Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association


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Marketing Statistics for Asian and Pacific Americans
Mailing List recommendations below stats.

Asian/Pacific American Heritage Month: May 2007

In 1978, a joint congressional resolution established Asian/Pacific
American Heritage Week. The first 10 days of May were chosen to coincide
with two important milestones in Asian/Pacific American history: the
arrival in the United States of the first Japanese immigrants (May 7, 1843)
and contributions of Chinese workers to the building of the
transcontinental railroad, completed on May 10, 1869. In 1992, Congress
expanded the 10-day observance to a monthlong celebration. Per a 1997
Office of Management and Budget directive, the Asian or Pacific Islander
racial category was separated into two categories: "Asian" and "Native
Hawaiian and Other Pacific Islander."

Asians

14.4 million
The estimated number of U.S. residents in July 2005 who said they were
Asian or Asian in combination with one or more other races. This group
comprised about 5 percent of the total population. California had the
largest population (4.9 million) of people of this group.
<
http://www.census.gov/Press-Release/www/releases/archives/population/006808.html

http://www.census.gov/Press-Release/www/releases/archives/population/007263.html

3%
Percentage growth of the Asian population between 2004 and 2005, the
highest of any race group during that time period. The increase in the
Asian population over the period totaled 421,000. <
http://www.census.gov/Press-Release/www/releases/archives/population/006808.html

3.3 million
Number of Asians of Chinese descent. Chinese-Americans are the largest
Asian detailed group, followed by Filipinos (2.8 million), Asian Indians
(2.5 million), Vietnamese (1.5 million), Koreans (1.4 million) and Japanese
(1.2 million). These estimates represent the number of people who are
either of a particular detailed group only or are of that group in
combination with one or more other Asian detailed groups or races. (Source:
2005 American Community Survey)

Education

49%
The percentage of single-race Asians 25 and older who have a bachelor's
degree or higher level of education. This compares to 27 percent for all
people 25 and older. (Source: 2005 American Community Survey)

86%
The percentage of single-race Asians 25 and older who have at least a high
school diploma. This compares to 84 percent for all people 25 and older.
(Source: 2005 American Community Survey)

20%
The percentage of single-race Asians 25 and older who have a graduate or
professional degree (e.g., master's or doctorate). This compares with 10
percent for all people 25 and older. (Source: 2005 American Community
Survey)

The Asian population comprises many groups who differ in languages spoken,
culture and length of residence in the United States. This is reflected in
the demographic characteristics of these groups. For instance, 68 percent
of Asian Indians 25 and older had a bachelor's degree or more education,
and 36 percent had a graduate or professional degree. The corresponding
numbers for Vietnamese-Americans were 26 percent and 7 percent,
respectively.
(Source: 2005 American Community Survey)

Income, Poverty and Health Insurance

$61,094
Median household income for single-race Asians in 2005, the highest among
all race groups.
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

Median household income differed greatly by Asian group. For Asian Indians,
for example, the median income in 2005 was $73,575; for
Vietnamese-Americans, it was $50,925. (Source: 2005 American Community
Survey)

11.1%
Poverty rate for single-race Asians in 2005, up from 9.8 percent in 2004.
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

17.9%
Percentage of single-race Asians without health insurance coverage in 2005,
up from 16.5 percent in 2004.
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

Businesses

Source for the statements referenced in this section, unless otherwise
indicated:
http://www.census.gov/Press-Release/www/releases/archives/business_ownership/006814.html

1.1 million
Number of businesses owned by Asian-Americans in 2002, up 24 percent from
1997. The rate of increase in the number of Asian-owned businesses was
about twice that of the national average for all businesses.

More than $326 billion
Receipts of Asian-American-owned businesses in 2002, up 8 percent from
1997. An estimated 319,468 Asian-owned businesses had paid employees, and
their receipts totaled more than $291 billion. There were 49,636
Asian-owned firms with receipts of $1 million or more, accounting for 4.5
percent of the total number of Asian-owned firms and nearly 68 percent of
their total receipts.

In 2002, more than three in 10 Asian-owned firms operated in professional,
scientific and technical services, as well as other services such as
personal services, and repair and maintenance.

