The VALUE of REACHING Chinese-Americans

Chinese-American Population

2000年美國人口普查：美國華裔居民為270萬，此一數目比1980年的華裔人口多200萬。
在1970年代，僅約25%華裔美國人在海外出生。目前在海外出生的華裔已達76%。
因此，極需要中文電話簿。英文電話簿並不適用。
華商居民不斷成長，華裔社區也擴展到許多新地區，並不斷購置住宅，消費者的需要也大於往年。

2000 U.S. Census: 2.7 million Chinese residing in the U.S.
There are approximately 2 million more Chinese in the United States than in 1980.
In the 1970s only about 25% of Chinese-Americans were foreign-born.
Now 76% are foreign-born. Hence, the great need for Chinese directories.
English directories miss the mark.
As Chinese immigration continues to grow, the Chinese-American community expands to new areas and increasingly more homes are bought. Consumer needs are greater than ever.

Chinese-American Demographics

Strong Purchasing Power:   $23 billion (1999)
High Household Income:
30% higher than general population		   $54,000 vs. $42,000 (U.S.)
High Rate of Home Ownership:   65% vs. 54% (U.S.)
Home Purchases High in Value:   30%-40% (CA)
Young Homeowners:   Between Ages 35-44, nearly 84% own a home
Young Married Couples:   30%比33%
30 vs. 33
High Percentage Married:   83% (U.S.)
Large Average Household:   3.8 per household vs. 3.2 per household (U.S.)
Highly Educated:   38% vs. 22% with Bachelors Degree or higher

Chinese-American Psychographics

  • Clean Slate for Building Name Branding and Purchasing Behavior
  • Strong Referral Base and Repeat Customer
  • Quality and Value Conscious


Source: U.S. Census 1990 & 2000, Business Week Magazine 3/96, San Jose Mercury News, 1992

Mission StatementThe NEED for In-Language Directory

Language Preference

  • Today 76% of Chinese-Americans are foreign-born.
  • About 78% Chinese-Americans speak Chinese at home. Even though 86% of Chinese-Americans can SPEAK English, only 5% prefer to READ in English.
  • Even after 20 years of living in the U.S., 63% still prefer to read/write in Chinese.
  • This significant finding can be attributed to the vast difference between the English language and Chinese language.
  • English media excludes 75%-80% of Chinese-American audience.
  • 98% of Chinese-Americans view in-language advertising as top indicator of interest in their business.

Source: U.S. Census, 1990 & 2000

 

 
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