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Asians and Entertainment - US - July 2012

The spending power of Asians is soaring, and is expected to climb from $543 billion in 2010 to $775 billion by 2015. Asians have much higher median household incomes, a result of higher than average educational attainment and a greater likelihood of employment in high-paying sectors. Asians also tend to be married, leading to combined salaries. Higher incomes allow for greater discretionary income and an increased ability to consume entertainment products and activities. U.S. Census Bureau data show the Asian population surpassing 17 million by 2017, reflecting a 28.3% increase from 2007. Understanding the growing economic power of Asian Americans and how they engage in different forms of entertainment will help marketers capture, maintain and expand their business among this increasingly important consumer group.

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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 market
                        • Market factors
                          • Figure 1: Asians’ average monthly household expenditure on entertainment, by household income, April 2012
                        • Influencers when selecting an entertainment activity
                          • Figure 2: Top five reasons that guide consumers in selecting events, by age, April 2012
                        • Entertainment activities Asians engage in
                          • Figure 3: Asians’ top five entertainment activities, by level of engagement, April 2012
                        • Televised sports preferences of Asian adults
                          • Figure 4: Top ten sports viewed on television in the last 12 months, by all respondents and Asian consumers, April 2012
                        • Movie preferences of Asian adults
                          • Figure 5: Top ten types of films viewed at a movie theater in the last six months, by race/Hispanic origin, October 2010-November 2011
                        • Websites visited
                          • Figure 6: Top ten websites visited each month by Asians, October 2010-November 2011
                        • Games and toys
                          • Figure 7: Top five games/toys purchased by Asians in the last 12 months, October 2010-November 2011
                        • The consumer
                          • U.S. Asian population
                            • Figure 8: Population, by race/Hispanic origin, 2007-17
                          • Asian household income
                            • Figure 9: Household income distribution for all households and Asian households, 2010
                          • What we think
                          • Issues in the Market

                              • Are Asians cost-conscious on entertainment or simply bargain seekers?
                                • Can non-family friendly events be marketed to a family-focused consumer?
                                  • Are entertainment marketers properly targeting Asian women?
                                  • Insights and Opportunities

                                    • Asian actors could strengthen a struggling box office
                                      • Asian adults prefer some toys and games more than children
                                      • Inspire Insights

                                          • Trend: Immaterial World
                                            • Trend: Switch Off
                                            • The Asian-American Entertainment Consumer

                                              • Key points
                                                • Household expenditure on entertainment
                                                  • Affluence is a key factor in monthly entertainment spending
                                                    • Figure 10: Asians’ monthly household expenditure on entertainment, by household income, April 2012
                                                  • Household expenditure by types of entertainment activities
                                                    • Cost does not greatly impact Asians’ entertainment choices
                                                        • Figure 11: Asians’ monthly household expenditure on museums, arts, and musical entertainment, by events and places, April 2012
                                                      • Asians who spend heavily on entertainment attend film festivals
                                                        • Figure 12: Asians’ monthly household expenditure on various forms of out-of-home entertainment, by events and places, April 2012
                                                      • Sporting events and book fairs are also well-attended by big entertainment spenders
                                                          • Figure 13: Asians’ monthly household expenditure on literary, sporting, and charity events and other forms of entertainment, by events and places, April 2012
                                                        • Asians spend largely on culturally connected entertainment
                                                            • Figure 14: Asian monthly household expenditure on live concerts and feature films, by events and places, April 2012
                                                            • Figure 15: Asians’ monthly household expenditure on culturally themed entertainment and charity events, by events and places, April 2012
                                                          • Reasons that guide entertainment selections
                                                              • Figure 16: Factors that guide Asian consumers in selecting out-of-home events, by age, April 2012
                                                              • Figure 17: Socioeconomic factors that guide Asian consumers in selecting events, by age, April 2012
                                                              • Figure 18: Factors that guide Asian consumers in selecting various out-of-home events, by age, April 2012
                                                            • Children greatly influence the entertainment choices of Asian parents
                                                              • Figure 19: Likelihood of children’s influence on Asian consumers in selecting events, by gender, April 2012
                                                              • Figure 20: importance of children’s influence on Asian consumers in selecting events, by gender, April 2012
                                                          • Entertainment Activities

