LONG BEACH, California – The annual Asian American Consumer Behavior Study conducted by interTrend’s Knowledge Center reveals that 80 percent of respondents consume ethnic media with print having the highest penetration followed by TV and radio.
The study also revealed that Asian Americans prefer to be reached and targeted through in-language advertising. Only seventeen percent (17%) of the respondents prefer English only advertising with the majority preferring either in-language or bi-lingual advertisements.
The study further revealed that Asian
Americans rely on the Internet to communicate. The research revealed relevant
findings and insightful views into brand loyalty, lifestyle habits, purchase
drivers, as well as media consumption of Asian Americans. This year’s study
increased the sample size to include the Asian Indian segment as well as added
questions relating to cell phone usage to gain insights into the U.S. Asian
telecom market. The findings will lay a foundation that will present not only
the significant potential for marketers to enter this market, but also the fact
that this market can no longer be ignored in the multicultural marketing strategies
of Fortune 500 companies.
The study surveyed 1,380 Asians including
Chinese, Vietnamese, Korean, Filipino and Asian Indian sub-segments, both
in-language and in English, nation-wide across four major DMAs to examine their
consumer behavior patterns and attitudes in various industry categories. The
2006 findings demonstrate that Asian Americans are highly receptive to
culturally relevant messaging and targeted marketing.
interTrend’s study presents marketers key
data and a platform to build their business case and ultimately reap the
success from entering this market. With an estimated $454 billion buying power
in 2007, it is important that marketers not only realize the potential in the
Asian American market, but also the specific insights and opportunities this
study presents.
The findings reveal that the Internet
plays a critical role in the life of Asian Americans with nearly ninety percent
(90%) of respondents online and seventy percent (70%) visiting ethnic
websites/portals. In fact, more than half the respondents shop online, which
has doubled from last year.
Web surfing online also moved up from 8th
in ranking in 2005 to 5th in 2006. Asian Indians and Chinese spend the most
hours on the Internet and young Asian Americans between the ages of 25 and 34
are the heaviest Internet users. The average online shopping expenditure in the
last 12 months is $138. The average online spending amongst the Vietnamese
segment increased dramatically from an average of $180 in 2005 to $230 in 2006.
The top products purchased online amongst Asian Americans remains as apparel
and books.
Brand Preference and Consumer Behavior in
Industry Specific Categories Retail -
According to the study, Asian Americans shop frequently at department stores
with nearly one third frequenting department stores at least 1 to 3 times a
week.
Automotive -The findings also show that
Japanese auto brands are a top choice among the respondents with Toyota and
Honda having the highest ownership.
Among the sub-segments, Asian Indians and
Koreans have the highest purchase intention among all other groups.
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