GlobalHue Presents: The New Asian-American Market at adtech:sf

The New Asian-American Market Christine Huang Head of Cultural Trends GlobalHue

Overview of the Segment: By the Numbers
Overall, Asian segments are on the rise
Asian American population = 15+ million (Census est. 2009)
Strong immigration (highest among Asian Indians, Chinese, and Filipinos)
Growing # of descendants
Relatively young, median age is 34
Buying power remains strong; median household income (08) at $67K (versus US total population: $52K)
Chinese=$68K // Asian Indian=$90K // Filipinos=$80K // Korean=$54K // Vietnamese=$55K
Annual buying power = ~$427+ billion (estimated to reach $670 billion by 2012)

Overview of the Segment: Regionally
Geographically, CA & NY are the best states to target mass Asians
Concentrated pop. #s
Strong buying power
Strong media presence
The CA Asian American Youth and Young Adult market is particularly important to watch
~50% of students at 6 University of CA schools are Asian/Asian-American
Above average income levels  early adopters of technology; digitally savvy; a connected culture both online and off

Overview: Acculturation Spectrum w/in an Asian Family Early Adopters Translation Bridge Brand Pushers More Confidence Traditional Entrepreneurial Comfortable with global brands Co-signer 2 nd Gen. U.S. Born 1.5 Generation Foreign born, but immigrated at an early age Skews Youth/Young Adults 1 st Generation Foreign Born Skews Older/Parents } }

Overview of the Segment: Culture
Cultural insights
Family : The majority of Asian Americans are either primed for parenthood, or their households include more than 3 (family values still important to most Asian-Americans)
Education : 43% of Asian Americans hold a college degree (compared to 27.7% of total US population)
Heritage : 1.5 and 2 nd Generation Asian Americans still embrace traditions to stay connected to their roots (celebrate Lunar New Year; revisit/return to their ancestral ‘homeland’ – rise in “hai gui”

The Picture is Always Getting More Complex…

Considerations: Asian Americans and Digital
Asian-Americans, like other multicultural segments, are highly tech adoptive and responsive.
The population of early adopting Asian Americans is growing – while the older generations of the segment are becoming more accustomed to new technologies.
76% of Asian Americans vs. 67.8% of non-Asians are regular users of the Internet
Asian Americans over index in PC and smartphone ownership. As of Feb 2010, 95% of Asian Americans own PCs ( as compared to 83% of the overall population.)
Asian Americans (as well as Hispanics) are more likely to be influenced by a blogger recommendation to purchase a product or service than their non-Hispanic white counterparts

They’re socializing and doing business online seamlessly and often in confluence.
63% of Asian Americans visit a social networking site at least 2-3 times a month, up from 42% in 2008
Asian Americans are more likely to engage in multiple Internet activities on a daily basis (i.e. e-mail, IM, VoIP, VPNs)
Asian Americans are twice as likely to use LinkedIn and Twitter : 14.5% of Asian Americans visit LinkedIn and 10.8% visit Twitter regularly compared to 7.1% and 5.6% of non-Hispanic whites.
Asian Americans are more likely to bank online compare to non-Asian households , with 75.3% banking online compared to 67.4% of non-Asians.

They’re consuming online media and involved in online communities that are both mainstream and in-culture/in-language.
Contrary to the belief that in-language publications are growing less resonant w/ Asian audiences, online in-language & in-culture media targeted at nearly all Asian sub-segments is growing
English is the unifying language for Asian Indians , while native languages are still dominant among Chinese, Korean, and Vietnamese Americans. (~50% of the Chinese population in CA and NY speaks English less than very well; only ~23.7% for Asian Indians.)
Implications : The Asian-American audience is most effectively reached by understanding and targeting its sub-segments separately. In-language media and communities, both traditional and online, should be considered for all markets, but especially Chinese, Korean and Vietnamese.