2.2 million
Number of people employed by an Asian-owned business. There were 1,866
Asian-owned firms with 100 or more employees, generating nearly $52 billion
in gross receipts (18 percent of the total revenue for Asian-owned employer
firms).

46%
Percentage of all Asian-owned firms that were either Chinese-owned or Asian
Indian-owned.

Nearly 6 in 10
Proportion of all Asian-owned firms in the United States that were in
California, New York, Texas and New Jersey.

New York, Los Angeles, Honolulu and San Francisco
Cities with the highest number of Asian-owned firms.

1 in 3
Proportion of Asian-owned businesses that were home-based. This is the
lowest proportion for any minority group.
http://www.census.gov/Press-Release/www/releases/archives/business_ownership/007537.html

Languages

2.3 million
The number of people 5 and older who speak Chinese at home. After Spanish,
Chinese is the most widely spoken non-English language in the country.
Tagalog and Vietnamese have more than 1 million speakers each. (Source:
2005 American Community Survey)

Serving Our Nation

293,321
The number of single-race Asian-American military veterans. About one in
three was 65 and older. (Source: 2005 American Community Survey)

Jobs

47%
The proportion of civilian employed single-race Asians 16 and older who
work in management, professional and related occupations, such as financial
managers, engineers, teachers and registered nurses. Additionally, 23
percent work in sales and office occupations, 15 percent in service
occupations and 11 percent in production, transportation and material
moving occupations. (Source: 2005 American Community Survey)

Counties

1.4 million
The number of Asians (alone or in combination with one or more other races)
in Los Angeles County, Calif., in 2005, which tops the nation's counties.
http://www.census.gov/Press-Release/www/releases/archives/population/007263.html

Age Distribution

35.1
Median age, in years, of the single-race Asian population in 2005. This is
younger than the corresponding figure of 36.4 years for the population as a
whole. (Source: 2005 American Community Survey)

The Future

33.4 million
The projected number of U.S. residents in 2050 who will identify themselves
as single-race Asians. They would comprise 8 percent of the total
population by that year. <
http://www.census.gov/Press-Release/www/releases/archives/population/001720.html

213%
The projected percentage increase between 2000 and 2050 in the population
of people who identify themselves as single-race Asian. This compares with
a 49 percent increase in the population as a whole over the same period of
time.
http://www.census.gov/Press-Release/www/releases/archives/population/001720.html

Native Hawaiians and Other Pacific Islanders

990,000
The estimated number of U.S. residents in July 2005 who said they are
Native Hawaiian and Other Pacific Islander, or Native Hawaiian and Other
Pacific Islander in combination with one or more other races. This group
comprised 0.3 percent of the total population. There were 282,000 Native
Hawaiians or Other Pacific Islanders in Hawaii, which led all states. <
http://www.census.gov/Press-Release/www/releases/archives/population/006808.html

http://www.census.gov/Press-Release/www/releases/archives/population/007263.html

1.5%
Percentage growth of the Native Hawaiian and Other Pacific Islander
population between 2004 and 2005, the highest of any race group except for
Asians.
http://www.census.gov/Press-Release/www/releases/archives/population/006808.html

Education

15%
The percentage of single-race Native Hawaiians and Other Pacific Islanders
25 and older who have at least a bachelor’s degree. This compares with 27
percent for the total population this age. (Source: 2005 American Community
Survey)

83%
The percentage of single-race Native Hawaiians and Other Pacific Islanders
25 and older who have at least a high school diploma. This compares with 84
percent for the total population this age. (These two percentages are not
significantly different from one another.) (Source: 2005 American Community
Survey)

4%
The percentage of single-race Native Hawaiians and Other Pacific Islanders
25 and older who have obtained a graduate or professional degree. This
compares with 10 percent for the total population this age. (Source: 2005
American Community Survey)

Income, Poverty and Health Insurance

$54,318
The three-year average (2003-2005) median income of households whose
householders reported their race as Native Hawaiian and Other Pacific
Islander but did not report any other race. <
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

12.2%
The three-year average (2003-2005) poverty rate for those who reported
their race as Native Hawaiian and Other Pacific Islander but did not report
any other race. <
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

