Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Asians embrace mobility
- Taking content to go
- PCs predominate
- Traditional media less appealing than digital?
- The web is a lifeline for Asians
- Highly educated shoppers
- Understanding the consumer
Insights and Opportunities
-
- Focus on solutions and information, not culture
- Position PCs as the hub
- Focus on photography
Inspire Insights
-
- Trend: Local Knowledge
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Trend: You Are In Control
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Communicating on the Go
-
- Key points
- Cellphone ownership by Asians
-
- Figure 1: Cellphone ownership and spending on last cellphone bill, by race/Hispanic origin, July 2008-March 2009
-
- Figure 2: Cellphone ownership, Asians by key demographics, December 2009
- Cellphone activities by Asians – usage and interest
- Cellphone activities of Asians by age
-
- Figure 3: Cellphone activities, Asians by age, December 2009
-
- Figure 4: Cellphone activities not used but of interest, Asians by age, December 2009
- Cellphone activities of Asians by origin and language spoken
-
- Figure 5: Cellphone activities, Asians by U.S. or non-U.S. born, december 2009
-
- Figure 6: Cellphone activities, Asians by language spoken at home, december 2009
Entertainment and Content on the Go
-
- Key points
- Portable entertainment – ownership and planning ahead
- Portable entertainment ownership/interest by gender
-
- Figure 7: Portable entertainment devices owned, Asians by gender, December 2009
-
- Figure 8: Portable entertainment devices – interested in buying, Asians by gender, December 2009
- Portable entertainment ownership/interest by age
-
- Figure 9: Portable entertainment devices owned, Asians by age, December 2009
-
- Figure 10: Portable entertainment devices – interested in buying, Asians by age, December 2009
- Portable entertainment ownership/interest by household income
-
- Figure 11: Portable entertainment devices owned, Asians by household income, December 2009
-
- Figure 12: Portable entertainment devices – interested in buying, Asians by household income, December 2009
- Portable entertainment ownership/interest by U.S. born/non-U.S. born
-
- Figure 13: Portable entertainment devices owned, Asians by U.S. or non-U.S. born, December 2009
- Portable entertainment ownership/interest by language spoken at home
-
- Figure 14: Portable entertainment devices owned, Asians by language spoken at home, December 2009
-
- Figure 15: Portable entertainment devices – interested in buying, Asians by language spoken at home, December 2009
- Portable entertainment – MP3 players
- Overall MP3 player ownership by race/Hispanic origin
-
- Figure 16: MP3 ownership, intention to buy and average purchase price, by race/Hispanic origin and Asians by age and HH income, April 2008-June 2009
- MP3 player features used
-
- Figure 17: MP3 player features available, by race/Hispanic origin, April 2008-June 2009
- Figure 18: MP3 player features available, Asians by age, April 2008-June 2009
- Portable entertainment – gaming
- Asian gaming device usage, by gender
-
- Figure 19: Mobile gaming by Asians by device used, by gender, December 2009
- Asian gaming device usage, by age
-
- Figure 20: Mobile gaming by Asians by device used, by age, December 2009
- Asian gaming device usage, by U.S. or non-U.S. born
-
- Figure 21: Mobile gaming by Asians by device used, by U.S. or non-U.S. born, December 2009
- Asian gaming device usage, by language spoken at home
-
- Figure 22: Mobile gaming by Asians by device used, by language spoken at home, December 2009
- Cameras
- Ownership by Asians
-
- Figure 23: Still camera ownership and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
- Type of camera owned
-
- Figure 24: Digital camera ownership (point and shoot vs SLR) and average purchase price, by race/hispanic origin and Asians by age and HH income, April 2008-June 2009
Computing
-
- Key points
- Overall PC ownership by race/Hispanic origin
-
- Figure 25: PC ownership, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
-
- Figure 26: Number of PCs owned by household, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
- Expenditure on a personal computer by race/Hispanic origin
-
- Figure 27: Mean spending on last PC purchased, by race/Hispanic origin and asians by age and HH income, November 2008-June 2009
- Ownership and planning ahead for PCs and related products
- Ownership and planning ahead by gender
-
- Figure 28: PCs and related products owned, Asians by gender, December 2009
-
- Figure 29: PCs and related products - interested in buying, Asians by gender, December 2009
- Ownership and planning ahead by age
-
- Figure 30: PCs and related products owned, Asians by age, December 2009
-
- Figure 31: PCs and related products - interested in buying, Asians by age, December 2009
- Ownership and planning ahead by household income
-
- Figure 32: PCs and related products owned, Asians by household income, December 2009
-
- Figure 33: PCs and related products – interested in buying, Asians by household income, December 2009
- Ownership and planning ahead by U.S. or non-U.S. born
-
- Figure 34: PCs and related products owned, Asians by U.S. or non-U.S. born, December 2009
-
- Figure 35: PCs and related products interested in buying, Asians by U.S. or non-U.S. born, December 2009
- Ownership and planning ahead by language spoken at home
-
- Figure 36: PCs and related products owned, Asians by language spoken at home, December 2009
-
- Figure 37: PCs and related products – interested in buying, Asians by language spoken at home, December 2009