Inspiration: Chrysler Sebring For Chrysler, GlobalHue created an integrated campaign to introduce the new, tech-enhanced Sebring to Asian-American audiences. GH’s campaign consisted of a strategy encompassing multiple consumer touch points with both display and integrated media. The campaign included tactical homepage display on major in-language and mainstream news and finance sites as well as TV, Print, and events. Microsites devoted to specific targets were created (Chrysler.com/Indian; Chryler.com/Chinese) with respective in-language information Results : Chrysler Sebring Campaign results showed higher growth in the Asian market than those of non-Asian market. • Non-Asian Sebring Unit Sales Increase: 163%+ (Feb 2006 vs. Feb 2007) • Asian Sebring Unit Sales Increase: 280%+ (Feb 2006 vs. Feb 2007) • Multicultural share trended better than non-multicultural share for 06-07.

Inspiration: AXE Ride
To bolster sleekness and edge around Univelever’s AXE brand , Edelman created the AXE Ride campaign, targeting 18- to 34-year-old automobile enthusiasts (aka "tuners" or "gearheads") of Latino, Asian, and African-American descent.
Unilever created the " The Ultimate Seduction Vehicle ," a fully-loaded Infiniti QX56 that was designed as the ultimate bachelor’s ride.
Edelman created the AXERide.com contest and website, showcasing the features of the "Ultimate Seduction Vehicle"
The contest page instructed the visitor to upload a photo of his car and explain in a short blurb how tricking out his car would help him get the girl.
Results: AXERide.com got more than 30,000 visits due solely to WOM, and the contest received four times the number of entries received by the previous AXE-branded competition.

Inspiration: Kia Soul Collective
Kia Motors and agency David&Goliath’s Kia Soul Collective : a nationwide program geared toward creating awareness around the all-new 2010 Kia Soul. Kia gathered artists and influencers including Asian-American designer trailblazer Jeff Staple to be the face of the online and offline campaign.
The campaign was not structured as ‘multicultural’ – but appealed to Asian American youth/trendsetters for its inclusion of of-the-moment bands, Asian American designers and Staple’s one-of-a-kind designed Camo Kia.
Original media created by the icons was made shareable online; a tour of free secret shows by top bands (MGMT; Janelle Monae) toured the US with fans instructed via Twitter and Facebook on how to obtain information about the events

Thoughtstarters
How can you use online channels to activate your Asian American audience?
Since mainstream, traditional media like TV or radio are heavily lacking in Asian Americans entertainers and programming, online outlets like YouTube are often Asian Americans’ first place to find, create and share entertainment – and becoming a platform for trendsetting and influencing.

Thoughtstarters
Are you reaching Asian-Americans where they work and play online?
Asian-Americans heavy use of financial services and social networking sites and communication tools make these venues particularly effective for reaching the young professional as well as the “Traditionally Affluent” set.

Thoughtstarters And finally: what is the Asian-American experience today? What is the Asian American cultural narrative?

“… But where are you really from?”

“… .But where are you really from?”

ASIAN AMERICAN EXPERIENCE: THEN
“ Good”
Model Minority
2-dimensional
FOB (Fresh-off-the-Boat)
Neutral/neutered

ASIAN AMERICAN EXPERIENCE: NOW
Empowered; Powerful; in-control
Re-appropriating stereotypes
Not docile

Expressive
In the mass media spotlight

“ Mainstream” - but with a twist
Acculturated – but with ties to heritage

Scott Oki , Microsoft's former senior vice-president of sales and marketing ASIAN AMERICAN EXPERIENCE: NOW Taiwan-born Jerry Yang, former CEO of Yahoo! Hawaii-born Guy Kawasaki, VC Entrepreneur, Stanford Business Professor Sanjay Gupta, CNN Health expert and neurosurgeon

Andrea Jung, CEO of Avon Beauty Products ASIAN AMERICAN EXPERIENCE: NOW Amy Tan, author and literary scholar Anna Sui, Chinese American fashion designer Maya Lin, architect and public artist

The Takeaway
Create digital strategies that are founded in and upon CULTURE, not just ethnicity . The Asian American audience is highly dynamic and diverse and growing more so – and as this segment continues to fragment and develop its niche communities both online and off, culture-based, not blanket approaches will prove most resonant and meaningful to the new, Asian American consumer.

Thank you. Contact info: Christine Huang [email_address] www.GlobalHue.com

GlobalHue Presents: The New Asian-American Market at adtech:sf

by GlobalHue on Aug 10, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 18

Statistics

GlobalHue Presents: The New Asian-American Market at adtech:sf — Presentation Transcript