The Asian-American Marketplace 1

Table of Contents Demographic ProfileSlides 4-11Slides 4-11 Geographic PatternsSlides 12-17Slides Purchasing Power Slides 18-22Slides Spending Patterns & Consumer BehaviorsSlides 23-28Slides Media Usage Slides 29-40Slides

According to the Census Bureau, the U.S. Asian population reached million in July 2009, growing 2.6% versus the prior year. Asian-Americans account for 4.6% of the U.S. population. 3 Source: U.S Census Bureau, 7/09, released 6/10

A Demographic Profile 4

Key Census Bureau Facts The median age of Asians in the U.S. is 35.3, 1.5 years younger than the median age for the total U.S. Top cities for Asian-Americans are Los Angeles, New York and San Francisco. Median household income is $66,935 for single-race Asians, the highest among all race groups. 49.4% of single-race Asians 25 and older have a bachelors degree or higher level of education. This compares to 27.5% for all people 25 and older. 19.6% of single-race Asians 25 and older have a graduate or professional degree. This compares with 10.1% for all people 25 and older. 5 Source: U.S. Census Bureau 7/09, American Community Survey

Educational Attainment Percent of 25 and Over in Asian-American Population 6 Source: U.S Census Bureau, Current Population Survey 7/08, American Community Survey 2007 (latest data available)

Household Income Percent Distribution of Asian-American Household Income 7 Source: U.S Census Bureau, Current Population Survey 7/08, Income in 2007

Types of Housing 55% of Asian consumers own their own homes. There are 42% of Asian homeowners with mortgages. 13% of Asian homeowners are without mortgages. 45% of Asian consumers are renters. 8 Source: Consumer Expenditure Survey 2008 (latest data available)

The Asian population comprises many groups who differ in languages spoken, culture and length of residence in the United States. This is reflected in the demographic characteristics of these groups. 9 Source: U.S. Census Bureau

Chinese-Americans Are Largest Asian Group Population in Millions 10 Source: U.S. Census Bureau, Facts for Features, May 2007 (latest data available) Population estimates represent number of people who are either of a particular detailed group only or are of that group in combination with one or more other Asian detailed groups or races.

Next to Spanish, Chinese is the most widely spoken non-English language in the country, with 2.5 million speakers. 11 Source: American Community Survey 2007 (latest data available)

Geographic Patterns 12

California Has Largest Population of Asian-Americans California had the largest Asian population in 2009 (4.7 million), as well as the largest numerical increase during the 2008 to 2009 period (108,102). New York (1.4 million) and Texas (883,806) followed in population. In Hawaii, Asians made up the highest proportion of the total population (38.8%), with California (12.7%), New Jersey (7.9%), and New York (7.1%) next. 13 Source: US Census Bureau, 7/09

Ten States with the Largest Asian-American Populations 14 Source: U.S. Census Bureau, Population Estimates, 7/09 1.California4,689,992 2.New York1,387,848 3.Texas883,806 4.New Jersey 683,454 5.Illinois 567,673 6.Hawaii 502,372 7.Washington463,995 8.Florida445,494 9.Virginia397, Massachusetts334,709

Hawaii Has the Largest Percentage of Asian-Americans in Its Total Population 15 Source: U.S. Census Bureau, Population Estimates, 7/09 1.Hawaii 38.8% 2.California12.7% 3.New Jersey7.9% 4.New York7.1% 5.Washington7.0% 6.Nevada6.2% 7.Alaska4.5% 8.Maryland5.1% 9.Virginia4.9% 10.Massachusetts5.0% States with the largest percentage of Asian-Americans in their total population in 2009:

Percentage of Asian Population by State Source: U.S. Census Bureau, Population Estimates, 5/17/ Data Classes Percent

Ethnic Population Growth Projection for California Is Exceptional California Population Estimates for Source: ncmonline.com, Why Ethnic Media? 2020 Total % change vs % of CA Population Asian8, %18% Hispanic18, %41% Black3, %7% White14,977+ 1%33% Total45, %100%

Purchasing Power 18

Asian buying power measured $509 billion in It has increased 337% from , which is more than double the total populations increase. Asian buying power is forecast to reach $697 billion by Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

