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Asian Americans in the U.S.


Attention: There is an updated edition available for this report.

Asian Americans in the U.S., an all-new Packaged Facts report, provides a comprehensive analysis of the consumer attitudes and behavior of the nearly 13 million Asian Americans in the United States, who wield more per capita buying power than any other multicultural population segment. The first section of the report includes chapters on key characteristics of the Asian American population, such as projected growth trends, education and income levels, and use of the English language. The next section provides an overview of consumer expenditure patterns and shopping behavior as well as an in-depth review of Asian American attitudes and behavior in key areas, including automotive, financial services, food, health and pharmaceuticals, and technology and the Internet. The report devotes a separate chapter to two key consumer segments in the Asian American market: families with children—which account for around half of Asian American buying power—and the next generation of Asian American consumers—18- to 29-year-olds. The report concludes with a section including chapters on major media, marketing, and strategic trends in the Asian American market.

With total buying power in excess of $400 billion, Asian Americans represent the single most affluent consumer group in the United States. Of all major population segments in the United States, Asian Americans are most likely to work in managerial and professional jobs. The median household income of Asian Americans is 15% higher than non-Hispanic White household income, 56% higher than the median household income of Hispanics, and nearly double that of Black households. The number of Asian American families with incomes of $200,000 or more (152,000) is about the same as Hispanic and African American families combined (156,000).

Yet, despite their affluence, Asian Americans have remained under the radar screen of many marketers of consumer products and services. This Packaged Facts report identifies trends in consumer behavior and highlights opportunities to enable marketers to take advantage of the remarkable buying power of Asian Americans.

Report Methodology
The information in Asian Americans in the U.S.is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Asian American market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2005 National Consumer Survey and Fall 2005 Kids National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report If your company is interested in understanding and reaching the Asian American market, you will find this report invaluable, as it provides a comprehensive package of information and insight about Asian American consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the Asian American population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Asian Americans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Asian American population.
  • Advertising agencies to develop messages and images that compel Asian Americans to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Introduction
      • Background
      • Overview of Report
      • Scope of Report
      • Methodology
    • Profile of the Asian American Population
      • Asian American Population Nears 13 Million
      • Asian American Population Growing Nearly as Fast as Hispanic
      • Asian American Population Includes Many Subgroups
      • South Asian Population Shows Fastest Growth
      • More than One-Third of Asians Live in California
      • Asian Americans Most Likely to Stay Married
      • Asian American Households Often Large and Complex
      • Asian American Households More Likely to Consist of Married Couples and Children
    • Economic Profile of Asian Americans
      • Nearly Half of Asian Americans Have Earned Bachelor's Degree or Higher
      • Asian Indians Have Most Advanced Academic Credentials
      • Nearly Half of Asian Americans Work as Managers and Professionals
      • Asian Americans Key Players in Many High-Paying Professional Job Categories
      • Koreans Top List of Self-Employed Asians
      • Asian Americans Have High Per-Capita Income
      • Asian Americans Have Highest Household Income
      • More than One out of Four Asian American Families Has Income of $100,000 or More
      • Asian Americans Are Exceptionally High Earners
    • Language and Acculturation
      • Immigration Remains Main Driver of Asian Population Growth
      • More than One-Third of Asians Came to U.S. after 1990
      • Most Asian Kids and Teens Born in the United States
      • More English-Speakers among Asians than Hispanics
    • Overview of Asian American Consumers
      • Asian Americans Spend 14% More than Average American Consumer Unit
