Buying Power Advertisers Can't Ignore

ASIAN-AMERICAN BUYING POWER 2018 2014 Asian-American buying power increased 7% from $718 billion to $770 billion in 2014 and continues to rise. It is expected to reach $1 trillion by year 2018 and currently exceeds the economies of all but 18 countries worldwide. Nearly 28% of Asian Americans live in a multigenerational household con- tributing to a diverse shopping list that reflects the age, health and dietary habits of the entire family Millennial Asian-American women are 31% more likely than non-Asian-American millennials to use a manufacturer's coupon when they make a purchase As discriminating heads of households, the search for quality and value drives their purchasing decisions, including how frequently they buy and how much they are willing to spend Asian Americans are selective shoppers and will spend more on foods that support a long-standing tradition of holistic well-being Asian-Americans are 31% more likely than average to buy organic foods are 23% more likely to evaluate the nutrition of products Asian-American households spend more on wine and kitchen appliances/gad- gets used for cooking, which supports a high tendency to entertain family and friends at home According to Scarborough Research, Asian Americans are are 140% more likely to buy a bottle of wine worth $20 or more Asian-American households spend 70% more than their average share on skin-care preparation products and 25% more on fragrances. Asian Americans are also highly loyal to brands and will spend more to guarantee they are of high-quality reputation and value. Eighty-eight percent of Asian Americans own credit cards, compared to 66% of the general population 0123 4567 8912 3456 Name Last name Asian Americans are leaders when it comes to technology, mobile and social media usage. They also watch and download more movies than any other ethnic segment. Overall, 42% of Asian Americans are more likely to agree that the Internet is a source of entertainment. MEA SU_R_E D MEDIUM