21.8%
The three-year average (2003-2005) percentage without health insurance for
those who reported their race as Native Hawaiian and Other Pacific Islander
but did not report any other race. <
http://www.census.gov/Press-Release/www/releases/archives/income_wealth/007419.html

Businesses

Source for the statements referenced in this section: <
http://www.census.gov/Press-Release/www/releases/archives/business_ownership/007092.html

28,948
Number of Native Hawaiian- and Other Pacific Islander-owned businesses in
2002, up 49 percent from 1997. The rate of growth was more than three times
the national average. The 3,693 Native Hawaiian- and Other Pacific
Islander-owned businesses with paid employees employed more than 29,000 and
generated revenues of $3.5 billion.

2,415
Number of Native Hawaiian- and Other Pacific Islander-owned firms in
Honolulu alone. Honolulu led the nation.

$4.3 billion
Receipts for Native Hawaiian- and Other Pacific Islander-owned businesses
in 2002, up 3 percent from 1997. There were 727 Native Hawaiian- and Other
Pacific Islander-owned firms with receipts of $1 million or more. These
firms accounted for 2.5 percent of the total number of Native Hawaiian- and
Other Pacific Islander-owned firms and 66.8 percent of their total
receipts.

In 2002, nearly 21,000 Native Hawaiian- and Other Pacific Islander-owned
firms operated in health care and social assistance; other services (such
as personal services, and repair and maintenance); retail trade;
administrative and support, and waste management and remediation services;
professional, scientific and technical services; and construction.

28
Number of Native Hawaiian- and Other Pacific Islander-owned firms with 100
or more employees. These firms generated $698 million in gross receipts --
19.9 percent of the total revenue for Native Hawaiian- and Other Pacific
Islander-owned employer firms.

53%
Percentage of all Native Hawaiian- and Other Pacific Islander-owned firms
in Hawaii or California. These two states accounted for 62 percent of
business revenue.

Serving Our Nation

28,084
The number of single-race Native Hawaiian and Other Pacific Islander
military veterans. One in five was 65 and older. (Source: 2005 American
Community Survey)

Jobs

23%
The proportion of civilian employed single-race Native Hawaiians and Other
Pacific Islanders 16 and older who work in management, professional and
related occupations, such as financial managers, engineers, teachers and
registered nurses. Meanwhile, 30 percent work in sales and office
occupations, 22 percent in service occupations and 15 percent in
production, transportation and material moving occupations. (The
percentages for management, professional and related occupations and
service occupations are not statistically different.) (Source: 2005
American Community Survey)

Age Distribution

30.6
The median age of the single-race Native Hawaiian and Other Pacific
Islander population in 2005, much younger than the median age of 36.4 for
the population as a whole. (Source: 2005 American Community Survey)

Note: American Community Survey estimates are based on the population of
one race only and do not include those living in group quarters.
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Mailing Lists for Reaching Asian Americans
 
Information provided by Amity Direct for NMOA ADVANCED MEMBER SERVICES

MEDIA IDEAS FOR SELLING DIRECT TO ASIAN AMERICANS

Asian Americans have unique needs and ideas about buying direct. Here are some ways to reach this vast and growing market.
 
COMPILED DATA
We always start off with Compiled Data. Several companies rent "Asian" surname data. These are best used when retailers need to concentrate on their local markets. It’s the only way to get the most complete market coverage.
 
There are 2.5 Million Asian surnames available; but files like these are not particularly direct mail responsive. So, non-retailers should NOT waste precious ad dollars mailing catalogs and offers to lists like these.
 
USE BETTER RESPONSE BUYERS
We try to impress on our membership that cheap, compiled files are not best for most new mailers. DON’T rent lists based on cheap costs, delivery, and comprehensiveness.
 
As always, we believe there are better files to mail.
 
MAGAZINES
Start with magazines. Publishers like Newsweek, Time , and US News & World Report to note just a few have identified subscribers who are Asian American. Further, these are more mail responsive. The numbers are smaller but better in that these have purchased direct-to-publisher; and paid money through a direct channel.
 
