Hispanics Poised To Shop Online For Cars.

While only thirty-seven percent of Hispanic Internet users in the United States have attempted to use online resources for car shopping, nearly three-quarters say they plan to use the web to purchase or research their next vehicle, this according to a recent poll by Roslow Research Group. The new study of Hispanic automotive website use, conducted for Autobytel Inc., also found that fifty percent of all polled felt they would have a better car-purchasing experience if they used an independent auto website offering multi-brands and information, compared to buying a car the usual way.

In response to these findings, Autobytel announced that it has begun a dialogue with the burgeoning Hispanic Internet population to determine what website resources best meet their needs. Hispanic visitors to the Autobytel website will be invited to complete a special online survey, and the company will immediately provide purchasing instructions in Spanish, and e-mail and offline customer assistance in Spanish.

“Over 70 percent of Hispanic Internet users polled in this study said they plan to use the web in their car purchasing process and 84 percent would be more likely to do their automotive shopping and research online if they could do so in Spanish,” said Mark Lorimer, President and CEO of Autobytel Inc. “This is why we feel it is so important to not only provide opportunities on our site for Hispanic Internet users to start their online automotive experience in Spanish, but also to survey those users to find out what further services and resources would be of most interest to them.”

One interesting finding of the Roslow Research Group survey is that if equally good automotive websites were available in either language, that while 45 percent preferred to use the Spanish version, 30 percent had no preference and 23 percent preferred the English version.

“Whether consumers prefer to use Spanish or English to buy a car online, Autobytel’s goal, as always, is to make it easier for every car-buyer to find and purchase the best car for his or her needs,” continued Lorimer.

Eric Elvira, a Hispanic software manager from Miami, Florida, recently purchased a Buick through Autobytel.com and said it couldn’t have been simpler. “I received an e-mail response within an hour after sending my purchase request and saved $1,000. This was the best car-buying experience of my life.”

Hispanics are one of the fastest growing minority segments in America. According to the U.S. Census Bureau, the Hispanic population has increased 58 percent in the last decade to 35 million people with an estimated buying power of $630 billion(1). One out of nine U.S. residents is of Hispanic origin, and nearly one out of five Florida residents is Hispanic. Ninety percent of Hispanics own or lease a car, and 46 percent own a personal computer(2).

Fifty-three percent of those surveyed were male and 47 percent female. Thirty-one percent speak only Spanish at home, 34 percent speak Spanish more often than English at home, and 35 percent speak Spanish and English equally at home.

To participate in Autobytel’s online study of Hispanic automotive website preferences, visit www.autobytel.com and click on the en espanol button on the Autobytel.com homepage.

Survey Methods

Results of the survey are based on telephone interviews conducted August 3-7, 2001 with a randomly selected sample of adults 18 years and older with Spanish-surnames who defined themselves as “Hispanic” according to the Census definition, and who speak Spanish at home as much or more than English. Respondents also must have used the Internet in the past 30 days and have an email address.

Interviewing was conducted in five major Hispanic designated market areas (DMAs) — Los Angeles, New York, Miami, Chicago and Houston. These DMAs encompass approximately 60% of the total U.S. Hispanic population and, according to Census proportions, provide a close approximation of total breakdowns by countries-of Hispanic-origins.