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The Shopping Experience of Asian Americans - US - August 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Asian buying power is growing fast
Few Asians shop to impress
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
Figure 2: Very important factors for Asians when shopping, all versus Indians, May 2014
Asians love sales and coupons
Figure 3: Attitudes toward shopping – Deal seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
Indian Americans value good service
Figure 4: Attitudes toward shopping – Service/Experience seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
Asians relatively independent shoppers
Figure 5: Asians’ attitudes toward shopping – Influentials – Any agree, by dominant culture, May 2014
Brands important to most Asians
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
Figure 7: Asians’ attitudes toward shopping – Shopaholics – Any agree, all versus Indians, May 2014
Asians careful shoppers, but spend more online
Figure 8: Asians’ top perceptions of purchasing behavior, May 2014
Education and family lead among Asian values
Figure 9: Select Asian values, by dominant culture, May 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Why Buy
Trend: Return to the Experts
Trend: Mood to Order
ASIAN HOUSEHOLD EXPENDITURES
Key points
Asians lead in spending on apparel and accessories
Figure 10: Expenditures of Asian households, indexed to all households, 2010-12*
Asians spend more of the household apparel budget on the adults
Figure 11: Distribution of total apparel expenditures of Asian and total households, by segment, 2010-12*
MARKETING STRATEGIES
Theme: Asian language advertising
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
Figure 14: Music video for “Baby Let’s Go” by Asiatix, featuring the 2014 Toyota Corolla, 2013
AARP showcases accomplished Asian Americans
Figure 15: AARP print ad, 2013
Theme: Lunar New Year – The other holiday season
Figure 16: Citi and Hyundai Chinese New Year print ads, 2014
ASIANS AND SHOPPING MOTIVATIONS
Key points
Most Asians shop for personal reasons
Figure 17: Reasons Asians purchase something for themselves, May 2014
Asian shoppers less motivated by trends and social pressure
Figure 18: Reasons to purchase something for themselves, by Asians, Hispanics, and Blacks, February and May 2014
Acculturated Asians use shopping as a reward
Figure 19: Reasons Asians purchase something for themselves, by dominant culture, May 2014
More Indian Americans shop to impress
Figure 20: Reasons Asians purchase something for themselves, by country, May 2014
WHERE ASIANS SHOP AND WHY
Key points
Price and quality drive Asians’ shopping choices
Figure 21: Very important factors for Asians when shopping May 2014
More Asians will sacrifice convenience for quality and price
Figure 22: Very important factors when shopping, by Asians, Hispanics, and Blacks, February and May 2014
Unacculturated Asians look for exciting, trendy brands
Figure 23: Important factors for Asians when shopping, by dominant culture, May 2014
Indian Americans seek fun and excitement when shopping
Figure 24: Important factors for Asians when shopping, by country, May 2014
Asian shoppers important to high-end department stores
Figure 25: Where purchases are made (in-store or online), by Asians, Hispanics, and Blacks, February and May 2014
Asians are avid online shoppers
Figure 26: Where Asians make purchases, in-store versus online, May 2014
Higher-income Asians key target for many retailers
Figure 27: Where Asians make purchases (in-store or online), by household income, May 2014
ASIANS’ ATTITUDES TOWARD SHOPPING
Key points
Asians are active deal seekers
Figure 28: Attitudes toward shopping – Deal seekers – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
Acculturated Asians bigger bargain hunters
Figure 29: Asians’ attitudes toward shopping – Deal seekers – Any agree, by dominant culture, May 2014
Asians value knowledgeable salespeople
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
Figure 31: Asians’ attitudes toward shopping – Service/Experience seekers – Any agree, by country, May 2014
Asians relatively independent shoppers
Figure 32: Attitudes toward shopping – Influentials – Any agree, by Asians, Hispanics, and Blacks, February and May 2014
Unacculturated Asians shop more socially
Figure 33: Asians’ attitudes toward shopping – Influentials – Any agree, by dominant culture, May 2014
Indian Americans highly social consumers
Figure 34: Asians’ attitudes toward shopping – Influentials – Any agree, by country, May 2014
Brands important to most Asians
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
Figure 36: Asians’ attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by age, May 2014
Indians like to try new products
Figure 37: Asians’ attitudes toward shopping – Brand loyal/shopping adventure – Any agree, by country, May 2014
One in four Asians is a shopaholic
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
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
Figure 41: Asians’ attitudes toward shopping, by gender, November 2012-December 2013
Higher-income Asians more interested in new retailers
Figure 42: Asians’ attitudes toward shopping, by household income, November 2012-December 2013
ASIANS’ PERCEPTIONS OF PURCHASING BEHAVIOR
Key points
Asians careful shoppers, but spend more online
Figure 43: Asians’ perceptions of purchasing behavior, May 2014
Asians outspend Blacks and Hispanics online
Figure 44: Perceptions of purchasing behavior, by Asians, Hispanics, and Blacks, February and May 2014
Image and status drive spending for more unacculturated Asians
Figure 45: Asians’ perceptions of their purchasing behavior, by dominant culture, May 2014
Promotions play a big role in Asians’ purchase decisions
Figure 46: Promotions impacting Asians’ purchase decisions, May 2014
Asians well-informed and influential consumers
Figure 47: Shopping behaviors – Any agree, by Asian gender, November 2012-December 2013
IMPACT OF GENDER AND HOUSEHOLD INCOME
Key points
Asian women more likely to get viral
Figure 48: Asians’ shopping habits, by gender and household income, May 2014
