This new research identifies key insights for approaches and messaging with this audience, particularly with regard to choice and selection of a family vehicle.
General Panel Demographics:
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Key Outcomes & Marketing Opportunities:
Factors Influencing Purchase
- More than 56% of respondents said that expecting a child was a major factor influencing the purchase of a new vehicle
- Room for passengers (78%) is a major factor in choice, followed by safety/security and price/value
- Nearly all respondents said they test drove the vehicle that they purchased
- Respondents also said that they test drove other vehicles -- averaging two or more
- 1 of 4 purchase or leased a vehicle during the last year; a lesser percentage are considering purchasing in the next 12 months
- Most respondents indicate preference for a SUV or Minivan, followed by station wagon or four-door sedan
- The majority of respondents indicate they have a preference between foreign vs. domestic vehicles
- Toyota (21.9%), Ford (21.1%) and Honda (18.8%) lead in brand preference
- The majority of respondents say they receive information regarding family vehicles and auto safety via TV (79%) and the Internet (68%)
Hispanic moms are a key and influential target for automotive communications, particularly as related to selection and purchase of a new family vehicle.
Key Take-Aways:
Hispanic moms are a key and influential target for automotive communications, particularly as related to selection and purchase of a new family vehicle. There are many, many ways to positively influence buyer behavior of your vehicle brand by making mom the central point of your marketing communication platform:
I agree with not limiting your communication outreach to TV spots. But I believe you will find that Hispanic moms are also heavy users of local radio. They are also out of home a great deal (espcially in major Hispanic markets) and radio would offer excellent opportunities for reaching Hispanic moms who are on their way to shop. And using their favorite radio station to distribute coupons via internet or mobile (from a trusted source) is a smart way to go as well.