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Asian-American Market in the U.S. 4th edition

This new Packaged Facts report focuses on the consumer attitudes and spending patterns of Asian Americans, who continue to offer the most lucrative opportunities in the multicultural consumer market. Asian-American households represent 40% of all multicultural households with an income between $150,000 and $200,000, and they account for nearly half of those with an income of $200,000 or more. With buying power now approaching $600 billion, Asian-American households are more affluent than any other population group in the country, including non-Hispanic whites.

The first chapter of the report analyzes key trends shaping the Asian-American market and identifies opportunities created by Asian-American consumers. Using data from a just released 2008 survey conducted by New American Dimensions and interTrend Communications, the chapter highlights key characteristics of Asian-Indian consumers, the fastest-growing and most affluent Asian-American market segment.

The next chapters of the report assess the buying power of Asian Americans, provide an overview of demographic trends affecting the market, analyze the economic status of Asian Americans and discuss ongoing trends in language use and acculturation on the part of Asian Americans.

Another chapter provides comprehensive profiles of the largest subgroups of the Asian-American market—Asian Indians, Chinese, Filipinos, Vietnamese, Koreans and Japanese. The profiles provide in-depth data on topics important for marketers to understand about each of these Asian-American population segments. The profiles rank metropolitan areas in terms of the population of each subgroup and include data on language and acculturation, family structure, educational attainment and employment patterns.

The next section of the report provides a comprehensive overview of the attitudes and behavior of the Asian-American consumer. One chapter evaluates how Asian Americans manage their personal finances and their shopping and spending patterns. Another chapter offers an in-depth look at the involvement of Asian-American consumers with technology and the Internet. Another chapter analyzes key aspects of Asian-American consumer behavior across a variety of areas. One part of this chapter highlights the interest of Asian Americans in eating organic and natural foods. Other aspects of consumer behavior covered by the chapter include leisure and entertainment, fashion, car ownership and health and wellness. The report concludes with a chapter on the media usage habits of Asian Americans.

Research Methodology

The report is based on information collected directly from firms active in the Asian-American market as well as a comprehensive analysis of relevant industry and trade publications. Primary research sources include the Winter 2007/2008 National Consumer Survey of Simmons Market Research Bureau.

The report also includes data from "Asian Indians in the U.S.," September 2008, a study based upon an online survey of 458 first-generation Asian-Indian respondents conducted by Los Angeles, California-based New American Dimensions (NAD) and Long Beach, California-based interTrend Communications.

U.S. Government sources include the Census Bureau, Bureau of Labor Statistics (BLS) and Office of Immigration Statistics. Census Bureau data used in the report include population projections and data from the 2007 American Community Survey that were released in August 2008. The report also includes the latest available data on detailed demographic characteristics of Asian-American subgroups from the 2006 Community Survey.


  • Executive Summary
    • Background
      • Introduction
      • Overview of the Report
    • Scope and Methodology
      • Scope of the Market
      • Methodology
    • Trends and Opportunities
      • Asian Americans Help Fuel Coming Multicultural Majority
      • Marketers See Need to Capitalize on Asian-American Involvement with Alternative Media
      • New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment
      • Asian Americans Are Crown Jewel of the Multicultural Consumer Market
    • Market Overview
      • Asian-American Buying Power Totals $567 Billion
      • Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power
      • Los Angeles and New York Control 30% of Asian-American Income
      • Aggregate Consumer Expenditures of Asian Americans Total $230 Billion
    • The Asian-American Population Today
      • Asian-American Population Grew by 26% from 2000 to 2007
      • Census Bureau Tracks 17 Asian Subgroups
      • Asian Indians Experience Fastest Growth
      • Asian-American Population Highly Concentrated
      • Los Angeles and New York Have Most Asian-American Residents
      • Asian Americans Marry Later and Are More Likely to Stay Married
      • Asian Americans Most Likely to Be Part of Married-Couple Family
      • Filipinos and Vietnamese Have Largest Families
