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Asian Americans and Technology - US - February 2010

While the Asian American audience may not be large, at under 5% of the US population, their comparatively high incomes and high levels of education make them an important consumer audience – particularly when it comes to technology products and services. Asian Americans are enthusiastic adopters of virtually all types of technology products, with 95% owning PCs (as compared to 83% of the overall population). With strong levels of interest in keeping up with technology, buying new gadgets and networking with friends about high-tech products, Asian Americans are a particularly valuable “early adopter” audience for technology.

In this report, Mintel analyzes Asian Americans’ ownership, behavior and preferences regarding various types of technology products and services, including the following topics:

  • Ownership and purchase intent for a broad variety of technology devices, including home entertainment, communications and computing products
  • How Asian Americans use various types of technology devices
  • How Asian Americans connect via the web
  • Asian American attitudes towards technology, including how they buy technology products and their responsiveness to marketing and advertising tactics
  • Key demographics for Asian Americans, including population growth trends, earning power, educational attainment, degree of acculturation, and regional distribution

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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

                  • Asians embrace mobility
                    • Taking content to go
                      • PCs predominate
                        • Traditional media less appealing than digital?
                          • The web is a lifeline for Asians
                            • Highly educated shoppers
                              • Understanding the consumer
                              • Insights and Opportunities

                                • Focus on solutions and information, not culture
                                  • Position PCs as the hub
                                    • Focus on photography
                                    • Inspire Insights

                                        • Trend: Local Knowledge
                                          • What’s it about?
                                            • What we’ve seen
                                              • Specifics
                                                • Implications
                                                  • Trend: You Are In Control
                                                    • What’s it about?
                                                      • What we’ve seen
                                                        • Specifics
                                                          • Implications
                                                          • Communicating on the Go

                                                            • Key points
                                                              • Cellphone ownership by Asians
                                                                • Figure 1: Cellphone ownership and spending on last cellphone bill, by race/Hispanic origin, July 2008-March 2009
                                                                • Figure 2: Cellphone ownership, Asians by key demographics, December 2009
                                                              • Cellphone activities by Asians – usage and interest
                                                                • Cellphone activities of Asians by age
                                                                  • Figure 3: Cellphone activities, Asians by age, December 2009
                                                                  • Figure 4: Cellphone activities not used but of interest, Asians by age, December 2009
                                                                • Cellphone activities of Asians by origin and language spoken
                                                                  • Figure 5: Cellphone activities, Asians by U.S. or non-U.S. born, december 2009
                                                                  • Figure 6: Cellphone activities, Asians by language spoken at home, december 2009
                                                              • Entertainment and Content on the Go

                                                                • Key points
                                                                  • Portable entertainment – ownership and planning ahead
                                                                    • Portable entertainment ownership/interest by gender
                                                                      • Figure 7: Portable entertainment devices owned, Asians by gender, December 2009
                                                                      • Figure 8: Portable entertainment devices – interested in buying, Asians by gender, December 2009
                                                                    • Portable entertainment ownership/interest by age
                                                                      • Figure 9: Portable entertainment devices owned, Asians by age, December 2009
                                                                      • Figure 10: Portable entertainment devices – interested in buying, Asians by age, December 2009
                                                                    • Portable entertainment ownership/interest by household income
                                                                      • Figure 11: Portable entertainment devices owned, Asians by household income, December 2009
                                                                      • Figure 12: Portable entertainment devices – interested in buying, Asians by household income, December 2009
                                                                    • Portable entertainment ownership/interest by U.S. born/non-U.S. born
                                                                      • Figure 13: Portable entertainment devices owned, Asians by U.S. or non-U.S. born, December 2009
                                                                    • Portable entertainment ownership/interest by language spoken at home
                                                                      • Figure 14: Portable entertainment devices owned, Asians by language spoken at home, December 2009
                                                                      • Figure 15: Portable entertainment devices – interested in buying, Asians by language spoken at home, December 2009
                                                                    • Portable entertainment – MP3 players
                                                                      • Overall MP3 player ownership by race/Hispanic origin
                                                                        • Figure 16: MP3 ownership, intention to buy and average purchase price, by race/Hispanic origin and Asians by age and HH income, April 2008-June 2009
                                                                      • MP3 player features used
                                                                        • Figure 17: MP3 player features available, by race/Hispanic origin, April 2008-June 2009
                                                                        • Figure 18: MP3 player features available, Asians by age, April 2008-June 2009
                                                                      • Portable entertainment – gaming
                                                                        • Asian gaming device usage, by gender
                                                                          • Figure 19: Mobile gaming by Asians by device used, by gender, December 2009
                                                                        • Asian gaming device usage, by age
                                                                          • Figure 20: Mobile gaming by Asians by device used, by age, December 2009
                                                                        • Asian gaming device usage, by U.S. or non-U.S. born
                                                                          • Figure 21: Mobile gaming by Asians by device used, by U.S. or non-U.S. born, December 2009
                                                                        • Asian gaming device usage, by language spoken at home
                                                                          • Figure 22: Mobile gaming by Asians by device used, by language spoken at home, December 2009
                                                                        • Cameras
                                                                          • Ownership by Asians
                                                                            • Figure 23: Still camera ownership and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
                                                                          • Type of camera owned
                                                                            • Figure 24: Digital camera ownership (point and shoot vs SLR) and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
                                                                        • Computing