- Activities performed on PCs by Asians
-
- Figure 38: PC application usage, by race/Hispanic origin, November 2008-June 2009
-
- Figure 39: PC application usage by Asians, by age and income groups, November 2008-June 2009
Entertainment at Home
-
- Key points
- Home entertainment
- Ownership and planning ahead
- Home entertainment ownership/interest by age
-
- Figure 40: Home entertainment devices owned by Asians, by age, December 2009
-
- Figure 41: Home entertainment devices – interested in buying, Asians by age, December 2009
- Home entertainment ownership by household income
-
- Figure 42: Home entertainment devices owned by Asians, by household income, December 2009
- Home entertainment ownership by language spoken at home
-
- Figure 43: Home entertainment devices owned by Asians, by language spoken at home, December 2009
- Videogame playing
- Men more likely gamers, except on social networking sites
-
- Figure 44: Ways that Asians play videogames, by gender, December 2009
- While youngest Asians are key, there are older gamers
-
- Figure 45: Ways that Asians play videogames, by age, December 2009
- Home communication services used
- More mobility in younger groups limiting services used
-
- Figure 46: Home communication services subscribed to by Asians, by age, December 2009
- Household income a major determinant of service usage
-
- Figure 47: Home communication services subscribed to by Asians, by household income, December 2009
- Communication service usage in the Asian household by U.S. or non-U.S. born
-
- Figure 48: Home communication services subscribed to by Asians, by U.S. or non-U.S. born, December 2009
- DVR usage and attitudes among Asians
- Women more likely to use DVRs to skip commercials
-
- Figure 49: Asian attitudes and behavior regarding DVR usage, by gender, December 2009
The Web
-
- Key points
- Social networking
-
- Figure 50: Social networking, number of profiles owned and hours per week used, Asians by key demographics, December 2009
- Videos over the web
- Attitudes towards online video by age
-
- Figure 51: Asian attitudes towards online video, by age, December 2009.
- Online activities and purchases
- General online activities
- Age largely not a determinant for Asians’ online activity
-
- Figure 52: Online activities by Asians, by age, December 2009
- Language spoken at home impacts online activities
-
- Figure 53: Online activities by Asians, by language spoken at home, December 2009
- Online entertainment activities
- Asian online entertainment activities skew younger
-
- Figure 54: Online entertainment activities by Asians, by age, December 2009
- Asian online entertainment activities by language spoken at home
-
- Figure 55: Online activities by Asians, by language spoken at home, December 2009
- Online purchases by Asians – technology and entertainment products
- Technology and entertainment products are researched online but where is the purchase?
-
- Figure 56: Technology and entertainment products purchased online by Asians, by gender, December 2009
- Online technology and entertainment purchases are driven by lifestage
-
- Figure 57: Technology and entertainment products purchased online by Asians, by age, December 2009
- Lower household income means higher technology and entertainment purchases online
-
- Figure 58: Technology and entertainment products purchased online by Asians, by household income, December 2009
- Language, a determining factor in purchasing technology but not entertainment products online
-
- Figure 59: Technology and entertainment products purchased online by Asians, by language spoken at home, December 2009
- Online purchases by Asians – miscellaneous products
- Asian women dominate online purchase of miscellaneous products
-
- Figure 60: Miscellaneous products purchased online by Asians, by gender, December 2009
- Older Asians most likely to buy travel services online
-
- Figure 61: Miscellaneous products purchased online by Asians, by age, December 2009
- Less English spoken means less online purchasing
-
- Figure 62: Miscellaneous products purchased online by Asians, by language spoken at home, December 2009
Attitudes Towards Technology and Buying Behavior
-
- Key points
- General shopping behavior
- General shopping behavior by race/Hispanic origin
-
- Figure 63: General shopping behavior, by race/Hispanic origin, April 2008-June 2009
- Asians’ general shopping behavior by age and household income
-
- Figure 64: General shopping behavior, Asians by age, April 2008-June 2009
- Figure 65: General shopping behavior, Asians by household income, April 2008-June 2009
- Attitudes towards technology purchases
- Attitudes towards technology purchases by race/Hispanic origin
-
- Figure 66: Attitudes towards technology purchases, by race/Hispanic origin, April 2008-June 2009
- Asian attitudes towards technology purchases by age and household income
-
- Figure 67: Attitudes and behavior when shopping for technology/electronics, Asians by age, April 2008-June 2009
-
- Figure 68: Attitudes and behavior when shopping for technology/electronics, Asians by household income, April 2008-June 2009
- Frequency of shopping at home electronics stores
-
- Figure 69: Frequency of visits to home electronics stores during the past month, by race/Hispanic origin, April 2008-June 2009
Marketing and Advertisements
-
- Key points
- Effectiveness of advertisements
- The Asian consumer mindset
-
- Figure 70: Impact of interactive advertising on Asians, by type of advertising, December 2009
- Asian males slightly more open to interactive ads
-
- Figure 71: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by gender, December 2009
