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March 9, 2011
March 9, 2011—Los Angeles, Calif. —The Asian American Advertising Federation (3AF), a leading authority on Asian American marketing and advertising, in conjunction with LA 18 KSCI-TV (LA 18), announced today some astonishing statistics about the growth of Asians in the United States. The information is based on the 2010 U.S. Census Redistricting Data.
With data reported from 27 states (or a little more than half of the state-level data at the time of reporting), the Asian population is already seeing significant growth that far outpaces the total United States population by huge margins. All 27 states showed double or even triple-digit growth in their Asian populations. The top five states with the highest increases in the Asian population compared to ten years ago are: Nevada, up 116 percent; North Carolina, up 85 percent; Delaware up 78 percent; Arkansas, up 77 percent; and Indiana up 74 percent.
Among the 27 states with their local-level data released so far, the top 10 states with the highest number of Asians (in order from highest to lowest) are California; Texas; New Jersey; Hawaii; Illinois; Washington; Virginia; Maryland; North Carolina, and Nevada.
|Other surprising statistics:|
|• In some of the larger states like California, Texas, New Jersey and Illinois, the Asian population growth is outpacing the much celebrated Hispanic growth.|
|• The same trend is observed in most of the key counties in the Los Angeles and San Francisco DMAs (Designated Market Area).|
|• Asians accounted for 72 percent of the growth in New Jersey’s population and 47 percent of the growth in Illinois’ population.|
|• California saw a staggering increase of more than 1.4 million Asians, and Texas saw an increase of nearly half-a-million Asians.|
Nita Song, 3AF President, said, “We are excited to see the Census data confirm what the 3AF has known all along—that the Asian segment is an increasingly important consumer group that is tough to ignore. It is a segment that has the potential to drive incremental sales and deliver strong results, and we have seen a growing number of new marketers focus on this segment in the past year.”
Alice Lee, Vice President of LA-18 and a member of the 3AF Board of Directors, added, “We will be anxiously awaiting the rest of the state-level data which should be released by early April. Also, by the 3AF conference in May, we hope to see the bulk of the demographic profile data.”
Detailed results from Census 2010 will be featured during the 3AF’s annual Asian marketing conference to be held May 12-13, 2011 in Las Vegas, Nevada. A provocative session on the initial Census data and interpretation of the data by key strategic planners from throughout the United States is part of the two-day conference agenda. More information on the 3AF’s conference, “Asian Marketing Summit: 2011: A Deep Dive Into the Emerging Priority Segment,” and the related Census data tables are available at www.3af.org.
3AF analysis of Asian data is available here.
The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies, and other industry specialists. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community and further professionalism within the industry. Corporate members include Wells Fargo, American Family Insurance, and State Farm’s Northeast Zone Multicultural Division. Information on the 3AF is available at www.3af.org.