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Asian Americans and Technology - US - March 2012

Asian purchasing power is rapidly growing, currently at $543 billion and expected to reach $775 billion by 2015. Asians' higher than average household incomes enable them to afford a variety of top-quality and big-ticket electronics, including the latest and most comprehensive smartphones, tablets, cameras, MP3 players, PCs, and home entertainment and communication products and services. Asians are also active internet users and shoppers, relying on the internet for product information and purchases of anything from apparel to travel to electronics. Yet, opportunities remain for technology marketers to offer non-stereotypical ads that engage Asian consumers.

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

  • ownership and purchase intent for a broad variety of technology devices and services, including portable and home entertainment, communications and computing
  • how Asian Americans use various types of technology devices, how much they spend, and what brands they prefer
  • Asians’ preferred online activities, including websites, social networking, and online purchasing
  • Asian-American attitudes towards technology, including up-and-coming portable and home electronics, 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
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • The Asian-American Technology Consumer
                      • Communicating on the go
                        • Entertainment on the go
                          • Home entertainment
                            • PCs
                              • The web
                                • Marketing strategies
                                  • U.S. Asian-American population
                                  • Insights and Opportunities

                                    • Reaching the consumer, avoiding stereotypes
                                      • The model minority—in a different way
                                        • Technology meets art
                                        • Inspire Insights

                                          • Trend: “Agelessness”
                                            • Trend: “Guiding Choice”
                                            • The Asian-American Technology Consumer

                                              • Key points
                                                • Who are the consumers?
                                                  • Affluent and English-speaking
                                                    • Technology ownership
                                                      • Young Asians own portable media, middle-aged Asians own home entertainment devices
                                                          • Figure 1: Types of technology that Asians own, by age, December 2011
                                                        • Affluent Asians own many types of technology
                                                            • Figure 2: Types of technology that Asians own, by household income, December 2011
                                                          • Middle-aged Asians own the most electronics
                                                            • Figure 3: Number of electronic products that Asians own, by age, December 2011
                                                          • Upper-income Asians own the most electronics
                                                              • Figure 4: Number of electronic products that Asians own, by household income, December 2011
                                                          • Communicating on the Go

                                                            • Key points
                                                              • Cell phones
                                                                • Asians most likely to own cell phones and spend more on them
                                                                  • Figure 5: Cell phone ownership and amount spent on the device, by race/Hispanic origin, February-September 2011
                                                                • Young Asians spend the most on cell phones
                                                                  • Figure 6: Amount spent on cell phone, by age, February-September 2011
                                                                • Asians index highest for most phone features
                                                                  • Figure 7: Cell phone features, by race/Hispanic origin, February-September 2011
                                                                • Asian men more likely to own several features on their cell phones
                                                                  • Figure 8: Cell phone features, by gender, February- September 2011
                                                                • Attitudes toward cell phones
                                                                  • Asians most likely to stick to a phone provider that they like
                                                                    • Figure 9: Attitudes towards cell phones, by race/Hispanic origin, February-September 2011
                                                                  • Brands
                                                                    • Asians prefer Samsung and iPhone
                                                                      • Figure 10: Cell phone/smartphone brands purchased, by race/Hispanic origin, February-September 2011
                                                                    • Providers
                                                                      • Asians prefer AT&T
                                                                        • Figure 11: Cell phone/smartphone providers used, by race/Hispanic origin, February-September 2011
                                                                      • Cell phone activities
                                                                        • Older Asians interested in barcode price comparisons
                                                                          • Figure 12: Cell phone activities conducted by Asian American consumers and activities they would like to try, by age, December 2011
                                                                      • Entertainment on the Go

