tb automotive survey.010810

AUTOMOTIVE CATEGORY SURVEY

KEY INSIGHTS FROM HISPANIC MOMS

January 8, 2010

Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential

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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%


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.


CONTACT INFOLOIS MOSGROVE, VP MARKETINGTODOBEBE, INC.951.202.8307 (CELL)[email protected]


tb automotive survey.010810

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