Asian-American Market

Significant Opportunities For Advertisers

There are more than 15 million people of Asian origin in North America and they represent a population segment with profitable opportunities for savvy marketers. Research and census data indicate these important factors about Asian Americans:

• Population growth is 6 times the national average
  Asian American purchasing power will increase over 45% by 2009, and expected to be 23 million by 2020.
  Affluent – spending $253 billion per year, as of 2001
  
• Highest education levels and median household incomes of any ethnic group
  Highest rate of home ownership (>50%) of any ethnic group
  
• Technology savvy – heaviest everyday internet users of any racial/ethnicity
• Easy to reach – majority are in a handful of major metropolitan areas
• Sophisticated consumers who are very brand and value conscious
• Over 30% of minority businesses are owned by Asian-Americans

In a relatively short period of time compared to other ethnic groups, Asian-Americans have achieved a high standard of living with an accompanying affluent consumption level for all manner of top quality and luxury goods and services.

Effectively Reaching Asian Americans

It has been demonstrated that the most cost effective way to reach this underserved market sector, (which is also tightly connected to the vast markets in the Far East), is by print media. Print media is where cultural heritage is maintained and this is why:

• 9 of 10 most common surnames of San Francisco homebuyers in 1999 were Chinese.
• Over 75% of Asian-Americans are foreign-born
• More than 78% of Asian-Americans speak their native languages at home
• Although 86% of Asian-Americans can SPEAK English, only 5% prefer to READ in English
• Even after 20 years of living in the U.S., 65% still prefer to read/write in their own languages
• 98% of Chinese-Americans view in-language advertising as a top indicator of interest in having them as a customer
• English language media excludes over 75% of the Asian-American audience