Newsweek for instance brings in subscribers averaging $40+ per subscription. Asian American customers total some 70,000 qualified names. The readership of US News & World Report includes 43,000 Asian American prospects. Time Magazine brings a resource with over 500,000 Chinese and Japanese subscribers.
 
Need a more select group? Try our resources like Disney Publishing . Some people simply love Disney! For some “Disney-philes” travel, vacation, and family are a way of life. Finding the Asian Americans who subscribe to Disney Adventures, FamilyFun, and Wondertime magazines means better direct-mail sold responders for your direct to family offers.
 
These are Asian Americans (most with children under 12 years old). We've found 22,000 subscribers who are Asian American. Response lists like these magazines are vastly superior responders to compiled data. Another great group of new customers can be found in our memberships and club markets.
 
CLUBS & MEMBERSHIPS
Most club members of BMG, Bookspan, and others spend at least $25.00 to $125.00+ during membership. These are customers who respond to direct mail, mail-in space ads, and also go online to become and stay members.
 
Through Amity Direct, you can acquire over 900,000 active Asian American mail order responders each quarter. BMG, for instance, has a very diverse membership. And, you can reach your market based on the music and DVD's these Asian Americans enjoy.
 
Need more “impulsive” buyers? Try credit card shoppers from the ubiquitous TV commercials that deliver both men and women. Find fashion conscious buyers; Find buyers of skincare and other products who just happen to be Asian American. Here, we have over 60,000 good and responsive customers for you to attract.
 
Now ask yourself, do I need “TV Watchers”, “Music Listeners” or “Book Readers”? If it matters, you’re starting to think like a true direct marketer. You should use similar ideas when working on new creative to match your media selections and offers to your new customers.
 
SURVEY REPONDERS
Amity Direct has tested many, many “surveys”. Frankly, we’re unimpressed with most. But, we DID find one great source of true responders. People who fill out this paper survey WANT to receive your mail. That's why they do it. As responders to mail, these are vastly superior to files based on companies that gather data on-line.
 
We've found this to be the best source of direct mail orders through surveys.
 
This file includes 100,000+ Asian Americans by name. And, is selectable by demographics; and interests including book readers, mail order buyers, high-tech, and gadget interests. PLUS financial and investment goals, hobbies, dieting, vacations, health concerns and more.
 
OTHER DIRECT MAIL BUYERS
Many catalogs segment customers by ethnicity. Here are a few.
 
Dream Products Buyers
These are value-conscious, mostly female buyers who spend $25.00 on average. These buyers are gathered through space ads, websites, free-standing inserts in newspapers and on-line.
 
19,000 Asians who are “value conscious” mail order buyers.
 
Lane Bryant Catalog Buyers
Ok, now for something a bit different. Some offers require more. Have a lifestyle product? Try these “plus sized” ladies. A bit older audience (55+ years) makes these good prospective customers for mail order companies selling cosmetics, clothing, foods, travel, and more.
 
Of course, we recommend ideas like these because our prospects are direct mail sold. We've found 170,000 Asian Plus-Sized women who spend $75.00+ on mail order.
 
Boardroom Publishing & Book Buyers
Rather find readers willing to PAY for subscriptions and books? Look to files like Boardroom. These customers seek to learn the secrets of natural health; wealth & retirement; taxes & business, and for new leisure & travel ideas.
 
These could become your new Asian Americans customers as these have already spent $30.00+ through the mail. You can reach up to 25,000 good Asian buyers each year from sources like Boardroom and others.
 
DMA & MAIL RESPONDERS
We believe in direct marketing as a driver of new jobs for all Americans. We make special effort to eliminate unwanted mail. ALL of our media recommendations are created through SUPPRESSION of The Direct Marketing Association “DO NOT MAIL” database; so you only reach customers who WANT your mail.
 
CREATIVE SERVICES
Amity Direct creates custom direct mail packages to match the media recommendations when reaching this audience. Let us design your new package and help you gain new customers for your catalog, mail order, internet, and membership appeals.

For more information about these lists or other mailing lists and direct mail, please contact NMOA advisor Jerry Mamola
jmamola@optonline.net Or, call Jerry at: 1-732-833-4334

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