                                                                          • Key points
                                                                            • Overall PC ownership by race/Hispanic origin
                                                                              • Figure 25: PC ownership, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
                                                                              • Figure 26: Number of PCs owned by household, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
                                                                            • Expenditure on a personal computer by race/Hispanic origin
                                                                              • Figure 27: Mean spending on last PC purchased, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
                                                                            • Ownership and planning ahead for PCs and related products
                                                                              • Ownership and planning ahead by gender
                                                                                • Figure 28: PCs and related products owned, Asians by gender, December 2009
                                                                                • Figure 29: PCs and related products - interested in buying, Asians by gender, December 2009
                                                                              • Ownership and planning ahead by age
                                                                                • Figure 30: PCs and related products owned, Asians by age, December 2009
                                                                                • Figure 31: PCs and related products - interested in buying, Asians by age, December 2009
                                                                              • Ownership and planning ahead by household income
                                                                                • Figure 32: PCs and related products owned, Asians by household income, December 2009
                                                                                • Figure 33: PCs and related products – interested in buying, Asians by household income, December 2009
                                                                              • Ownership and planning ahead by U.S. or non-U.S. born
                                                                                • Figure 34: PCs and related products owned, Asians by U.S. or non-U.S. born, December 2009
                                                                                • Figure 35: PCs and related products interested in buying, Asians by U.S. or non-U.S. born, December 2009
                                                                              • Ownership and planning ahead by language spoken at home
                                                                                • Figure 36: PCs and related products owned, Asians by language spoken at home, December 2009
                                                                                • Figure 37: PCs and related products – interested in buying, Asians by language spoken at home, December 2009
                                                                              • Activities performed on PCs by Asians
                                                                                • Figure 38: PC application usage, by race/Hispanic origin, November 2008-June 2009
                                                                                • Figure 39: PC application usage by Asians, by age and income groups, November 2008-June 2009
                                                                            • Entertainment at Home

                                                                              • Key points
                                                                                • Home entertainment
                                                                                  • Ownership and planning ahead
                                                                                    • Home entertainment ownership/interest by age
                                                                                      • Figure 40: Home entertainment devices owned by Asians, by age, December 2009
                                                                                      • Figure 41: Home entertainment devices – interested in buying, Asians by age, December 2009
                                                                                    • Home entertainment ownership by household income
                                                                                      • Figure 42: Home entertainment devices owned by Asians, by household income, December 2009
                                                                                    • Home entertainment ownership by language spoken at home
                                                                                      • Figure 43: Home entertainment devices owned by Asians, by language spoken at home, December 2009
                                                                                    • Videogame playing
                                                                                      • Men more likely gamers, except on social networking sites
                                                                                        • Figure 44: Ways that Asians play videogames, by gender, December 2009
                                                                                      • While youngest Asians are key, there are older gamers
                                                                                        • Figure 45: Ways that Asians play videogames, by age, December 2009
                                                                                      • Home communication services used
                                                                                        • More mobility in younger groups limiting services used
                                                                                          • Figure 46: Home communication services subscribed to by Asians, by age, December 2009
                                                                                        • Household income a major determinant of service usage
                                                                                          • Figure 47: Home communication services subscribed to by Asians, by household income, December 2009
                                                                                        • Communication service usage in the Asian household by U.S. or non-U.S. born
                                                                                          • Figure 48: Home communication services subscribed to by Asians, by U.S. or non-U.S. born, December 2009
                                                                                        • DVR usage and attitudes among Asians
                                                                                          • Women more likely to use DVRs to skip commercials
                                                                                            • Figure 49: Asian attitudes and behavior regarding DVR usage, by gender, December 2009
                                                                                        • The Web

