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Sunday, 21 September 2014

Asian American Lifestyles and Entertainment Market US 2014 - Global market size, share, trend, forecast, Analysis and growth


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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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

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

Issues and Insights

How can entertainment offerings appeal to diverse, multigenerational Asian families?
The issues
The implications
How do Asians’ digital lifestyles impact their entertainment choices?
The issues
The implications
Asians can be big spenders, but only when they see good value
The issues
The implications

Trend Application

Trend: Slow It All Down
Trend: Edutainment
Trend: Moral Brands

Asians Entertainment Expenditures

Key points
Entertainment spending by Asians growing fast
Figure 9: Expenditures of Asian households, indexed to all households, 2010-12*
Asians spend more on admission to events
Figure 10: Distribution of total expenditures across entertainment segments, by race, 2010-12*
High-income Asians, under-45s biggest entertainment spenders
Figure 11: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
Acculturated Asians spend more on entertainment
Figure 12: Monthly household entertainment expenditures, by dominant culture and country, May 2014

Marketing Strategies

Theme: Asian language entertainment
Theme: Asian YouTube stars go mainstream
Verizon Wireless/Linsanity partnership draws YouTube stars
Figure 13: Verizon TV spot, “Linsanity the movie, sweepstakes,” 2013
Michelle Phan plugs Audible with book club

In-home Activities

Key points
Movie night and home-cooked meals popular among Asians
Figure 14: Frequency of participation in at-home leisure activities, May 2014
Asians cook, take photos for fun
Figure 15: Participation in in-home leisure activities/hobbies in the last 12 months, by Asians and non-Asians, November 2012-December 2013
Income influences how Asians consume video content
Figure 16: In-home activities done at least once a month, by household income, May 2014
PCs entertainment hubs for unacculturated Asians
Figure 17: In-home activities done at least once a month, by dominant culture, May 2014

Out-of-home Activities

Key points
Dining out tops out-of-home activities
Figure 18: Out-of-home activities, May 2014
Asians favor educational activities
Figure 19: Participation in out-of-home leisure activities/hobbies in the last 12 months, by race, November 2012-December 2013
Asian moviegoers attend more frequently
Figure 20: Number of movie theater visits in the last 90 days, by race, November 2012-December 2013
Figure 21: Movie genre preference, by race, November 2012-December 2013
Middle-income Asians have active leisure time
Figure 22: Out-of-home activities done at least once a month, by household income, May 2014
Unacculturated Asians enjoy a variety of out-of-home activities
Figure 23: Out-of-home activities done at least once a month, by dominant culture, May 2014

Information Sources for Out-of-home Entertainment

Key points
Most Asians learn about bars and restaurants by word-of-mouth
Figure 24: Information sources for out-of-home entertainment, May 2014
Higher-income Asians read restaurant and bar reviews in print
Figure 25: Information sources for out-of-home entertainment, by household income, May 2014
Acculturated Asians do less research on bars and restaurants
Figure 26: Information sources for out-of-home entertainment, by dominant culture, May 2014

Out-of-home Food Choices

Key points
Asians frequent both Asian and non-Asian restaurants
Figure 27: Out-of-home food choices, May 2014
Unacculturated Asians important customer base for Asian restaurants
Figure 28: Out-of-home food choices, by dominant culture, May 2014
Asians with kids more likely to choose Asian restaurants
Figure 29: Out-of-home food choices, by presence of children in household, May 2014

Attending Events

Key points
Sports, fairs, and festivals lead in Asian attendance
Figure 30: Events and activities attendance, May 2014
Asians favor niche sports
Figure 31: Interest in professional sports, by race, November 2012-December 2013
Fewer Asians attend live concerts
Figure 32: Live entertainment preferences and attendance in the last 12 months, by race, November 2012-December 2013
Acculturated Asians are bigger sports fans
Figure 33: Events and activities attendance – Attended in the last 12 months, by dominant culture, May 2014

Entertainment Ticket Buying Behaviors

Key points
Friends and family important to Asian entertainment purchasing
Figure 34: Entertainment ticket buying behaviors, by household income, May 2014
More acculturated Asians rely on traditional media to find entertainment
Figure 35: Entertainment ticket buying behaviors, by dominant culture, May 2014
Asians who spend big on entertainment get more information online
Figure 36: Entertainment ticket buying behaviors, by monthly household entertainment expenditures, May 2014

Factors Impacting Entertainment Choices

Key points
Time with family top driver of entertainment choices by Asians
Figure 37: Factors impacting entertainment choices, May 2014
Asian parents choose events with educational or cultural value
Figure 38: Factors impacting entertainment choices – At least somewhat important, by presence of children in household, May 2014
Unacculturated Asians have high expectations for entertainment
Figure 39: Factors impacting entertainment choices – At least somewhat important, by dominant culture, May 2014

Impact of Asian Origin

Key points
Indian Americans are frequent party hosts
Figure 40: In-home activities done at least once a month, by country, May 2014
Indian Americans important market for gyms, bars, and charities
Figure 41: Out-of-home activities done at least once a month, by country, May 2014
Japanese Americans mirror non-Asians in entertainment preferences
Figure 42: Events and activities attendance – Attended in the last 12 months, by country, May 2014
More Indian Americans learn about restaurants and bars online
Figure 43: Information sources for out-of-home entertainment, by country, May 2014
Most Indian Americans typically choose Indian restaurants
Figure 44: Out-of-home food choices, by country, May 2014
Indian Americans demand more than fun from entertainment
Figure 45: Factors impacting entertainment choices – At least somewhat important, by country, May 2014

Whom Asians Spend Time With

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