Asian-American Market in the U.S. 4th edition


Chapter 1 Executive Summary: Background

Introduction

Overview of the Report; Scope and Methodology

Scope of the Market

Methodology; Trends and Opportunities

Asian Americans Help Fuel Coming Multicultural Majority

Marketers See Need to Capitalize on Asian-American Involvement with Alternative Media

New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment

Asian Americans Are Crown Jewel of the Multicultural Consumer Market; Market Overview

Asian-American Buying Power Totals $567 Billion

Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power

Los Angeles and New York Control 30% of Asian-American Income

Aggregate Consumer Expenditures of Asian Americans Total $230 Billion; The Asian-American Population Today

Asian-American Population Grew by 26% from 2000 to 2007

Census Bureau Tracks 17 Asian Subgroups

Asian Indians Experience Fastest Growth

Asian-American Population Highly Concentrated

Los Angeles and New York Have Most Asian-American Residents

Asian Americans Marry Later and Are More Likely to Stay Married

Asian Americans Most Likely to Be Part of Married-Couple Family

Filipinos and Vietnamese Have Largest Families; Economic Profile of Asian Americans

One in Five Asian Americans Has Graduate or Professional Degree

Management and Professional Jobs Predominate

Asian-American Households Have Highest Income

More than 40% of Asian Households Have Income of $75,000 or More

Asian-American Families Especially Affluent

Both Asian-American Men and Women Earn More than the Average Worker

Asian Indians Earn the Most

Homeownership Less Common

Asian-Owned Homes Have Exceptionally High Value; Acculturation Trends

Immigration Continues to Drive Asian-American Population Growth

Most Asian Americans Foreign-Born, Most Hispanics Native-Born

Korean and Japanese Americans Most Likely to Be Foreign-Born

Asian-Indian Population Has Highest Proportion of Recent Immigrants

Vietnamese Most Likely to Be U.S. Citizens

Path to Citizenship Varies for Asians and Hispanics

More English-Speakers among Asians than Hispanics

Fluent English-Speakers Vary by Subgroup

English Fluency Varies across Metro Markets; Profiles of National and Ethnic Groups

Asian Indians

Chinese

Filipinos

Vietnamese

Koreans

Japanese; Overview of the Asian-American Consumer

Asian-American Shoppers Prefer Credit Cards to Cash

More Asian Americans Have Investments

More Asian Americans Turn to the Internet for Financial Information

Asian Americans Love to Shop

Less Willing to Shop at New Stores

Asian Indians Willing to Pay More for Brands They Trust

Asian-American Shoppers Want Best Price for Luxury Items

Asian-American Shoppers Hunt for Bargains

Asian Americans More Positive toward Environmentally Friendly Products

Asian-American Men Shop the Most on the Web

Amazon.com Draws More Asian-American Shoppers

Asian Americans Big Spenders on Internet

Profile of Asian-American Consumer Units Differs

Asian-American Consumer Units Above-Average Spenders; Asian Americans and Technology

Computers Nearly Universal in Asian-American Homes

Heavy Computer Use Part of Lifestyle of Asian Americans

Internet an Integral Part of Asian-American Home Life

Asian Americans Go Online More Often

Instant Messaging More Popular among Asian Americans

YouTube Ranks High in Popularity

Cellphones More Popular

Cellphone Bills Higher

More Asian Americans Have Internet Phone Service; Highlights of Consumer Behavior

Asian Americans Seek Out Organic and Natural Foods

Healthy Eating Important to Asian Americans

More Asian Americans Are Vegetarians

Urban Cultural Destinations Preferred by Asian Americans

Asian Americans More Involved in Physical Fitness Programs

Foreign Travel More Routine

Asian Americans Depend More on Travel Agents

Cars Tied to Self-Image

Asian Americans Buy New Cars

Foreign Cars Much More Popular

Designer Clothes Important to Self-Image

Asian Americans Love to Shop for Clothes

Most Expensive Medicines Seen as Best Medicines

Pharmaceutical Ads Work with Asian Americans

Alternative Medicine Popular; Media Usage

Asian Americans Turn to Weekly Newsmagazines

Internet Changes Media Consumption Habits

Asian Americans Primed for Small-Screen Media

Asian Indians Take to Online Media

Information Content of Ads Valued

Asian Americans Try to Avoid TV Commercials

Asian-American Readers Like Magazine Ads

Product Placement Works with Asian Americans

Asian Americans Pay Attention to Out-of-Home Ads
Section I Overview
Chapter 2 Trends and Opportunities: Strategic Trends

