While we marketers have been focusing on the Hispanic market with great success, it’s time to turn our attention to the mostly forgotten Asian American market.
Even though Asian Americans only represent 5% of the U.S. population, they have tremendous spending power – with $459 billion spent on products and services in 2007.
It’s true that Asian Americans are more likely to buy luxury electronic items and keep up with advances in electronic communication, but let’s not forget that they’re also affected by direct mail. Recent results from a USPS survey indicate that direct mail influences 22% of product purchases for Asian-American respondents. That’s a number we need to keep in mind as we counsel our clients.
Another great statistic – as a group, Asian-Americans are one of the younger slices of the U.S. market. Census figures show the median age among Asian-Americans is 34.8 years while the rest of the U.S. population has a median age of 36.2 years.
With its multiple sub-groups and diverse languages, reaching out to the Asian American market can be a challenge to most marketers. At Dataman Group, we are happy to offer our clients a very robust Asian ethnicity file, which allows marketers to segment the Asian market by country of origin, selecting Chinese, Japanese, Vietnamese, or Korean households from within the Asian Surname database.
For more information on our Asian Lists, Hispanic Lists, Jewish Lists and African American Lists…..visit the Ethnic & Religious Mailing Lists section of the Dataman Group website, e-mail us for more information, or call the Dataman Group office at (800) 771-3282 and Ask DataDale.
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