faces of asian diversity

Complex make up of the U.S. Asian market

According to Pew Research grew 72% between 2000-2015 and is outpacing the growth in the Hispanic segment of 60% during that same period.  While the growth is astounding,  the diversity of this segment in many areas is incredible.

  • No single country of origin group dominates.
  • 20 million Asian Americans trace their roots to more that 20 countries.
  • By 2055 Asians are projected to surpass Hispanics as percentage of all U.S. immigrants.

Here is a list of the 19 largest origin groups that make up 94% of the Asian population in the U.S:  Bangladeshis, Bhutanese, Burmese, Cambodians, Chinese, Filipinos, Hmong, Indians, Indonesians, Japanese, Koreans, Laotians, Malaysians, Mongolians, Nepalese, Pakistanis, Sri Lankans, Thai and Vietnamese.

The three main origin groups make up the majority of the overall Asian population: Chinese (24%), Indian (20%), Filipino (19%).

Where do they live?

Just like the Hispanic market there are some important centers of populations from certain backgrounds.  The top 10 states are: CA, NY, HI, TX, NJ, IL, WA, FL, VA, MA and each have a different set of characteristics.

  • California: 31% of the overall Asian population and represents 15% of the statewide population. Led by Filipino, Chinese and Indian populations.
  • New York: Asians make up over 8% of the state population with Chinese and Indian representing the majority.

For political marketers, especially in California, New York, Washington, and Texas the Asian and Hispanic populations can make or break your initiatives.  To find out more about your district there are breakdowns down to the congressional district here.

Asian population by State 2010 Census

How can brands reach out to this important yet diverse segment.

For marketers, the first determination is going to come down to overall goals and of course budget.  If your brand is active in California or New York, then it is very important to specifically reach out to these markets in addition to any total market strategies that are in place. Similar to reaching out to the Hispanic market if your company does not have the ability to handle non English speakers, then the choice of language is made for you.  For those who have the resources and ability to engage specific segments in their language, then there are major benefits in doing so.  To learn more about your specific needs here are some additional resources.

Resources:

Alcance Media Group: is a network that helps advertisers and their agencies reach important multicultural segments.

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