Asian Americans Help Fuel Coming Multicultural Majority

Figure 2-1: Percent of Population, Non-Hispanic White vs. Multicultural Population, 2010-2050

Table 2-1: Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2050

Table 2-2: Projected Changes in U.S. Population by Race and Hispanic

Origin 2010-2050, Asian Americans vs. Others as Percent of Total Population

�Model Minority� Stereotype Questioned; Marketing Trends

Primary Research Pitfalls Noted

Marketers See Need to Capitalize on Asian-American Involvement with Digital Media

Traditional Asian-Language Media Remain Important

New Study Highlights Importance of Fast-Growing Asian-Indian Market Segment

More Companies Target Asian-Indian Consumers

Honda Uses Culturally Relevant Messages to Appeal to Asian Americans

Marketers Celebrate Asian-American Culture and Heritage

Marketers Seek to Serve Asian-American Communities

Nick Jr. Launches Animated Series Featuring Chinese Language and Culture; Market Opportunities

Asian Americans Are Crown Jewel of the Multicultural Consumer Market

Table 2-3: Number of Households with Incomes of $100,000 or More, Asian Americans vs. Hispanics and African Americans, 2006

Table 2-4: Multicultural Households with Incomes of $100,000 or More, 2006

Asian-American Consumers Offer Significant Opportunities

Opportunities Come from Asians Going Green

Table 2-5: Selected Opportunities Related to Asian Americans Going Green.

Asian-American Affluence Offers Opportunities for Financial Services Firms

Table 2-6: Selected Opportunities Related to Use of Financial Services by Asian Americans

Asian Americans Profitable Segment for Online Marketers

Table 2-7: Selected Opportunities Related to Online Shopping by Asian Americans

Asian Americans Spend Big on Travel and Telecommunications

Table 2-8: Selected Opportunities Related to Asian-American Travelers

Table 2-9: Selected Opportunities Related to Use of Telecommunications by Asian Americans

Asian Americans Key Segment for Foreign Automakers

Table 2-10: Selected Opportunities Related to Ownership of Foreign Automotive Vehicles by Asian Americans

Computer Industry Benefits from Tech-Driven Asian Americans

Table 2-11: Selected Opportunities Related to Purchase of Computers by Asian Americans

Nordstrom Takes Advantage of Asian-American Market

Table 2-12: Selected Opportunities Related to Stores Selected by Asian- American Shoppers
Chapter 3 Market Overview: Asian-American Buying Power

How Packaged Facts Measures the Size of the Asian-American Market

Asian-American Buying Power Totals $567 Billion

Asian Indians and Chinese Wield Nearly Half of Asian-American Buying Power

Table 3-1: Asian-American Buying Power by Population Segment, 2008

Asian-American Buying Power Will Reach $750 Billion in 2013

Table 3-2: Projected Growth in Asian-American Buying Power, 2008-2013; Most Lucrative Asian-American Metro Markets

Los Angeles and New York Control 30% of Asian-American Income

Table 3-3: Top 25 Asian-American Markets Ranked by Aggregate Income, 2007

Washington-Baltimore and San Jose-San Francisco Metro Areas Have Highest Per Capita Asian-American Income

Table 3-4: Top 25 Asian-American Markets Ranked by Per Capita Income, 2007

Per Capita Income in Metro Markets Tied to Composition of Asian Population; Aggregate Spending by Asian-American Consumers

Aggregate Consumer Expenditures Offer Another Measure of Asian-American Consumer Clout

Aggregate Consumer Expenditures of Asian Americans Total $230 Billion

Asian-American Consumers Important to a Wide Range of Industries

Table 3-5: Aggregate Annual Expenditures by Asian-American Consumer Units for Food and Beverages

Table 3-6: Aggregate Annual Expenditures by Asian-American Consumer Units for Household Furnishings and Equipment

Table 3-7: Aggregate Annual Expenditures by Asian-American Consumer Units for Apparel and Services

Table 3-8: Aggregate Annual Expenditures by Asian-American Consumer Units for Vehicle Purchases and Related Expenses

Table 3-9: Aggregate Annual Expenditures by Asian-American Consumer Units for Entertainment

Table 3-10: Aggregate Annual Expenditures by Asian-American Consumer

Units for Personal-Care Products and Services, Reading Materials

and Education

Table 3-11: Aggregate Annual Expenditures by Asian-American Consumer Units for Health Care
Section II Demographic Profile of the Asian-American Population
Chapter 4 The Asian-American Population Today: Population Growth Trends

