As the racial and ethnic diversity of the U.S. population increases, it becomes more important for businesses to understand the similarities and differences among population segments. This report examines the demographics and socioeconomic characteristics of the Asian population in the US, and focuses especially on areas where Asian purchasing behavior and attitudes are markedly different from those of the overall US population.

The Asian population in the US is growing at a rapid rate, although it accounts for a relatively small share of the overall population (4.2% in 2005). Asians are not evenly distributed geographically; but are concentrated in certain areas, primarily in the Western states. They also are more likely than the average US resident to live in metropolitan areas, and in the central cities of these areas. This geographic concentration makes it easier to market to Asian Americans, who are highly educated, with relatively high incomes.

This Mintel report examines specific goods and services that are more likely to be owned by Asians than by the overall population. These include computers and Internet services, home electronics and automobiles. The report also includes the results of a qualitative survey of Asian Americans in which Mintel explored general attitudes about a variety of relevant issues, including shopping, fashion and apparel, diet and nutrition, the environment, and recreation and leisure.