For example, it can identify those Web sites whose audiences are most tilted toward Asian-Americans. Many will be surprised to learn that, leaving aside domains specifically aimed at immigrants or Asians, the most Asian-oriented general interest site is StreetRacing.org. Its visitors are 25.1 percent Asian-Americans, even though Asians make up only 4.6 percent of online Americans.
Other hot-rod Web sites with audiences that are highly Asian include SuperCars.net, Acura.com and OverBoost.com.
Because the American media pay little attention to young Asian-Americans, their fascination with modifying mundane four-cylinder Japanese imports into what they affectionately call "rice rockets" was completely off the media's radar, until the movie "The Fast and the Furious" became a surprise hit last month. And even in the movie, the Asian characters were relegated to being the bad guys.
In contrast to the flamboyant tastes of traditional hot rodders, Asian-American preferences are so understated and refined that it's been easy to overlook this entire social phenomenon. For example, a 20-year-old Japanese-American fellow who lives across the street from me has a compact Acura sports coupe with $15,000 worth of modifications, including a nitrous oxide injection system. Still, if he hadn't gone over the upgrades with me, I probably never would have noticed there was anything unusual about his car.
Facebook
Twitter