Have the Fastest Population Growth
The Asian-American growth rate is seven times the national average. The current Asian-American population is estimated at 12 million. This is a result of population growth and an ongoing flow of immigration from Asian countries.

    Enjoy a Higher Household Income
On average, Asian-Americans earn about $48,000 annually; that's 17% higher than their Anglo counterparts. Their total annual expenditures totaled an estimated $400 billion in 2002.

    Live Within Close Communities
Asian-Americans tend to live in clustered communities; 50% of their population is found in the top five U.S. metropolitan areas. These communities, by sub-segment, are easily identifiable and therefore cost-effective to reach.

    Value Their Family
Asian-Americans believe family is first and foremost. They also hold more traditional views of parents and children. Respect for one's parents and elders is one of the most important virtues of traditional Asian-American culture.

    Save More of Their Income
Asian-Americans tend to save more than average Americans. They are very responsible about saving for their children's education and their own retirement. This means they have a higher purchasing power than average.

    Participate In Their Community
Asian-Americans express a greater identification with people of similar background. They feel the need to become more involved in the life of their community or neighborhood. Therefore, their community events offer excellent opportunities for advertisers to pinpoint this audience.

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