Table of Contents
Executive Summary
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- Asian buying power is growing fast
- Few Asians shop to impress
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- Figure 1: Top reasons to purchase something for themselves, by Asians, Hispanics, and Blacks, February and May 2014
- Price and quality essential for most Asians
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- Figure 2: Very important factors for Asians when shopping, all versus Indians, May 2014
- Asians love sales and coupons
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- Figure 3: Attitudes toward shopping – Deal seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Indian Americans value good service
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- Figure 4: Attitudes toward shopping – Service/Experience seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Asians relatively independent shoppers
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- Figure 5: Asians’ attitudes toward shopping – Influentials – Any agree, by dominant culture, May 2014
- Brands important to most Asians
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- Figure 6: Attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- One in four Asians is a shopaholic
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- Figure 7: Asians’ attitudes toward shopping – Shopaholics – Any agree, all versus Indians, May 2014
- Asians careful shoppers, but spend more online
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- Figure 8: Asians’ top perceptions of purchasing behavior, May 2014
- Education and family lead among Asian values
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- Figure 9: Select Asian values, by dominant culture, May 2014
- What we think
Issues and Insights
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- Avoiding the “model minority” pitfall
- The issues
- The implications
- How can marketers target Asians while respecting their diversity?
- The issues
- The implications
- How can marketers overcome Asians’ reluctance to spend on nonessential consumer goods?
- The issues
- The implications
Trend Application
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- Trend: Why Buy
- Trend: Return to the Experts
- Trend: Mood to Order
Asian Household Expenditures
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- Key points
- Asians lead in spending on apparel and accessories
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- Figure 10: Expenditures of Asian households, indexed to all households, 2010-12*
- Asians spend more of the household apparel budget on the adults
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- Figure 11: Distribution of total apparel expenditures of Asian and total households, by segment, 2010-12*
Marketing Strategies
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- Theme: Asian language advertising
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- Figure 12: Wells Fargo “Commercial Conversations 2.0” TV spot: Chinese-American Market, 2013
- Figure 13: Wells Fargo “Commercial Conversations 2.0” TV spot: Indian American Market, 2013
- Theme: Targeting English-speaking Asians
- Toyota’s pop-oriented campaigns cut across cultures
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- Figure 14: Music video for “Baby Let’s Go” by Asiatix, featuring the 2014 Toyota Corolla, 2013
- AARP showcases accomplished Asian Americans
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- Figure 15: AARP print ad, 2013
- Theme: Lunar New Year – The other holiday season
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- Figure 16: Citi and Hyundai Chinese New Year print ads, 2014
Asians and Shopping Motivations
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- Key points
- Most Asians shop for personal reasons
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- Figure 17: Reasons Asians purchase something for themselves, May 2014
- Asian shoppers less motivated by trends and social pressure
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- Figure 18: Reasons to purchase something for themselves, by Asians, Hispanics, and Blacks, February and May 2014
- Acculturated Asians use shopping as a reward
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- Figure 19: Reasons Asians purchase something for themselves, by dominant culture, May 2014
- More Indian Americans shop to impress
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- Figure 20: Reasons Asians purchase something for themselves, by country, May 2014
Where Asians Shop and Why
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- Key points
- Price and quality drive Asians’ shopping choices
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- Figure 21: Very important factors for Asians when shopping May 2014
- More Asians will sacrifice convenience for quality and price
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- Figure 22: Very important factors when shopping, by Asians, Hispanics, and Blacks, February and May 2014
- Unacculturated Asians look for exciting, trendy brands
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- Figure 23: Important factors for Asians when shopping, by dominant culture, May 2014
- Indian Americans seek fun and excitement when shopping
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- Figure 24: Important factors for Asians when shopping, by country, May 2014
- Asian shoppers important to high-end department stores
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- Figure 25: Where purchases are made (in-store or online), by Asians, Hispanics, and Blacks, February and May 2014
- Asians are avid online shoppers
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- Figure 26: Where Asians make purchases, in-store versus online, May 2014
- Higher-income Asians key target for many retailers
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- Figure 27: Where Asians make purchases (in-store or online), by household income, May 2014
Asians’ Attitudes Toward Shopping
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- Key points
- Asians are active deal seekers
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- Figure 28: Attitudes toward shopping – Deal seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Acculturated Asians bigger bargain hunters
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- Figure 29: Asians’ attitudes toward shopping – Deal seekers – Any agree, by dominant culture, May 2014
- Asians value knowledgeable salespeople
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- Figure 30: Attitudes toward shopping – Service/Experience seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Good service is important to Indian Americans
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- Figure 31: Asians’ attitudes toward shopping – Service/Experience seekers – Any agree, by country, May 2014
- Asians relatively independent shoppers
