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Asians Attitudes toward Advertising - US - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Advertising and Marketing

No. of Pages : N/A

By 2021, the Census Bureau estimates that there will be 20.3 million Asians living in the US, or 6% of the US population. This group’s influence far outweighs it size however, making it critical for advertisers of all types to develop strategies for reaching Asian consumers. On average, Asians are more educated and affluent than the population as a whole, giving them more buying power. Further, Asians are also more likely to be interested in new technologies as well as advertising, making them important audiences for evangelizing new products.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
A fast-growing audience
Figure 1: Population by race and Hispanic origin, 2009-19
An incredibly diverse population
Figure 2: Asian population, by country of origin/heritage, 2010
Affluent, educated families – who are very tech-savvy
Figure 3: Median household income, education, marital status, by race/Hispanic origin, 2014 and 2015
The opportunities
Connect with entertaining ads
Figure 4: Attributes of best ads – Entertaining, made me laugh, by key demographics, August 2016
Get social
Figure 5: Opinions on social advertising, by men and women ages 18-34, August 2016
A delicate balance
Figure 6: Asian cultural nuances, by select demographics, August 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
An increasingly important audience
Traditional families dominate
A fragmented population
Significant acculturation differences, driven by immigration

ASIAN AMERICANS – BY THE NUMBERS
A growing audience
Figure 7: Population by race and Hispanic origin, 2011-21
Asian American buying power growing rapidly
Figure 8: Purchasing power by race and Hispanic origin, 2009-19
Strong focus on family
Figure 9: Marital status of people aged 18 or older, by race and Hispanic origin, 2013

MARKET BREAKDOWN
A diverse population
Figure 10: Asian population, by country of origin/heritage, 2010
Figure 11: Population of 14 largest “other” Asian subgroups, by country of origin, 2010
Varying levels of education and acculturation
Figure 12: Asian demographics, by country of origin/heritage, 2010

MARKET FACTORS
Highly tech-savvy
Figure 13: Personal ownership of laptops/netbooks, smartphones and tablets, Asian vs all, April 2015
Figure 14: Internet use, by race, 2004-16
Figure 15: Methods used to access the internet in the last three months, Asians versus all, April 2015
An array of media options
A growing force in entertainment

KEY PLAYERS – WHAT YOU NEED TO KNOW
Show, don’t tell
Don’t offend
Be cautious about cultural targeting
Take advantage of new tools

WHAT’S WORKING?
Featuring Asian celebrities in ads...
And also everyday families
Figure 16: Amazon Prime “Lion” ad, 2016

WHAT’S STRUGGLING?
Avoid stereotypes
Be cautious about cultural targeting. . .
Figure 17: Central Pacific Bank ad, 2016
Even if you’re not targeting Asians
Figure 18: Panda Express “Fortune Tales | The Story of Chinese New Year”, 2016

WHAT’S NEXT?
Getting the message
Harnessing the buzz

THE CONSUMER – WHAT YOU NEED TO KNOW
TV, print most popular ad types
Opportunities in TV and social
Funny, entertaining ads have the edge
English-language ads preferred
Concerns about email clutter
Stereotypes not a major concern

ASIANS’ PERCEPTIONS OF ADVERTISING TYPES
TV, print most positively viewed
Figure 19: Asians' perceptions of advertising by type – Positive and negative attributes (nets), August 2016
Figure 20: Asians' perceptions of advertising by type – Specific attributes, August 2016
Southeast Asians most likely to view traditional ads favorably
Figure 21: Asians' perceptions of advertising by type – Positive attributes, by ethnic heritage, August 2016
Older audiences find TV most appealing
Figure 22: Asians' perceptions of TV advertising– Specific attributes, by age/gender, August 2016
Social media ads gain ground with younger women
Figure 23: Asians' perceptions of social media advertising– Specific attributes, ny age/gender, August 2016

