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ASIANICITY™ Storyboards ASIANICITY™ SEGMENTS ASIANICITY™ Claritas’ Acculturation CultureCodes® provide geo-demographic, economic and behavioral segmentation through an analytical RESULT = Unprecedented level of framework expressed as data on people, households, media and detail that enables marketers to shopping patterns. understand the dynamics of the “ASIANICITY” is a CultureCode consumer segmentation system for the Asian population that lets you segment by country-of-origin, life diverse American consumer stage, socioeconomic strata and a variety of shopping and media behaviors.

Adoption of mainstream Retention of values and society’s values and beliefs beliefs from one’s own culture

Bilingual/Bicultural

ACCULTURATED UNACCULTURATED 38% 12% 19% 18% 13% Very Westernized Bi-Cultural Westernized Bi-Cultural Bi-Cultural Easternized Very Asian Identity AA1 AA2 AA3 AA4 AA5 English dominant; Born in English preferred (some Bi-Lingual (equal or nearly); Asian language preferred Asian language dominant U.S.; 3rd+ generation. Few home language); Born in Immigrant as child or young (some English); Immigrant (nearly no English); Recent Asian cultural practices U.S.; 2nd generation. adult. Many Asian cultural as adult; in U.S. 10+ years. immigrant as adult (less than Some Asian cultural practices Pre-dominant Asian 10 years ago). Primarily practices; some “retro- cultural practices Asian cultural practices. acculturate” Identify with home country more than U.S.

Copyright ©2020 Claritas, LLC. Confidential and proprietary. ASIANICITY™ Segments ASIANICITY™ SEGMENTS AA1 - Very Westernized AA1 Acculturation Traits OF U.S. ASIAN English Dominant 38% POPULATION Born in U.S.; 3rd+ generation Few Asian cultural practices

DEMOGRAPHICS MEDIA CONSUMPTION LIFESTYLE

POPULATION BY AGE • NBA team sites were the top internet sites • Likely to buy organic foods and drive less/use 18-24 21% visited in the past 30 days alternative transportation 25-34 24% • Comedies and Sports programs were the • When online, most AA1’s take college courses, highest indexing TV programs watched 35-44 23% 53% scan QR codes, and watch live sports 45-54 13% Married • Viceland and E! were the highest indexing TV • Most frequently purchased items on the internet networks watched were groceries, insurance and consumer 55-64 9% electronics 65+ 10% • Most likely to use the internet service provider Xfinity/Comcast and Cox PRESENCE OF CHILDREN 13% FINANCIAL • Most likely to use T-Mobile and AT&T as their Age under 2 31% wireless/cell phone carrier Age 2 - 5 Age 6 - 11 28% • Likely to have a money market account, mobile • Likely to eat at Jack in the Box for lunch and Age 12 - 17 banking, and refinanced home mortgage Smoothie King for dinner • Likely to do their primary banking for the • Shopped at Costco and Whole Foods for 28% household at CitiBank or Chase groceries in the past week • Likely to have auto insurance with AAA Insurance • Imported beers consumed most often were HOUSEHOLD INCOME and GEICO. Likely to have homeowners/renters Stella Artois and Heineken 20% insurance with AAA Insurance • Domestic regular beers consumed most often 34% Less than $35,000 $35,000 - $49,999 were Goose Island and Coors Original (Banquet) 16% $50,000 - $74,999 TECH USAGE • Domestic light beer consumed most often was $75,000 - $99,999 Bud Light Platinum $100,000 - $249,999 15% 15% No-Tech Low-Tech Mid-Tech High-Tech

Sources: Nielsen Scarborough 2018, Claritas 2019

Copyright ©2020 Claritas, LLC. Confidential and proprietary. ASIANICITY™ SEGMENTS AA2 – Bi-Cultural Westernized AA2 Acculturation Traits OF U.S. ASIAN English preferred (some home language) 12% POPULATION Born in U.S.; 2nd generation Some Asian cultural practices; often, “retro-acculturate”

