Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Expenditure data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Asian entertainment spending is growing
-
- Figure 1: Distribution of total entertainment expenditures across entertainment segments, by race, 2010-12*
- Higher-income households drive spending on entertainment
-
- Figure 2: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
- Multigenerational and online lifestyles drive Asians’ leisure decisions
- Movies and home-cooked meals most common in-home leisure activities
-
- Figure 3: Top at-home leisure activities – participation at least once a month, May 2014
- Dining out and shopping top out-of-home leisure activities
-
- Figure 4: Top out-of-home activities – participation at least once a month, May 2014
- Friends and family drive dining and event choices
-
- Figure 5: Top information sources for out-of-home entertainment, May 2014
- Asians eat at both Asian and non-Asian restaurants
-
- Figure 6: Out-of-home food choices, May 2014
- Asians favor less popular sports
-
- Figure 7: Top out-of-home events and activities attendance, May 2014
- Asians want to attend events where they can relax with family
-
- Figure 8: Top factors impacting entertainment choices – at least somewhat important, May 2014
- What we think
Issues and Insights
-
- How can entertainment offerings appeal to diverse, multigenerational Asian families?
- The issues
- The implications
- How do Asians’ digital lifestyles impact their entertainment choices?
- The issues
- The implications
- Asians can be big spenders, but only when they see good value
- The issues
- The implications
Trend Application
-
- Trend: Slow It All Down
- Trend: Edutainment
- Trend: Moral Brands
Asians’ Entertainment Expenditures
-
- Key points
- Entertainment spending by Asians growing fast
-
- Figure 9: Expenditures of Asian households, indexed to all households, 2010-12*
- Asians spend more on admission to events
-
- Figure 10: Distribution of total expenditures across entertainment segments, by race, 2010-12*
- High-income Asians, under-45s biggest entertainment spenders
-
- Figure 11: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
- Acculturated Asians spend more on entertainment
-
- Figure 12: Monthly household entertainment expenditures, by dominant culture and country, May 2014
Marketing Strategies
-
- Theme: Asian language entertainment
- Theme: Asian YouTube stars go mainstream
- Verizon Wireless/Linsanity partnership draws YouTube stars
-
- Figure 13: Verizon TV spot, “Linsanity the movie, sweepstakes,” 2013
- Michelle Phan plugs Audible with book club
In-home Activities
-
- Key points
- Movie night and home-cooked meals popular among Asians
-
- Figure 14: Frequency of participation in at-home leisure activities, May 2014
- Asians cook, take photos for fun
-
- Figure 15: Participation in in-home leisure activities/hobbies in the last 12 months, by Asians and non-Asians, November 2012-December 2013
- Income influences how Asians consume video content
-
- Figure 16: In-home activities done at least once a month, by household income, May 2014
- PCs entertainment hubs for unacculturated Asians
-
- Figure 17: In-home activities done at least once a month, by dominant culture, May 2014
Out-of-home Activities
-
- Key points
- Dining out tops out-of-home activities
-
- Figure 18: Out-of-home activities, May 2014
- Asians favor educational activities
-
- Figure 19: Participation in out-of-home leisure activities/hobbies in the last 12 months, by race, November 2012-December 2013
- Asian moviegoers attend more frequently
-
- Figure 20: Number of movie theater visits in the last 90 days, by race, November 2012-December 2013
-
- Figure 21: Movie genre preference, by race, November 2012-December 2013
- Middle-income Asians have active leisure time
-
- Figure 22: Out-of-home activities done at least once a month, by household income, May 2014
- Unacculturated Asians enjoy a variety of out-of-home activities
-
- Figure 23: Out-of-home activities done at least once a month, by dominant culture, May 2014
Information Sources for Out-of-home Entertainment
-
- Key points
- Most Asians learn about bars and restaurants by word-of-mouth
-
- Figure 24: Information sources for out-of-home entertainment, May 2014
- Higher-income Asians read restaurant and bar reviews in print
-
