Copyright © 1984 From Quantum theory of gravity: essays in ...
© 2015 Gravity Media, LLC
Transcript of © 2015 Gravity Media, LLC
1© 2015 Gravity Media, LLC
2© 2015 Gravity Media, LLC
Why We Are Here
To efficiently expand the reach of our marketing programs to include America’s most desirable consumers.
3© 2015 Gravity Media, LLC
Luxury
Value of Residency More Than $750,000
Platinum
Travel
3+ Round Trips Of Foreign Travel in Last 3 Years
Used Travel Agent In The Past 12 Months
Enrolled Into A Frequent Flyer Program
RetailAutomotive
To Pique Your Interest
Non-HispanicWhites
Asian Americans
6,164,000 1,661,000
Index: 83 Index: 275
Non-HispanicWhites
Asian Americans
2,264,000 698,000
Index: 69 Index: 262
Non-HispanicWhites
Asian Americans
24,812,000 4,785,000
Index: 82 Index: 196
Non-HispanicWhites
Asian Americans
14,846,000 7.965,000
Index: 97 Index: 162
Non-HispanicWhites
Asian Americans
9,507,000 1,739,000
Index: 97 Index: 219
Non-HispanicWhites
Asian Americans
32,816,000 4,753,000
Index: 111 Index: 198
Non-HispanicWhites
Asian Americans
3,882,000 601,000
Index: 106 Index: 203
Non-HispanicWhites
Asian Americans
2,886000 942,000
Index: 92 Index: 372
Non-HispanicWhites
Asian Americans
1,133,000 201,000
Index: 68 Index: 148
Non-HispanicWhites
Asian Americans
1,720,000 494,000
Index: 97 Index: 345
Non-HispanicWhites
Asian Americans
14,376,000 3,074,000
Index: 96 Index: 253
Non-HispanicWhites
Asian Americans
11,007,000 2,544,000
Index: 89 Index: 253
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
4© 2015 Gravity Media, LLC
Average Annual Expenditure
Asians outspend the total market by 19% overall and in many key areas including Apparel (+41%), Personal Insurance & Services (+39%), and Housing (+23%).
$1,051
$1,740
$2,620
$5,424
$6,458
$8,293
$16,803
$49,705
$2,267
$2,324
$3,724
$7,771
$8,163
$10,281
$20,834
$60,136
$- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000
Education
Apparel
Food AwayFrom Home
Personal Insurance& Services
Food
Transportation
Housing
Average AnnualExpenditure
Total Asians Total Market
Source: Bureau of Labor Statistics, 2012 Consumer Expenditure Survey
5© 2015 Gravity Media, LLC
Spending Online
77% of Asian Americans have made a purchase online compared to 61% of the general population. In fact, 12% of Asian Americans spend more than $2,500 in one year on internet shopping, nearly twice the rate of general population.
10%
9%
9%
13%
11%
11%
22%
30%
29%
15%
16%
16%
16%
16%
18%
36%
38%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Toys/Games
Movie Tickets
Consumer Electronics
Music Files
Mobile Device App
Computer Hardware/Software
Airline Ticket
Clothing/Accessories
Books
Total Asians Total Market
Source: 2013 Nielsen Scarborough Research USA
6© 2015 Gravity Media, LLC
Smarter, Wealthier & Bigger Families
% of People Age 25+ With Bachelors Degree Or Higher
$100,000+18%
$100,000+29%
$75-100,00012%
$75-100,00014%
$50-75,00020%
$50-75,00018%
$35-50,00016%
$35-50,00013%
$25-35,00011%
$25-35,0008%
<$25,00024%
<$25,00020%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Population Asians
Household Income
2.65
3.1
0
0.5
1
1.5
2
2.5
3
3.5
Total Population Asians
Average Household Size, 3+
Source: 2012 Pew Research, “Rise of Asian Americans;” 2013 Nielsen Pop-Facts; 2013 U.S. Census American Community Survey
28%
49%
Asian-AmericansTotal U.S. Population
7© 2015 Gravity Media, LLC
Density of Asians by DMA
Source: Nielsen, Experian Information Systems
Rank 1-5 Asian Markets
Rank 6-10 Asian Markets
RANK DMA ASIAN POPULATION % COMPOSITION
1 Los Angeles, CA 2,328,967 14.7
2 New York, NY 2.,096,406 13.2
3 San Francisco, CA 1,757,814 11.1
4 Washington, DC 585,887 3.7
5 Chicago, IL 570,902 3.6
6 Honolulu, HI 525,582 3.3
7 Seattle, WA 477,126 3.0
8 Sacramento, CA 463,326 2.9
9 Houston, TX 437,557 2.8
10 Philadelphia, PA 411,471 2.6
63%Asians age 18+ live in the standard top-14 DMAs.
