Asian American consumers are one of the fastest growing segments in the U.S. Here are four cultural facts your brand needs to know in order to win their marketshare.
1. Almost two-thirds of Asian Americans are foreign-born, and roughly 80% speak a language other than English at home.
But this doesn’t mean you have to use targeted language-specific advertising to reach the segment. After all, more than 74% of each major Asian sub-group (Indian, Chinese, Vietnamese, Filipino, Korean, Japanese) is either bilingual or English dominant.
2. Roughly half of all Asian Americans cite China or India as their country of origin.
And these two groups were responsible for 71% of the Asian segment’s population growth between 2012 and 2017—1.8 million people!
3. Marriage is extremely important for Asian Americans.
They are the most likely to be married and the least likely to be divorced. Among origin groups, Indian Asians are the most likely to be married, while Asian women are the most likely of any group to be in an interracial marriage.
4. While Asian Americans take pride in their Asian ethnicity, they tend to identify more by their country of origin.
This is likely tied to the segment’s desire to maintain a strong connection with their cultural heritage, something many Asians—roughly 48%—fear future generations may lose.