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Description

Description

"Asian moms are a diverse group, originating from many countries, speaking many languages, and encompassing a wide range of economic and cultural backgrounds. On average though, they are highly educated, with high-household incomes and high expectations for their children’s futures. This combination of traits makes Asian moms a desirable market for a wide range of products and brands, including those with cutting-edge technologies or premium positioning."
- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report discusses the following key topics:

  • Asians a diverse group representing a variety of cultures
  • Asian moms trust few information sources
  • Asian moms don’t see themselves represented in media

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Asian moms a small but important market
          • Figure 1: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
        • The issues
          • Asians a diverse group representing a variety of cultures
            • Figure 2: Asian population, by country of origin/heritage, 2010
          • Asian moms trust few information sources
            • Figure 3: Asian moms’ perceptions of parenting information sources, June 2015
          • Asian moms don’t see themselves represented in media
            • Figure 4: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
          • The opportunities
            • SoLoMo (social, local, mobile): Mom blogs, local, Asian-language media
              • Figure 5: Parenting information sources regularly used, Asian moms indexed to all, June 2015
            • Dual-income and high-income households
              • Figure 6: Growth in purchasing power, by race/Hispanic origin, 1990-2019
            • Organic and natural products
              • Figure 7: Product positioning tactics influencing purchase, Asian moms indexed to all moms, June 2015
            • What it means
            • The Market – What You Need to Know

              • Asian mom population small but growing
                • Asian moms have larger households with more help
                  • Asian moms older, better educated
                    • Diversity defines Asian population
                      • Diversity high within Asian households
                      • Asian Moms by the Numbers

                        • There are about 2.4 million Asian moms in the US
                          • Figure 8: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
                        • Asian households more likely than average to include children
                          • Figure 9: Presence of children in household, by race and Hispanic origin, 2014
                        • Asian moms skew older compared to the average
                          • Figure 10: Moms’ distribution by age, by race and Hispanic origin, 2014
                      • Market Perspective

                        • Asian population small but growing rapidly
                          • Figure 11: Population by race and Hispanic origin, 2010-20
                        • Asians live in larger households
                          • Figure 12: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                        • Marriage rates high among Asian women
                          • Figure 13: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
                          • Figure 14: Rate of interracial marriage among selected races, by race and gender, 2013
                        • Asians wait to marry
                          • Figure 15: Marital status of Asians, by age, 2013
                        • Asian share of births (and moms) growing, despite small families
                          • Figure 16: Distribution of births, by race of mother, 2004-14
                        • Asian moms start later
                          • Figure 17: Distribution of births of first children, by age and total versus Asian mothers, 2013
                        • Asian moms come from diverse cultures
                          • Figure 18: Asian population, by country of origin/heritage, 2010
                          • Figure 19: Asian demographics, by country of origin/heritage, 2010
                        • Asian moms well educated and financially secure
                          • Figure 20: Purchasing power, by race/Hispanic origin, 1990-2019
                      • Key Strategies – What You Need to Know

                        • Targeting options include mom blogs, local, Asian-language media
                          • Dads and diversity important to Asian moms
                            • Digital and mobile key platforms
                            • What’s Working?

                              • Reaching moms through images of dads
                                • Targeting by language and culture
                                  • Targeting by region
                                    • Peer-to-peer recommendations
                                      • Natural and organic products
                                      • What’s Next?

                                        • Diversity within households becomes the norm
                                          • Accelerating shift to mobile and other cutting-edge technologies
                                          • The Consumer – What You Need to Know

                                            • Time with family a priority
                                              • Moms do it all
                                                • Dads key to selling to Asian moms
                                                  • Asian moms influential consumers
                                                    • Pricing and demos effective in selling to Asian moms
                                                      • Asian moms don’t see themselves in media
                                                      • Important Aspects of a Good Life

                                                        • The good life means health and success
                                                            • Figure 21: Important aspects of a good life, Asian moms indexed to all, June 2015
                                                        • Attitudes toward Motherhood

                                                          • Asian moms confident and independent
                                                              • Figure 22: Attitudes toward motherhood, Asian moms indexed to all, June 2015
                                                            • Unacculturated moms less wrapped up in kids’ success
                                                              • Figure 23: Attitudes toward motherhood, by dominant culture, June 2015
                                                            • More Asian moms see children as part of their retirement plan
                                                              • Figure 24: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015
                                                          • Balancing Family and Work

