South Asian Americans are a market not to be overlooked. The average affluence level of South Asian Americans is higher than almost every other segment in the U.S. In addition, they were the first multicultural segment in America to cross the $100 thousand median income threshold.

Below are 15 insightful statistics you need to know about South Asian Americans and the two largest South Asian groups in America, Indian Americans and Pakistani Americans.

South Asian Americans

Nearly 4 million South Asian Americans reside in the U.S.

  • South Asians make up one of the largest Asian American ethnic groups in the country.
  • South Asians are the fastest growing ethnic group in the U.S.
  • South Asians have a $90 billion purchasing power.
  • The four largest South Asian groups in America are the Indian, Pakistani, Bangladeshi and Nepali communities.
  • Bangladeshi, Nepali, Sri Lankan and Bhutanese each rank among the top 20 Asian American ethnic groups.

SEE MORE: Top Brands Ahead Of The Game In Reaching South Asians

Indian Americans and Pakistani Americans

  • Indians and Pakistanis are the third and seventh largest Asian American ethnic groups, respectively.
  • The largest concentration of Indian Americans is in three States – California (19 percent), New York (12 percent) and New Jersey (10 percent).
  • Seventy-one percent of Indian Americans are foreign born.
  • Indian Americans comprise about 80 percent of the South Asian population.
  • Nearly 70 percent of Indian Americans ages 16 and older had careers in management, business, science and the arts.
  • Median household income for Asian Indian Americans is slightly over $100 thousand, almost double the national median income of $51 thousand.
  • The average Indian American household size is 3.09, while the average Pakistani American household size is 4.09. Both are larger than the 2.7 household size of the general population.
  • The Pakistani American population grew significantly faster at 132 percent compared to the U.S. average of 12 percent.
  • Eighty-five percent of Pakistani Americans speak a language other than English at home.

When marketing to South Asian Americans it’s important to note over 75 percent of the population was born outside of the U.S. In addition, on average, Asian Americans spend a total of 19.1 hours a week on a computer, smartphone or tablet-0.8 hours more than the total U.S. population. Marketers should look toward utilizing in-language and digital media to reach this growing segment.

While not the most dominant Asian American segment, South Asians are one of the highest educated, most affluent and fastest growing markets in the U.S. As marketers, it is imperative to keep an eye on the significant impact and growth opportunity that this burgeoning market represents.

Motivate is the leading specialized insights and media partner for reaching the Asian consumer. You need a trusted media partner that understands the impact of changing demographics and helps you navigate through the marketing maze. We understand the nuances and intricacies of the Asian market and have the resources and expertise to ensure maximum buying power, impact and ROI.

Sources: Economic Times, Facebook Insights,,, Nielsen,

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