Asian-American Population Grew by 26% from 2000 to 2007

Table 4-1: Population Growth, Asian Americans vs. Other Population Segments, 2000-2007

Table 4-2: U.S. Population by Race and Hispanic Origin, 2007

Rapid Growth Expected to Continue

Table 4-3: Projected Population Growth, Asian Americans vs. Other Population Segments, 2010-2015; Ethnic and National Groups in the Asian Population

Census Bureau Tracks 17 Asian Subgroups

Table 4-4: Asian-American Population by Major Subgroup, 2006

Table 4-5: Detailed Description of Segments Included in �Other� Asians, 2006

Asian Indians Experience Fastest Growth

Table 4-6: Population Growth Rates of Asian Subgroups, 2000 vs. 2006; Where Asian Americans Live

Asian-American Population Highly Concentrated

Table 4-7: States with Largest Asian Populations, 2007

One in Eight Californians Is an Asian American

Table 4-8: States with Largest Percentage of Asian Americans, 2007

Table 4-9: Counties with Highest Percentage of Asians, 2007

Los Angeles and New York Have Most Asian-American Residents

Table 4-10: Metro Areas Ranked by Number of Asian Americans, 2007

Ethnic Composition of Asian-American Population Varies Widely across Metro Areas

Table 4-11: Top 15 Asian-American Markets by Top 3 Asian Subgroups, 2006; Age and Gender

Asian Indians Are Youngest Asian Americans

Table 4-12: Population by Selected Age Group, Asians vs. Other Population Groups, 2007

Table 4-13: Population of Asian Subgroups by Selected Age Groups, 2006

Asian-American Population Has Higher Percentage of Women

Table 4-14: Population by Gender, Asians vs. Other Population Groups, 2007; Marriage and Family

Asian Americans Marry Later and Are More Likely to Stay Married

Table 4-15: Median Age at First Marriage, Asian Americans vs. Others by Gender, 2006

Table 4-16: Marital Status of People 15 Years Old and Over, Asian Americans vs. Others, 2007

Table 4-17: Marital Status of Males 15 Years Old and Over, Asian Americans vs. Others, 2007

Table 4-18: Marital Status of Females 15 Years Old and Over, Asian Americans vs. Others, 2007

Asian Indians Most Likely to Be Married

Table 4-19: Marital Status of Asian Americans 15 Years Old and Over by Subgroup, 2006

Asian Americans Most Likely to Be Part of Married-Couple Family

Table 4-20: Household Profile, Asian Americans vs. Others, 2006

Household Structure Varies across Asian-American Ethnic and National Groups

Table 4-21: Profile of Asian-American Households by Subgroup, 2006

Filipinos and Vietnamese Have Largest Families

Table 4-22: Average Household and Family Size, Asian Americans by Subgroup vs. Others, 2006
Chapter 5 Economic Profile of Asian Americans: Educational Attainment

Asian Americans Play Prominent Role on America�s College Campuses

Table 5-1: Percent of 18- to 34-Year-Olds Enrolled in College or Graduate School, Asian Americans vs. Others by Age Group, 2006

One in Five Asian Americans Has Graduate or Professional Degree

Table 5-2: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others, 2006

Table 5-3: Educational Attainment of People 25 Years Old and Over, Asian Americans vs. Others by Gender, 2006

Asian Indians Best Educated

Table 5-4: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup, 2006

Table 5-5: Educational Attainment of Asian Americans 25 Years Old and Over by Subgroup and Gender, 2006; Employment Patterns

Management and Professional Jobs Predominate

Table 5-6: Occupations of Men 16 Years Old and Over, Asian Americans vs. Others, 2006

Table 5-7: Occupations of Women 16 Years Old and Over, Asian Americans vs. Others, 2006

Vietnamese and Filipinos Least Likely to Work as Managers and Professionals

Table 5-8: Occupations of Male Asian Americans 16 Years Old and Over by Subgroup, 2006

Table 5-9: Occupations of Female Asian Americans 16 Years Old and Over by Subgroup, 2006

Entrepreneurial Drive Important Component of Asian-American Economic Profile

Figure 5-1: Percent of Adults Who Would Like to Set Up their Own Business, Asian-Americans vs. Others by Gender

Figure 5-2: Percent Self-Employed in Unincorporated Business by Asian Subgroup; Income Levels

