LONG BEACH, California – Asian Americans rely on the Internet to communicate, the annual Asian American Consumer Behavior Study, revealed.
The third annual Consumer Research Study conducted by interTrend’s Knowledge Center reveals 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 Knowledge Center is committed to conducting this study annually so marketers can take away key data and have 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.
The study also examines media consumption amongst Asian Americans. The study revealed that eighty percent (80%) of the respondents consume ethnic media with print having the highest penetration followed by TV and radio. The study also revealed that Asians 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.
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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