asian hispanic opportunity
DESCRIPTION
Asian Americans are the highest-income, best-educated and fastest-growing racial group in the U.S, with Asians now making up the largest share of recent immigrants! Interesting facts about a changing America!TRANSCRIPT
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 | [email protected]
FOCUS GROUP - ASIAN INDIANS
www.mikado-marketing.com | [email protected]
- http://www.migrationpolicy.org/article/asian-immigrants-united-states
- 2012 US Census
- http://www.pewsocialtrends.org/asianamericans-graphics/
www.mikado-marketing.com | [email protected]
www.mikado-marketing.com | [email protected]
MIKADO Marketing
www.mikado-marketing.com | [email protected]
www.mikado-marketing.com | [email protected]
www.mikado-marketing.com | [email protected]
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