The Asian-American The Asian-American MarketplaceMarketplace

The Asian-American The Asian-American MarketplaceMarketplace

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Table of ContentsTable of ContentsTable of ContentsTable of Contents

Demographic ProfileSlides 4-11

Geographic PatternsSlides 12-17

Purchasing Power Slides 18-22

Spending Patterns & Consumer BehaviorsSlides 23-28

Media Usage Slides 29-40

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According to the Census Bureau, the According to the Census Bureau, the U.S. Asian population reached 14.01 U.S. Asian population reached 14.01

million million in July 2009, growing 2.6% versus the in July 2009, growing 2.6% versus the

prior year. Asian-Americans account for prior year. Asian-Americans account for 4.6% of the U.S. population.4.6% of the U.S. population.

According to the Census Bureau, the According to the Census Bureau, the U.S. Asian population reached 14.01 U.S. Asian population reached 14.01

million million in July 2009, growing 2.6% versus the in July 2009, growing 2.6% versus the

prior year. Asian-Americans account for prior year. Asian-Americans account for 4.6% of the U.S. population.4.6% of the U.S. population.

3Source: U.S Census Bureau, 7/09, released 6/10

A Demographic ProfileA Demographic ProfileA Demographic ProfileA Demographic Profile

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Key Census Bureau FactsKey Census Bureau FactsKey Census Bureau FactsKey Census Bureau Facts

The median age of Asians in the U.S. is 35.3, 1.5 years younger than the median age for the total U.S.

Top cities for Asian-Americans are Los Angeles, New York and San Francisco.

Median household income is $66,935 for single-race Asians, the highest among all race groups.

49.4% of single-race Asians 25 and older have a bachelor’s degree or higher level of education. This compares to 27.5% for all people 25 and older.

19.6% of single-race Asians 25 and older have a graduate or professional degree. This compares with 10.1% for all people 25 and older.

5Source: U.S. Census Bureau 7/09, American Community Survey

Educational AttainmentEducational AttainmentEducational AttainmentEducational Attainment

Percent of “25 and Over” in Asian-American Population

6Source: U.S Census Bureau, Current Population Survey 7/08, American Community Survey 2007 (latest data available)

49.4

18.6

17.7

14.2

8.5

31.6

17.9

32.6Bachelor'sDegree+

Some College

High SchoolGrad.

Less ThanHigh School

Grad

Asian-American

Non-Hispanic White

Household IncomeHousehold IncomeHousehold IncomeHousehold Income

Percent Distribution of Asian-American Household Income

7Source: U.S Census Bureau, Current Population Survey 7/08, Income in 2007

20.2

11.9

18.2

24.9

24.9

31.3

13.7

19.0

19.0

17.0

Less than $25,000

$25,000-49,999

$50,000-74,999

$75,000-99,999

$100,000+

Asian-American

Total U.S.

Types of HousingTypes of HousingTypes of HousingTypes of Housing

55% of Asian consumers own their own homes.

There are 42% of Asian homeowners with mortgages.

13% of Asian homeowners are without mortgages.

45% of Asian consumers are renters.

8Source: Consumer Expenditure Survey 2008 (latest data available)

The Asian population comprises many The Asian population comprises many groups who differ in languages spoken, groups who differ in languages spoken, culture and length of residence in the culture and length of residence in the

United States. United States. This is reflected in the demographic This is reflected in the demographic

characteristics of these groups. characteristics of these groups.

The Asian population comprises many The Asian population comprises many groups who differ in languages spoken, groups who differ in languages spoken, culture and length of residence in the culture and length of residence in the

United States. United States. This is reflected in the demographic This is reflected in the demographic

characteristics of these groups. characteristics of these groups.

9Source: U.S. Census Bureau

Chinese-Americans Are Largest Asian Chinese-Americans Are Largest Asian GroupGroup

Chinese-Americans Are Largest Asian Chinese-Americans Are Largest Asian GroupGroupPopulation in Millions

10Source: U.S. Census Bureau, “Facts for Features,” May 2007 (latest data available)

Population estimates represent number of people who are either of a particular detailed group only or are of that group in combination with one or more other Asian detailed groups or races.

1.2

1.4

1.5

2.5

2.8

3.3

Japanese

Koreans

Vietnamese

Asian Indians

Filipinos

Chinese-Americans

Next to Spanish, Chinese is the most Next to Spanish, Chinese is the most widely spoken non-English language in widely spoken non-English language in the country, with 2.5 million speakers. the country, with 2.5 million speakers.

