Vietnamese Consumers in
the Bay Area

Here are some facts about Vietnamese adults (18 years and older) living in the Bay Area:

GENERAL

• 53% are under age 35.
• 40% have moved to the Bay Area since 1990.
• 50% are married.
• 61% hold full-time jobs.
• 14% hold part-time jobs.
• 50% shop at supermarkets at least once a week.
• 64% shop at Asian stores or supermarkets at least once a week.
• The average adult eats out three times per month.
• The average adult spends $110 per month on long distance calls (compared to $59 for the total population).

FINANCE

• 63% have checking accounts.
• 43% have savings accounts.
• 43% own a general-purpose credit card.
• 60% conduct bank transactions with an ATM card.

TECHNOLOGY

• 45% of all employed Vietnamese work in high tech (many in electronic assembly).
• 58% have Internet access.
• 84% own VCRs.
• 51% have Cable TV.

ENGLISH/VIETNAMESE LITERACY

• 75% have high reading fluency in Vietnamese.
• 47% have high reading fluency in English.
• 36% are good or excellent in both languages.
• 39% are good or excellent in Vietnamese, poor or fair in English.
• 11% are good or excellent in English, poor or fair in Vietnamese.
• 14% are poor or fair in English and Vietnamese.

Sources: 2000 Pacific Opinions; 1997 Hispanic & Asian Marketing Communications Research