MEDIA CHANNELS – STRENGTH IN PRINT, SOCIAL
Solid engagement with TV advertising
Figure 24: Asians’ attitudes toward television and advertising, index to all, February 2015-March 2016
More reliance on radio than the norm
Figure 25: Asians’ attitudes toward radio and advertising, index to all, February 2015-March 2016
Much stronger engagement with magazines than the norm
Figure 26: Asians’ attitudes toward magazines and advertising, index to all, February 2015-March 2016
Trust but less readership with newspapers
Figure 27: Asians’ attitudes toward newspapers and advertising, index to all, February 2015-March 2016
Interest in social far outpaces the norm
Figure 28: Asians’ attitudes toward social media and advertising, index to all, February 2015-March 2016

WHAT ASIANS THINK ARE ATTRIBUTES OF THE BEST ADS
Make them laugh
Figure 29: What Asians think are the attributes of best ads, August 2016
Younger men particularly interested in humor
Figure 30: What Asians think are the attributes of best ads, by gender/age, August 2016
Entertainment factor key for South Asians
Figure 31: What Asians think are the attributes of best ads, by ethnic heritage, August 2016
Positive outlook on ads overall
Figure 32: Asians’ attitudes toward advertising, index to all, February 2015-March 2016

ASIANS’ OPINIONS ON ADVERTISING
Asian celebrities have the edge
Figure 33: Asians' advertising opinions – Attention to American vs Asian celebrities, August 2016
Figure 34: Asians’ attitudes toward celebrities, index to all, and by age and household income, February 2015-March 2016
Newcomers, US born like Asian celebs
Figure 35: Asians' advertising opinions – Attention to American vs Asian celebrities, by years residing in US, August 2016
Some skepticism around ads
Figure 36: Asians' advertising opinions – Ad reality and trust, August 2016
East Asians less trustful of ads
Figure 37: Asians' advertising opinions – Ad reality and trust, by ethnic origin, August 2016
Ads in English the overwhelming preference
Figure 38: Asians' advertising opinions – Language preference, August 2016
Even recent arrivals still prefer English
Figure 39: Asians' advertising opinions – Language preference, by years residing in US, August 2016

ASIANS’ ATTITUDES TOWARD MOBILE/ONLINE ADS
Quantity outweighing quality for email
Figure 40: Asians' attitudes toward online ads – Quantity and intrusiveness, August 2016
Older Asians less patient with online ads
Figure 41: Asians' attitudes toward online ads – Quantity and intrusiveness, by age/gender, August 2016
Some openness to sharing information
Figure 42: Asians' attitudes toward online ads – Sharing personal information, August 2016
Southeast Asians most open to sharing
Figure 43: Asians' attitudes toward online ads – Sharing personal information, by ethnic heritage, August 2016
Mobile ads not that popular
Figure 44: Asians' attitudes toward online ads – Mobile ads, August 2016
Younger users more open to mobile ads
Figure 45: Asians' attitudes toward online ads – Mobile ads, by age/gender, August 2016

ASIAN CULTURAL NUANCES
Majority not concerned about stereotypes
Figure 46: Asian cultural nuances, August 2016
Younger Asians less satisfied with ads
Figure 47: Asian cultural nuances, by age, August 2016
US-born less connected to advertising
Figure 48: Asian cultural nuances, by birth country, August 2016

ASIANS’ ATTITUDES TOWARD ADVERTISING
Positive perceptions of advertising
Figure 49: Asians’ attitudes toward advertising – Any agree, August 2016
Recommendations matter most for younger Asians
Figure 50: Asians’ attitudes toward advertising – Any agree, by age, August 2016
Southeast Asians most driven by ads
Figure 51: Asians’ attitudes toward advertising – Any agree, August 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

APPENDIX – DEMOGRAPHICS
Figure 52: Population by race and Hispanic origin, 2011-21

APPENDIX – CONSUMER
Figure 53: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
Figure 54: Asians’ attitudes toward television and advertising, index to all, and by age and household income, February 2015-March 2016
Figure 55: Asians’ attitudes toward magazines and advertising, index to all, and by age and household income, February 2015-March 2016
Figure 56: Asians’ attitudes toward newspapers and advertising, index to all, and by age and household income, February 2015-March 2016
Figure 57: Asians’ attitudes toward social media and advertising, index to all, and by age and household income, February 2015-March 2016
Figure 58: Asians’ attitudes toward advertising, index to all, index to all, and by age and household income, February 2015-March 2016

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