47%Asians that live in these (above) top-10 Asian DMAs
41%Asians age 18+ living in Los Angeles, New York and San Francisco DMAs.
8© 2015 Gravity Media, LLC
Age Distribution, All Asians
Source: 2013 Nielsen Pop-Facts
12%
10% 10%
16% 16%
14%
17%
4%
13%
11%10%
13% 13%14%
20%
6%
0%
5%
10%
15%
20%
25%
Age 0-9 Age 10-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-74 Age 75+
Asian-American Population Total U.S. Population
2013 U.S. Population Distribution By Age
9© 2015 Gravity Media, LLC
Sizing The Asian Market, Age 18+
12,639,9375%
229,902,29095%
Chinese3,090,987
25%
Asian Indian2,424,845
19%
Filipino2,189,950
17%
Vietnamese1,299,752
10%
Korean1,190,646
9%
Japanese712,158
6%
Other1,731,599
14%
Source: 2013 U.S. Census American Community Survey
10© 2015 Gravity Media, LLC
Asian Migration Trends
Source: Nielsen Research, 2013 “Asian American Consumer”
0.3
0.4
0.4
0.4
0.6
0.9
1.1
1.1
0.6
1.0
1.3
1.3
1.0
1.4
1.8
1.9
0.5
1.1
1.8
2.0
1.0
1.6
2.2
2.3
- 0.5 1.0 1.5 2.0 2.5
1990
2000
2010
2012
China/HongKong/Taiwan
India
Philippines
Vietnam
Korea
Japan
Population (millions)
Top Countries of Origin For U.S. Asian Immigrants (Cumulative Number of Immigrants By Year, Millions)
11.9%
57.8%
10.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Total Population Asian Americans Non-AsianAmericans
Growth Rate, 2000-13
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Density of Asian Sub-segments
Source: Nielsen Research, 2013 “Asian American Consumer”
CHINESE% COMP
ASIAN/CHINESE INDEX
Boston 2.37/3.73 157
San Francisco 11.01/17.19 155
New York 13.22/20.10 152
INDIAN% COMP
ASIAN/INDIAN INDEX
Philadelphia 2.59/4.50 173
Chicago 3.60/6.00 167
New York 13.22/19.97 151
FILIPINO% COMP
ASIAN/FILIPINO INDEX
San Diego 2.27/5.76 254
Honolulu 3.31/7.21 218
Los Angeles 14.68/19.37 132
VIETNAMESE % COMPASIAN/VIETNAM
INDEX
Houston 2.76/6.90 179
Dallas 2.45/4.66 158
Los Angeles 14.68/18.93 153
KOREAN % COMPASIAN/FILIPINO
INDEX
Atlanta 1.93/3.44 179
Washington 3.69/5.82 158
Los Angeles 14.68/22.44 153
JAPANESE % COMPASIAN/VIETNAM
INDEX
Honolulu 3.31/22.16 669
Seattle 3.01/4.13 137
Los Angeles 14.68/19.34 132
12© 2015 Gravity Media, LLC
Asian 1.5 & 2.0 Generation
Insights
Immigrated to the U.S. as a young child or American-born, this Asian segment is largely acculturated.
They are a part of a segment that embraces English as their primary language, that is less “traditional” in its relationships.
Sees technology and the Internet as a way to embrace the communal aspects of their heritage and get an advantage in the mainstream world.
Heavily focused on education, career, earning potential and overall success.
62% identify themselves by country of origin (i.e., “Korean American”) rather than “Asian” (19%).
Source: Gravity
13© 2015 Gravity Media, LLC
Language Preference
Asian Americans prefer to speak a language other than English at home, especially Chinese where 4 in 5 people prefer not to speak English. Thus, in-language advertising efforts are essential.