Asian-American Households Have Highest Income

Table 5-10: Per Capita Income, Asian Americans vs. Others, 2007

Table 5-11: Per Capita Income, Asian Americans by Subgroup, 2006`

Table 5-12: Household and Family Income Levels, Asian Americans vs. Others, 2007

Table 5-13: Household and Family Income Levels, Asian Americans by Subgroup, 2006

More than 40% of Asian Households Have Income of $75,000 or More

Table 5-14: Distribution of Household Income, Asian Americans vs. Others, 2007

Asian-American Families Especially Affluent

Table 5-15: Distribution of Family Income, Asian Americans vs. Others, 2007

Both Asian-American Men and Women Earn More than the Average Worker

Table 5-16: Distribution of Earnings of Full-Time, Year-Round Male Workers, Asian Americans vs. Others, 2007

Table 5-17: Distribution of Earnings of Full-Time, Year-Round Female Workers, Asian Americans vs. Others, 2007

Asian Indians Earn the Most

Table 5-18: Mean Earnings of Full-Time, Year-Round Male and Female Workers, Asian Americans by Subgroup, 2006; Homeownership

Homeownership Less Common

Table 5-19: Percent Owner-Occupied Housing Units, Asian Americans by Subgroup vs. Others, 2006

Asian-Owned Homes Have Exceptionally High Value

Table 5-20: Median Value of Owner-Occupied Homes and Median Monthly Owner Costs with Mortgage, Asian Americans by Subgroup vs. Others, 2006

Table 5-21: Estimated Market Value of Owned Home, Asian American vs. Other Consumer Units

Table 5-22: Average Annual Expenditures for Housing and Related

Expenses by Homeowners with Mortgages, Asian Americans vs. Others
Chapter 6 Acculturation Trends: The Impact of Immigration

Asian-American Population Profoundly Affected by Exclusionary Immigration Laws

Large-Scale Asian Immigration a Recent Phenomenon

Immigration Continues to Drive Asian-American Population Growth

Table 6-1: Components of Population Increase April 1, 2000-July 1, 2007, Asian Americans vs. Others

Figure 6-1: Number of Asians Obtaining Legal Permanent Resident Status, 1998-2007

Most Asian Americans Foreign-Born, Most Hispanics Native-Born

Table 6-2: Percent of Population Foreign-Born by Year of Entry of Foreign- Born, Asians vs. Hispanics, 2006

Young Asian-American Immigrants Important Segment

Table 6-3: Percent Foreign-Born, Asians vs. Hispanics by Age Group

Korean and Japanese Americans Most Likely to Be Foreign-Born

Table 6-4: Percent of Asian-American Population Foreign-Born by Segment, 2006

Asian-Indian Population Has Highest Proportion of Recent Immigrants

Table 6-5: Percent of Asian-American Population Foreign-Born by Subgroup and Year of Entry, 2006

Vietnamese Most Likely to Be U.S. Citizens

Table 6-6: Percent of Asian Americans Who Are U.S. Citizens by Subgroup, 2006

Path to Citizenship Varies for Asians and Hispanics

Table 6-7: Percent of Asian vs. Hispanic Population Foreign-Born, 2006; Use of the English Language

More English-Speakers among Asians than Hispanics

Table 6-8: Number and Percent of People 5 Years Old and Over Proficient in English Language, Asians vs. Hispanics, 2006

Fluent English-Speakers Vary by Subgroup

Table 6-9: Number and Percent of Asian Americans 5 Years Old and Over Proficient in English Language by Population Segment, 2006

English Fluency Varies across Metro Markets

Table 6-10: Top Asian-American Markets Ranked by English-Language Proficiency of Asians Five Years Old and Over, 2006; Social Values

Mainstream Religion Less of a Force

Table 6-11: Religious Preferences, Asian Americans vs. Others

Table 6-12: Social Values, Asian Americans vs. Others by Gender

Asian Americans Less Active Politically

Table 6-13: Political Profile, Asian Americans vs. Others

Asian Americans More Concerned about the Environment

Table 6-14: Attitudes toward Environmental Issues, Asian Americans vs. Others by Gender

Traditional Views of Gender Prevail

Table 6-15: Attitudes toward Gender Roles, Asian Americans vs. Others by Gender

Material Success Valued

Table 6-16: Attitudes toward Money and Work, Asian Americans vs. Others by Gender