DEMOGRAPHICS MEDIA CONSUMPTION LIFESTYLE

POPULATION BY AGE • LivingSocial and Angie’s List were the top • Likely to drive less/use alternative transportation 18-24 21% internet sites visited in the past 30 days and buy organic foods 25-34 20% • Documentaries and food/cooking shows were • When online, most AA2’s take college courses, the highest indexing TV programs watched 35-44 17% 51% submit consumer reviews and watching free TV • MTV2 was the highest indexing TV network programs 45-54 18% Married watched • Most frequently purchased items on the internet 55-64 11% were insurance and airline tickets 65+ 14% • Most likely to use the internet service providers PRESENCE OF CHILDREN 7% Verizon Fios and Cox Age under 2 FINANCIAL • Most likely to use T-Mobile and Sprint as their 20% Age 2 - 5 40% wireless/cell phone carrier Age 6 - 11 • Likely to have a money market account, • Likely to eat at Jimmy John’s for dinner Age 12 - 17 refinanced home mortgage and home mortgage • Shopped at Trader Joe’s and Whole Foods for • Likely to do their primary banking for the groceries in the past week 33% household at CitiBank or Chase • Imported beer consumed most often was Beck’s • Likely to have auto insurance with AAA Insurance • Domestic regular consumed drank most often HOUSEHOLD INCOME and GEICO. Likely to have homeowners/renters were Goose Island and Budweiser 21% insurance with Nationwide and AAA Insurance 30% Less than $35,000 • Domestic light beer consumed most often was $35,000 - $49,999 Bud Light Lime $50,000 - $74,999 TECH USAGE 17% $75,000 - $99,999 17% $100,000 - $249,999 15% No-Tech Low-Tech Mid-Tech High-Tech Sources: Nielsen Scarborough 2018, Claritas 2019

Copyright ©2020 Claritas, LLC. Confidential and proprietary. ASIANICITY™ SEGMENTS AA3 – Bi-Culturals AA3 Acculturation Traits OF U.S. ASIAN Bi-Lingual (equal or nearly) 19% POPULATION Immigrant as child or young adult Many Asian cultural practices

DEMOGRAPHICS MEDIA CONSUMPTION LIFESTYLE

POPULATION BY AGE • Likely to pay more for eco-friendly products and • LivingSocial and LinkedIn were the top internet services and drive less/use alternative 18-24 23% sites visited in the past 30 days transportation 25-34 30% • Comedies were the highest indexing TV • When online, most AA3’s take college courses, 35-44 23% programs watched reading financial information and blogs, as well 45-54 11% 52% Married • Viceland and E! were the highest indexing TV as watch live sports and movies 55-64 7% networks watched • Most frequently purchased items on the internet 65+ 7% were consumer electronics and computer hardware/software PRESENCE OF CHILDREN 12% • Most likely to use the internet service provider Age under 2 26% FINANCIAL XFINITY/Comcast and Verizon FiOS Age 2 - 5 • Most likely to use T-Mobile and Cricket as their Age 6 - 11 27% wireless/cell phone carrier Age 12 - 17 • Likely to have credit cards and mobile banking • Likely to eat at Chipotle and Starbucks • Likely to do their primary banking for the 35% household at CitiBank and Bank of America • Shopped at Costco and Trader Joe’s for groceries in the past week • Likely to have auto insurance with AAA HOUSEHOLD INCOME Insurance, GEICO and Allstate. Likely to have • Imported beer consumed most often was Labatt 19% homeowners/renters insurance with Farmers Blue 31% Less than $35,000 Insurance Group, AAA Insurance and GEICO • Domestic regular beer consumed most often was $35,000 - $49,999 15% Blue Moon $50,000 - $74,999 TECH USAGE • Domestic light beer consumed most often was $75,000 - $99,999 Natural Light 20% 15% $100,000 - $249,999

