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Asian American Lifestyles - US - November 2009

Although accounting for only 4.6% of the total US population, Asian Americans boast the highest income and educational attainment of any US ethnicity. Some of wealthiest and most accomplished Americans are Asians, a group that can claim origins anywhere from Japan to India to Iran to Lebanon. With a median household income of $65,000, Asians currently possess $509 billion in purchasing power, which is projected to increase 47% by 2013. While they do not account for a huge share of American’s their substantive capital makes them a group to be explored by marketers— and in particular, by businesses offering luxury goods, the newest electronics, fine dining, and travel services.

This report provides an in-depth analysis into this lucrative ethnic group, and covers the following topics:

  • A demographic overview of Asian Americans, including population growth, earning power, educational attainment, degree of acculturation, and place of residence
  • Key issues and beliefs that influence Asian Americans, including the drive to succeed, the importance of family, adherence to traditions, and self-identity
  • Online purchasing trends for a variety of products, including entertainment, apparel, electronics, groceries, and more
  • Popular leisure activities, including use of the internet, travel, restaurants and bars, and more
  • Attitudes of Asians towards their finances and spending habits in this new economy

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Table of contents

  1. Scope and Themes

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

                  • Understanding the consumer
                    • Self-identity of the Asian American consumer
                      • Purchasing power and the new economy
                        • Shopping behavior for food and non-food items
                          • Attitudes towards dining out
                            • Leisure and media
                              • Online activities and purchases
                              • Insights and Opportunities

                                • Know your audience
                                  • Know the potential
                                    • Target and innovate
                                      • Promote by net
                                      • Inspire Insights

                                          • Trend: Retro-acculturation
                                            • What's it about?
                                              • What we've seen
                                                • Specifics
                                                  • Implications
                                                    • Trend: Non-Standard Society
                                                      • What's it about?
                                                        • What we've seen
                                                          • Specifics
                                                            • Implications
                                                            • Demographics of American Asians

                                                              • Key points
                                                                • U.S. population diversity
                                                                  • Figure 1: Population, by race/Hispanic origin, 1970-2020
                                                                  • Figure 2: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
                                                                  • Figure 3: Population, by race/Hispanic origin, 2004-14
                                                                • U.S. Asian population
                                                                  • Asian population by age
                                                                    • Figure 4: U.S. Asian population, by age, 2004-14
                                                                    • Figure 5: U.S. population, by age, 2004-14
                                                                    • Figure 6: Generations, by race/Hispanic origin, 2009
                                                                  • Identifying Asian Americans
                                                                    • U.S. Asian geographic concentration
                                                                      • Figure 7: Asian geographic concentration, by region, 2008
                                                                    • Asian population by state
                                                                      • Figure 8: Top 10 states, by total Asian population and percentage of state total population, 2008
                                                                    • Asian buying power by state
                                                                      • Figure 9: Top 10 states, by Asian buying power, 2008
                                                                    • Generational insights among Asian consumers
                                                                      • The Asian household
                                                                        • Average household size
                                                                          • Figure 10: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                        • Average Asian household size by nationality/ancestral group
                                                                          • Figure 11: Average Asian family and household size, by nationality/ancestral group, 2000
                                                                        • Marital status of Asians
                                                                          • Figure 12: Marital status of Asians, by age, 2008
                                                                          • Figure 13: U.S. population marital status, by age, 2008
                                                                        • Top ethnicities
                                                                          • Figure 14: U.S. Asian population, by nationality/ancestral group, 2008
                                                                        • Asian cities and metros
                                                                          • Figure 15: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                                                          • Figure 16: Percentage of Asian nationality/ancestral group, by city, 2000
                                                                      • Asian Americans and Education

                                                                        • Asians’ educational attainment
                                                                          • Figure 17: Educational attainment of Asians, 2004
                                                                        • Asians’ educational attainment by nationality
                                                                          • Figure 18: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
                                                                      • Self-identity of the Asian American Consumer

                                                                        • Key points
                                                                          • Cultural identity
                                                                            • U.S./non-U.S.-born
                                                                                • Figure 19: Level of cultural association—Asians, by U.S./non-U.S.-born, September 2009
                                                                              • By age
                                                                                  • Figure 20: Level of cultural association—Asians, by age, September 2009
                                                                                • Language preferences
                                                                                  • Figure 21: English speaking ability—Asians, by nationality/ancestral group, 2000
                                                                                • U.S./non-U.S.-born
                                                                                  • Figure 22: Language spoken at home—Asians, by U.S./non-U.S.-born, September 2009
                                                                                • Asian American women and beauty
                                                                                  • Sorting out the Asian American salad bowl
                                                                                  • Spending Power of Asian Americans

