The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits. Read the full blog here - https://thinknowresearch.com/blog/how-african-americans-are-driving-automotive-technology-trends/ Download our other reports here - https://thinknowresearch.com/reports/

1. ThinkNow Drive™
Automobile Buying Trends & Habits Report
2017
How African-Americans Are Driving
Automotive Technology Trends

2. 2
ThinkNow Drive™
Online Survey Via ThinkNow Research’s Omnibus Study
Sample Size
Nationwide, fielded March 2017
512
Hispanics
226
Asian
262
White
262
African-American
Self identify
as Hispanic
origin
Hispanics Non-Hispanics Age
Self identify as White,
African-American or Asian
18-64 years
of age
Screening Criteria
Spanish
dominant
37%
Bilingual
34% English
dominant
29%
1,261
Total Market

3. 3
Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.

4. 4
Los Angeles Headquarters
2100 W. Magnolia Blvd., Suite A/B
Burbank, CA 91506
1-818-843-0220
info@thinknowresearch.com
Our Services
QUANTITATIVE
QUALITATIVE
MIXED MODE
ONLINE MARKET
RESEARCH
COMMUNITIES
CONCEPT AND
COPY TESTING
ADVERTISING
EFFECTIVENESS
ONLINE PANEL
BUILDING
WEBSITE
USABILITY
STUDIES
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE

5. 5
Purchase Horizon
Two-thirds of consumers surveyed are thinking about a vehicle purchase
Are you planning to purchase or lease a new car, truck or SUV?
23% 22% 24% 25%
17%
17% 18% 17%
21%
19%
27% 29% 25%
27%
34%
68% 69%
66%
72% 70%
Total Market Hispanics Whites African Americans Asians
Likelihood of Purchase
In the next 6-12 months
In the next 3-6 months
In the next 3 months
Yes (net)

African-Americans and Asians are the most likely to say they will be purchasing a vehicle within the next 12 months.
Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level

6. 6
Purchase New vs. Used
Most are thinking new rather than used
Are you considering a new or used vehicle?
80% 76%
82%
73%
82%
20% 24%
18%
27%
18%
Total Market Hispanics Whites African Americans Asians
Type of Vehicle Considering
Used
New
Although the majority of all groups are thinking of purchasing new, Hispanics and African Americans are significantly more likely than average to be
considering the purchase of a used vehicle.
Intended Purchaser Base: Total Market (n=879), Hispanics (n=366), Whites (n=172), African Americans (n=188), Asians (n=153)
 indicates statistically significant difference vs. total market at the 95% confidence level
 



7. 7
Body Style
Hispanics show significantly higher interest in pickup trucks
Intended Purchaser Base: Total Market (n=879), Hispanics (n=366), Whites (n=172), African Americans (n=188), Asians (n=153)
 indicates statistically significant difference vs. total market at the 95% confidence level
49% 48%
36%
25%
20%
47% 47%
37%
32%
19%
49% 50%
36%
24% 23%
50%
44%
37%
22%
12%
55%
46%
37%
14% 12%
Sedan such as Toyota Camry,
Honda Accord, Ford Fusion or
similar
Smaller SUV such as Honda CR-V,
Toyota RAV-4, Ford Escape or
similar
Compact such as a Toyota Corolla,
Honda Civic, Ford Focus or similar
Pickup truck such as Ford F-150,
Toyota Tacoma or similar
Minivan such as Honda Odyssey,
Nissan Quest or similar
Body Style(s) Considering
Total Market Hispanics Whites African Americans Asians
Which body style are you considering?
Of the main body styles tested sedans, small SUVs and compacts have similar appeal among likely auto buyers in different ethnic groups,
but Hispanics show significantly higher interest in pickups.




8. 8
Information Sources Used
Websites are used by the majority of all ethnic groups
Where do you seek out information about buying or leasing a new car?
73%
53%
42%
22%
19%
18%
14%
13%
6%
Websites
Ask friends/family
Television Commercials
Newspaper Ads
Magazine Articles
Newspaper Articles
Magazine Ads
Radio Ads
Other (specify)
Total Market
Although websites are the leading source of information about automobiles, African Americans are significantly more likely than average to also rely
on print media.
Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Hispanics Whites
African-
Americans Asians
75% 73% 67%  76%
46%  56% 51% 52%
46%  41% 46% 31% 
21% 22% 28%  17% 
18% 20% 19% 23%
17% 18% 23%  13% 
18%  12% 20%  14%
16%  12% 19%  6% 
4%  7% 5% 4%

9. 9
Important Attributes in a New Vehicle Purchase
Safety, fuel efficiency, reliability and value for the money are most important
What are the 5 most important attributes you look for when purchasing a vehicle?
 Please rank these 5 by entering a “1” next to the attribute that is most important
61%
60%
57%
52%
45%
36%
34%
31%
29%
23%
22%
16%
13%
13%
6%
11%
22%
13%
16%
4%
7%
8%
3%
4%
4%
1%
3%
1%
2%
1%
Fuel efficiency
Safety
Reliability
Best value for money
Comfort
Low cost of ownership
High quality
Engineered to last
Technology
Stylish design
Interior space
Fun to drive
Cargo capacity
Luxurious
Prestige
Total Market
Among Top 5
Most important
Asians place significantly more importance on vehicles of high quality with less emphasis on interior space or cargo capacity. Hispanics place
relatively high importance on interior space and prestige.
Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Hispanics Whites
African-
Americans Asians
63% 60% 60% 61%
60% 60% 64% 62%
50%  59% 57% 55%
51% 52% 53% 51%
45% 46% 40% 45%
35% 37% 34% 33%
37% 32% 35% 51% 
32% 32% 31% 26% 
30% 28% 27% 31%
21% 23% 25% 27%
27%  22% 20% 17% 
13%  17% 17% 15%
14% 13% 15% 9% 
12% 13% 14% 13%
11%  5% 8% 4% 
Top 5 Attributes