- Oldest respondents least likely to respond to most of the types of ads
-
- Figure 72: Whether various types of interactive advertising helped respondent learn about a new product or service, Asians by age, December 2009
- Television
- Viewing preferences
- U.S. or non-U.S. born impacts TV preferences
-
- Figure 73: Television preferences, Asians, by U.S. or non-U.S. born, September 2009
- Younger Asians tuning into Asian TV
-
- Figure 74: Television language preferences, Asians, by age, September 2009
- Advertisements
- AT&T
-
- Figure 75: AT&T U-Verse ad, June 2009
- Hewlett-Packard
-
- Figure 76: HP Pavilion ad, March 2008
- MetroPCS
-
- Figure 77: MetroPCS ad, January 2010
- Sony
-
- Figure 78: Sony VAIO ad, November 2009
Demographics of Asian Americans
-
- Key points
- U.S. population diversity
-
- Figure 79: Population, by race/Hispanic origin, 1970-2020
- Figure 80: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
- Figure 81: Population, by race/Hispanic origin, 2004-14
- U.S. Asian population
- Asian population by age
-
- Figure 82: U.S. Asian population, by age, 2004-14
- Figure 83: U.S. population, by age, 2004-14
-
- Figure 84: Generations, by race/Hispanic origin, 2009
- Identifying Asian Americans
- U.S. Asian geographic concentration
-
- Figure 85: Asian geographic concentration, by region, 2008
- Figure 86: Top 10 states, by total Asian population and percentage of state total population, 2008
- Asian buying power by state
-
- Figure 87: Top 10 states, by Asian buying power, 2008
- Generational insights among Asian consumers
- The Asian household
- Average household size
-
- Figure 88: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Average Asian household size by nationality/ancestral group
-
- Figure 89: Average Asian family and household size, by nationality/ancestral group, 2000
- Marital status of Asians
-
- Figure 90: Marital status of Asians, by age, 2008
- Figure 91: U.S. population marital status, by age, 2008
- Top ethnicities
-
- Figure 92: U.S. Asian population, by nationality/ancestral group, 2008
- Asian cities and metros
-
- Figure 93: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
- Figure 94: Percentage of Asian nationality/ancestral group, by city, 2000
- Asian Americans and education
- Asians’ educational attainment
-
- Figure 95: Educational attainment of Asians, 2004
- Asians’ educational attainment by nationality
-
- Figure 96: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
- Asian American employment by industry
- Technology plays an important role in Asian employment
-
- Figure 97: Top 10 technology companies using H-1B Visas, 2000-09
- Figure 98: Employment by industry, by race/Hispanic origin, 2008
- Asian American purchasing power
- Asian income and purchasing power
-
- Figure 99: Household income distribution for all households and Asian households, 2009
-
- Figure 100: Purchasing power, by race/Hispanic origin, 2008
- Household income by race/Hispanic origin
-
- Figure 101: Median household income, by race and Hispanic origin of householder, 2008
- Asian affluence, by nationality/ancestral group
-
- Figure 102: Median household income, by top 10 Asian nationality/ancestral groups, 2000
- Asians in this new economy
-
- Figure 103: U.S. unemployment rates by race/Hispanic origin, August 2009-December 2009
- Asians’ attitudes towards their finances
-
- Figure 104: Perception of being better or worse off than a year ago – Asians, by household income, September 2009
- Financially solid by age
-
- Figure 105: Perception of being better or worse off than a year ago – Asians, by age, September 2009
Cluster Analysis
-
- Off-liners
- Doers
- Dabblers
- Cluster characteristics
-
- Figure 106: Asian Americans and technology clusters, December 2009
- Figure 107: Online video watching preferences by Asian Americans and technology clusters, December 2009
-
- Figure 108: Online activities conducted by Asian Americans and technology clusters, December 2009
- Cluster demographics
-
- Figure 109: Asian Americans and technology clusters, by gender, December 2009
- Figure 110: Asian Americans and technology clusters, by age group, December 2009
- Figure 111: Asian Americans and technology clusters, by household income group, December 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
-
- Cellphone activities of Asians by household income
-
- Figure 112: Cellphone activities used, Asians by household income, december 2009
-
- Figure 113: Cellphone activities, not used but of interest, Asians by household income, december 2009
- Asian gaming device usage, by household income
-
- Figure 114: Mobile gaming by Asians by device used, by household income, December 2009
- Home entertainment ownership/interest by gender
-
- Figure 115: Home entertainment devices owned by Asians, by gender, December 2009
- Home entertainment ownership by U.S. or non-U.S. born
-
- Figure 116: Home entertainment devices owned by Asians, by U.S. or non-U.S. born, December 2009
- Ways that Asians play videogames – by household income
-
- Figure 117: Ways that Asians play videogames, by household income, December 2009
- DVR usage and attitudes, by language spoken at home
-
- Figure 118: Asian attitudes and behavior regarding DVR usage, by language spoken at home, December 2009
- Miscellaneous product purchases, by household income
-
- Figure 119: Miscellaneous products purchased online by Asians, by household income, December 2009
- Miscellaneous product purchases, by U.S. or non-U.S. born
-
- Figure 120: Miscellaneous products purchased online by Asians, by U.S. or non-U.S. born, December 2009
Appendix: Trade Associations
Back to top