Status Important

Table 6-17: Measures of Status, Asian Americans vs. Others by Gender

Sense of Fatalism Endures

Table 6-18: Fatalism and Optimism, Asian Americans vs. Other Americans by Gender

Asian Americans Have International Orientation

Table 6-19: Attitudes toward Other Cultures, Asian Americans vs. Other Americans by Gender

Asian Indians Place Highest Importance on Maintaining Family Ties

Table 6-20: Importance of Family to Asian Indians

Table 6-21: Importance of Maintaining Indian Language/Traditions/ Connections
Chapter 7 Profiles of National and Ethnic Groups: Asian Indians

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-1: Metro Areas Ranked by Size of Asian-Indian Population

Table 7-2: Profile of the Asian-Indian Segment of the Asian-American Market; Chinese

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-3: Metro Areas Ranked by Size of Chinese Population

Table 7-4: Profile of the Chinese Segment of the Asian-American Market; Filipinos

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-5: Metro Areas Ranked by Size of Filipino Population

Table 7-6: Profile of the Filipino Segment of the Asian-American Market; Vietnamese

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-7: Metro Areas Ranked by Size of Vietnamese Population

Table 7-8: Profile of the Vietnamese Segment of the Asian-American Market; Koreans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-9: Metro Areas Ranked by Size of Korean Population

Table 7-10: Profile of the Korean Segment of the Asian-American Market; Japanese

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-11: Metro Areas Ranked by Size of Japanese Population

Table 7-12: Profile of the Japanese Segment of the Asian-American

Market
Section III The Asian-American Consumer
Chapter 8 Overview of the Asian-American Consumer: Managing Personal Finances

Asian Americans Careful with Money

Table 8-1: Attitudes toward Spending, Saving and Investing, Asian Americans vs. Others by Gender

Asian Indians Strive for Financial Independence in Retirement

Table 8-2: Financial Goals and Attitudes toward Economic Status of Asian Indians

Financial Services Ads Pique Asian-American Interest

Table 8-3: Attitudes toward Financial Services, Asian Americans vs. Others by Gender

Asian-American Shoppers Prefer Credit Cards to Cash

Table 8-4: Attitudes toward Paying with Cash, Asian Americans vs. Others by Gender

Table 8-5: Ownership and Use of Credit Cards by Type and Brand of Credit Card, Asian Americans vs. Others

Asian Americans More Likely to Pay Entire Card Balance

Table 8-6: Percent of Cardholders Usually Paying Entire Balance, Asian Americans vs Others.

ATM/Debit Cards Also Popular

Table 8-7: Use of ATM/Debit Cards, Asian Americans vs. Others

More Asian Americans Buy CDs to Save

Table 8-8: Type of Bank Accounts Currently Have, Asian Americans vs. Others

More Asian Americans Have Investments

Table 8-9: Types of Investments Owned, Asian Americans vs. Others

More Asian Americans Turn to the Internet for Financial Information

Figure 8-1: Percent Using the Internet to Obtain Financial Information/Stock Trading, Asian Americans vs. Others

Asian Americans Less Likely to Have Life Insurance

Table 8-10: Types of Insurance Currently Have, Asian Americans vs. Others

Asian Americans Major Users of Money Transfer Services

Figure 8-2: Percent Sending Money Outside the United States in Last 12 Months, Asian Americans vs. Others; Shopping Behavior

Asian Americans Love to Shop

Table 8-11: Attitudes toward Shopping, Asian Americans vs. Others by

Gender

Asian Americans Shop with Family and Friends

Table 8-12: Shopping as a Social Event, Asian Americans vs. Others by Gender

Less Willing to Shop at New Stores

Table 8-13: Store Selection, Asian Americans vs. Others by Gender

Specialty Stores Draw Asian-American Shoppers

Table 8-14: Attitudes toward Shopping at Specialty Stores, Asian Americans vs. Others by Gender

Asian Americans Are Careful Shoppers

Table 8-15: Shopping Behavior, Asian Americans vs. Others by Gender

Brand Awareness Strong

Table 8-16: Brand Awareness, Asian Americans vs. Others by Gender

Asian Indians Willing to Pay More for Brands They Trust

Table 8-17: Product/Brand Selection Criteria of Asian Indians

Asian-American Shoppers Want Best Price for Luxury Items

Table 8-18: Shopping for Luxury Items, Asian American vs. Others by Gender

Asian-American Shoppers Hunt for Bargains

Table 8-19: Attitudes toward Sales or Bargains, Asian Americans vs. Others by Gender

