Table of Contents
Executive Summary
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- Figure 1: Estimated Asian spending on select electronic equipment, 2014
- The issues
- Small Asian population a challenge for marketers
- Affluent Asians can afford the newest technology
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- Figure 2: Median household income, Asians versus all, 2013
- Asians prefer strong global brands
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- Figure 3: CE brands where Asians over index for ownership, by category, April-December 2014
- Asians favor forward-looking technology
- The opportunities
- Asians lead shift to mobile
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- Figure 4: Personal ownership of laptops/netbooks, smartphones, and tablets, Asian versus all, April 2015
- Asians highly influential tech leaders
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- Figure 5: Social media sites visited, Asians versus all, April 2015
- Indians ripe market for new technology
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- Figure 6: Asian personal ownership of consumer electronics hardware, by country of origin, April 2015
- Future brighter for gaming among Asians
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- Figure 7: Opinions regarding video games – Teens, by race, November 2013-December 2014
- What it means
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The Market – What You Need to Know
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- Asian share of electronics spend small but growing
- Asians have outsized purchasing power
- Demographics of Asian population positive for tech purchasing and use
- Affluent Asians can afford the newest gadgets
Expenditures on Select Electronic Equipment
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- Asians make up small but fast-growing share of CE consumption
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- Figure 8: Spending on selected electronic equipment, by all consumers and Asians, 2014
Market Perspective
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- Asian American buying power growing rapidly
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- Figure 9: Purchasing power, by race/Hispanic origin, 1990-2019
- Asian buying power geographically concentrated
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- Figure 10: Top 10 states ranked by dollar amount of Asian buying power, 2014
Market Factors
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- Asians overrepresented in tech-friendly age groups
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- Figure 11: Asian American share of projected population, by age, 2015-25
- Nearly one third of US Asians are Millennials
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- Figure 12: Generations, by race, 2014
- Asians more likely to be financially secure
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- Figure 13: Median household income, Asians versus all, 2013
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- Figure 14: Unemployment, Asians versus all, January 2007- March 2015
Key Players – What You Need to Know
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- Strength beats value
- Global beats regional
- Future of gaming among Asians taking off
What’s In?
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- Dominance, prestige, and Asian brands
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- Figure 15: Hardware brand owned, Asian versus all, April-December 2014
What’s Out?
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- Regional brands, value brands, and uncertainty
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- Figure 16: Hardware brand owned, Asian versus all, April-December 2014
What’s Next?
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- New gaming hardware
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- Figure 17: Brand summary of video game systems owned or played, Asian versus all, April-December 2014
The Consumer – What You Need to Know
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- Asians favor latest and best technology
- Asians lead shift to mobile
- Asians highly influential tech consumers
- Indians most tech-savvy Asian group
Technology Products Overview
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- Opportunities in A/V equipment
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- Figure 18: Asian household ownership of consumer electronics hardware, April 2015
- Selling upgrades and accessories for mobile computing
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- Figure 19: Asian personal ownership of consumer electronics hardware, April 2015
- Indians lead and Japanese lag on adoption of mobile computing
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- Figure 20: Asian personal ownership of consumer electronics hardware, by country of origin, April 2015
- Unacculturated Asians less tempted by entertainment technology
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- Figure 21: Asian personal ownership of consumer electronics hardware, by dominant culture, April 2015
Television Ownership
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- Asians lead trend away from TV
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- Figure 22: Household ownership of televisions, Asian versus all, April 2015
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- Figure 23: Number of televisions owned, Asian versus all, April 2015
Television Behaviors and Attitudes
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- Linear television on the way out
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- Figure 24: Attitudes toward watching television, Asian versus all, April 2015
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- Figure 25: Television watching behaviors, Asian versus all, April 2015
- Asians appear to exert more control over their TV advertising exposure
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- Figure 26: Attitudes toward TV and advertising – any agree, Asian versus all, Fall 2014
Physical and Digital Playback
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- Asian abandonment of shiny discs negative indicator for larger market
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- Figure 27: Household ownership of media playback devices, Asian versus all, April 2015
Gaming Consoles
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- Asians are less likely to own gaming consoles