10. 10
Important Vehicle Attributes
Vehicle functionality and engine power are the most important
Out of these features, what are the two (2) most important features you look for when purchasing a vehicle?
63%
54%
26%
21%
20%
8%
8%
Functionality
Engine power
Navigation/GPS system
Connectivity with smart phone
Sound system
Voice controls
DVD/Entertainment system
Total Market
Engine power is relatively more important to Hispanics and Asians. Asians also value the navigation or GPS system much more than the sound
system, entertainment system or voice controls.
Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level
Hispanics Whites
African-
Americans Asians
55%  65% 66% 66%
63%  50% 58% 62% 
27% 24% 27% 37% 
21% 23% 14%  18%
18% 22% 16% 14% 
6%  9% 8% 3% 
10% 7% 10% 1% 

11. 11
Engine Preference
The majority still prefer gas engines
56%
24%
7%
3%
10%
52%
26%
8%
3%
11%
57%
24%
6%
3%
9%
53%
20%
8%
4%
15%
52%
28%
7%
1%
12%
Gas Hybrid Electric Hydrogen Not sure
Engine Power Preference
Total Market Hispanics Whites African Americans Asians
What type of engine would you prefer?
African-Americans show the lowest interest in hybrid vehicles, though they are just as interested in electric or hydrogen powered engines.



Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level

12. 12
Reason for Engine Preference
Cost and performance drive preference for gas engines
Why do you prefer an engine that is [Insert response]?
55%
46%
14%
25%
6%
4%
42%
33%
67%
49%
11%
1%
Cost
Performance
Environmental
Sustainability
To be "in the now"
Other
Total Market
Prefer gas engine Prefer any alternative engine
For whites and African-Americans, performance plays a bigger role in the preference for gas engines, while Asians are more likely to prefer gas
engines due to cost. For all groups, preference for alternative engine power sources is driven by environmental and sustainability values.
Engine Preference Base: Total Market (n=1119), Hispanics (n=459), Whites (n=239), African Americans (n=223), Asians (n=198)
 indicates statistically significant difference vs. between gas and alternative engine preference at the 95% confidence level
Hispanics Whites African-Americans Asians
Gas
Altern-
atives Gas
Altern-
atives Gas
Altern-
atives Gas
Altern-
atives
53% 46% 56% 44% 50% 35% 60%  30% 
49% 39% 45%  30%  53%  45%  39% 31%
16%  63%  14%  69%  12%  57%  18% 76% 
25%  44%  24%  49%  34%  50%  25% 50% 
6%  13%  3% 8% 14% 21% 15% 9%
2% 2% 4% 1% 6% 1% 5% 1%








Preference 

13. 13
New Auto Technology Innovation Most Comfortable With
Lower comfort with fully autonomous vehicles
How comfortable are you with the following emerging auto technologies?
67% 65% 66% 68%
77%
24% 26% 24% 24%
17%
9% 8% 10% 8% 6%
Total Market Hispanics Whites African Americans Asians
Type of Technology Innovation Most Comfortable With
Fully autonomous ride
sharing vehicles
(Uber/Lyft with no
driver)
Fully autonomous driving
(no human driver
necessary)
Semi-autonomous
driving (needs some
human intervention)
Asians in particular are more comfortable with semi-autonomous driving than with fully autonomous driving or fully autonomous ride sharing
vehicles.
Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226)
 indicates statistically significant difference vs. total market at the 95% confidence level




14. Demographics

15. Hispanics
n=512
White
n=261
African-
American
n=262
Asian
n=226
Hispanics
n=512
White
n=261
African-
American
n=262
Asian
n=226
Male 51% 50% 48% 47% Born in the U.S. 60% 93% 91% 38%
Female 49% 50% 52% 53% Moved here 40% 7% 9% 62%
Age Household Income
18 to 34 46% 34% 41% 39% Under $40,000 (Net) 43% 27% 47% 23%
35 to 64 54% 66% 59% 61% $40K – $79K (Net) 33% 29% 29% 26%
Mean age 37 42 39 39 $80K plus (Net) 21% 36% 18% 42%
Median income ($000) $45 $68 $40 $75
Census Region
Northeast 15% 19% 17% 21%
Educational
Attainment
Midwest 9% 26% 17% 12% Not high school graduate 4% 4% 5% 2%
South 37% 35% 57% 23% High school grad/GED 18% 15% 22% 8%
West 40% 20% 9% 44% Some college/AA/Trade 42% 35% 41% 28%
BA/BS or higher 36% 46% 32% 62%
Sample Profile

16. Sample Profile
Metric
Hispanics
n=512
Language Spoken at Home
Spanish only 10%
Spanish mostly 27%
Spanish and English equally 34%
English mostly 15%
English only 14%
Country of Origin
Mexican or Mexican-American 64%
Puerto Rican 12%
Cuban 6%
Dominican 3%
Central American 6%
South American 12%
Acculturation
Less Acculturated 20%
Bicultural 55%
More Acculturated 25%