Source: U.S. Census, 2013 American Community Survey 1-Year Estimates. All sub-segments “alone”
English Only20%
Other80%
Chinese
English Only35%
Other65%
Filipino
English Only14%
Other86%
Viet-namese
English Only56%
Other44% Japanese
English Only22%
Other88%
Asian Indian
English Only25%
Other75%
All Asians
English Only20%
Other80%
Korean
14© 2015 Gravity Media, LLC
Primary Media Consumption
Nearly half of all Koreans and Vietnamese use their in-language media as the primary source of news, information and content.
The balance of populations are bilingual consumers– using in-language media as a secondary source or they consume only English media.
4%
9%
12%
38%
46%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Filipino
Japanese
Asian Indian
Chinese
Vietnamese
Korean
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007 (most recent data available). Primary = % audience that primarily relies on this media.
15© 2015 Gravity Media, LLC
Reach of Asian TV & Newspaper
Chinese and Korean TV serves largely as a primary media source for their respective audiences. Only newspapers are stronger. TV has gained a lot of momentum in recent years.
15%
3%
11%
25%
4%
24%
16%
34%
30%
17%
42%
31%
0% 10% 20% 30% 40% 50% 60%
Vietnamese
Japanese
Asian Indian
Korean
Filipino
Chinese 55%
46%
42%
41%
37%
31%
1%
1%
6%
32%
34%
39%
5%
20%
17%
14%
21%
18%
0% 10% 20% 30% 40% 50% 60%
Asian Indian
Filipino
Japanese
Korean
Chinese
Vietnamese
Primary Consumers Secondary Consumers
57%
55%
46%
23%
21%
6%
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007 (most recent data available). Primary = % audience that primarily relies on this media.
Asian newspapers do a great job at penetrating both Chinese and Korean audiences. However, newspapers fail to deliver a younger, assimilated audience who are online.
16© 2015 Gravity Media, LLC
Reach Of Asian Internet
Internet is king at reaching the Asian audience.
42%
64%
67%
69%
72%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Vietnamese
Filipino
Korean
Chinese
Japanese
Asian Indian
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007 (most recent data available). Primary = % audience that primarily relies on this media.
17© 2015 Gravity Media, LLC
Asian Media Landscape
Asian language media outlets increased by a staggering 1,115% from 1999 to 2013.
Chinese Korean Vietnamese Asian Indian Filipino Other TOTAL
Print 121 68 76 50 64 30 409
TV 37 26 18 30 14 11 136
Radio 32 22 34 21 18 13 140
Digital 147 84 69 94 87 73 554
TOTAL 337 200 197 195 183 127 1,239
Source: Nielsen Research, 2013 “Asian American Consumer”
18© 2015 Gravity Media, LLC
Key Takeaways
Asians are an ideal consumer group for many brands.
Language dependency is at a high.
The Asian media landscape is robust.
Local or national ad placements can be driven by business objectives.
19© 2015 Gravity Media, LLC
Chinese Americans
20© 2015 Gravity Media, LLC
Chinese Immigration Trends
Source: U.S Census 2009-2013
2,018,000
1,683,000
1,551,000
1,195,000
681,000
384,000
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000
2013
2010
2006
2000
1990
1980
+77%
+75%
+30%
+8%
+20%
Total Population of Chinese Immigrants in the U.S., 1980-2013
Chinese Immigration Destination
87,30780,271
70,86381,794
3,256
3,373
2,432
2,104
8,086
9,073
6,732
5,331
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2006 2008 2010 2012
Chinese Hong Kong Taiwan
Source of Immigration From China
98,649
92,717
80,027
89,229
21© 2015 Gravity Media, LLC
Distribution of Chinese in America
Source: 2011 U.S. Census, total 3,090,987 total age 18+; Chinese, speaks English less than “very well.”
37.2%Chinese age 18+ live in the
state of California (1,148,800).
21.5%Chinese age 18+ that live
in New York or New Jersey (667,200).
22© 2015 Gravity Media, LLC
Chinese AmericansEducation
Bachelors Degree
Plus53.4%
Other46.6%
Bachelors Degree
Plus29.6%
Other70.4%
Chinese Americans
Total Population
Language Preference
Not English80.5%
English Only
19.5%
Not English20.8%
English only
79.2%
Chinese Americans
Total Population
Foreign Born
Foreign Born
69.0%
Native31.0%
Foreign Born
13.1%
Native86.9%
Chinese Americans
Total Population
Household Income
$68,149
$52,250
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
ChineseAmerican
TotalPopulation
Source: U.S. Census 2013 American Community Survey
23© 2015 Gravity Media, LLC
Psychographics & Values
Cautious in personal and business dealings. Plan for the long term.