                                                                        • Key points
                                                                          • MP3 players
                                                                            • Asians most likely to own multiple MP3 players
                                                                              • Figure 13: Likelihood of owning an MP3 player and number of players owned, by race/Hispanic origin, February-September 2011
                                                                            • Amount spent
                                                                              • Asians spend the most on MP3 players
                                                                                • Figure 14: Average amount spent on MP3/digital media player, by race/Hispanic origin, February-September 2011
                                                                              • Brand purchased
                                                                                • Most Asians own iPods, but index higher than average for SanDisk
                                                                                  • Figure 15: Brand of MP3 player owned, by race/Hispanic origin, February-September 2011
                                                                                • Digital tablets
                                                                                  • Asians most likely to own a digital tablet
                                                                                    • Figure 16: Tablet ownership and brands purchased, by race/Hispanic origin, February-September 2011
                                                                                  • eReaders
                                                                                    • Figure 17: Ownership of any eReader, tablet or other device, by race/Hispanic origin, January 2011
                                                                                  • E-book purchasing more popular among young Asians than older Asians
                                                                                    • Figure 18: Likelihood of purchasing an e-book online, by age and gender, December 2011
                                                                                  • Cameras
                                                                                    • Many Asians purchase high-priced cameras
                                                                                      • Figure 19: Camera ownership and amount spent on cameras, by race/Hispanic origin, February-September 2011
                                                                                    • Middle-aged Asians spend the most on cameras
                                                                                      • Figure 20: Camera ownership, by age, February-September 2011
                                                                                    • Asians prefer Canon and Nikon
                                                                                      • Figure 21: Brand of camera owned, by race/Hispanic origin, February- September 2011
                                                                                  • Home Entertainment

                                                                                    • Key points
                                                                                      • Equipment
                                                                                        • Young Asians most likely to own the latest home entertainment equipment
                                                                                          • Figure 22: Home entertainment products that Asians own or intend to buy, by age, December 2011
                                                                                        • Services
                                                                                          • Nearly three quarters of Asians have cable television
                                                                                            • Figure 23: Cable TV subscription, by race/Hispanic origin, February-September 2011
                                                                                          • Young Asians are the least brand loyal to home communication services
                                                                                            • Figure 24: Home entertainment services subscribed to, by age, December 2011
                                                                                          • DVRs
                                                                                            • Young Asians seem the least brand loyal to DVR services
                                                                                              • Figure 25: DVR ownership, by age, December 2011
                                                                                            • Asians are interested in personalized commercial viewing
                                                                                              • Figure 26: Attitudes toward DVRs, by age, December 2011
                                                                                            • Video games
                                                                                              • Asians least likely to play video games
                                                                                                • Figure 27: Video game ownership and types of video games played, by race/Hispanic origin, February-September 2011
                                                                                              • Older Asian women use social networking games and internet gaming sites
                                                                                                • Figure 28: Format of video games, by age and gender, December 2011
                                                                                            • PCs

                                                                                              • Key points
                                                                                                • Ownership and time spent on PC
                                                                                                  • Asians most likely to own PC and use it frequently
                                                                                                    • Figure 29: PC ownership and amount of time spent on PC, by race/Hispanic origin, February-September 2011
                                                                                                  • Older Asians spend a significant amount of time on a PC
                                                                                                    • Figure 30: Amount of time spent on PC at home, by age, February-September 2011
                                                                                                  • PC systems and accessories
                                                                                                    • Asians most likely to own Macs and a variety of peripherals
                                                                                                      • Figure 31: PC operating system owned, by race/Hispanic origin, February- September 2011
                                                                                                      • Figure 32: Peripherals/accessories owned, by race/Hispanic origin, February- September 2011
                                                                                                  • The Web

                                                                                                    • Key points
                                                                                                      • Online activities
                                                                                                        • Asians most likely of ethnicities to read sports websites
                                                                                                          • Figure 33: Online activities, by race/Hispanic origin, February-September 2011
                                                                                                        • Websites visited
                                                                                                          • Asians are the most likely to visit most websites
                                                                                                            • Figure 34: Websites visited in the past seven days, by race/Hispanic origin, February- September 2011
                                                                                                          • Young Asians are the most likely to visit online news sites
                                                                                                            • Figure 35: Online news sites accessed by Asians, by age, December 2011
                                                                                                          • Social networking
                                                                                                            • Young Asians spend the most time on social networking sites
                                                                                                              • Figure 36: Amount of time spent on social networking sites, by age, December 2011
                                                                                                            • Social networking via cell phone
                                                                                                              • A majority of Asians access social networking sites via mobile device
                                                                                                                • Figure 37: Likelihood of accessing social networking sites via cell phone/tablet, by age, December 2011
                                                                                                              • Young Asians upload photos and video to social networking sites via cell phone
                                                                                                                • Figure 38: Attitudes toward social networking apps, by age, December 2011
                                                                                                              • Online purchasing
                                                                                                                • Many Asians order online for delivery at least once a week
                                                                                                                  • Figure 39: Devices used for making online purchases, by the number of times purchased online, December 2011
                                                                                                                • Upper-income Asians are the most active online shoppers
                                                                                                                  • Figure 40: Devices used for making online purchases, by household income, December 2011
                                                                                                                • Young Asians are the most active online shoppers
                                                                                                                  • Figure 41: Devices used for making online purchases, by age and gender, December 2011
                                                                                                                • Types of online purchases
                                                                                                                  • A majority of Asian women aged 18-44 purchase clothing online
                                                                                                                    • Figure 42: Items purchased online, by gender and age, December 2011
                                                                                                                  • Online news portals are a means to reach Asian online shoppers
                                                                                                                    • Figure 43: Items purchased online, by online news sites read daily, December 2011
                                                                                                                  • Asians who visit LinkedIn daily are most likely to shop online
                                                                                                                    • Figure 44: Items purchased online, by social networking sites visited daily, December 2011
                                                                                                                  • Attitudes toward online videos and video ads
                                                                                                                    • Asians are open to online video ads
                                                                                                                      • Figure 45: Attitudes toward online videos and ads, by gender and age, December 2011
                                                                                                                  • Marketing Strategies

