For those already immersed in so many studies (eg. Selig Center, American Community Survey, eMarketer, IAB Interactive) about Asians and Asian Americans through the years, the latest Pew Research nationwide survey is just one more affirmation why advertising to Asian Americans is crucial for companies like McDonald’s, which has been at it early and longer, counting more than a decade without adding chopsticks to its utensils.
The Pew Research states, “Asian Americans are the highest-income, best-educated and fastest-growing racial group in the United States. They are more satisfied than the general public with their lives, finances and the direction of the country, and they place more value than other Americans do on marriage, parenthood, hard work and career success.”
A telling part in the survey that I haven’t heard as much is this data: “Nearly three-quarters (74%) of Asian-American adults were born abroad; of these, about half say they speak English very well and half say they don’t.”
I am one of those born abroad, writing in English as a second language that makes potential employers wonder if I am a “good corporate fit.” not realizing I grew up chided for “being more of an American than an American.” Not good.
For more on the study, click here: http://www.pewsocialtrends.org/2012/06/19/the-rise-of-asian-americans/