GlobalHue Presents: The New Asian-American Market at adtech:sf

The NewAsian-American Market

Christine HuangHead of Cultural TrendsGlobalHue

Overview of the Segment: By the Numbers

• Overall, Asian segments are on the rise– Asian American population = 15+ million (Census est. 2009)– Strong immigration (highest among Asian Indians, Chinese, and

Filipinos)– Growing # of descendants– Relatively young, median age is 34

• Buying power remains strong; median household income (08) at $67K (versus US total population: $52K)– Chinese=$68K // Asian Indian=$90K // Filipinos=$80K //

Korean=$54K // Vietnamese=$55K– Annual buying power = ~$427+ billion (estimated to reach $670

billion by 2012)

Overview of the Segment: Regionally

• Geographically, CA & NY are the best states to target mass Asians– Concentrated pop. #s– Strong buying power– Strong media presence

• The CA Asian American Youth and Young Adult market is particularly important to watch– ~50% of students at 6 University of

CA schools are Asian/Asian-American– Above average income levels

early adopters of technology; digitally savvy; a connected culture both online and off

Overview: Acculturation Spectrum w/in an Asian Family

2nd Gen.U.S. Born

1.5 GenerationForeign born,

but immigrated at an early age

Skews Youth/Young Adults

1st GenerationForeign Born

Skews Older/Parents

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Early AdoptersTranslation BridgeBrand PushersMore Confidence

TraditionalEntrepreneurialComfortable with global brandsCo-signer

Overview of the Segment: Culture

• Cultural insights− Family: The majority of Asian Americans are either primed for

parenthood, or their households include more than 3 (family values still important to most Asian-Americans)

− Education: 43% of Asian Americans hold a college degree (compared to 27.7% of total US population)

– Heritage: 1.5 and 2nd Generation Asian Americans still embrace traditions to stay connected to their roots (celebrate Lunar New Year; revisit/return to their ancestral ‘homeland’ – rise in “hai gui”

The Picture is Always Getting More Complex…

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Considerations: Asian Americans and Digital

• Asian-Americans, like other multicultural segments, are highly tech adoptive and responsive. • The population of early adopting Asian Americans is growing –

while the older generations of the segment are becoming more accustomed to new technologies.

• 76% of Asian Americans vs. 67.8% of non-Asians are regular users of the Internet

• Asian Americans over index in PC and smartphone ownership. As of Feb 2010, 95% of Asian Americans own PCs (as compared to 83% of the overall population.)

• Asian Americans (as well as Hispanics) are more likely to be influenced by a blogger recommendation to purchase a product or service than their non-Hispanic white counterparts

Considerations: Asian Americans and Digital

• They’re socializing and doing business online seamlessly and often in confluence.− 63% of Asian Americans visit a social networking site at least 2-3

times a month, up from 42% in 2008

− Asian Americans are more likely to engage in multiple Internet activities on a daily basis (i.e. e-mail, IM, VoIP, VPNs)

− Asian Americans are twice as likely to use LinkedIn and Twitter: 14.5% of Asian Americans visit LinkedIn and 10.8% visit Twitter regularly compared to 7.1% and 5.6% of non-Hispanic whites.

− Asian Americans are more likely to bank online compare to non-Asian households, with 75.3% banking online compared to 67.4% of non-Asians.

Considerations: Asian Americans and Digital

• They’re consuming online media and involved in online communities that are both mainstream and in-culture/in-language.− Contrary to the belief that in-language publications are growing less

resonant w/ Asian audiences, online in-language & in-culture media targeted at nearly all Asian sub-segments is growing− English is the unifying language for Asian Indians, while native

languages are still dominant among Chinese, Korean, and Vietnamese Americans. (~50% of the Chinese population in CA and NY speaks English less than very well; only ~23.7% for Asian Indians.)

− Implications: The Asian-American audience is most effectively reached by understanding and targeting its sub-segments separately. In-language media and communities, both traditional and online, should be considered for all markets, but especially Chinese, Korean and Vietnamese.

Inspiration: Chrysler Sebring

For Chrysler, GlobalHue created an integrated campaign to introduce the new, tech-enhanced Sebring to Asian-American audiences.

