Discuss the characteristics that are typical of an Asian American market?

What will be an ideal response?

ANSWER: The Asian American population is the fastest growing among minority groups. Asian Americans, who still represent only six percent of the U.S. population, have the highest average family income of all groups. Because Asian Americans are younger (the average age is thirty-four), better educated, and have higher incomes than average, they are sometimes called a "marketer's dream." Asian Americans are heavy users of technology. Moreover, they are early adopters of the latest digital gadgets. They visit computer and consumer electronics Web sites thirty-six per-cent more often and spend seventy-two percent more time at these sites than the total popula-tion.58 Because of their high level of education, Asian Americans are thriving in America's technology sector.Although Asian Americans embrace the values of the larger U.S. population, they also hold on to the cultural values of their particular subgroup. Consider language: many Asian Americans, particularly Koreans and Chinese, speak their native tongue at home (though Filipinos are far less likely to do so). Cultural values are also apparent in the ways different groups make big-ticket purchases. In Japanese American homes, husbands alone make large purchase decisions nearly half the time; wives decide only about six percent of the time. In Filipino families, however, wives make these decisions a little more often than their husbands do, although, by far, most decisions are made by husbands and wives jointly or with the input of other family members.