Latina Bloguera Survey – 2010!
                                                       © 2010 Latinos in Social Media (LATI...
L A T I S M!                   Latina Bloguera Survey – 2010!
                                     © 2010 Latinos in Socia...
Latina Bloguera Survey – 2010!
                                 © 2010 Latinos in Social Media (LATISM) All Rights Reserve...
Latina Bloguera Survey – 2010!
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orgANIZING COMMITTEE !
                                                                Latina Bloguera Survey – 2010!
    ...
Scholarship winners!
                                                                      Latina Bloguera Survey – 2010!
...
l a t i s m!
               Latina Bloguera Survey – 2010!
                  © 2010 Latinos in Social Media (LATISM) All R...
Latina Bloguera Survey – 2010!
                                      © 2010 Latinos in Social Media (LATISM) All Rights Re...
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Latism bloguera study

  1. 1. Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. L a t i s m B l o g u e r a s u r v e y • 2 0 1 0! CONTACT: Elianne Ramos, LATISM communications Vice-Chair • elianne@latism.org • 646-932-7752! 1

  2. 2. L A T I S M! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. 
Founded
in
2009,
La0nos
in
Social
Media
(LATISM)
is
a
501(c)
3
 nonprofit,
nonpar0san
organiza0on
dedicated
to
advancing
the
 social,
civic
and
economic
status
of
the
La0no
community.

 
LATISM
ac0vely
engages
in
digital
communi0es
to
ensure
that
online
 discourse
more
accurately
reflects
the
rich
diversity
of
thought,
 heritage
and
culture
in
our
changing
society.


 ABOUT 
We
empower
La0nos
to
adopt
and
make
full
use
of
online
social
 networks
and
applica0ons
by
providing
capacity‐building
training,
 informa0on,
resources
and
networking
opportuni0es.


 
LATISM
also
researches
and
analyzes
La0no
use
of
online
social
 networks
to
inform
decision‐making
by
businesses,
nonprofits,
 policymakers
and
others
seeking
to
reach
or
mobilize
La0nos.
 2

  3. 3. Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. What’s a Bloguera, anyway? They
are
outspoken,
they
are
young,
they
are
extremely
web‐savvy.

 Word
by
word,
they
manage
to
change
a
readers’
consciousness,
their
mood,
the
 way
that
issues
are
perceived.
From
their
no‐longer
obscure
corner
of
the
 web,
they
share
their
worldview
and

 succeed
at
coloring
ours.
 They
are
the
fastest‐growing
segment
in
the
blogosphere,
the
gateway
to

 a
world
filled
with
avid
followers
and
brand
loyalty.


 They
are
today’s
influencers.


 Our
subjects
for
this
survey
also
happen
to
be
LATINAS:

 the
passionate
women
who
capture
the
effervescence
of
our

 culture
in
a
way
that
is,
literally,
changing
the
face
of
blogging.

 3

  4. 4. Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Why a Bloguera Survey? There’s much to be said for diversity and its importance, for it means a lot more than minority representation: –  It means the chance for various opinions and worldviews to join the metaphorical “table”. –  It means variety of thought, a place where language and cultural skills can be leveraged One of the most important missions of the LATISM organization is to provide a common platform of support and networking as well as promoting emerging talent & experts in the social media arena. By June 2008, Technorati was indexing 112.8 million blogs. Latinas, one of the fastest-growing blogging demographics, have traditionally been overlooked and undercounted in these type of surveys. We hope that, with the insights gathered here, we can become the megaphone through which these blogueras’ stories can be amplified so that their voices don’t continue to go unheard, so that their messages can reach farther. 4

  5. 5. d e t a i l s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. SCOPE: A comprehensive survey of Latinas bloggers demographics, psychographics, preferred topics and blogging tools as well as the impact of their ethnic background on their blogging NUMBER OF RESPONDENTS: 939 Latinas, ages 18 and older GEOGRAPHICAL LOCATION: USA Survey TIMELINE: July 1st to July 15, 2010 METHODOLOGY: Invitation to participate in the survey was distributed to the LATISM community via Twitter, FaceBook and LinkedIn platforms. Surveys were conducted online via SurveyMonkey.com. VIDEOS: Interviews with 20 Latina bloggers to help capture a more in depth understanding of why Latinas blog and what makes them unique 5

