AUTOMOTIVE CATEGORY SURVEY
KEY INSIGHTS FROM HISPANIC MOMS
January 8, 2010
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CONTENTS
Objectives
Methodology
Panel Demographics
Key Insights and Findings
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OBJECTIVES
Determine Hispanic Moms’ insights, perceptions and involvement with the automotive category: ownership, usage, attitudes, considerations, factors influencing purchase, etc.
Identify key insights for approaches and messaging with this audience, particularly with regard to choice and selection of a family vehicle.
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METHODOLOGY
Sample: Mom Panel, consisting of a portion of Todobebe’s US opt-in database, consisting of Spanish-speaking women, ages 18-39 with children 0-5 in the home. 866 completes.
Methodology: Online survey via third party software (Survey Monkey).
Timing: Survey conducted December, 2009.
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PANEL DEMOGRAPHICS
87% are women ages 18-34 79% are married or living with a
partner 50% say country of origin is Mexico 67% HH income $45,000 or less 60% are stay-at-home moms 74% have children 0-5 in the home
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GENERAL DISTRIBUTION BY STATE
California 33.7% Texas 20.0% Arizona 5.0% Florida 7.9% NY/NJ 7.2% Illinois 3.2% Other 23.0%
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KEY INSIGHTS & FINDINGS
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VEHICLE OWNERSHIP
92% of respondents say they have 1 vehicle or more.
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VEHICLE OWNERSHIP
Nearly all respondents affirm that vehicle is used as a family car.
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METHOD OF PURCHASE The great majority of respondents said they
purchased their vehicle in lieu of lease.
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VEHICLE USE
82% say they drive the vehicle some or all of the time.
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VEHICLE USE 80% of drivers are at the wheel more than 1 hour
a day; nearly half for 2 hours or more per day.
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VEHICLE USE The car is used for a variety of family activities
beyond simple transport to and from work.
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VEHICLE CHOICE/SELECTION A solid majority of respondents said they were
involved in choosing the vehicle, either solely or in conjunction with their spouse/partner.
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FACTORS INFLUENCING PURCHASE More than half (56%) of respondents said that
expecting a child was a major factor influencing purchase of a new vehicle.
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FACTORS INFLUENCING PURCHASE Room for passengers is a major factor in choice,
followed by safety/security and price/value.
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FACTORS INFLUENCING PURCHASE Nearly all respondents said they test drove the
vehicle they purchased.
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FACTORS INFLUENCING PURCHASE Respondents also said they test drove other
vehicles– averaging 2 or more.
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PURCHASE INCIDENCE 1 out of 4 purchased or leased a vehicle during the
last year; a lesser percentage are considering purchase in the next 12 months*. * Note: This tracks lower than previous years, likely due to economic downtrend.
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PREFERENCES – TYPE Most respondents indicate preference for a SUV or
Minivan, followed by a station wagon or 4-door sedan.
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PREFERENCES – TYPE The majority of respondents indicate they have no
preference for either foreign or domestic vehicles.
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PREFERENCES – TYPE Ford, Honda and Toyota lead in brand preference.*
* Note: Many respondents indicated GM brands in the “Other” category.
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MEDIA SOURCES The majority or respondents say they receive
information regarding family vehicles and auto safety via TV and the Internet.
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KEY INSIGHTS & FINDINGS
Hispanic moms are a key and influential target for automotive communications, particularly as related to selection and purchase of a new family vehicle. A growing family is a key factor in driving the purchase
of a new vehicle.Space, safety/security and price/value are key factors.Moms are highly influential in decision making. They
are active users, spending more than 2 hours a day at the wheel.
Moms look to TV and Internet media for information about family vehicles and auto safety.
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CONTACT INFOLOIS MOSGROVE, VP MARKETINGTODOBEBE, INC.951.202.8307 (CELL)[email protected]
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