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Asians' Attitudes toward Advertising - US - October 2016

"By 2021, the Census Bureau estimates that there will be 20.3 million Asians living in the US, or 6% of the US population. This group’s influence far outweighs it size however, making it critical for advertisers of all types to develop strategies for reaching Asian consumers. On average, Asians are more educated and affluent than the population as a whole, giving them more buying power. Further, Asians are also more likely to be interested in new technologies as well as advertising, making them important audiences for evangelizing new products."

- Fiona O'Donnell, Director - Multicultural, Lifestyles, Travel & Leisure

This report will cover the following areas:

  •     A fast-growing audience
  •     An incredibly diverse population
  •     Affluent, educated families – who are very tech-savvy

This Report explores the following topics:

  • Asians’ attitudes toward advertising through different channels, including both traditional and digital media
  • Asians’ views on whether today’s advertising promotes harmful stereotypes
  • The types of advertising Asians find most appealing
  • The actions Asians might take in response to advertising

For the purposes of consumer research for this Report, Asians are defined as persons having origins in any of the original peoples of the Far East (Japan, China, Korea, etc), Southeast Asia (Indonesia, Philippines, Thailand, Vietnam, etc), South Asia/Indian subcontinent (India, Pakistan, Bangladesh, etc).

Mintel’s use of the term “Asian Americans” refers to Asians who have immigrated to the US or who are living in the US of any immigration status. They may be visiting foreign nationals, first-, second-, or higher-generation immigrants. Throughout the Report, “Asian” and “Asian American” are used interchangeably to refer to the population described above.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • A fast-growing audience
            • Figure 1: Population by race and Hispanic origin, 2009-19
          • An incredibly diverse population
            • Figure 2: Asian population, by country of origin/heritage, 2010
          • Affluent, educated families – who are very tech-savvy
            • Figure 3: Median household income, education, marital status, by race/Hispanic origin, 2014 and 2015
          • The opportunities
            • Connect with entertaining ads
              • Figure 4: Attributes of best ads – Entertaining, made me laugh, by key demographics, August 2016
            • Get social
              • Figure 5: Opinions on social advertising, by men and women ages 18-34, August 2016
            • A delicate balance
              • Figure 6: Asian cultural nuances, by select demographics, August 2016
            • What it means
            • The Market – What You Need to Know

              • An increasingly important audience
                • Traditional families dominate
                  • A fragmented population
                    • Significant acculturation differences, driven by immigration
                    • Asian Americans – By the Numbers

                      • A growing audience
                        • Figure 7: Population by race and Hispanic origin, 2011-21
                      • Asian American buying power growing rapidly
                        • Figure 8: Purchasing power by race and Hispanic origin, 2009-19
                      • Strong focus on family
                        • Figure 9: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                    • Market Breakdown

                      • A diverse population
                        • Figure 10: Asian population, by country of origin/heritage, 2010
                        • Figure 11: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
                      • Varying levels of education and acculturation
                          • Figure 12: Asian demographics, by country of origin/heritage, 2010
                      • Market Factors

                        • Highly tech-savvy
                          • Figure 13: Personal ownership of laptops/netbooks, smartphones and tablets, Asian vs all, April 2015
                          • Figure 14: Internet use, by race, 2004-16
                          • Figure 15: Methods used to access the internet in the last three months, Asians versus all, April 2015
                        • An array of media options
                          • A growing force in entertainment
                          • Key Players – What You Need to Know

                            • Show, don’t tell
                              • Don’t offend
                                • Be cautious about cultural targeting
                                  • Take advantage of new tools
                                  • What’s Working?

                                    • Featuring Asian celebrities in ads...
                                      • And also everyday families
                                        • Figure 16: Amazon Prime “Lion” ad, 2016
                                    • What’s Struggling?

                                      • Avoid stereotypes
                                        • Be cautious about cultural targeting. . .
                                          • Figure 17: Central Pacific Bank ad, 2016
                                        • Even if you’re not targeting Asians
                                          • Figure 18: Panda Express “Fortune Tales | The Story of Chinese New Year”, 2016
                                      • What’s Next?

                                        • Getting the message
                                          • Harnessing the buzz
                                          • The Consumer – What You Need to Know

                                            • TV, print most popular ad types
                                              • Opportunities in TV and social
                                                • Funny, entertaining ads have the edge
                                                  • English-language ads preferred
                                                    • Concerns about email clutter
                                                      • Stereotypes not a major concern
                                                      • Asians’ Perceptions of Advertising Types

                                                          • TV, print most positively viewed
                                                            • Figure 19: Asians' perceptions of advertising by type – Positive and negative attributes (nets), August 2016
                                                            • Figure 20: Asians' perceptions of advertising by type – Specific attributes, August 2016
                                                          • Southeast Asians most likely to view traditional ads favorably
                                                            • Figure 21: Asians' perceptions of advertising by type – Positive attributes, by ethnic heritage, August 2016
                                                          • Older audiences find TV most appealing
                                                            • Figure 22: Asians' perceptions of TV advertising– Specific attributes, by age/gender, August 2016
                                                          • Social media ads gain ground with younger women
                                                            • Figure 23: Asians' perceptions of social media advertising– Specific attributes, ny age/gender, August 2016
                                                        • Media Channels – Strength in Print, Social