  6. 6. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Blogging Frequency How often do you blog? l Latina bloggers are active Less than once a week; contributors. 2% u Most, (57%) write twice or Daily or more; Once a week; 23% 18% more blog posts a week. s Only 2% post less than once a week 2 or more times a week; 57% e R 6

  7. 7. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Blog Topics t Parenting (62.7%), Latino issues (54.4%) and Heritage Culture (18.2%) took the highest scores. Cooking/Recipe, Beauty/Fashion, Art and Technology were also popular topics. l What do you blog about? (Choose all that apply) Parenting 62.7% Latino issues 54.4% Heritage/ 18.2% u Culture Cooking/ 15.1% Recipes Beauty/Fashion 14.8% Art 14.6% s Technology 14.0% Lifestyle/ 10.9% Personal Marketing/PR 10.6% Other (please 7.3% specify) e Social Media 5.8% Politics 4.9% Faith/Spiritual 4.7% Healthcare 2.6% R 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 7

  8. 8. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Blogs Managed How many blogs do you manage? l Most Latinas manage only one blog, 57% u 3 Blog; A significant 43% 15% manage more than one blog s 2 Blog 1 Blog; 27% 57% e R 8

  9. 9. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Platforms Used t Most Latina bloggers use Word press (80%) and own their domain name. A majority (72%) have also used Ning. l What platforms do you blog on? u 90.0% 80.2% 77.3% 80.0% 71.9% 70.0% 60.0% 50.0% s 40.0% 30.0% 19.9% 20.0% 10.0% 0.9% 2.6% 0.0% e Wordpress Blogger Ning A community I own my own Other (please platform domain specify) (blogher, etc.) R 9

  10. 10. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Reasons For Blogging Most Latinas blog to share their opinion (45%) and to connect with others (44%). Top other reason: to market their business or product (24%). l Reasons you blog? (choose all that apply) To share my opinions 45.3% u To connect with others 44.4% To market my business or product 23.5% To share my knowledge and expertise 11.6% s For fun 11.1% Other (please specify) 2.4% It's my job (Blog for a brand/Org) 1.8% I get paid to do blog posts 1.6% e All of the above 0.2% None of the above 0.1% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% R 10

  11. 11. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Languages t Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%) l Which languages do you blog in? English
 72.3%
 u Spanish
 69.3%
 s Spanglish
 8.5%
 Bilingual
 3.1%
 e Other
(please
specify)
 0.6%
 0.0%
 10.0%
 20.0%
 30.0%
 40.0%
 50.0%
 60.0%
 70.0%
 80.0%
 R 11

  12. 12. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Marketing Tools t Most Latinas use Facebook (98%) and Twitter (93%) to market their blogs. Comments on other blogs (62%) was another popular way to build awareness. l Which of the following tools do you use to market your blog? Facebook 98.4% u Twitter 92.9% Comment on other blogs 61.7% SEO 20.0% s Attend blogger conferences 15.3% MySpace 8.7% Hire other bloggers 5.2% e Other Tools you use (please specify) 2.0% Pay for advertising 1.3% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% R 12

  13. 13. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Monetization & Promotion t Latinas are actively monetizing and promoting their blogs: 71% participate in blog ad networks while 70% also review products and 63% write free guest posts. l Which of the following do you do as a blogger? Participate in a blog ad network 71.4% Receive products to review on your blog 69.9% u Do free guest post on other’s blogs 63.0% Receive compensation for reviewing products on your blog 16.0% Video Blog/Vblog 12.3% Get paid to write blog posts for other’s blogs 11.1% s Host/Participate in Twitter Parties 6.2% Sell ad space on your blog (includes text links, ads etc. 4.2% Write sponsored posts 2.8% Contact Brands proactively to get sponsorships 2.2% Sell products on your blog 2.0% e Get paid to be a Brand Ambassador 1.5% Podcast 1.2% Get paid to host contest 0.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% R 13

  14. 14. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Mobile Use t Which of the following do you do via your cell phone? l 100.0% 93.3% 90.3% 90.0% 81.4% 80.0% 76.2% u 70.0% 60.0% 50.0% 40.0% 30.0% s 20.0% 15.3% 10.4% 10.0% 0.0% Tweet Update on Read blogs Manage my FourSquare Use apps Facebook blog e Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%). R 14