                                                                                                                    • Key points
                                                                                                                      • Language of advertising
                                                                                                                        • Television
                                                                                                                          • AT&T
                                                                                                                            • Figure 46: AT&T U-verse TV, January 2012
                                                                                                                          • Dell
                                                                                                                            • Figure 47: Dell healthcare, August - October 2011
                                                                                                                          • Verizon
                                                                                                                            • Figure 48: Verizon wireless sponsorship, March- April 2011
                                                                                                                          • Vonage
                                                                                                                            • Figure 49: Vonage international calling, August- September 2011
                                                                                                                          • Nook
                                                                                                                            • Figure 50: Barnes & Noble Nook eReader, December 2011
                                                                                                                          • Online
                                                                                                                            • Attitudes toward online advertising
                                                                                                                              • Figure 51: Type of online advertising, by purchasing influence on Asian viewers, December 2011
                                                                                                                            • Young Asians most receptive to internet advertising as informative tool
                                                                                                                              • Figure 52: Influence of online advertising, by gender and age, December 2011
                                                                                                                            • Websites
                                                                                                                              • Myx TV
                                                                                                                                • 8 Asians
                                                                                                                                  • Asian Central- “Stuff Asian People Like”
                                                                                                                                  • U.S. Asian American Population

                                                                                                                                    • Key points
                                                                                                                                      • Asian demographics
                                                                                                                                        • The Asian population is increasing
                                                                                                                                          • Figure 53: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                          • Figure 54: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                          • Figure 55: Population by race and Hispanic origin, 2006-16
                                                                                                                                        • U.S. Asian population
                                                                                                                                          • Asian population by age
                                                                                                                                            • Figure 56: U.S. Asian population by age, 2006-16
                                                                                                                                            • Figure 57: Total U.S. population by age, 2006-16
                                                                                                                                            • Figure 58: Generations, by race/Hispanic origin, 2011
                                                                                                                                          • U.S. Asian geographic concentration
                                                                                                                                            • Figure 59: Asian geographic concentration, by region, 2008
                                                                                                                                            • Figure 60: Top 10 states, by total Asian population and percentage of state total population, 2010
                                                                                                                                          • Asian purchasing power
                                                                                                                                            • Figure 61: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                            • Figure 62: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                            • Figure 63: Median household income by race and Hispanic origin of householder, 2010
                                                                                                                                            • Figure 64: Household income distribution for all households and Asian households, 2010
                                                                                                                                          • Asian buying power by state
                                                                                                                                            • Figure 65: Top 10 states, by Asian buying power, 2010
                                                                                                                                          • Generational insights among Asian consumers
                                                                                                                                            • Presence of children in the home
                                                                                                                                              • Figure 66: Households with children by race and Hispanic origin of householder, 2011
                                                                                                                                              • Figure 67: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                                                                                                                            • Average household size
                                                                                                                                              • Figure 68: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                            • Marital status of Asians
                                                                                                                                              • Figure 69: Marital status, by race and Hispanic origin, 2011
                                                                                                                                            • Top ethnicities
                                                                                                                                              • Figure 70: U.S. Asians by national origin, 2010
                                                                                                                                            • Languages spoken
                                                                                                                                              • Figure 71: U.S. Asian population aged 5 or older, by English proficiency, 2010
                                                                                                                                              • Figure 72: U.S. Asian population aged 5 or older, by language spoken at home, 2010
                                                                                                                                            • Asian cities and metropolitan areas
                                                                                                                                              • Figure 73: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                                                                                                                            • Asians’ educational attainment
                                                                                                                                              • Figure 74: Educational attainment of Asians aged 25 or older, by age, 2010
                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                              • Figure 75: Cell phone/smartphone brands purchased, by age, February-September 2011
                                                                                                                                              • Figure 76: Number of camcorders/video cameras owned, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                              • Figure 77: Amount spent on camcorders/video cameras, by race/Hispanic origin, April 2010 - June 2011
