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Asian American Lifestyles and Entertainment - US - September 2014

Published By :

Mintel

Published Date : Sep 2014

Category :

Lifestyle

No. of Pages : 161 Pages

Asians are an important and growing market for entertainment and leisure categories. These high-income, highly educated consumers represent a potentially lucrative market, especially for entertainment that provides multiple values, but marketers need to reach them where they live, which for most young Asians is online and on their mobile device.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Asian entertainment spending is growing
Figure 1: Distribution of total entertainment expenditures across entertainment segments, by race, 2010-12*
Higher-income households drive spending on entertainment
Figure 2: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
Multigenerational and online lifestyles drive Asians’ leisure decisions
Movies and home-cooked meals most common in-home leisure activities
Figure 3: Top at-home leisure activities – participation at least once a month, May 2014
Dining out and shopping top out-of-home leisure activities
Figure 4: Top out-of-home activities – participation at least once a month, May 2014
Friends and family drive dining and event choices
Figure 5: Top information sources for out-of-home entertainment, May 2014
Asians eat at both Asian and non-Asian restaurants
Figure 6: Out-of-home food choices, May 2014
Asians favor less popular sports
Figure 7: Top out-of-home events and activities attendance, May 2014
Asians want to attend events where they can relax with family
Figure 8: Top factors impacting entertainment choices – at least somewhat important, May 2014
What we think

Issues and Insights

How can entertainment offerings appeal to diverse, multigenerational Asian families?
The issues
The implications
How do Asians’ digital lifestyles impact their entertainment choices?
The issues
The implications
Asians can be big spenders, but only when they see good value
The issues
The implications

Trend Application

Trend: Slow It All Down
Trend: Edutainment
Trend: Moral Brands

Asians Entertainment Expenditures

Key points
Entertainment spending by Asians growing fast
Figure 9: Expenditures of Asian households, indexed to all households, 2010-12*
Asians spend more on admission to events
Figure 10: Distribution of total expenditures across entertainment segments, by race, 2010-12*
High-income Asians, under-45s biggest entertainment spenders
Figure 11: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
Acculturated Asians spend more on entertainment
Figure 12: Monthly household entertainment expenditures, by dominant culture and country, May 2014

Marketing Strategies

Theme: Asian language entertainment
Theme: Asian YouTube stars go mainstream
Verizon Wireless/Linsanity partnership draws YouTube stars
Figure 13: Verizon TV spot, “Linsanity the movie, sweepstakes,” 2013
Michelle Phan plugs Audible with book club

In-home Activities

Key points
Movie night and home-cooked meals popular among Asians
Figure 14: Frequency of participation in at-home leisure activities, May 2014
Asians cook, take photos for fun
Figure 15: Participation in in-home leisure activities/hobbies in the last 12 months, by Asians and non-Asians, November 2012-December 2013
Income influences how Asians consume video content
Figure 16: In-home activities done at least once a month, by household income, May 2014
PCs entertainment hubs for unacculturated Asians
Figure 17: In-home activities done at least once a month, by dominant culture, May 2014

Out-of-home Activities

Key points
Dining out tops out-of-home activities
Figure 18: Out-of-home activities, May 2014
Asians favor educational activities
Figure 19: Participation in out-of-home leisure activities/hobbies in the last 12 months, by race, November 2012-December 2013
Asian moviegoers attend more frequently
Figure 20: Number of movie theater visits in the last 90 days, by race, November 2012-December 2013
Figure 21: Movie genre preference, by race, November 2012-December 2013
Middle-income Asians have active leisure time
Figure 22: Out-of-home activities done at least once a month, by household income, May 2014
Unacculturated Asians enjoy a variety of out-of-home activities
Figure 23: Out-of-home activities done at least once a month, by dominant culture, May 2014

Information Sources for Out-of-home Entertainment

Key points
Most Asians learn about bars and restaurants by word-of-mouth
Figure 24: Information sources for out-of-home entertainment, May 2014
Higher-income Asians read restaurant and bar reviews in print
Figure 25: Information sources for out-of-home entertainment, by household income, May 2014
Acculturated Asians do less research on bars and restaurants
Figure 26: Information sources for out-of-home entertainment, by dominant culture, May 2014

Out-of-home Food Choices

Key points
Asians frequent both Asian and non-Asian restaurants
Figure 27: Out-of-home food choices, May 2014
Unacculturated Asians important customer base for Asian restaurants
Figure 28: Out-of-home food choices, by dominant culture, May 2014
Asians with kids more likely to choose Asian restaurants
Figure 29: Out-of-home food choices, by presence of children in household, May 2014

Attending Events

Key points
Sports, fairs, and festivals lead in Asian attendance
Figure 30: Events and activities attendance, May 2014
Asians favor niche sports
Figure 31: Interest in professional sports, by race, November 2012-December 2013
Fewer Asians attend live concerts
Figure 32: Live entertainment preferences and attendance in the last 12 months, by race, November 2012-December 2013
Acculturated Asians are bigger sports fans
Figure 33: Events and activities attendance – Attended in the last 12 months, by dominant culture, May 2014

