Latinos in Social Media [LATISM] has released the results to the first study ever to take a look at Latina bloggers both from a demographic and a cultural standpoint. Given the growth of the Hispanic market, these Latinas are the vanguard of an emerging consumer segment that is the most attractive target for companies right now.
Carried out by LATISM through Survey Monkey, “The LATISM Bloguera Survey” questioned 939 respondents in the United States and Latin America.
You can access the full report here: Presentation-final
Importantly, the survey – comprising a detailed quantitative model, a summary video and a 30-page report – assessed household data, preferred topics, blogging tools, geography and language questions. In addition to measuring demographic stats, the study delved into psychographic insights to get an in-depth look at why Latinas blog and the impact of their cultural background on their blogging.
Key Findings indicate a steady increase in the number of blogs authored by Latinas since 2006 to date, with a very marked peak in Latina blogs created in 2009: 63% of all respondents having started a blog within the last year. All projections for 2010 indicate that the trend will continue.
One of the most startling facts uncovered by the study is that an overwhelming number of these Blogueras (70%) are heads of household while managing to keep up with the amazing demands of both producing and marketing a blog: While only 30% report being married, a significant 43% managing more than one blog and 57% writing two or more posts a week.
“These blogueras are a reflection of the way Latinos and Latinas are coloring the world we live in, said Ana Roca-Castro, Chair and Founder of Latinos in Social Media [LATISM]. Through blogging, they have planted themselves right at the epicenter of merging worlds: between tradition and modernity, between off-line and on-line, between English and Spanish, between American and Latino cultures.”
Other Key Findings:
- Young: The largest group of respondents is between 30 and 39
- Mothers: 83% has between 2 and 4 kids
- Heads of household: 70% is either single, divorced or separated
- Yearly Earnings: Of the respondents, 46.5% reports earnings of $80,000 – 89,000 a year, closely followed by 44% who earn $30,000 to $39,000 a year. Less than 3% reported earnings of $100,000 or more
- Committed: 75% blog two or more times a week
- 77% have invested in their own domain
- 98% plus are active in social media
- A surprising 72% blog primarily in English
- 62.7% blog about Parenting, followed closely by Latino issues [54.4%]. Other popular topics included Heritage/Culture, Cooking/Recipes, Beauty/Fashion, Art, Technology and politics
- While 37% of Latinas blog mostly about their ethnicity, most of them seldom or ever focus on this factor
- Most feel being a Latina has helped them find sponsorships and readers and readers, but in general feel they get less opportunities compared to non-Latinas
- Mobile Usage:
- 81% use their cell phones to tweet
- 90% use their cellphones for FaceBook
- 93% use apps
To analyze the demand and capacity factors across geographies, survey results were based on:
- Research data and statistics collected via online surveys from July 1st to July 15, 2010
- Survey was then distributed to the LATISM community via Twitter, FaceBook and LinkedIn platforms
- 939 confidential surveys with Latinas ages 18 and older based in USA and Latin America
- Interviews with 20 Latina bloggers to help capture a more in depth understanding of why Latinas blog and what makes them unique
The Bloguera Survey comes on the heels of the 2010/2011 Hispanic Social Media Guide recently published by the Hispanic PR Blog in partnership with the Hispanic Public Relations Association (HPRA) and the Word of Mouth Marketing Association (WOMMA). To get your copy to that guide click here.