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The Asian-American Marketplace

The Asian-American Marketplace Table of Contents Demographic Profile Slides 4-11 Geographic Patterns Slides 12-17 Purchasing Power Slides 18-22 Spending Patterns & Consumer Behaviors Slides 23-32 Media Usage Slides 33-45 Internet Usage & Technology Slides 46-52

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The Asian-American Marketplace

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  1. The Asian-American Marketplace

  2. Table of Contents Demographic Profile Slides 4-11 Geographic Patterns Slides 12-17 Purchasing Power Slides 18-22 Spending Patterns & Consumer Behaviors Slides 23-32 Media Usage Slides 33-45 Internet Usage & Technology Slides 46-52

  3. According to the Census Bureau, the U.S. Asian population reached 13.5 million in July 2008, growing 2.6% versus the prior year. Asian-Americans account for 4.5% of the U.S. population. Source: U.S Census Bureau, 7/08

  4. A Demographic Profile

  5. Key Census Bureau Facts • The median age of Asians in the U.S. is 35.8, one year younger than the median age for the total U.S. • Top cities for Asian-Americans are Los Angeles, New York and San Francisco. • Median household income is $66,935 for single-race Asians, the highest among all race groups. • 49.5% of single-race Asians 25 and older have a bachelor’s degree or higher level of education. This compares to 27.5% for all people 25 and older. • 19.6% of single-race Asians 25 and older have a graduate or professional degree. This compares with 10.1% for all people 25 and older. Source: U.S. Census Bureau 7/08, American Community Survey 2007 ( latest data available)

  6. Educational Attainment Percent of “25 and Over” in Asian-American Population Source: U.S Census Bureau, Current Population Survey 7/08, American Community Survey 2007 (latest data available)

  7. Household Income Percent Distribution of Asian-American Household Income in 2007 Source: U.S Census Bureau, Current Population Survey 7/08

  8. Types of Housing • 61% of Asian consumers own their own homes. • There are 46% of Asian homeowners with mortgages. • 15% of Asian homeowners are without mortgages. • 39% of Asian consumers are renters. Source: Consumer Expenditure Survey 2007 (latest data available)

  9. The Asian population comprises many groups who differ in languages spoken, culture and length of residence in the United States. This is reflected in the demographic characteristics of these groups. Source: U.S. Census Bureau

  10. Chinese-Americans Are Largest Asian Group Population in Millions Population estimates represent number of people who are either of a particular detailed group only or are of that group in combination with one or more other Asian detailed groups or races. Source: U.S. Census Bureau, “Facts for Features,” May 2007 (latest data available)

  11. Next to Spanish, Chinese is the most widely spoken non-English language in the country, with 2.5 million speakers. Source: American Community Survey 2007 (latest data available)

  12. Geographic Patterns

  13. California Has Largest Population of Asian-Americans • California had the largest Asian population in 2008 (4.6 million), as well as the largest numerical increase during the 2006 to 2007 period (46,746). • New York (1.4 million) and Texas (841,016) followed in population; Texas (33,659) and Florida (18,619) followed in numerical increase. • In Hawaii, Asians made up the highest proportion of the total population (39.3%), with California (12.5%) and New Jersey and Washington (7% each) next. Source: US Census Bureau, 5/08

  14. Ten States with the Largest Asian-American Populations California 4,581,890 New York 1,368,585 Texas 841,016 New Jersey 506,159 Illinois 664,251 Hawaii 558,933 Washington 437,783 Florida 416,318 Virginia 378,226 Massachusetts 321,130 Source: U.S. Census Bureau, “Population Estimates,” 5/08

  15. Hawaii Has the Largest Percentage of Asian-Americans in Its Total Population States with the largest percentage of Asian-Americans in their total population in 2008: Hawaii 39.3% California 12.5% New Jersey 7.7% Washington 6.7% New York 7.0% Nevada 6.2% Alaska 4.5% Maryland 5.1% Virginia 4.9% Massachusetts 5.0% Source: U.S. Census Bureau, “Population Estimates,” 5/08

  16. Percentage of Asian Population by State 2006 Data ClassesPercent 0.8 -1.7 1.8 - 3.3 3.7 - 6.0 7.0 - 13.6 26.0 - 56.0 Source: U.S. Census Bureau, “Population Estimates,” 5/17/07

  17. Ethnic Population Growth Projection for California Is Exceptional California Population Estimates for 2020 Source: ncmonline.com, “Why Ethnic Media?”