                                                                                          • Key points
                                                                                            • Social networking
                                                                                                • Figure 50: Social networking, number of profiles owned and hours per week used, Asians by key demographics, December 2009
                                                                                              • Videos over the web
                                                                                                • Attitudes towards online video by age
                                                                                                  • Figure 51: Asian attitudes towards online video, by age, December 2009.
                                                                                                • Online activities and purchases
                                                                                                  • General online activities
                                                                                                    • Age largely not a determinant for Asians’ online activity
                                                                                                      • Figure 52: Online activities by Asians, by age, December 2009
                                                                                                    • Language spoken at home impacts online activities
                                                                                                      • Figure 53: Online activities by Asians, by language spoken at home, December 2009
                                                                                                    • Online entertainment activities
                                                                                                      • Asian online entertainment activities skew younger
                                                                                                        • Figure 54: Online entertainment activities by Asians, by age, December 2009
                                                                                                      • Asian online entertainment activities by language spoken at home
                                                                                                        • Figure 55: Online activities by Asians, by language spoken at home, December 2009
                                                                                                      • Online purchases by Asians – technology and entertainment products
                                                                                                        • Technology and entertainment products are researched online but where is the purchase?
                                                                                                          • Figure 56: Technology and entertainment products purchased online by Asians, by gender, December 2009
                                                                                                        • Online technology and entertainment purchases are driven by lifestage
                                                                                                          • Figure 57: Technology and entertainment products purchased online by Asians, by age, December 2009
                                                                                                        • Lower household income means higher technology and entertainment purchases online
                                                                                                          • Figure 58: Technology and entertainment products purchased online by Asians, by household income, December 2009
                                                                                                        • Language, a determining factor in purchasing technology but not entertainment products online
                                                                                                          • Figure 59: Technology and entertainment products purchased online by Asians, by language spoken at home, December 2009
                                                                                                        • Online purchases by Asians – miscellaneous products
                                                                                                          • Asian women dominate online purchase of miscellaneous products
                                                                                                            • Figure 60: Miscellaneous products purchased online by Asians, by gender, December 2009
                                                                                                          • Older Asians most likely to buy travel services online
                                                                                                            • Figure 61: Miscellaneous products purchased online by Asians, by age, December 2009
                                                                                                          • Less English spoken means less online purchasing
                                                                                                            • Figure 62: Miscellaneous products purchased online by Asians, by language spoken at home, December 2009
                                                                                                        • Attitudes Towards Technology and Buying Behavior

                                                                                                          • Key points
                                                                                                            • General shopping behavior
                                                                                                              • General shopping behavior by race/Hispanic origin
                                                                                                                • Figure 63: General shopping behavior, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Asians’ general shopping behavior by age and household income
                                                                                                                • Figure 64: General shopping behavior, Asians by age, April 2008-June 2009
                                                                                                                • Figure 65: General shopping behavior, Asians by household income, April 2008-June 2009
                                                                                                              • Attitudes towards technology purchases
                                                                                                                • Attitudes towards technology purchases by race/Hispanic origin
                                                                                                                  • Figure 66: Attitudes towards technology purchases, by race/Hispanic origin, April 2008-June 2009
                                                                                                                • Asian attitudes towards technology purchases by age and household income
                                                                                                                  • Figure 67: Attitudes and behavior when shopping for technology/electronics, Asians by age, April 2008-June 2009
                                                                                                                  • Figure 68: Attitudes and behavior when shopping for technology/electronics, Asians by household income, April 2008-June 2009
                                                                                                                • Frequency of shopping at home electronics stores
                                                                                                                  • Figure 69: Frequency of visits to home electronics stores during the past month, by race/Hispanic origin, April 2008-June 2009
                                                                                                              • Marketing and Advertisements

