Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- A fast-growing audience
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- Figure 1: Population by race and Hispanic origin, 2009-19
- An incredibly diverse population
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- Figure 2: Asian population, by country of origin/heritage, 2010
- Affluent, educated families – who are very tech-savvy
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- Figure 3: Median household income, education, marital status, by race/Hispanic origin, 2014 and 2015
- The opportunities
- Connect with entertaining ads
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- Figure 4: Attributes of best ads – Entertaining, made me laugh, by key demographics, August 2016
- Get social
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- Figure 5: Opinions on social advertising, by men and women ages 18-34, August 2016
- A delicate balance
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- Figure 6: Asian cultural nuances, by select demographics, August 2016
- What it means
The Market – What You Need to Know
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- An increasingly important audience
- Traditional families dominate
- A fragmented population
- Significant acculturation differences, driven by immigration
Asian Americans – By the Numbers
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- A growing audience
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- Figure 7: Population by race and Hispanic origin, 2011-21
- Asian American buying power growing rapidly
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- Figure 8: Purchasing power by race and Hispanic origin, 2009-19
- Strong focus on family
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- Figure 9: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Market Breakdown
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- A diverse population
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- Figure 10: Asian population, by country of origin/heritage, 2010
- Figure 11: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
- Varying levels of education and acculturation
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- Figure 12: Asian demographics, by country of origin/heritage, 2010
Market Factors
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- Highly tech-savvy
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- Figure 13: Personal ownership of laptops/netbooks, smartphones and tablets, Asian vs all, April 2015
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- Figure 14: Internet use, by race, 2004-16
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- Figure 15: Methods used to access the internet in the last three months, Asians versus all, April 2015
- An array of media options
- A growing force in entertainment
Key Players – What You Need to Know
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- Show, don’t tell
- Don’t offend
- Be cautious about cultural targeting
- Take advantage of new tools
What’s Working?
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- Featuring Asian celebrities in ads...
- And also everyday families
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- Figure 16: Amazon Prime “Lion” ad, 2016
What’s Struggling?
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- Avoid stereotypes
- Be cautious about cultural targeting. . .
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- Figure 17: Central Pacific Bank ad, 2016
- Even if you’re not targeting Asians
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- Figure 18: Panda Express “Fortune Tales | The Story of Chinese New Year”, 2016
What’s Next?
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- Getting the message
- Harnessing the buzz
The Consumer – What You Need to Know
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- TV, print most popular ad types
- Opportunities in TV and social
- Funny, entertaining ads have the edge
- English-language ads preferred
- Concerns about email clutter
- Stereotypes not a major concern
Asians’ Perceptions of Advertising Types
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- TV, print most positively viewed
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- Figure 19: Asians' perceptions of advertising by type – Positive and negative attributes (nets), August 2016
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- Figure 20: Asians' perceptions of advertising by type – Specific attributes, August 2016
- Southeast Asians most likely to view traditional ads favorably
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- Figure 21: Asians' perceptions of advertising by type – Positive attributes, by ethnic heritage, August 2016
- Older audiences find TV most appealing
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- Figure 22: Asians' perceptions of TV advertising– Specific attributes, by age/gender, August 2016
- Social media ads gain ground with younger women
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- Figure 23: Asians' perceptions of social media advertising– Specific attributes, ny age/gender, August 2016
Media Channels – Strength in Print, Social
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- Solid engagement with TV advertising
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- Figure 24: Asians’ attitudes toward television and advertising, index to all, February 2015-March 2016
- More reliance on radio than the norm
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- Figure 25: Asians’ attitudes toward radio and advertising, index to all, February 2015-March 2016
- Much stronger engagement with magazines than the norm
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- Figure 26: Asians’ attitudes toward magazines and advertising, index to all, February 2015-March 2016
- Trust but less readership with newspapers
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- Figure 27: Asians’ attitudes toward newspapers and advertising, index to all, February 2015-March 2016
