Life of Immigrants in the United States: A report on the consumption habits of Asians in the U.S. issued by Nielsen details the purchasing tendencies and living habits of the Asian population in the U.S., providing recommendations for businesses based on various factors.
The report indicates that in the past year, the purchasing power of Asian Americans has grown by 7% to reach $770 billion, and it is expected to reach $1 trillion by 2018. Consequently, Asian Americans have more reasons to maintain their cultural roots and promote their consumption preferences.
Regionally, although many Asian Americans still prefer to live in large cities on the West Coast and in the Northeastern United States, the number of those choosing to rent in suburban areas, the Midwest, and the South is steadily increasing. Many culturally diverse suburbs in the U.S. attract well-educated Asian Americans with their unique high-tech job opportunities.
In terms of living habits, Asian Americans prefer to live with their entire family. Compared to the average household size of 2.7 in the U.S., the average household size for Asian Americans is 3.1. When purchasing goods, they tend to consider the overall family budget for bulk purchases.
Regarding dietary habits, 23% of Asian Americans evaluate the overall nutritional value of dishes when ordering in restaurants; 22% are unwilling to purchase junk food such as pizza, hamburgers, or fries; and 31% prefer to buy organic food.
Statistically, the Chinese population accounts for 22% of the Asian population, making it the largest ethnic group. Among them, 31% of the Chinese population is born in the U.S.; the median age is 38.5; 57% are married; the average household size for Chinese families is 2.83; over 52% hold a bachelor's degree or higher; the median annual household income is $67,000; and 78% of Chinese families can speak more than two languages, with Mandarin, Cantonese, and Hokkien being the main languages aside from English.