Next to Spanish, Chinese is the most Next to Spanish, Chinese is the most widely spoken non-English language in widely spoken non-English language in the country, with 2.5 million speakers. the country, with 2.5 million speakers.

11Source: American Community Survey 2007 (latest data available)

Geographic PatternsGeographic PatternsGeographic PatternsGeographic Patterns

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California Has Largest Population of California Has Largest Population of Asian-AmericansAsian-Americans

California Has Largest Population of California Has Largest Population of Asian-AmericansAsian-Americans

California had the largest Asian population in 2009 (4.7 million), as well as the largest numerical increase during the 2008 to 2009 period (108,102).

New York (1.4 million) and Texas (883,806) followed in population.

In Hawaii, Asians made up the highest proportion of the total population (38.8%), with California (12.7%), New Jersey (7.9%), and New York (7.1%) next. 13

Source: US Census Bureau, 7/09

Ten States with the Largest Ten States with the Largest Asian-American Populations Asian-American Populations Ten States with the Largest Ten States with the Largest Asian-American Populations Asian-American Populations

14Source: U.S. Census Bureau, “Population Estimates,” 7/09

1. California

4,689,9922. New York

1,387,8483. Texas

883,8064. New Jersey

683,4545. Illinois

567,6736. Hawaii

502,3727. Washington

463,9958. Florida

445,4949. Virginia

397,47610.Massachusetts

334,709

Hawaii Has the Largest Percentage of Hawaii Has the Largest Percentage of Asian-Americans in Its Total PopulationAsian-Americans in Its Total PopulationHawaii Has the Largest Percentage of Hawaii Has the Largest Percentage of Asian-Americans in Its Total PopulationAsian-Americans in Its Total Population

15Source: U.S. Census Bureau, “Population Estimates,” 7/09

1. Hawaii

38.8%2. California

12.7%3. New Jersey

7.9%4. New York

7.1%5. Washington

7.0%6. Nevada

6.2%7. Alaska

4.5%8. Maryland

5.1%9. Virginia

4.9%10. Massachusetts

5.0%

States with the largest percentage of Asian-Americans in their total population in 2009:

Percentage of Asian Population by State Percentage of Asian Population by State 20062006

Percentage of Asian Population by State Percentage of Asian Population by State 20062006

16Source: U.S. Census Bureau, “Population Estimates,” 5/17/07

0.8 -1.7

1.8 - 3.3

3.7 - 6.0

7.0 - 13.6

26.0 - 56.0

Data ClassesPercent

Ethnic Population Growth Projection for Ethnic Population Growth Projection for California Is ExceptionalCalifornia Is Exceptional

Ethnic Population Growth Projection for Ethnic Population Growth Projection for California Is ExceptionalCalifornia Is Exceptional

California Population Estimates for 2020

17Source: ncmonline.com, “Why Ethnic Media?”

2020Total

% change vs. 2000

% of CA Population

Asian 8,001 + 87% 18%

Hispanic 18,757 + 76% 41%

Black 3,176 + 31% 7%

White 14,977 + 1% 33%

Total 45,278 + 39% 100%

Purchasing PowerPurchasing PowerPurchasing PowerPurchasing Power

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Asian buying power measured Asian buying power measured $509 billion in 2009. It has increased $509 billion in 2009. It has increased 337% from 1990-2009, which is more 337% from 1990-2009, which is more

than than double the total population’s increase. double the total population’s increase.

Asian buying power is forecast to Asian buying power is forecast to reach $697 billion by 2014.reach $697 billion by 2014.

Asian buying power measured Asian buying power measured $509 billion in 2009. It has increased $509 billion in 2009. It has increased 337% from 1990-2009, which is more 337% from 1990-2009, which is more

than than double the total population’s increase. double the total population’s increase.

Asian buying power is forecast to Asian buying power is forecast to reach $697 billion by 2014.reach $697 billion by 2014.

19Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

Top 10 States Account for 75% of Top 10 States Account for 75% of Asian-American Buying PowerAsian-American Buying Power

Top 10 States Account for 75% of Top 10 States Account for 75% of Asian-American Buying PowerAsian-American Buying Power

1. California

$163 billion2. New York

$51 billion3. Texas

$34 billion4. New Jersey

$32 billion5. Illinois

$23 billion6. Hawaii

$22 billion7. Washington

$17 billion8. Florida

$15 billion9. Virginia

$15 billion10. Massachusetts

$13 billion

20Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

States with the Largest Growth in States with the Largest Growth in Asian-American Buying PowerAsian-American Buying Power

States with the Largest Growth in States with the Largest Growth in Asian-American Buying PowerAsian-American Buying Power

1. Wyoming

1872. Nevada

1543. North Dakota

1464. Arizona

1405. Arkansas

1306. Florida

1287. South Dakota

1268. District of Columbia

1249. Delaware

12310. New Hampshire

121

21Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

State % Increase 2000-2009

Factors Leading to the Gains in Factors Leading to the Gains in Asian-American Buying PowerAsian-American Buying Power

Factors Leading to the Gains in Factors Leading to the Gains in Asian-American Buying PowerAsian-American Buying Power

Asian-Americans are generally better educated than the average American, and therefore hold many top-level jobs in management, professional or scientific specialties.

U.S. Asians are younger and entering the workforce for the first time or advancing in their careers.

Nearly all Asians are urbanites – 95% of Asians lived in metro areas in 2002.

The Asian-American population is growing more rapidly than the total population, mostly because of immigration.

22Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

Spending PatternsSpending PatternsAnd Consumer BehaviorsAnd Consumer Behaviors

Spending PatternsSpending PatternsAnd Consumer BehaviorsAnd Consumer Behaviors

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Asian-American consumers have Asian-American consumers have traditionally spent more than the traditionally spent more than the

average U.S. household on housing, average U.S. household on housing, food, education, food, education,

vehicle purchases, public vehicle purchases, public transportation,transportation,

furniture, footwear and clothing, and furniture, footwear and clothing, and pensions and insurance. Here’s pensions and insurance. Here’s a closer look at some of these a closer look at some of these

categories.categories.

Asian-American consumers have Asian-American consumers have traditionally spent more than the traditionally spent more than the

average U.S. household on housing, average U.S. household on housing, food, education, food, education,

vehicle purchases, public vehicle purchases, public transportation,transportation,

furniture, footwear and clothing, and furniture, footwear and clothing, and pensions and insurance. Here’s pensions and insurance. Here’s a closer look at some of these a closer look at some of these

categories.categories.

24Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)

Top Asian-American Average Annual Top Asian-American Average Annual Consumer ExpendituresConsumer Expenditures

Top Asian-American Average Annual Top Asian-American Average Annual Consumer ExpendituresConsumer Expenditures

25Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)

Housing $20,138$17,109

Transportation 9,049 8,604

Personal Insurance & Pensions 6,760 5,605

Food at Home 3,943 3,744

Food Away from Home 3,147 2,698

Utilities, Fuels & Public Services 3,275 3,649

Apparel & Services 1,997 1,801

Health Care 2,233 2,976

Entertainment 3,447 2,835

Education 1,676 1,046

Average Spending Average SpendingProduct/Service Asian-American All Consumer Units

Study of Asian-American Brand Study of Asian-American Brand Preferences And Consumer BehaviorsPreferences And Consumer Behaviors

Study of Asian-American Brand Study of Asian-American Brand Preferences And Consumer BehaviorsPreferences And Consumer Behaviors

Retail – Asian-Americans shop frequently at department stores, with nearly a third frequenting department stores at least 1-3 times per week.

Automotive - Japanese auto brands are a top choice among the respondents, with Toyota and Honda having the highest ownership. Among the sub-segments, Indians and Koreans have the highest purchase intention among all the groups.

Insurance – Asian-Americans have the highest product ownership rate for auto insurance, followed by health insurance and life insurance. Price and reputation are the top criteria for selecting an insurance company.

Wireless/Telecom - The quality of local and national coverage was the top criterion in Asian-Americans’ purchase decision. Other top features included text messaging and SMS capability. 26

Source: Asian Reporter, 5/22/07 (latest data available)

InterTrend Communication’s Knowledge Center surveyed 1,380 people, including Chinese, Vietnamese, Korean, Filipino, and Indian segments, both in heritage languages and in English:

Asian Immigrants Buy Foods that Asian Immigrants Buy Foods that Remind Them of HomeRemind Them of Home

Asian Immigrants Buy Foods that Asian Immigrants Buy Foods that Remind Them of HomeRemind Them of Home

Food is naturally tied to culture, and immigrant communities continue to seek out foods they enjoyed in their home countries. Asian-Americans buy brands and foods they know, and don't buy much American food, according to a study by InterTrend.

