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Marketing to Asian Moms - US - September 2015

Published By :

Mintel

Published Date : Sep 2015

Category :

Advertising and Marketing

No. of Pages : N/A

Asian moms are a diverse group, originating from many countries, speaking many languages, and encompassing a wide range of economic and cultural backgrounds. On average though, they are highly educated, with high-household incomes and high expectations for their children

Table of Content

Overview

What you need to know
Definition

Executive Summary

Asian moms a small but important market
Figure 1: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
The issues
Asians a diverse group representing a variety of cultures
Figure 2: Asian population, by country of origin/heritage, 2010
Asian moms trust few information sources
Figure 3: Asian moms’ perceptions of parenting information sources, June 2015
Asian moms don’t see themselves represented in media
Figure 4: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
The opportunities
SoLoMo (social, local, mobile): Mom blogs, local, Asian-language media
Figure 5: Parenting information sources regularly used, Asian moms indexed to all, June 2015
Dual-income and high-income households
Figure 6: Growth in purchasing power, by race/Hispanic origin, 1990-2019
Organic and natural products
Figure 7: Product positioning tactics influencing purchase, Asian moms indexed to all moms, June 2015
What it means

The Market – What You Need to Know

Asian mom population small but growing
Asian moms have larger households with more help
Asian moms older, better educated
Diversity defines Asian population
Diversity high within Asian households

Asian Moms by the Numbers

There are about 2.4 million Asian moms in the US
Figure 8: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
Asian households more likely than average to include children
Figure 9: Presence of children in household, by race and Hispanic origin, 2014
Asian moms skew older compared to the average
Figure 10: Moms’ distribution by age, by race and Hispanic origin, 2014

Market Perspective

Asian population small but growing rapidly
Figure 11: Population by race and Hispanic origin, 2010-20
Asians live in larger households
Figure 12: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Marriage rates high among Asian women
Figure 13: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
Figure 14: Rate of interracial marriage among selected races, by race and gender, 2013
Asians wait to marry
Figure 15: Marital status of Asians, by age, 2013
Asian share of births (and moms) growing, despite small families
Figure 16: Distribution of births, by race of mother, 2004-14
Asian moms start later
Figure 17: Distribution of births of first children, by age and total versus Asian mothers, 2013
Asian moms come from diverse cultures
Figure 18: Asian population, by country of origin/heritage, 2010
Figure 19: Asian demographics, by country of origin/heritage, 2010
Asian moms well educated and financially secure
Figure 20: Purchasing power, by race/Hispanic origin, 1990-2019

Key Strategies – What You Need to Know

Targeting options include mom blogs, local, Asian-language media
Dads and diversity important to Asian moms
Digital and mobile key platforms

What’s Working?

Reaching moms through images of dads
Targeting by language and culture
Targeting by region
Peer-to-peer recommendations
Natural and organic products

What’s Next?

Diversity within households becomes the norm
Accelerating shift to mobile and other cutting-edge technologies

The Consumer – What You Need to Know

Time with family a priority
Moms do it all
Dads key to selling to Asian moms
Asian moms influential consumers
Pricing and demos effective in selling to Asian moms
Asian moms don’t see themselves in media

Important Aspects of a Good Life

The good life means health and success
Figure 21: Important aspects of a good life, Asian moms indexed to all, June 2015

Attitudes toward Motherhood

Asian moms confident and independent
Figure 22: Attitudes toward motherhood, Asian moms indexed to all, June 2015
Unacculturated moms less wrapped up in kids’ success
Figure 23: Attitudes toward motherhood, by dominant culture, June 2015
More Asian moms see children as part of their retirement plan
Figure 24: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015

Balancing Family and Work

Quality time with kids a priority
Figure 25: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015
Moms feel constant demands
Figure 26: Attitudes toward motherhood, by dominant culture, June 2015

Household Chores

Moms do it all
Figure 27: Asian moms’ perceptions of responsibility for household chores, June 2015
Asian spouses more helpful than most
Figure 28: Indexed participation of family members in household chores, Asians versus all households with children, June 2015

Important Values to Instill in Children

Responsibility, confidence top traits
Figure 29: Most important values to instill, Asian moms indexed to all moms, June 2015
Independence distinct from self-expression
Figure 30: Most important values to instill, by dominant culture, June 2015

Children Through a Mother’s Eyes

Asian moms don’t see themselves as more demanding
Figure 31: Attitudes toward parenting – Education/hard work, Asian moms indexed to all, June 2015
Material goods can show love for some Asian moms
Figure 32: Attitudes toward parenting – Affection/praise/discipline, Asian moms indexed to all, June 2015
Asian moms find balance between tradition and opportunity
Figure 33: Attitudes toward parenting – Cultural conflict, Asian moms indexed to all, June 2015
Figure 34: Attitudes toward parenting – Cultural conflict, by dominant culture, June 2015

Parenting Information Sources

Media has broad reach with Asian moms
Figure 35: Parenting information sources regularly used, Asian moms indexed to all, June 2015
Millennial moms look online for parenting help
Figure 36: Parenting information sources Asian moms regularly use, by generation, June 2015

Perceptions of Parenting Information Sources

Trust hard to come by
Figure 37: Asian moms’ perceptions of parenting information sources, June 2015
Figure 38: Correspondence analysis – Asian moms’ perceptions of parenting information sources, June 2015

Purchase Influencers

Asian moms look to peers when making purchases
Figure 39: Asian moms’ purchase influencers, June 2015
New moms open to recommendations
Figure 40: Asian moms’ purchase influencers, by new moms versus experienced moms, June 2015
Online reputation paramount with South Asians
Figure 41: Asian moms’ purchase influencers, by region of origin/descent, June 2015

Product Positioning Tactics Influencing Purchases

Organic/all-natural claims, demonstrations effective with Asian moms
Figure 42: Product positioning tactics influencing purchase, Asian moms indexed to all, June 2015
Asian moms somewhat less motivated by price
Figure 43: Shopping behaviors, Asian moms indexed to all, June 2015

Attitudes toward Advertising

Asian moms aged 45+ worry most about excessive screen time
Figure 44: Attitudes toward parenting – TV and technology, Asian moms indexed to all, June 2015
Few Asian moms identify with TV ads
Figure 45: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
Ads connect most with South Asian moms
Figure 46: Attitudes toward parenting – Representations in the media, by dominant culture, June 2015
Figure 47: Attitudes toward parenting – Representations in the media, by region of origin/descent, June 2015

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
Correspondence analysis methodology
A note on dominant culture/acculturation

Appendix – The Market

Figure 48: Births, by race/Hispanic origin of mother, preliminary 2014
Figure 49: Fertility rate, by race and Hispanic origin, 2003-13*
Figure 50: Distribution of births, by race and Hispanic origin of mother, 2002-12
Figure 51: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014

Appendix – Consumer

Data for correspondence analysis – Perceptions of parenting information sources
Figure 52: Asian moms’ perceptions of parenting information sources, June 2015

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