- Figure 25: Information sources for out-of-home entertainment, by household income, May 2014
- Acculturated Asians do less research on bars and restaurants
-
- Figure 26: Information sources for out-of-home entertainment, by dominant culture, May 2014
Out-of-home Food Choices
-
- Key points
- Asians frequent both Asian and non-Asian restaurants
-
- Figure 27: Out-of-home food choices, May 2014
- Unacculturated Asians important customer base for Asian restaurants
-
- Figure 28: Out-of-home food choices, by dominant culture, May 2014
- Asians with kids more likely to choose Asian restaurants
-
- Figure 29: Out-of-home food choices, by presence of children in household, May 2014
Attending Events
-
- Key points
- Sports, fairs, and festivals lead in Asian attendance
-
- Figure 30: Events and activities attendance, May 2014
- Asians favor niche sports
-
- Figure 31: Interest in professional sports, by race, November 2012-December 2013
- Fewer Asians attend live concerts
-
- Figure 32: Live entertainment preferences and attendance in the last 12 months, by race, November 2012-December 2013
- Acculturated Asians are bigger sports fans
-
- Figure 33: Events and activities attendance – Attended in the last 12 months, by dominant culture, May 2014
Entertainment Ticket Buying Behaviors
-
- Key points
- Friends and family important to Asian entertainment purchasing
-
- Figure 34: Entertainment ticket buying behaviors, by household income, May 2014
- More acculturated Asians rely on traditional media to find entertainment
-
- Figure 35: Entertainment ticket buying behaviors, by dominant culture, May 2014
- Asians who spend big on entertainment get more information online
-
- Figure 36: Entertainment ticket buying behaviors, by monthly household entertainment expenditures, May 2014
Factors Impacting Entertainment Choices
-
- Key points
- Time with family top driver of entertainment choices by Asians
-
- Figure 37: Factors impacting entertainment choices, May 2014
- Asian parents choose events with educational or cultural value
-
- Figure 38: Factors impacting entertainment choices – At least somewhat important, by presence of children in household, May 2014
- Unacculturated Asians have high expectations for entertainment
-
- Figure 39: Factors impacting entertainment choices – At least somewhat important, by dominant culture, May 2014
Impact of Asian Origin
-
- Key points
- Indian Americans are frequent party hosts
-
- Figure 40: In-home activities done at least once a month, by country, May 2014
- Indian Americans important market for gyms, bars, and charities
-
- Figure 41: Out-of-home activities done at least once a month, by country, May 2014
- Japanese Americans mirror non-Asians in entertainment preferences
-
- Figure 42: Events and activities attendance – Attended in the last 12 months, by country, May 2014
- More Indian Americans learn about restaurants and bars online
-
- Figure 43: Information sources for out-of-home entertainment, by country, May 2014
- Most Indian Americans typically choose Indian restaurants
-
- Figure 44: Out-of-home food choices, by country, May 2014
- Indian Americans demand more than fun from entertainment
-
- Figure 45: Factors impacting entertainment choices – At least somewhat important, by country, May 2014
Whom Asians Spend Time With
-
- Key points
- Majority of Asians spend most non-work time with other Asians
-
- Figure 46: Whom Asians spend time with, May 2014
- Two thirds of acculturated Asians mainly socialize with non-Asians
-
- Figure 47: Whom Asians spend time with – Out of home (not at work), by dominant culture, May 2014
- Nearly one in five acculturated Asians live with non-English-dominant Asians
-
- Figure 48: Whom Asians spend time with – At home, by dominant culture, May 2014
- Asian moms spend more time with other Asians
-
- Figure 49: Whom Asians spend time with – Out of home (not at work), by gender and parents with children in household, May 2014
Asian Values
-
- Key points
- There are no “Asian values,” but education and family come closest
-
- Figure 50: Asian values, May 2014
- Acculturated Asians find more agreement on Asian values
-
- Figure 51: Asian values, by dominant culture, May 2014
-
- Figure 52: Asian values, by country, May 2014
Buying Power of Asian Americans
-
- Key points
- Asian American buying power growing the fastest
-
- Figure 53: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 54: Purchasing power, by race/Hispanic origin, 1990-2018
