RedMas’ Survey Reveals the Automotive Preferences of U.S. Hispanic Mobile Users

MIAMI--(BUSINESS WIRE)--RedMas, the leading Hispanic Mobile Ad Network and Mobile Studio in U.S. and Latin America, surveyed a sampling of the 33 million Hispanic mobile subscribers in the United States about their preferences when purchasing a new vehicle.

“Quiero mi carro nuevo: U.S. Hispanics Automobile Preferences 2012”

The survey, “Quiero mi carro nuevo: U.S. Hispanics Automobile Preferences 2012”, conducted through RedMas’ vast network of mobile sites, found that 40% of Hispanic mobile users selected safety as the determining factor when buying a car, while 35% chose gas economy as being the most important consideration prior to signing a new vehicle contract.

Mobile devices are an efficient tool before buying:

Hispanic consumers rely upon their mobile devices to search for information and compare prices before making a vehicle purchase. 36% of respondents use their mobile phones for price comparisons, while 22% use them to seek information and reviews.

Me llevo la Troca (pickup truck)!:

32% of Hispanic mobile users are planning to purchase a pickup truck as their next vehicle. As for other popular models, 17% preferred sport cars, 12% would rather have medium size sedans, and 11% went for SUVs. They definitely shied away from big cars with only 2% opting for large sedans for their next purchase.

I LOVE my car:

U.S. Hispanics are loyal customers and it’s no different when it comes to the brand of their vehicles: 38% of the Hispanic mobile consumers are planning to buy the same brand of automobile they currently own.

Preference of automakers:

The U.S. Hispanic mobile buyer leans towards cars made in Japan or United States with Toyota leading all automakers with 24%, followed by Chevrolet (22%) and Ford (20%). As for luxury car preferences, BMW is the first option with 27% of the picks, with Mercedes Benz a close second with 24%.

I want a new car:

21% of the Latino mobile users are planning to purchase a new car within a year, and 23% within the next 24 months.

ABOUT REDMAS: RedMas has pioneered the way brands and content owners interact with the U.S. Hispanic audience via their most valuable communication source, their mobile devices. Our Mobile Advertising Network incorporates leading publishing partners such as GolTV, Televisa, Univision, Grupo GDA, Grupo OPSA, Sprint and MetroPCS, to mention a few.