Why Reach A Filipino American Urban Market?
The Filipino American urban market presents an extraordinary business opportunity for marketers. Some Facts To Consider:
Asian Americans
Estimated annual buying power in 2003: $344 billion
Although the Asian population is currently 1/3 the size of the Hispanic population, they command over half the buying power of Hispanics
Highest median of household income:
- $9000 ahead of non-Hispanic White
- Asian $55K, Non-Hispanic White $46, Hispanic $33, Black $30
With a median age of 31 years, Asian American population is 4 years younger than the U.S. population as a whole.
Highest level of education attainment, 44% BA or higher:
- Non-Hispanic White 28%, Black 17%, Hispanic 11%
- 45% at least 25 years of age have a BA or higher
- Make up 4% of US population, but make up 14% of the Ivy League
Asian American are most likely, of all groups, to have a household computer and internet access:
- 65% Computer in household
- 56% Internet access
Asian Americans are the heaviest everyday Internet users:
- Asian Americans 70%
- Whites 57%
- Hispanics 48%
- African-Americans 39%
Filipino Americans
According to the US Census 2000, Filipinos are the largest Asian American segment in California and the 2nd largest in the U.S.
California
- Filipino: 1,098,321
- Chinese: 1,046,775
- Vietnamese: 484,023
US Population
- Total Asian: 12,275,972
- Filipino: 2,734,841
- Chinese: 2,364,815
- Asian Indian: 1,899,599
93% live in metropolitan areas
60% have income of over $50,000
50% hold professional positions
37% have a bachelor’s degree or higher
63% have credit cards
75.4% in labor force vs. 65% US average (66% Asian average)
5.9% poverty rate vs. 17.9% US average (13.4% Asian average)
29.6% of households have 3 or more workers vs. 13.4% US average
(14% Asian average)
More consumers per household:
4 persons vs. 3.2 US ave. (3.8 Asian average) means:
- More food, clothing, cars, consumer goods bought
- More educational, health, recreational needs
- More consumption of food and beverages
- Higher than US average in ownership of: Personal Electronics, Name Brand Products
Filipino Americans Psychographics
High rates of accultration due to English competency, heritage/culture/values similar to Hispanics,
strong sense of family and community preservation, highly religious (predominantly Roman Catholic).
Filipino Americans are aften responsive to seeing and testing products first-hand or by recieving information from a primary source
such as a family member.
Filipino Americans entertain often and are more likely than any other Asian American demographic to create or exercise pop cultural trends.
Hip hop culture is as much a product of Filipino Americans as it is of any other group in this diverse state. In fact it may be argued that if it wasn't for Filipinos' support and practice of hip hop's various elements, hip hop might have never exploded and gained the momentum that it did since the 1990s.
Sources
2000 U.S. Census (Single race + bi-racial/multi-racial)
1990 US Census
1990 “We Asian Americans”
1992, Far Eastern Economic Review, Asian Affluents
1995 CalState Study on Filipino on consumption and media habits
National Center for Education Statistics
washingtonpost.com
"With Style: Filipino Americans and the Making of American Urban Culture" By Victor Hugo Viesca, 2002