Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Understanding the consumer
- Self-identity of the Asian American consumer
- Purchasing power and the new economy
- Shopping behavior for food and non-food items
- Attitudes towards dining out
- Leisure and media
- Online activities and purchases
Insights and Opportunities
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- Know your audience
- Know the potential
- Target and innovate
- Promote by net
Inspire Insights
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- Trend: Retro-acculturation
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: Non-Standard Society
- What's it about?
- What we've seen
- Specifics
- Implications
Demographics of American Asians
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- Key points
- U.S. population diversity
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- Figure 1: Population, by race/Hispanic origin, 1970-2020
- Figure 2: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
- Figure 3: Population, by race/Hispanic origin, 2004-14
- U.S. Asian population
- Asian population by age
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- Figure 4: U.S. Asian population, by age, 2004-14
- Figure 5: U.S. population, by age, 2004-14
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- Figure 6: Generations, by race/Hispanic origin, 2009
- Identifying Asian Americans
- U.S. Asian geographic concentration
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- Figure 7: Asian geographic concentration, by region, 2008
- Asian population by state
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- Figure 8: Top 10 states, by total Asian population and percentage of state total population, 2008
- Asian buying power by state
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- Figure 9: Top 10 states, by Asian buying power, 2008
- Generational insights among Asian consumers
- The Asian household
- Average household size
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- Figure 10: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Average Asian household size by nationality/ancestral group
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- Figure 11: Average Asian family and household size, by nationality/ancestral group, 2000
- Marital status of Asians
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- Figure 12: Marital status of Asians, by age, 2008
- Figure 13: U.S. population marital status, by age, 2008
- Top ethnicities
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- Figure 14: U.S. Asian population, by nationality/ancestral group, 2008
- Asian cities and metros
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- Figure 15: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
- Figure 16: Percentage of Asian nationality/ancestral group, by city, 2000
Asian Americans and Education
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- Asians’ educational attainment
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- Figure 17: Educational attainment of Asians, 2004
- Asians’ educational attainment by nationality
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- Figure 18: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
Self-identity of the Asian American Consumer
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- Key points
- Cultural identity
- U.S./non-U.S.-born
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- Figure 19: Level of cultural association—Asians, by U.S./non-U.S.-born, September 2009
- By age
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- Figure 20: Level of cultural association—Asians, by age, September 2009
- Language preferences
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- Figure 21: English speaking ability—Asians, by nationality/ancestral group, 2000
- U.S./non-U.S.-born
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- Figure 22: Language spoken at home—Asians, by U.S./non-U.S.-born, September 2009
- Asian American women and beauty
- Sorting out the Asian American salad bowl
Spending Power of Asian Americans
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- Key points
- Asian American purchasing power
- Asian income and purchasing power
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- Figure 23: Household income distribution for all households and Asian households, 2009
- Figure 24: Purchasing power, by race/Hispanic origin, 2008
- Household income by race/Hispanic origin
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- Figure 25: Median household income, by race and Hispanic origin of householder, 2008
- Asian affluence
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- Figure 26: Median household income, by top 10 Asian nationality/ancestral groups, 2000
- Asians in this new economy
- Asians’ attitudes towards their finances
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- Figure 27: Perception of being better or worse off than a year ago—Asians, by household income, September 2009
- Financially solid by age
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- Figure 28: Perception of being better or worse off than a year ago—Asians, by age, September 2009
- Financial stability by household size
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- Figure 29: Perception of being better or worse off than a year ago—Asians, by household size, September 2009
- Home ownership
- Asian home ownership
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- Figure 30: Home ownership rates in the 10 metropolitan statistical areas with the highest number of Asian Americans, 2008
Shopping Behavior for Food and Non-food Items
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- Key points
- Attitudes towards shopping
- Asians and non-Asians
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- Figure 31: Attitudes towards shopping, by race/Hispanic origin, April 2008-June 2009
- Asians’ preferences when shopping for food
- By household income
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- Figure 32: Grocery retail channel—Asians, by household income, September 2009
- U.S./non-U.S.-born
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- Figure 33: Grocery retail channel used for food shopping—Asians, by U.S./non-U.S.-born, September 2009
- By language preference
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- Figure 34: Grocery retail channel used for food shopping—Asians, by language spoken at home, September 2009
- Shopping for food in today’s economy
- By household income
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- Figure 36: Changes around food and the current economy—Asians, by household income, September 2009
