• Voting Patterns: Since 2000 is a presidential election year, the survey included several political questions and found that 46% are registered voters and that 84% of registered voters plan to vote in the upcoming election. Al Gore is the widely preferred presidential candidate, with 35% of respondents saying they intend to vote for Gore.
• Computers Ownership/Internet Usage: Computer ownership is high with 78 percent of Chinese households having a computer. IBM, Compaq, HP, Dell and Apple are the top brands. Chinese-American Internet usage rose from 58 percent in the 1999 study to 66 percent. AOL has the dominant share of Chinese Internet users with a 25 percent share. Yahoo is the favorite Web site. Dial up 56K modem is the most prevalent Internet connection. 43 percent of Chinese-American households have purchased items online, mostly from Amazon.com and Yahoo. About one-third browse through Internet ads.
• Online Brokerage Houses: 28 percent of Chinese households trade stocks/mutual funds online with Charles Schwab at 33 percent of the market and E-Trade at 23 percent. The number of households trading online increased by 6 percent from 1999 - 2000.
• Future Home Purchases: One out of ten Chinese households (11 percent) are planning to purchase a home within the next 12 months.
• Furniture Store Patronage: A quarter of Chinese households (24 percent) purchased furniture in the past 12 months. Levitz, IKEA and Macy's were the most popular stores.
• Banking: Bank of America has the largest share of Chinese bank customers with 40 percent of the market. Wells Fargo, American Savings and Washington Mutual are the only banks with a larger than 5 percent market share.
• Telecommunications: 67 percent of households make international calls monthly, placing an average of 4.1 calls. A third use 10-10 numbers. AT&T has a dominant share of the Chinese residential market.
• Las Vegas Visiting Habits: Almost half of households (44 percent) visited Las Vegas in the past year. MGM Grand, Hilton, Circus Circus and Bellagio are the most popular hotels among Chinese-Americans.

The survey covered over 25 categories of consumer preferences.
This year's survey again shows that Chinese-American consumers are looking for what all consumers want - service, value and convenience. The survey demonstrates that those companies who tapped this market early have ended up with its largest share. It also shows that companies in product categories that have not yet reached the Chinese audience have an immediate opportunity to gain a share of the market.

For more information, contact Michael Sherman, 415-468-2626, msherman@ktsftv.com.