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."
-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.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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