    • Economic Profile of Asian Americans
      • One in Five Asian Americans Has Graduate or Professional Degree
      • Management and Professional Jobs Predominate
      • Asian-American Households Have Highest Income
      • More than 40% of Asian Households Have Income of $75,000 or More
      • Asian-American Families Especially Affluent
      • Both Asian-American Men and Women Earn More than the Average Worker
      • Asian Indians Earn the Most
      • Homeownership Less Common
      • Asian-Owned Homes Have Exceptionally High Value
    • Acculturation Trends
      • Immigration Continues to Drive Asian-American Population Growth
      • Most Asian Americans Foreign-Born, Most Hispanics Native Born
      • Korean and Japanese Americans Most Likely to Be Foreign-Born
      • Asian-Indian Population Has Highest Proportion of Recent Immigrants
      • Vietnamese Most Likely to Be U.S. Citizens
      • Path to Citizenship Varies for Asians and Hispanics
      • More English-Speakers among Asians than Hispanics
      • Fluent English-Speakers Vary by Subgroup
      • English Fluency Varies across Metro Markets
    • Profiles of National and Ethnic Groups
      • Asian Indians
      • Chinese
      • Filipinos
      • Vietnamese
      • Koreans
      • Japanese
    • Overview of the Asian-American Consumer
      • Asian-American Shoppers Prefer Credit Cards to Cash
      • More Asian Americans Have Investments
      • More Asian Americans Turn to the Internet for Financial Information
      • Asian Americans Love to Shop
      • Less Willing to Shop at New Stores
      • Asian Indians Willing to Pay More for Brands They Trust
      • Asian-American Shoppers Want Best Price for Luxury Items
      • Asian-American Shoppers Hunt for Bargains
      • Asian Americans More Positive toward Environmentally Friendly Products
      • Asian-American Men Shop the Most on the Web
      • Amazon.com Draws More Asian-American Shoppers
      • Asian Americans Big Spenders on Internet
      • Profile of Asian-American Consumer Units Differs
      • Asian-American Consumer Units Above-Average Spenders
    • Asian Americans and Technology
      • Computers Nearly Universal in Asian-American Homes
      • Heavy Computer Use Part of Lifestyle of Asian Americans
      • Internet an Integral Part of Asian-American Home Life
      • Asian Americans Go Online More Often
      • Instant Messaging More Popular among Asian Americans
      • YouTube Ranks High in Popularity
      • Cellphones More Popular
      • Cellphone Bills Higher
      • More Asian Americans Have Internet Phone Service
    • Highlights of Consumer Behavior
      • Asian Americans Seek Out Organic and Natural Foods
      • Healthy Eating Important to Asian Americans
      • More Asian Americans Are Vegetarians
      • Urban Cultural Destinations Preferred by Asian Americans
      • Asian Americans More Involved in Physical Fitness Programs
      • Foreign Travel More Routine
      • Asian Americans Depend More on Travel Agents
      • Cars Tied to Self-Image
      • Asian Americans Buy New Cars
      • Foreign Cars Much More Popular
      • Designer Clothes Important to Self-Image
      • Asian Americans Love to Shop for Clothes
      • Most Expensive Medicines Seen as Best Medicines
      • Pharmaceutical Ads Work with Asian Americans
      • Alternative Medicine Popular
    • Media Usage
      • Asian Americans Turn to Weekly Newsmagazines
      • Internet Changes Media Consumption Habits
      • Asian Americans Primed for Small-Screen Media
      • Asian Indians Take to Online Media
      • Information Content of Ads Valued
      • Asian Americans Try to Avoid TV Commercials
      • Asian-American Readers Like Magazine Ads
      • Product Placement Works with Asian Americans
      • Asian Americans Pay Attention to Out-of-Home Ads
  • Overview
    • Trends and Opportunities
    • Strategic Trends
      • Asian Americans Help Fuel Coming Multicultural Majority
        • Table Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2050 (in thousands)
        • Table Projected Changes in U.S. Population by Race and Hispanic Origin 2010-2050, Asian Americans vs. Others as Percent of Total Population
      • "Model Minority" Stereotype Questioned
    • Marketing Trends
      • Primary Research Pitfalls Noted
      • Marketers See Need to Capitalize on Asian-American Involvement with Digital Media
      • Traditional Asian-Language Media Remain Important
      • New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment
      • More Companies Target Asian-Indian Consumers
      • Honda Uses Culturally Relevant Messages to Appeal to Asian Americans
      • Marketers Celebrate Asian-American Culture and Heritage
      • Marketers Seek to Serve Asian-American Communities
      • Nick Jr. Launches Animated Series Featuring Chinese Language and Culture
    • Market Opportunities
      • Asian Americans Are Crown Jewel of the Multicultural Consumer Market
        • Table Number of Households with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2006 (in thousands)
