Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Digital Trends - Asians - US - July 2015

"Despite their relatively small share of the US population, Asians play an important and growing role in the markets for consumer electronics (CE) products and digital services. Young, affluent, and educated, Asians are leaders in adoption of new technologies, participation in online activities, and engagement with the mobile web, and their influence will only grow over the next decade."
- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report discusses the following key issues:

  • Small Asian population a challenge for marketers
  • Affluent Asians can afford the newest technology
  • Asians prefer strong global brands
  • Asians favor forward-looking technology

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Estimated Asian spending on select electronic equipment, 2014
        • The issues
          • Small Asian population a challenge for marketers
            • Affluent Asians can afford the newest technology
              • Figure 2: Median household income, Asians versus all, 2013
            • Asians prefer strong global brands
              • Figure 3: CE brands where Asians over index for ownership, by category, April-December 2014
            • Asians favor forward-looking technology
              • The opportunities
                • Asians lead shift to mobile
                  • Figure 4: Personal ownership of laptops/netbooks, smartphones, and tablets, Asian versus all, April 2015
                • Asians highly influential tech leaders
                  • Figure 5: Social media sites visited, Asians versus all, April 2015
                • Indians ripe market for new technology
                  • Figure 6: Asian personal ownership of consumer electronics hardware, by country of origin, April 2015
                • Future brighter for gaming among Asians
                  • Figure 7: Opinions regarding video games – Teens, by race, November 2013-December 2014
                • What it means
                • The Market – What You Need to Know

                  • Asian share of electronics spend small but growing
                    • Asians have outsized purchasing power
                      • Demographics of Asian population positive for tech purchasing and use
                        • Affluent Asians can afford the newest gadgets
                        • Expenditures on Select Electronic Equipment

                          • Asians make up small but fast-growing share of CE consumption
                            • Figure 8: Spending on selected electronic equipment, by all consumers and Asians, 2014
                        • Market Perspective

                          • Asian American buying power growing rapidly
                            • Figure 9: Purchasing power, by race/Hispanic origin, 1990-2019
                          • Asian buying power geographically concentrated
                            • Figure 10: Top 10 states ranked by dollar amount of Asian buying power, 2014
                        • Market Factors

                          • Asians overrepresented in tech-friendly age groups
                            • Figure 11: Asian American share of projected population, by age, 2015-25
                          • Nearly one third of US Asians are Millennials
                            • Figure 12: Generations, by race, 2014
                          • Asians more likely to be financially secure
                            • Figure 13: Median household income, Asians versus all, 2013
                            • Figure 14: Unemployment, Asians versus all, January 2007- March 2015
                        • Key Players – What You Need to Know

                          • Strength beats value
                            • Global beats regional
                              • Future of gaming among Asians taking off
                              • What’s In?

                                • Dominance, prestige, and Asian brands
                                    • Figure 15: Hardware brand owned, Asian versus all, April-December 2014
                                • What’s Out?

                                  • Regional brands, value brands, and uncertainty
                                    • Figure 16: Hardware brand owned, Asian versus all, April-December 2014
                                • What’s Next?

                                  • New gaming hardware
                                    • Figure 17: Brand summary of video game systems owned or played, Asian versus all, April-December 2014
                                • The Consumer – What You Need to Know

                                  • Asians favor latest and best technology
                                    • Asians lead shift to mobile
                                      • Asians highly influential tech consumers
                                        • Indians most tech-savvy Asian group
                                        • Technology Products Overview

                                          • Opportunities in A/V equipment
                                            • Figure 18: Asian household ownership of consumer electronics hardware, April 2015
                                          • Selling upgrades and accessories for mobile computing
                                            • Figure 19: Asian personal ownership of consumer electronics hardware, April 2015
                                          • Indians lead and Japanese lag on adoption of mobile computing
                                            • Figure 20: Asian personal ownership of consumer electronics hardware, by country of origin, April 2015
                                          • Unacculturated Asians less tempted by entertainment technology
                                            • Figure 21: Asian personal ownership of consumer electronics hardware, by dominant culture, April 2015
                                        • Television Ownership

                                          • Asians lead trend away from TV
                                            • Figure 22: Household ownership of televisions, Asian versus all, April 2015
                                            • Figure 23: Number of televisions owned, Asian versus all, April 2015
                                        • Television Behaviors and Attitudes

                                          • Linear television on the way out
                                            • Figure 24: Attitudes toward watching television, Asian versus all, April 2015
                                            • Figure 25: Television watching behaviors, Asian versus all, April 2015
                                          • Asians appear to exert more control over their TV advertising exposure
                                            • Figure 26: Attitudes toward TV and advertising – any agree, Asian versus all, Fall 2014
                                        • Physical and Digital Playback

                                          • Asian abandonment of shiny discs negative indicator for larger market
                                            • Figure 27: Household ownership of media playback devices, Asian versus all, April 2015
                                        • Gaming Consoles