                                                                                    • Key points
                                                                                      • Asian American purchasing power
                                                                                        • Asian income and purchasing power
                                                                                          • Figure 23: Household income distribution for all households and Asian households, 2009
                                                                                          • Figure 24: Purchasing power, by race/Hispanic origin, 2008
                                                                                        • Household income by race/Hispanic origin
                                                                                          • Figure 25: Median household income, by race and Hispanic origin of householder, 2008
                                                                                        • Asian affluence
                                                                                          • Figure 26: Median household income, by top 10 Asian nationality/ancestral groups, 2000
                                                                                        • Asians in this new economy
                                                                                          • Asians’ attitudes towards their finances
                                                                                            • Figure 27: Perception of being better or worse off than a year ago—Asians, by household income, September 2009
                                                                                          • Financially solid by age
                                                                                            • Figure 28: Perception of being better or worse off than a year ago—Asians, by age, September 2009
                                                                                          • Financial stability by household size
                                                                                            • Figure 29: Perception of being better or worse off than a year ago—Asians, by household size, September 2009
                                                                                          • Home ownership
                                                                                            • Asian home ownership
                                                                                              • Figure 30: Home ownership rates in the 10 metropolitan statistical areas with the highest number of Asian Americans, 2008
                                                                                          • Shopping Behavior for Food and Non-food Items

                                                                                            • Key points
                                                                                              • Attitudes towards shopping
                                                                                                • Asians and non-Asians
                                                                                                  • Figure 31: Attitudes towards shopping, by race/Hispanic origin, April 2008-June 2009
                                                                                                • Asians’ preferences when shopping for food
                                                                                                  • By household income
                                                                                                    • Figure 32: Grocery retail channel—Asians, by household income, September 2009
                                                                                                  • U.S./non-U.S.-born
                                                                                                    • Figure 33: Grocery retail channel used for food shopping—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                  • By language preference
                                                                                                    • Figure 34: Grocery retail channel used for food shopping—Asians, by language spoken at home, September 2009
                                                                                                  • Shopping for food in today’s economy
                                                                                                    • By household income
                                                                                                      • Figure 36: Changes around food and the current economy—Asians, by household income, September 2009
                                                                                                    • By region
                                                                                                      • Figure 37: Changes around food and the current economy—Asians, by region, September 2009
                                                                                                    • By language preference
                                                                                                      • Figure 38: Changes around food and the current economy—Asians, by language spoken at home, September 2009
                                                                                                    • Food preferences
                                                                                                      • By household income
                                                                                                        • Figure 39: Likelihood of enjoying non-Asian cuisine—Asians, by household income, September 2009
                                                                                                      • By language
                                                                                                        • Figure 40: Likelihood of enjoying non-Asian cuisine—Asians, by language spoken at home, September 2009
                                                                                                      • Shopping for non-food items
                                                                                                        • By household income
                                                                                                          • Figure 41: Grocery retail channel used for non-food shopping—Asians, by household income, September 2009
                                                                                                        • By age
                                                                                                          • Figure 42: Grocery retail channel used for non-food shopping—Asians, by age, September 2009
                                                                                                        • By region
                                                                                                          • Figure 43: Grocery retail channel used for non-food shopping—Asians, by region, September 2009
                                                                                                      • Asians and Dining Out

                                                                                                        • Key points
                                                                                                          • Dining out frequency
                                                                                                            • By household income
                                                                                                              • Figure 44: Dining out frequency—Asians, by household income, September 2009
                                                                                                            • U.S./non-U.S.-born
                                                                                                              • Figure 45: Dining out frequency—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                            • The dining out adventure
                                                                                                              • U.S./non-U.S.-born
                                                                                                                • Figure 46: Frequency of new restaurant visits—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                              • By household income
                                                                                                                • Figure 47: Frequency of new restaurant visits—Asians, by household income, September 2009.
                                                                                                              • By age
                                                                                                                • Figure 48: Frequency of new restaurant visits—Asians, by age, September 2009
                                                                                                            • Leisure and Media Preferences

                                                                                                              • Key points
                                                                                                                • Leisure activities
                                                                                                                  • By age
                                                                                                                    • Figure 49: Leisure activities—Asians, by age, September 2009
                                                                                                                  • By gender
                                                                                                                    • Figure 50: Leisure activities—Asians, by gender, September 2009
                                                                                                                  • Television viewing preferences
                                                                                                                    • By language
                                                                                                                      • Figure 51: Television preferences—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                                    • By age
                                                                                                                      • Figure 52: Television preferences—Asians, by age, September 2009
                                                                                                                  • Asian Online Activities and Purchases