  18. Purchasing Power

  19. Asian buying power measured $509 billion in 2008. It has increased 337% from 1990-2008, which is more than double the total population’s increase. Asian buying power is forecast to reach $752 billion by 2013. Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2008

  20. Top 10 States Account for 75% of Asian-American Buying Power • California $162.8 billion • New York $51.4 billion • Texas $32.7 billion • New Jersey $31.7 billion • Illinois $22.5 billion • Hawaii $21.9 billion • Washington $16.3 billion • Florida $15.8 billion • Virginia $14.7 billion • Massachusetts $12.9 billion Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2008

  21. States with the Largest Growth in Asian-American Buying Power • Nevada 1,020 • North Carolina 730 • Georgia 699 • Arizona 664 • Nebraska 635 • Texas 610 • South Dakota 584 • Delaware 584 • Minnesota 582 • Florida 567 State % Increase 1990-2008 Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2008

  22. Factors Leading to the Gains in Asian-American Buying Power • Asian-Americans are generally better educated than the average American, and therefore hold many top-level jobs in management, professional or scientific specialties. • U.S. Asians are younger and entering the workforce for the first time or advancing in their careers. • Nearly all Asians are urbanites – 95% of Asians lived in metro areas in 2002. • The Asian-American population is growing more rapidly than the total population, mostly because of immigration. Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2008

  23. Spending PatternsAnd Consumer Behaviors

  24. Asian-American consumers have traditionally spent more than the average U.S. household on housing, food, education, telecom services, vehicle purchases, household appliances, furniture, and personal insurance. Here’s a closer look at some of these categories. Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2007 (latest data available)

  25. Top Asian-American Average Annual Consumer Expenditures Average Spending Per Consumer Unit Product/Service Asian-American All Consumers Housing $22,554 $16,920 Transportation 10,921 8,758 Personal Insurance & Pensions 6,868 5,336 Food at Home 3,890 3,465 Food Away from Home 3,249 2,668 Utilities, Fuels & Public Services 3,436 3,477 Apparel & Services 2,709 1,881 Health Care 2,170 2,853 Entertainment 2,454 2,698 Education 1,627 945 Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2007 (latest data available)

  26. Study of Asian-American Brand Preferences And Consumer Behaviors • Retail – Asian-Americans shop frequently at department stores, with nearly a third frequenting department stores at least 1-3 times per week. • Automotive - Japanese auto brands are a top choice among the respondents, with Toyota and Honda having the highest ownership. Among the sub-segments, Indians and Koreans have the highest purchase intention among all the groups. • Insurance – Asian-Americans have the highest product ownership rate for auto insurance, followed by health insurance and life insurance. Price and reputation are the top criteria for selecting an insurance company. • Wireless/Telecom - The quality of local and national coverage was the top criterion in Asian-Americans’ purchase decision. Other top features included text messaging and SMS capability. InterTrend Communication’s Knowledge Center surveyed 1,380 people, including Chinese, Vietnamese, Korean, Filipino, and Indian segments, both in heritage languages and in English: Source: Asian Reporter, 5/22/07 (latest data available)

  27. Asian-Americans Research Gadgets Online • Asians cite the Internet as the most important source of information about consumer electronics in a study commissioned by Microsoft Digital Advertising Solutions. • The survey of 10,000 MSN/Windows Live users in Asia was conducted by Synovate. • 86% of respondents used the Internet for research. • Newspapers and word of mouth were at 37%. • Products most often researched were mobile phones, followed by digital cameras, laptops and television. • 25% of those surveyed had purchased a consumer electronics device in the past 12 months. Source: eMarketer 2/5/08

  28. Asian Immigrants Buy Foods that Remind Them of Home • Food is naturally tied to culture, and immigrant communities continue to seek out foods they enjoyed in their home countries. Asian-Americans buy brands and foods they know, and don't buy much American food, according to a study by InterTrend. • Across all nationalities, 63% of Asian-Americans say they eata diet of less than 40% American food. • 67% rate healthy ingredients/nutrition as a critical or significant factor influencing their purchases. • Asian-Americans reported that they established the habit of frequently buying fresh vegetables while in their home country, and believe that frozen or packaged foods aren’t as healthy and don’t taste as good. Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)

