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Asian American Lifestyles and Entertainment - US - September 2014

“Asians are an important and growing market for entertainment and leisure categories. These high-income, highly educated consumers represent a potentially lucrative market, especially for entertainment that provides multiple values, but marketers need to reach them where they live, which for most young Asians is online and on their mobile device.”
- Fiona O’Donnell, Category Manager – Multicultural, Lifestyles, Travel and Leisure
This report looks at the following questions:

  • How can entertainment offerings appeal to diverse, multigenerational Asian families?
  • How do Asians’ digital lifestyles impact their entertainment choices?
  • How Asians can be big spenders, but only when they see good value ?


Asians are value-seekers in entertainment, as in most areas of life. Though they often have the means to spend freely on entertainment, they are unlikely to do so unless they see a compelling value proposition. For Asians, this means entertainment that provides multiple added benefits, such as educational content, activities for the whole family, and a discount on future purchases.

Marketers need to be sensitive to the role Asian culture (as embodied by unacculturated parents or other relatives sharing a home) may play in the outlook and decision-making of acculturated Asian consumers. For example, acculturated Asians may be inhibited from purchasing pricey home entertainment equipment and services that appear extravagant to their less acculturated family members.

In this scenario, marketers will want to emphasize both the value they offer (eg promotional pricing) and the utility their products or services can provide to the less acculturated members of the household (eg Asian-language programming).

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Expenditure data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Asian entertainment spending is growing
                        • Figure 1: Distribution of total entertainment expenditures across entertainment segments, by race, 2010-12*
                      • Higher-income households drive spending on entertainment
                        • Figure 2: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
                      • Multigenerational and online lifestyles drive Asians’ leisure decisions
                        • Movies and home-cooked meals most common in-home leisure activities
                          • Figure 3: Top at-home leisure activities – participation at least once a month, May 2014
                        • Dining out and shopping top out-of-home leisure activities
                            • Figure 4: Top out-of-home activities – participation at least once a month, May 2014
                          • Friends and family drive dining and event choices
                            • Figure 5: Top information sources for out-of-home entertainment, May 2014
                          • Asians eat at both Asian and non-Asian restaurants
                            • Figure 6: Out-of-home food choices, May 2014
                          • Asians favor less popular sports
                            • Figure 7: Top out-of-home events and activities attendance, May 2014
                          • Asians want to attend events where they can relax with family
                            • Figure 8: Top factors impacting entertainment choices – at least somewhat important, May 2014
                          • What we think
                          • Issues and Insights

                              • How can entertainment offerings appeal to diverse, multigenerational Asian families?
                                • The issues
                                  • The implications
                                    • How do Asians’ digital lifestyles impact their entertainment choices?
                                      • The issues
                                        • The implications
                                          • Asians can be big spenders, but only when they see good value
                                            • The issues
                                              • The implications
                                              • Trend Application

                                                  • Trend: Slow It All Down
                                                    • Trend: Edutainment
                                                      • Trend: Moral Brands
                                                      • Asians’ Entertainment Expenditures

                                                        • Key points
                                                          • Entertainment spending by Asians growing fast
                                                            • Figure 9: Expenditures of Asian households, indexed to all households, 2010-12*
                                                          • Asians spend more on admission to events
                                                            • Figure 10: Distribution of total expenditures across entertainment segments, by race, 2010-12*
                                                          • High-income Asians, under-45s biggest entertainment spenders
                                                            • Figure 11: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
                                                          • Acculturated Asians spend more on entertainment
                                                            • Figure 12: Monthly household entertainment expenditures, by dominant culture and country, May 2014
                                                        • Marketing Strategies

                                                            • Theme: Asian language entertainment
                                                              • Theme: Asian YouTube stars go mainstream
                                                                • Verizon Wireless/Linsanity partnership draws YouTube stars
                                                                  • Figure 13: Verizon TV spot, “Linsanity the movie, sweepstakes,” 2013
                                                                • Michelle Phan plugs Audible with book club
                                                                • In-home Activities

