Market Study: Filipino American Consumers
Second largest Asian American group with a population of 1,864,120.
About 1.68 million Asians reported more then one Asian group or race in Census 2000 and are not included in these numbers. Actual number of Filipinos would thus be more.
Population growth rates of 30.3% from 1990 to 2000 and 81.6% from 1980 to 1990.
Comprise for 18.30% of the Asian American population and 0.66% of the US population.
Leading States
CA (918,678)
HI (170,635)
IL (86,298)
NJ (85,245)
NY (81,681)
Geographical Distribution
Filipino Americans tend to settle in a more dispersed fashion, settling down in communities across the country without a need for establishing ties with other Filipino Americans in a locality.
Little Manilas
Filipino community enclaves in the US known as Little Manila (or Manilatowns, or Filipinotowns) could be found in Daly City near San Francisco and in Carson and West Covina near Los Angeles. In major cities, only San Francisco's South of Market and Excelsior districts contain a significant Filipino population. Historic Little Manilas exist in Los Angeles and Stockton, California.
Education
39% (25 years and over) have a bachelor’s degree or higher. Median education level of 13%.
Highly educated community commonly found in nursing and medical professions.
About 37% in technical, sales, administrative jobs; 27% in managerial and professional jobs and 17% in service jobs.
Economics
As a result of the level of education Filipino Americans have, most Filipino Americans are now in the middle class, and the community enjoys substantial economic well-being. This is especially true for those working in nursing where the United States suffers a deficiency in skilled labor.
Financial Indicators
Estimated annual buying power of $15 billion.
Annual Median Income of $46,698.
Per capita Income of $19,259.
62% of households have annual income of over $35,000.
Acculturation
Because of the presence of American culture in the Philippines the community does not goes through a culture shock after moving to United States. The ease of integration and assimilation of Filipino Americans into the American society has gained them the label of an "Invisible Minority."
Language
Though most Filipinos speak English fluently, they also speak Tagalog, Visayan, Taglish, and Ilokano at home. The fluency in Tagalog and various Filipino languages tends to be lost among second- and third- generation Filipino Americans as they get acculturated into mainstream American society.
Religion
Unlike most other Asian Americans, Filipino Americans largely share mainstream American religious beliefs and values. Filipino Americans tend to be devout in their faith traditions: attending church services every Sunday, reading the Bible, reciting the rosary and donating to Catholic charities.
Society
Filipino Americans are extremely hospitable in nature and are fond of celebrating with families, extended families and friends. Family celebrations often extend to become neighborhood block parties.
Festivals
Most Filipino festivals occur in May during Asian Pacific American Heritage Month and Flores de Mayo, a Roman Catholic harvest feast in honor of the Blessed Virgin Mary.
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