Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Demographic snapshot of Asian Americans
- Cultural issues
- Attitudes towards food shopping
- Attitudes towards leisure activities
- Attitudes towards dining out
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards cause-related marketing (CRM)
- Demographics
- The Asian American population
- Figure 1: Population by race and Hispanic origin, 2002-12
- Figure 2: U.S. population and Asian population by age, 2005
- Figure 3: U.S. population and Asian population, by share of age group,
2005
- Figure 4: Graph: Age distribution of population, Asians vs all, 2005
- The diverse heritage of Asian Americans
- Figure 5: U.S. Asians by detailed nationality or ancestral group, 2000
- Age of Asian Americans by nationality
- Figure 6: Age distribution and median age of Asians by detailed
nationality or ancestral group, 2000
- Asian Americans and education
- Figure 7: Educational attainment of Asians, 2004
- Figure 8: Educational attainment of Asians by detailed nationality or
ancestral group, 2000*
- Asian Americans and income
- Figure 9: Households with discretionary income* by race/ethnicity, 2002
- Figure 10: Median family income of Asians by detailed nationality or
ancestral group, 2000
- Asian Americans and the workplace
- Figure 11: Occupation of Asians by detailed nationality or ancestral
group, 2000
- Spirit of entrepreneurship
- Figure 12: Rates of being self-employed by race/ethnicity, 2000
- The Asian American family
- The following Figure shows the household status of Asian Americans.
- Figure 13: Asian households by type, 2004
- By presence of children
- Figure 14: Asian households by presence of children, 2004
- Where Asian Americans live
- Figure 15: Regional populations by race and Hispanic origin, 2004
- Figure 16: Ten states with the largest population of Asian Americans
- Figure 17: 10 counties with the largest Asian American population, 2005
- Language as a measure of acculturation
- Figure 18: Language spoken at home and English-speaking ability of
Asians by detailed nationality or ancestral group, 2000
- Socio-Cultural Issues
- American perspectives towards Asian Americans
- Negative attitudes
- Positive attitudes
- Conclusion: Luxury, quality--and insecurity--drive purchases
- Aggregate Spending of Asian Americans
- Figure 20: Graph: Average aggregate expenditures for Asian households,
2000-05
- Figure 21: Average aggregate expenditures for Asian households and all
households, 2000-05
- Category spending by Asians
- Figure 22: Spending by category, Asians and whites
- Consumer Attitudes
- Introduction
- Summary of all Consumer highlights
- Attitudes towards food shopping
- Attitudes towards dining out
- Attitudes towards leisure activities
- Attitudes towards technology
- Attitudes towards Green products
- Attitudes towards CRM
- Attitudes towards Shopping and Dining Out
- Shopping
- Figure 23: Food shopping locations, by race/ethnicity, August 2007
- Figure 24: Primary food shopping location, by race/ethnicity, August 2007
- Figure 25: Non-food shopping locations, by race/ethnicity, August 2007
- Figure 26: Primary non-food shopping location, by race/ethnicity, August
2007
- Figure 27: Purchased fair trade products, by race/ethnicity, August 2007
- Figure 28: Shop with friends/family, by race/ethnicity, August 2007
- Figure 29: Grocery shop with family members for entertainment, by
race/ethnicity, August 2007
- Figure 30: Asian Americans partaking in activities with family and
friends more than once per week, by gender, age, and presence of children in
the household, September 2007
- Dining out
- Figure 31: Try a new food, by race/ethnicity, August 2007
- Figure 32: Visit a new restaurant or bar, by race/ethnicity, August 2007
- Figure 33: Asian Americans partaking in eating and traveling activities
more than once per week, by gender, age, and presence of children in the
household, September 2007
- Attitudes towards Television and Leisure
- Television
- Figure 34: Watch Asian TV at home, by race/ethnicity, August 2007
- Figure 35: Use of DVR technology, by race/ethnicity, August 2007
- Figure 36: Asian Americans who watch TV and movies more than once per
week, by gender, age, and presence of children in the household, September
2007
- Leisure activities
- Figure 37: Play group sports, by race/ethnicity, August 2007
- Figure 38: Play a musical instrument, by race/ethnicity, August 2007
- Figure 39: Travel to a new place, by race/ethnicity, August 2007
- Figure 40: Websites and other online activities, by race/ethnicity,
August 2007
- Figure 41: Asian Americans partaking in leisure activities and exercise
more than once per week, by gender, age, and presence of children in the
household, September 2007
- Attitudes towards Technology
- Technology
- Figure 42: Purchased laptop/notebook computer, by race/ethnicity, August
2007
- Figure 43: Purchased an MP3 player, by race/ethnicity, August 2007
- Figure 44: Purchased a DVR, by race/ethnicity, August 2007
- Figure 45: Purchased a satellite radio, by race/ethnicity, August 2007
- Figure 46: Purchased a camcorder/video camera, by race/ethnicity, August
2007
- Figure 47: Purchased a PDA, by race/ethnicity, August 2007
- Figure 48: Asian Americans' tech item purchasing habits, by gender, age,
and presence of children in the household, September 2007
- Attitudes towards Green Products and Cause Related Marketing
- Green products
- Figure 49: Frequency of buying green products, by race/ethnicity, August
2006
- Figure 50: Green product labels sought, by race/ethnicity, August 2006
- Figure 51: Purchased energy efficient home product, by race/ethnicity,
August 2007
- Figure 52: Purchased car with low gas mileage, by race/ethnicity, August
2007
- Figure 53: Purchased hybrid gas-electric car, by race/ethnicity, August
2007
- Figure 54: Attitudes towards recycling and social responsibility, by
race/ethnicity, January-September 2005
- Cause related marketing
- Figure 55: Cause-related marketing campaigns ever supported, by
race/ethnicity, July 2007
- Figure 56: Causes to support, by race/ethnicity, July 2007
- Figure 57: Health issues to support, by race/ethnicity, July 2007
- Figure 58: Appropriate products for cause-related marketing, by
race/ethnicity, July 2007
- Future and Forecast
- A growing population and slow assimilation
- Figure 59: Growth of ethnic groups by decade, 2000-50
- Marketers get more serious about Asians
- Insecurity, assimilation, and sales of consumer goods
- Figure 60: Cosmetic procedures performed, by ethnicity, 2005 and 2006
- More Asian Americans will go Green
- MARKET FORECAST
- Average Asian-American household expenditures
- Figure 61: Forecast of average expenditures of Asian-American
households, at current and constant prices, 2005-10
- Figure 62: Graph: Forecast of average expenditures of Asian-American
households, at current and constant prices, 2005-10
- Forecast factors
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