                                                                                                                    • Key points
                                                                                                                      • Consumers and the internet
                                                                                                                        • Figure 53: Attitudes towards the internet, by race/Hispanic origin, April 2008-June 2009
                                                                                                                      • Online activities of Asians
                                                                                                                        • By age
                                                                                                                          • Figure 54: Internet activities—Asians, by age, September 2009
                                                                                                                        • By language
                                                                                                                          • Figure 55: Internet activities—Asians, by language spoken at home, September 2009
                                                                                                                        • Online purchases by Asians
                                                                                                                          • By language
                                                                                                                            • Figure 56: Online purchases—Asians, by language spoken at home, September 2009
                                                                                                                          • By gender
                                                                                                                            • Figure 57: Online purchases—Asians, by gender, September 2009
                                                                                                                        • Advertising

                                                                                                                            • Health
                                                                                                                              • Figure 58: MD Anderson Cancer Center
                                                                                                                            • Insurance
                                                                                                                              • Figure 59: Mass Mutual Financial Group
                                                                                                                            • Fashion
                                                                                                                              • Figure 60: Eileen Fisher
                                                                                                                            • Financial services
                                                                                                                              • Figure 61: Allianz
                                                                                                                          • Cluster Analysis

                                                                                                                              • Printers
                                                                                                                                • Who they are
                                                                                                                                  • Opportunity
                                                                                                                                    • Frienders
                                                                                                                                      • Who they are
                                                                                                                                        • Opportunity
                                                                                                                                          • Homers
                                                                                                                                            • Who they are
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristics
                                                                                                                                                  • Figure 62: Asian American clusters, September 2009
                                                                                                                                                  • Figure 63: Changes around food and the current economy, by Asian American clusters, September 2009
                                                                                                                                                  • Figure 64: Leisure activities, by Asian American clusters, September 2009
                                                                                                                                                  • Figure 65: Internet activities, by Asian American clusters, September 2009
                                                                                                                                                • Cluster demographics
                                                                                                                                                  • Figure 66: Asian American clusters, by gender, September 2009
                                                                                                                                                  • Figure 67: Asian American clusters, by age, September 2009
                                                                                                                                                  • Figure 68: Asian American clusters, by household income, September 2009
                                                                                                                                                  • Figure 69: Asian-American clusters, by U.S./non-U.S.-born, September 2009
                                                                                                                                                  • Figure 70: Asian American clusters, by language spoken at home, September 2009
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                    • Figure 71: Median family income, by nationality/ancestral group, 2000
                                                                                                                                                    • Figure 72: U.S./non-U.S.-born, by age, September 2009
                                                                                                                                                    • Figure 73: Leisure activities—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                                                                    • Figure 74: Online activities—Asians, by household income, September 2009
                                                                                                                                                    • Figure 75: Mean cultural association and cuisine preference—Asians, by U.S./non-U.S.-born, September 2009
                                                                                                                                                    • Figure 76: Attitudes towards apparel shopping, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                    • Figure 77: Foreign travel, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                    • Figure 78: Expenditures on foreign travel, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Allianz Group
                                                                                                                                                  • Amy's Kitchen, Inc.
                                                                                                                                                  • Asian American Advertising Foundation
                                                                                                                                                  • Asian American Alliance
                                                                                                                                                  • Asian Real Estate Association of America
                                                                                                                                                  • Avon North America
                                                                                                                                                  • Bank of America Corporation
                                                                                                                                                  • Chipotle Mexican Grill Inc.
                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                  • Darden Restaurants Inc.
                                                                                                                                                  • Deutsche Lufthansa AG
                                                                                                                                                  • Ford Motor Company (USA)
                                                                                                                                                  • Google, Inc.
                                                                                                                                                  • Intel Corporation
                                                                                                                                                  • Internet Society International (ISOC)
                                                                                                                                                  • Mary Kay Inc.
                                                                                                                                                  • McAfee, Inc.
                                                                                                                                                  • McDonald's Corporation
                                                                                                                                                  • McDonald's U.S.A.
                                                                                                                                                  • MSN (USA)
                                                                                                                                                  • National Telecommunications and Information Association (NTIA)
                                                                                                                                                  • Netflix, Inc.
                                                                                                                                                  • Newspaper Association of America
                                                                                                                                                  • Nike
                                                                                                                                                  • Nintendo of America Inc.
                                                                                                                                                  • Papa John's International, Inc.
                                                                                                                                                  • SAM's Club
                                                                                                                                                  • Sears Holdings Corporation
                                                                                                                                                  • Southwest Airlines Co.
                                                                                                                                                  • Staples, Inc
                                                                                                                                                  • Target Corporation
                                                                                                                                                  • The New York Times Company
                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                  • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                  • US Department of Commerce
                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                                  • Yahoo! Inc
                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                  Asian American Lifestyles - US - November 2009

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