  29. Marketing to Asian-Americans in Supermarkets • Nearly half of Asian-Americans (46%) say a discount is a very effective strategy to encourage them to buy a food product, followed by buy-one-get-one-free offers (45%). • The most effective strategy for getting Asian-Americans to try new products or brands is to offer free samples in the store. Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)

  30. The Top 5 Grocery Brands Asian-Americans Say They Use and Love • Nestle 46% • Haagen Dazs 44% • Dreyer’s 42% • Breyer’s 39% • Yoplait 39% Source: Favorite Brands 2006, Marketing to the Emerging Majorities, 2/1/2007 (latest data available)

  31. 87% of Asian-Americans are dissatisfied with how US TV portrays Asians, in respect to both quantity and quality, according to an AZN-commissioned study by The Ronin Group. Source: CableFax Daily, 2/20/07 (latest data available)

  32. 78% of the group has a need for cultural connectivity, and data shows that Asian- Americans pay more attention to advertising that includes Asian faces. Source: CableFax Daily, 2/20/07 (latest data available)

  33. Media Usage

  34. Top 25 Asian-American TV Markets % Total Asian-American TV HH Cume % Asian-American TV HH DMA Market Asian-American TV HH Rank* 1 Los Angeles 697,580 14.7 14.7 2 New York 603,090 12.7 27.5 3 San Francisco 516,680 10.9 38.4 4 Honolulu 214,620 4.5 42.9 5 Chicago 178,330 3.8 46.7 6 Washington, DC 164,550 3.5 50.1 7 Seattle-Tacoma 146,810 3.1 53.2 8 Sacramento 133,230 2.8 56.0 9 Philadelphia 115,170 2.4 58.5 10 Houston 112,320 2.4 60.8 11 Boston 110,820 2.3 63.2 12 Dallas-Ft. Worth 109,100 2.3 65.5 *Ranked by Asian TV Households Source: Nielsen Media Research, NSI, January 2009

  35. Top 25 Asian-American TV Markets % Total Asian-American TV HH Cume % Asian-American TV HH DMA Market Asian-American TV HH Rank* 13 San Diego 104,060 2.2 67.7 14 Atlanta 79,870 1.7 69.4 15 Detroit 66,760 1.4 70.8 16 Las Vegas 54,490 1.2 71.9 17 Minneapolis-St. Paul 50,160 1.1 73.0 18 Phoenix (Prescott) 49,510 1.0 74.0 19 Portland, OR 49,020 1.0 75.1 20 Denver 42,140 0.9 76.0 21 Orlando 39,710 0.8 76.8 22 Baltimore 38,920 0.8 77.6 23 Tampa-St. Petersburg 36,200 0.8 78.4 24 Miami-Ft. Lauderdale 35,150 0.7 79.1 25 Fresno-Visalia 31,990 0.7 79.8 *Ranked by Asian TV Households Source: Nielsen Media Research, NSI, January 2009

  36. Asian-Americans Watch a Larger Proportion of Live Television • In the 2009 State of Cable and Broadband report from Horowitz Associates, Asian-Americans watch a larger proportion of live television (83%) than do Whites (77%). • Asian-Americans are less likely (29%) to have a DVR or TiVo than Whites (39%), African-Americans (31%), or Hispanics (30%). • Although Asian-Americans are the least likely to havae a DVR, they watch nearly the same proportion of programming on the DVR as Americans overall (11% vs. 12% respectively). Source: State of Cable and Broadband 2009 Horowitz Associates’ report cited in Research Alert No. 27

  37. Cable Plus ADS Has Increased Slightly Since 2007 in Asian-American TV Households Cable Plus ADS % penetration in TV HH Source: Nielsen Media Research, Television Audience 2008

  38. Time Spent Watching TV Among Chinese-American Internet Users • In the 2008 Global Advertising Strategies study, 35% of respondents watched up to 1 hour of television per week. • 42% viewed 1 – 7 hours per week. • 15% watched 7 – 14 hours. • 4% viewed 14 – 24 hours. • 4% viewed 24+ hours. Source: eMarketer 1/15/08

  39. Time Spent Listening to Radio By Chinese-American Internet Users • The 2008 Global Advertising Strategies study revealed that 68% of respondents listened up to 1 hour per week. • 25% listened for 1 – 7 hours per week. • 5% listened from 7 – 14 hours. • 1% listened 14 – 24 hours. • 1% listened over 24 hours. Source: eMarketer 1/15/08