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- Figure 32: Attitudes toward shopping – Influentials – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Unacculturated Asians shop more socially
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- Figure 33: Asians’ attitudes toward shopping – Influentials – Any agree, by dominant culture, May 2014
- Indian Americans highly social consumers
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- Figure 34: Asians’ attitudes toward shopping – Influentials – Any agree, by country, May 2014
- Brands important to most Asians
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- Figure 35: Attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Young Asians most interested in new products
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- Figure 36: Asians’ attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by age, May 2014
- Indians like to try new products
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- Figure 37: Asians’ attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by country, May 2014
- One in four Asians is a shopaholic
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- Figure 38: Attitudes toward shopping – Shopaholics – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
- Young adults and Indian Americans most likely to love shopping
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- Figure 39: Asians’ attitudes toward shopping – Shopaholics – Any agree, by age, May 2014
- Figure 40: Asians’ attitudes toward shopping – Shopaholics – Any agree, by country, May 2014
- Asian women thrifty but enthusiastic shoppers
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- Figure 41: Asians’ attitudes toward shopping, by gender, November 2012-December 2013
- Higher-income Asians more interested in new retailers
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- Figure 42: Asians’ attitudes toward shopping, by household income, November 2012-December 2013
Asians’ Perceptions of Purchasing Behavior
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- Key points
- Asians careful shoppers, but spend more online
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- Figure 43: Asians’ perceptions of purchasing behavior, May 2014
- Asians outspend Blacks and Hispanics online
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- Figure 44: Perceptions of purchasing behavior, by Asians, Hispanics, and Blacks, February and May 2014
- Image and status drive spending for more unacculturated Asians
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- Figure 45: Asians’ perceptions of their purchasing behavior, by dominant culture, May 2014
- Promotions play a big role in Asians’ purchase decisions
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- Figure 46: Promotions impacting Asians’ purchase decisions, May 2014
- Asians well-informed and influential consumers
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- Figure 47: Shopping behaviors – Any agree, by Asian gender, November 2012-December 2013
Impact of Gender and Household Income
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- Key points
- Asian women more likely to get viral
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- Figure 48: Asians’ shopping habits, by gender and household income, May 2014
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- Figure 49: Asians’ interest in shopping, by gender and household income, May 2014
- High-income men head to high-end stores
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- Figure 50: Types of stores Asians shopped at, by gender and household income, May 2014
- Women drawn to style, trends
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- Figure 51: Factors impacting Asians’ store selection, by gender and household income, May 2014
- Women more likely to see community preserving heritage
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- Figure 52: Asian values, by gender and household income, May 2014
Asian Values
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- Key points
- There are no “Asian values,” but education and family come closest
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- Figure 53: Asian values, May 2014
- Acculturated Asians find more agreement on Asian values
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- Figure 54: Asian values, by dominant culture, May 2014
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- Figure 55: Asian values, by country, May 2014
Buying Power of Asian Americans
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- Key points
- Asian American buying power growing the fastest
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- Figure 56: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 57: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 58: Top 10 US states ranked by share of Asian buying power, 2013
- Figure 59: Top 10 states ranked by Dollar amount of Asian buying power, 2013
- US household income distribution
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- Figure 60: Median household income, by race/Hispanic origin of householder, 2012
Demographics of Asians in America
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- Key points
- Population trends
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- Figure 61: Population by race and Hispanic origin, 2009-19
- Figure 62: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 63: Population, by race and Hispanic origin, 1970-2020
- Share of births
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- Figure 64: Distribution of births, by race of mother, 2002-12
- Asian American share of population by age
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- Figure 65: Asian American share of population, by age, 2009-19
- US population by race/ethnicity and gender
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- Figure 66: Women, by race and Hispanic origin, 2009-19
- Figure 67: Men, by race and Hispanic origin, 2009-19
- Asian American population by gender and age
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- Figure 68: Age distribution of Asian women, 2009-19
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- Figure 69: Age distribution of Asian men, 2009-19
- Characteristics
- Marital status
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- Figure 70: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 71: Marital status of Asians, by age, 2013
- Figure 72: Marital status of Asians, by age, 2013
- Gender ratio
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- Figure 73: Gender ratio of Asians versus general population, by age, 2014
- Household size
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- Figure 74: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 75: Households, by presence and ages of own children, 2013
- Generations
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- Figure 76: Generations, by race, 2014
- Figure 77: Population, by race and generation, 2014