Rebates Most Popular Form of Incentive Offer

Table 8-20: Use of Incentive Offers, Asian Americans vs. Others

Table 8-21: Use of Cents-Off Coupons, Asian Americans vs. Others

Asian Americans Frequent Mall Visitors

Table 8-22: Frequency of Shopping at Malls, Asian Americans vs. Others

Convenience Stores Less Popular

Figure 8-3: Percent Shopping at a Convenience Store in Last 4 Weeks, Asian Americans vs. Others by Gender

Home Electronics Stores Top Shopping Destination for Asian Americans

Table 8-23: Shopping at Home Electronics Stores, Asian Americans vs. Others

Home Furnishing Stores Also Popular

Table 8-24: Shopping at Home Furnishing/Houseware and Home Improvement Stores, Asian Americans vs. Others

Department Store Favorites Differ

Table 8-25: Department/Discount Stores Shopped in Last 3 Months, Asian Americans vs. Others

Asian Americans More Positive toward Environmentally Friendly Products

Table 8-26: Attitudes toward Eco-Friendly Products, Asian Americans vs. Others by Gender; Asian Americans and Online Shopping

Internet Has Major Impact on Asian-American Shoppers

Table 8-27: Impact of the Internet on Shopping Behavior, Asian Americans vs. Others by Gender

Asian-American Men Shop the Most on the Web

Table 8-28: Use of the Internet for Shopping, Asian Americans vs. Others by Gender

Amazon.com Draws More Asian-American Shoppers

Table 8-29: Online Shopping Behavior, Asian Americans vs. Others

Asian Americans Big Spenders on Internet

Figure 8-4: Percent Spending $1,000 or More on the Internet in Last 12 Months, Asian Americans vs. Others; Spending Patterns of Asian-American Consumer Units

Asian-American Consumer Units Analyzed

Profile of Asian-American Consumer Units Differs

Table 8-30: Characteristics of Consumer Units, Asian-American Consumer Units vs. All Consumer Units

Asian-American Consumer Units Above-Average Spenders

Table 8-31: Expenditures of Asian-American Consumer Units as Percent of After-Tax Income

Clear Differences in Asian-American Expenditure Patterns

Table 8-32: Consumer Expenditures Categories for Which Asian Americans Spend More than All Consumer Units

Table 8-33: Consumer Expenditures Categories for Which Asian Americans Spend less than All Consumer Units
Chapter 9 Asian Americans and Technology: Attitudes toward Technology and Consumer Electronics

Technology Plays Central Role

Table 9-1: Attitudes toward Technology, Asian Americans vs. Others by Gender

Figure 9-1: Percent Owning Personal Digital Assistant (PDA), Asian Americans vs. Others

Figure 9-2: Percent Owning MP3 Player, Asian Americans vs. Others

Word of Mouth Key Factor in Consumer Electronics Buying Decisions

Table 9-2: Factors in Decision to Buy Consumer Electronics, Asian

Americans vs. Others by Gender; Asian Americans and Home Computers

Computers Nearly Universal in Asian-American Homes

Table 9-3: Ownership of Home Computers, Asian Americans vs. Others

More Asian-American Homes Have Computer Networks

Figure 9-3: Percent of Households with Home Computer Network, Asian

Americans vs. Others by Gender

Heavy Computer Use Part of Lifestyle of Asian Americans

Table 9-4: Average Number of Hours per Week Using Home Computer, Asian Americans vs. Others

Asian Americans Own More Computer Hardware and Software

Table 9-5: Household Ownership of Computer Peripherals and Accessories,

Asian Americans vs. Others

Table 9-6: Types of Software Owned, Asian Americans vs. Others

Asian Indians Own Wide Array of Consumer Electronics Devices

Table 9-7: Ownership of Electronic Media/Entertainment/Communication Devices by Asian Indians; Asian Americans and the Internet

Internet an Integral Part of Asian-American Home Life

Table 9-8: Use of the Internet, Asian Americans vs. Others by Gender

Asian Americans Go Online More Often

Figure 9-4: Percent Using the Internet at Home 25 Times or More in Last 7 Days, Asian Americans vs. Others by Gender

Internet Changes Lives of Many Asian Americans

Table 9-9: Impact of the Internet on Lifestyle, Asian Americans vs. Others by Gender

Instant Messaging More Popular among Asian Americans

Table 9-10: Online Activities in Last 30 Days, Asian Americans vs. Others

YouTube Ranks High in Popularity

Table 9-11: Websites Visited in Last 30 Days, Asian Americans vs. Others . 196; Telecommunications