Strong emphasis on
family and education.
Have respect for authority, and elders.
Prefer communications in their native language.
Employment split between white and blue collar jobs.
Tech savvy and early adopters of technology.
Nearly three quarters of Chinese Americans are U.S. citizens.
Renewal & family time during Lunar New Year
Better financial planning.
Source: Gravity
24© 2015 Gravity Media, LLC
Young Adults
59% want to get to the very top of their career (index 186).
50% like having control over people & resources (index 175).
Power Player
60% find access to internet while on-the-go important (159).
52% access the internet more from mobile device than PC (191).
On The Go
59% are doing more shopping online than before (160).
41% are more likely to buy online than in-store (178).
eShopper
63% spend less time with magazines because of the internet (193).
56% spend less time with TV (206).
Webcentric
Tries New Things
63% try new drinks (191) & 33% are first to try new health foods (201).
25% are first among friends to try new clothing styles (235).
Image Conscious
32% agree that designer labels improves a person’s image (252).
26% find import cars are more prestigious than American (210).
Source: Experian Information Systems;, Spring 2014 NHCS Adults StudyBased upon those age 18-29
25© 2015 Gravity Media, LLC
Dual Income, No Kids
65% booked travel online in the past year (210).
66% have traveled internationally in the past 3 years (167).
Travelers
39% give advice to friends about electronic equipment (213).
36% give advice to friends about health & nutrition (193).
Influencers
47% are 1st to try new food products (238).
45% eat gourmet food whenever they can (233).
High-end Foodies
74% find it important to have internet access away on-the-go (195).
57% say the internet is their primary source of entertainment (211).
Digirati
60% would like their own business in the future (178).
46% enjoy taking risks (136).
Risk Takers
Source: Experian Information Systems;, Spring 2014 NHCS Adults StudyBased upon those age 25-49 without children
Stylish
50% prefer driving a luxury vehicle (180).
55% get many of the options when buying a car (160); 46% buy new cars (159).
26© 2015 Gravity Media, LLC
Couples With Kids
70% like to provide their kids with things they didn’t have (135).
62% find out about a car’s safety rating before buying it (128).
Kids
67% find that the internet helps them plan & book travel (149).
51% booked travel online in last 12 months (167).
Traveling
65% find it important that their family think s/he is doing well (135).
27% buy things that neighbor/friends would approve (211).
Image
67% use freshest ingredients when cooking (121)
61% find nutritional value the most important factor (134)
Health Conscious
71% find that internet has changed how free time is spent (152).
44% find internet their #1 source of entertain-mentfor family (173).
Dot Com
75% think people should use recycled products whenever possible (125).
54% find it important that others see him/her as eco-friendly (130).
Eco-Friendly
Source: Experian Information Systems;, Spring 2014 NHCS Adults StudyBased upon those age 25-54 with children
27© 2015 Gravity Media, LLC
Empty Nesters
56% find TV as their main source of entertainment (127).
38% read a newspaper most days (144); 32% rely on magazines (253).
Traditional Media
60% say internet has increased their desire to learn/search (123).
56% find that internet has changed how they spend free time (121).
Digital Light
57% pursue a life of challenge, novelty and change (133).
45% feel financially secure (147); 42% are workaholics (182).
Life & Success
61% try to go some-where different for vacation each time (143).
41% like to go on vacation with activities pre-planned for me (166).
Active Travelers
72% eat healthy foods to maintain a balanced diet (134).
61% are in control of their weight (141); 53% exercise regularly (134).
Healthy Bodies
50% shop for best deal in financial services (177); 32% pay any price for good advice (226).
38% read the financial section in papers (223).
Financial Attention
Source: Experian Information Systems;, Spring 2014 NHCS Adults StudyBased upon those age 50+ without children
28© 2015 Gravity Media, LLC
Tourists From Mainland China
+800KEstimated annual visits from Chinese tourists.
#1Highest per-trip spenders
internationally of any group.