No-Tech Low-Tech Mid-Tech High-Tech Sources: Nielsen Scarborough 2018, Claritas 2019

Copyright ©2020 Claritas, LLC. Confidential and proprietary. ASIANICITY™ SEGMENTS AA4 – Bi-Cultural Easternized AA4 Acculturation Traits OF U.S. ASIAN Asian language preferred (some English) 18% POPULATION Immigrant as adult; in U.S. 10+ years Pre-dominant Asian cultural practices

DEMOGRAPHICS MEDIA CONSUMPTION LIFESTYLE

POPULATION BY AGE • LinkedIn and MLS Soccer were the top internet • Likely to buy organic foods and pays more for 18-24 17% sites visited in the past 30 days eco-friendly products and services 25-34 33% • Comedies were the highest indexing TV • When online, most AA4’s take college courses, 35-44 27% programs watched for this segment watch live sports, movies, and free TV programs 58% 45-54 16% • Comedy Central was the highest indexing TV • Items bought on the internet in the past 12 55-64 5% Married network watched months were consumer electronics and 65+ 3% furniture/home furnishings • Most likely to use the internet service provider XFINITY/Comcast and Version FiOS PRESENCE OF CHILDREN 18% 23% • Most likely to use T-Mobile and Virgin Mobile as Age under 2 FINANCIAL their wireless/cell phone carriers Age 2 - 5 Age 6 - 11 • Likely to eat at Cold Stone Creamery, Dunkin’, • Likely to have student loans and mobile banking Age 12 - 17 31% Chipotle and White Castle 28% • Likely to do their primary banking for the • Shopped at Safeway and Costco for groceries in household at CitiBank and Internet Bank the past week • Likely to have auto insurance with GEICO and • Imported beer consumed most often was Dos HOUSEHOLD INCOME Allstate. Likely to have homeowners/renters Equis 23% insurance with GEICO 31% Less than $35,000 • Domestic regular beers consumed most often $35,000 - $49,999 were Shock Top and Goose Island $50,000 - $74,999 • Domestic light beer consumed most often was Bud Light 18% $75,000 - $99,999 TECH USAGE 14% $100,000 - $249,999 14%

Sources: Nielsen Scarborough 2018, Claritas 2019 No-Tech Low-Tech Mid-Tech High-Tech

Copyright ©2020 Claritas, LLC. Confidential and proprietary. ASIANICITY™ SEGMENTS AA5 – Very Asian Identity AA5 Acculturation Traits OF U.S. ASIAN Asian language Dominant (nearly no English) 13% POPULATION Recent immigrant as adult (less than 10 years ago) Primarily Asian cultural practices

DEMOGRAPHICS MEDIA CONSUMPTION LIFESTYLE

POPULATION BY AGE • RetailMeNot and Groupon were the top internet • Likely to pay more for eco-friendly products and 18-24 27% sites visited in the past 30 days services and drive less/use alternative 25-34 48% • Comedies and science fiction were the highest transportation 35-44 13% indexing TV programs watched for this segment • When online, most AA5’s read blogs, take 45-54 8% 53% • Bravo and E! were the highest indexing TV college courses, and listen to and download 55-64 3% Married Networks watched on TV podcasts and music 65+ 1% • Most frequently purchased items on the internet were insurance and computer hardware/software • Most likely to use the internet service providers PRESENCE OF CHILDREN 15% Age under 2 XFINITY/Comcast and Spectrum Age 2 - 5 FINANCIAL 43% • Most likely to use T-Mobile and AT&T as their Age 6 - 11 16% Wireless/cell phone carriers Age 12 - 17 • Likely to have money market account and • Likely to eat at Chipotle, Church’s Chicken, mobile banking Auntie Anne’s and Boston Market 26% • Likely to do their primary banking for the • Shopped at Trader Joe’s and Costco in the past household at Bank of America and Internet Bank week for groceries HOUSEHOLD INCOME • Likely to have auto insurance with GEICO and • Domestic light beer consumed most often was 27% 30% Less than $35,000 USAA. Likely to have homeowners/renters Sam Adams Light insurance with Progressive $35,000 - $49,999 • Domestic regular beer consumed most often was $50,000 - $74,999 Goose Island • Imported beer consumed most often was 17% $75,000 - $99,999 TECH USAGE 13% Heineken $100,000 - $249,999 13%