                                                            • Key points
                                                              • Preferred entertainment activities and consumption habits
                                                                • Asian adults are discerning in their out-of-home entertainment decisions
                                                                    • Figure 21: Types and frequency of participation in various entertainment activities, April 2012
                                                                  • Books and films
                                                                    • Figure 22: Types and frequency of at-home forms of entertainment, by age, April 2012
                                                                  • Bars and nightclubs are frequented only occasionally
                                                                    • Figure 23: Likelihood of going to a bar/nightclub, by frequency, April 2012
                                                                    • Figure 24: Frequency of going to a bar/nightclub, by gender and age, April 2012
                                                                  • Fitness, shopping, and other leisure activities
                                                                    • Age and gender determine engagement levels in various activities
                                                                      • Figure 25: Types and frequency of participation in various out-of-home entertainment activities, by gender and age, April 2012
                                                                    • Younger Asian men are avid movie goers
                                                                      • Figure 26: Types and frequency of participation in various social activities, by gender and age, April 2012
                                                                    • Sports
                                                                      • Asians are avid viewers of basketball, tennis and gymnastics
                                                                        • Figure 27: Frequency of sports viewed on television in the last 12 months, by race/Hispanic origin, April 2012
                                                                      • Older Asian men are the most avid viewers of televised sports
                                                                        • Figure 28: Frequency of sports viewed on television in the last 12 months, by gender and age, April 2012
                                                                      • Asian men are more likely to take part in sports activities
                                                                        • Figure 29: Incidence of participating in sports activities, by gender and age, April 2012
                                                                      • Books and e-books
                                                                        • Asians are the second group of consumers to most likely purchase books
                                                                          • Figure 30: Likelihood of purchasing a book in the last 12 months, types of books, and source of books purchased, by race/Hispanic origin, October 2010-November 2011
                                                                        • Asian women more likely to purchase books
                                                                          • Figure 31: Likelihood, incidence, and types of books purchased in the last 12 months, by gender, October 2010-November 2011
                                                                        • Younger Asian more likely to purchase a book
                                                                          • Figure 32: Likelihood of purchasing a book in the last 12 months, by age, October 2010-November 2011
                                                                        • The impact of children on the purchase of books
                                                                          • Figure 33: Likelihood and format of book purchased in the last 12 months, by presence of children in the home, October 2010-November 2011
                                                                        • Asian consumers are more likely to purchase e-books
                                                                          • Figure 34: E-book usage in the last 12 months and types of devices used, by race/Hispanic origin, October 2010-November 2011
                                                                      • Cultural Events, Museums and Movies

                                                                        • Key points
                                                                          • Events of interest to Asians
                                                                            • Museums and theme parks are of high interest to Asian consumers
                                                                              • Figure 35: Types of events attended vs. planning to attend, April 2012
                                                                            • Younger women are more likely to visit museums
                                                                              • Figure 36: Types of events attended, by gender and age, April 2012
                                                                            • Younger Asian men plan to attend food and wine events
                                                                              • Figure 37: Types of events Asians plan to attend in the next three months, by gender and age, April 2012
                                                                            • Asians gravitate toward events and activities with an ethnic link
                                                                              • Almost a quarter of Asian consumers would like to see Asian-themed films
                                                                                • Figure 38: Types of Asian-themed events attended vs. planning to attend, April 2012
                                                                              • Older consumers are more likely to attend cultural events
                                                                                • Figure 39: Types of events attended by Asians in the last year, by gender and age, April 2012
                                                                              • Asian women plan on attending more cultural festivals
                                                                                • Figure 40: Types of events Asians plan to attend in the next year, by gender and age, April 2012
                                                                              • Movie attendance
                                                                                • Asians are the most likely to have attended the movies
                                                                                  • Figure 41: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin, October 2010-November 2011
                                                                                • Asian women more likely than men to have viewed a movie
                                                                                  • Figure 42: Likelihood of going to movie theaters in the last six months, by gender, October 2010-November 2011
                                                                                  • Figure 43: Likelihood of going to movie theaters in the last six months, by presence of children in the household, October 2010-November 2011
                                                                                  • Figure 44: Incidence of going to movie theaters in the last 90 days, by race/Hispanic origin, October 2010-November 2011
                                                                                • Children drive incidence of movie theater visits
                                                                                  • Figure 45: Incidence of going to movie theaters in the last six months, by presence of children in household, October 2010-November 2011
                                                                                  • Figure 46: Types of films viewed at a movie theater in the last six months, by race/Hispanic origin, October 2010-November 2011
                                                                                  • Figure 47: Incidence of going to movie theaters in the last six months, by gender, October 2010-November 2011
                                                                                • 3-D movies are popular among Asian consumers
                                                                                  • Figure 48: Incidence of attending a 3-D movie screening, by race and Hispanic origin, October 2010-November 2011
                                                                                  • Figure 49: Incidence of going to movie theaters in the last six months, by presence of children in household, October 2010-November 2011
                                                                              • The Asian-American Online Entertainment Consumer