Cellphones More Popular

Table 9-12: Ownership of Cellphones, Asian Americans vs. Others

Asian Americans Subscribe to More Cellphone Services

Table 9-13: Additional Cellphone Services, Asian Americans vs. Others

Cellphone Bills Higher

Table 9-14: Amount of Cellphone Bill Last Month, Asian Americans vs. Others

More Asian Americans Have Internet Phone Service

Figure 9-5: Percent with Internet Phone Service, Asian Americans vs. Others

International Calls More Common

Table 9-15: Long Distance Telephone and Credit Card Use, Asian Americans vs. Others
Chapter 10 Highlights of Consumer Behavior: Eating at Home

Asian Americans Seek Out Organic and Natural Foods

Table 10-1: Attitudes toward Buying Organic/Natural Food, Asian Americans vs. Others by Gender

Healthy Eating Important to Asian Americans

Table 10-2: Attitudes toward Healthy Eating, Asian Americans vs. Others by Gender

More Asian Americans Are Vegetarians

Figure 10-1: Percent Who Are Vegetarians, Asian Americans vs. Others

Asian Americans Count Calories

Table 10-3: Attitudes toward Counting Calories, Asian Americans vs. Others by Gender

Asian Americans Willing to Experiment with New Food

Table 10-4: Attitudes toward Trying Out New Food Products, Asian Americans vs. Others by Gender

Gourmet Meals Valued

Table 10-5: Attitudes toward Food Styles, Asian Americans vs. Others by Gender

Table 10-6: Attitudes toward Eating Prepared Meals, Asian Americans vs. Others by Gender

Kitchen the Focus of Asian-American Homes

Table 10-7: Attitudes toward Cooking, Asian Americans vs. Others by Gender

Figure 10-2: Percent Who Like to Cook for Fun, Asian Americans vs. Others by Gender; Leisure and Entertainment Choices

Urban Cultural Destinations Preferred by Asian Americans

Table 10-8: Participation in Leisure Activity/Hobby in Last 12 Months, Asian Americans vs. Others

Asian Americans More Involved in Physical Fitness Programs

Table 10-9: Participation in Physical Fitness Programs, Asian Americans vs. Others

Photography Major Leisure-Time Activity

Table 10-10: Ownership of Cameras, Asian Americans vs. Others

Movies Popular with Asian Americans

Table 10-11: Movie Attendance, Asian Americans vs. Others

Fast Food and Family Restaurants Part of Asian-American Lifestyle

Figure 10-3: Average Amount Spent Annually on Food Away from Home, Asian Americans vs. Other Consumer Units

Table 10-12: Use of Fast-Food and Family Restaurants, Asian Americans vs. Others by Gender; The Asian-American Traveler

Asian Americans Prefer Foreign Travel

Table 10-13: Attitudes toward Travel, Asian Americans vs. Others by Gender

Foreign Travel More Routine

Table 10-14: Profile of Foreign Travel in Last 3 Years, Asian Americans vs. Others

Asian Americans Spend More When Traveling Domestically

Table 10-15: Profile of Domestic Travel in Last 12 Months, Asian Americans vs. Others

Frequent Flier Programs More Popular

Figure 10-4: Percent Enrolled in Frequent Flier Programs, Asian Americans vs. Others

Asian Americans Depend More on Travel Agents

Figure 10-5: Percent Using Travel Agent Services, Asian Americans vs. Others; The Asian-American Car Owner

Cars Tied to Self-Image

Table 10-16: Cars and Self Image, Asian Americans vs. Others by Gender .218

Asian Americans Buy New Cars

Table 10-17: Attitudes toward Buying New Cars, Asian Americans vs. Others by Gender

Luxury Counts When Asian Americans Buy a New Car

Table 10-18: Reasons for Buying a Car, Asian Americans vs. Others by Gender

Foreign Cars Much More Popular

Table 10-19: Attitudes toward Foreign vs. Domestic Cars, Asian Americans vs. Others by Gender

Multiple Cars More Common in Garages of Asian Americans

Table 10-20: Vehicle Ownership Patterns, Asian Americans vs. Others

Table 10-21: Type of Vehicle Most Recently Acquired, Asian Americans vs. Others; Fashion and the Asian-American Consumer

Asian-American Men More Fashion Conscious

Figure 10-6: Percent Who Like to Keep Up with the Latest Fashions, Asian Americans vs. Others by Gender