      • Asian Americans Spend Much More on Housing
      • Asian American Consumers Enjoy Shopping
      • Price Plays Important Role in Buying Decisions
    • Highlights of Asian American Consumer Behavior
      • Asian Americans Spend More for New Cars
      • Foreign Cars Get Nod from Asian Americans
      • Asian Americans Less Confident about Financial Management Skills
      • Asian Americans Have Low Tolerance for Risk but Are Comfortable Taking on Debt
      • Credit Cards More Common
      • Asian Americans More Likely to Have Financial Investments
      • Healthful Foods Important to Asian Americans
      • Vegetarians More Common among Asian Americans
      • Asian Americans Spend Less on Health Care
      • Asian Americans Trust OTC Medications More
      • Cost of Drugs Seen as Measure of Effectiveness
      • Asian Americans Trust Heavily Advertised Brand-Name Prescription Medications
    • Technology and the Internet
      • Asian Americans Follow Latest Technology
      • Asian Americans Prime Customers of Home Electronics Retailers
      • PCs More Heavily Used in Asian American Homes
      • Asian Americans Include More Online Enthusiasts
      • Asian Americans Far More Affected by Internet
      • E-Commerce More Popular among Asian Americans
      • Asian Americans More Attuned to Online Marketing and Advertising
      • Cell Phones More Common
    • Key Consumer Segments
      • Asian American Families with Children More Affluent
      • Families with Children at Core of Asian American Market
      • Asian American Parents More Driven to Succeed
      • Asian American Parents Like to Shop with Their Kids but Don't Indulge Them
      • Online Shopping Important Part of Asian American Family Life
      • Asian American Youth Have Distinct Values
      • Asian American Youth More Brand-Conscious
      • Asian American Youth More Involved in Technology
      • Internet Has Huge Impact on Lifestyle of Asian American Youth
    • Media Trends in the Asian American Market
      • Many Asian Americans Use Both In-Language and English-Language Media
      • TV Audience Measurement Improves in Asian American Market
      • TV Choices Expand for Asian Americans
      • Radio Remains Important
    • Marketing and Advertising Trends
      • Asian American Consumers Have Positive View of Advertising
      • Asian Americans Pay More Attention to TV Commercials
      • Use of In-Language Marketing Can Vary, but Cultural Sensitivity a Must
    • Size and Growth of the Asian American Market
      • Asian Americans Control Buying Power of $434 Billion
      • Asian American Buying Power Will Reach $611 Billion in 2010
      • Nearly Half of Asian American Buying Power Concentrated in Three Top Markets
      • Per Capita Buying Power Differs across Major Markets
    • Strategic Trends and Opportunities
      • U.S -Born Asians Will Become More Influential in Asian American Market
      • Language Issue Becomes More Complex
      • Reacculturation a Growing Trend among Young Asian Americans
      • Asian Americans Most Affluent Multicultural Market Segment
      • Concentration of Asian American Consumers in Major Markets Offers Opportunity
      • Many Opportunities Remain Untapped
  • Demographic Overview
    • Profile of the Asian American Population
      • Current Size and Projected Growth of the Asian American Population
        • Table U.S. Population by Race and Hispanic Origin, 2005 (in thousands)
        • Table Population Growth, Asian Americans vs. Other Population Segments, 2000-2005 (in thousands)
        • Table Projected Population Growth, Asian Americans vs. Other Population Segments, 2005-2010 (in thousands)
      • National Origin
        • Table Asian American Population by Major Subgroup, 2004
        • Table Detailed Description of Segments Included in "Other" Asians, 2004
        • Table Population Growth Rates of Asian Subgroups, 2000 vs. 2004
        • Table Population Growth of Asian Subgroups as Percent of Total Asian American Population Growth, 2000 vs. 2004
      • Age and Gender
        • Table Population by Selected Age Group, Asians vs. Other Population Groups, 2005
        • Table Population of Asian Subgroups by Selected Age Groups, 2004
        • Table Population by Gender, Asians vs. Other Population Groups, 2005
      • Regional Distribution
        • Table States with Largest Asian Populations, 2004 (in thousands)
        • Table States with Largest Percentage of Asian Americans, 2004
        • Table Counties with Highest Percentage of Asians, 2004
      • Marriage and Family
        • Table Median Age at First Marriage, Asian Americans vs. Others by Gender, 2004
        • Table Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2005
        • Table Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2005
        • Table Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2005
