Last week, I was in Las Vegas for the Asian Advertising Marketing Summit. The reason I was there: I was invited by the Asian American Advertising Federation (3AF) to speak as part of a panel of Mommy Bloggers on the growing influence and consumer clout of Asians on the Internet. I was in more than good company on stage with Stefania Pomponi Butler (of the Clever Girls Collective, Kimchi Mamas, and Momocrats), Thien-Kim Lam (of I’m Not the Nanny and Left to Write), and Kathy Choi-Lee (of KOKO Living).
As Cheryl Pearson-McNeil of the Nielsen Company stated as she wrapped up our panel, “These are power moms!”
Okay, I’ll take that.
I wasn’t there just to speak, but also to learn from the room full of marketing and demographic experts and media gurus. And the two days of presentations confirmed the trends I’ve been seeing all along, such as:
Asians have the number one users of the Internet.
Asian are the fastest growing ethnic group in America.
Along with new information about the online habits* of Asian Americans:
Gen X Asians say ethnicity is key factor in parenting advice.
Younger Asians say food is an important part of their ethnic identity.
And their spending habits*:
The spending power of Asian Americans will increase by 42% by 2015.
Yet, most Asians feel that advertising is directed at a white audience.
I’m really excited to see statistics that people really are interested in the topics here at HapaMama and other Asian parenting blogs on the Internet. And that our stories are legitimate and that we are a valuable marketing demographic.
What do you think?
* Special thanks to Edwin Wong from Yahoo for presenting this information.
Asian American Advertising Federation gave me a travel stipend for the conference, but the opinions expressed here are my own.
I learned so much at the conference as well! where did you get the photo?
Yes! Just ask Genny;)
Interesting info–sounds like it’s time to pay more attention to this growing market.
I’m abit amused that “food” is part of a younger Asian’s identity. Sometimes, sadly, food is the ONLY thing left for a Canadianized or Americanized Asian who has lost their mother tongue.
It is also something that’s being spun in a fashionable way by chefs on Food Network TV….so kudos to the media.
Still quite telling that young Asians consider ethnicity factor an significant (good or bad) part of parenting advice. Perhaps if you could explain this in some key areas? In terms of aprenting style, values, assumptions, etc.?
I think the marketing is abit better to include Asians /for them. I think of a national tv ad featuring the Canadian coffee and doughnut chain (they do muffins, bagel sandwiches too), Tim Horton’s where the commercial features English speaking grandfather, father and hockey-playing son going for a Tim Horton’s while watching son play game… Yea, it was a great commercial. So simple concept, totally integrated…into Canadian psyche/society: hockey, doughnuts and coffee as part of being Asian-Canadian. :D
Oh behalf from Canada, since this is a Canadian firm that has penetrated into the U.S. market:
http://www.youtube.com/watch?v=QINv6rebyTU Show this to the women there…please.
Very interesting. Thanks for sharing. Our stories are legitimate and it’s time for marketers to hear our voices! You go power mom!