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Diversity Within the Asian American Market

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Presentation at the ARF Multicultural Council.

Presentation at the ARF Multicultural Council.

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  • 1. Diversity Within the Asian American Market Presentation to The ARF Multicultural Advertising Council By Phoenix Multicultural July 1, 2008 Chicago, IL
  • 2. 2 ARF Multicultural Advertising Council According to the U.S. Bureau of the Census, the resident population of the United States, projected to 19:51 GMT (EST+5) June 30, 2008 was 304,479,549. GROWTH COMES FROM 1 birth every.................................. 7 seconds 1 death every……………………………….13 seconds 1 international migrant (net) every............ 29 seconds ……….Or about 2,980 migrants a day U.S. Population Clock Projection
  • 3. 3 ARF Multicultural Advertising Council The Landscape of America is Changing • Growth Occurring EVERYWHERE • Majority Minority States Increasing • Acculturation vs. Assimilation • Language vs. Culture • Asian American Influence
  • 4. 4 ARF Multicultural Advertising Council Multicultural Consumers are Different Compare and contrast to your current target segment(s) • Identify the CORE unifiers • Identify the MARKET differentiators Important distinctions for targeting this segment Important distinctions for targeting this segment Important distinctions for targeting this segment Overarching themes and commonalities Segment 3Segment 2Segment 1 Target Segments Core Unifiers Market Differentiators
  • 5. 5 ARF Multicultural Advertising Council Shared Asian Values Asian shared values provide common cultural denominators that can help differentiate this group from other ethnic groups. Respect for Elders Respect for Elders CommunityCommunity Group Orientation Group Orientation EducationEducation FamilyFamily SavingSaving Asian Shared Values Asian Shared Values Source: PM/ISA Asian American Market Report 2005
  • 6. 6 ARF Multicultural Advertising Council The ABCDs of Multicultural Marketing Demystifying and Profiling Demo- graphics Culture BehaviorAccess Multicultural Consumer Segment Phoenix Multicultural’s A/B/C/D Model© for Consumer Analysis
  • 7. 7 ARF Multicultural Advertising Council Compelling Reasons… • Size of subgroup • Household size • Age – Median years • Education • Occupation • Income • Geography …on why you should target Asian American consumers – Large and Growing – Large households – Youngest – Most educated – Professional – Highest HH income – Geographically Concentrated Demo- graphics
  • 8. 8 ARF Multicultural Advertising Council The Mix is Changing Chinese Asian Indian Vietnamese Filipino Korean Japanese Cambodian Hmong Laotian Pakistani Thai Taiwanese Indonesian Chinese 23.4% 3M Filipino 17.8% 2.3M Asian Indian 18.6% 2.5M Vietnamese 11.3% 1.5 Korean 10% 1.3M Japanese 6.9% .8M 2006, US Census figures American Community Survey In rank order by national population Demo- graphics
  • 9. 9 ARF Multicultural Advertising Council Cultural Factors Affect Behavior Culture Heritage Acculturation levels Identity Language
  • 10. 10 ARF Multicultural Advertising Council Heritage • Compared to other Asian groups, Vietnamese in the U.S. feel the most connected to their cultural heritage • Asians overall stay connected to their cultural heritage mainly through language and food but this varies by segment • Indians tend to connect via music, religious services and festivals • Koreans and Chinese connect via TV programs • Vietnamese rated music and religious services high • Filipinos rated language the lowest Source: PM/ISA Asian American Market Report 2008 preliminary findings
  • 11. 11 ARF Multicultural Advertising Council11 Identity • In general, over three-quarters of Asians strongly identify themselves with their own country of origin first rather than the umbrella term of Asian American. • Vietnamese are the most likely to do so; Filipinos are the least likely. Asian Ethnicity 78% Asian American 15% American 4% Minority 2% DK/Ref 1% Source: Phoenix Multicultural/ISA Asian American Market Report 2005 Culture
  • 12. 12 ARF Multicultural Advertising Council Acculturation Country of origin can have significant impact on acculturation level, regardless of length of time in the U.S. – primarily due to level of English in home country and familiarity with American culture 0 100 Less Acculturated Bicultural More Acculturated Asian Chinese Filipino Indian Japanese Korean Vietnamese Source: Phoenix Multicultural/ISA Asian American Market Report 2005 Indians Filipinos Japanese Culture
  • 13. 13 ARF Multicultural Advertising Council Language Usage Vietnamese, Korean and Chinese Americans are the most language- dominant. Japanese, because immigration has slowed down considerably, are by far the most English-dominant speakers. 20.5 13.9 33.4 54.5 19.7 16.6 39 0 10 20 30 40 50 60 Only speak English Indian Vietnamese Filipino Japanese Korean Chinese White 22.6 52.9 22.1 25.4 47.2 46.4 39 0 10 20 30 40 50 60 Speak English less than very well Indian Vietnamese Filipino Japanese Korean Chinese White Source: Census 2006 Culture