Top 10 States Account for 75% of Asian-American Buying Power 1.California$163 billion 2.New York $51 billion 3.Texas $34 billion 4.New Jersey $32 billion 5.Illinois $23 billion 6.Hawaii $22 billion 7.Washington$17 billion 8.Florida $15 billion 9.Virginia $15 billion 10.Massachusetts$13 billion 20 Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

States with the Largest Growth in Asian-American Buying Power 1.Wyoming187 2.Nevada North Dakota Arizona140 5.Arkansas130 6.Florida128 7.South Dakota126 8.District of Columbia124 9.Delaware New Hampshire Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009 State % Increase

Factors Leading to the Gains in Asian-American Buying Power Asian-Americans are generally better educated than the average American, and therefore hold many top-level jobs in management, professional or scientific specialties. U.S. Asians are younger and entering the workforce for the first time or advancing in their careers. Nearly all Asians are urbanites – 95% of Asians lived in metro areas in The Asian-American population is growing more rapidly than the total population, mostly because of immigration. 22 Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

Spending Patterns And Consumer Behaviors 23

Asian-American consumers have traditionally spent more than the average U.S. household on housing, food, education, vehicle purchases, public transportation, furniture, footwear and clothing, and pensions and insurance. Heres a closer look at some of these categories. 24 Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available)

Top Asian-American Average Annual Consumer Expenditures 25 Source: U.S Bureau of Labor Statistics, Consumer Expenditure Survey 2008 (latest data available) Housing$20,138$17,109 Transportation9,0498,604 Personal Insurance & Pensions6,7605,605 Food at Home3,9433,744 Food Away from Home3,1472,698 Utilities, Fuels & Public Services3,2753,649 Apparel & Services 1,9971,801 Health Care 2,2332,976 Entertainment3,4472,835 Education1,6761,046 Average Spending Product/ServiceAsian-AmericanAll Consumer Units

Study of Asian-American Brand Preferences And Consumer Behaviors Retail – Asian-Americans shop frequently at department stores, with nearly a third frequenting department stores at least 1-3 times per week. Automotive - Japanese auto brands are a top choice among the respondents, with Toyota and Honda having the highest ownership. Among the sub-segments, Indians and Koreans have the highest purchase intention among all the groups. Insurance – Asian-Americans have the highest product ownership rate for auto insurance, followed by health insurance and life insurance. Price and reputation are the top criteria for selecting an insurance company. Wireless/Telecom - The quality of local and national coverage was the top criterion in Asian-Americans purchase decision. Other top features included text messaging and SMS capability. 26 Source: Asian Reporter, 5/22/07 (latest data available) InterTrend Communications Knowledge Center surveyed 1,380 people, including Chinese, Vietnamese, Korean, Filipino, and Indian segments, both in heritage languages and in English:

Asian Immigrants Buy Foods that Remind Them of Home Food is naturally tied to culture, and immigrant communities continue to seek out foods they enjoyed in their home countries. Asian-Americans buy brands and foods they know, and don't buy much American food, according to a study by InterTrend. Across all nationalities, 63% of Asian-Americans say they eat a diet of less than 40% American food. 67% rate healthy ingredients/nutrition as a critical or significant factor influencing their purchases. Asian-Americans reported that they established the habit of frequently buying fresh vegetables while in their home country, and believe that frozen or packaged foods arent as healthy and dont taste as good. 27 Source: Marketing to the Emerging Majorities, 2/1/2007 (latest data available)

87% of Asian-Americans are dissatisfied with how US TV portrays Asians, in respect to both quantity and quality, according to an AZN-commissioned study by The Ronin Group. 28 Source: CableFax Daily, 2/20/07 (latest data available)

Media Usage 29

Top 25 Asian-American TV Markets 30 Source: Nielsen Media Research, NSI, January 2011 *Ranked by Asian TV Households Rank* DMA Market Asian-American TV HH % Total Asian-American TV HH Cume % Asian-American TV HH 1Los Angeles699, New York614, San Francisco530, Honolulu 212, Chicago182, Washington, DC 173, Seattle-Tacoma152, Sacramento130, Philadelphia 120, Houston 118, Dallas-Ft. Worth114, Boston112,

Top 25 Asian-American TV Markets 31 Source: Nielsen Media Research, NSI, January 2011 *Ranked by Asian TV Households Rank* DMA Market Asian-American TV HH % Total Asian-American TV HH Cume % Asian-American TV HH 13San Diego105, Atlanta81, Detroit64, Las Vegas 54, Phoenix (Prescott) 51, Minneapolis-St. Paul 50, Portland, OR 48, Denver42, Baltimore 39, Orlando39, Tampa-St. Petersburg 36, Miami-Ft. Lauderdale 35, Fresno-Visalia31,

