This study examined child seating patterns in two predominantly low-income, Hispanic communities in Massachusetts. The purpose was to determine the factors associated with child rear seating in the community as a whole and for a subset of Hispanic motorists. Five hundred and five vehicles carrying child passengers and no adult other than the driver were observed in parking lots of fast food restaurants and grocery stores. Four hundred and thirty-two vehicle drivers agreed to be interviewed. A child was defined as a passenger younger than age 12 as determined by appearance and height (head below the vehicle headrest when seated). Variables under study included driver gender, age, ethnicity, and educational attainment; driver shoulder belt use; driver perception of passenger-side airbag presence; and the number and ages of children in the car. Overall, 51% of vehicles were observed with all children seated in the rear. In a bivariate analysis, child rear seating was strongly associated with female drivers ( P=0.01), younger drivers ( P=0.02), driver shoulder belt use ( P<0.00), perceived presence of a passenger-side airbag ( P<0.00), all children in the vehicle ≤6 years old ( P<0.00), and fewer than three children in the vehicle ( P<0.00). Non-Hispanic ethnicity was weakly associated with child rear seating ( P=0.09). In the multivariate analysis, only the association between child rear seating and all children in the vehicle ≤6 years old remained strong (RR 2.4, 95% CI 1.7–3.3). Factors associated with rear seating were similar between Hispanic and non-Hispanic motorists. Controlling for other factors, the presence of a passenger-side airbag appeared to be more strongly associated with rear seating among non-Hispanics compared to Hispanics (RR 1.5 versus 1.1). Fewer Hispanic motorists drove vehicles with all children in the rear compared with the non-Hispanic motorists (48% versus 56%); this difference appears to be associated with the finding that fewer Hispanic drivers wore their seat belt. For both Hispanic and non-Hispanic motorists, efforts to increase child rear seating should focus on older children, male drivers, and on increasing general motor vehicle safety behavior (e.g. seat belt use). Messages should be culturally appropriate and should emphasize driver seat belt use in conjunction with rear seating and the importance of rear seating regardless of the presence of a passenger-side airbag.