fastest growing minority: 110% growth in the 90s 4.8 million strong and growing...
indian diaspora 2.8 million
pakistani diaspora 0.8 million
bangladeshi diaspora 0.2 million
sri lankan diaspora 0.4 million
growth since 2000 0.6 million
four out of five between 25 years and 55 years.
62% between 25 years and 44 years.
few seniors. (only 6.5% of population)
four out of five arrived after 1980. over half arrived after 1990.
only one in four were born in usa
three of four speak english fluently. one in four speak it at home
four of five are married
86% of adults have bachelor’s degree or more.
nine of ten employed in the us work in corporate america
more than half of all women work.
average household income of $71,000, higher than national average
source: “we the people: asians in the united states’, us census bureau, us 2000 census.
asian american national report 1990
three distinct psychographic segments
early immigrants: 25%
nostalgia trippers. custodians of values. ghettoized.
second generation: 20%
identity seekers. assimilated. unique values and concerns.
recent immigrants: 55%
straddle two worlds. evolving perspective. assimilating.
english speaking but culturally distinct.
consume mainstream content substantially
mindset and content needs are different from peers back home.
Constantly compare two worlds to justify their decision to move.
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