Entertainment Ticket Buying Behaviors

Key points
Friends and family important to Asian entertainment purchasing
Figure 34: Entertainment ticket buying behaviors, by household income, May 2014
More acculturated Asians rely on traditional media to find entertainment
Figure 35: Entertainment ticket buying behaviors, by dominant culture, May 2014
Asians who spend big on entertainment get more information online
Figure 36: Entertainment ticket buying behaviors, by monthly household entertainment expenditures, May 2014

Factors Impacting Entertainment Choices

Key points
Time with family top driver of entertainment choices by Asians
Figure 37: Factors impacting entertainment choices, May 2014
Asian parents choose events with educational or cultural value
Figure 38: Factors impacting entertainment choices – At least somewhat important, by presence of children in household, May 2014
Unacculturated Asians have high expectations for entertainment
Figure 39: Factors impacting entertainment choices – At least somewhat important, by dominant culture, May 2014

Impact of Asian Origin

Key points
Indian Americans are frequent party hosts
Figure 40: In-home activities done at least once a month, by country, May 2014
Indian Americans important market for gyms, bars, and charities
Figure 41: Out-of-home activities done at least once a month, by country, May 2014
Japanese Americans mirror non-Asians in entertainment preferences
Figure 42: Events and activities attendance – Attended in the last 12 months, by country, May 2014
More Indian Americans learn about restaurants and bars online
Figure 43: Information sources for out-of-home entertainment, by country, May 2014
Most Indian Americans typically choose Indian restaurants
Figure 44: Out-of-home food choices, by country, May 2014
Indian Americans demand more than fun from entertainment
Figure 45: Factors impacting entertainment choices – At least somewhat important, by country, May 2014

Whom Asians Spend Time With

Key points
Majority of Asians spend most non-work time with other Asians
Figure 46: Whom Asians spend time with, May 2014
Two thirds of acculturated Asians mainly socialize with non-Asians
Figure 47: Whom Asians spend time with – Out of home (not at work), by dominant culture, May 2014
Nearly one in five acculturated Asians live with non-English-dominant Asians
Figure 48: Whom Asians spend time with – At home, by dominant culture, May 2014
Asian moms spend more time with other Asians
Figure 49: Whom Asians spend time with – Out of home (not at work), by gender and parents with children in household, May 2014

Asian Values

Key points
There are no “Asian values,” but education and family come closest
Figure 50: Asian values, May 2014
Acculturated Asians find more agreement on Asian values
Figure 51: Asian values, by dominant culture, May 2014
Figure 52: Asian values, by country, May 2014

Buying Power of Asian Americans

Key points
Asian American buying power growing the fastest
Figure 53: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 54: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 55: Top 10 US states ranked by share of Asian buying power, 2013
Figure 56: Top 10 states ranked by dollar amount of Asian buying power, 2013
US household income distribution
Figure 57: Median household income, by race/Hispanic origin of householder, 2012

Demographics of Asians in America

Key points
Population trends
Figure 58: Population by race and Hispanic origin, 2009-19
Figure 59: Asian, Black, and Hispanic populations, 1970-2020
Figure 60: Population, by race and Hispanic origin, 1970-2020
Share of births
Figure 61: Distribution of births, by race of mother, 2002-12
Asian American share of population by age
Figure 62: Asian American share of population, by age, 2009-19
US population by race/ethnicity and gender
Figure 63: Women by race and Hispanic origin, 2009-19
Figure 64: Men by race and Hispanic origin, 2009-19
Asian American population by gender and age
Figure 65: Age distribution of Asian women, 2009-19
Figure 66: Age distribution of Asian men, 2009-19
Characteristics
Marital status
Figure 67: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 68: Marital status of Asians, by age, 2013
Figure 69: Marital status of Asians, by age, 2013
Gender ratio
Figure 70: Gender ratio of Asians versus general population, by age, 2014
Household size
Figure 71: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 72: Households, by presence and ages of own children, 2013
Generations
Figure 73: Generations, by race, 2014
Figure 74: Population, by race and generation, 2014
Figure 75: Distribution of generations, by race and Hispanic origin, 2014
Asians by country of origin/heritage
Figure 76: Asian population, by country of origin/heritage, 2010
Figure 77: Asian Demographics, by country of origin/heritage, 2010
Chinese (23% of Asian Americans)
Filipinos (20% of Asian Americans)
Indians (18% of Asian Americans)
Vietnamese (10% of Asian Americans)
Koreans (10% of Asian Americans)
Japanese (8% of Asian Americans)
Other (11% of Asian Americans)
Figure 78: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
Asian Americans by geographic concentration
Figure 79: Largest Asian groups by country of origin/ancestry, by region, 2010
States by Asian share of population
Figure 80: Asian population as a percent of total population by state, 2010
Figure 81: States ranked by Asian Share of Population, 2010
States with the most Asian population growth
Figure 82: Asian population rate of change by state, 2000-10
Figure 83: States ranked by change in Asian population, 2000-10
Key Asian American metropolitan areas
Figure 84: Metropolitan areas with the largest number of Asian residents, by country of origin/ancestry, 2010
Figure 85: Concentration of Asian Americans by county, 2010
Asians online
Figure 86: Frequency of internet use by race and Hispanic origin, 2010

