SUPER CONSUMERS
Purely by the numbers, the Asian-Indian market is the single most affluent and valuable consumer segment in America today!
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Their median household income is nearly double that of the total U.S. ($116,793 South Asian vs. $61,937 Total U.S.)
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The percentage of college graduates is more than double (74.6% South Asian vs. 32.6% Total U.S.) and the percentage of their population in professional careers is also more than double the national average (26.2% South Asian vs. 11.7% Total U.S.)
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Traditionally, the biggest barrier to entry in multicultural marketing has been the additional expense of new, language-specific creative. However, in the South Asian Market, even that is not an issue. U.S. South Asians prefer speaking English by more than 3 to 1! (76% to 24%. 2007 Global Advertising Strategy Study)
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According to the Census Bureau, the overwhelming majority of South Asian Americans (80%) speak English fluently. And they are the original “super-consumers,” over-indexing in purchase and usage of virtually every product category imaginable.