                                                                                • Key points
                                                                                  • How Asians access the internet
                                                                                    • Asians adults are most likely to use computers for internet access
                                                                                        • Figure 50: Preferred device for accessing the internet, by race/Hispanic origin, October 2010-November 2011
                                                                                        • Figure 51: Preferred device for accessing the internet, by gender and age, October 2010-November 2011
                                                                                      • Online activities of Asian consumers
                                                                                        • Asian adults with internet access are information seekers
                                                                                            • Figure 52: Monthly online activities, by race/Hispanic origin, October 2010-November 2011
                                                                                          • Younger women are more likely to look for movie information online
                                                                                              • Figure 53: Monthly online activities, by gender and age, October 2010-November 2011
                                                                                            • Websites visited
                                                                                              • Asians actively visit a wide variety of websites
                                                                                                  • Figure 54: Monthly website visits, by race/Hispanic origin, October 2010-November 2011
                                                                                                  • Figure 55: Websites visited by gender and age, October 2010-November 2011
                                                                                                • Social media
                                                                                                  • Asians greatly differ from non-Asians in their social media engagement
                                                                                                    • Figure 56: Social sharing/networking websites, by race/Hispanic origin, October 2010-November 2011
                                                                                                  • Younger Asians are more likely to belong to a social networking site
                                                                                                    • Figure 57: Social sharing/networking websites, by gender and age, October 2010-November 2011
                                                                                                    • Figure 58: Media followed on social sharing/networking websites, by gender, October 2010-November 2011
                                                                                                • Sources for Event Information

                                                                                                  • Key points
                                                                                                    • Sources of information for events
                                                                                                      • Recommendation from family and friends is top of mind
                                                                                                        • Figure 59: Various influences considered by Asians when selecting a restaurant, bar or nightclub, by gender and age, April 2012
                                                                                                      • Print media, trusted peers guide Asian entertainment choices
                                                                                                        • Figure 60: Influences toward attendance and/or ticket purchases of entertainment events, April 2012
                                                                                                      • Older Asians turn to magazines and newspapers for information
                                                                                                        • Figure 61: Influences toward attendance and/or ticket purchases to entertainment events, by age, April 2012
                                                                                                      • Print media is a main information source for family-friendly activities
                                                                                                        • Figure 62: Event selection, by motivational factors that guide consumers, April 2012
                                                                                                    • Games and Toys

                                                                                                      • Key points
                                                                                                        • Likelihood of purchasing games and toys
                                                                                                          • Asian consumers are not highly likely to purchase games and toys
                                                                                                            • Figure 63: Likelihood of purchasing games/toys and types purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                                                                                                          • Asian households without children more likely to purchase video games
                                                                                                            • Figure 64: Likelihood of purchasing games/toys and types purchased in the last 12 months, by presence of children in the household, October 2010-November 2011
                                                                                                        • Marketing Strategies

                                                                                                          • Key points
                                                                                                            • Language of advertising
                                                                                                              • Television
                                                                                                                • California’s Great America
                                                                                                                  • Figure 65: California’s Great America Asian Fest Promotion, Tv Ad, May 2012
                                                                                                                • Starmedia Entertainment (Three’s Company tour)
                                                                                                                  • Figure 66: Starmedia Entertainment, Three’s Company concert tour, TV ad, April 2012
                                                                                                                • Dish Network
                                                                                                                  • Figure 67: Dish Network, Hindi Mega Pack, TV ad, June 2011
                                                                                                                • DirecTV
                                                                                                                  • Figure 68: DirecTV, Chinese channel package, TV ad, June 2011
                                                                                                                • Verizon Wireless
                                                                                                                  • Figure 69: Verizon Wireless, Droid smartphone, TV ad, June 2011
                                                                                                                • Online advertising
                                                                                                                  • Attitudes toward online information sources
                                                                                                                    • Figure 70: Incidence of media used when seeking information or purchase tickets to entertainment events, by age, April 2012
                                                                                                                  • Time Warner Cable
                                                                                                                    • Figure 71: Time Warner Cable, Hindi package, online ad, June 2012
                                                                                                                  • Cache Creek Casino Resort
                                                                                                                    • Figure 72: Cache Creek Casino Resort, Summer of Luck promotion, online ad, June 2012
                                                                                                                  • Entertainment websites
                                                                                                                    • Saavn
                                                                                                                      • MNet
                                                                                                                      • U.S. Asian-American Population