Designer Clothes Important to Self-Image

Table 10-22: Clothes and Image, Asian Americans vs. Others by Gender

Asian Americans Love to Shop for Clothes

Table 10-23: Attitudes toward Buying Clothes, Asian Americans vs. Others by Gender

New Styles Capture Attention of Asian-American Shoppers

Table 10-24: Attitudes toward Apparel Styles, Asian Americans vs. Others by Gender

Brand Names Attract Asian-American Consumers

Table 10-25: Attitudes toward Clothing Brands, Asian Americans vs. Others by Gender

Asian-American Women Favor Dresses and Skirts

Table 10-26: Clothing Items and Accessories Purchased in Last 12 Months,

Asian-American Women vs. Other Women

Asian-American Men Use More Personal-Care Products

Table 10-27: Use of Personal-Care Products, Asian-American Men vs. Other Men

Asian-American Women Less Likely to Use Cosmetics

Table 10-28: Use of Personal-Care Products, Asian-American Women vs.

Other Women; Health Management

Asian Americans Share Many Common Attitudes toward Health

Table 10-29: Managing Personal Health, Asian Americans vs. Others by Gender

Most Expensive Medicines Seen as Best Medicines

Table 10-30: Perceived Relationship between Cost and Efficacy of Medication, Asian Americans vs. Others by Gender

Pharmaceutical Ads Work with Asian Americans

Table 10-31: Impact of Pharmaceutical Advertising, Asian Americans vs. Others by Gender

Asian Americans Are High-Information Patients

Table 10-32: Gathering Health Information, Asian Americans vs. Others by Gender

High Degree of Trust in Physicians� Drug Recommendations

Table 10-33: Degree of Trust in Physicians, Asian Americans vs. Others by Gender

Alternative Medicine Popular

Table 10-34: Attitudes toward Alternative Medicine, Asian Americans vs.

Others

Vitamins Part of Health Regimen

Table 10-35: Attitudes toward Vitamins, Asian Americans vs. Others by Gender
Chapter 11 Media Usage: Print Media

Daily Newspapers Get Less Attention from Asian Americans

Figure 11-1: Percent Reading Daily Newspaper, Asian Americans vs. Others by Gender

Table 11-1: Attitudes toward Newspapers, Asian Americans vs. Others

Magazines Seen as Important Source of Information

Table 11-2: Attitudes toward Magazines, Asian Americans vs. Others

Asian Americans Turn to Weekly Newsmagazines

Table 11-3: Most Popular Magazines, Asian Americans vs. Others; Television and Radio

Television Less Important

Table 11-4: Attitudes toward Television, Asian Americans vs. Others by Gender

Table 11-5: Access to Cable Television, Asian Americans vs. Others

CNN Near Top of List

Table 11-6: Most Popular Cable Television Channels, Asian Americans vs. Others

Asian Americans Listen to News and Talk Radio

Table 11-7: Attitudes toward Radio, Asian Americans vs. Others by Gender

Table 11-8: Most Popular Radio Formats, Asian Americans vs. Others; Asian Americans and Digital Media

Internet Changes Media Consumption Habits

Table 11-9: Impact of Internet on Traditional Media Usage, Asian Americans vs. Others

Asian Americans Primed for Small-Screen Media

Table 11-10: Online Media and Information Sources Used in Last 30 Days, Asian Americans vs. Others

Figure 11-2: Percent Visiting YouTube in Last 30 Days, Asian Americans vs. Others

Figure 11-3: Percent Owning Cellphone with Web Browsing Capability, Asian Americans vs. Others.

Asian Indians Take to Online Media

Table 11-11: Use of Mass Media by Asian Indians; Receptivity to Advertising

Information Content of Ads Valued

Table 11-12: Attitudes toward Advertising, Asian Americans vs. Others by Gender

Asian Americans Try to Avoid TV Commercials

Table 11-13: Attitudes toward Television Advertising, Asian Americans vs. Others by Gender

Asian-American Readers Like Magazine Ads

Table 11-14: Attitudes toward Magazine Advertising, Asian Americans vs.

Others by Gender

Product Placement Works with Asian Americans

Table 11-15: Impact of Product Placement on Television and in Movies, Asian Americans vs. Others

Asian Americans Pay Attention to Out-of-Home Ads

Table 11-16: Impact of Out-of-Home Advertising, Asian Americans vs. Others
Appendix: Addresses of Selected Asian-American Market Resources