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- Figure 28: Gaming console ownership, Asian versus all, April 2015
- Asian young adults represent missed opportunity for gaming
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- Figure 29: Gaming console personal ownership, Asian versus all, by age, April 2015
PCs and Tablets
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- Asians abandon desktops at rapid rate
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- Figure 30: Asian household ownership of PCs – Type, trended, April 2010-December 2014
- Asians a prime market for mobile computing accessories, services
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- Figure 31: Household and personal ownership of PCs, Asian versus all, April 2015
Mobile Phones and Wearables
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- Asians leading shift to smartphones
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- Figure 32: Personal ownership of mobile phones, Asian versus all, April 2015
- Asians prime untapped market for wearables
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- Figure 33: Personal ownership of wearable devices, Asian versus all, April 2015
Other Portable Electronics Hardware
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- Asians lead the way in abandoning single-function devices
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- Figure 34: Asian household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
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- Figure 35: Other portable electronics hardware ownership, Asian versus all, April 2015
- Figure 36: Devices used to read an e-book in the last 12 months, Asians versus all, April 2014-December 2014
Internet Usage
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- Internet usage nearly universal among Asian Americans
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- Figure 37: Asians’ incidence of internet use, April 2012-December 2014, and by age, April 2014-December 2014
- Asians more likely than the average to access via mobile devices
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- Figure 38: Methods used to access the internet in the last three months, Asians versus all, April 2015
- Out-of-home internet use growing rapidly
Online Activities
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- Asians leading a massive shift to the mobile web
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- Figure 39: Online activities in past three months, Asians versus All, April 2015
- PCs still relevant
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- Figure 40: Selected online activities by Asians in past three months, by device, April 2015
Social Media
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- Visual communication – photos and image sharing – important to Asians
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- Figure 41: Social media sites visited, Asians versus all, April 2015
Attitudes toward Technology and Electronics
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- Asians know and love cutting-edge technology
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- Figure 42: Attitudes toward technology, Asians versus all, April 2015
- Indian Asians are enthusiastic and confident about technology
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- Figure 43: Attitudes toward technology, by country of origin, April 2015
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- Figure 44: Attitudes toward electronics – Any agree, by country of origin, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 45: Asians’ household internet service subscription, trended, April 2014-December 2014
- Figure 46: Brand of GPS owned, Asian versus all, April 2014-December 2014
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- Figure 47: Social media sites visited, Asians versus all, April 2015
- Figure 48: Devices used to read an ebook in the last 12 months, Asians versus all, April 2014-December 2014
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Appendix – Consumer
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- Television
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- Figure 49: Asian household ownership of televisions – Type, trended, April 2010-December 2014
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- Figure 50: Asians’ attitudes toward TV and advertising – Any agree, trended, April 2010-December 2014
- Physical and digital playback
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- Figure 51: Asian household ownership of DVD/Blu-ray player, trended, April 2010-December 2014
- Gaming consoles
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- Figure 52: Asians and video games – Owns or plays, trended, April 2010-December 2014
- Mobile phones
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- Figure 53: Asian cellphone/smartphone ownership – Type, trended, April 2012-December 2014
- Other portable electronics
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- Figure 54: Asian household/personal ownership of other portable electronics hardware – Type, trended, April 2010-December 2014
- Internet usage
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- Figure 55: Asian internet usage, trended, April 2012-December 2014
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- Figure 56: Asians’ internet usage by location, trended, April 2012-December 2014
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- Figure 57: Internet browsers Asians use to access the internet, trended, April 2014-December 2014
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- Figure 58: Asians’ household internet service subscription, trended, April 2014-December 2014
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- Figure 59: Asians’ method of internet access at home, trended, April 2012-December 2014
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- Figure 60: Hardware Asians use to access the internet at home, trended, April 2012-December 2014
- Online activities
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- Figure 61: Online activities in past three months, Asians versus all, April 2015
- Attitudes toward technology and electronics
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- Figure 62: Attitudes toward electronics – Any agree, Asians versus all, April 2015
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