Back
RAB Mobile
Who Buys Source

Chinese residents account for the largest Asian group in America (making up 23% of the U.S. Asian population), followed by Filipino, Asian Indian, Vietnamese, Korean and Japanese.

U.S. Census Bureau, 2010

As of mid-2009, the median age of America's Asian population was 35.3 years, compared to 41.2 for non-Hispanic Whites, 27.4 for Hispanics and 31.3 for African Americans.

U.S. Census Bureau, 2010

Fifty percent of single-race Asians 25-and-older had a bachelor's degree or higher level of education in 2008, compared to 28% of all Americans in the same age bracket. Twenty percent of single-race Asians 25-and-older had a graduate (e.g., master's or doctorate) or professional degree, compared to 10% of the general population 25-and-over.

U.S. Census Bureau, 2010

As of 2008, 63.6% of the Asian population in the U,S. was foreign born. Of this group, 32.2% were naturalized citizens, while the other 31.4% were not citizens.

U.S. Census Bureau, 2010

Married-couple families comprised 58.9% of Asian households in 2008, compared to 52.8% of non-Hispanic White households and 50.0% of the population in general.

U.S. Census Bureau, 2010

The median household income for single-race Asians was $70,069 in 2008, the highest of any ethnic group. However, median household income differered noticeably by Asian group; Asian Indians, for example, had a median household income of $90,528, while for Vietnamese-Americans, it was $55,667.

U.S. Census Bureau, 2010

Marital status of Asian-American men ages 15+ in 2008: Married, 60.2%; widowed, 1.6%; divorced, 2.7%; separated, 1.2%; never married, 34.3%. Marital status of Asian-American women ages 15+ in 2008: Married, 60.7%; widowed, 7.4%; divorced, 5.4%; separated, 1.7%; never married, 24.7%.

U.S. Census Bureau, 2010

According to a 2009 Gallup Poll, the political ideology of Asian Americans: Conservative, 21%; Moderate, 46%; Liberal, 31%.

Research Alert, 2010

When They Buy Source

According to the U.S. Census Bureau, May is Asian/Pacific American Heritage Month.

U.S. Census Bureau, 2010

The Lunar New Year is celebrated in China, Vietnam, North and South Korea, and other Asian countries. Traditionally, the festivities start 22 days prior to the New Year and continue for 15 days afterwards. The lunar calendar has 12 years, each named for an animal. The Year of the Tiger began on February 14, 2010, and will end on February 2, 2011. The Year of the Rabbit will begin on February 3, 2011, and conclude January 22, 2012.


Kang & Lee Advertising, 2010


How They Buy Source

Research conducted by interTrend Communications determined that 57% of Asians prefer to wait for sales before making a purchase, with women (65%) more likely than men (49%) to say so.

Research Alert, 2010

Asian Americans are more likely to make online purchases on a day-to-day basis than other ethnic consumers.

PR Newswire, 2010

What They Buy Source

A 2010 study prepared by New Strategist concluded that Asians, on average, spend more each year on men's and women's apparel, consumer electronics, groceries, jewelry and video games than any other ethnic group. 

Research Alert, 2010

According to the 2010 Polk Automotive Loyalty Awards, which are determined when a household that owns a new vehicle returns to the market and purchases or leases another new vehicle of the same model or make, Toyota was the winner among Asian American consumers.

R.L. Polk & Co., 2010

According to a 2010 Nielsen study, Asian American consumers are more likely to have newer technology products than the general population.

Nielsen Wire, 2010

Research by interTrend Communications showed that 83% of Asian Americans have Internet access at home, compared to 71% of African Americans and 59% of Hispanics. Korean-Americans are the most likely segment of Asians to have home Internet access, at 91%.

Research Alert, 2010

A study by interTrend Communications concluded that Asian-Americans' beverage preferences are as diverse as their countries of origin. Sixty-two percent of Asian Indians drink tea at least once a day, compared to 43% of Chinese-Americans. Ninety percent of Vietnamese-Americans drink bottled water daily, compared to 37% of Chinese-Americans.

Research Alert, 2010

Asian Americans are more likely to bank online when compared to non-Asian households, 75.3% to 67.4%.

GlobalHue, 2010

Based on a 2010 study by Packaged Facts, Asian consumers indexed the highest of any ethnic group in the use of "natural" or "organic" beauty products, at 32% above the national average.

Marketing Daily, 2010

A 2010 study by the Federal Deposit Insurance Corporation revealed that only 3.5% of Asian households are "unbanked," while just 7.2% are "underbanked." The national averages are 17.9% for underbanked households and 7.7% for unbanked households. 

USA Today, 2010

Asian Americans are more likely than the general population to engage in multiple Internet activities on a daily basis (i.e., e-mail, IM, VoIP, VPNs).

GlobalHue, 2010

Dollar sales of Asian food products increased 2.7% for the 52-week period ending February 21, 2010, to $398.8 million.

Information Resources, Inc., 2010

According to a study by the Selig Center for Economic Growth at the University of Georgia, Asians spend more than the average U.S. household on homes, furniture, clothing, footwear, vehicle purchases, public transportation, education, cash contributions, food (groceries and dining out), and insurance. They spend less than average on utilities, health care, tobacco products, entertainment, floor coverings, major appliances, personal care products and services, housekeeping supplies, and alcoholic beverages.

University of Georgia, 2009

According to the 2008 New American Diner Study, Asians eat an average of 4.47 meals away from home each week, compared to 4.14 for Hispanics, 3.69 for African Americans and 3.58 for Caucasian consumers. Asian consumers also eat an average of 3.47 snacks away from home each week, compared to 3.84 for Hispanics, 3.63 for African Americans and 2.42 for Caucasians.

