05.08.07
STUDY: Asian Americans Buy A Lot of Stuff
Note to marketers courting Asian American dollars:
This (Daniel Dae Kim in a recent Gap ad), good.
This (Hot Pockets Oriental mascot “Master ReDai”), baaaaaad…
Long Beach, California-based marketing agency interTrend has released some key findings about Asian American consumer behavior from their third annual Consumer Research Study. The study surveyed 1,380 Asian Americans nationwide and came up with the following factoids:
–Nearly 90% of Asian Americans are online
–80% of Asian Americans consume ethnic media
–1/3 shop at department stores 1 to 3 times a week
–Toyota and Honda are the preferred auto brands
–Asian Americans have the highest product ownership rate for auto insurance
Overall, interTrend believes that their findings “demonstrate that Asian Americans are highly receptive to culturally relevant messaging and targeted marketing.” In other words, marketing campaigns like the current crop of Hot Pockets ads (which feature a stereotypical Chinese kung fu master who sounds like a talking fortune cookie) are probably not the best way to get 14 million Asian Americans interested in eating your line of nasty microwaveable sandwiches, Nestle.
According the interTrend, this year Asian Americans have an estimated buying power of $454 billion. Obviously, there’s a lot of cool cash to be made by companies who are savvy enough to take advantage of this growing market.
On the flip side, there’s also tons of cabbage to be lost if a company, say, sponsors radio shows that like to regularly hurl racist insults at our community.
jeffrey said,
May 9, 2007 at 8:07 am
white people buy a lot too. just not from mercedes benz, at&t,nissan,amheuser busch
johnny chang said,
May 9, 2007 at 9:40 am
we also buy tons of bootleg stuff lol
Rob said,
May 10, 2007 at 1:41 am
I should write down what happened to my uncle at the Mercedes Benz dealership.
My family has a history with Mercedes and every single one of my family members has one though my relatives tend to prefer Lexus.
My uncle was ready to make the leap into German engineering and about to buy 2 of them. An SUV for my aunt and a smaller E-class for himself because they decided to trade in their aging BMWs. I made a huge scene (well, big enough so several managers heard) and coaxed them into not buying Mercedes because they supported a couple of racist radio talk-show hosts.
Upon hearing that, I stated that buying Lexus would help an Asian company because it’s obvious white companies don’t care about their Asian customers. A black family also took notice but I’m not sure if they stayed.
They now own a new Lexus ES and RX.
I only felt bad for the salesman they were talking to because he was also Asian. Ironically, they hired more Asian salesmen to cater to the larger Asian community that, again, buys alot of Mercedes cars.
lexus said,
May 10, 2007 at 1:22 pm
i bet if benx didn’t pull ads you would say how their cars suck and write some BS story about your uncle. lets be honest chinks only buy hondas and nissans and bmw.
Rob said,
May 10, 2007 at 3:33 pm
Actually, no.
This happened *before* they pulled their ads, assclown. Let’s be honest, judging from your post, this radio show’s audience is comprised of racist jacka**es such as yourself. Thanks for helping to confirm what we already knew. I think it will just confirm the issue with CBS. Keep feeding us these comments.
We’re pulling down White Privilege one step at a time. Get used to it.