                                                                  • Key points
                                                                    • Movie night and home-cooked meals popular among Asians
                                                                        • Figure 14: Frequency of participation in at-home leisure activities, May 2014
                                                                      • Asians cook, take photos for fun
                                                                        • Figure 15: Participation in in-home leisure activities/hobbies in the last 12 months, by Asians and non-Asians, November 2012-December 2013
                                                                      • Income influences how Asians consume video content
                                                                        • Figure 16: In-home activities done at least once a month, by household income, May 2014
                                                                      • PCs entertainment hubs for unacculturated Asians
                                                                        • Figure 17: In-home activities done at least once a month, by dominant culture, May 2014
                                                                    • Out-of-home Activities

                                                                      • Key points
                                                                        • Dining out tops out-of-home activities
                                                                            • Figure 18: Out-of-home activities, May 2014
                                                                          • Asians favor educational activities
                                                                            • Figure 19: Participation in out-of-home leisure activities/hobbies in the last 12 months, by race, November 2012-December 2013
                                                                          • Asian moviegoers attend more frequently
                                                                            • Figure 20: Number of movie theater visits in the last 90 days, by race, November 2012-December 2013
                                                                            • Figure 21: Movie genre preference, by race, November 2012-December 2013
                                                                          • Middle-income Asians have active leisure time
                                                                            • Figure 22: Out-of-home activities done at least once a month, by household income, May 2014
                                                                          • Unacculturated Asians enjoy a variety of out-of-home activities
                                                                            • Figure 23: Out-of-home activities done at least once a month, by dominant culture, May 2014
                                                                        • Information Sources for Out-of-home Entertainment

                                                                          • Key points
                                                                            • Most Asians learn about bars and restaurants by word-of-mouth
                                                                              • Figure 24: Information sources for out-of-home entertainment, May 2014
                                                                            • Higher-income Asians read restaurant and bar reviews in print
                                                                              • Figure 25: Information sources for out-of-home entertainment, by household income, May 2014
                                                                            • Acculturated Asians do less research on bars and restaurants
                                                                              • Figure 26: Information sources for out-of-home entertainment, by dominant culture, May 2014
                                                                          • Out-of-home Food Choices

                                                                            • Key points
                                                                              • Asians frequent both Asian and non-Asian restaurants
                                                                                • Figure 27: Out-of-home food choices, May 2014
                                                                              • Unacculturated Asians important customer base for Asian restaurants
                                                                                • Figure 28: Out-of-home food choices, by dominant culture, May 2014
                                                                              • Asians with kids more likely to choose Asian restaurants
                                                                                • Figure 29: Out-of-home food choices, by presence of children in household, May 2014
                                                                            • Attending Events

                                                                              • Key points
                                                                                • Sports, fairs, and festivals lead in Asian attendance
                                                                                  • Figure 30: Events and activities attendance, May 2014
                                                                                • Asians favor niche sports
                                                                                  • Figure 31: Interest in professional sports, by race, November 2012-December 2013
                                                                                • Fewer Asians attend live concerts
                                                                                  • Figure 32: Live entertainment preferences and attendance in the last 12 months, by race, November 2012-December 2013
                                                                                • Acculturated Asians are bigger sports fans
                                                                                  • Figure 33: Events and activities attendance – Attended in the last 12 months, by dominant culture, May 2014
                                                                              • Entertainment Ticket Buying Behaviors

                                                                                • Key points
                                                                                  • Friends and family important to Asian entertainment purchasing
                                                                                    • Figure 34: Entertainment ticket buying behaviors, by household income, May 2014
                                                                                  • More acculturated Asians rely on traditional media to find entertainment
                                                                                    • Figure 35: Entertainment ticket buying behaviors, by dominant culture, May 2014
                                                                                  • Asians who spend big on entertainment get more information online
                                                                                    • Figure 36: Entertainment ticket buying behaviors, by monthly household entertainment expenditures, May 2014
                                                                                • Factors Impacting Entertainment Choices

                                                                                  • Key points
                                                                                    • Time with family top driver of entertainment choices by Asians
                                                                                      • Figure 37: Factors impacting entertainment choices, May 2014
                                                                                    • Asian parents choose events with educational or cultural value
                                                                                      • Figure 38: Factors impacting entertainment choices – At least somewhat important, by presence of children in household, May 2014
                                                                                    • Unacculturated Asians have high expectations for entertainment
                                                                                      • Figure 39: Factors impacting entertainment choices – At least somewhat important, by dominant culture, May 2014
                                                                                  • Impact of Asian Origin