Across all nationalities, 63% of Asian-Americans say they eata diet of less than 40% American food.

67% rate healthy ingredients/nutrition as a critical or significant factor influencing their purchases.

Asian-Americans reported that they established the habit of frequently buying fresh vegetables while in their home country, and believe that frozen or packaged foods aren’t as healthy and don’t taste as good.

27Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)

87% of Asian-Americans are dissatisfied 87% of Asian-Americans are dissatisfied

with how US TV portrays Asians, in with how US TV portrays Asians, in respect respect

to both quantity and quality, according to both quantity and quality, according to an AZN-commissioned study to an AZN-commissioned study

by The Ronin Group. by The Ronin Group.

87% of Asian-Americans are dissatisfied 87% of Asian-Americans are dissatisfied

with how US TV portrays Asians, in with how US TV portrays Asians, in respect respect

to both quantity and quality, according to both quantity and quality, according to an AZN-commissioned study to an AZN-commissioned study

by The Ronin Group. by The Ronin Group.

28Source: CableFax Daily, 2/20/07 (latest data available)

Media UsageMedia UsageMedia UsageMedia Usage

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Top 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV Markets

30Source: Nielsen Media Research, NSI, January 2011

*Ranked by Asian TV Households

Rank*DMA

MarketAsian-American

TV HH

% TotalAsian-American

TV HH

Cume %Asian-American

TV HH

1Los Angeles 699,860 14.514.52New York 614,490 12.827.33San Francisco 530,690 11.038.34Honolulu 212,650 4.442.85Chicago 182,650 3.846.66Washington, DC 173,830 3.650.27Seattle-Tacoma 152,360 3.253.38Sacramento 130,790 2.756.19Philadelphia 120,420 2.558.610 Houston 118,4302.5 61.011 Dallas-Ft. Worth 114,7402.4 63.412 Boston 112,9702.3 65.7

Top 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV MarketsTop 25 Asian-American TV Markets

31Source: Nielsen Media Research, NSI, January 2011

*Ranked by Asian TV Households

Rank*DMA

MarketAsian-American

TV HH

% TotalAsian-American

TV HH

Cume %Asian-American

TV HH

13 San Diego 105,5802.2 67.9

14 Atlanta 81,930 1.769.6

15 Detroit 64,160 1.371.0

16 Las Vegas 54,570 1.172.1

17 Phoenix (Prescott) 51,460 1.173.2

18 Minneapolis-St. Paul 50,840 1.174.2

19 Portland, OR 48,980 1.075.2

20 Denver 42,210 0.976.1

21 Baltimore 39,910 0.877.0

22 Orlando 39,400 0.877.8

23 Tampa-St. Petersburg 36,990 0.878.5

24 Miami-Ft. Lauderdale 35,640 0.779.3

25 Fresno-Visalia 31,680 0.780.0

Asian-Americans Watch a Larger Asian-Americans Watch a Larger Proportion of Live TelevisionProportion of Live Television

Asian-Americans Watch a Larger Asian-Americans Watch a Larger Proportion of Live TelevisionProportion of Live Television

In the 2009 State of Cable and Broadband report from Horowitz Associates, Asian-Americans watch a larger proportion of live television (83%) than do Whites (77%).

Asian-Americans are less likely (29%) to have a DVR or TiVo than Whites (39%), African-Americans (31%), or Hispanics (30%).

Although Asian-Americans are the least likely to havae a DVR, they watch nearly the same proportion of programming on the DVR as Americans overall (11% vs. 12% respectively).

32Source: State of Cable and Broadband 2009 Horowitz Associates’ report cited in Research Alert No. 27

Cable Plus ADS Has Increased Since 2007 Cable Plus ADS Has Increased Since 2007 in Asian-American TV Householdsin Asian-American TV Households

Cable Plus ADS Has Increased Since 2007 Cable Plus ADS Has Increased Since 2007 in Asian-American TV Householdsin Asian-American TV Households

Cable Plus ADS % penetration in TV HH

33Source: Nielsen Media Research, Television Audience 2009

Changes for Asian-AmericanChanges for Asian-AmericanTelevision OutletsTelevision Outlets

Changes for Asian-AmericanChanges for Asian-AmericanTelevision OutletsTelevision Outlets

New Tang Dynasty Television, started in 2001, had become a 24-hour a day satellite network that broadcast Western-style news and entertainment in Mandarin and Cantonese to Chinese communities in the U.S.

