Special Ethnic Demographic Series: The U.S. Hispanic, African American and Asian American Markets

SUMMARY

September 2001

This completely new Packaged Facts report provides a timely analysis of theconsumer market created by the 35.3 million Hispanics living in the UnitedStates, who now make up the largest minority population segment in the country.The report begins by using the latest available data from Census 2000 and a widevariety of other sources to construct an in-depth demographic profile of theHispanic population. Variables analyzed include population distribution, incomelevels, family structure, employment patterns, educational achievement, andsocial values. Factors affecting the growth of the U.S. Hispanic market, such asimmigration patterns and birth rates, are assessed, and estimates of market sizeand growth are provided. The report then analyzes the consumer behavior ofHispanics, including their shopping behavior and buying patterns. The growingsignificance of e-commerce in the Hispanic market is evaluated in detail. Thereport provides an overview of Hispanic media, including television, radio,print and online media. The marketing and promotional approaches and selectedadvertising campaigns of major companies active in the U.S. Hispanic market arereviewed, and case studies of Hispanic marketing strategies are provided.Appendices include information about resources available to companies interestedin the Hispanic market and examples of advertisements targeting the market.

Between 1990 and 2000 the Hispanic population grew more than four times asfast as the population as a whole (57.9% vs. 13.2%). Hispanic consumers are nowdriving forces in most of the largest markets in the country, including LosAngeles, New York City, Chicago, Miami, and all major metropolitan areas in theSouthwest. Now accounting for one in eight Americans, Hispanics will make up anincreasingly large proportion of the American population as the 21st centuryprogresses. Growth rates of Hispanics in younger age groups are expected to beespecially significant. Despite its importance, the Hispanic market is stillunderserved by many consumer-products companies and continues to offersignificant opportunities for growth.

Discover how the growth patterns in the Hispanic population uncovered byCensus 2000 are affecting the marketing strategies of businesses in both largeand small markets throughout the United States. Learn about why marketers needto consider the diverse subgroups and subcultures within the Hispanicpopulation. Find out how Hispanic families are narrowing the digital divide.Understand what Hispanic consumers look for when they decide to buy. Keep upwith ongoing changes in Hispanic media.

The U.S. African American Market

January 2002

This new Packaged Facts report provides an up-to-date assessment of theAfrican American consumer market, which includes more than 36.4 millionAmericans who identified as African Americans in Census 2000. The report usesCensus 2000 data and a wide variety of other current research to analyze keydemographic variables, such as income levels, family structure, employmentpatterns, educational achievement, and social values. Factors affecting thegrowth of the African American market, such as increasing income and educationalattainment levels, are assessed. The report provides estimates of the currentand projected buying power of African Americans and offers an analysis of thesize of the market for key consumer products and services among AfricanAmericans. The report then analyzes the offline and online shopping behavior andbuying patterns of African American consumers and provides a review of AfricanAmerican media, including television, radio, print, and online media. Marketing,promotional, and advertising strategies of major companies operating in theAfrican American market are reviewed, and case studies of African Americanmarketing strategies are presented. Appendices include resources that can beused by companies interested in the African American market and examples ofadvertisements targeting the market.

Census 2000 found that during the previous decade the number of AfricanAmericans grew six times as fast as the non-Hispanic white population. Even moresignificant, Census data show that the mean income of African Americanhouseholds grew 25.8% between 1990 and 2000, more than four times as fast asthat of non-Hispanic white households. As a result, 3.7 million African Americanhouseholds have annual incomes of $50,000 or more. Moreover, there are 1.4million upper-income African American households with an annual income of$75,000 or more. Growing numbers of these increasingly affluent African Americanfamilies are living in the suburbs.

Tap into the growing buying power of affluent African American suburbanfamilies. Discover the potential in underserved market segments such as AfricanAmerican Baby Boomers. Get the latest research available about the onlinebehavior of African Americans. Find out how media usage among African Americansdiffers from other market segments.

The U.S. Asian American Market

March 2002

This new Packaged Facts report provides a thorough analysis of the AsianAmerican market; the most affluent of the population segments tracked by theU.S. Census Bureau. The report uses the latest data available from Census 2000as well as data from 2001 Census surveys to compile a comprehensive demographicassessment of Asian Americans, including income levels, family structure, andemployment patterns. Profiles are provided for the various national subgroupsthat comprise the Asian American population, including Asian Indians, Chinese,Vietnamese, Filipinos, Koreans, and Japanese. Key trends in the Asian Americanmarket are highlighted and estimates of the size and growth of the purchasingpower of Asian Americans are provided. The report details the offline and onlineconsumer behavior of Asian Americans and shows how cultural factors can affecttheir buying decisions. Asian American media are reviewed, marketing andadvertising strategies employed in the Asian American market are analyzed, andcase studies of companies targeting the Asian American market are presented.Appendices include information about resources available to companies interestedin the Asian American market and examples of advertisements designed for AsianAmerican consumers.

Between 1990 and 2000 the Asian American population increased nearly fourtimes as fast as the U.S. population as a whole. Asian American householdsoutpace all other population groups in relative spending power and have a morefavorable economic profile than non-Hispanic white households. The $83,804 inaverage income enjoyed by Asian American married-couple households is 8% higherthan that of non-Hispanic white households. Moreover, on average, AsianAmericans working full-time earn more than their non-Hispanic white counterparts($47,189 vs. $46,794).

