Consumption Junction

Offer free samples! OVER 44% SOAP The most effective strategy for getting Asian Americans to try new products or brands in the store. of Asian Americans shop at organic/natural stores like Whole Foods or Wild Oats, compared to 23% for all respondents. Korean Americans consume the least amount of American foods, while Japanese and Filipinos consumed the highest amounts. Asian Americans spend 44% more on fresh fruits and 76% more on 22% fresh vegetables than Whites. ASIAN AMERICANS ARE MORE LIKELY TO TRY A NEW RESTAURANT OR BAR ON A WEEKLY BASIS THAN ALL RACIAL/ETHNIC GROUPS (20% VS. 7%). Asian respondents who go "grocery shopping with family members for entertainment" more than once a week (compared to 11% for all respondents.) Grocery Brands Asian Americans Use and Love Nestle 46% Haagen Dazs Dreyer's Breyer's Yoplait 44% 42% 39% 39% recnded ources: InterTrend Communications, Inc., the Emerging Majorities, February 2007 5 study; U.S. Census Con Expenditu Survey, 2006; Mintel/Greenfield Onlin ctober 2007; Marketing to yoled 65% Asian Americans said they "make a conscious effort to recycle." (Compared to 57% for the general population).. Source: Mintel/Greenfield Online, October 2007 Of the 100-plus hours of international JAPANESE AUTO BRANDS films most Time Warner systems carry per month, almost 75% come from Indian, Korean, Chinese and Japanese sources. are a top choice among Asian Americans, with Toyota and Honda having the highest ownership. Asian American youth are secret fans of "easy listening." Lite FM is a hidden passion. 40% Purchases made by Asian Americans, accord- ing to a 1997 survey of sales managers at BMW, Mercedes-Benz, Volvo and Acura in California. Automakers spend about $250 million a year to advertise in Hispanic media, yet spend just $20 million a year advertising in Asian American media. MAGAZINES WITH HIGHEST ASIAN AMERICAN READERSHIP (By percentage of readership) Sources: 2006 Inter Trend study; "Ethnic Marketing Moving to Fast Track as Population, Buying Power of Minorities Grows", Automotive News, September 2005; Minte/Greenfield Online, October 2007 Fortune 6.2 Allure 4.4 BusinessWeek 6.2 PC World 4.2 Fast Company 5.6 Details 4.1 Asian Americans Tennis 5.6 GQ 4.1 Aged 25-34= HEAVIEST INTERNET USERS. Computer Shopper 5.5 Popular Photo & Imaging PC Magazine 5.4 Asian Indians and Chinese spend the most hours on the Internet. 5.3 5.3 Forbes Asians are much more likely to have purchased a laptop/ notebook computer, MP3 player, PDA or camcorder within the past month. 5.0 Best Life 4.8 My Business Spin Entrepreneur 4.8 4.6 4.4 Sources: InterTrend 2005 STUDY; Bendixen & Associates for New California Media, 2005 study: New American Dimensions and InterTrend Communications, 2006 study; New American Dimensions and InterTrend Communications, 2006 study: "In the Year of the Pig, Cable Is Getting Fat on Asian VOD," cable360.net, January 22, 2007; New American Dimensions and InterTrend Communications, 2006 study; Snap Dragon Consulting cited in PRNewswire, 2/14/07; Mediamark Research, Inc., Spring 2004 Source: InterTrend 2006 study; Mintel/Greenfield Online, October 2007 HYPHEN WINTER.08 021 FOOD GREEN CARS TECH/NET