Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Demographic snapshot of Asian Americans
- Cultural issues
- Attitudes towards food shopping
- Attitudes towards leisure activities
- Attitudes towards dining out
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards cause-related marketing (CRM)
Demographics
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- The Asian American population
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- Figure 1: Population by race and Hispanic origin, 2002-12
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- Figure 2: U.S. population and Asian population by age, 2005
- Figure 3: U.S. population and Asian population, by share of age group, 2005
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- Figure 4: Graph: Age distribution of population, Asians vs all, 2005
- The diverse heritage of Asian Americans
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- Figure 5: U.S. Asians by detailed nationality or ancestral group, 2000
- Age of Asian Americans by nationality
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- Figure 6: Age distribution and median age of Asians by detailed nationality or ancestral group, 2000
- Asian Americans and education
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- Figure 7: Educational attainment of Asians, 2004
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- Figure 8: Educational attainment of Asians by detailed nationality or ancestral group, 2000*
- Asian Americans and income
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- Figure 9: Households with discretionary income* by race/ethnicity, 2002
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- Figure 10: Median family income of Asians by detailed nationality or ancestral group, 2000
- Asian Americans and the workplace
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- Figure 11: Occupation of Asians by detailed nationality or ancestral group, 2000
- Spirit of entrepreneurship
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- Figure 12: Rates of being self-employed by race/ethnicity, 2000
- The Asian American family
- The following Figure shows the household status of Asian Americans.
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- Figure 13: Asian households by type, 2004
- By presence of children
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- Figure 14: Asian households by presence of children, 2004
- Where Asian Americans live
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- Figure 15: Regional populations by race and Hispanic origin, 2004
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- Figure 16: Ten states with the largest population of Asian Americans
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- Figure 17: 10 counties with the largest Asian American population, 2005
- Language as a measure of acculturation
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- Figure 18: Language spoken at home and English-speaking ability of Asians by detailed nationality or ancestral group, 2000
Socio-Cultural Issues
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- American perspectives towards Asian Americans
- Negative attitudes
- Positive attitudes
- Conclusion: Luxury, quality—and insecurity—drive purchases
Aggregate Spending of Asian Americans
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- Figure 20: Graph: Average aggregate expenditures for Asian households, 2000-05
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- Figure 21: Average aggregate expenditures for Asian households and all households, 2000-05
- Category spending by Asians
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- Figure 22: Spending by category, Asians and whites
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Consumer Attitudes
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- Introduction
- Summary of all Consumer highlights
- Attitudes towards food shopping
- Attitudes towards dining out
- Attitudes towards leisure activities
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards CRM
Attitudes towards Shopping and Dining Out
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- Shopping
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- Figure 23: Food shopping locations, by race/ethnicity, August 2007
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- Figure 24: Primary food shopping location, by race/ethnicity, August 2007
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- Figure 25: Non-food shopping locations, by race/ethnicity, August 2007
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- Figure 26: Primary non-food shopping location, by race/ethnicity, August 2007
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- Figure 27: Purchased fair trade products, by race/ethnicity, August 2007
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- Figure 28: Shop with friends/family, by race/ethnicity, August 2007
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- Figure 29: Grocery shop with family members for entertainment, by race/ethnicity, August 2007
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- Figure 30: Asian Americans partaking in activities with family and friends more than once per week, by gender, age, and presence of children in the household, September 2007
- Dining out
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- Figure 31: Try a new food, by race/ethnicity, August 2007
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- Figure 32: Visit a new restaurant or bar, by race/ethnicity, August 2007
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- Figure 33: Asian Americans partaking in eating and traveling activities more than once per week, by gender, age, and presence of children in the household, September 2007
Attitudes towards Television and Leisure
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- Television
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- Figure 34: Watch Asian TV at home, by race/ethnicity, August 2007
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- Figure 35: Use of DVR technology, by race/ethnicity, August 2007
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- Figure 36: Asian Americans who watch TV and movies more than once per week, by gender, age, and presence of children in the household, September 2007
- Leisure activities
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- Figure 37: Play group sports, by race/ethnicity, August 2007
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- Figure 38: Play a musical instrument, by race/ethnicity, August 2007
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- Figure 39: Travel to a new place, by race/ethnicity, August 2007
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- Figure 40: Websites and other online activities, by race/ethnicity, August 2007
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- Figure 41: Asian Americans partaking in leisure activities and exercise more than once per week, by gender, age, and presence of children in the household, September 2007
Attitudes towards Technology
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- Technology
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- Figure 42: Purchased laptop/notebook computer, by race/ethnicity, August 2007
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- Figure 43: Purchased an MP3 player, by race/ethnicity, August 2007
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- Figure 44: Purchased a DVR, by race/ethnicity, August 2007
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- Figure 45: Purchased a satellite radio, by race/ethnicity, August 2007
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- Figure 46: Purchased a camcorder/video camera, by race/ethnicity, August 2007
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- Figure 47: Purchased a PDA, by race/ethnicity, August 2007
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- Figure 48: Asian Americans’ tech item purchasing habits, by gender, age, and presence of children in the household, September 2007
Attitudes towards Green Products and Cause Related Marketing
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- Green products
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- Figure 49: Frequency of buying green products, by race/ethnicity, August 2006
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- Figure 50: Green product labels sought, by race/ethnicity, August 2006
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- Figure 51: Purchased energy efficient home product, by race/ethnicity, August 2007
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- Figure 52: Purchased car with low gas mileage, by race/ethnicity, August 2007
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- Figure 53: Purchased hybrid gas-electric car, by race/ethnicity, August 2007
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- Figure 54: Attitudes towards recycling and social responsibility, by race/ethnicity, January-September 2005
- Cause related marketing
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- Figure 55: Cause-related marketing campaigns ever supported, by race/ethnicity, July 2007
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- Figure 56: Causes to support, by race/ethnicity, July 2007
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- Figure 57: Health issues to support, by race/ethnicity, July 2007
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- Figure 58: Appropriate products for cause-related marketing, by race/ethnicity, July 2007
Future and Forecast
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- A growing population and slow assimilation
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- Figure 59: Growth of ethnic groups by decade, 2000-50
- Marketers get more serious about Asians
- Insecurity, assimilation, and sales of consumer goods
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- Figure 60: Cosmetic procedures performed, by ethnicity, 2005 and 2006
- More Asian Americans will go Green
- MARKET FORECAST
- Average Asian-American household expenditures
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- Figure 61: Forecast of average expenditures of Asian-American households, at current and constant prices, 2005-10
- Figure 62: Graph: Forecast of average expenditures of Asian-American households, at current and constant prices, 2005-10
- Forecast factors
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