Find out about the cultural factors that can drive the buying decisions ofAsian Americans. Learn how companies active in the Asian American market reachout to various Asian American subgroups. Discover how the Internet enablesmarketers to target niche groups among Asian Americans, the most connected ofall population groups in the United States.

TABLE OF CONTENTS

THE U.S. HISPANIC MARKET

1. Executive Summary Introduction
   Scope and Methodology
   DemographicOverview
   Survey of the Hispanic Market
   ConsumerBehavior of Hispanics
   Hispanic Media
   Overviewof Marketing, Promotional, and Advertising Strategies
   CaseStudies of Companies Marketing to Hispanics
2. Demographic Overview Of The Hispanic Population
   PopulationSize and Growth
   National Origin and Race
   GeographicDistribution
   Age
   Household and FamilyStructure
   Economic Status
   Employment andOccupational Status
   Educational Attainment
   HealthStatus
   Language
   Political and Social Values
   Overviewof Hispanic Population Groups

    
3. Survey Of The Hispanic Market
   Key Market Segments
   Sizeof the Market
   Consumer Expenditure Patterns
   Hispanicsand the Media

    
4. Hispanic Media Television
   Radio
   New Media

    
5. Overview Of Marketing, Promotional, And Advertising Strategies
   Marketingand Promotional Approaches
   Advertising Strategies
   AdvertisingExpenditures
   Examples of Advertising Campaigns
6. Case Studies Of Companies Marketing To Hispanics
   Automotive
   ConsumerProducts
   Financial Services
   Food and Beverages
   Restaurants
   Retail
   Telecommunications
   AppendixI: Examples Of U.S. Hispanic Market Advertising

1. Executive Summary Introduction
   Scope and Methodology
   DemographicOverview
   Survey of the African American Market
   ConsumerBehavior
   Media
   Overview of Marketing,Promotional, and Advertising Strategies
   Case Studies ofCompanies Marketing to African Americans
2. Demographic Overview of the African American population
   MarketDefinition
   Population Size and Growth
   NationalOrigin
   Geographic Distribution
   Age and Gender
   Householdand Family Structure
   Economic Status
   Employmentand Occupational Status
   Educational Attainment
   HealthStatus
   Political and Social Values
   DemographicProfile of African American Men
   Demographic Profile ofAfrican American Women

    
3. Survey of the African American Market
   Affluent AfricanAmerican Market Segment
   African American Women Market Segment
   Sizeof the Market
   Growth of the Market

    
4. Consumer Behavior
   Consumer Expenditure Patterns
   AfricanAmericans and the Internet
5. Media
   Television
   Radio
   NewMedia

    
6. Overview of Marketing, Promotional, and Advertising Strategies
   Marketingand Promotional Approaches
   Advertising Strategies andCampaigns

    
7. Case Studies of Companies Marketing to African Americans
   Automotive
   FinancialServices
   Food and Beverages
   Restaurants
   Retail
   Other
8. Appendix I: Examples of U.S. African American market advertising

9. Appendix II: Addresses of Selected U.S. African American Market Resources

1. Executive Summary Introduction
   Scope andMethodology
   Demographic Overview
   Survey of theAsian American Market
   Consumer Behavior
   Media
   Marketing,Promotional, and Advertising Strategies
   The South AsianSegment of the Asian American Market
   The Chinese Segment ofthe Asian American Market
   Other Segments of the AsianAmerican Market

    
2. Demographic overview of the Asian american population
   PopulationSize and Growth
   Overview of Asian Subgroups
   ImmigrationTrends
   Language
   Geographic Distribution
   Ageand Gender
   Marriage and Family
   Economic Status
   Homeownership
   Employmentand Occupational Status
   Educational Attainment
   HealthStatus
   Political and Social Values

    
3. Survey of the Asian American Market
   Market Trends
   Sizeand Growth of the Asian American Market
4. Consumer Behavior
   Shopping Behavior and Buying Style
   AsianAmerican Consumer Focus: Computers and Electronics
   AsianAmerican Consumer Focus: Financial Services
   Asian AmericanConsumer Focus: Food and Beverages
   Asian American ConsumerFocus: Personal Care
   Asian American Consumer Focus: Travel
   AsianAmerican Consumer Focus: Other Industries
   Asian Americans andthe Internet

    
5. Media
   Print
   Television
   Radio
   NewMedia
   Marketing Approaches
   AdvertisingStrategies and Campaigns
   Examples of Companies Marketing toAsian Americans

    
6. The South Asian Segment of the asian american market
   KeySouth Asian Markets
   Examples of Companies Marketing to theSouth Asian Segment of the Asian American Market

    
7. The Chinese Segment of the asian american market
   KeyChinese Markets
   Examples of Companies Marketing to theChinese Segment of the U.S. Asian American Market

    
8. Other Segments of the asian american market
   The VietnameseSegment of the Asian American Market
   The Korean Segment ofthe Asian American Market
   The Japanese Segment of the AsianAmerican Market
9. Appendix I: Examples of U.S. Asian American market advertising

10. Appendix II: Addresses of Selected Asian American Market Resources