        • Table Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2004 (in thousands)
        • Table Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2004
        • Table Relationships of Household Members, Asian Americans vs. Others, 2004
        • Table Relationships within Asian American Households by Subgroup, 2004
        • Table Household Profile, Asian Americans vs. Others, 2004
        • Table Relationships within Asian American Households by Subgroup, 2004
        • Table Women Who Had a Birth in the Past 12 Months by Marital Status, Asian Americans vs. Others, 2004
    • Economic Profile of Asian Americans
      • Educational Attainment
        • Table Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2004
        • Table Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others by Gender, 2004
        • Table Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2004
        • Table Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2004
      • Employment Patterns
        • Table Occupations of People 16 Years Old and Over, Asian Americans vs. Others by Gender, 2004
        • Table Occupations of Asian Americans 16 Years Old and Over by Subgroup, 2004
        • Table Occupations with an Above-Average Percentage of Asian Americans, 2005
      • The Asian American Entrepreneur
        • Table Number of Asian-Owned Firms by Asian Subgroup, 2002
        • Table Industries Accounting for the Largest Receipts for Asian-Owned Firms, 2002
        • Table Eleven States with the Largest Number of Asian-Owned Firms, 2002
      • Income Levels
        • Table Per Capita Income, Asian Americans by Subgroup vs. Others, 2004
        • Table Household and Family Income Levels, Asian Americans by Subgroup vs. Others, 2004
        • Table Distribution of Family Income, Asian Americans vs. Others, 2004
        • Table Number of Families with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2004 (in thousands)
        • Table Mean and Median Earnings of Full-Time, Year-Round Male Workers, Asian Americans by Subgroup vs. Others, 2004
        • Table Mean and Median Earnings of Full-Time, Year-Round Female Workers, Asian Americans by Subgroup vs. Others, 2004
        • Table Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2004
    • Language and Acculturation
      • The Impact of Immigration
        • Table Components of Population Increase 2000-2005, Asian Americans vs. Others (in thousands)
        • Table Percent of Population Foreign-Born by Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004 (in thousands)
        • Table Year of Entry of Foreign-Born, Asians vs. Hispanics, 2004 (in thousands)
        • Table Percent Foreign-Born in Population 18 Years and Younger, Asians vs. Hispanics (in thousands)
        • Table Percent of Asian American Population Foreign-Born by Segment and Year of Entry, 2004
        • Table Percent of Asian American Population Foreign-Born by Subgroup and Year of Entry, 2004
        • Table Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2004
      • Use of the English Language
        • Table Number and Percent of People 5 Years Old and Over Proficient in English Language, Asians vs. Hispanics, 2004 (in thousands)
        • Table Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2004 (in thousands)
        • Table Number and Percent of Foreign-Born People 5 Years Old and Over Proficient in English Language, Asians vs. Hispanics, 2004 (in thousands)
        • Table Percent of Households Linguistically Isolated by Household Language, 2004
  • Understanding the Asian American Consumer
    • Overview of Asian American Consumers
      • Profile of Asian American Consumer Units
        • Table Expenditures of Asian American Consumer Units as Percent of After-Tax Income
        • Table Characteristics of Consumer Units, Asian American Consumer Units vs. All Consumer Units
      • Summary of Asian American Consumer Expenditure Patterns
        • Table Consumer Expenditures Categories for Which Asian Americans Spend a Higher Percentage of Their Total Budget than All Consumer Units
        • Table Consumer Expenditures Categories for Which Asian Americans Spend a Lower Percentage of Their Total Budget than All Consumer Units
      • Overview of Shopping Behavior
        • Table Brand Loyalty, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Designer Clothes, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Shopping, Asian Americans vs. All U.S. Adults by Gender
        • Table Impact of Price on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
        • Table Department/Discount Stores Shopped in Last 3 Months, Asian American Men vs. All U.S. Men
        • Table Department/Discount Stores Shopped in Last 3 Months, Asian American Women vs. All U. S. Women
    • Highlights of Asian American Consumer Behavior