  • 14. 14 ARF Multicultural Advertising Council Asian SayingAsian Saying American SayingAmerican Saying • The nail that sticks up, gets knocked down • Treat every old man as thy father • One is not a soldier in the battlefield • The squeaky wheel gets the grease • There is no fool like an old fool • Good fences make good neighbors. Examples of the Cultural Mindset Culture
  • 15. 15 ARF Multicultural Advertising Council How to Drive Behavior First understand it Next, affect it Behavior Banking Habits Shopping Telephone Usage Buying Cars Consumer Electronics Fast Food Internet Usage Health Travel “Green” Attitude
  • 16. 16 ARF Multicultural Advertising Council Fast Food Behavior Source: PM/ISA Asian American Market Report 2008 preliminary findings • McDonald’s was the first mentioned and the most mentioned fast food restaurant mentioned by ALL Asians • Pizza Hut scored the highest with Indians • On average, Asians spend the highest amount on food shopping per week when compared to other ethnic groups • Filipinos spend the most of any Asian group
  • 17. 17 ARF Multicultural Advertising Council Shopping •Most frequented stores Behavior Source: PM/ISA Asian American Market Report 2008 preliminary findings TargetWhites Wal-MartAfrican Americans Wal-MartHispanics CostcoAsian Americans
  • 18. 18 ARF Multicultural Advertising Council Internet Usage Behavior Source: PM/ISA Asian American Market Report 2008 preliminary findings • Asians follow Whites in Internet access and are ahead of Hispanics and African Americans. • Internet access at home is highest for Koreans and Indians • Koreans are most likely to obtain a weblog or blog followed by Indians • Asians are a bit behind Hispanics but on par with African Americans when it comes to maintaining a personal social site such as Facebook, MySpace, etc.
  • 19. 19 ARF Multicultural Advertising Council Banking Habits Behavior Source: PM/ISA Asian American Market Report 2008 preliminary findings • Indians are the most likely to bank online compared to any Asian/ethnic group • Asians are more likely to bank within a grocery store than any other group • But they are less likely to bank via telephone • Filipinos and Vietnamese are the most likely to send money overseas
  • 20. 20 ARF Multicultural Advertising Council Accessing Your Target Market Access
  • 21. 21 ARF Multicultural Advertising Council Best Ways to Reach Asian Americans • Print • Word of mouth • Internet • Keep in mind the Shared Asian Values • Recognize key Holidays and Celebrations • Keep communications culturally relevant and determine based upon your situation if language comes into play Access
  • 22. 22 ARF Multicultural Advertising Council Media •Magazine Preferences News Magazines Cooking Magazines Business & Finance News Magazines Health & Wellness Health & Wellness Women’s Beauty & Fashion Entertainment News Magazines Health & Wellness Cooking Magazines WhitesAfrican Americans HispanicsAsian Americans Source: PM/ISA Asian American Market Report 2008 preliminary findings
  • 23. 23 ARF Multicultural Advertising Council Media •Radio Preferences – Music Formats Asian Classical/ Instrumental Hispanics Rock or Pop African Americans Jazz Source: PM/ISA Asian American Market Report 2008 preliminary findings
  • 24. 24 ARF Multicultural Advertising Council Direct Marketing/Outreach • The majority of U.S. Filipinos and Indians prefer to receive direct mail in English when compared to their Chinese, Korean and Vietnamese counterparts who prefer to receive bilingual or native language materials. • Over half (58%) of Asian Americans attend local cultural events or festivals. • This skews much higher for Indians and Vietnamese Source: PM/ISA Asian American Market Report 2008 preliminary findings
  • 25. 25 ARF Multicultural Advertising Council Holiday and Celebrations Tie into key Asian and American holidays/celebrations such as • Lunar New Year (Chinese, Vietnamese, Korean) • Moon Festival (Mainly East Asians) • Diwali (Indian) • New Year referred to Shogatsu and Oshogatsu (Japan) – Most important holiday in Japan – Celebrated Jan 1-3 • Obon (Japan) – Buddhist event, Aug 13-16, pray for ancestors’ spirits to reunite with the family • Christmas – Many Filipinos are Catholic and about 1/3 of all Koreans are Christian – Asian segments may still participate although to a lesser extent if not Christian (i.e. Japanese celebrate in a secular way) • Christenings – Again, mainly for Christian Asians • Mother’s Day/Father’s Day • Valentine’s Day • Asian Pacific American Heritage Month Access
  • 26. 26 ARF Multicultural Advertising Council To learn more: visit www.phoenixmi.com PHOENIX MULTICULTURAL OR Contact: Sharmila Fowler Vice President, Business Development 630.357.8002 Sharmila.Fowler@PhoenixMI.com THANK YOU!

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