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Asian Americans Online
Asian Americans are a prime target for online marketers. As a group, they are Internet savvy and have high levels of disposable income. In 2007, there were 11 million Asian Americans online, and eMarketer projects that number will grow to nearly 14 million by 2011.
The Asian Americans Online report examines the behavior patterns of this educated, affluent and rapidly growing segment of Internet users.
US advertisers have long thought of the Asian-American market as complex and difficult to reach. Asian Americans are from a wide range of original nationalities, including Chinese, Japanese, Korean, Indian and Filipino, and they are further divided subcultures and language.
Some marketers take a fragmented approach and target each subculture separately. Others view Asian Americans as a single entity that will respond to a one-size-fits-all message.
But which strategy works best online?
Key questions the “Asian Americans Online” report answers:
- How many Asian Americans are online?
- What trends affect Asian-American media consumption?
- What do Asian Americans do online?
- Are Asian Americans online buyers, or just shoppers?
- What are Asian-American attitudes toward advertising?
- And many others…
eMarketer Reports—On Target and Up to Date
The Asian Americans Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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Asian Americans are a prime target for online marketers. As a group, they are Internet savvy and have high levels of disposable income. In 2007, there were 11 million Asian Americans online, and eMarketer projects that number will grow to nearly 14 million by 2011.
Executive Summary
 Asian-American Internet Users, 2006-2011 (millions and % of total Internet users)
Key Questions
The eMarketer View
Key eMarketer Numbers-Asian Americans Online
Demographics of Asian Americans
US Population, by Race/Ethnicity, July 1, 2006
US Population, by Race/Ethnicity, July 1, 2006 (% of total)
Most Important Demographic Segments for Marketers According to US Marketing Executives, October-November 2007 (% of respondents)
Asian-Americans*, by National Origin, 2004 (thousands and % of Asian-alone population)
Asian-American* Population in the US, by Language, 2004 (% of total)
US Population, by Gender, Age and Race/Ethnicity*, July 2006 (thousands)
US Median Household Income*, by Race/Ethnicity, 2004
Income of US Households, by Race/Ethnicity of Head of Household, 2006
US Consumer Spending, by Race/Ethnicity, 2007 & 2012 (billions)
Asian-American* Population in the US, by State, 2004 (% of total)
Top US States, Ranked by Buying Power* of Asian-American Consumers, 2006 (billions)
Top 10 US Designated Market Areas (DMAs), Ranked by Asian-American TV Households, 2007 & 2008
Demographic Profile of Asian-Americans (1), 2004 (% of total)
The Asian-American Population Online
US Internet Users, by Race/Ethnicity*, 2006-2011 (millions)
US Internet Users, by Race/Ethnicity*, 2006-2011 (% of total Internet users)
US Internet Users, by Race/Ethnicity*, 2006-2011 (% of population ages 3+ in each group)
US Internet Users, by Race, July 2007
Media and Technology Consumption
Ways the Internet Has Affected Their Lifestyle according to Asian-American Adult Internet Users vs. All Adult Internet Users, May 2006-June 2007 (% of respondents)
US Daily* Newspaper Readers, by Ethnicity, 1999-2006 (% of each group)
Time Spent per Week Reading Newspapers among US Adult Internet Users, by Race/Ethnicity and Language, March 2007 (hours)
Time Spent per Week Using the Internet* Among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
Time Spent Online per Week by Asian Americans, by Country of Origin, April-May 2006 (% of respondents in each group)
US TV Households, by Race/Ethnicity, 2007 & 2008 (thousands and % increase vs. prior year)
Time Spent per Week Watching Television Among US Adult Internet Users, by Race/Ethnicity and Language, March 2007 (hours)
Time Spent per Week Speaking on a Mobile Phone among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
Time Spent per Week Using a Mobile Phone for Activities* Other than Talking among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
Demographic Profile of Mobile Phone Users Who Use Mobile E-Mail, April 2007 (% of respondents in each group)
Time Spent per Week Listening to MP3s or an iPod among US Adult Internet Users, by Race/Ethnicity, March 2007 (hours)
Online Activities
Asian-American Adult Internet Users vs. All Adult Internet Users Who Agree with Select Sentiments about the Internet, May 2006-June 2007 (% of respondents)
Regular Online Activities of Asian-American Adult Internet Users vs. All US Adult Internet Users, May-June 2007 (% of total)
Demographic Profile of US Unique Visitors to YouTube, August 2006
Online Activities that US Internet Users Engage in Daily or Almost Daily, by Race/Ethnicity, March 2006 (% of respondents)
Online Activities of Asian-American Adult Internet Users, May 2006-June 2007 (% of respondents)
Frequency with which Asian-Americans Visit Ethnic Websites, by Country of Origin, April-May 2006 (% of respondents in each group)
Activities Done While Using the Internet according to Asian-American Adult Internet Users vs. All US Adult Internet Users, May-June 2007 (% of respondents)
Frequency with which Asian-American Adult Internet Users vs. All US Adult Internet Users Research Products Online, May-June 2007 (% of respondents)
Frequency with which Asian-American Adult Internet Users vs. All US Adult Internet Users Purchase Products Online, May-June 2007 (% of respondents)
Products and Services Purchased Online* by Asian-American Adult Internet Users vs. All Adult Internet Users, May 2006-June 2007 (% of respondents)
Shopping Behavior of Asian-American Adult Internet Users vs. All Adult Internet Users, May 2006-June 2007 (% of respondents)
Asian Americans Who Have Shopped Online, by Country of Origin, April-May 2006 (% of respondents in each group)
Asian-American Online Shoppers, by Frequency and Country of Origin, April-May 2006 (% of respondents in each group)
Asian-American Attitudes Toward Advertising
Media that Influence Product Purchases according to Asian-American Adult Internet Users, May-June 2007 (% of respondents)
Asian-American Adult Internet Users vs. All Adult Internet Users Who Agree with Select Sentiments about Advertising, May 2006-June 2007 (% of respondents)
Actions that Asian-American Adult Internet Users Take When a TV Commercial Begins, May-June 2007 (% of respondents)
Asian-American Adult Internet Users vs. All Adult Internet Users Who Find Online Advertising Useful*, by Format, May 2006-June 2007 (% of respondents)
Asian-American Adult Internet Users vs. All Adult Internet Users Who Click* on Online Advertising, by Format, May 2006-June 2007 (% of respondents)
Asian-American Adult Internet Users vs. All Adult Internet Users Who Say that Online Advertising Led to Purchases*, by Format, May 2006-June 2007 (% of respondents)
Asian-American Adult Internet Users vs. All US Adult Internet Users Who Say the Internet Influences Their Purchases, by Product/Service, May-June 2007 (% of respondents)
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Asian Americans are a prime target for online marketers. As a group, they are Internet savvy and have high levels of disposable income. In 2007, there were 11 million Asian Americans online, and eMarketer projects that number will grow to nearly 14 million by 2011.
America Online (AOL) Digital Marketing Services, Inc. (DMS)
Anderson Analytics
BIGresearch
Center for Hispanic Marketing Communication at Florida State University
eMarketer
ExactTarget
interTrend Communications Inc.
Journalism.org
Nielsen Media Research
Nielsen//NetRatings
Quantcast
Scarborough Research
Selig Center for Economic Growth
Simmons Market Research Bureau (SMRB)
The Conference Board
US Census Bureau
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Price: $695.00
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Price: $695.00
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