      • Automotive
        • Table Attitudes toward New Cars, Asian Americans vs. All U.S. Adults by Gender
        • Table Annual Expenditures for Vehicle Purchases and Related Expenses by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
        • Table Reasons for Buying a Vehicle, Asian Americans vs. All U.S. Adults by Gender
        • Table Interest in Automotive Technology, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs. All U.S. Adults by Gender
      • Financial Services
        • Table Indicators of Financial Confidence, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Saving and Spending, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Financial Services, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Insurance, Asian Americans vs. All U.S. Adults by Gender
        • Table Annual Expenditures for Personal Insurance and Pensions by Amount and Percent of Total Expenditures, Asians vs. All Consumer Units
        • Table Insurance Coverage, Asian Americans vs. All U.S. Adults by Gender
        • Table Use of Financial Services, Asian Americans vs. All U.S. Adults by Gender
        • Table Type of Investments Owned, Asian Americans vs. All U.S. Adults by Gender
      • Food at Home
        • Table Annual Expenditures for Food at Home by Amount and Percent of Total Expenditures, Asian Americans vs. All Consumer Units
        • Table Annual Expenditures on Selected Food Categories, Asian American vs. All Consumer Units
        • Table Attitudes toward Diet and Health, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Gourmet Food, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Trying New Foods, Asian Americans vs. All U.S. Adults by Gender
      • Health and Pharmaceuticals
        • Table Annual Expenditures for Health Care by Amount and Percent of Total Expenditures, Asian Americans vs. All Consumer Units
        • Table Attitudes toward Physicians, Asian Americans vs. All U.S. Adults by Gender
        • Table Sources of Health Information, Asian Americans vs. All U.S. Adults by Gender
        • Table Use of Medications, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Prescription vs. Over-the-Counter Remedies, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Cost of Prescription Drugs, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Drug Advertising, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Vitamins, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Non-traditional Medicine, Asian Americans vs. All U.S. Adults by Gender
    • Technology and the Internet
      • Attitudes toward Technology and Consumer Electronics
        • Table Attitudes toward Technology, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Price When Buying New Electronics Equipment, Asian Americans vs. All U.S. Adults by Gender
        • Table Shopping at Home Electronics Stores, Asian Americans vs. All Adults
      • Internet Use by Asian Americans
        • Table Use of Personal Computers at Home, Asian Americans vs. All U.S. Adults
        • Table Heavy Internet Use, Asian Americans vs. All U.S. Adults
        • Table Frequency of Internet Use, Asian Americans. vs. All U.S. Adults
        • Table Online Activities Last 30 Days, Asian American Men vs. All U.S. Men
        • Table Online Activities Last 30 Days, Asian American Women vs. All U.S. Women
        • Table Websites Visited Last 30 Days, Asian Americans vs. All Adults
      • Impact of the Internet on Asian American Consumers
        • Table Impact of Internet on Lifestyles, Asian Americans vs. All U.S. Adults by Gender
        • Table Impact of Internet on Shopping Behavior, Asian Americans vs. All U.S. Adults by Gender
        • Table Effectiveness of Online Advertising, Asian Americans vs. All U.S. Adults
      • Ownership and Use of Cell Phones
        • Table Use of Cellular/Wireless Services, Asian Americans vs. All U.S. Adults by Gender
        • Table Use of Telephone Services, Asian Americans vs. All U.S. Adults by Gender
        • Table Use of Telephone Credit Cards, Asian Americans vs. All U.S. Adults by Gender
    • Key Consumer Segments
      • Asian American Families with Children
        • Table Mean Income of Families with Children, Asian American vs. Others, 2004
        • Table Aggregate Income of Families with Children as Percent of Total Aggregate Income, 2004
        • Table Attitudes toward Money, Asian American vs. All Parents
        • Table Attitudes toward Work and Family, Asian American vs. All Parents
        • Table Attitudes of 6-to 17-Year-Olds toward School and Free-time Activities, Asian American vs. All
        • Table Attitudes of Parents toward Saving and Spending, Asian American vs. All
        • Table Attitudes of 6- to 17-Year-Olds toward Saving and Spending, Asian American vs. All
        • Table Attitudes of Parents toward Buying Things for Their Kids, Asian American vs. All
