KTSF is The Leading Source of Local News and Programming for Asians, and KTSF is Also the Leading Source of Research on Asian-American Consumer Habits

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2.2 Million Asian-Americans represent 30% of the San Francisco-Oakland-San Jose-Silicon Valley Television Market. KTSF Local News and Programming serves Asian-Americans in the San Francisco Bay Area through Free OTA Broadcast, Cable, Satellite, and Free Streaming via iOS, Android, AppleTV, Roku, Amazon FireTV, and Google Chromecast. We also provide free streaming services across California and throughout the United States and Canada through the free VUit App covering more than 20 Million Asian-Americans and Asian-Canadians. All Streaming Apps are free to download and free to watch.

KTSF contracts with Nielsen Media Research for daily audience reports (365 days a year) for all our programming on Broadcast, Cable, and Satellite. Our 7-day a week Live, Local Chinese Newscasts often draw larger audiences than the English-language local newscasts on the ABC, CBS, NBC, and Fox affiliates in the San Francisco-Oakland-San Jose-Silicon Valley Television Market.

Track the Latest Trends in the Asian Consumer Market

KTSF also contracts with Scarborough Research for the latest information on Asian-American consumers in the San Francisco-Oakland-San Jose-Silicon Valley Television Market. The most recent data on Asian-American consumers in the Bay Area:

  • Average HH Income for Asian HHs in the Bay Area: $140,312, which is 40% higher than non-Asian HHs
  • Asian spending power in the Bay Area is 85% higher than the total spending power of Hispanics and Blacks combined
  • There are more San Francisco Bay Area Asian HHs with annual incomes above $100,000 than either Los Angeles or New York
  • Because Asians are younger, more Asians are employed full time (63.7%) compared to non-Asians (45.5%)
  • Only 7.2% of Asians are retired, compared with 23.4% of non-Asians
  • Asians take their finances seriously. Compared to non-Asians, Asians in the Bay Area are:
    • 24% More Likely to have Credit Cards
    • 38% More Likely to use Mobile Banking Services
    • 20% More Likely to use Online Banking Services
    • 14% More Likely to have a Home Mortgage
    • 19% More Likely to have Refinanced their Home Mortgage in the Past Year
    • 149% More Likely to have Personal Loans
    • 48% More Likely to have a 401K
    • 45% More Likely to have Stocks or Stock Options
    • 37% More Likely to have a 529 College Savings Plan
  • The Top Banks for Bay Area Asians are Chase, Bank of America, Wells Fargo, Citibank, and Charles Schwab
  • 151,164 Bay Area Asians either own a small business or are self-employed
  • Bay Area Asian HHs are 84% more likely than non-Asian HHs to have plans to purchase a new vehicle in the next 12 months. Asian HHs represent 36% of the New Vehicle Market in the Bay Area
  • Bay Area Asian HHs are more than twice as likely than non-Asian HHs to purchase electric or hybrid vehicles, and 50% more likely to purchase SUVs
  • The top 10 Automotive Brands for Bay Area Asians are (in order) Toyota, Honda, Chevrolet, Lexus, Ford, Nissan, Subaru, Acura, Volkswagen, and BMW
  • Bay Area Asians are overrepresented in the region’s top companies. Compared to non-Asians, Asians are 36% more likely to have Management, Business, and Financial jobs, and 146% more likely to work in Computer, Engineering, and Science occupations
  • Bay Area Asians are educated. 68% of Bay Area Asians are College Graduates or Higher, compared to just 42.9% for all consumers in the Bay Area
  • Bay Area Asians represent 38% of Bay Area visitors to Theme Parks
  • Bay Area Asians are 35% More Likely than the total population to plan Theme Park Vacations, and 43% more likely to plan All-Inclusive resort vacations in the next year
  • Asians love to travel: Bay Area Asians are 43% more likely to have visited Hawaii in the past year, 25% more likely to have visited France, 58% more likely to have visited Orlando, and 186% more likely to have visited China
  • Asians are 25% more likely to have taken a domestic Air round trip in the United States, and 45% more likely to have taken any trip outside the Continental United States compared to non-Asians
  • Bay Area Asians are 28% more likely to have plans for a cruise compared to non-Asians, and are 57% more likely to sign up for an escorted tour/tour group, and 41% more likely to choose an adventure vacation (hiking, diving, etc.)
  • Quality brands appeal greatly to Asian consumers. Asians are 16% more likely to say brands are the best indicator of quality. 2 in 3 Asian Americans are willing to pay more for quality, and 35% more likely to switch brands for variety and novelty.

Other Categories of Bay Area Asian Consumer Information

  • Auto Repairs / Service / Stores
  • Vehicles Bought New /Used / Dealership Used
  • Digital & Internet / Apps / Amount Spent Online by Category / Devices Owned
  • Investments Have
  • Financial Services Have / Use
  • Primary Banks and Credit Unions
  • Professional Services Used Past 12 Months
  • Beverages Drink Past 7 Days / Most Often
  • Food and Grocery
  • Healthcare
  • Home Improvement
  • Home Shopping
  • Asian LGBTQ Consumers
  • Lifestyle
  • Retail / Stores / Amount Spent
  • Restaurants and Quick Service Restaurants / Frequency / Brand / Type
  • Sports Activities / Sports Teams
  • Telecom and Mobile
  • Transportation (Drive, On-Demand Car Service, Public Transportation, Walking)
  • Travel / Domestic / International / Hotels / Rental Cars / Frequency / Destinations / Airlines / Cruiselines
  • Voting / Political / Party Affiliation / Registered to Vote