                                                                                    • Key points
                                                                                      • Indian Americans are frequent party hosts
                                                                                        • Figure 40: In-home activities done at least once a month, by country, May 2014
                                                                                      • Indian Americans important market for gyms, bars, and charities
                                                                                        • Figure 41: Out-of-home activities done at least once a month, by country, May 2014
                                                                                      • Japanese Americans mirror non-Asians in entertainment preferences
                                                                                        • Figure 42: Events and activities attendance – Attended in the last 12 months, by country, May 2014
                                                                                      • More Indian Americans learn about restaurants and bars online
                                                                                        • Figure 43: Information sources for out-of-home entertainment, by country, May 2014
                                                                                      • Most Indian Americans typically choose Indian restaurants
                                                                                        • Figure 44: Out-of-home food choices, by country, May 2014
                                                                                      • Indian Americans demand more than fun from entertainment
                                                                                        • Figure 45: Factors impacting entertainment choices – At least somewhat important, by country, May 2014
                                                                                    • Whom Asians Spend Time With

                                                                                      • Key points
                                                                                        • Majority of Asians spend most non-work time with other Asians
                                                                                          • Figure 46: Whom Asians spend time with, May 2014
                                                                                        • Two thirds of acculturated Asians mainly socialize with non-Asians
                                                                                          • Figure 47: Whom Asians spend time with – Out of home (not at work), by dominant culture, May 2014
                                                                                        • Nearly one in five acculturated Asians live with non-English-dominant Asians
                                                                                          • Figure 48: Whom Asians spend time with – At home, by dominant culture, May 2014
                                                                                        • Asian moms spend more time with other Asians
                                                                                          • Figure 49: Whom Asians spend time with – Out of home (not at work), by gender and parents with children in household, May 2014
                                                                                      • Asian Values

                                                                                        • Key points
                                                                                          • There are no “Asian values,” but education and family come closest
                                                                                            • Figure 50: Asian values, May 2014
                                                                                          • Acculturated Asians find more agreement on Asian values
                                                                                            • Figure 51: Asian values, by dominant culture, May 2014
                                                                                            • Figure 52: Asian values, by country, May 2014
                                                                                        • Buying Power of Asian Americans

                                                                                          • Key points
                                                                                            • Asian American buying power growing the fastest
                                                                                              • Figure 53: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                              • Figure 54: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                              • Figure 55: Top 10 US states ranked by share of Asian buying power, 2013
                                                                                              • Figure 56: Top 10 states ranked by dollar amount of Asian buying power, 2013
                                                                                            • US household income distribution
                                                                                              • Figure 57: Median household income, by race/Hispanic origin of householder, 2012
                                                                                          • Demographics of Asians in America

