12/7/12
More than a quarter of Asian Americans (28%) have annual household incomes of $100,000 or more, compared to 18% of the overall U.S. population, according to Nielsen. The average household income among Asian Americans is $78,600, compared to the national average of $67,320.
The population of Asians in the U.S. grew 51% between 2000 and 2012; 86% of this growth was due to immigration rather than native births (calculations by Research Alert). More than a third (36%) of new immigrants to the U.S. come from Asian countries, according to Department of Homeland Security and U.S. Census data cited.
The three largest U.S. Asian country of origin groups are Chinese, Asian Indians, and Filipinos. Almost nine in 10 Asian Indians living in the U.S. (87%) are foreign-born, as are 84% of Vietnamese Americans.
Asian Americans spend an average of 80 hours per month using the Internet. They visit 3,600 different web pages each month, 1,000 pages more than any other demographic. They’re 21% more likely than the average American to have made purchases online in the past 12 months.
They spend nearly 10 hours per month watching videos on the Internet, and more than five hours watching via mobile devices. They are 38% more likely than average to visit YouTube.
Seven in 10 Asian Americans (70%) have smartphones, compared to 55% of Americans overall, as of June 2012. Asians are more likely than Americans overall to favor Apple devices. Some 14% use tablets on a regular basis, compared to 10% of Whites.
Nearly a fifth of Asian Americans (18%) watch time-shifted television, compared to 9% of African Americans, 10% of Hispanics, and 17% of Whites.
At the grocery store, Asians are less likely than Whites to use shopping lists (45% vs. 63%) or coupons (36% vs. 43%). Asians spend more than the average American on dried grains and vegetables (174% more), baby food (103% more), refrigerated juices (52% more), and fresh produce (39% more).
They shop marginally more frequently than Whites do, making an average of 152 trips per year, versus 149 for Whites. Asians are more likely than Whites to shop at warehouse clubs, making an average of 15.5 trips versus 11.6 trips per year to these outlets.
Source: “State of the Asian American Consumer: Growing Market, Growing Impact,” Q3 2012, Nielsen, Alana Johnson, Communications Analyst, Online and Mobile, 770 Broadway, New York, NY 10003; 646-654-5000; alana.johnson@nielsen.com; www.nielsen.com. Price: Available online at no charge.
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