        • Table Multicultural Households with Incomes of $100,000 or More, 2006
      • Asian-American Consumers Offer Significant Opportunities
      • Opportunities Come from Asians Going Green
        • Table Selected Opportunities Related to Asian Americans Going Green
      • Asian-American Affluence Offers Opportunities for Financial Services Firms
        • Table Selected Opportunities Related to Use of Financial Services by Asian Americans
      • Asian Americans Profitable Segment for Online Marketers
        • Table Selected Opportunities Related to Online Shopping by Asian Americans
      • Asian Americans Spend Big on Travel and Telecommunications
        • Table Selected Opportunities Related to Asian-American Travelers
        • Table Selected Opportunities Related to Use of Telecommunications by Asian Americans
      • Asian Americans Key Segment for Foreign Automakers
        • Table Selected Opportunities Related to Ownership of Foreign Automotive Vehicles by Asian Americans
      • Computer Industry Benefits from Tech-Driven Asian Americans
        • Table Selected Opportunities Related to Purchase of Computers by Asian Americans
      • Nordstrom Takes Advantage of Asian-American Market
        • Table Selected Opportunities Related to Stores Selected by Asian-American Shoppers
  • Market Overview
    • Asian-American Buying Power
      • How Packaged Facts Measures the Size of the Asian-American Market
      • Asian-American Buying Power Totals $567 Billion
      • Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power
        • Table Asian-American Buying Power by Population Segment, 2008
      • Asian-American Buying Power Will Reach $750 Billion in 2013
        • Table Projected Growth in Asian-American Buying Power, 2008-2013
    • Most Lucrative Asian-American Metro Markets
      • Los Angeles and New York Control 30% of Asian-American Income
        • Table Top 25 Asian-American Markets Ranked by Aggregate Income, 2007
      • Washington-Baltimore and San Jose-San Francisco Metro Areas Have Highest Per Capita Asian-American Income
        • Table Top 25 Asian-American Markets Ranked by Per Capita Income, 2007
      • Per Capita Income in Metro Markets Tied to Composition of Asian Population
    • Aggregate Spending by Asian-American Consumers
      • Aggregate Consumer Expenditures Offer Another Measure of Asian-American Consumer Clout
      • Aggregate Consumer Expenditures of Asian Americans Total $230 Billion
      • Asian-American Consumers Important to a Wide Range of Industries
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Food and Beverages (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Household Furnishings and Equipment (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Apparel and Services (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Vehicle Purchases and Related Expenses (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Entertainment (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Personal-Care Products and Services, Reading Materials and Education (in million $)
        • Table Aggregate Annual Expenditures by Asian-American Consumer Units for Health Care (in million $)
  • Demographic Profile of the Asian-American Population
    • The Asian-American Population Today
    • Population Growth Trends
      • Asian-American Population Grew by 26% from 2000 to 2007
        • Table Population Growth, Asian Americans vs. Other Population Segments, 2000-2007 (in thousands)
        • Table U.S. Population by Race and Hispanic Origin, 2007 (in thousands)
      • Rapid Growth Expected to Continue
        • Table Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2015 (in thousands)
    • Ethnic and National Groups in the Asian Population
      • Census Bureau Tracks 17 Asian Subgroups
        • Table Asian-American Population by Major Subgroup, 2006
        • Table Detailed Description of Segments Included in "Other" Asians, 2006
      • Asian Indians Experience Fastest Growth
        • Table Population Growth Rates of Asian Subgroups, 2000 vs. 2006
    • Where Asian Americans Live
      • Asian-American Population Highly Concentrated
        • Table States with Largest Asian Populations, 2007 (in thousands)
      • One in Eight Californians Is an Asian American
        • Table States with Largest Percentage of Asian Americans, 2007
        • Table Counties with Highest Percentage of Asians, 2007
      • Los Angeles and New York Have Most Asian-American Residents
        • Table Metro Areas Ranked by Number of Asian Americans, 2007 (in thousands)
      • Ethnic Composition of Asian-American Population Varies Widely across Metro Areas
        • Table Top 15 Asian-American Markets by Top 3 Asian Subgroups, 2006
    • Age and Gender
      • Asian Indians Are Youngest Asian Americans
        • Table Population by Selected Age Group, Asians vs. Other Population Groups, 2007
        • Table Population of Asian Subgroups by Selected Age Groups, 2006