-
- Figure 55: Top 10 US states ranked by share of Asian buying power, 2013
- Figure 56: Top 10 states ranked by dollar amount of Asian buying power, 2013
- US household income distribution
-
- Figure 57: Median household income, by race/Hispanic origin of householder, 2012
Demographics of Asians in America
-
- Key points
- Population trends
-
- Figure 58: Population by race and Hispanic origin, 2009-19
- Figure 59: Asian, Black, and Hispanic populations, 1970-2020
-
- Figure 60: Population, by race and Hispanic origin, 1970-2020
- Share of births
-
- Figure 61: Distribution of births, by race of mother, 2002-12
- Asian American share of population by age
-
- Figure 62: Asian American share of population, by age, 2009-19
- US population by race/ethnicity and gender
-
- Figure 63: Women by race and Hispanic origin, 2009-19
- Figure 64: Men by race and Hispanic origin, 2009-19
- Asian American population by gender and age
-
- Figure 65: Age distribution of Asian women, 2009-19
- Figure 66: Age distribution of Asian men, 2009-19
- Characteristics
- Marital status
-
- Figure 67: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
-
- Figure 68: Marital status of Asians, by age, 2013
- Figure 69: Marital status of Asians, by age, 2013
- Gender ratio
-
- Figure 70: Gender ratio of Asians versus general population, by age, 2014
- Household size
-
- Figure 71: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
-
- Figure 72: Households, by presence and ages of own children, 2013
- Generations
-
- Figure 73: Generations, by race, 2014
- Figure 74: Population, by race and generation, 2014
-
- Figure 75: Distribution of generations, by race and Hispanic origin, 2014
- Asians by country of origin/heritage
-
- Figure 76: Asian population, by country of origin/heritage, 2010
- Figure 77: Asian Demographics, by country of origin/heritage, 2010
- Chinese (23% of Asian Americans)
- Filipinos (20% of Asian Americans)
- Indians (18% of Asian Americans)
- Vietnamese (10% of Asian Americans)
- Koreans (10% of Asian Americans)
- Japanese (8% of Asian Americans)
- Other (11% of Asian Americans)
-
- Figure 78: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
- Asian Americans by geographic concentration
-
- Figure 79: Largest Asian groups by country of origin/ancestry, by region, 2010
- States by Asian share of population
-
- Figure 80: Asian population as a percent of total population by state, 2010
- Figure 81: States ranked by Asian Share of Population, 2010
- States with the most Asian population growth
-
- Figure 82: Asian population rate of change by state, 2000-10
- Figure 83: States ranked by change in Asian population, 2000-10
- Key Asian American metropolitan areas
-
- Figure 84: Metropolitan areas with the largest number of Asian residents, by country of origin/ancestry, 2010
- Figure 85: Concentration of Asian Americans by county, 2010
- Asians online
-
- Figure 86: Frequency of internet use by race and Hispanic origin, 2010
Appendix – Other Useful Consumer Tables
-
- Asians’ entertainment expenditures
-
- Figure 87: Monthly household entertainment expenditures, May 2014
-
- Figure 88: Monthly household entertainment expenditures, by gender, May 2014
-
- Figure 89: Monthly household entertainment expenditures, by household income, May 2014
-
- Figure 90: Monthly household entertainment expenditures, by marital status, May 2014
-
- Figure 91: Monthly household entertainment expenditures, by presence of children in household, May 2014
-
- Figure 92: Monthly household entertainment expenditures, by gender and household income, May 2014
-
- Figure 93: Monthly household entertainment expenditures, by country, May 2014
-
- Figure 94: Monthly household entertainment expenditures, by region, May 2014
-
- Figure 95: Monthly household entertainment expenditures, by dominant culture, May 2014
- In-home activities
-
- Figure 96: In-home activities done at least once a month, by gender, May 2014
-
- Figure 97: In-home activities done at least once a month, by age, May 2014
-
- Figure 98: In-home activities done at least once a month, by presence of children in household, May 2014
-
- Figure 99: In-home activities done at least once a month, by gender and parents with children in household, May 2014
-
- Figure 100: In-home activities done at least once a month, by region, May 2014
