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~~f~~ Uualitatlue and Quantitatiue Cl)ltll[: ":}{ia`{'i0N Marketing Research 1535 Wlnding Way, Be(mom, Calilornia 94002 R Ir•SEARC1I A ot 114tiCF ; voice (415) 595 5028 - Fax (415) $95 S407 Other "Findings" about Asians in the US • Asians make up 90% of the total Asian and Padfic Island (PI) population. • Asians spend approximately $38B in retail annually, mostly in major cities. • Many newcomers have yet to form brand awareness and brand loyalties, and this presents good opportunities for many product and service categories. • Differences and segmentation can occur by: ~ Nationality or Country of Origin ~l Foreign-born versus American-born ~ Family orientation and retention of cultural values and traditions ~l Sodoeconomic backgrounds • Use of native language may be an important advantage to reach them. •"The longer they are here in the US, the more assimilated they become" is not necessarily a true statement for all of the Asian subgroups. • There are many different Asian languages, therefore in-language television advertising may or may not be the most cost effective method to reach them. Advertising in the newspaper/magazines and sponsoring key cultural and community events may be more effective methods. • Seventy-eight percent of Asian/PI households are family households versus 70% of non-Hispanic whites. About 80% of all Asian/PI families are married couples. • Sixty-three percent of all Asian/PI families have at least two or more earners. 19% of all Asian/PI families compared to 14% of White families have three or more eamers. • Education attainment varies among Asian/PI. However, for people 25 years or older: ~I 77.5% of Asian/PI completed 4 years of high school or more compared to 77.9% for Whites. ~1 37% of Asian/PI completed 4 or more years of college compared to 22% for Whites. Compiled by. Sandra MJ. Wong, Ph.D.

Asians and Pacific Islanders (PI) in the United States Total US Population: 248,709,873 Total AsianslPi: 2.9% are Asians/PJ 7,273,662 Fast growing, most diverse, most affluent ' evdn W. WenD. Ph.D. 4i.n Y.Acning Danmunfmbn M1r.ch aes,®~m.~.c...~ Who Are the Asians? Asian Pacific Islander Chinese Hawaiian Filipino Samoan Japanese Tongan Asian Indian Other Polynesian Korean Micronesian Vietnamese Guamanian Cambodian Melanesian Laotian Other Pacific Islander Hmong Thai Other Asian s.nm. rr. w.no. aw. Aa.n W,kniny CommvnFaia~ ib.aeh ee.m: us~~ Page 1

Major Asian Groups in the United States Chinese 22.6% Filipino 19.3% Japanese 11.7% Asian Indian 11.2% Korean 11.0% Vietnamese 8.5% Other Asian/Pl 15.7% States with over 100,000 AsiansiPl In desosnding order by AstanstPl population: 1. California 8. Virginia 2. New York 9. Florida 3. liawali 10. Massachusetts 4. Texas 11. Maryland 5. Illinois 12. Pennsylvania 6. New Jersey 13. Michigan 7. Washington \t" 9.nEn lsLL Nnng. PnD. A.Mn 1i.rtaing ~mmun~u6sn Pa..rteli Page 2

Top 10 Asian Metropolitan Areas 94^/% of all Aslans/Pl live in Metropolitan Areas: Los Angeles - Long Beach, CA 955,000 New York City, NY 556,000 Honolulu, HI 526,000 San Francisco, CA 330,000 Oakland, CA 270,000 San Jose, CA 251,000 Anaheim-Santa Ana, CA 249,000 Chicago, IL 230,000 Washington, DC-MD-VA 202,000 San Diego, CA 198,000 ~ 9.bn Wt. Wany. PBA. 1.1.n IYebNny Cannunlallen Rs..reh Median Annual Household Income 1988 1989 1990 Asian/Pt $33,820 $36,102 $36,784 Whlte $30,170 $30,406 $31,435 Hispanic Origin $21,340 $21,921 $24,156 Blaok $17,200 $18,083 $19,758 N O Cr9 V N CJt M ~ t~+ Page 3