Marketing to Asian Americans

May 26, 2008

THEY'RE AFFLUENT, HIGHLY EDUCATED AND GREAT AT SAVING MONEY AND SPENDING IT ON LUXURY BRANDS. They have the fastest population growth rate of all racial groups, the highest median household income, and very high rates of business ownership. And they are trendsetters in many spheres of our national life-including food, healthcare, recreation, education, and cutting-edge, high-tech entertainment, with all these superlatives, they're a marketer's dream.

            "They" are Asian Americans-a population numbering nearly 15 million people of diverse ethnic descent and origin-and they're the biggest opportunity of the marketing world.

            The list of superlatives that make Asian Americans particularly attractive for diverse categories and brands just goes on and on: When compared to the total U.S. population, they are younger, their family size is larger, they have a higher percentage of married-couple households, and a higher percentage of households with children under the age of 18 at home. They also exhibit the second-highest rate of homeownership after non-Hispanic whites, and Asian mean home value leads all groups (including non-Hispanic whites) in 48 out of 50 states. Although the national Asian American population is, admittedly, smaller than that of other target audiences, Asians are very heavily clustered in just a handful of top states and urban areas, enabling "surgical," cost-efficient ad and marketing programs.

            Check out the impressive stats, then read on for a wealth of more compelling reasons and valuable resources for targeting this lucrative market.

For more Marketing to Asian Americans coverage:
Marketing to Asian Americans
Research: Uncovering the Gold Mine
Asian Media: Reaching the Target, Reaping the Rewards
Roundtable: Opportunity's Knocking
Roundtable continued
Where are the Clients?