                                                                                                                • Key points
                                                                                                                  • Effectiveness of advertisements
                                                                                                                    • The Asian consumer mindset
                                                                                                                      • Figure 70: Impact of interactive advertising on Asians, by type of advertising, December 2009
                                                                                                                    • Asian males slightly more open to interactive ads
                                                                                                                      • Figure 71: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by gender, December 2009
                                                                                                                    • Oldest respondents least likely to respond to most of the types of ads
                                                                                                                      • Figure 72: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by age, December 2009
                                                                                                                    • Television
                                                                                                                      • Viewing preferences
                                                                                                                        • U.S. or non-U.S. born impacts TV preferences
                                                                                                                          • Figure 73: Television preferences, Asians, by U.S. or non-U.S. born, September 2009
                                                                                                                        • Younger Asians tuning into Asian TV
                                                                                                                          • Figure 74: Television language preferences, Asians, by age, September 2009
                                                                                                                        • Advertisements
                                                                                                                          • AT&T
                                                                                                                            • Figure 75: AT&T U-Verse ad, June 2009
                                                                                                                          • Hewlett-Packard
                                                                                                                            • Figure 76: HP Pavilion ad, March 2008
                                                                                                                          • MetroPCS
                                                                                                                            • Figure 77: MetroPCS ad, January 2010
                                                                                                                          • Sony
                                                                                                                            • Figure 78: Sony VAIO ad, November 2009
                                                                                                                        • Demographics of Asian Americans