      • Asian-American Population Has Higher Percentage of Women
        • Table Population by Gender, Asians vs. Other Population Groups, 2007
    • Marriage and Family
      • Asian Americans Marry Later and Are More Likely to Stay Married
        • Table Median Age at First Marriage, Asian Americans vs. Others by Gender, 2006
        • Table Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2007
        • Table Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2007
        • Table Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2007
      • Asian Indians Most Likely to Be Married
        • Table Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2006 (in thousands)
      • Asian Americans Most Likely to Be Part of Married-Couple Family
        • Table Household Profile, Asian Americans vs. Others, 2006
      • Household Structure Varies across Asian-American Ethnic and National Groups
        • Table Profile of Asian-American Households by Subgroup, 2006
      • Filipinos and Vietnamese Have Largest Families
        • Table Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2006
  • Economic Profile of Asian Americans
    • Educational Attainment
      • Asian Americans Play Prominent Role on America's College Campuses
        • Table Percent of 18-to 34-Year-Olds Enrolled in College or Graduate School, Asian Americans vs. Others by Age Group, 2006
      • One in Five Asian Americans Has Graduate or Professional Degree
        • Table Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2006
        • Table Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others by Gender, 2006
      • Asian Indians Best Educated
        • Table Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2006
        • Table Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2006
    • Employment Patterns
      • Management and Professional Jobs Predominate
        • Table Occupations of Men 16 Years Old and Over, Asian Americans vs. Others, 2006
        • Table Occupations of Women 16 Years Old and Over, Asian Americans vs. Others, 2006
      • Vietnamese and Filipinos Least Likely to Work as Managers and Professionals
        • Table Occupations of Male Asian Americans 16 Years Old and Over by Subgroup, 2006
        • Table Occupations of Female Asian Americans 16 Years Old and Over by Subgroup, 2006
      • Entrepreneurial Drive Important Component of Asian-American Economic Profile
        • Table Percent of Adults Who Would Like to Set Up their Own Business, Asian-Americans vs. Others by Gender
        • Table Percent Self-Employed in Unincorporated Business by Asian Subgroup
    • Income Levels
      • Asian-American Households Have Highest Income
        • Table Per Capita Income, Asian Americans vs. Others, 2007
        • Table Per Capita Income, Asian Americans by Subgroup, 2006`
        • Table Household and Family Income Levels, Asian Americans vs. Others, 2007
        • Table Household and Family Income Levels, Asian Americans by Subgroup, 2006
      • More than 40% of Asian Households Have Income of $75,000 or More
        • Table Distribution of Household Income, Asian Americans vs. Others, 2007
      • Asian-American Families Especially Affluent
        • Table Distribution of Family Income, Asian Americans vs. Others, 2007
      • Both Asian-American Men and Women Earn More than the Average Worker
        • Table Distribution of Earnings of Full-Time, Year-Round Male Workers, Asian Americans vs. Others, 2007
        • Table Distribution of Earnings of Full-Time, Year-Round Female Workers, Asian Americans vs. Others, 2007
      • Asian Indians Earn the Most
        • Table Mean Earnings of Full-Time, Year-Round Male and Female Workers, Asian Americans by Subgroup, 2006
    • Homeownership
      • Homeownership Less Common
        • Table Percent Owner-Occupied Housing Units, Asian Americans by Subgroup vs. Others, 2006
      • Asian-Owned Homes Have Exceptionally High Value
        • Table Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2006
        • Table Estimated Market Value of Owned Home, Asian American vs. Other Consumer Units
        • Table Average Annual Expenditures for Housing and Related Expenses by Homeowners with Mortgages, Asian Americans vs. Others
  • Acculturation Trends
    • The Impact of Immigration
      • Asian-American Population Profoundly Affected by Exclusionary Immigration Laws
      • Large-Scale Asian Immigration a Recent Phenomenon
      • Immigration Continues to Drive Asian-American Population Growth
        • Table Components of Population Increase April 1, 2000-July 1, 2007, Asian Americans vs. Others (in thousands)
        • Table Number of Asians Obtaining Legal Permanent Resident Status, 1998-2007
      • Most Asian Americans Foreign-Born, Most Hispanics Native Born
        • Table Percent of Population Foreign-Born by Year of Entry of Foreign-Born, Asians vs. Hispanics, 2006 (in thousands)
      • Young Asian-American Immigrants Important Segment