                                                            • Solid engagement with TV advertising
                                                              • Figure 24: Asians’ attitudes toward television and advertising, index to all, February 2015-March 2016
                                                            • More reliance on radio than the norm
                                                              • Figure 25: Asians’ attitudes toward radio and advertising, index to all, February 2015-March 2016
                                                            • Much stronger engagement with magazines than the norm
                                                              • Figure 26: Asians’ attitudes toward magazines and advertising, index to all, February 2015-March 2016
                                                            • Trust but less readership with newspapers
                                                              • Figure 27: Asians’ attitudes toward newspapers and advertising, index to all, February 2015-March 2016
                                                            • Interest in social far outpaces the norm
                                                              • Figure 28: Asians’ attitudes toward social media and advertising, index to all, February 2015-March 2016
                                                          • What Asians Think are Attributes of the Best Ads

                                                              • Make them laugh
                                                                • Figure 29: What Asians think are the attributes of best ads, August 2016
                                                              • Younger men particularly interested in humor
                                                                • Figure 30: What Asians think are the attributes of best ads, by gender/age, August 2016
                                                              • Entertainment factor key for South Asians
                                                                • Figure 31: What Asians think are the attributes of best ads, by ethnic heritage, August 2016
                                                              • Positive outlook on ads overall
                                                                • Figure 32: Asians’ attitudes toward advertising, index to all, February 2015-March 2016
                                                            • Asians’ Opinions on Advertising

                                                                • Asian celebrities have the edge
                                                                  • Figure 33: Asians' advertising opinions – Attention to American vs Asian celebrities, August 2016
                                                                  • Figure 34: Asians’ attitudes toward celebrities, index to all, and by age and household income, February 2015-March 2016
                                                                • Newcomers, US born like Asian celebs
                                                                  • Figure 35: Asians' advertising opinions – Attention to American vs Asian celebrities, by years residing in US, August 2016
                                                                • Some skepticism around ads
                                                                  • Figure 36: Asians' advertising opinions – Ad reality and trust, August 2016
                                                                • East Asians less trustful of ads
                                                                  • Figure 37: Asians' advertising opinions – Ad reality and trust, by ethnic origin, August 2016
                                                                • Ads in English the overwhelming preference
                                                                  • Figure 38: Asians' advertising opinions – Language preference, August 2016
                                                                • Even recent arrivals still prefer English
                                                                  • Figure 39: Asians' advertising opinions – Language preference, by years residing in US, August 2016
                                                              • Asians’ Attitudes toward Mobile/Online Ads

                                                                  • Quantity outweighing quality for email
                                                                    • Figure 40: Asians' attitudes toward online ads – Quantity and intrusiveness, August 2016
                                                                  • Older Asians less patient with online ads
                                                                    • Figure 41: Asians' attitudes toward online ads – Quantity and intrusiveness, by age/gender, August 2016
                                                                  • Some openness to sharing information
                                                                    • Figure 42: Asians' attitudes toward online ads – Sharing personal information, August 2016
                                                                  • Southeast Asians most open to sharing
                                                                    • Figure 43: Asians' attitudes toward online ads – Sharing personal information, by ethnic heritage, August 2016
                                                                  • Mobile ads not that popular
                                                                    • Figure 44: Asians' attitudes toward online ads – Mobile ads, August 2016
                                                                  • Younger users more open to mobile ads
                                                                    • Figure 45: Asians' attitudes toward online ads – Mobile ads, by age/gender, August 2016
                                                                • Asian Cultural Nuances

                                                                    • Majority not concerned about stereotypes
                                                                      • Figure 46: Asian cultural nuances, August 2016
                                                                    • Younger Asians less satisfied with ads
                                                                      • Figure 47: Asian cultural nuances, by age, August 2016
                                                                    • US-born less connected to advertising
                                                                      • Figure 48: Asian cultural nuances, by birth country, August 2016
                                                                  • Asians’ Attitudes toward Advertising

                                                                      • Positive perceptions of advertising
                                                                        • Figure 49: Asians’ attitudes toward advertising – Any agree, August 2016
                                                                      • Recommendations matter most for younger Asians
                                                                        • Figure 50: Asians’ attitudes toward advertising – Any agree, by age, August 2016
                                                                      • Southeast Asians most driven by ads
                                                                        • Figure 51: Asians’ attitudes toward advertising – Any agree, August 2016
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Consumer survey data
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms
                                                                              • Appendix – Demographics

                                                                                  • Figure 52: Population by race and Hispanic origin, 2011-21
                                                                              • Appendix – Consumer

                                                                                  • Figure 53: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
                                                                                  • Figure 54: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
                                                                                  • Figure 55: Asians’ attitudes toward magazines and advertising, index to all, and by age and household income, February 2015-March 2016
                                                                                  • Figure 56: Asians’ attitudes toward newspapers and advertising, index to all, and by age and household income, February 2015-March 2016
                                                                                  • Figure 57: Asians’ attitudes toward social media and advertising, index to all, and by age and household income, February 2015-March 2016
                                                                                  • Figure 58: Asians’ attitudes toward advertising, index to all, index to all, and by age and household income, February 2015-March 2016

                                                                              Asians' Attitudes toward Advertising - US - October 2016

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