  40. Changes for Asian-AmericanTelevision Outlets • New Tang Dynasty Television, started in 2001, had become a 24-hour a day satellite network that broadcast Western-style news and entertainment in Mandarin and Cantonese to Chinese communities in the U.S. • NTDTV lost its satellite feed 7 weeks before the Olympic games and the feed hasn’t been restored. • Comcast decided not to continue AZN Television in Jan. 2008, citing lack of support from advertisers and cable operators. • The Filipino Channel, established in 1994, combines content produced in the U.S. and the Philippines, and is distributed by cable and satellite operators. • TVK cable network aggregated programming from 19 Korea-based networks and airs 24 hours a day. Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

  41. Asian-American Print Outlets Face Challenges • AsianWeek, the English-language newsweekly, published its last edition in early 2009, citing the economy as the reason for the closing. • Epoch Times began in NYC as a Chinese-language paper and now has editions in 9 other languages, but its circulation isn’t audited. • The Sing Tao Daily and the World Journal, both published in Chinese, are not based in the U.S. but have NYC, San Francisco and other city editions. • Advertising revenues have slipped in 2008 at both The Korea Daily and the Korea Times. • Filipinas Magazine, a monthly news magazine, experienced a drop-off in the real-estate section that hurt revenues. • The National Association of Asian Publishers was formed in March 2008 to reach out to over 400 Asian print, electronic, and online publishers in the U.S. and to focus on market research. Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

  42. Asian-American Website Growth • Many of the larger Asian-American newspapers added content in English to their websites, reflecting the potential that marketers see in second-generation Asians. • Nguoi Viet offers readers the choice between an edition in Vietnamese or one in English. • The World Journal has a section for English news, offering different content from the Chinese-language homepage. • China Digital Times is run by the journalism school at the Univ. of Calif. and has articles from the mainstream press and blogs from contributors. • USAsianWire.com, established in 2006, established a strategic partnership with other ethnic news services and formed the Multicultural Newswire Alliance. Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

  43. Asian-Americans are well acculturated, yet the majority stay connected with their cultural heritage through media and language, according to InterTrend Communications. Source: Marketing to Emerging Majorities

  44. Asian-Americans Prefer In-Language Ads • In a survey by InterTrend Communication’s Knowledge Center, 80% of respondents consume ethnic media, with print having the highest penetration, followed by TV and radio. • The study also revealed that Asians prefer to be reached and targeted through in-language advertising. • Only 17% of respondents prefer English-only advertising, with the majority preferring either in-language or bi-lingual advertisements. • However, nearly half of Asian-Americans say the language doesn’t matter. Source: Asian Reporter, 5/22/07 (latest data available)

  45. Asian-Americans Preferred Language In Advertising by Heritage Source: Marketing to the Emerging Majorities, 7/1/2007 (latest data available)

  46. Internet & Technology Usage

  47. Asian-American Internet Usage • eMarketer estimates that 11.0 million Asians are using the Internet in 2009, a penetration level of 73.5%. • 13.6 million users are projected for 2013. • Asian-Americans are a key demographic for online marketers because they are Internet savvy and have high levels of disposable income. Source: eMarketer, February 2009

  48. Asian-Americans Shop More OnlineThan Other Minorities • According to The Media Audit, 70% of Asian-Americans shop online, compared to 41.8% of Hispanics and 40.4% of African-Americans. • 46% of Asian-Americans made purchases online vs. 23.5% of Hispanics and 20% of African-Americans. • Asian-Americans made 12 or more online purchases per year – almost half the population made 1 purchase or more per month. Source: eMarketer 3/11/08

  49. Online Activities of Chinese-American Internet Users • Reading News is the number one online activity for Chinese-Americans at 88%, according to the Jan. 2008 Global Advertising Strategies and Chinese Media survey. • The second-most popular activity is Researching Information at 76%. • Shopping as an online activity comes in at 55%. • Connecting with Friends & Family is at 41%. • Making Purchase Decisions delivers 23%. • Playing games is at 8%. • Social Networking delivers 5% of the users. Source: eMarketer 1/15/08

  50. Time Spent Online By Chinese-American Internet Users • According to the 2008 Global Advertising Strategies study, almost one-third of respondents said they were online for one day or more every week. • 30% said they spent between 7 and 24 hours online weekly. • About one-third said they spent 1 to 7 hours a week online. Source: eMarketer 1/18/08

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