        • Table Percent Foreign-Born, Asians vs. Hispanics by Age Group (in thousands)
      • Korean and Japanese Americans Most Likely to Be Foreign-Born
        • Table Percent of Asian-American Population Foreign-Born by Segment, 2006
      • Asian-Indian Population Has Highest Proportion of Recent Immigrants
        • Table Percent of Asian-American Population Foreign-Born by Subgroup and Year of Entry, 2006
      • Vietnamese Most Likely to Be U.S. Citizens
        • Table Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2006
      • Path to Citizenship Varies for Asians and Hispanics
        • Table Percent of Asian vs. Hispanic Population Foreign-Born, 2006
    • Use of the English Language
      • More English-Speakers among Asians than Hispanics
        • Table Number and Percent of People 5 Years Old and Over Proficient in English Language, Asians vs. Hispanics, 2006 (in thousands)
      • Fluent English-Speakers Vary by Subgroup
        • Table Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2006 (in thousands)
      • English Fluency Varies across Metro Markets
        • Table Top Asian-American Markets Ranked by English-Language Proficiency of Asians Five Years Old and Over, 2006 (in thousands)
    • Social Values
      • Mainstream Religion Less of a Force
        • Table Religious Preferences, Asian Americans vs. Others
        • Table Social Values, Asian Americans vs. Others by Gender
      • Asian Americans Less Active Politically
        • Table Political Profile, Asian Americans vs. Others
      • Asian Americans More Concerned about the Environment
        • Table Attitudes toward Environmental Issues, Asian Americans vs. Others by Gender
      • Traditional Views of Gender Prevail
        • Table Attitudes toward Gender Roles, Asian Americans vs. Others by Gender
      • Material Success Valued
        • Table Attitudes toward Money and Work, Asian Americans vs. Others by Gender
      • Status Important
        • Table Measures of Status, Asian Americans vs. Others by Gender
      • Sense of Fatalism Endures
        • Table Fatalism and Optimism, Asian Americans vs. Other Americans by Gender
      • Asian Americans Have International Orientation
        • Table Attitudes toward Other Cultures, Asian Americans vs. Other Americans by Gender
      • Asian Indians Place Highest Importance on Maintaining Family Ties
        • Table Importance of Family to Asian Indians
        • Table Importance of Maintaining Indian Language/Traditions/Connections
  • Profiles of National and Ethnic Groups
    • Asian Indians
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Asian-Indian Population
        • Table Profile of the Asian-Indian Segment of the Asian-American Market
    • Chinese
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Chinese Population
        • Table Profile of the Chinese Segment of the Asian-American Market
    • Filipinos
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Filipino Population
        • Table Profile of the Filipino Segment of the Asian-American Market
    • Vietnamese
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Vietnamese Population
        • Table Profile of the Vietnamese Segment of the Asian-American Market
    • Koreans
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Korean Population
        • Table Profile of the Korean Segment of the Asian-American Market
    • Japanese
      • Population Profile
      • Language and Acculturation
      • Marriage Patterns and Family Structure
      • Education and Employment
      • Economic Profile
        • Table Metro Areas Ranked by Size of Japanese Population
        • Table Profile of the Japanese Segment of the Asian-American Market
  • The Asian-American Consumer
    • Overview of the Asian-American Consumer
    • Managing Personal Finances
      • Asian Americans Careful with Money
        • Table Attitudes toward Spending, Saving and Investing, Asian Americans vs. Others by Gender
      • Asian Indians Strive for Financial Independence in Retirement
        • Table Financial Goals and Attitudes toward Economic Status of Asian Indians
      • Financial Services Ads Pique Asian-American Interest
        • Table Attitudes toward Financial Services, Asian Americans vs. Others by Gender
      • Asian-American Shoppers Prefer Credit Cards to Cash
        • Table Attitudes toward Paying with Cash, Asian Americans vs. Others by Gender
        • Table Ownership and Use of Credit Cards by Type and Brand of Credit Card, Asian Americans vs. Others
      • Asian Americans More Likely to Pay Entire Card Balance
        • Table Percent of Cardholders Usually Paying Entire Balance, Asian Americans vs. Others
      • ATM/Debit Cards Also Popular
        • Table Use of ATM/Debit Cards, Asian Americans vs. Others
      • More Asian Americans Buy CDs to Save
        • Table Type of Bank Accounts Currently Have, Asian Americans vs. Others
      • More Asian Americans Have Investments
        • Table Types of Investments Owned, Asian Americans vs. Others
