Asian Americans are high income, most educated and fastest growing ethnic group.


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Target Asian Americans,
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South Asian Insights is well versed with the cultures and people of East and Southeast Asia—the world’s most ethno-culturally diverse regions, with immigrants in North America growing in economic importance.. SAI keeps specialized expertise in key 6 Asian origin groups – Chinese, Indian, Filipino, Vietnamese, Korean and Japanese – that account for nearly 85% of all Asian Americans. Our combined expertise of 45 years has equipped us with the knowledge of their multiracial backgrounds, acculturation patterns, motivations, value systems, dietary and shopping preferences, as well as emotional and economic makeup. Our team of researchers and moderators are both first and second generation Koreans, Chinese, Vietnamese, Filipino, Japanese and South Asian. Our language translators understand finer cultural nuances, stratification, are eclectic and diverse, and well traveled through Asia to offer a holistic grasp of Asian Americans in North America.



Fastest Growing Segment





Asian American population has the fastest growth rate of any major racial or ethnic group; and are projected to be the nation’s largest immigrant group by the middle of the century. Asian American diaspora grew 72% between 2000 and 2015, and is estimated to be approximately 20 million, 5.6% of the total population. By 2055, Asians are expected to make up 36% of all U.S. immigrants,



High Education & Income





Asian Americans are the highest-income, and best-educated racial group in the U.S. About half of Asians ages 25 and older have a bachelor’s degree or more, compared with 30% of general Americans population, and higher share than other ethnicities. Asian households in the U.S. had a median annual income of $73,060 in 2015, higher than the $53,600 among all U.S. households.



Foreign Born yet English Proficient





Nearly three-quarters (74%) of Asian-American adults are born abroad; and 72% are “proficient” in English as of 2019, either speaking only English or speaking English very well. 68% also speak a language other than English at home. Large majorities of Japanese, Filipinos and Indians are especially English proficient. English-speaking Asian Americans lead other racial ethnic groups in being tech savvy.



Earliest Adopters of New Technology



Asian-Americans are the earliest adopters of new technology, outpacing every other consumer segment in the penetration and usage of emerging media. This segment is helping shape the future of content consumption by using a range of de- vices to access content.


93% of Asian-American households use a smartphone compared to just 85% of general U.S.households. 51% of Asian-American homes own an Apple TV, Roku, Google Chrome cast device or other types of connected TV device, Asian-Americans are ferocious technology adopters and content consumers, and are now fast becoming content creators as well, with actors, musicians and internet celebrities of Asian descent have an increasing presence in entertainment space.

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Young and Progressive Diaspora



U.S.-born Asians are substantially younger than the rest of the Asian American population. As of 2019, the Asian population in the U.S. had a median age of 34, slightly lower than the nation’s overall median of 38. But the median age of U.S.-born Asians was just 19 – compared with 36 among all U.S.-born people. Foreign-born Asians, meanwhile, had the same median age as the nation’s overall immigrant population.


The relative youth of the U.S.born Asian population is reflected in their generational breakdown. Nearly six-in-ten U.S.-born Asians (58%) were members of Generation Z in 2019, which means they were 22 or younger at the time. Another quarter of the U.S.born Asian population that year belonged to the Millennial generation, while one-in-ten or fewer were part of Generation X or older generations (Pew Research Center, 2019).



California has the most Asians!




California has the largest Asian American population (almost 6 million). Nearly half of U.S. Asian Americans live in the West, with about one-third in California alone. Some 23% of Asian Americans live in the South, 20% in the Northeast and 12% in the Midwest. Hawaii is the only state where U.S. Asians accounted for 56% of the population in 2015, and make for the majority.


Majority live in multi-generational families, and households that include two or more adult generations including both grandparents and grandchildren. They also place greater value on marriage, parenthood, hard work and career success, than other Americans. Among all Asians in the U.S., nearly six-in-ten are foreign born, significantly larger than the immigrant share among Americans overall (13%) and other racial and ethnic groups. (Pew Research Center, 2019).



23 million Strong & Growing



The Asian American population is diverse; with 23 million tracing their roots to more than 20 countries in East Asia, Southeast Asia and the Indian subcontinent. Each segment has its own unique histories, cultures, languages and identities. Out of the 19 largest Asian origin groups in the United States that account for 97% of the nation’s total Asian population;


The U.S. Asian population is projected to reach 46 million by 2060. In the 1870 census, roughly 63,000 individuals were classified as Asian by U.S. Census Bureau enumerators. By 1960, the first time census respondents could choose their own race, 980,000 individuals self-identified as Asian. The nation’s Asian population rose to 11.9 million by 2000 and then nearly doubled to 23.2 million by 2019 – a 95% increase within two decades. Asians now make up about 7% of the nation’s overall population, and their numbers are projected to surpass 46 million by 2060, nearly four times their current tota

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Projected to become largest immigrant group




California has the largest Asian American population (almost 6 million). Nearly half of U.S. Asian Americans live in the West, with about one-third in California alone. Some 23% of Asian Americans live in the South, 20% in the Northeast and 12% in the Midwest. Hawaii is the only state where U.S. Asians accounted for 56% of the population in 2015, and make for the majority.


Majority live in multi-generational families, and households that include two or more adult generations including both grandparents and grandchildren. They also place greater value on marriage, parenthood, hard work and career success, than other Americans. Among all Asians in the U.S., nearly six-in-ten are foreign born, significantly larger than the immigrant share among Americans overall (13%) and other racial and ethnic groups. (Pew Research Center, 2019).



The Asian "Floor Culture"



The Asian connection to the floor is well known. Despite the linguistic, cultural and geographic diversity of Asian continent, the “floor culture” is common ground. Before you enter any traditional Asian home, you are politely asked to take your shoes off. It is not just about maintaining hygiene, but more a mark of respect, since most Asian families eat, sleep, entertain guests, and even depart their loved ones with death rituals performed on the floor. South Korean families use the floor for sitting, eating, hanging out, watching TV, playing and sleeping, and have also adopted heated floors called ondol.


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