- Interest in social far outpaces the norm
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- Figure 28: Asians’ attitudes toward social media and advertising, index to all, February 2015-March 2016
What Asians Think are Attributes of the Best Ads
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- Make them laugh
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- Figure 29: What Asians think are the attributes of best ads, August 2016
- Younger men particularly interested in humor
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- Figure 30: What Asians think are the attributes of best ads, by gender/age, August 2016
- Entertainment factor key for South Asians
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- Figure 31: What Asians think are the attributes of best ads, by ethnic heritage, August 2016
- Positive outlook on ads overall
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- Figure 32: Asians’ attitudes toward advertising, index to all, February 2015-March 2016
Asians’ Opinions on Advertising
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- Asian celebrities have the edge
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- Figure 33: Asians' advertising opinions – Attention to American vs Asian celebrities, August 2016
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- Figure 34: Asians’ attitudes toward celebrities, index to all, and by age and household income, February 2015-March 2016
- Newcomers, US born like Asian celebs
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- Figure 35: Asians' advertising opinions – Attention to American vs Asian celebrities, by years residing in US, August 2016
- Some skepticism around ads
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- Figure 36: Asians' advertising opinions – Ad reality and trust, August 2016
- East Asians less trustful of ads
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- Figure 37: Asians' advertising opinions – Ad reality and trust, by ethnic origin, August 2016
- Ads in English the overwhelming preference
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- Figure 38: Asians' advertising opinions – Language preference, August 2016
- Even recent arrivals still prefer English
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- Figure 39: Asians' advertising opinions – Language preference, by years residing in US, August 2016
Asians’ Attitudes toward Mobile/Online Ads
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- Quantity outweighing quality for email
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- Figure 40: Asians' attitudes toward online ads – Quantity and intrusiveness, August 2016
- Older Asians less patient with online ads
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- Figure 41: Asians' attitudes toward online ads – Quantity and intrusiveness, by age/gender, August 2016
- Some openness to sharing information
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- Figure 42: Asians' attitudes toward online ads – Sharing personal information, August 2016
- Southeast Asians most open to sharing
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- Figure 43: Asians' attitudes toward online ads – Sharing personal information, by ethnic heritage, August 2016
- Mobile ads not that popular
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- Figure 44: Asians' attitudes toward online ads – Mobile ads, August 2016
- Younger users more open to mobile ads
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- Figure 45: Asians' attitudes toward online ads – Mobile ads, by age/gender, August 2016
Asian Cultural Nuances
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- Majority not concerned about stereotypes
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- Figure 46: Asian cultural nuances, August 2016
- Younger Asians less satisfied with ads
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- Figure 47: Asian cultural nuances, by age, August 2016
- US-born less connected to advertising
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- Figure 48: Asian cultural nuances, by birth country, August 2016
Asians’ Attitudes toward Advertising
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- Positive perceptions of advertising
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- Figure 49: Asians’ attitudes toward advertising – Any agree, August 2016
- Recommendations matter most for younger Asians
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- Figure 50: Asians’ attitudes toward advertising – Any agree, by age, August 2016
- Southeast Asians most driven by ads
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- Figure 51: Asians’ attitudes toward advertising – Any agree, August 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Demographics
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- Figure 52: Population by race and Hispanic origin, 2011-21
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Appendix – Consumer
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- Figure 53: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
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- Figure 54: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
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- Figure 55: Asians’ attitudes toward magazines and advertising, index to all, and by age and household income, February 2015-March 2016
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- Figure 56: Asians’ attitudes toward newspapers and advertising, index to all, and by age and household income, February 2015-March 2016
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- Figure 57: Asians’ attitudes toward social media and advertising, index to all, and by age and household income, February 2015-March 2016
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- Figure 58: Asians’ attitudes toward advertising, index to all, index to all, and by age and household income, February 2015-March 2016
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