                                                                                                                        • Key points
                                                                                                                          • Asian demographics
                                                                                                                            • The Asian population is swiftly increasing
                                                                                                                              • Figure 73: Population, by race/Hispanic origin, 1970-2020
                                                                                                                              • Figure 74: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Figure 75: Population, by race/Hispanic origin, 2007-17
                                                                                                                              • Figure 76: Population, by race/Hispanic origin, 2007-17
                                                                                                                            • U.S. Asian population
                                                                                                                              • Population by age
                                                                                                                                • Figure 77: U.S. Asian population, by age, 2007-17
                                                                                                                                • Figure 78: U.S. Population, by age, 2007-17
                                                                                                                              • Population by generation
                                                                                                                                • Figure 79: Generations, by race/Hispanic origin, 2011
                                                                                                                              • U.S. Asian geographic concentration
                                                                                                                                • Figure 80: Graph: Asian population, by region, 2010
                                                                                                                                • Figure 81: Top 10 states, by total Asian population and percentage of state total population, 2010
                                                                                                                              • Asian purchasing power
                                                                                                                                • Figure 82: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                • Figure 83: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                              • Median household income
                                                                                                                                • Figure 84: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                                              • Household income distribution
                                                                                                                                • Figure 85: Household income distribution for all households and Asian households, 2010
                                                                                                                              • Asian buying power in the top ten states
                                                                                                                                • Figure 86: Top ten states, by Asian buying power, 2010
                                                                                                                              • The Asian household
                                                                                                                                • Figure 87: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                • Figure 88: Households, by number of people in the household, by race/Hispanic origin of householder, 2011
                                                                                                                              • Generational insights among Asian consumers
                                                                                                                                • Presence of children in the home
                                                                                                                                  • Figure 89: Households with children by race and Hispanic origin of householder, 2011
                                                                                                                                  • Figure 90: Ages of children in the household, by race/Hispanic origin, 2011
                                                                                                                                • Marital status of Asians
                                                                                                                                  • Figure 91: Marital status, by race/Hispanic origin, 2011
                                                                                                                                • National origin of Asians
                                                                                                                                  • Figure 92: U.S. Asians by national origin, 2011
                                                                                                                                • Languages spoken
                                                                                                                                  • Figure 93: U.S. Asian population aged 5 and older, by English proficiency, 2010
                                                                                                                                  • Figure 94: U.S. Asian population aged 5 and older, by language spoken in the home, 2010
                                                                                                                                • Asian metros
                                                                                                                                  • Figure 95: Top ten metropolitan areas with the largest number of Asian residents, 2010
                                                                                                                                  • Figure 96: Asian population in selected metropolitan areas, by nationality/ancestry, 2010
                                                                                                                                • Asians’ educational attainment
                                                                                                                                  • Figure 97: Educational attainment of Asians Aged 25 or older, by age, 2010
                                                                                                                              • Appendix: Other Useful Information

                                                                                                                                  • Figure 98: Likelihood of reading/listening to e-books in the last 12 months, by gender, October 2010-November 2011
                                                                                                                                  • Figure 99: Incidence of going to a movie theater in the last 90 days, by gender, October 2010-November 2011
                                                                                                                                  • Figure 100: Type of social sharing/networking websites visited, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                  • Figure 101: Socioeconomic reasons that guide consumers in selecting events, by household size, April 2012
                                                                                                                                  • Figure 102: Factors that guide consumers in selecting events, by influencer, April 2012
                                                                                                                                  • Figure 103: Influences that guide Asian consumers when seeking information or purchasing tickets to entertainment events, by age, April 2012
                                                                                                                              • Appendix: Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                • Asian American Alliance
                                                                                                                                • Consumer Electronics Association
                                                                                                                                • Digital Media Association (DiMA)
                                                                                                                                • Entertainment Merchants Association
                                                                                                                                • Entertainment Software Association
                                                                                                                                • Future of Music Coalition (FMC)
                                                                                                                                • Motion Picture Association of America
                                                                                                                                • National Association of Broadcasters
                                                                                                                                • Paramount Pictures Corporation
                                                                                                                                • Sony Online Entertainment Inc.
                                                                                                                                • Twentieth Century Fox Film Corporation
                                                                                                                                • Walt Disney Studio Entertainment
                                                                                                                                • Warner Bros. Entertainment Inc.

                                                                                                                                Asians and Entertainment - US - July 2012

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