Special Ethnic Demographic Series: The U.S. Hispanic, African American and Asian American Markets

Abstract

Between 1990 and 2000 the Hispanic population grew more than four times as fast as the population as a whole (57.9% vs. 13.2%). Hispanic consumers are now driving forces in most of the largest markets in the country, including Los Angeles, New York City, Chicago, Miami, and all major metropolitan areas in the Southwest. Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. Growth rates of Hispanics in younger age groups are expected to be especially significant. Despite its importance, the Hispanic market is still underserved by many consumer-products companies and continues to offer significant opportunities for growth.

Discover how the growth patterns in the Hispanic population uncovered by Census 2000 are affecting the marketing strategies of businesses in both large and small markets throughout the United States. Learn about why marketers need to consider the diverse subgroups and subcultures within the Hispanic population. Find out how Hispanic families are narrowing the digital divide. Understand what Hispanic consumers look for when they decide to buy. Keep up with ongoing changes in Hispanic media.

The U.S. African American Market
January 2002

This new Packaged Facts report provides an up-to-date assessment of the African American consumer market, which includes more than 36.4 million Americans who identified as African Americans in Census 2000. The report uses Census 2000 data and a wide variety of other current research to analyze key demographic variables, such as income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the African American market, such as increasing income and educational attainment levels, are assessed. The report provides estimates of the current and projected buying power of African Americans and offers an analysis of the size of the market for key consumer products and services among African Americans. The report then analyzes the offline and online shopping behavior and buying patterns of African American consumers and provides a review of African American media, including television, radio, print, and online media. Marketing, promotional, and advertising strategies of major companies operating in the African American market are reviewed, and case studies of African American marketing strategies are presented. Appendices include resources that can be used by companies interested in the African American market and examples of advertisements targeting the market.

Census 2000 found that during the previous decade the number of African Americans grew six times as fast as the non-Hispanic white population. Even more significant, Census data show that the mean income of African American households grew 25.8% between 1990 and 2000, more than four times as fast as that of non-Hispanic white households. As a result, 3.7 million African American households have annual incomes of $50,000 or more. Moreover, there are 1.4 million upper-income African American households with an annual income of $75,000 or more. Growing numbers of these increasingly affluent African American families are living in the suburbs.

Tap into the growing buying power of affluent African American suburban families. Discover the potential in underserved market segments such as African American Baby Boomers. Get the latest research available about the online behavior of African Americans. Find out how media usage among African Americans differs from other market segments.

The U.S. Asian American Market
March 2002

This new Packaged Facts report provides a thorough analysis of the Asian American market; the most affluent of the population segments tracked by the U.S. Census Bureau. The report uses the latest data available from Census 2000 as well as data from 2001 Census surveys to compile a comprehensive demographic assessment of Asian Americans, including income levels, family structure, and employment patterns. Profiles are provided for the various national subgroups that comprise the Asian American population, including Asian Indians, Chinese, Vietnamese, Filipinos, Koreans, and Japanese. Key trends in the Asian American market are highlighted and estimates of the size and growth of the purchasing power of Asian Americans are provided. The report details the offline and online consumer behavior of Asian Americans and shows how cultural factors can affect their buying decisions. Asian American media are reviewed, marketing and advertising strategies employed in the Asian American market are analyzed, and case studies of companies targeting the Asian American market are presented. Appendices include information about resources available to companies interested in the Asian American market and examples of advertisements designed for Asian American consumers.

Between 1990 and 2000 the Asian American population increased nearly four times as fast as the U.S. population as a whole. Asian American households outpace all other population groups in relative spending power and have a more favorable economic profile than non-Hispanic white households. The $83,804 in average income enjoyed by Asian American married-couple households is 8% higher than that of non-Hispanic white households. Moreover, on average, Asian Americans working full-time earn more than their non-Hispanic white counterparts ($47,189 vs. $46,794).

Find out about the cultural factors that can drive the buying decisions of Asian Americans. Learn how companies active in the Asian American market reach out to various Asian American subgroups. Discover how the Internet enables marketers to target niche groups among Asian Americans, the most connected of all population groups in the United States.


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