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Asian Americans and Technology in the United States 2010
Mintel, Feb 2010, Pages: 116
While the Asian American audience may not be large, at under 5% of the US population, their comparatively high incomes and high levels of education make them an important consumer audience – particularly when it comes to technology products and services. Asian Americans are enthusiastic adopters of virtually all types of technology products, with 95% owning PCs (as compared to 83% of the overall population). With strong levels of interest in keeping up with technology, buying new gadgets and networking with friends about high-tech products, Asian Americans are a particularly valuable “early adopter” audience for technology.
In this report, Mintel analyzes Asian Americans’ ownership, behavior and preferences regarding various types of technology products and services, including the following topics:
- Ownership and purchase intent for a broad variety of technology devices, including home entertainment, communications and computing products
- How Asian Americans use various types of technology devices
- How Asian Americans connect via the web
- Asian American attitudes towards technology, including how they buy technology products and their responsiveness to marketing and advertising tactics
- Key demographics for Asian Americans, including population growth trends, earning power, educational attainment, degree of acculturation, and regional distribution
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