$3,000Average spend by Chinese
tourists in the U.S.; 55% higher than other overseas
travelers
Source: Gravity
29© 2015 Gravity Media, LLC
Business Owners Other services (except public administration) 287,812
Professional, scientific, and technical services 213,669
Retail trade 190,873
Health care and social assistance 164,246
Accommodation and food services 133,756
Real estate and rental and leasing 116,085
Administrative and Support and Waste Mang. and Remediation Srvs 75,483
Transportation and warehousing 74,120
Construction 70,740
Wholesale trade 60,464
Finance and insurance 42,102
Arts, entertainment, and recreation 40,220
Educational services 29,518
Manufacturing 26,382
Information 17,430
Agriculture, forestry, fishing and hunting 5,125
Mining, quarrying, and oil and gas extraction 913
Industries not classified 613
Utilities 474
Management of companies and enterprises 463
TOTAL 1,550,488
Chinese27%
Asian Indian20%
Other Asian14%
Korean12%
Filipino10%
Vietnamese10%
Japanese7%
Repair & maintenance and personal & laundry services (Other)
32%
16%
13%
11%
10%
10%
9%
Chinese
Source: U.S. Census, 2007 (most recent available)
1.5MMTotal number of
businesses owned by Asian Americans.
$507.6BRevenue generated by businesses owned by
Asian Americans.
5.7%Percent of all businesses in the U.S. owned by an
Asian Americans.
30© 2015 Gravity Media, LLC
Key Takeaways
Many national & regional opportunities for targeting Chinese.
Chinese are largely early adopters & influencers as well as image conscious.
Chinese audience segments are familiar, with some nuances.
Chinese tourists and business owners make attractive sub-segments.
31© 2015 Gravity Media, LLC
Reaching Chinese Americans
32© 2015 Gravity Media, LLC
Gravity 2015 Survey of Chinese American Media Habits
Objective:• Update industry understanding of Chinese American
media habits.• Assess the impact of immigration from Mainland China on
the Chinese American mediascape.
Scope:• Nationwide N>400.• Representative of country of origin make-up.• Panel and phone intercept.
33© 2015 Gravity Media, LLC
Mediascape
Sample selection, not full list
OutdoorDigitalPrintTelevision Radio
Many Additional Options +140 Additional Options +110 Additional Options +25 Additional Options +15 Additional Options
Chinatown, NYC
Chinatown, SF
34© 2015 Gravity Media, LLC
Consumption of Chinese Media63%
Chinese Americans that consume half or more of all of their media in-
language (e.g., TV, newspapers, radio, Internet, etc.). 22% are nearly
exclusively in-language.
Source: Gravity Asian Media Study, 2015
32%
74%
Chinese Americans living in MD, VA or DC that consume half or more of all of
their media in-language (e.g., TV, newspapers, radio, Internet, etc.). Only 7% are nearly exclusively in-language.
Chinese Americans living in CA that consume half or more of all of their
media in-language (e.g., TV, newspapers, radio, Internet, etc.).
29% are nearly exclusively in-language.
35© 2015 Gravity Media, LLC
Consumption of News
56%
Source: Gravity Asian Media Study, 2015
90%
49%
Chinese Americans spending 1-9 hours per week readings Chinese
newspapers.
Chinese Americans spending 1-9 hours per week using a tablet to access
Chinese Websites. 38% are 10+ hours per week using a tablet.
Chinese Americans accessing Chinese websites on a regular basis. Electronic media (TV & digital) has now eclipsed
print as most accessed for news & entertainment. Trend is neutral to age
and time in America.
36© 2015 Gravity Media, LLC
Consumption of TV/Video Content
69%Chinese Americans watching up to 19 hours of Chinese TV programs
on a regular TV set.
Source: Gravity Asian Media Study, 2015
80%Chinese Americans watching up to 19 hours of Chinese TV programs
on the internet.
37© 2015 Gravity Media, LLC
Language Gets Noticed76%
Chinese Americans that indicate that they will pay more attention to
outdoor billboards if it was in Chinese.
Source: Gravity Asian Media Study, 2015
72%Chinese Americans that indicate that they will pay more attentionto direct mail if it was in Chinese.