NTDTV lost its satellite feed 7 weeks before the Olympic games and the feed hasn’t been restored.

Comcast decided not to continue AZN Television in Jan. 2008, citing lack of support from advertisers and cable operators.

The Filipino Channel, established in 1994, combines content produced in the U.S. and the Philippines, and is distributed by cable and satellite operators.

TVK cable network aggregated programming from 19 Korea-based networks and airs 24 hours a day.

34Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-American Print Outlets Face Asian-American Print Outlets Face ChallengesChallenges

Asian-American Print Outlets Face Asian-American Print Outlets Face ChallengesChallenges AsianWeek, the English-language newsweekly, published its

last edition in early 2009, citing the economy as the reason for the closing.

Epoch Times began in NYC as a Chinese-language paper and now has editions in 9 other languages, but its circulation isn’t audited.

The Sing Tao Daily and the World Journal, both published in Chinese, are not based in the U.S. but have NYC, San Francisco and other city editions.

Advertising revenues have slipped at both The Korea Daily and the Korea Times.

Filipinas Magazine, a monthly news magazine, experienced a drop-off in the real-estate section that hurt revenues.

The National Association of Asian Publishers was formed in March 2008 to reach out to over 400 Asian print, electronic, and online publishers in the U.S. and to focus on market research. 35

Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-American Website GrowthAsian-American Website GrowthAsian-American Website GrowthAsian-American Website Growth

Many of the larger Asian-American newspapers added content in English to their websites, reflecting the potential that marketers see in second-generation Asians.

Nguoi Viet offers readers the choice between an edition in Vietnamese or one in English.

The World Journal has a section for English news, offering different content from the Chinese-language homepage.

China Digital Times is run by the journalism school at the Univ. of Calif. and has articles from the mainstream press and blogs from contributors.

USAsianWire.com, established in 2006, established a strategic partnership with other ethnic news services and formed the Multicultural Newswire Alliance.

36Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-Americans are well acculturated, Asian-Americans are well acculturated, yet the majority stay connected with yet the majority stay connected with their cultural heritage through media their cultural heritage through media and language, according to InterTrend and language, according to InterTrend

Communications.Communications.

Asian-Americans are well acculturated, Asian-Americans are well acculturated, yet the majority stay connected with yet the majority stay connected with their cultural heritage through media their cultural heritage through media and language, according to InterTrend and language, according to InterTrend

Communications.Communications.

37Source: Marketing to Emerging Majorities

Asian-Americans Prefer In-Language Asian-Americans Prefer In-Language AdsAds

Asian-Americans Prefer In-Language Asian-Americans Prefer In-Language AdsAds

In a survey by InterTrend Communication’s Knowledge Center, 80% of respondents consume ethnic media, with print having the highest penetration, followed by TV and radio.

The study also revealed that Asians prefer to be reached and targeted through in-language advertising.

Only 17% of respondents prefer English-only advertising, with the majority preferring either in-language or bi-lingual advertisements.

However, nearly half of Asian-Americans say the language doesn’t matter.

38Source: Asian Reporter, 5/22/07 (latest data available)

Asian-Americans Preferred Language In Asian-Americans Preferred Language In Advertising by Heritage Advertising by Heritage

Asian-Americans Preferred Language In Asian-Americans Preferred Language In Advertising by Heritage Advertising by Heritage

39Source: Marketing to the Emerging Majorities, 7/1/2007 (latest data available)

In-Language English

Doesn’t Matter

Asian Indian 22.1% 37.4% 40%

Chinese 39.8% 2.5% 57.7%

Filipino 20.3% 21.6% 58.1%

Korean 46.3% 4.6% 49.1%

Vietnamese 46.0% 25.5% 28.5%

All Asians 34.8% 17.4% 47.9%

Asian-American Internet UsageAsian-American Internet UsageAsian-American Internet UsageAsian-American Internet Usage

eMarketer estimates that the Asian Internet penetration level in 2010 is 73.4%.

Projections for 2014 are about 81%. Asian-Americans are a key demographic for

online marketers because they are Internet savvy and have high levels of disposable income.

40Source: eMarketer 9/29/10

Thank You!Thank You!Thank You!Thank You!

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