Sources: Nielsen Scarborough 2018, Claritas 2019 No-Tech Low-Tech Mid-Tech High-Tech

The Index values that we use in the following section are measures indicating whether a characteristic is over/underrepresented in a population group. '100' indicates that it is equal to the national average, '50' indicates half the national average, and '200' is twice the national average. ASIANICITY™ SEGMENTS

ASIANICITY Segments By Lifestyle In terms of lifestyle, Asians of all acculturations prefer to visit coffee shops, especially those who are less acculturated. Asians who are more accultured tend to prefer Chinese restaurants. When looking at events attended in the past 12 months, Asians who are less acculturated tend to prefer music concerts and theme parks, while Asians who are more acculturated tend to prefer attending the symphony or opera.

Asianicity and Types of Restaurants Asianicity and Events Attended Visited in the Past 30 days in the Past 12 Months 200 180 180 160 160 140 140 120 120 100 100 Index 80 Index 80 60 60 40 40

20 20

0 0 Chinese Coffee Italian Mexican Pizza Seafood Sports Shop Bar

AA1 AA2 AA3 AA4 AA5

Sources: Nielsen Scarborough 2018, Claritas 2019

ASIANICITY Segments & Television Preferences In terms of television programs typically watched, the less acculturated AA4 and AA5 tend to prefer comedies and science fiction programs. The more accultured tend to prefer either cooking shows or sports programs. In terms of broadcast TV stations watched over the past 7 days, Asians in general prefer CNN. The more accultured AA1 and AA2 prefer to watch CNN and MSNBC and the Bi-cultural Asians tend to prefer CNBC.

Asianicity and TV Programs Asianicity and Broadcast TV Stations Typically Watched Watched in the Past 7 days 140 160

120 140 120 100 100 80 80

Index 60 Index 60 40 40

20 20

0 0 Comedies Documentaries Cooking Shows Science Fiction Sports ABC CBS FOX NBC CNBC CNN MSNBC

AA1 AA2 AA3 AA4 AA5 AA1 AA2 AA3 AA4 AA5

Sources: Nielsen Scarborough 2018, Claritas 2019

ASIANICITY Segments & Cable Networks/Stations Watched (I) When we look at the A&E Network Channels, Viceland is the most watched channel by Asians. When looking at the Discovery Network Channels, the Food Network is the most watched by Asians, and when we look at acculturation, we see that the more acculturated tend to prefer Animal Planet, the Cooking Channel and the Discovery Channel. The less acculturated tend to prefer watching the Food Network, HGTV and TLC.

Asianicity and A&E Network Channels Asianicity and Discovery Network Channels Watched in the Past 7 Days Watched in the Past 7 Days 250 120

200 100

80 150

60 Index Index 100 40

50 20

0 0 A&E Lifetime Viceland Animal Cooking Discovery Food HGTV TLC Planet Channel Channel Network AA1 AA2 AA3 AA4 AA5

AA1 AA2 AA3 AA4 AA5 Sources: Nielsen Scarborough 2018, Claritas 2019

ASIANICITY Segments & Cable Networks/Stations Watched (II) Not only do we see that Asians prefer to watch Comedy Central, we see that less acculturated Asians who are AA4 and AA5 prefer watching Comedy Central to an even greater degree. Out of all acculturations, AA4 prefer to watch MTV2, and AA5 prefer to watch VH1. When looking at other cable networks and stations, AA5 indexed highest for E! and AA1 indexed highest for USA.

