Statistics on the US Asian Market

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This is a presentation describing the US Asian Market demographics, psychographics and purchase power presented during a graduate class on multicultural marketing.

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Statistics on the US Asian Market

  1. 1. The Diverse Asian Market Shanna Tumbleson Ledvi Beza Su Pung
  2. 2. Introduction to the Asian Market <ul><li>Demographics </li></ul><ul><li>Culture and Language </li></ul><ul><li>Marketing Characteristics </li></ul><ul><li>Implications for Marketers </li></ul>
  3. 3. Demographics <ul><li>Total Asian Population: </li></ul><ul><ul><li>2000 Census Reports 10,171,820 </li></ul></ul><ul><ul><li>2006 Update Reports 14,000,000 </li></ul></ul><ul><ul><li>5% of U.S. Population </li></ul></ul><ul><li>Nearly 50% Growth </li></ul><ul><li>1990-2000 63.24% Growth </li></ul>
  4. 4. Asian Diversity <ul><li>Far East Asia </li></ul><ul><li>Indian Subcontinent </li></ul><ul><li>Western Asian </li></ul><ul><li>Chinese </li></ul><ul><li>Filipino </li></ul><ul><li>Taiwanese </li></ul><ul><li>Thai </li></ul><ul><li>Japanese </li></ul><ul><li>Korean </li></ul><ul><li>Vietnamese </li></ul><ul><li>Indian </li></ul><ul><li>Malaysian </li></ul><ul><li>Indonesian </li></ul><ul><li>Pakistani </li></ul><ul><li>Laotian </li></ul><ul><li>Asian-Indian </li></ul><ul><li>Turkish </li></ul><ul><li>Source: U.S. Census Bureau </li></ul>
  5. 6. Asian Diversity: Language <ul><li>Chinese, Tibetan, Burmese, Nepal Bhasa, Persian, Urdu, Hindu, Kurdish, Russian, Ataval, Cebuano, Cham, Ilokana, Indonesian, Japanese, Malay, Paiwan, Sundanese, Tagalog, Tetum, Arabic, Hebrew, Turkish, Azeri, Turkmen, Tatar, Uzbek, Kazakh, Uyghur, Mogolic Languages, Tai-Kadai Languages, Austroasiatic Languages, Eskimo-Aleu Languages, Chukotko-Lamchatkan Languages, Uralic Languages, Dravadian Languages, Turkic, Mongolic, Tungustic, Korean, Japanese, Ural-Altaic Languages, Uralic Languages, Yukaghir Languages, and Nivkh </li></ul><ul><li>Source: Wikipedia </li></ul>
  6. 7. Other Demographics <ul><li>Geography </li></ul><ul><li>Age </li></ul><ul><li>Employment Status </li></ul><ul><li>Income Level </li></ul><ul><li>Purchasing Power </li></ul><ul><li>Education Level </li></ul>
  7. 11. Employment Status <ul><li>71% Men </li></ul><ul><li>57% Women </li></ul><ul><li>Top Jobs: </li></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><li>Above National Average </li></ul><ul><li>Asian Indians in the Lead for Top Jobs </li></ul><ul><ul><li>60% </li></ul></ul>
  8. 12. Income Level <ul><li>Median Income </li></ul><ul><ul><li>$40,650 (Men) </li></ul></ul><ul><ul><li>$31,049 (Women) </li></ul></ul><ul><li>Higher than the National Average </li></ul><ul><li>Asian Indians in the Lead! </li></ul><ul><ul><li>$51,904 </li></ul></ul>
  9. 13. Education Level <ul><li>50% of Asians hold a bachelor’s degree </li></ul><ul><li>Only 27% of total U.S. population holds a bachelor’s degree. </li></ul><ul><li>Asian-Indians take the Lead </li></ul><ul><ul><li>58% hold a Bachelor’s </li></ul></ul>
  10. 14. Purchasing Power <ul><li>Nearly $254 billion in buying power </li></ul><ul><li>Increased 125% since 2001 ($118 billion) </li></ul><ul><li>Projection of growth is $528 billion by 2009. </li></ul>
  11. 15. Location: 60% Concentrated in 10 Cities <ul><li>Los Angeles </li></ul><ul><li>New York </li></ul><ul><li>San Francisco </li></ul><ul><li>Honolulu </li></ul><ul><li>Chicago </li></ul><ul><li>Sacramento </li></ul><ul><li>Washington D.C. </li></ul><ul><li>Seattle </li></ul><ul><li>San Diego </li></ul><ul><li>Boston </li></ul>Picture of Chinatown in Los Angeles

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