While only 37 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, according to a recent poll by Roslow Research Group.

The new study of Hispanic automotive Web site use, conducted for Autobytel Inc., also found that 50 percent of all polled felt they would have a better car-purchasing experience if

they used an independent auto Web site offering multiple brands and information, compared to buying a car the usual way.

In response to these findings, Autobytel on Aug. 22 announced that it has begun a dialogue with the burgeoning Hispanic Internet population to determine what Web site resources best meet their needs. Hispanic visitors to the Autobytel Web site will be invited to complete a special online survey. The company also 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 Web sites 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," Lorimer said.

Eric Elvira, a Hispanic software manager from Miami, Fla., 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 than English at home, and 35 percent speak Spanish and English equally at home.

To participate in Autobytel’s online study of Hispanic automotive Web site preferences, visit www.autobytel.com and click on the en español 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 e-mail 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 percent of the total U.S. Hispanic population and, according to Census proportions, provide a close approximation of total breakdowns by countries of Hispanic origins.

About Roslow Research Group

New York-based Roslow Research Group is a full-service research and consulting firm specializing in the Hispanic market and other diversity segments.

The company has served the marketing and media industries in the U.S. and Canada since 1984.

About Autobytel Inc.

Autobytel Inc. bills itself as one of the world’s largest, most diversified online automotive commerce and information companies.

As the company that owns and operates Autobytel.com, Autoweb.com, Carsmart.com, Autosite.com, and AIC (Automotive Information Center), Autobytel Inc. says its mission is to provide marketing, data, technology and management services to benefit every manufacturer and

dealership.

The company powers manufacturer and portal auto

channels with data and tools to help customers buy cars; provides advertising programs for manufacturers and dealers to target customers; develops technology to drive one of the most advanced inventory-based manufacturer’s online car selling program to date; and generates billions of dollars in car sales for dealers through the company’s popular Web sites.

Serving approximately 6,000 subscribing dealers and 25 international automotive manufacturer customers, Autobytel Inc. Web sites are receiving approximately 3 million unique visitors a month(3), and Autobytel Inc. content and technology has potential exposure to over 90 percent of total Web traffic(4). It is estimated that the vast majority of the 60 percent of all Americans who go online to research and shop for a car will encounter Autobytel Inc. content or technology, or an Autobytel Inc. brand, during the process.

Sources

(1) Santiago & Valdes Solutions (March 2001)

(2) Strategy Research Corp.

(3) Media Metrix July 2001 Digital Media Audience Report (Autobytel Inc. Web sites include Autobytel.com, Autoweb.com, CarSmart.com, Autoweb.com/Lycos co-branded pages and Autosite.com.)

(4) Media Metrix July 2001 Digital Media Audience Report (Autobytel Inc. provides content to Yahoo.com, AOL Web sites, MSN.com and Lycos.com. The unduplicated audience of these four sites accounts for over 90 percent of total traffic.)