Key Consumer Insights for Asian American and Pacific Islander Heritage Month

May is Asian American and Pacific Islander Heritage Month, a time to appreciate the history and modern-day impact of this diverse demographic in American society. From retail to finance and everything in between, Asian Americans have a strong presence in the U.S., making up around 7% of the nation’s population and growing. Read on for some interesting and unique insights into Asian American consumers from the CivicScience InsightStore™, collecting more than 4 million responses from Americans daily.

All consumer insights are derived from comparisons of respondents who identified their race or ethnicity as Asian American and/or Native Hawaiian/Pacific Islander alone or as part of a multiracial background, and those who did not. The term “AAPI” is used throughout to describe this segment of respondents.

1. With less student loan and more mortgage debt, the AAPI experience of debt is unique. 

In the world of personal finances, AAPI consumers are less likely to have student loans and auto loans than non-AAPI consumers. However, they’re nearly equally as likely to have home equity and credit card debt, and more likely to have mortgage debt. That said, their outlook on the future of their debt is relatively on par with Americans of other demographics, with 21% expecting to acquire more debt in the next six months and 42% expecting less.  

Chase is the credit card of choice for AAPI consumers, with 39% of respondents indicating they have a card with Chase, versus just 24% of non-AAPI individuals.

Weigh In: How comfortable are you with your current level of debt?

2. AAPI adults in the U.S. prefer Instagram. 

As the data show, they’re six percentage points more likely than non-AAPI adults to prefer Instagram over Facebook and most other social media platforms. AAPI social media users are also more favorable of WhatsApp and LinkedIn. Conversely, they’re less likely than non-AAPI Americans to use TikTok, and among those who follow social media influencers, more likely to purchase an influencer-endorsed product online. Marketers looking to reach AAPI audiences would do well to target their approach to the platforms and influencers drawing the most interest.

3. Health and fitness are important to over half of AAPI Americans. 

The data show that AAPI adults in the U.S. exercise more often – 75% work out at least several times a month, compared to 61% of non-AAPI adults. They are also six percentage points more likely to frequent the gym on a weekly basis, as well as six percentage points more likely to own or have access to at-home gym equipment. So whether at home or out and about, they’re never too far from a workout.

Additionally, a little over half of Asian American adults say that health and fitness activities are important to them, a full 10 points higher than non-AAPI adults.

4. AAPI Americans are less stressed, but also experience less job satisfaction. 

In terms of well-being, AAPI U.S. adults report less stress on a weekly basis than their non-AAPI counterparts. However, they’re also somewhat less happy in their jobs – 71% of AAPI respondents are happy as compared to 75% of non-AAPI respondents. 

It’s also worth noting that among AAPI adults, women make up a larger percentage of fully remote workers (62%) than among non-AAPI workers (54%). This is worth noting, given the lower job satisfaction expressed by remote workers and the equality and equity concerns that women continue to feel in the workplace.

5. Two-thirds of AAPI Americans adjust their lifestyle for the environment. 

CivicScience data reveal that although AAPI individuals report less strong concern about climate change and the environment overall, they are more likely than non-AAPI individuals to adjust their lifestyle to help out environmental causes. 

They’re also more concerned about a company’s “social consciousness and overall kindness,” with 77% indicating this as an important consideration when shopping, versus 74% of non-AAPI who say the same.  

Join the Conversation: Do you make lifestyle choices that you believe will help the environment?

Personal finance experience, social media, health and fitness, job satisfaction, and environmental concern are just a few key areas where AAPI consumers stand out. However, the Asian American population of the U.S. cannot be defined by a single collective experience – background, age, gender, and political leaning are just some demographic aspects that differentiate this diverse population of Americans, with roots in more than 20 countries in East and Southeast Asia, the Indian subcontinent, the Hawaiian Islands, and the Pacific Islands. For even deeper insights available in the CivicScience InsightStore™, get in touch.