Compared to other ethnic markets in the USA,  Asian American markets present  profitable opportunities and unique challenges. A majority of Asian Americans still connect with the values and buying habits of their own ethnic groups and prefer to read material in their own native languages. This is a profitable market to target because studies have shown that Asian Americans:

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Have the highest median household income Tend to be younger in age Reach a higher level of education Have larger average household Are more comfortable with technology Have larger percentage of business ownership