        • Table Attitudes of Parents toward Healthy Eating, Asian American vs. All
        • Table Attitudes of Parents toward Fattening Food, Asian American vs. All
        • Table Attitudes of Parents toward Trying New Food Products, Asian American vs. All
        • Table Attitudes of Parents toward Recycling, Asian American vs. All
        • Table Attitudes of Parents toward Shopping on the Internet, Asian American vs. All
        • Table Attitudes of Parents toward Television, Asian American vs. All
        • Table Attitudes of 6- to 17-Year-Olds toward Television, Asian American vs. All
      • The Next Generation
        • Table Attitudes of 18- to 29-Year-Olds toward Work and Money, Asian American vs. All
        • Table Attitudes of 18- to 29-Year-Olds toward Novelty, Asian American vs. All
        • Table Attitudes of 18- to 29-Year-Olds toward Recycling, Asian American vs. All
        • Table Attitudes of 18- to 29-Year-Olds toward Brands, Asian American vs. All
        • Table Attitudes of 18- to 29-Year-Olds toward Technology and Consumer Electronics Products, Asian American vs. All
        • Table Impact of the Internet on Lifestyle of 18- to 29-Year-Olds, Asian American vs. All
        • Table Impact of the Internet on Media Usage by 18- to 29-Year-Olds, Asian American vs. All
        • Table Use of the Internet by 18- to 29-Year-Olds for Shopping, Asian American vs. All
  • Key Trends in the Asian American Market
    • Media Trends in the Asian American Market
      • Overview
        • Table Attitudes toward Newspapers, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Magazines, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Television, Asian Americans vs. All U.S. Adults by Gender
        • Table Impact of the Internet on Media Usage, Asian Americans vs. All U.S. Adults by Gender
      • Key Media Trends
    • Advertising and Marketing Trends
      • Receptivity to Advertising
        • Table Overall Attitudes toward Advertising, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Magazine Advertising, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Television Advertising, Asian Americans vs. All U.S. Adults by Gender
        • Table Behavior When Watching TV Commercials, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Outdoor Advertising, Asian Americans vs. All U.S. Adults by Gender
        • Table Attitudes toward Ads in Movie Theaters, Asian Americans vs. All U.S. Adults by Gender
      • Marketing Strategies and Approaches
    • Size and Growth of the Asian American Market
      • Analysis of Aggregate Consumer Expenditures by Asian Americans
        • Table Consumer Expenditure Categories with Higher than Expected Share of Aggregate Expenditures by Asian American Households (in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumer Units for Food and Beverages (in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumer Units for Household Furnishings and Equipment (in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumer Units for Apparel (in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumer Units for Vehicle Purchases and Related Expenses(in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumer Units for Entertainment(in millions)
        • Table Aggregate Annual Expenditures by Asian American Consumers for Personal-Care Products and Services, Reading Materials, and Education (in millions)
      • Current Size and Projected Growth of Asian American Buying Power
        • Table Asian American Buying Power by Population Segment, 2005
        • Table Projected Growth in Asian American Buying Power, 2005-2010
      • Major Asian American Markets
        • Table Top 15 Asian American Markets Ranked by Aggregate Buying Power, 2005 (in thousands)
        • Table Top 15 Asian American Markets Ranked by Per Capita Buying Power, 2004 (in thousands)
        • Table Top 15 Asian American Markets by Top 3 Asian Subgroups, 2004
        • Table Top Asian American Markets Ranked by English-Language Proficiency of People Five Years Old and Over Speaking Asian Languages at Home, 2003 (in thousands)
      • Overview of Key Subgroups within the Asian American Market
        • Table Overview of Asian Indian Segment of Asian American Market
        • Table Overview of Chinese Segment of Asian American Market
        • Table Overview of Filipino Segment of Asian American Market
        • Table Overview of Japanese Segment of Asian American Market
        • Table Overview of Korean Segment of Asian American Market
        • Table Overview of Vietnamese Segment of Asian American Market
    • Strategic Trends and Opportunities
      • Strategic Trends
      • Marketing Opportunities
  • Addresses of Selected Asian American Market Resources

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