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KTSF: The Leading Source of Research on Asian-American Consumer Habits

KTSF not only serves the Asian-American market but we survey it as well. Since 1986 KTSF has commissioned independent research organizations to survey the Bay Area's 1,400,000 Asian Americans. Companies conducting research studies on behalf of KTSF include SRI/Gallup and Interviewing Service of America (ISA). No company knows more about the Asian market than KTSF Television.  We are dedicated to help you:

Track the latest trends in Asian market

The most recent study (August 2005) was conducted for KTSF by ISA and produced some of the following research results on Chinese American consumers in the Bay Area:

  • Banking:
    Bank of America continues to have the largest share of Chinese bank customers with a 45% share indicated in the 2005 study. Wells Fargo at 16% (up from 12% in the 2004 study) and Washington Mutual at 15% follow as major players in Chinese market share.

  • New Car Purchases:
    21% of Chinese households expect to purchase or lease a new automobile within the next 12 months.

  • Fast Food:
    McDonald's is the dominant fast food destination (43%), with Burger King (11%) and KFC (8%) a distinct second and third.

  • Telecommunication:
    The 2005 study shows that cell phones have a high penetration among Chinese consumers. Nearly 90% of Chinese households have at least one cell phone, with 65% owning two or more.

Reach a broad range of information consistently

KTSF has continued to conduct in-language consumer studies on a yearly basis and now, with 20 years of research history behind us, we have a wealth of information available. Over this time we have asked hundreds of questions about a wide variety of products and services.

Some of the categories our study included are:

  • Home furnishings

  • Bank / Financial services

  • Home purchasing plans

  • Cellular phones

  • Political issues

  • Movies

  • Cable / Satellite TV subscriptions

  • Auto ownership / purchase plans

  • Fast food restaurants

  • Brand preference

  • Department stores

  • Life insurance

  • International air travel

  • Las Vegas visiting habits

  • Electronic purchases

Tap into Asian Market resourcefully

The one overwhelming theme we have seen is that Asian consumers respond to companies who aggressively reach out to them with in-language advertising and related community efforts. The insights gained from these studies help shape the way U.S. companies reach the Asian American market.

Go to Our research database to review topics we covered since 1986