Albany, NY -- (SBWIRE) -- 10/09/2014 -- Asians are an important and growing market for entertainment and leisure categories. These high-income, highly educated consumers represent a potentially lucrative market, especially for entertainment that provides multiple values, but marketers need to reach them where they live, which for most young Asians is online and on their mobile device.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Asian entertainment spending is growing
Figure 1: Distribution of total entertainment expenditures across entertainment segments, by race, 2010-12*
Higher-income households drive spending on entertainment
Figure 2: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
Multigenerational and online lifestyles drive Asians’ leisure decisions
Movies and home-cooked meals most common in-home leisure activities
Figure 3: Top at-home leisure activities – participation at least once a month, May 2014
Dining out and shopping top out-of-home leisure activities
Figure 4: Top out-of-home activities – participation at least once a month, May 2014
Friends and family drive dining and event choices
Figure 5: Top information sources for out-of-home entertainment, May 2014
Asians eat at both Asian and non-Asian restaurants
Figure 6: Out-of-home food choices, May 2014
Asians favor less popular sports
Figure 7: Top out-of-home events and activities attendance, May 2014
Asians want to attend events where they can relax with family
Figure 8: Top factors impacting entertainment choices – at least somewhat important, May 2014
What we think

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Issues and Insights

How can entertainment offerings appeal to diverse, multigenerational Asian families?
The issues
The implications
How do Asians’ digital lifestyles impact their entertainment choices?
The issues
The implications
Asians can be big spenders, but only when they see good value
The issues
The implications

Trend Application

Trend: Slow It All Down
Trend: Edutainment
Trend: Moral Brands

Asians Entertainment Expenditures

Key points
Entertainment spending by Asians growing fast
Figure 9: Expenditures of Asian households, indexed to all households, 2010-12*
Asians spend more on admission to events
Figure 10: Distribution of total expenditures across entertainment segments, by race, 2010-12*
High-income Asians, under-45s biggest entertainment spenders
Figure 11: Monthly household entertainment expenditures, by gender, age, and household income, May 2014
Acculturated Asians spend more on entertainment
Figure 12: Monthly household entertainment expenditures, by dominant culture and country, May 2014

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