Appendix – Other Useful Consumer Tables

Asians’ entertainment expenditures
Figure 87: Monthly household entertainment expenditures, May 2014
Figure 88: Monthly household entertainment expenditures, by gender, May 2014
Figure 89: Monthly household entertainment expenditures, by household income, May 2014
Figure 90: Monthly household entertainment expenditures, by marital status, May 2014
Figure 91: Monthly household entertainment expenditures, by presence of children in household, May 2014
Figure 92: Monthly household entertainment expenditures, by gender and household income, May 2014
Figure 93: Monthly household entertainment expenditures, by country, May 2014
Figure 94: Monthly household entertainment expenditures, by region, May 2014
Figure 95: Monthly household entertainment expenditures, by dominant culture, May 2014
In-home activities
Figure 96: In-home activities done at least once a month, by gender, May 2014
Figure 97: In-home activities done at least once a month, by age, May 2014
Figure 98: In-home activities done at least once a month, by presence of children in household, May 2014
Figure 99: In-home activities done at least once a month, by gender and parents with children in household, May 2014
Figure 100: In-home activities done at least once a month, by region, May 2014
Figure 101: In-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
Figure 102: In-home activities done at least once a month, by Asian values, May 2014
Out-of-home activities
Figure 103: Out-of-home activities done at least once a month, by gender, May 2014
Figure 104: Out-of-home activities done at least once a month, by age, May 2014
Figure 105: Out-of-home activities done at least once a month, by presence of children in household, May 2014
Figure 106: Out-of-home activities done at least once a month, by gender and parents with children in household, May 2014
Figure 107: Out-of-home activities done at least once a month, by region, May 2014
Figure 108: Out-of-home activities done at least once a month, by monthly household entertainment expenditures, May 2014
Information sources for out-of-home entertainment
Figure 109: Information sources for out-of-home entertainment, May 2014
Figure 110: Information sources for out-of-home entertainment, by age, May 2014
Figure 111: Information sources for out-of-home entertainment, by gender and household income, May 2014
Figure 112: Information sources for out-of-home entertainment, by region, May 2014
Figure 113: Information sources for out-of-home entertainment, by Asian values, May 2014
Out-of-home food choices
Figure 114: Out-of-home food choices, May 2014
Figure 115: Out-of-home food choices, by age, May 2014
Figure 116: Out-of-home food choices, by marital status, May 2014
Figure 117: Out-of-home food choices, by region, May 2014
Figure 118: Out-of-home food choices, by language spoken in home, May 2014
Figure 119: Out-of-home food choices, by Asian values, May 2014
Events and activities attendance
Attended in the last 12 months
Figure 120: Events and activities attendance – Attended in the last 12 months, by age, May 2014
Figure 121: Events and activities attendance – Attended in the last 12 months, by household income, May 2014
Figure 122: Events and activities attendance – Attended in the last 12 months, by education, May 2014
Figure 123: Events and activities attendance – Attended in the last 12 months, by gender and household income, May 2014
Figure 124: Events and activities attendance – Attended in the last 12 months, by region, May 2014
Plan to attend in the next 12 months
Figure 125: Events and activities attendance – Plan to attend in the next 12 months, by age, May 2014
Figure 126: Events and activities attendance – Plan to attend in the next 12 months, by household income, May 2014
Figure 127: Events and activities attendance – Plan to attend in the next 12 months, by gender and household income, May 2014
Figure 128: Events and activities attendance – Plan to attend in the next 12 months, by country, May 2014
Figure 129: Events and activities attendance – Plan to attend in the next 12 months, by region, May 2014
Figure 130: Events and activities attendance – Plan to attend in the next 12 months, by dominant culture, May 2014
Entertainment ticket buying behavior
Figure 131: Entertainment ticket buying behaviors, May 2014
Figure 132: Entertainment ticket buying behaviors, by age, May 2014
Factors impacting entertainment choices
Figure 133: Factors impacting entertainment choices – At least somewhat important, by gender, May 2014
Figure 134: Factors impacting entertainment choices – At least somewhat important, by age, May 2014
Figure 135: Factors impacting entertainment choices – At least somewhat important, by household income, May 2014
Figure 136: Factors impacting entertainment choices – At least somewhat important, by region, May 2014
Figure 137: Factors impacting entertainment choices – At least somewhat important, by years residing in the US, May 2014
Figure 138: Factors impacting entertainment choices – At least somewhat important, by Asian values, May 2014
Whom Asians spend time with
Figure 139: Whom Asians spend time with – Out of home (not at work), by age, May 2014
Figure 140: Whom Asians spend time with – At home, by spoken language preference, May 2014
Attitudes toward technology and the internet
Figure 141: Attitudes toward technology, by race, November 2012-December 2013
Figure 142: Attitudes toward lifestyles and the internet, by race, November 2012-December 2013

Appendix – Trade Associations

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