                                                            • Quality time with kids a priority
                                                                • Figure 25: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015
                                                              • Moms feel constant demands
                                                                • Figure 26: Attitudes toward motherhood, by dominant culture, June 2015
                                                            • Household Chores

                                                              • Moms do it all
                                                                • Figure 27: Asian moms’ perceptions of responsibility for household chores, June 2015
                                                              • Asian spouses more helpful than most
                                                                • Figure 28: Indexed participation of family members in household chores, Asians versus all households with children, June 2015
                                                            • Important Values to Instill in Children

                                                              • Responsibility, confidence top traits
                                                                • Figure 29: Most important values to instill, Asian moms indexed to all moms, June 2015
                                                              • Independence distinct from self-expression
                                                                • Figure 30: Most important values to instill, by dominant culture, June 2015
                                                            • Children Through a Mother’s Eyes

                                                              • Asian moms don’t see themselves as more demanding
                                                                • Figure 31: Attitudes toward parenting – Education/hard work, Asian moms indexed to all, June 2015
                                                              • Material goods can show love for some Asian moms
                                                                • Figure 32: Attitudes toward parenting – Affection/praise/discipline, Asian moms indexed to all, June 2015
                                                              • Asian moms find balance between tradition and opportunity
                                                                • Figure 33: Attitudes toward parenting – Cultural conflict, Asian moms indexed to all, June 2015
                                                                • Figure 34: Attitudes toward parenting – Cultural conflict, by dominant culture, June 2015
                                                            • Parenting Information Sources

                                                              • Media has broad reach with Asian moms
                                                                  • Figure 35: Parenting information sources regularly used, Asian moms indexed to all, June 2015
                                                                • Millennial moms look online for parenting help
                                                                  • Figure 36: Parenting information sources Asian moms regularly use, by generation, June 2015
                                                              • Perceptions of Parenting Information Sources

                                                                • Trust hard to come by
                                                                  • Figure 37: Asian moms’ perceptions of parenting information sources, June 2015
                                                                  • Figure 38: Correspondence analysis – Asian moms’ perceptions of parenting information sources, June 2015
                                                              • Purchase Influencers

                                                                • Asian moms look to peers when making purchases
                                                                  • Figure 39: Asian moms’ purchase influencers, June 2015
                                                                • New moms open to recommendations
                                                                  • Figure 40: Asian moms’ purchase influencers, by new moms versus experienced moms, June 2015
                                                                • Online reputation paramount with South Asians
                                                                  • Figure 41: Asian moms’ purchase influencers, by region of origin/descent, June 2015
                                                              • Product Positioning Tactics Influencing Purchases

                                                                • Organic/all-natural claims, demonstrations effective with Asian moms
                                                                  • Figure 42: Product positioning tactics influencing purchase, Asian moms indexed to all, June 2015
                                                                • Asian moms somewhat less motivated by price
                                                                  • Figure 43: Shopping behaviors, Asian moms indexed to all, June 2015
                                                              • Attitudes toward Advertising

                                                                • Asian moms aged 45+ worry most about excessive screen time
                                                                  • Figure 44: Attitudes toward parenting – TV and technology, Asian moms indexed to all, June 2015
                                                                • Few Asian moms identify with TV ads
                                                                    • Figure 45: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
                                                                  • Ads connect most with South Asian moms
                                                                    • Figure 46: Attitudes toward parenting – Representations in the media, by dominant culture, June 2015
                                                                    • Figure 47: Attitudes toward parenting – Representations in the media, by region of origin/descent, June 2015
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                              • Correspondence analysis methodology
                                                                                • A note on dominant culture/acculturation
                                                                                • Appendix – The Market

                                                                                    • Figure 48: Births, by race/Hispanic origin of mother, preliminary 2014
                                                                                    • Figure 49: Fertility rate, by race and Hispanic origin, 2003-13*
                                                                                    • Figure 50: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                    • Figure 51: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
                                                                                • Appendix – Consumer

                                                                                  • Data for correspondence analysis – Perceptions of parenting information sources
                                                                                    • Figure 52: Asian moms’ perceptions of parenting information sources, June 2015

                                                                                About the report

                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                • The Consumer

                                                                                  What They Want. Why They Want It.

                                                                                • The Competitors

                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                • The Market

                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                • The Innovations

                                                                                  New Ideas. New Products. New Potential.

                                                                                • The Opportunities

                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                • The Trends

                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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