                                          • Asians are less likely to own gaming consoles
                                            • Figure 28: Gaming console ownership, Asian versus all, April 2015
                                          • Asian young adults represent missed opportunity for gaming
                                            • Figure 29: Gaming console personal ownership, Asian versus all, by age, April 2015
                                        • PCs and Tablets

                                          • Asians abandon desktops at rapid rate
                                            • Figure 30: Asian household ownership of PCs – Type, trended, April 2010-December 2014
                                          • Asians a prime market for mobile computing accessories, services
                                            • Figure 31: Household and personal ownership of PCs, Asian versus all, April 2015
                                        • Mobile Phones and Wearables

                                          • Asians leading shift to smartphones
                                            • Figure 32: Personal ownership of mobile phones, Asian versus all, April 2015
                                          • Asians prime untapped market for wearables
                                            • Figure 33: Personal ownership of wearable devices, Asian versus all, April 2015
                                        • Other Portable Electronics Hardware

                                          • Asians lead the way in abandoning single-function devices
                                            • Figure 34: Asian household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
                                            • Figure 35: Other portable electronics hardware ownership, Asian versus all, April 2015
                                            • Figure 36: Devices used to read an e-book in the last 12 months, Asians versus all, April 2014-December 2014
                                        • Internet Usage

                                          • Internet usage nearly universal among Asian Americans
                                            • Figure 37: Asians’ incidence of internet use, April 2012-December 2014, and by age, April 2014-December 2014
                                          • Asians more likely than the average to access via mobile devices
                                            • Figure 38: Methods used to access the internet in the last three months, Asians versus all, April 2015
                                          • Out-of-home internet use growing rapidly
                                          • Online Activities

                                            • Asians leading a massive shift to the mobile web
                                              • Figure 39: Online activities in past three months, Asians versus All, April 2015
                                            • PCs still relevant
                                              • Figure 40: Selected online activities by Asians in past three months, by device, April 2015
                                          • Social Media

                                            • Visual communication – photos and image sharing – important to Asians
                                              • Figure 41: Social media sites visited, Asians versus all, April 2015
                                          • Attitudes toward Technology and Electronics

                                            • Asians know and love cutting-edge technology
                                              • Figure 42: Attitudes toward technology, Asians versus all, April 2015
                                            • Indian Asians are enthusiastic and confident about technology
                                              • Figure 43: Attitudes toward technology, by country of origin, April 2015
                                              • Figure 44: Attitudes toward electronics – Any agree, by country of origin, April 2015
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Sales data
                                                • Consumer survey data
                                                  • Abbreviations and terms
                                                    • Abbreviations
                                                      • Terms
                                                      • Appendix – Key Players

                                                          • Figure 45: Asians’ household internet service subscription, trended, April 2014-December 2014
                                                          • Figure 46: Brand of GPS owned, Asian versus all, April 2014-December 2014
                                                          • Figure 47: Social media sites visited, Asians versus all, April 2015
                                                          • Figure 48: Devices used to read an ebook in the last 12 months, Asians versus all, April 2014-December 2014
                                                      • Appendix – Consumer

                                                        • Television
                                                          • Figure 49: Asian household ownership of televisions – Type, trended, April 2010-December 2014
                                                          • Figure 50: Asians’ attitudes toward TV and advertising – Any agree, trended, April 2010-December 2014
                                                        • Physical and digital playback
                                                          • Figure 51: Asian household ownership of DVD/Blu-ray player, trended, April 2010-December 2014
                                                        • Gaming consoles
                                                          • Figure 52: Asians and video games – Owns or plays, trended, April 2010-December 2014
                                                        • Mobile phones
                                                          • Figure 53: Asian cellphone/smartphone ownership – Type, trended, April 2012-December 2014
                                                        • Other portable electronics
                                                          • Figure 54: Asian household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
                                                        • Internet usage
                                                          • Figure 55: Asian internet usage, trended, April 2012-December 2014
                                                          • Figure 56: Asians’ internet usage by location, trended, April 2012-December 2014
                                                          • Figure 57: Internet browsers Asians use to access the internet, trended, April 2014-December 2014
                                                          • Figure 58: Asians’ household internet service subscription, trended, April 2014-December 2014
                                                          • Figure 59: Asians’ method of internet access at home, trended, April 2012-December 2014
                                                          • Figure 60: Hardware Asians use to access the internet at home, trended, April 2012-December 2014
                                                        • Online activities
                                                          • Figure 61: Online activities in past three months, Asians versus all, April 2015
                                                        • Attitudes toward technology and electronics
                                                          • Figure 62: Attitudes toward electronics – Any agree, Asians versus all, April 2015

                                                      Companies Covered

                                                      To learn more about the companies covered in this report please contact us.

                                                      Digital Trends - Asians - US - July 2015

                                                      £3,199.84 (Excl.Tax)