Abstract
Asian Americans are an increasingly important marketing segment for Financial Services providers- not only because their proportion of the U.S. population is increasing, but also because they are heavy users of financial products such as credit cards. This report looks at this segment of the population and discusses the following:
- What are the overall characteristics of the Asian American population?
- What are the differences in attitudes and behaviors of various segments, for instance, by nation of origin, generations in the U.S., etc.?
- What are the priorities of Asian Americans and how can financial products be designed to address these priorities?
- What marketing messages will be most successful with this population?
- What strategies will be most successful in reaching this market segment in the future?
Mintel' s original research reveals the essence of Asian-American decision-making about financial services and products. Focusing on both products and demographics, the reports answer key questions in financial consumer research.
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