Restaurants & Institutions, 2008

Where They Buy Source

A 2010 Nielsen survey found that Asian Americans are more likely to eat outside of the home, when compared to the overall U.S. population.

Nielsen Wire, 2010

According to a 2010 Nielsen survey, Asian American shoppers tend to spend more in club stores than the general population (Asian Americans represent 3.0% of CPG total spending, but 5.5% of dollars spent in warehouse clubs).

Nielsen Wire, 2010

According to the University of Georgia's Selig Center for Economic Growth, states with the highest percentage of buying power attributed to Asian consumers in 2009: 1. Hawaii, 46.5%; 2. California, 11.8%; 3. New Jersey, 8.3%; 4. Washington, 6.6%; 5. Nevada, 6.5%; 6. New York, 6.4%; 7. (tie) Maryland and Virginia, 5.1%; 9. Illinois, 4.8%; 10. Massachusetts, 4.5%. 

University of Georgia, 2009

Based on research by the University of Georgia's Selig Center for Economic Growth, states experiencing the largest increases in Asian buying power between 2000 and 2009: 1. Wyoming, +187%; 2. Nevada, +154%; 3. North Dakota, +146%; 4. Arizona, +140%; 5. Arkansas, +130%; 6. Florida, +128%; 7. South Dakota, +126%; 8. District of Columbia, +124%; 9. Delaware, +123%; 10. New Hampshire, +121%.

University of Georgia, 2009

According to a study by the Selig Center for Economic Growth at the University of Georgia, states with the greatest Asian buying power in 2009 (totals in billions): 1. California, $163; 2. New York, $51; 3. Texas, $34; 4. New Jersey, $32; 5. Illinois, $23; 6. Hawaii, $22; 7. Washington, $17; 8. (tie) Florida and Virginia, $15; 10. Massachusetts, $13.

University of Georgia, 2009

As of 2008, U.S. metro areas with the largest Asian populations: 1. New York/Northern New Jersey, 1,795,000; 2. Los Angeles/Long Beach/Santa Ana, 1,788,000; 3. San Francisco/Oakland/Fremont, 947,000; 4. San Jose/Sunnyvale/Santa Clara, 552,000; 5. Chicago/Naperville/Joliet, 510,000; 6. Washington/Arlington/Alexandria, 462,000; 7. Honolulu, 404,000; 8. Seattle/Tacoma/Bellevue, 353,000; 9. Houston/Sugar Land/Baytown, 331,000; 10. San Diego/Carlsbad/San Marcos, 309,000; 11. Dallas/Fort Worth/Arlington, 302,000; 12. Boston/Cambridge/Quincy, 271,000.

U.S. Census Bureau, 2009

Business Trends Source

In 2009, financial, telecom and automotive marketers remained the three most active categories in marketing to Asian consumers.

Kang & Lee Advertising, 2010

The U.S. Asian population rose 2.6% between mid-2008 and mid-2009, increasing to 14.014 million.

U.S. Census Bureau, 2010

There were 1.6 million Asian-owned businesses in the U.S. in 2007, up 40.7% from 2002. Asian-owned businesses accounted for 47.2% of the total number of businesses in Hawaii, 14.9% in California, and 10.1% in New York. 

U.S. Census Bureau, 2010

Approximately 63% of the total Asian American population (ages 5+) speak only English.

PR Newswire, 2010

An annual study by DiversityInc magazine identified the top companies that offer the most inclusive working environments for Asian-American employees: 1. Johnson & Johnson; 2. IBM; 3. Starwood Hotels & Resorts Worldwide; 4. PricerwaterhouseCoopers; 5. Deloitte; 6. Abbott; 7. American Express; 8. Hewlett-Packard; 9. Sempra Energy; 10. Wells Fargo.

DiversityInc, 2010

A 2010 study by Ariel/Hewitt showed that Whites (77%) and Asians (76%) are more likely than Blacks (66%) or Hispanics (65%) to participate in their employers' 401(k) plans. In addition, Asians (9.4% of their salary) and Whites (7.6%) have higher rates of savings than do Hispanics (6.3%) and Blacks (6.0%).

Research Alert, 2010

Research by the University of Georgia's Selig Center for Economic Growth calculates that Asian buying power in the U.S. reached $508.6 billion in 2009, and is projected to grow to $696.5 billion by 2014.

University of Georgia, 2009

States with the largest Asian populations in 2008: 1. California, 4,582,000; 2. New York, 1,369,000; 3. Texas, 841,000; 4. New Jersey, 664,000; 5. Illinois, 559,000; 6. Hawaii, 506,000; 7. Washington, 438,000; 8. Florida, 416,000; 9. Virginia, 378,000; 10. Massachusetts, 321,000.

U.S. Census Bureau, 2009

Based on research by the University of Georgia's Selig Center for Economic Growth, compared to the overall consumer market, spending by Asian Americans is much more focused geographically. In 2009, the five and 10 states with the largest Asian consumer markets accounted for 59% and 75% of Asian buying power, respectively. In contrast, the five and 10 largest total consumer markets accounted for 39% and 56% of U.S. buying power, respectively.

University of Georgia, 2009

Misc Source

The proportion of Asian women who married foreign-born Asian men, or immigrants, increased to 21% in 2008, up from only 4% in 1980.

The Wall Street Journal, 2010

An early-2010 study of Twitter users, conducted by Edison Research, found that only 3% were Asian, compared to other ethnic groups (White, 51%; African-American, 24%; Hispanic, 17%; other, 5%).

eMarketer, 2010

Asians account for approximately 5% of U.S. workers, but make up a much larger share of computer software engineers (29%), computer programmers (20%), computer scientists and system analysts (16%).

USA Today, 2009