Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.
That’s according to Viant, a Time Inc. technology company, which commissioned Millward Brown Digital to survey 1,027 respondents for its 2016 Hispanic American Auto Buyers Report.
The survey was available in both English and Spanish and invited respondents to self-identify their ethnicity. In total, 511 respondents identified as Hispanic (completing the survey roughly equally in English and Spanish), and 516 were non-Hispanics. All differences highlighted in these results are statistically significant to a confidence level of at least 90%. READ MORE AT MEDIAPOST
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