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- Figure 78: Distribution of generations, by race and Hispanic origin, 2014
- Asians by country of origin/heritage
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- Figure 79: Asian population, by country of origin/heritage, 2010
- Figure 80: Asian demographics, by country of origin/heritage, 2010
- Chinese (23% of Asian Americans)
- Filipinos (20% of Asian Americans)
- Indians (18% of Asian Americans)
- Vietnamese (10% of Asian Americans)
- Koreans (10% of Asian Americans)
- Japanese (8% of Asian Americans)
- Other (11% of Asian Americans)
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- Figure 81: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
- Asian Americans by geographic concentration
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- Figure 82: Largest Asian groups, by country of origin/ancestry, by region, 2010
- States by Asian share of population
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- Figure 83: Asian population as a percent of total population by state, 2010
- Figure 84: States ranked by Asian share of population, 2010
- States with the most Asian population growth
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- Figure 85: Asian population rate of change by state, 2000-10
- Figure 86: States ranked by change in Asian population, 2000-10
- Key Asian American metropolitan areas
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- Figure 87: Metropolitan areas with the largest number of Asian residents, by country of origin/ancestry, 2010
- Figure 88: Concentration of Asian Americans by county, 2010
- Asians online
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- Figure 89: Frequency of Internet use, by race and Hispanic origin, 2010
Appendix – Other Useful Consumer Tables
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- Asians and shopping motivations
- Reasons to purchase
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- Figure 90: Reasons Asians purchase something for themselves, by gender, May 2014
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- Figure 91: Reasons Asians purchase something for themselves, by age, May 2014
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- Figure 92: Reasons Asians purchase something for themselves, by presence of children in household, May 2014
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- Figure 93: Reasons Asians purchase something for themselves, by region, May 2014
- Where Asians shop and why
- Where purchases are made
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- Figure 94: Where Asians make purchases (in-store or online), by age, May 2014
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- Figure 95: Where Asians make purchases (in-store or online), by presence of children in household, May 2014
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- Figure 96: Where Asians make purchases (in-store or online), by gender and household income, May 2014
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- Figure 97: Where Asians make purchases (in-store or online), by dominant culture, May 2014
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- Figure 98: Where Asians make purchases (in-store or online), by country, May 2014
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- Figure 99: Where Asians make purchases (in-store or online), by region, May 2014
- Important factors
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- Figure 100: Important factors for Asians when shopping, by gender, May 2014
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- Figure 101: Important factors for Asians when shopping, by age, May 2014
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- Figure 102: Important factors for Asians when shopping, by presence of children in household, May 2014
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- Figure 103: Important factors for Asians when shopping, by gender and household income, May 2014
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- Figure 104: Important factors for Asians when shopping, by region, May 2014
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- Figure 105: Important factors for Asians when shopping, by birth country, May 2014
- Asians’ attitudes toward shopping
- Attitudinal groupings
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- Figure 106: Asians’ attitudes toward shopping – Any agree, by age, May 2014
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- Figure 107: Asians’ attitudes toward shopping – Any agree, by presence of children in household, May 2014
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- Figure 108: Asians’ attitudes toward shopping – Any agree, by gender and household income, May 2014
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- Figure 109: Asians’ attitudes toward shopping – Any agree, by country, May 2014
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- Figure 110: Asians’ attitudes toward shopping – Any agree, by region, May 2014
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- Figure 111: Asians’ attitudes toward shopping – Any agree, by dominant culture, May 2014
- Simmons attitudes
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- Figure 112: Asian’s attitudes toward shopping, by age, November 2012-December 2013
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- Figure 113: Asian’s attitudes toward shopping, by presence of children in household, November 2012-December 2013
- Asians’ perceptions of purchasing behavior
- General perceptions
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- Figure 114: Asians’ perceptions of their purchasing behavior, by gender, May 2014
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- Figure 115: Asians’ perceptions of their purchasing behavior, by age, May 2014
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- Figure 116: Asians’ perceptions of their purchasing behavior, by gender and household income, May 2014
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- Figure 117: Asians’ perceptions of their purchasing behavior, by country, May 2014
- Simmons shopping behavior
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- Figure 118: Asians’ shopping behavior – Any agree, by age, November 2012-December 2013
- Asian values
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- Figure 119: Asian values, by gender, May 2014
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- Figure 120: Asian values, by age, May 2014
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- Figure 121: Asian values, by presence of children in household, May 2014
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- Figure 122: Asian values, by gender and household income, May 2014
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- Figure 123: Asian values, by region, May 2014
Appendix – Trade Associations
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