- By region
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- Figure 37: Changes around food and the current economy—Asians, by region, September 2009
- By language preference
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- Figure 38: Changes around food and the current economy—Asians, by language spoken at home, September 2009
- Food preferences
- By household income
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- Figure 39: Likelihood of enjoying non-Asian cuisine—Asians, by household income, September 2009
- By language
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- Figure 40: Likelihood of enjoying non-Asian cuisine—Asians, by language spoken at home, September 2009
- Shopping for non-food items
- By household income
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- Figure 41: Grocery retail channel used for non-food shopping—Asians, by household income, September 2009
- By age
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- Figure 42: Grocery retail channel used for non-food shopping—Asians, by age, September 2009
- By region
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- Figure 43: Grocery retail channel used for non-food shopping—Asians, by region, September 2009
Asians and Dining Out
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- Key points
- Dining out frequency
- By household income
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- Figure 44: Dining out frequency—Asians, by household income, September 2009
- U.S./non-U.S.-born
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- Figure 45: Dining out frequency—Asians, by U.S./non-U.S.-born, September 2009
- The dining out adventure
- U.S./non-U.S.-born
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- Figure 46: Frequency of new restaurant visits—Asians, by U.S./non-U.S.-born, September 2009
- By household income
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- Figure 47: Frequency of new restaurant visits—Asians, by household income, September 2009.
- By age
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- Figure 48: Frequency of new restaurant visits—Asians, by age, September 2009
Leisure and Media Preferences
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- Key points
- Leisure activities
- By age
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- Figure 49: Leisure activities—Asians, by age, September 2009
- By gender
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- Figure 50: Leisure activities—Asians, by gender, September 2009
- Television viewing preferences
- By language
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- Figure 51: Television preferences—Asians, by U.S./non-U.S.-born, September 2009
- By age
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- Figure 52: Television preferences—Asians, by age, September 2009
Asian Online Activities and Purchases
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- Key points
- Consumers and the internet
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- Figure 53: Attitudes towards the internet, by race/Hispanic origin, April 2008-June 2009
- Online activities of Asians
- By age
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- Figure 54: Internet activities—Asians, by age, September 2009
- By language
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- Figure 55: Internet activities—Asians, by language spoken at home, September 2009
- Online purchases by Asians
- By language
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- Figure 56: Online purchases—Asians, by language spoken at home, September 2009
- By gender
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- Figure 57: Online purchases—Asians, by gender, September 2009
Advertising
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- Health
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- Figure 58: MD Anderson Cancer Center
- Insurance
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- Figure 59: Mass Mutual Financial Group
- Fashion
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- Figure 60: Eileen Fisher
- Financial services
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- Figure 61: Allianz
Cluster Analysis
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- Printers
- Who they are
- Opportunity
- Frienders
- Who they are
- Opportunity
- Homers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 62: Asian American clusters, September 2009
- Figure 63: Changes around food and the current economy, by Asian American clusters, September 2009
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- Figure 64: Leisure activities, by Asian American clusters, September 2009
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- Figure 65: Internet activities, by Asian American clusters, September 2009
- Cluster demographics
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- Figure 66: Asian American clusters, by gender, September 2009
- Figure 67: Asian American clusters, by age, September 2009
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- Figure 68: Asian American clusters, by household income, September 2009
- Figure 69: Asian-American clusters, by U.S./non-U.S.-born, September 2009
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- Figure 70: Asian American clusters, by language spoken at home, September 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 71: Median family income, by nationality/ancestral group, 2000
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- Figure 72: U.S./non-U.S.-born, by age, September 2009
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- Figure 73: Leisure activities—Asians, by U.S./non-U.S.-born, September 2009
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- Figure 74: Online activities—Asians, by household income, September 2009
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- Figure 75: Mean cultural association and cuisine preference—Asians, by U.S./non-U.S.-born, September 2009
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- Figure 76: Attitudes towards apparel shopping, by race/Hispanic origin, April 2008-June 2009
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- Figure 77: Foreign travel, by race/Hispanic origin, April 2008-June 2009
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- Figure 78: Expenditures on foreign travel, by race/Hispanic origin, April 2008-June 2009
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Appendix: Trade Associations
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