Asian-Americans Watch a Larger Proportion of Live Television In the 2009 State of Cable and Broadband report from Horowitz Associates, Asian-Americans watch a larger proportion of live television (83%) than do Whites (77%). Asian-Americans are less likely (29%) to have a DVR or TiVo than Whites (39%), African-Americans (31%), or Hispanics (30%). Although Asian-Americans are the least likely to havae a DVR, they watch nearly the same proportion of programming on the DVR as Americans overall (11% vs. 12% respectively). 32 Source: State of Cable and Broadband 2009 Horowitz Associates report cited in Research Alert No. 27

Cable Plus ADS Has Increased Since 2007 in Asian-American TV Households Cable Plus ADS % penetration in TV HH 33 Source: Nielsen Media Research, Television Audience 2009

Changes for Asian-American Television Outlets New Tang Dynasty Television, started in 2001, had become a 24-hour a day satellite network that broadcast Western-style news and entertainment in Mandarin and Cantonese to Chinese communities in the U.S. NTDTV lost its satellite feed 7 weeks before the Olympic games and the feed hasnt been restored. Comcast decided not to continue AZN Television in Jan. 2008, citing lack of support from advertisers and cable operators. The Filipino Channel, established in 1994, combines content produced in the U.S. and the Philippines, and is distributed by cable and satellite operators. TVK cable network aggregated programming from 19 Korea- based networks and airs 24 hours a day. 34 Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-American Print Outlets Face Challenges AsianWeek, the English-language newsweekly, published its last edition in early 2009, citing the economy as the reason for the closing. Epoch Times began in NYC as a Chinese-language paper and now has editions in 9 other languages, but its circulation isnt audited. The Sing Tao Daily and the World Journal, both published in Chinese, are not based in the U.S. but have NYC, San Francisco and other city editions. Advertising revenues have slipped at both The Korea Daily and the Korea Times. Filipinas Magazine, a monthly news magazine, experienced a drop- off in the real-estate section that hurt revenues. The National Association of Asian Publishers was formed in March 2008 to reach out to over 400 Asian print, electronic, and online publishers in the U.S. and to focus on market research. 35 Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-American Website Growth Many of the larger Asian-American newspapers added content in English to their websites, reflecting the potential that marketers see in second-generation Asians. Nguoi Viet offers readers the choice between an edition in Vietnamese or one in English. The World Journal has a section for English news, offering different content from the Chinese-language homepage. China Digital Times is run by the journalism school at the Univ. of Calif. and has articles from the mainstream press and blogs from contributors. USAsianWire.com, established in 2006, established a strategic partnership with other ethnic news services and formed the Multicultural Newswire Alliance. 36 Source: The State of the News Media 2009, Pew Project for Excellence in Journalism

Asian-Americans are well acculturated, yet the majority stay connected with their cultural heritage through media and language, according to InterTrend Communications. 37 Source: Marketing to Emerging Majorities

Asian-Americans Prefer In-Language Ads In a survey by InterTrend Communications Knowledge Center, 80% of respondents consume ethnic media, with print having the highest penetration, followed by TV and radio. The study also revealed that Asians prefer to be reached and targeted through in-language advertising. Only 17% of respondents prefer English-only advertising, with the majority preferring either in- language or bi-lingual advertisements. However, nearly half of Asian-Americans say the language doesnt matter. 38 Source: Asian Reporter, 5/22/07 (latest data available)

Asian-Americans Preferred Language In Advertising by Heritage 39 Source: Marketing to the Emerging Majorities, 7/1/2007 (latest data available) In-LanguageEnglishDoesnt Matter Asian Indian22.1%37.4%40% Chinese39.8%2.5%57.7% Filipino20.3%21.6%58.1% Korean46.3%4.6%49.1% Vietnamese46.0%25.5%28.5% All Asians34.8%17.4%47.9%

Asian-American Internet Usage eMarketer estimates that the Asian Internet penetration level in 2010 is 73.4%. Projections for 2014 are about 81%. Asian-Americans are a key demographic for online marketers because they are Internet savvy and have high levels of disposable income. 40 Source: eMarketer 9/29/10

Thank You! 41