Hispanic American Auto Buyers

Examining Automotive Advertisers' Most Receptive Digital Audience

Every year the Hispanic population in the U.S. grows by about one million people.


Today, 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


With questions on the report's research findings, or for press and media inquiries, please contact Viant's Marketing & Communications team at marketing@viantinc.com.