General Motors is putting increased emphasis on using the Internet to reach Hispanic customers.
CJ Fraleigh, GM's executive director of advertising and corporate marketing, told the Automotive Press Association on May 14 that GM views the Web as an effective medium to reach America's Hispanic population.
GM is not alone. Other automotive marketers are pushing to reach Hispanic customers, the fastest growing segment of U.S. consumers.
More than than 10 percent of the total online Hispanic population visited at least one automotive manufacturer's Web site in April. That is according to comScore Networks Inc., a Reston, Va., company that studies Internet behavioral patterns, and its partner Media Metrix.
The figures are based on a system that continuously measures Internet user behavior. The system uses a representative sample of 50,000 U.S. Hispanic consumers.
The industry has long known that the Internet is critical for the majority of new-car shoppers, says Richard Israel, comScore Networks vice president of Hispanic Marketing Solutions.
"comScore data reveal major differences in automotive site usage between the Hispanic and general markets," he says. "These findings further underscore the importance of delivering fresh, compelling content that's tailored to the fast-growing online Hispanic community."