Hispanic American Auto Buyers [REPORT]

Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market – an astounding figure no matter how you look at it, and one that is continuing to grow.

Viant partnered with Millward Brown to publish a study focusing on U.S. shopping and media consumption habits among Hispanic Americans. The report, which drew on trends across verticals and device types, produced some interesting auto-related consumer behavior findings:

•     Luxury segment purchasing grew 16% among Hispanic Americans from 2014-2015
•     Hispanic American vehicle shoppers are 2x more likely to find mobile ads persuasive
•     Digital video plays a much greater role in brand consideration for Hispanics
•     Hispanic vehicle buyers are much more social in response to advertising

To download report CLICK HERE.