                                                                                            • Key points
                                                                                              • Population trends
                                                                                                • Figure 58: Population by race and Hispanic origin, 2009-19
                                                                                                • Figure 59: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                • Figure 60: Population, by race and Hispanic origin, 1970-2020
                                                                                              • Share of births
                                                                                                • Figure 61: Distribution of births, by race of mother, 2002-12
                                                                                              • Asian American share of population by age
                                                                                                • Figure 62: Asian American share of population, by age, 2009-19
                                                                                              • US population by race/ethnicity and gender
                                                                                                • Figure 63: Women by race and Hispanic origin, 2009-19
                                                                                                • Figure 64: Men by race and Hispanic origin, 2009-19
                                                                                              • Asian American population by gender and age
                                                                                                • Figure 65: Age distribution of Asian women, 2009-19
                                                                                                • Figure 66: Age distribution of Asian men, 2009-19
                                                                                              • Characteristics
                                                                                                • Marital status
                                                                                                  • Figure 67: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                  • Figure 68: Marital status of Asians, by age, 2013
                                                                                                  • Figure 69: Marital status of Asians, by age, 2013
                                                                                                • Gender ratio
                                                                                                  • Figure 70: Gender ratio of Asians versus general population, by age, 2014
                                                                                                • Household size
                                                                                                  • Figure 71: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                • Children in the household
                                                                                                  • Figure 72: Households, by presence and ages of own children, 2013
                                                                                                • Generations
                                                                                                  • Figure 73: Generations, by race, 2014
                                                                                                  • Figure 74: Population, by race and generation, 2014
                                                                                                  • Figure 75: Distribution of generations, by race and Hispanic origin, 2014
                                                                                                • Asians by country of origin/heritage
                                                                                                  • Figure 76: Asian population, by country of origin/heritage, 2010
                                                                                                  • Figure 77: Asian Demographics, by country of origin/heritage, 2010
                                                                                                • Chinese (23% of Asian Americans)
                                                                                                  • Filipinos (20% of Asian Americans)
                                                                                                    • Indians (18% of Asian Americans)
                                                                                                      • Vietnamese (10% of Asian Americans)
                                                                                                        • Koreans (10% of Asian Americans)
                                                                                                          • Japanese (8% of Asian Americans)
                                                                                                            • Other (11% of Asian Americans)
                                                                                                              • Figure 78: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
                                                                                                            • Asian Americans by geographic concentration
                                                                                                              • Figure 79: Largest Asian groups by country of origin/ancestry, by region, 2010
                                                                                                            • States by Asian share of population
                                                                                                              • Figure 80: Asian population as a percent of total population by state, 2010
                                                                                                              • Figure 81: States ranked by Asian Share of Population, 2010
                                                                                                            • States with the most Asian population growth
                                                                                                              • Figure 82: Asian population rate of change by state, 2000-10
                                                                                                              • Figure 83: States ranked by change in Asian population, 2000-10
                                                                                                            • Key Asian American metropolitan areas
                                                                                                              • Figure 84: Metropolitan areas with the largest number of Asian residents, by country of origin/ancestry, 2010
                                                                                                              • Figure 85: Concentration of Asian Americans by county, 2010
                                                                                                            • Asians online
                                                                                                              • Figure 86: Frequency of internet use by race and Hispanic origin, 2010
                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                            • Asians’ entertainment expenditures
                                                                                                              • Figure 87: Monthly household entertainment expenditures, May 2014
                                                                                                              • Figure 88: Monthly household entertainment expenditures, by gender, May 2014
                                                                                                              • Figure 89: Monthly household entertainment expenditures, by household income, May 2014
                                                                                                              • Figure 90: Monthly household entertainment expenditures, by marital status, May 2014
                                                                                                              • Figure 91: Monthly household entertainment expenditures, by presence of children in household, May 2014
                                                                                                              • Figure 92: Monthly household entertainment expenditures, by gender and household income, May 2014
                                                                                                              • Figure 93: Monthly household entertainment expenditures, by country, May 2014
                                                                                                              • Figure 94: Monthly household entertainment expenditures, by region, May 2014
                                                                                                              • Figure 95: Monthly household entertainment expenditures, by dominant culture, May 2014
                                                                                                            • In-home activities
                                                                                                              • Figure 96: In-home activities done at least once a month, by gender, May 2014
                                                                                                              • Figure 97: In-home activities done at least once a month, by age, May 2014
                                                                                                              • Figure 98: In-home activities done at least once a month, by presence of children in household, May 2014
                                                                                                              • Figure 99: In-home activities done at least once a month, by gender and parents with children in household, May 2014