38© 2015 Gravity Media, LLC
Popular Chinese TV Programming
5%
10%
18%
40%
52%
55%
0% 10% 20% 30% 40% 50% 60%
Other
Sports
Financial
Entertainment
Local
International
Most Popular Chinese TV News Program Types (Top-2 Box)
5%
9%
12%
15%
21%
31%
41%
52%
0% 10% 20% 30% 40% 50% 60%
Other
HistoryBiography
Education
Sports
Family
Comedy
Drama
Variety Shows
Most Popular Chinese TV Program Types (Top-2 Box)
Source: Gravity Asian Media Study, 2015
39© 2015 Gravity Media, LLC
Top Chinese Radio Markets & Duration
51% 51%44%
32%
33%
19%
14%
2%
6%
7%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CA NY/NJ/PA TX/IL/Other MD/VA/DC
1-9 Hours/Week 10-19 Hours/Week 20+ Hours/Week
Source: Gravity Asian Media Study, 2015
90%
77%
65%
34%
Weekly Chinese Radio Listenership, by State
40© 2015 Gravity Media, LLC
Top Chinese TV Networks
45%
31%
26%
21%
15%
10%9% 9%
8%
5%4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
CCTV TVB USA Phoenix Sinovision KTSF LA 18 ETTV NTD CTI ICN Other
Most Viewed Chinese TV Networks (Check All)
Despite growth in interest with China-based programing, Hong Kong-based premium networks remain the most popular.
Local network Sinovision (NY/NJ) appears to be a little more popular than KTSF (SF) or LA18 (LA).
Source: Gravity Asian Media Study, 2015
Little political allegiance to media. Top TV program is from China while most popular print is from Taiwan and Hong Kong.
41© 2015 Gravity Media, LLC
Top Social & Video Sites
66%
46%
35%
10%
5% 4%1%
0%
10%
20%
30%
40%
50%
60%
70%
YouTube Youku PPS.TV Netflix HULU Other HBO Go
Most Popular Chinese Websites For Movies (Top-2 Box)
65%
35%
24%22%
17%
3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
WeChat Facebook QQ/Qzone Others Weibo Twitter Instagram
Most Popular Social Networks (Top-2 Box)
Source: Gravity Asian Media Study, 2015
42© 2015 Gravity Media, LLC
Top News Sites
31%30%
28%
21%
15%
11% 11%
9%
4% 4% 4%
0%
5%
10%
15%
20%
25%
30%
35%
Sing Tao World Journal Yahoo Sina Youku Wenxuecity QQ Tudou China Press Epoch Times Other
Most Popular News/Entertainment/Sports Sites (Top-2 Box)
Source: Gravity Asian Media Study, 2015
43© 2015 Gravity Media, LLC
Cultural Events
Agree, 81%
Percent of Chinese Americans That Indicate That They Would Have Greater Affinity For Brand If It Got Involved
In Community Cultural Events
62%
32%
28%26%
15% 14%11%
7%
0%
10%
20%
30%
40%
50%
60%
70%
HolidayCelebration
Street Fair Cuisine/FoodFestival
Concert Special CasinoEvent
Art Show None Above Sporting event
Types of Cultural Events Attended in The Past 12-Months
Source: Gravity Asian Media Study, 2015
44© 2015 Gravity Media, LLC
Dual Cultural Celebrations
Important for advertisers to recognize that Chinese Americans are on an American holiday schedule.
Best to adapt and leverage messaging for Lunar New Year, New Moon Festival and the major American holidays as well as events– this is often a time they will use for travel.
Source: Gravity
45© 2015 Gravity Media, LLC
Key Takeaways
In-language is vital for communication with Chinese.
Chinese are the heaviest consumers of TV and the Internet.
Mobile optimization is critical (smartphone & tablet) for Chinese.
Reputation is more important than language capability.