GH’s campaign consisted of a strategy encompassing multiple consumer touch points with both display and integrated media. The campaign included tactical homepage display on major in-language and mainstream news and finance sites as well as TV, Print, and events.

Microsites devoted to specific targets were created (Chrysler.com/Indian; Chryler.com/Chinese) with respective in-language information

Results: Chrysler Sebring Campaign results showed higher growth in the Asian market than those of non-Asian market. • Non-Asian Sebring Unit Sales Increase: 163%+ (Feb 2006 vs. Feb 2007)• Asian Sebring Unit Sales Increase: 280%+ (Feb 2006 vs. Feb 2007)• Multicultural share trended better than non-multicultural share for 06-07.

Inspiration: AXE Ride

•To bolster sleekness and edge around Univelever’s AXE brand, Edelman created the AXE Ride campaign, targeting 18- to 34-year-old automobile enthusiasts (aka "tuners" or "gearheads") of Latino, Asian, and African-American descent. • Unilever created the "The Ultimate Seduction Vehicle," a fully-loaded Infiniti QX56 that was designed as the ultimate bachelor’s ride. •Edelman created the AXERide.com contest and website, showcasing the features of the "Ultimate Seduction Vehicle"•The contest page instructed the visitor to upload a photo of his car and explain in a short blurb how tricking out his car would help him get the girl.•Results: AXERide.com got more than 30,000 visits due solely to WOM, and the contest received four times the number of entries received by the previous AXE-branded competition.

Inspiration: Kia Soul Collective

•Kia Motors and agency David&Goliath’s Kia Soul Collective : a nationwide program geared toward creating awareness around the all-new 2010 Kia Soul. Kia gathered artists and influencers including Asian-American designer trailblazer Jeff Staple to be the face of the online and offline campaign. •The campaign was not structured as ‘multicultural’ – but appealed to Asian American youth/trendsetters for its inclusion of of-the-moment bands, Asian American designers and Staple’s one-of-a-kind designed Camo Kia. • Original media created by the icons was made shareable online; a tour of free secret shows by top bands (MGMT; Janelle Monae) toured the US with fans instructed via Twitter and Facebook on how to obtain information about the events

Thoughtstarters

• How can you use online channels to activate your Asian American audience? Since mainstream, traditional media like TV or radio are heavily lacking in Asian Americans entertainers and programming, online outlets like YouTube are often Asian Americans’ first place to find, create and share entertainment – and becoming a platform for trendsetting and influencing.

Thoughtstarters

• Are you reaching Asian-Americans where they work and play online?Asian-Americans heavy use of financial services and social networking sites and communication tools make these venues particularly effective for reaching the young professional as well as the “Traditionally Affluent” set.

Thoughtstarters

And finally: what is the Asian-American experience today? What is the Asian American cultural narrative?

“…But where are you really from?”

“….But where are you really from?”

ASIAN AMERICAN EXPERIENCE: THEN•“Good”•Model Minority•2-dimensional•FOB (Fresh-off-the-Boat)•Neutral/neutered

ASIAN AMERICAN EXPERIENCE: NOW

• Empowered; Powerful; in-control•Re-appropriating stereotypes•Not docile

• Expressive• In the mass media spotlight

ASIAN AMERICAN EXPERIENCE: NOW

• “Mainstream” - but with a twist• Acculturated – but with ties to heritage

ASIAN AMERICAN EXPERIENCE: NOW

Scott Oki, Microsoft's former senior vice-president of sales and marketing

ASIAN AMERICAN EXPERIENCE: NOW

Taiwan-born Jerry Yang, former CEO of Yahoo!

Hawaii-born Guy Kawasaki, VC Entrepreneur, Stanford Business Professor

Sanjay Gupta, CNN Health expert and neurosurgeon

Andrea Jung, CEO of Avon Beauty Products

ASIAN AMERICAN EXPERIENCE: NOW

Amy Tan, author and literary scholar

Anna Sui, Chinese American fashion designer

Maya Lin, architect and public artist

The Takeaway

• Create digital strategies that are founded in and upon CULTURE, not just ethnicity. The Asian American audience is highly dynamic and diverse and growing more so – and as this segment continues to fragment and develop its niche communities both online and off, culture-based, not blanket approaches will prove most resonant and meaningful to the new, Asian American consumer.

Thank you.

Contact info: Christine Huang

[email protected]