      • More Asian Americans Turn to the Internet for Financial Information
        • Table Percent Using the Internet to Obtain Financial Information/Stock Trading, Asian Americans vs. Others
      • Asian Americans Less Likely to Have Life Insurance
        • Table Types of Insurance Currently Have, Asian Americans vs. Others
      • Asian Americans Major Users of Money Transfer Services
        • Table Percent Sending Money Outside the United States in Last 12 Months, Asian Americans vs. Others
    • Shopping Behavior
      • Asian Americans Love to Shop
        • Table Attitudes toward Shopping, Asian Americans vs. Others by Gender
      • Asian Americans Shop with Family and Friends
        • Table Shopping as a Social Event, Asian Americans vs. Others by Gender
      • Less Willing to Shop at New Stores
        • Table Store Selection, Asian Americans vs. Others by Gender
      • Specialty Stores Draw Asian-American Shoppers
        • Table Attitudes toward Shopping at Specialty Stores, Asian Americans vs. Others by Gender
      • Asian Americans Are Careful Shoppers
        • Table Shopping Behavior, Asian Americans vs. Others by Gender
      • Brand Awareness Strong
        • Table Brand Awareness, Asian Americans vs. Others by Gender
      • Asian Indians Willing to Pay More for Brands They Trust
        • Table Product/Brand Selection Criteria of Asian Indians
      • Asian-American Shoppers Want Best Price for Luxury Items
        • Table Shopping for Luxury Items, Asian American vs. Others by Gender
      • Asian-American Shoppers Hunt for Bargains
        • Table Attitudes toward Sales or Bargains, Asian Americans vs. Others by Gender
      • Rebates Most Popular Form of Incentive Offer
        • Table Use of Incentive Offers, Asian Americans vs. Others
        • Table Use of Cents-Off Coupons, Asian Americans vs. Others
      • Asian Americans Frequent Mall Visitors
        • Table Frequency of Shopping at Malls, Asian Americans vs. Others
      • Convenience Stores Less Popular
        • Table Percent Shopping at a Convenience Store in Last 4 Weeks, Asian Americans vs. Others by Gender
      • Home Electronics Stores Top Shopping Destination for Asian Americans
        • Table Shopping at Home Electronics Stores, Asian Americans vs. Others
      • Home Furnishing Stores Also Popular
        • Table Shopping at Home Furnishing/Houseware and Home Improvement Stores, Asian Americans vs. Others
      • Department Store Favorites Differ
        • Table Department/Discount Stores Shopped in Last 3 Months, Asian Americans vs. Others
      • Asian Americans More Positive toward Environmentally Friendly Products
        • Table Attitudes toward Eco-Friendly Products, Asian Americans vs. Others by Gender
    • Asian Americans and Online Shopping
      • Internet Has Major Impact on Asian-American Shoppers
        • Table Impact of the Internet on Shopping Behavior, Asian Americans vs. Others by Gender
      • Asian-American Men Shop the Most on the Web
        • Table Use of the Internet for Shopping, Asian Americans vs. Others by Gender
      • Amazon.com Draws More Asian-American Shoppers
        • Table Online Shopping Behavior, Asian Americans vs. Others
      • Asian Americans Big Spenders on Internet
        • Table Percent Spending $1,000 or More on the Internet in Last 12 Months, Asian Americans vs. Others
    • Spending Patterns of Asian-American Consumer Units
      • Asian-American Consumer Units Analyzed
      • Profile of Asian-American Consumer Units Differs
        • Table Characteristics of Consumer Units, Asian-American Consumer Units vs. All Consumer Units
      • Asian-American Consumer Units Above-Average Spenders
        • Table Expenditures of Asian-American Consumer Units as Percent of After-Tax Income
      • Clear Differences in Asian-American Expenditure Patterns
        • Table Consumer Expenditures Categories for Which Asian Americans Spend More than All Consumer Units
        • Table Consumer Expenditures Categories for Which Asian Americans Spend less than All Consumer Units
  • Asian Americans and Technology
    • Attitudes toward Technology and Consumer Electronics
      • Technology Plays Central Role
        • Table Attitudes toward Technology, Asian Americans vs. Others by Gender
        • Table Percent Owning Personal Digital Assistant (PDA), Asian Americans vs. Others
        • Table Percent Owning MP3 Player, Asian Americans vs. Others
      • Word of Mouth Key Factor in Consumer Electronics Buying Decisions
        • Table Factors in Decision to Buy Consumer Electronics, Asian Americans vs. Others by Gender
    • Asian Americans and Home Computers
      • Computers Nearly Universal in Asian-American Homes
        • Table Ownership of Home Computers, Asian Americans vs. Others
      • More Asian-American Homes Have Computer Networks
        • Table Percent of Households with Home Computer Network, Asian Americans vs. Others by Gender
      • Heavy Computer Use Part of Lifestyle of Asian Americans
