertainment choices
Figure 60: Influences toward attendance and/or ticket purchases of entertainment events, April 2012
Older Asians turn to magazines and newspapers for information
Figure 61: Influences toward attendance and/or ticket purchases to entertainment events,
by age, April 2012
Print media is a main information source for family-friendly activities
Figure 62: Event selection, by motivational factors that guide consumers, April 2012
GAMES AND TOYS
Key points
Likelihood of purchasing games and toys
Asian consumers are not highly likely to purchase games and toys
Figure 63: Likelihood of purchasing games/toys and types purchased in the last 12 months,
by race/Hispanic origin, October 2010-November 2011
Asian households without children more likely to purchase video games
Figure 64: Likelihood of purchasing games/toys and types purchased in the last 12 months,
by presence of children in the household, October 2010-November 2011
MARKETING STRATEGIES
Key points
Language of advertising
Television
California’s Great America
Figure 65: California’s Great America Asian Fest Promotion, Tv Ad, May 2012
Starmedia Entertainment (Three’s Company tour)
Figure 66: Starmedia Entertainment, Three’s Company concert tour, TV ad, April 2012
Dish Network
Figure 67: Dish Network, Hindi Mega Pack, TV ad, June 2011
DirecTV
Figure 68: DirecTV, Chinese channel package, TV ad, June 2011
Verizon Wireless
Figure 69: Verizon Wireless, Droid smartphone, TV ad, June 2011
Online advertising
Attitudes toward online information sources
Figure 70: Incidence of media used when seeking information or purchase tickets to entertainment events,
by age, April 2012
Time Warner Cable
Figure 71: Time Warner Cable, Hindi package, online ad, June 2012
Cache Creek Casino Resort
Figure 72: Cache Creek Casino Resort, Summer of Luck promotion, online ad, June 2012
Entertainment websites
Saavn
MNet
U.S. ASIAN-AMERICAN POPULATION
Key points
Asian demographics
The Asian population is swiftly increasing
Figure 73: Population, by race/Hispanic origin, 1970-2020
Figure 74: Asian, Black, and Hispanic populations, 1970-2020
Figure 75: Population, by race/Hispanic origin, 2007-17
Figure 76: Population, by race/Hispanic origin, 2007-17
U.S. Asian population
Population by age
Figure 77: U.S. Asian population, by age, 2007-17
Figure 78: U.S. Population, by age, 2007-17
Population by generation
Figure 79: Generations, by race/Hispanic origin, 2011
U.S. Asian geographic concentration
Figure 80: Graph: Asian population, by region, 2010
Figure 81: Top 10 states, by total Asian population and percentage of state total population, 2010
Asian purchasing power
Figure 82: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 83: Purchasing power, by race/Hispanic origin, 1990-2015
Median household income
Figure 84: Median household income, by race and Hispanic origin of householder, 2010
Household income distribution
Figure 85: Household income distribution for all households and Asian households, 2010
Asian buying power in the top ten states
Figure 86: Top ten states, by Asian buying power, 2010
The Asian household
Figure 87: Average household size, by Hispanic origin/race of householder, 2001 and 2008
Figure 88: Households, by number of people in the household, by race/Hispanic origin of householder, 2011
Generational insights among Asian consumers
Presence of children in the home
Figure 89: Households with children by race and Hispanic origin of householder, 2011
Figure 90: Ages of children in the household, by race/Hispanic origin, 2011
Marital status of Asians
Figure 91: Marital status, by race/Hispanic origin, 2011
National origin of Asians
Figure 92: U.S. Asians by national origin, 2011
Languages spoken
Figure 93: U.S. Asian population aged 5 and older, by English proficiency, 2010
Figure 94: U.S. Asian population aged 5 and older, by language spoken in the home, 2010
Asian metros
Figure 95: Top ten metropolitan areas with the largest number of Asian residents, 2010
Figure 96: Asian population in selected metropolitan areas, by nationality/ancestry, 2010
Asians’ educational attainment
Figure 97: Educational attainment of Asians Aged 25 or older, by age, 2010
APPENDIX: OTHER USEFUL INFORMATION
Figure 98: Likelihood of reading/listening to e-books in the last 12 months, by gender,
October 2010-November 2011
Figure 99: Incidence of going to a movie theater in the last 90 days, by gender,
October 2010-November 2011
Figure 100: Type of social sharing/networking websites visited, by race/Hispanic origin,
October 2010-November 2011
Figure 101: Socioeconomic reasons that guide consumers in selecting events, by household size,
April 2012
Figure 102: Factors that guide consumers in selecting events, by influencer, April 2012
Figure 103: Influences that guide Asian consumers when seeking information or purchasing tickets to
entertainment events, by age, April 2012
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

The spending power of Asians is soaring, and is expected to climb from $543 billion in 2010 to $775 billion by 2015. Asians have much higher median household incomes, a result of higher than average educational attainment and a greater likelihood of employment in high-paying sectors. Asians also tend to be married, leading to combined salaries. Higher incomes allow for greater discretionary income and an increased ability to consume entertainment products and activities. U.S. Census Bureau data show the Asian population surpassing 17 million by 2017, reflecting a 28.3% increase from 2007. Understanding the growing economic power of Asian Americans and how they engage in different forms of entertainment will help marketers capture, maintain and expand their business among this increasingly important consumer group.

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