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But this doesn’t mean you have to use targeted language-specific advertising to reach the segment. After all, more than 74% of each major Asian sub-group (Indian, Chinese, Vietnamese, Filipino, Korean, Japanese) is either bilingual or English dominant.
And these two groups were responsible for 71% of the Asian segment’s population growth between 2012 and 2017—1.8 million people!
They are the most likely to be married and the least likely to be divorced. Among origin groups, Indian Asians are the most likely to be married, while Asian women are the most likely of any group to be in an interracial marriage.
This is likely tied to the segment’s desire to maintain a strong connection with their cultural heritage, something many Asians—roughly 48%—fear future generations may lose.
You asked and we delivered: insights on holidays and occasions are here! Make the most of seasonal festivities by using this data to better connect with both younger and older consumers.
Christmas is a widely celebrated and much-loved holiday across racial and ethnic segments. And the associated spend is massive—more than 1 trillion dollars in 2018! Brands should go big during this festive season to ensure they capture their share of America’s increasingly diverse population.