                                                                                                                                              • Figure 78: Likelihood of printing digital photos, by race/Hispanic origin, February-September 2011
                                                                                                                                              • Figure 79: Ways of playing video games, by household income, December 2011
                                                                                                                                              • Figure 80: Ways of playing video games, by household size, December 2011
                                                                                                                                              • Figure 81: Social networking sites accessed, by gender, December 2011
                                                                                                                                              • Figure 82: Attitudes toward social networking apps, by gender, December 2011
                                                                                                                                              • Figure 83: Attitudes toward online videos and ads, by household income, December 2011
                                                                                                                                              • Figure 84: Electronics stores shopped at, by race/Hispanic origin, April 2010 - June 2011
                                                                                                                                              • Figure 85: Items purchased online, by household income, December 2011
                                                                                                                                              • Figure 86: Top 10 states, by growth in Asian buying power, 1990-2010
                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • ALLTEL Corporation
                                                                                                                                            • Amazon North America
                                                                                                                                            • AOL
                                                                                                                                            • Apple, Inc
                                                                                                                                            • AT&T Wireless
                                                                                                                                            • Benetton Group
                                                                                                                                            • Canon (USA)
                                                                                                                                            • Casio, Inc.
                                                                                                                                            • Comcast Corporation
                                                                                                                                            • Craigslist
                                                                                                                                            • Domino's Pizza LLB
                                                                                                                                            • Eastman Kodak Company (USA)
                                                                                                                                            • ESPN, Inc.
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Foursquare
                                                                                                                                            • Google, Inc.
                                                                                                                                            • Hewlett-Packard Company
                                                                                                                                            • HTC
                                                                                                                                            • Kyocera Corporation
                                                                                                                                            • LinkedIn
                                                                                                                                            • Meijer
                                                                                                                                            • Microsoft Corporation
                                                                                                                                            • Motorola Mobility Holdings
                                                                                                                                            • Netflix, Inc.
                                                                                                                                            • Nikon Corp. (USA)
                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                            • Nokia Corporation (US)
                                                                                                                                            • Panasonic Corporation of North America
                                                                                                                                            • Peapod
                                                                                                                                            • Pentax (USA)
                                                                                                                                            • Polaroid Corporation
                                                                                                                                            • Research In Motion (USA)
                                                                                                                                            • Ricoh Company, Ltd
                                                                                                                                            • Samsung Electronics (USA)
                                                                                                                                            • SanDisk Corporation
                                                                                                                                            • Sanyo North America Corporation
                                                                                                                                            • Sega Corporation
                                                                                                                                            • Skype Technologies S.A.
                                                                                                                                            • Sony Corporation of America
                                                                                                                                            • Sony Ericsson (USA)
                                                                                                                                            • Sprint Nextel Corporation
                                                                                                                                            • T-Mobile USA
                                                                                                                                            • The New York Times Company
                                                                                                                                            • Time Warner Inc.
                                                                                                                                            • TiVo Inc
                                                                                                                                            • Toshiba Corporation (USA)
                                                                                                                                            • Toyota Motor Corporation USA
                                                                                                                                            • Turner Broadcasting System, Inc.
                                                                                                                                            • Twitter, Inc.
                                                                                                                                            • Verizon Wireless (Cellco)
                                                                                                                                            • Virgin Mobile Usa Llc
                                                                                                                                            • Vivitar Corporation
                                                                                                                                            • Vonage Holdings Corp.
                                                                                                                                            • Yahoo! Inc
                                                                                                                                            • YouTube, Inc.

                                                                                                                                            Asian Americans and Technology - US - March 2012

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