  15. 15. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Being a Latina t How
much
do
you
focus
on
being
a
LaCna
in
your
 l While 37% blog?
 of Latinas blog mostly I
have
not
men0oned
 about their that
I
am
a
La0na
on
 u my
blog
at
all;
18%
 ethnicity, most Latinas do not focus My
blog
is
mostly
about
 being
a
La0na;
37%
 exclusively s on this factor. I
rarely
bring
up
that
I
 am
a
La0na;
23%
 e I
some0mes
bring
up
 that
I
am
a
La0na
on
 my
blog;
22%
 R 15

  16. 16. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Impact of Being a Latina t True or False: l 216
 Being a Latina has had no impact on my blogging 715
 As a Latina I get less opportunities to work with 214
 Brands 717
 u As a Latina I get paid less than non Latina 212
 bloggers 719
 s Being a Latina makes it harder for me to get 216
 credibility 716
 Being a Latina has helped me get sponsorships or 211
 advertising 722
 e Being a Latina has helped me increase my 213
 readership 721
 0
 100
 200
 300
 400
 500
 600
 700
 800
 R 16

  17. 17. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Why did they start to blog? “I started it as a place to vent” l “I opened a page on WordPress “To look more critically at and just did it. Thought I'd give Latino leadership” it a try” u “To promote my business” s “As a way to work from home and be able to quit my full-time job” e “To keep track of my art, and share it with fans” R “Because I want to communicate with other Latinas like me” 17

  18. 18. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Impact of Being a Latina on topics chosen? t “My culture is very much who I am even if I don’t bring it up a lot” l “It heavily influences the topics I choose to write about… I usually start with a personal experience and then expand into the implications of that u experience on a larger scale” s “The more I explore food and cooking and learning and blogging, I realize I really want to learn more about my culture via food” e “The impact has been more about giving a voice and covering community events that are sometimes ignored by the mainstream media” R 18

  19. 19. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Demographics t Country of Birth Average Year/ Started Blogging Mexico 411 2006 l US 321 Puerto Rico 66 Dominican 24 Venezuela 21 u El Salvador 5 Perhaps Cuba 3 reflecting the Spain 2 makeup of Ecuador 2 the larger Latino s Argentina 2 population, Sweeden 1 the great Tailand 1 majority of Pakistan 1 participants Peru 1 were born in e Honduras 1 Mexico and Bolivia 1 the US Belize 1 0 50 100 150 200 250 300 350 400 450 R 19

  20. 20. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Demographics t Bloguera Age Distribution Average Age: l Under 24 8 31 u 25 to 29 184 While every age 30 to 39 641 bracket was represented, 40 to 49 84 the great s majority is in 50+ 16 their 30s. 0 100 200 300 400 500 600 700 e R 20

  21. 21. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Demographics l Household Income – Optional Answer $150,000 or more 1.8% $100,000 to $149,999 1.3% u $90,000 to $99,999 0.8% $80,000 to $89,999 46.5% $70,000 to $79,999 1.0% $60,000 to $69,999 1.0% $50,000 to $59,999 1.1% s $40,000 to $49,999 0.3% $30,000 to $39,999 44.0% $20,000 to $29,999 1.0% $10,000 to $19,999 0.7% e Less than $10,000 0.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% R 21

  22. 22. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Family Life t What is your marital status? l An
overwhelming

 number
of

 Blogueras
(70%)

 Now married; u seem
to
be
making
 Never married; 30% 36% their
own
way

 when
it
comes
to

 family
and
their

 s own
lives:
 Widowed; only
30%
report
 0% being
married
 Separated; 11% Divorced; e 23% R 22

  23. 23. s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. t Family Life - Children How many kids do you have? l (include step children, any child living with you) A
whooping

 85.6%
of
these

 u Kids 6+ 0.2% La0nas
are
Moms,

 having
between

 Kids 5 5.7% 2
and
4
children.
 Kids 4 14.8% s Only
5.2%
has

 Kids 3 44.7% no
children.
 Kids 2 26.1% Kids 1 3.2% e None 5.2% 0.0% 20.0% 40.0% 60.0% R 23

  24. 24. Y! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. R The
world
has
certainly
changed
a
lot
since
our
“abuelitas”
(grandmas)

 A used
to
keep
a
secret
dairy.
Today’s
La0nas
are
open‐minded,
opinionated
and
 love
to
share
their
innermost

thoughts
online…
in
two
different
languages!