        • Table Average Number of Hours per Week Using Home Computer, Asian Americans vs. Others
      • Asian Americans Own More Computer Hardware and Software
        • Table Household Ownership of Computer Peripherals and Accessories, Asian Americans vs. Others
        • Table Types of Software Owned, Asian Americans vs. Others
      • Asian Indians Own Wide Array of Consumer Electronics Devices
        • Table Ownership of Electronic Media/Entertainment/Communication Devices by Asian Indians
    • Asian Americans and the Internet
      • Internet an Integral Part of Asian-American Home Life
        • Table Use of the Internet, Asian Americans vs. Others by Gender
      • Asian Americans Go Online More Often
        • Table Percent Using the Internet at Home 25 Times or More in Last 7 Days, Asian Americans vs. Others by Gender
      • Internet Changes Lives of Many Asian Americans
        • Table Impact of the Internet on Lifestyle, Asian Americans vs. Others by Gender
      • Instant Messaging More Popular among Asian Americans
        • Table Online Activities in Last 30 Days, Asian Americans vs. Others
      • YouTube Ranks High in Popularity
        • Table Websites Visited in Last 30 Days, Asian Americans vs. Others
    • Telecommunications
      • Cellphones More Popular
        • Table Ownership of Cellphones, Asian Americans vs. Others
      • Asian Americans Subscribe to More Cellphone Services
        • Table Additional Cellphone Services, Asian Americans vs. Others
      • Cellphone Bills Higher
        • Table Amount of Cellphone Bill Last Month, Asian Americans vs. Others
      • More Asian Americans Have Internet Phone Service
        • Table Percent with Internet Phone Service, Asian Americans vs. Others
      • International Calls More Common
        • Table Long Distance Telephone and Credit Card Use, Asian Americans vs. Others
  • Highlights of Consumer Behavior
    • Eating at Home
      • Asian Americans Seek Out Organic and Natural Foods
        • Table Attitudes toward Buying Organic/Natural Food, Asian Americans vs. Others by Gender
      • Healthy Eating Important to Asian Americans
        • Table Attitudes toward Healthy Eating, Asian Americans vs. Others by Gender
      • More Asian Americans Are Vegetarians
        • Table Percent Who Are Vegetarians, Asian Americans vs. Others
      • Asian Americans Count Calories
        • Table Attitudes toward Counting Calories, Asian Americans vs. Others by Gender
      • Asian Americans Willing to Experiment with New Food
        • Table Attitudes toward Trying Out New Food Products, Asian Americans vs. Others by Gender
      • Gourmet Meals Valued
        • Table Attitudes toward Food Styles, Asian Americans vs. Others by Gender
        • Table Attitudes toward Eating Prepared Meals, Asian Americans vs. Others by Gender
      • Kitchen the Focus of Asian-American Homes
        • Table Attitudes toward Cooking, Asian Americans vs. Others by Gender
        • Table Percent Who Like to Cook for Fun, Asian Americans vs. Others by Gender
    • Leisure and Entertainment Choices
      • Urban Cultural Destinations Preferred by Asian Americans
        • Table Participation in Leisure Activity/Hobby in Last 12 Months, Asian Americans vs. Others
      • Asian Americans More Involved in Physical Fitness Programs
        • Table Participation in Physical Fitness Programs, Asian Americans vs. Others
      • Photography Major Leisure-Time Activity
        • Table Ownership of Cameras, Asian Americans vs. Others
      • Movies Popular with Asian Americans
        • Table Movie Attendance, Asian Americans vs. Others
      • Fast Food and Family Restaurants Part of Asian-American Lifestyle
        • Table Average Amount Spent Annually on Food Away from Home, Asian-Americans vs. Other Consumer Units
        • Table Use of Fast-Food and Family Restaurants, Asian Americans vs. Others by Gender
    • The Asian-American Traveler
      • Asian Americans Prefer Foreign Travel
        • Table Attitudes toward Travel, Asian Americans vs. Others by Gender
      • Foreign Travel More Routine
        • Table Profile of Foreign Travel in Last 3 Years, Asian Americans vs. Others
      • Asian Americans Spend More When Traveling Domestically
        • Table Profile of Domestic Travel in Last 12 Months, Asian Americans vs. Others
      • Frequent Flier Programs More Popular
        • Table Percent Enrolled in Frequent Flier Programs, Asian Americans vs. Others
      • Asian Americans Depend More on Travel Agents
        • Table Percent Using Travel Agent Services, Asian Americans vs. Others
    • The Asian-American Car Owner
      • Cars Tied to Self-Image
        • Table Cars and Self Image, Asian Americans vs. Others by Gender
      • Asian Americans Buy New Cars
        • Table Attitudes toward Buying New Cars, Asian Americans vs. Others by Gender
      • Luxury Counts When Asian Americans Buy a New Car
        • Table Reasons for Buying a Car, Asian Americans vs. Others by Gender
      • Foreign Cars Much More Popular
