Latinos in Social Media [LATISM] Releases First Study Ever to Independently Assess Latina bloggers
The first study ever to take a look at Latina bloggers from both a demographic and cultural standpoint. Given the growth of the Hispanic market, these Latinas are the vanguard of the most attractive emerging consumer segment for companies right now.
Latinos in Social Media [LATISM] Releases First Study Ever to Independently Assess Latina Bloggers
Washington, DC – August 16, 2010 – Latinos in Social Media [LATISM], the first and largest non-profit organization to engage, organize, train and promote Latinos and Latinas in the social media arena, 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, and conducted through the leading online research tool Survey Monkey [www.surveymonkey.com]
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:
• 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
• 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 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:
o 81% use their phone to tweet
o 90% use it for FB
o 93% use apps
“We are very proud and astounded at the results of this survey, both in the results and the methodology. The fact that we were able to reach such a large amount of bloggers with little budget and solely via the social media platforms through our LATISM community is a true testament to the power of Social Media and the tremendous impact that Latinos are having in that space,” added Roca Castro.
To analyze the demand and capacity factors across geographies, survey results were based on:
• Research data and statistics collected via Surveymonkey [http://www.surveymonkey.com] from July 1st to July 15, 2010
• Research was then distributed to the LATISM community via Twitter, FaceBook and LinkedIn platforms
• A sample of 939 confidential interviews with adult females of Latino descent ages 18 and older based in USA and Latin America
• Interviews with 20 of the top Latina bloggers to help capture a more in depth understanding of why Latinas blog and what makes them unique
• Margin of error: +/-3 to 4 percentage points
ABOUT LATINOS IN SOCIAL MEDIA [LATISM]
Founded in 2009, Latinos in Social Media (LATISM) is a 501(c) 3 nonprofit, nonpartisan organization dedicated to advancing the social, civic and economic status of the Latino community by providing capacity-building training, information, resources and networking opportunities. LATISM also researches and analyzes Latino use of online social networks to inform decision-making by businesses, nonprofits, policymakers and others seeking to reach or mobilize Latinos. This is the first in a series of surveys carried out by Latinos in Social Media [LATISM], to explore the state of online and social media usage among Latinos.
Full survey report can be accessed via a PDF at: http://latism.org/
Latinos in Social Media.org blog: http://latism.org
Survey Sponsors: BlogHer, Comcast, General Mills/Qué Rica Vida, Hispanic Information & Telecommunications Network [HITN], Premier Social Media, Hispanic Technology and Telecommunications Partnership [HTTP] , GigCoin , Speak Hispanic Communications
Permanent URL for the LATISM Latina Survey Report page: http://latism.org/
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Latinos in Social Media (LatISM) is the first and largest entity to organize, train and promote social media professionals who are either of Latino origin or target the Hispanic/multicultural audience. Visit http://www.latism.org for more information.
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