Today we can see the Size, location, purchasing power, and market potential of Asian Americans in the consumer market. Americans of Asian ancestry, representing the third largest minority group, has achieved a 165 percent gain in buying power between 2000 and 2012 and will reach $1 trillion in 2017. The U.S. The Asian population is growing faster than the total U.S. “population and the Selig Center projects the population to reach 17.2 million in 2012, a gain of 55.2 percent from 2000’s base population of 11.1 million. Demographic studies reveal 52 percent of Asians over 25 had a bachelor’s or advanced degree compared to 30 percent of Caucasians “because the Asian consumer market is so diverse in national ancestries, languages and cultures, businesses that target subgroups will find rewarding niche markets.