 At
the
same
0me,
while
they
have
shed
certain
tradi0ons,
these
independent
 M heads
of
households
have
managed
to
tap
into
the
gregarious
aspect
of
our
 culture:
the
sense
of
community,

which
earned
high
marks
as
a
main
mo0vator
to
 start
pos0ng.
 M They
have
succeeded
at
plan0ng
themselves
right
at
the
epicenter
of
merging
 worlds:
between
tradi0on
and
modernity,
between
English
and
Spanish,
between
 American
and
La0no
cultures.

 The
intrinsic
characteris0cs
of
blogging,
where
the
private
becomes
public
and
 U communi0es
rally
together
around
common
interests,
make
it
the
perfect
plaaorm
 for
the
La0na
Passion.
 S 24

  25. 25. f i n d i n g s! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. • 
The
number
of
blogueras
has
been
climbing
steadily
for
the
past
10
years
but
the
 numbers
really
skyrocketed
last
year:
63%
started
blogging
in
2009
and
it’s
expected
to
 con0nue
climbing.

 • 
Most
feel
being
a
La0na
has
helped
them
find
sponsorships
and
readers
but
in
general
 feel
they
get
less
opportuni0es
compared
to
non‐La0nas
 • 
Young:
The
largest
group
is
between
30
and
39
 • 
Mothers:
83%
has
between
2
and
4
kids
 • 
Heads
of
household:

70%
is
either
single,
divorced
or
separated
 • 
Commitment:
75%
blog
two
or
more
0mes
a
week
 • 
77%
have
invested
in
their
own
domain
 • 
98%
plus
are
ac0ve
in
social
media
 • 
A
surprising
72%
blog
primarily
in
English
 K e y • 
Mobile:

 ‐ 
81%
use
their
phone
to
tweet
 ‐ 
90%
use
it
for
FB
 ‐ 
93%
use
apps
 25

  26. 26. S! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. R O S N LATISM
 Community
 via
donaCons
 O P S 26

  27. 27. orgANIZING COMMITTEE ! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Monica
Vila
 Dr.
Daisy
Sutherland
 Denise
Icaza
 Lexi
Esparza
 Elianne
Ramos
 Jeanneke
Kaplun
 @TheOnlineMom
 @DrMommy
 @Coupon_Chica
 @LaPrimera
 @ergeekgoddess
 @jeannekekaplun
 Chief
Reporter
 Migdalia
Rivera
 Ana
L.
Flores
 Kety
Esquivel
 Carolyn
Gonzalez
 Melanie
Edwards
 Julie
Diaz
Asper
 @MsLa0na
 @LAFlowers
 @Ketye
 @Carogonza
 @modernmami
 @JulieDiazAsper
 Lisa
Perez
 Mariana
Perez
 Carrie
F.
Weir
 Sylvia
Mar0nez
 Ana
Roca
Castro
 @NewYorkChica
 @OhMariana
 @CarieFweir
 @mamala0na
 @AnaRC
 27

  28. 28. Scholarship winners! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. LATISM’s BlogHer Scholarship Recipients Liz
Cerezo
 Dariela
Cruz
 Janis
Marie
 Blanca
Stella
 Maegan
Or0z
 Denise
Icaza
 Carolyn
Gonzalez
 @Thoughtsofamomy
 @DarielaCruz
 @sneakpeekatme
 @micaminar
 @VivirLa0no
 @Coupon_Chica
 @Carogonza
 Migdalia
Rivera
 Lisa
Perez
 Dr.
Daisy
Sutherland
 Lexi
Esparza
 Laura
Tellado
 Reina
Valenzuela
 Ofelia
Almedina
 @MsLa0na
 @NewYorkChica
 @DrMommy
 @LaPrimera
 @Laurita86
 @Soylamar
 @OfeliaNJ
 28

  29. 29. l a t i s m! Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. 2803 Olive Avenue NW Washington, DC 20007 Contact 646.932.7752 info@latism.org Latism.org @Latism 29

  30. 30. Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Latina Bloguera Survey – 2010 30
 © Latinos in Social Media [LATISM] 2009 - All Rights Reserved
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