Tb Automotive Survey.010810

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Hispanic Mom Research: Automotive Category

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Tb Automotive Survey.010810

  1. 1. AUTOMOTIVE CATEGORY SURVEY KEY INSIGHTS FROM HISPANIC MOMS January 8, 2010 Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  2. 2. CONTENTS <ul><li>Objectives </li></ul><ul><li>Methodology </li></ul><ul><li>Panel Demographics </li></ul><ul><li>Key Insights and Findings </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  3. 3. OBJECTIVES <ul><li>Determine Hispanic Moms’ insights, perceptions and involvement with the automotive category: ownership, usage, attitudes, considerations, factors influencing purchase, etc. </li></ul><ul><li>Identify key insights for approaches and messaging with this audience, particularly with regard to choice and selection of a family vehicle. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  4. 4. METHODOLOGY <ul><li>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. </li></ul><ul><li>Methodology: Online survey via third party software (Survey Monkey). </li></ul><ul><li>Timing: Survey conducted December, 2009. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  5. 5. PANEL DEMOGRAPHICS <ul><li>87% are women ages 18-34 </li></ul><ul><li>79% are married or living with a partner </li></ul><ul><li>50% say country of origin is Mexico </li></ul><ul><li>67% HH income $45,000 or less </li></ul><ul><li>60% are stay-at-home moms </li></ul><ul><li>74% have children 0-5 in the home </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  6. 6. GENERAL DISTRIBUTION BY STATE <ul><li>California 33.7% </li></ul><ul><li>Texas 20.0% </li></ul><ul><li>Arizona 5.0% </li></ul><ul><li>Florida 7.9% </li></ul><ul><li>NY/NJ 7.2% </li></ul><ul><li>Illinois 3.2% </li></ul><ul><li>Other 23.0% </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  7. 7. KEY INSIGHTS & FINDINGS Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  8. 8. VEHICLE OWNERSHIP <ul><li>92% of respondents say they have 1 vehicle or more. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  9. 9. VEHICLE OWNERSHIP <ul><li>Nearly all respondents affirm that vehicle is used as a family car. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  10. 10. METHOD OF PURCHASE <ul><li>The great majority of respondents said they purchased their vehicle in lieu of lease. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  11. 11. VEHICLE USE <ul><li>82% say they drive the vehicle some or all of the time. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  12. 12. VEHICLE USE <ul><li>80% of drivers are at the wheel more than 1 hour a day; nearly half for 2 hours or more per day. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  13. 13. VEHICLE USE <ul><li>The car is used for a variety of family activities beyond simple transport to and from work. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  14. 14. VEHICLE CHOICE/SELECTION <ul><li>A solid majority of respondents said they were involved in choosing the vehicle, either solely or in conjunction with their spouse/partner. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  15. 15. FACTORS INFLUENCING PURCHASE <ul><li>More than half (56%) of respondents said that expecting a child was a major factor influencing purchase of a new vehicle. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  16. 16. FACTORS INFLUENCING PURCHASE <ul><li>Room for passengers is a major factor in choice, followed by safety/security and price/value. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  17. 17. FACTORS INFLUENCING PURCHASE <ul><li>Nearly all respondents said they test drove the vehicle they purchased. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  18. 18. FACTORS INFLUENCING PURCHASE <ul><li>Respondents also said they test drove other vehicles– averaging 2 or more. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  19. 19. PURCHASE INCIDENCE <ul><li>1 out of 4 purchased or leased a vehicle during the last year; a lesser percentage are considering purchase in the next 12 months*. </li></ul><ul><li>* Note: This tracks lower than previous years, likely due to economic downtrend. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  20. 20. PREFERENCES – TYPE <ul><li>Most respondents indicate preference for a SUV or Minivan, followed by a station wagon or 4-door sedan. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  21. 21. PREFERENCES – TYPE <ul><li>The majority of respondents indicate they have no preference for either foreign or domestic vehicles. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  22. 22. PREFERENCES – TYPE <ul><li>Ford, Honda and Toyota lead in brand preference. * * Note: Many respondents indicated GM brands in the “Other” category. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  23. 23. MEDIA SOURCES <ul><li>The majority or respondents say they receive information regarding family vehicles and auto safety via TV and the Internet. </li></ul>Copyright Todobebé 2010. All Rights Reserved. For Internal Use Only. Confidential
  24. 24. KEY INSIGHTS & FINDINGS <ul><li>Hispanic moms are a key and influential target for automotive communications, particularly as related to selection and purchase of a new family vehicle. </li></ul><ul><ul><li>A growing family is a key factor in driving the purchase of a new vehicle. </li></ul></ul><ul><ul><li>Space, safety/security and price/value are key factors. </li></ul></ul><ul><ul><li>Moms are highly influential in decision making. They are active users, spending more than 2 hours a day at the wheel. </li></ul></ul><ul><ul><li>Moms look to TV and Internet media for information about family vehicles and auto safety. </li></ul></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
  25. 25. CONTACT INFO LOIS MOSGROVE, VP MARKETING TODOBEBE, INC. 951.202.8307 (CELL) [email_address] Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential

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