Hispanics are the current “hot” demographic among marketers, but the nation’s 12.5 million Asians and Pacific Islanders are a significant group worth targeting.

According to a recently released report from the U.S. Census Bureau, the median annual income of Asian families is almost $10,000 higher than that of U.S. families as a whole. They are also more likely than the total population as a whole to be in management or professional occupations.

Among the myriad ethnic groups that make up the Asian American marketplace, five have more than 1 million members in the U.S.: Chinese, Filipinos, Asian Indians, Vietnamese, and Koreans. Given that 95% of Asian Americans live in urban areas. targeting specific groups within the demographic is manageable.