Figure 49: Asians’ interest in shopping, by gender and household income, May 2014
High-income men head to high-end stores
Figure 50: Types of stores Asians shopped at, by gender and household income, May 2014
Women drawn to style, trends
Figure 51: Factors impacting Asians’ store selection, by gender and household income, May 2014
Women more likely to see community preserving heritage
Figure 52: Asian values, by gender and household income, May 2014
ASIAN VALUES
Key points
There are no “Asian values,” but education and family come closest
Figure 53: Asian values, May 2014
Acculturated Asians find more agreement on Asian values
Figure 54: Asian values, by dominant culture, May 2014
Figure 55: Asian values, by country, May 2014
BUYING POWER OF ASIAN AMERICANS
Key points
Asian American buying power growing the fastest
Figure 56: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 57: Purchasing power, by race/Hispanic origin, 1990-2018
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
Figure 60: Median household income, by race/Hispanic origin of householder, 2012
DEMOGRAPHICS OF ASIANS IN AMERICA
Key points
Population trends
Figure 61: Population by race and Hispanic origin, 2009-19
Figure 62: Asian, Black, and Hispanic populations, 1970-2020
Figure 63: Population, by race and Hispanic origin, 1970-2020
Share of births
Figure 64: Distribution of births, by race of mother, 2002-12
Asian American share of population by age
Figure 65: Asian American share of population, by age, 2009-19
US population by race/ethnicity and gender
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
Figure 68: Age distribution of Asian women, 2009-19
Figure 69: Age distribution of Asian men, 2009-19
Characteristics
Marital status
Figure 70: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 71: Marital status of Asians, by age, 2013
Figure 72: Marital status of Asians, by age, 2013
Gender ratio
Figure 73: Gender ratio of Asians versus general population, by age, 2014
Household size
Figure 74: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 75: Households, by presence and ages of own children, 2013
Generations
Figure 76: Generations, by race, 2014
Figure 77: Population, by race and generation, 2014
Figure 78: Distribution of generations, by race and Hispanic origin, 2014
Asians by country of origin/heritage
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)
Figure 81: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
Asian Americans by geographic concentration
Figure 82: Largest Asian groups, by country of origin/ancestry, by region, 2010
States by Asian share of population
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
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
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
Figure 89: Frequency of Internet use, by race and Hispanic origin, 2010
APPENDIX – OTHER USEFUL CONSUMER TABLES
Asians and shopping motivations
Reasons to purchase
Figure 90: Reasons Asians purchase something for themselves, by gender, May 2014
Figure 91: Reasons Asians purchase something for themselves, by age, May 2014
Figure 92: Reasons Asians purchase something for themselves, by presence of children in household, May 2014
Figure 93: Reasons Asians purchase something for themselves, by region, May 2014
Where Asians shop and why
Where purchases are made
Figure 94: Where Asians make purchases (in-store or online), by age, May 2014
Figure 95: Where Asians make purchases (in-store or online), by presence of children in household, May 2014
Figure 96: Where Asians make purchases (in-store or online), by gender and household income, May 2014
Figure 97: Where Asians make purchases (in-store or online), by dominant culture, May 2014
Figure 98: Where Asians make purchases (in-store or online), by country, May 2014
Figure 99: Where Asians make purchases (in-store or online), by region, May 2014
Important factors
Figure 100: Important factors for Asians when shopping, by gender, May 2014
Figure 101: Important factors for Asians when shopping, by age, May 2014
Figure 102: Important factors for Asians when shopping, by presence of children in household, May 2014
Figure 103: Important factors for Asians when shopping, by gender and household income, May 2014
Figure 104: Important factors for Asians when shopping, by region, May 2014
Figure 105: Important factors for Asians when shopping, by birth country, May 2014
Asians’ attitudes toward shopping
Attitudinal groupings
Figure 106: Asians’ attitudes toward shopping – Any agree, by age, May 2014
Figure 107: Asians’ attitudes toward shopping – Any agree, by presence of children in household, May 2014
Figure 108: Asians’ attitudes toward shopping – Any agree, by gender and household income, May 2014
Figure 109: Asians’ attitudes toward shopping – Any agree, by country, May 2014
Figure 110: Asians’ attitudes toward shopping – Any agree, by region, May 2014
Figure 111: Asians’ attitudes toward shopping – Any agree, by dominant culture, May 2014
Simmons attitudes
Figure 112: Asian’s attitudes toward shopping, by age, November 2012-December 2013
Figure 113: Asian’s attitudes toward shopping, by presence of children in household, November 2012-December 2013
Asians’ perceptions of purchasing behavior
General perceptions
Figure 114: Asians’ perceptions of their purchasing behavior, by gender, May 2014
Figure 115: Asians’ perceptions of their purchasing behavior, by age, May 2014
Figure 116: Asians’ perceptions of their purchasing behavior, by gender and household income, May 2014
Figure 117: Asians’ perceptions of their purchasing behavior, by country, May 2014
Simmons shopping behavior
Figure 118: Asians’ shopping behavior – Any agree, by age, November 2012-December 2013
Asian values
Figure 119: Asian values, by gender, May 2014
Figure 120: Asian values, by age, May 2014
Figure 121: Asian values, by presence of children in household, May 2014
Figure 122: Asian values, by gender and household income, May 2014
Figure 123: Asian values, by region, May 2014
APPENDIX – TRADE ASSOCIATIONS

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