                                                                                                              • Figure 100: In-home activities done at least once a month, by region, May 2014
                                                                                                              • Figure 101: In-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
                                                                                                              • Figure 102: In-home activities done at least once a month, by Asian values, May 2014
                                                                                                            • Out-of-home activities
                                                                                                              • Figure 103: Out-of-home activities done at least once a month, by gender, May 2014
                                                                                                              • Figure 104: Out-of-home activities done at least once a month, by age, May 2014
                                                                                                              • Figure 105: Out-of-home activities done at least once a month, by presence of children in household, May 2014
                                                                                                              • Figure 106: Out-of-home activities done at least once a month, by gender and parents with children in household, May 2014
                                                                                                              • Figure 107: Out-of-home activities done at least once a month, by region, May 2014
                                                                                                              • Figure 108: Out-of-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
                                                                                                            • Information sources for out-of-home entertainment
                                                                                                              • Figure 109: Information sources for out-of-home entertainment, May 2014
                                                                                                              • Figure 110: Information sources for out-of-home entertainment, by age, May 2014
                                                                                                              • Figure 111: Information sources for out-of-home entertainment, by gender and household income, May 2014
                                                                                                              • Figure 112: Information sources for out-of-home entertainment, by region, May 2014
                                                                                                              • Figure 113: Information sources for out-of-home entertainment, by Asian values, May 2014
                                                                                                            • Out-of-home food choices
                                                                                                              • Figure 114: Out-of-home food choices, May 2014
                                                                                                              • Figure 115: Out-of-home food choices, by age, May 2014
                                                                                                              • Figure 116: Out-of-home food choices, by marital status, May 2014
                                                                                                              • Figure 117: Out-of-home food choices, by region, May 2014
                                                                                                              • Figure 118: Out-of-home food choices, by language spoken in home, May 2014
                                                                                                              • Figure 119: Out-of-home food choices, by Asian values, May 2014
                                                                                                            • Events and activities attendance
                                                                                                              • Attended in the last 12 months
                                                                                                                • Figure 120: Events and activities attendance – Attended in the last 12 months, by age, May 2014
                                                                                                                • Figure 121: Events and activities attendance – Attended in the last 12 months, by household income, May 2014
                                                                                                                • Figure 122: Events and activities attendance – Attended in the last 12 months, by education, May 2014
                                                                                                                • Figure 123: Events and activities attendance – Attended in the last 12 months, by gender and household income, May 2014
                                                                                                                • Figure 124: Events and activities attendance – Attended in the last 12 months, by region, May 2014
                                                                                                              • Plan to attend in the next 12 months
                                                                                                                • Figure 125: Events and activities attendance – Plan to attend in the next 12 months, by age, May 2014
                                                                                                                • Figure 126: Events and activities attendance – Plan to attend in the next 12 months, by household income, May 2014
                                                                                                                • Figure 127: Events and activities attendance – Plan to attend in the next 12 months, by gender and household income, May 2014
                                                                                                                • Figure 128: Events and activities attendance – Plan to attend in the next 12 months, by country, May 2014
                                                                                                                • Figure 129: Events and activities attendance – Plan to attend in the next 12 months, by region, May 2014
                                                                                                                • Figure 130: Events and activities attendance – Plan to attend in the next 12 months, by dominant culture, May 2014
                                                                                                              • Entertainment ticket buying behavior
                                                                                                                • Figure 131: Entertainment ticket buying behaviors, May 2014
                                                                                                                • Figure 132: Entertainment ticket buying behaviors, by age, May 2014
                                                                                                              • Factors impacting entertainment choices
                                                                                                                • Figure 133: Factors impacting entertainment choices – At least somewhat important, by gender, May 2014
                                                                                                                • Figure 134: Factors impacting entertainment choices – At least somewhat important, by age, May 2014
                                                                                                                • Figure 135: Factors impacting entertainment choices – At least somewhat important, by household income, May 2014
                                                                                                                • Figure 136: Factors impacting entertainment choices – At least somewhat important, by region, May 2014
                                                                                                                • Figure 137: Factors impacting entertainment choices – At least somewhat important, by years residing in the US, May 2014
                                                                                                                • Figure 138: Factors impacting entertainment choices – At least somewhat important, by Asian values, May 2014
                                                                                                              • Whom Asians spend time with
                                                                                                                • Figure 139: Whom Asians spend time with – Out of home (not at work), by age, May 2014
                                                                                                                • Figure 140: Whom Asians spend time with – At home, by spoken language preference, May 2014
                                                                                                              • Attitudes toward technology and the internet
                                                                                                                • Figure 141: Attitudes toward technology, by race, November 2012-December 2013
                                                                                                                • Figure 142: Attitudes toward lifestyles and the internet, by race, November 2012-December 2013
                                                                                                            • Appendix – Trade Associations

                                                                                                              Companies Covered

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                                                                                                              Asian American Lifestyles and Entertainment - US - September 2014

                                                                                                              US $3,995.00 (Excl.Tax)