asian hispanic opportunity

Breaking down

74%ARE FOREIGN BORN,

AND ONLY

14%IDENTIFY AS AMERICAN

+58%

TWO THIRDS OF THE HISPANIC

POPULATION IN AMERICA IS MEXICAN,

49%ASIAN

AMERICANS

28%U.S.

POP

WITH A BACHELOR’S DEGREE (25+)

70% INDIAN

ASIAN INDIANS SENT

A STAGGERING

$11.9 BILLIONBACK TO INDIA IN

2012

the u.s. multicultural

Opportunity

GERMAN

36 MEXICAN

33IRISH

23 ENGLISH

14ITALIAN

U.S. POPULATION ANCESTRY (%)

19

THE ASIAN AMERICAN COMMUNITY

CONTINUES TO BE THE

FASTEST-GROWING MULTICULTURAL SEGMENT IN THE U.S., WITH A

CURRENT POPULATION OF NEARLY

19 MILLION. THIS REPRESENTS A GROWTH RATE OF ALMOST

FROM 2000 TO 2013,

MAINLY SPURRED BY IMMIGRATION

ASIAN IMMIGRANTS ACCOUNTED

FOR

58%OF ALL IMMIGRANT PHYSICIANS

AND SURGEONS

&

52%OF ALL IMMIGRANT REGISTERED

NURSES

+523%

ASIAN AMERICAN BUYING POWER

ASIAN AMERICAN BUYING POWER

SINCE 1990:

$718.4 BILLION IN

2012

IF ASIAN AMERICANS WERE A

COUNTRY,

THEY WOULD REPRESENT THE 18TH LARGEST

ECONOMY IN THE WORLD

WITH BUYING POWER EXPECTED

TO TOP $1 TRILLION BY 2017

THEY SPENT 19% MORE THAN

OVERALL HOUSEHOLDS

EDUCATIONBACHELOR’S OR HIGHER

MED. HH INCOME

GROWTH RATE2011/2012

HOME OWNERSHIP

BUSINESS OWNERSHIP

13% 49.8%

$40,000 $65,000

2.2% 2.9%

48.4% 59.3%

$507.8 BILLION

$226.5 BILLION

MEXICAN

puerto ricans

cubans

salvadorians

33.5 MM

4.9 MM

1.9 MM

dominicans

1.8 MM

1.5 MM

CHINESE

FILIPINO

INDIAN

VIETNAMESE

KOREAN

4 MM

3.4 MM

1.7 MM

3.3 MM

1.7 MM

LOWEST % OF FOREIGN BORN

NATIONALS, BUT STILL THE

LARGEST NUMBER IN POP.

58% FOREIGN BORN

- $38.6K HH INCOME

CHINESE TRAILS SPANISHAS THE MOST POPULAR FOREIGN

LANGUAGE IN THE U.S.,

8.8 MILLION PEOPLE

SPEAK AN ASIAN LANGUAGE.

TAGALOG, VIETNAMESE AND KOREAN

ARE ALL SPOKEN BY AT LEAST

1 MILLION PEOPLE IN THE U.S.

THE NEW MODEL

HISPANIC AS PART OF

A TOTAL MARKET STRATEGY

BASED ON

POPULATION MARKET POTENTIAL ANCESTRY

INTEGRATION INTO GENERAL MARKET

PROGRAM EXTENSIONS INTO SPECIFIC

ETHNIC SUB SEGMENTS

“cross cultural”

ASIAN AMERICANS

MAKE UP ~75%

OF NEW VISAS FOR

HIGHLY SKILLED

WORKERS

OPTIMIZE ASIAN OPPORTUNITY

INDIAN AMERICANS

HAVE A

SIGNIFICANTFOOTPRINT IN THE

HOSPITALITY

INDUSTRY, OWNINGOVER

2 MILLIONROOMS IN THE U.S.

EXCEEDING

$100 BILLION

2 IN 3

ASIAN AMERICANS

PAY MORE FOR QUALITY

ASIAN IS DIFFERENT THAN HISPANIC –

UNIQUE CULTURES,

UNIQUE OPPORTUNITIES...

ASIAN INDIAN POPULATION3.3 MM

$94,501 HOUSEHOLD INCOME

68% FOREIGN BORN

100,200 INDIAN STUDENTS

AT VARIOUS U.S. UNIVERSITIES

VISITS TO ASIAN DESTINATIONS:

926,000 TRAVELLED TO INDIA IN 2012

ACCORDING TO MERRILL LYNCH,

1 IN 10 INDIANS IS A MILLIONAIRE

IN THE U.S.