                                                                                                                          • Key points
                                                                                                                            • U.S. population diversity
                                                                                                                              • Figure 79: Population, by race/Hispanic origin, 1970-2020
                                                                                                                              • Figure 80: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Figure 81: Population, by race/Hispanic origin, 2004-14
                                                                                                                            • U.S. Asian population
                                                                                                                              • Asian population by age
                                                                                                                                • Figure 82: U.S. Asian population, by age, 2004-14
                                                                                                                                • Figure 83: U.S. population, by age, 2004-14
                                                                                                                                • Figure 84: Generations, by race/Hispanic origin, 2009
                                                                                                                              • Identifying Asian Americans
                                                                                                                                • U.S. Asian geographic concentration
                                                                                                                                  • Figure 85: Asian geographic concentration, by region, 2008
                                                                                                                                  • Figure 86: Top 10 states, by total Asian population and percentage of state total population, 2008
                                                                                                                                • Asian buying power by state
                                                                                                                                  • Figure 87: Top 10 states, by Asian buying power, 2008
                                                                                                                                • Generational insights among Asian consumers
                                                                                                                                  • The Asian household
                                                                                                                                    • Average household size
                                                                                                                                      • Figure 88: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                    • Average Asian household size by nationality/ancestral group
                                                                                                                                      • Figure 89: Average Asian family and household size, by nationality/ancestral group, 2000
                                                                                                                                    • Marital status of Asians
                                                                                                                                      • Figure 90: Marital status of Asians, by age, 2008
                                                                                                                                      • Figure 91: U.S. population marital status, by age, 2008
                                                                                                                                    • Top ethnicities
                                                                                                                                      • Figure 92: U.S. Asian population, by nationality/ancestral group, 2008
                                                                                                                                    • Asian cities and metros
                                                                                                                                      • Figure 93: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                                                                                                                      • Figure 94: Percentage of Asian nationality/ancestral group, by city, 2000
                                                                                                                                    • Asian Americans and education
                                                                                                                                      • Asians’ educational attainment
                                                                                                                                        • Figure 95: Educational attainment of Asians, 2004
                                                                                                                                      • Asians’ educational attainment by nationality
                                                                                                                                        • Figure 96: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
                                                                                                                                      • Asian American employment by industry
                                                                                                                                        • Technology plays an important role in Asian employment
                                                                                                                                          • Figure 97: Top 10 technology companies using H-1B Visas, 2000-09
                                                                                                                                          • Figure 98: Employment by industry, by race/Hispanic origin, 2008
                                                                                                                                        • Asian American purchasing power
                                                                                                                                          • Asian income and purchasing power
                                                                                                                                            • Figure 99: Household income distribution for all households and Asian households, 2009
                                                                                                                                            • Figure 100: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                          • Household income by race/Hispanic origin
                                                                                                                                            • Figure 101: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                          • Asian affluence, by nationality/ancestral group
                                                                                                                                            • Figure 102: Median household income, by top 10 Asian nationality/ancestral groups, 2000
                                                                                                                                          • Asians in this new economy
                                                                                                                                            • Figure 103: U.S. unemployment rates by race/Hispanic origin, August 2009-December 2009
                                                                                                                                          • Asians’ attitudes towards their finances
                                                                                                                                            • Figure 104: Perception of being better or worse off than a year ago – Asians, by household income, September 2009
                                                                                                                                          • Financially solid by age
                                                                                                                                            • Figure 105: Perception of being better or worse off than a year ago – Asians, by age, September 2009
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • Off-liners
                                                                                                                                              • Doers
                                                                                                                                                • Dabblers
                                                                                                                                                  • Cluster characteristics
                                                                                                                                                    • Figure 106: Asian Americans and technology clusters, December 2009
                                                                                                                                                    • Figure 107: Online video watching preferences by Asian Americans and technology clusters, December 2009
                                                                                                                                                    • Figure 108: Online activities conducted by Asian Americans and technology clusters, December 2009
                                                                                                                                                  • Cluster demographics
                                                                                                                                                    • Figure 109: Asian Americans and technology clusters, by gender, December 2009
                                                                                                                                                    • Figure 110: Asian Americans and technology clusters, by age group, December 2009
                                                                                                                                                    • Figure 111: Asian Americans and technology clusters, by household income group, December 2009
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                    • Cellphone activities of Asians by household income
                                                                                                                                                      • Figure 112: Cellphone activities used, Asians by household income, december 2009
                                                                                                                                                      • Figure 113: Cellphone activities, not used but of interest, Asians by household income, december 2009
                                                                                                                                                    • Asian gaming device usage, by household income
                                                                                                                                                      • Figure 114: Mobile gaming by Asians by device used, by household income, December 2009
                                                                                                                                                    • Home entertainment ownership/interest by gender
                                                                                                                                                      • Figure 115: Home entertainment devices owned by Asians, by gender, December 2009
                                                                                                                                                    • Home entertainment ownership by U.S. or non-U.S. born
                                                                                                                                                      • Figure 116: Home entertainment devices owned by Asians, by U.S. or non-U.S. born, December 2009
                                                                                                                                                    • Ways that Asians play videogames – by household income
                                                                                                                                                      • Figure 117: Ways that Asians play videogames, by household income, December 2009
                                                                                                                                                    • DVR usage and attitudes, by language spoken at home
                                                                                                                                                      • Figure 118: Asian attitudes and behavior regarding DVR usage, by language spoken at home, December 2009
                                                                                                                                                    • Miscellaneous product purchases, by household income
                                                                                                                                                      • Figure 119: Miscellaneous products purchased online by Asians, by household income, December 2009
                                                                                                                                                    • Miscellaneous product purchases, by U.S. or non-U.S. born
                                                                                                                                                      • Figure 120: Miscellaneous products purchased online by Asians, by U.S. or non-U.S. born, December 2009
                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Acer Inc.
                                                                                                                                                    • Amazon North America
                                                                                                                                                    • American Electronics Association
                                                                                                                                                    • Asian American Advertising Foundation
                                                                                                                                                    • Asian American Alliance
                                                                                                                                                    • AT&T Inc.
                                                                                                                                                    • Best Buy stores (USA)
                                                                                                                                                    • Cellular Telecommunications and Internet Association (CTIA)
                                                                                                                                                    • Comcast Corporation
                                                                                                                                                    • Consumer Electronics Association
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Friendster Inc
                                                                                                                                                    • Google, Inc.
                                                                                                                                                    • Hewlett-Packard Company
                                                                                                                                                    • IBM USA (International Business Machines)
                                                                                                                                                    • Infosys Technologies Limited
                                                                                                                                                    • Intel Corporation
                                                                                                                                                    • Internet Society International (ISOC)
                                                                                                                                                    • LinkedIn
                                                                                                                                                    • Microsoft USA
                                                                                                                                                    • MySpace.com
                                                                                                                                                    • National Telecommunications and Information Association (NTIA)
                                                                                                                                                    • Netflix, Inc.
                                                                                                                                                    • Newspaper Association of America
                                                                                                                                                    • Oracle Corporation
                                                                                                                                                    • Photo Marketing Association International
                                                                                                                                                    • Software & Information Industry Association (SIIA)
                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                    • The DIRECTV Group Inc.
                                                                                                                                                    • Time Warner Inc.
                                                                                                                                                    • TiVo Inc
                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                    • US Department of Commerce
                                                                                                                                                    • Vera Wang
                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                    • Yahoo! Inc
                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                    Asian Americans and Technology - US - February 2010

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