-
- Figure 101: In-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
-
- Figure 102: In-home activities done at least once a month, by Asian values, May 2014
- Out-of-home activities
-
- Figure 103: Out-of-home activities done at least once a month, by gender, May 2014
-
- Figure 104: Out-of-home activities done at least once a month, by age, May 2014
-
- Figure 105: Out-of-home activities done at least once a month, by presence of children in household, May 2014
-
- Figure 106: Out-of-home activities done at least once a month, by gender and parents with children in household, May 2014
-
- Figure 107: Out-of-home activities done at least once a month, by region, May 2014
-
- Figure 108: Out-of-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
- Information sources for out-of-home entertainment
-
- Figure 109: Information sources for out-of-home entertainment, May 2014
-
- Figure 110: Information sources for out-of-home entertainment, by age, May 2014
-
- Figure 111: Information sources for out-of-home entertainment, by gender and household income, May 2014
-
- Figure 112: Information sources for out-of-home entertainment, by region, May 2014
-
- Figure 113: Information sources for out-of-home entertainment, by Asian values, May 2014
- Out-of-home food choices
-
- Figure 114: Out-of-home food choices, May 2014
-
- Figure 115: Out-of-home food choices, by age, May 2014
-
- Figure 116: Out-of-home food choices, by marital status, May 2014
-
- Figure 117: Out-of-home food choices, by region, May 2014
-
- Figure 118: Out-of-home food choices, by language spoken in home, May 2014
-
- Figure 119: Out-of-home food choices, by Asian values, May 2014
- Events and activities attendance
- Attended in the last 12 months
-
- Figure 120: Events and activities attendance – Attended in the last 12 months, by age, May 2014
-
- Figure 121: Events and activities attendance – Attended in the last 12 months, by household income, May 2014
-
- Figure 122: Events and activities attendance – Attended in the last 12 months, by education, May 2014
-
- Figure 123: Events and activities attendance – Attended in the last 12 months, by gender and household income, May 2014
-
- Figure 124: Events and activities attendance – Attended in the last 12 months, by region, May 2014
- Plan to attend in the next 12 months
-
- Figure 125: Events and activities attendance – Plan to attend in the next 12 months, by age, May 2014
-
- Figure 126: Events and activities attendance – Plan to attend in the next 12 months, by household income, May 2014
-
- Figure 127: Events and activities attendance – Plan to attend in the next 12 months, by gender and household income, May 2014
-
- Figure 128: Events and activities attendance – Plan to attend in the next 12 months, by country, May 2014
-
- Figure 129: Events and activities attendance – Plan to attend in the next 12 months, by region, May 2014
-
- Figure 130: Events and activities attendance – Plan to attend in the next 12 months, by dominant culture, May 2014
- Entertainment ticket buying behavior
-
- Figure 131: Entertainment ticket buying behaviors, May 2014
-
- Figure 132: Entertainment ticket buying behaviors, by age, May 2014
- Factors impacting entertainment choices
-
- Figure 133: Factors impacting entertainment choices – At least somewhat important, by gender, May 2014
-
- Figure 134: Factors impacting entertainment choices – At least somewhat important, by age, May 2014
-
- Figure 135: Factors impacting entertainment choices – At least somewhat important, by household income, May 2014
-
- Figure 136: Factors impacting entertainment choices – At least somewhat important, by region, May 2014
-
- Figure 137: Factors impacting entertainment choices – At least somewhat important, by years residing in the US, May 2014
-
- Figure 138: Factors impacting entertainment choices – At least somewhat important, by Asian values, May 2014
- Whom Asians spend time with
-
- Figure 139: Whom Asians spend time with – Out of home (not at work), by age, May 2014
-
- Figure 140: Whom Asians spend time with – At home, by spoken language preference, May 2014
- Attitudes toward technology and the internet
-
- Figure 141: Attitudes toward technology, by race, November 2012-December 2013
-
- Figure 142: Attitudes toward lifestyles and the internet, by race, November 2012-December 2013
Appendix – Trade Associations
Back to top