        • Table Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs. Others by Gender
      • Multiple Cars More Common in Garages of Asian Americans
        • Table Vehicle Ownership Patterns, Asian Americans vs. Others
        • Table Type of Vehicle Most Recently Acquired, Asian Americans vs. Others
    • Fashion and the Asian-American Consumer
      • Asian-American Men More Fashion Conscious
        • Table Percent Who Like to Keep Up with the Latest Fashions, Asian Americans vs. Others by Gender
      • Designer Clothes Important to Self-Image
        • Table Clothes and Image, Asian Americans vs. Others by Gender
      • Asian Americans Love to Shop for Clothes
        • Table Attitudes toward Buying Clothes, Asian Americans vs. Others by Gender
      • New Styles Capture Attention of Asian-American Shoppers
        • Table Attitudes toward Apparel Styles, Asian Americans vs. Others by Gender
      • Brand Names Attract Asian-American Consumers
        • Table Attitudes toward Clothing Brands, Asian Americans vs. Others by Gender
      • Asian-American Women Favor Dresses and Skirts
        • Table Clothing Items and Accessories Purchased in Last 12 Months, Asian-American Women vs. Other Women
      • Asian-American Men Use More Personal-Care Products
        • Table Use of Personal-Care Products, Asian-American Men vs. Other Men
      • Asian-American Women Less Likely to Use Cosmetics
        • Table Use of Personal-Care Products, Asian-American Women vs. Other Women
    • Health Management
      • Asian Americans Share Many Common Attitudes toward Health
        • Table Managing Personal Health, Asian Americans vs. Others by Gender
      • Most Expensive Medicines Seen as Best Medicines
        • Table Perceived Relationship between Cost and Efficacy of Medication, Asian Americans vs. Others by Gender
      • Pharmaceutical Ads Work with Asian Americans
        • Table Impact of Pharmaceutical Advertising, Asian Americans vs. Others by Gender
      • Asian Americans Are High-Information Patients
        • Table Gathering Health Information, Asian Americans vs. Others by Gender
      • High Degree of Trust in Physicians' Drug Recommendations
        • Table Degree of Trust in Physicians, Asian Americans vs. Others by Gender
      • Alternative Medicine Popular
        • Table Attitudes toward Alternative Medicine, Asian Americans vs. Others
      • Vitamins Part of Health Regimen
        • Table Attitudes toward Vitamins, Asian Americans vs. Others by Gender
  • Media Usage
    • Print Media
      • Daily Newspapers Get Less Attention from Asian Americans
        • Table Percent Reading Daily Newspaper, Asian Americans vs. Others by Gender
        • Table Attitudes toward Newspapers, Asian Americans vs. Others
      • Magazines Seen as Important Source of Information
        • Table Attitudes toward Magazines, Asian Americans vs. Others
      • Asian Americans Turn to Weekly Newsmagazines
        • Table Most Popular Magazines (Ranked by Percent Read/Looked into Last 6 Months)
    • Television and Radio
      • Television Less Important
        • Table Attitudes toward Television, Asian Americans vs. Others by Gender
        • Table Access to Cable Television, Asian Americans vs. Others
      • CNN Near Top of List
        • Table Most Popular Cable Television Channels, Asian Americans vs. Others
      • Asian Americans Listen to News and Talk Radio
        • Table Attitudes toward Radio, Asian Americans vs. Others by Gender
        • Table Most Popular Radio Formats, Asian Americans vs. Others
    • Asian Americans and Digital Media
      • Internet Changes Media Consumption Habits
        • Table Impact of Internet on Traditional Media Usage, Asian Americans vs. Others
      • Asian Americans Primed for Small-Screen Media
        • Table Online Media and Information Sources Used in Last 30 Days, Asian Americans vs. Others
        • Table Percent Visiting YouTube in Last 30 Days, Asian Americans vs. Others
        • Table Percent Owning Cellphone with Web Browsing Capability, Asian Americans vs. Others
      • Asian Indians Take to Online Media
        • Table Use of Mass Media by Asian Indians
    • Receptivity to Advertising
      • Information Content of Ads Valued
        • Table Attitudes toward Advertising, Asian Americans vs. Others by Gender
      • Asian Americans Try to Avoid TV Commercials
        • Table Attitudes toward Television Advertising, Asian Americans vs. Others by Gender
      • Asian-American Readers Like Magazine Ads
        • Table Attitudes toward Magazine Advertising, Asian Americans vs. Others by Gender
      • Product Placement Works with Asian Americans
        • Table Impact of Product Placement on Television and in Movies, Asian Americans vs. Others
      • Asian Americans Pay Attention to Out-of-Home Ads
        • Table Impact of Out-of-Home Advertising, Asian Americans vs. Others
  • Addresses of Selected Asian-American Market Resources

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