Four Things You Need to Know About Asian American Marketing

Four Things You Need to Know about Asian-American Consumers
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Enjoy a free excerpt of the research. 

1. Almost two-thirds of Asian Americans are foreign-born, and roughly 80% speak a language other than English at home.

 

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.

 

2. Roughly half of all Asian Americans cite China or India as their country of origin.

 

And these two groups were responsible for 71% of the Asian segment’s population growth between 2012 and 2017—1.8 million people!

 

3. Marriage is extremely important for Asian Americans.

 

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.

 

4. While Asian Americans take pride in their Asian ethnicity, they tend to identify more by their country of origin.

 

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.

 

Stay Up to Date on our Latest Insights.

More to Digest

Motherhood in the Age of Social Media

While consumers of all ages and backgrounds engage in social media, Millennial and Gen X moms participate in specific social media behaviors that marketers and insights professionals need to understand.

Read More »

Pass the Plate: Thanksgiving Research

Our latest research on Holidays and Occasions identifies where segments differ in their Thanksgiving attitudes and behaviors. Commonly associated with family time and eating turkey, this holiday actually has segment-specific nuances that brands must understand in order to win multicultural consumers. 

Read More »

The Essentials of Multicultural Marketing

In order to grow, brands must appeal to these relatively large and homogeneous segments, and in particular to younger generations which are disproportionately diverse.

The Big Shift

,

The Big Shift analysis continues the investigation on the role of multicultural consumers in the context of the rebounding economy.

Strategies for Activating the Hispanic Audience

As America’s cultural landscape continues to shift, brands and creative agencies need to adapt.