Connecting With U.S. Hispanic Buyers - Dealer E

MAT KOENIG | CEO | BUSCADOR DE AUTO & KONIGCO
CONNECTING WITH
U . S . H I S PA N I C B U Y E R S
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W H Y S H O U L D Y O U C A R E A B O U T S PA N I S H L A N G U A G E M A R K E T I N G ?
M I S C O M M U N I C AT I O N
MAT KOENIG | CEO | BUSCADOR DE AUTO | KONIGCO
T H E U . S . H I S PA N I C M A R K E T
55M
18%
$1.5T
U.S. Hispanic Population
according to the U.S. Census
Bureau (2013)
of the U.S. total
population
Hispanic buying
power in 2015
Projected to be ~20% by 2017
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MAT KOENIG | CEO | BUSCADOR DE AUTO | KONIGCO
T H E U . S . H I S PA N I C M A R K E T
1.9 Million Hispanics
planning to purchase
a new vehicle in next
12 months
Expected to account
for 18% of
total new car sales
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Source: Experian Simmons Research NGCS Winter 2014
MAT KOENIG | CEO | BUSCADOR DE AUTO | KONIGCO
T O P H I S PA N I C M A R K E T S
Source: Automotive News/Univision: The Road To Winning Growth – Why U.S. Auto Consumers Are A Must-Win Target, April 2015
MAT KOENIG | CEO | BUSCADOR DE AUTO | KONIGCO
MORE LIFETIME SALES
Hispanic vs. Non-Hispanic Comparisons
Category
Hispanic
Non-Hispanic
Avg. Median Age New
Vehicle Buying
39
51
43%
24%
3.4
3.4
At Least 3+ Adults in HH
Purchase Frequency
(Years)
Potential for at least 3 Incremental Car Purchases In Their Lifetime
Source: Automotive News/Univision: The Road To Winning Growth – Why U.S. Auto Consumers Are A Must-Win Target, April 2015
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U N D E R S TA N D T H I S …
H I S PA N I C S A R E D I G I TA L
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ACCORDING TO GOOGLE
78%
use the internet as a
primary source of
information
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Source: Google Data from Digital Dealer 18 Keynote April 2015
Digital Sources Used By Hispanic Auto Purchasers
(104)
search engines
(101)
dealer sites
(99)
manufacturer sites
(106)
professional review sites
(111)
consumer review sites
(96)
third party sites
(111)
regional dealer sites
(119)
video sites
(117)
(116)
(105)
(117)
(123)
social media
classified/listing sites
online mapping tools
magazine sites
Hispanics over
index on digital
auto research
110 over index on
average
auction sites
(113)
(114)
newspaper sites
other
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Hispanic
Total New Purchasers
Imagine the opportunity
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E A S Y P L A C E T O G AT H E R I N F O
WE LIKE YOU, LIKE US TOO facebook.com/KonigCo
U N D E R S TA N D T H I S
H I S PA N I C S A R E M O B I L E
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D I D Y O U K N O W…
60%
of US Hispanics
live in mobile-only
households
72%
Of US Hispanics own smartphones,
10% higher than the general population
54%
more time spent on mobile than
non-Hispanics
Source: Google Data from Digital Dealer 18 Keynote April 2015
T H E PAT H T O
PURCHASE
Hispanics are 20%
more likely to use
a mobile device in
their Automotive
Path to Purchase
than the general
population.
Source: Google Data from Digital Dealer 18 Keynote April 2015
BE WHERE THE BUYERS ARE
NUEVO TOYOTA YARIS LODI
U N D E R S TA N D T H I S
H I S PA N I C S R E LY H E AV I LY
ON VIDEO CONTENT
H I S PA N I C S W AT C H M O R E V I D E O
25% more time
Source: Nielsen “The Digital Customer Report” February 2014
10% more time
ONLINE VIDEO IS CRITICAL
67%
of Hispanic
purchasers utilize
online video
during the
research process
Source: Google Data from Digital Dealer 18 Keynote April 2015
Y O U T U B E R U L E S T H E D AY
1 2 0 0 V I E W S I N 6 0 D AY S
W H AT V I D E O S A R E P R E F E R R E D ?
40%
Test Drive
31%
Highlights of vehicle options/features
29%
Safety Tests
27%
Walkthrough
26%
Customer Testimonials
21%
Automotive Review
Financing Information
Advertisements/Commericials
19%
17%
Source: Google Data from Digital Dealer 18 Keynote April 2015
T H E B U Y E R W A N T S I N F O R M AT I O N
TA K E T H E M F O R A D R I V E
T H E M O S T I M P O R TA N T T H I N G T O U N D E R S TA N D
THIS IS STILL A PEOPLE
BUSINESS
IF YOU DON’T CARE ABOUT ME
WHY WOULD I CARE ABOUT YOU?
HAPPY PEOPLE
TELL OTHER PEOPLE
K E Y TA K E A W AY S
• U.S. Hispanics are Digital
• U.S. Hispanics are Mobile
• U.S. Hispanics rely on Video
• This is still a People Business
A C T I O N I T E M S W H E N Y O U L E AV E
• Focus efforts online like targeted Facebook and
AdWords ads in Spanish. • Offer mobile engagement opportunities in
Spanish like ‘text for special offers’
• Create review style, walk around and test drive
videos in Spanish for YouTube. • SHOW HISPANIC BUYERS YOU CARE ABOUT
THEM TOO
TEXT DE
TO THE PHONE
NUMBER 76626
C O N G R AT S I N A D V A N C E
ON ALL OF YOUR SUCCESS
Mat Koenig
mat@konig.co
@konigco on Twitter