THE OPPORTUNITY

HISPANIC V. ASIAN

ASIAN FACTS

www.mikado-marketing.com | advertising@mikado-marketing.com

FOCUS GROUP - ASIAN INDIANS

www.mikado-marketing.com | advertising@mikado-marketing.com

- http://www.migrationpolicy.org/article/asian-immigrants-united-states

- 2012 US Census

- http://www.pewsocialtrends.org/asianamericans-graphics/

www.mikado-marketing.com | advertising@mikado-marketing.com

www.mikado-marketing.com | advertising@mikado-marketing.com

MIKADO Marketing

www.mikado-marketing.com | advertising@mikado-marketing.com

www.mikado-marketing.com | advertising@mikado-marketing.com

www.mikado-marketing.com | advertising@mikado-marketing.com

2/3 OF HISPANICS LIVE IN JUST 5 STATES

5 OTHER STATES HAVE SEEN THE FASTEST GROWTH SINCE 2000

CALIFORNIA

14.4 MILLION HISPANICS

28% OF ALL HISPANICS

TEXAS

9.8 MILLION HISPANICS

19% OF ALL HISPANICS

FLORIDA

4.4 MILLION HISPANICS

8% OF ALL HISPANICS

NEW YORK

3.5 MILLION HISPANICS

7% OF ALL HISPANICS

ILLINOIS

2.1 MILLION HISPANICS

4% OF ALL HISPANICS

ALABAMA

186,000 HISPANICS

158% GROWTH

SOUTH CAROLINA

241,000 HISPANICS

154% GROWTH

TENNESSE

296,000 HISPANICS

154% GROWTH

KENTUCKY

132,000 HISPANICS

132% GROWTH

SOUTH DAKOTA

23,000 HISPANICS

129% GROWTH

1

2

3

4

5

1

2

3

4

5

HISPANICS ARE THE NATION’S LARGEST

MINORITY GROUP, REPRESENTING

16.4% OF THE U.S. POPULATION.

THERE WERE 53 MILLIONHISPANICS LIVING IN THE U.S.

IN 2012

1970 1980 1990 2000

2010

2012

9.1

14.6

22.4

35.3

50.5

53.0

15%

28%

28%4%

25%

ONLY SPANISH

ONLY ENGLISH

MOSTLY SPANISH

SPANISH AND ENGLISH EQUALLY

MOSTLY ENGLISH

LANGUAGE USAGE

$1600

$1400

$1200

$1000

$800

$600

$400

$200

2010 2015

50%

$1

TRILL.

$1.5

TRILL.

MEDIAN HOUSEHOLD INCOME IS LOWER

AMONG HISPANICS

THAN THE U.S. OVERALL

MEDIAN HOUSEHOLD INCOME:

ALL HISPANICS

U.S. BORN HISPANICS

FOREIGN BORN HISPANICS

$39,000

$42,400

$35,900

36%

64%Born in US

Foreign Born

33,140,000

18,787,000

HISPANIC BUYING POWER

PROJECTED GROWTH

HISPANICS ARE AMONG THE YOUNGEST

MAJOR RACIAL GROUP

25 30 35 40

HISPANIC

AFRICAN

AMERICAN ASIAN WHITE

27 33 36 42

INFORMATION SOURCES

Asian American Consumer Report 2013

Marketing to Multicultural Consumers 2014 (Nielsen webinar)

Pew Hispanic

State of the Hispanic Consumer 2012

Hispanic Factpack 2013

Pew Asian American

�����8�6��5HVLGHQW�7UDYHO�WR�$VLD��1DWLRQDO�7UDYHO�DQG�7RXULVP�2IͤFH�U.S. Census 2010 (update 2013)

U.S Census 2007 (Survey of Business Owners)

World Bank

Hinduism Today

1DWLRQDO�7UDYHO�DQG�7RXULVP�2IͤFHMigration Policy

MIKADO Marketing Research

POPULATION

HISPANIC FACTS

49% ARE SECOND/THIRD

GENERATION IMMIGRANTS.

GROWTH RATES FROM 2000 TO 2012

11.3%

51.0% 50.6%

14.5%1.1%

TOTAL POP. ASIAN AMERICAN HISPANIC AFRICAN AMERICAN WHITE, NON

HISPANIC