46© 2015 Gravity Media, LLC
Getting Started
47© 2015 Gravity Media, LLC
Minimal Investment To Jumpstart
Media
TV
Outdoor
Digital
Direct
Total Budget
2 Month Asian Plan
(:30) spot Top-3 Networks
Full page 4C Top-3 Titles
Billboards Top-2 DMAs
Display Select Sites
$250,000
3 Month Asian Plan
(:30) spot Top-5 Networks
Full page 4C Top-3 Titles
Billboards Top-3 DMAs
Display & More Multiple Top Sites
$400,000
6 Month Asian Plan
(:30) spot Top-5 Networks
Full page 4C Top-5 Titles
Billboards Top-3 DMAs
Display & More Multiple Top Sites
Letter Pack 100,000
$800,000
1 Week GM Primetime
8- (:30) spots
$800,000
48© 2015 Gravity Media, LLC
Automotive Advertising in China
49© 2015 Gravity Media, LLC
Electronics Advertising in China
50© 2015 Gravity Media, LLC
Home Appliance Advertising in China
51© 2015 Gravity Media, LLC
Liquor Advertising in China
52© 2015 Gravity Media, LLC
U.S. Advertising Targeting Chinese
53© 2015 Gravity Media, LLC
U.S. Advertising Targeting Chinese
54© 2015 Gravity Media, LLC
U.S. Advertising Targeting Chinese
55© 2015 Gravity Media, LLC
Creative Wisdom
Multicultural Creative Myths• American/global brands have to prove how "Asian" they
are.• Brand positioning must be different.• Best to always incorporate rich cultural cues, icons.
Multicultural Creative Facts• Brand reputation and value proposition trump all other
factors.• Brand positioning must not waiver.• Being in multicultural media is the most respectful cultural
message there is.• Multicultural consumers are global consumers – they’re
used to world class advertising and marketing messaging.• Cultural cues and icons must be used sparingly to avoid
look-alike marketing and falling into the "Nostalgia Trap."
56© 2015 Gravity Media, LLC
CaesarsEntertainment
57© 2015 Gravity Media, LLC
2012 Strategic Successes
GEO-CONCENTRATION
MARKET CONCENTRATION
BRAND ADHERANCE
58© 2015 Gravity Media, LLC
2013 Strategic Successes
21ST CENTURY MEDIA MIX
HISPANIC; ADDED HARRAH’S RINCON
30% MORE MEDIA + 40% MORE DIRECT MARKETING + 20% MORE
ON SITE EXECUTIONS
59© 2015 Gravity Media, LLC
2013-14 Achievements
Launched first mobile ad campaign for Caesars Entertainment
Development & launch of CaesarsEntertainment.cn.
2013 Silver Davey Award winner for Lunar New Year ad campaign.
703Total number of Asian direct mail and marketing projects completed in 2013 nationally for Caesars Entertainment.
Created (:15) TV for ACM in Mandarin and Cantonese Produced (;60) Caesars
“Resplendence” TV spot in Cantonese, Mandarin, Vietnamese & English to strategically position Caesars Palace as the gateway to all the CET properties in Las Vegas.
212Total number of Asian advertising executions generated nationwide for Caesars Entertainment in Mandarin, Cantonese, Vietnamese and Korean.
2xRate at which Asian THEO growth has over General Market for Caesars Entertainment.
Impressions generated from the 8 media tours & the “Culinary Battles” events program.
70.4 MM
60© 2015 Gravity Media, LLC
2013-14 Achievements
61© 2015 Gravity Media, LLC
2013-14 Achievements
62© 2015 Gravity Media, LLC
2013-14 Achievements
63© 2015 Gravity Media, LLC
Beyond Chinese
64© 2015 Gravity Media, LLC
Other Asian Segments To Consider
3rd largest Asian sub-segment and skews slightly older (median 40.3).
Proficient in English, but prefers Tagalog.
Cornerstone of healthcare industry.
Filipinos4th largest Asian sub-segment; has largest household size (3.53).
Beginning to disperse beyond traditional gateways of CA, TX and LA.
Sending sons to Catholic church.
Vietnamese5th largest Asian sub-segment, also the most entrepreneurial.
Arrive highly educated, but lacks English skills.
2nd generation more clannish than other groups.
KoreanSouth AsiansMost educated and affluent of all American consumers.
Integral to ecosystem in CA, NY/NJ & DC. Immigrating at rapid pace.
Influence in healthcare, hospitality & tech.
65© 2015 Gravity Media, LLC
Getting Started
1. Evaluate Market Size and Potential• Internal metrics• Secondary data
2. Evaluate Internal Organization• Distribution method• Sales and marketing organization
3. Consumer research• Benchmarking• Preference• Qualitative factors
4. Creative and Media Development
5. Play to Win• Create tests designed to win not "toe dipping"
66© 2015 Gravity Media, LLC
Thank you.