Asianicity and Viacom CBS Cable Channels Asianicity and Other Cable Network/Stations Watched in the Past 7 Days Watched in the Past 7 Days 120 140

120 100

100 80

80 60 Index Index 60

40 40

20 20

0 0 AA1 AA2 AA3 AA4 AA5 AA1 AA2 AA3 AA4 AA5

Comedy Central TV Land MTV MTV2 VH1 Bravo E! USA

Sources: Nielsen Scarborough 2018, Claritas 2019

ASIANICITY Segments By Grocery Stores Visited As illustrated below, the top grocery store for AA1 and AA3 was Costco. Trader Joe’s was the highest indexing grocery store for both AA2 and AA5 and was the second highest indexing grocery store for AA3. AA2 also preferred BJ’s Wholesale Club and Whole Foods. The highest indexing grocery store for AA4 was Safeway.

Asianicity and the Grocery Stores Where Most Groceries Were Bought

350

300

250

200

Index 150

100

Sources: Nielsen Scarborough 2018, Claritas 2019 AA1 AA2 AA3 AA4 AA5 (Index)

ASIANICITY Segments By Major Department Stores Visited As illustrated below, the top 3 department stores for all Asians of any acculturation were Amazon, Best Buy and Target. When looking at upscale/luxury department stores, we see that Bloomingdale’s was the top indexing store for AA1 through AA4 and the top indexing upscale/luxury store for AA5 was Neiman Marcus. When looking at off-price department stores, we see that the top indexing store for all Asians of any acculturation was Nordstrom Rack.

Asianicity and Upscale/Luxury Department Stores Shopped in the Past 3 Months Asianicity and Major Department Stores Shopped in the Past 3 Months 400 300 160 200 Index 140 100 0 120 AA1 AA2 AA3 AA4 AA5

100 Bloomingdale's Macy's Neiman Marcus Nordstrom Saks Fifth Avenue 80 Index Asianicity and Major Off-Price Department 60 Stores Shopped in the Past 3 Months 300 40 200 20 Index 100

0 0 AA1 AA2 AA3 AA4 AA5 AA1 AA2 AA3 AA4 AA5

Amazon Best Buy JCPenney Kmart Target Walmart Marshalls Nordstrom Rack Ross Dress For Less TJ Maxx Burlington Kohl's HomeGoods Sources: Nielsen Scarborough 2018, Claritas 2019

Copyright ©2020 Claritas, LLC. Confidential and proprietary. About Claritas ™ Claritas' closed-loop suite of solutions help ASIANICITY companies Identify their best customers, Deliver communications to those customers when and Key Benefits where they engage across channels and Optimize those engagements via measurement to analyze Data from our American Marketscape Datastream performance enabling us to predict who and where (AMDS) can be applied to a wide variety of our client’s best audiences will be tomorrow. situations and challenges. Some of the applications are listed below. Our tools and data define who your best customers are, how they behave, and how to connect with • Segment your customers and prospects by Asianicity them. With powerful original research, trusted data to more effectively tailor messages and provide partnerships, and an expert analytics team, we optimal products and services in language and provide the why behind the buy that is the key to culture. selling smarter and winning bigger. • Create consumer profiles by Asianicity segment to reach high value customers and prospects • Drive marketing efficiencies and reach for direct mail and media planning. • Benchmark your progress towards engaging Asians Targeting the New American from distinct subgroups. Mainstream To capture multicultural growth opportunities, you To learn more about how to find and win must first understand them: their likes, dislikes, preferences, behaviors, etc. These insights let you your next multicultural consumer, visit create personas, tailor messages and promotions www.claritas.com or call 800.234.5973 specific to their wants and needs. Marketers leverage Claritas’ deep understanding of multicultural segments, using tools, such as CultureCodes across local, national and digital markets for smarter targeting, smarter planning and smarter buying to help drive bigger profits.