Asian American Lifestyles and Entertainment - US - September 2014 - Market Analysis,Trends

Blog post   •   Sep 22, 2014 01:02 EDT

Asians are an important and growing market for entertainment and leisure categories. These high-income, highly educated consumers represent a potentially lucrative market, especially for entertainment that provides multiple values, but marketers need to reach them where they live, which for most young Asians is online and on their mobile device.

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Executive Summary

Asian entertainment spending is growingFigure 1: Distribution of total entertainment expenditures across entertainment segments, by race, 2010-12*Higher-income households drive spending on entertainmentFigure 2: Monthly household entertainment expenditures, by gender, age, and household income, May 2014Multigenerational and online lifestyles drive Asians’ leisure decisionsMovies and home-cooked meals most common in-home leisure activitiesFigure 3: Top at-home leisure activities – participation at least once a month, May 2014Dining out and shopping top out-of-home leisure activitiesFigure 4: Top out-of-home activities – participation at least once a month, May 2014Friends and family drive dining and event choicesFigure 5: Top information sources for out-of-home entertainment, May 2014Asians eat at both Asian and non-Asian restaurantsFigure 6: Out-of-home food choices, May 2014Asians favor less popular sportsFigure 7: Top out-of-home events and activities attendance, May 2014Asians want to attend events where they can relax with familyFigure 8: Top factors impacting entertainment choices – at least somewhat important, May 2014What we think

Table of Content

Scope and Themes

What you need to knowDefinitionData sourcesExpenditure dataConsumer survey dataAbbreviations and termsAbbreviationsTerms

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