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Steve Humphries

Steve Humphries Founder & CEO of AutomotiveOnly.com

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Hispanic Consumers Are Mobile & Tops In Mobile Social Activity! What Is Your Dealership Doing To Capture This Market?

According to a September 2012 study by RedMas, there are 33 million Hispanic mobile subscribers in the U.S.  

According to Nielsen, Hispanics were the fastest growing ethnic group year-over year to Facebook and WordPress.com.  Among the top U.S. social networks, Tumblr has the highest concentration of Hispanic visitors (85%).

Nielsen says Hispanics are also “heavy phone users”, sending and receiving 941 SMS text messages per month and make 13 mobile calls per day on their mobile phones, which is 40% more than the average U.S. consumer.

Here is how the social networks rank among Hispanics according to Nielsen:

1.  Facebook – 16.7 M (8%)

2.  Blogger – 5.6M (10%)

3.  Twitter – 3.4M (32%)

4.  WordPress – 2.5M

5.  Tumblr – 2.3M (85%)

6.  WordPress – 2.5M (27%)

According to Nielsen, Hispanics outpace all other ethnic groups in mobile downloads of music and photos and are more likely to watch video online. 

Hispanic are 17% more likely than the average consumer to build or update a personal blog with 25% more likely to follow a brand.

Here are some facts you should know about the Hispanic mobile market and how it relates to the automotive industry:

  • 40% say that says that “safety” is the determining factor when buying a car
  • 35% say “gas economy” is most important
  • 36% of Hispanics use their mobile phones for price comparisons
  • 22% seek information and review
  • 32% of Hispanic mobile users are planning to purchase a truck as their next vehicle

Source:  RedMas Study

More importantly, Hispanics are BRAND LOYAL!  38% of those surveyed are planning to purchase the SAME BRAND they currently own and 21% are planning on making a car purchase in the next 12 month.

As U.S. Hispanic buying has now surpassed $1.0 trillion, more than 60% of U.S. born Hispanics own their own homes, while the overall Hispanic home ownership number is about 49%.   And according to TrueCar.com 7% of the total new car sales in 2010 were by Hispanics, dismissing the misnomer that Hispanics only buy used cars.

If your dealership is in a high density Hispanic market (20% of more Hispanic) or an emerging Hispanic Market (10% or more) you need to consider:   Bi-lingual or Spanish options on Social Media Sites, YouTube videos in Spanish, etc.  If you have an app, create a bi-lingual or Spanish version.

At Q Marketing Group we are Hispanic marketing experts.  We have both traditional and digital programs that will allow your store to effectively and efficiently engage the Hispanic market.   Please call us for a complimentary evaluation of your market.

 

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