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Mi carro nuevo - Survey 2012
 

Mi carro nuevo - Survey 2012

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RedMas Survey - U.S. Hispanic Mobile Users Automobile Preferences 2012

RedMas Survey - U.S. Hispanic Mobile Users Automobile Preferences 2012

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    Mi carro nuevo - Survey 2012 Mi carro nuevo - Survey 2012 Presentation Transcript

    • U.S. Hispanic Mobile Users Automobile Preferences “Mi Carro Nuevo” Survey 2012 CONNECTING BRANDS WITH THE HISPANIC MOBILE CONSUMER © 2012 RedMas ™ All rights reserved.
    • Mobile Survey - Hispanic Auto Preferences 2012About RedMas What we do?RedMas has pioneered the way brands and content We help agencies, brands and marketersowners interact with the U.S. Hispanic & Latin American extend their reach to the mobile Hispanicaudiences via their most valuable communication audience. RedMas also helps advertisers tosource, their mobile devices. We have the most create strong brand awareness across ourcomprehensive Mobile Advertising Network, 100% Hispanic Premium Ad Network. Ourincorporating dozens of publishing partners, such as Network allows our partners to go beyondGDA Group, Televisa, Univision, Telemundo, traditional mobile buys and get the highestAccuWeather, Sprint, Boost and MetroPCS, to mention a quality inventory. In our Network, yourfew. RedMas boosts over 400 million Hispanic targeted message is always where it can commandmobile ad impressions per month and growing much attention.faster than you can count. RedMas is an integral part of the CisnerosRedMas reach Hispanics in U.S. and Latin America while Group of Companies, one of the largestthey’re on-the-go, on-the road, no matter where they Spanish-language content distributorsare. worldwide. Some stats on our Network: • 24% penetration in Latin America and 76% in US Hispanic Market • More than 300 million total Pan-Regional monthly ad impressions • 200,000 U.S. SMS • 400 million Hispanic targeted mobile ad impressions per monthRedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012Objectives and MethodologyThe survey’s main objective was to better understand theauto preferences of U.S. Hispanics mobile consumers. Age Groups Research was conducted through mobile websites with users navigating RedMass network of mobile sites Sample size of the survey: 1,516 Demographics: 68% 32% 10% 37% 44% 9% All Hispanics 18-24 25-34 35-54 55+ Data collected – 30 days 08/03/2012 – 09/03/2012RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012Toyota is the preferred car brand among the U.S.Hispanic Mobile Buyer Car Brand Car Luxury Brand 24% preferred Toyota 27% preferred BMW as their luxury brandU.S. Hispanics lean towards Japanese Among luxury brands, BMW isor American cars and Toyota leads the option with 27% of the picks.among all brands with 24%, followed Mercedes was a close secondby Chevrolet 22% and Ford 20 % with 24% of the votes.RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 201240% of Hispanic mobile customers consideredsafety as the determining factor when buying acar Determining Factor Customer LoyaltySafety and gas economy are the two U.S. Hispanics are loyal to theirmain factors taken into consideration brands. 38% are planning to buyby U.S. Hispanics when buying a new a car of the same brand as theircar with 40% and 35 %, respectively. current car.RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012Price comparison and search for informationare the two topics that drive mobile searches Price comparison and $ search for information 30% make price comparisons online, while 36% use their mobile devices to do the exercise. 20% of Hispanics use their computers to look for information and 22% search from their mobile phones.RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012US Mobile Hispanics love their trocas! (pickuptrucks). NEW32% of respondents are planning to 23% of the respondents arepurchase a pickup truck as their next planning to acquire a new car invehicle. the next 1 or 2 years, and 21%They are shying away from a large within the next 10 to 12 months.size cars with only a 2% choosing alarge sedan for their next purchase.RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012BMW and Mercedes are the preferred luxurycar brands among U.S. Hispanic Mobilecustomers 27% Car Luxury Brand 24% 16% 15% 9% 9% BMW Mercedes Lexus Acura Audi Infiniti 24% Car Brand 22% 20% 17% 12% 3% 1% 1%Toyota Chevrolet Ford Honda Nissan Volkswagen Kia HyundaiRedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012The economy and gas prices greatly influenceHispanics’ decision when buying a new car Decision Making Social Influences Dealer experience, Technology, 2% 5% On-line Style, 4% Specialized Friends reviews, 15% magazines, recommendat Security, 40% 24% ions, 9% Gas economy, Mobile info, 36% Loyalty, 38% 14% Price, 9% Brand, 4%RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 201230% of Hispanics use both Online and Mobilesearches to compare auto prices Online SearchOnline Search Mobile Search Online Model, 3% Look for Look for info, Search for Look for info, images, 20% 20% images, 20% 22% Dealer Car model location, 8% online; 4% Dealer inventory, 19% Compare Price, Dealers 30% inventory, Compare Dealer location, 10% prices, 36% 8%RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • Mobile Survey - Hispanic Auto Preferences 2012ConclusionsHispanic consumers aresmart car buyers. They relyupon their Mobile devicesand Online searches to lookfor information, compareprices, and read specializedmagazines before making anypurchases.They are loyal consumers.That’s why they lean towardsthe same car make as theircurrent auto.The economy and gas pricesmake a greatly influenceHispanics when decidingwhich car to buy.RedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012
    • RedMas 121 Alhambra Plaza, Suite 1400 Coral Gables, FL 33134 www.redmas.com T: 305-442-3411 @redmasadv info@redmas.comRedMas :: Connecting Brands with the Hispanic Mobile Consumer Survey 2012