latism bloguera study
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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 • [email protected] • 646-932-7752! 1
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Foundedin2009,La0nosinSocialMedia(LATISM)isa501(c)3nonprofit,nonpar0sanorganiza0ondedicatedtoadvancingthesocial,civicandeconomicstatusoftheLa0nocommunity.
LATISMac0velyengagesindigitalcommuni0estoensurethatonlinediscoursemoreaccuratelyreflectstherichdiversityofthought,heritageandcultureinourchangingsociety.
WeempowerLa0nostoadoptandmakefulluseofonlinesocialnetworksandapplica0onsbyprovidingcapacity‐buildingtraining,informa0on,resourcesandnetworkingopportuni0es.
LATISMalsoresearchesandanalyzesLa0nouseofonlinesocialnetworkstoinformdecision‐makingbybusinesses,nonprofits,policymakersandothersseekingtoreachormobilizeLa0nos.
AB
OU
T
LA
TIS
M!
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
What’s a Bloguera, anyway?
Theyareoutspoken,theyareyoung,theyareextremelyweb‐savvy.Wordbyword,theymanagetochangeareaders’consciousness,theirmood,the
waythatissuesareperceived.Fromtheirno‐longerobscurecorneroftheweb,theysharetheirworldviewand
succeedatcoloringours.
Theyarethefastest‐growingsegmentintheblogosphere,thegatewaytoaworldfilledwithavidfollowersandbrandloyalty.
Theyaretoday’sinfluencers.
OursubjectsforthissurveyalsohappentobeLATINAS:thepassionatewomenwhocapturetheeffervescenceofourcultureinawaythatis,literally,changingthefaceofblogging.
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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.
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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
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
Su
rv
ey
d
et
ail
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Less than once a week; 2%
Once a week; 23%
2 or more times a week; 57%
Daily or more; 18%
How often do you blog?
Latina bloggers are active contributors. Most, (57%) write twice or more blog posts a week. Only 2% post less than once a week
Blogging Frequency
Re
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
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.
Blog Topics
2.6%
4.7%
4.9%
5.8%
7.3%
10.6%
10.9%
14.0%
14.6%
14.8%
15.1%
18.2%
54.4%
62.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Healthcare
Faith/Spiritual
Politics
Social Media
Other (please specify)
Marketing/PR
Lifestyle/Personal
Technology
Art
Beauty/Fashion
Cooking/Recipes
Heritage/Culture
Latino issues
Parenting
What do you blog about? (Choose all that apply)
Re
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
1 Blog; 57%
2 Blog 27%
3 Blog; 15%
How many blogs do you manage?
Most Latinas manage only one blog, 57%
A significant 43% manage more than one blog
Blogs Managed
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
80.2%
19.9%
71.9%
0.9%
77.3%
2.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Wordpress Blogger Ning A community platform
(blogher, etc.)
I own my own domain
Other (please specify)
What platforms do you blog on?
Most Latina bloggers use Word press (80%) and own their domain name. A majority (72%) have also used Ning.
Platforms Used
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Most Latinas blog to share their opinion (45%) and to connect with others (44%). Top other reason: to market their business or product (24%).
Reasons For Blogging
0.1%
0.2%
1.6%
1.8%
2.4%
11.1%
11.6%
23.5%
44.4%
45.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
None of the above
All of the above
I get paid to do blog posts
It's my job (Blog for a brand/Org)
Other (please specify)
For fun
To share my knowledge and expertise
To market my business or product
To connect with others
To share my opinions
Reasons you blog? (choose all that apply)
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
0.6%
3.1%
8.5%
69.3%
72.3%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Other(pleasespecify)
Bilingual
Spanglish
Spanish
English
Which languages do you blog in?
Most Latinas blog in English (72%), with a majority also blogging in Spanish (69%)
Languages
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
1.3%
2.0%
5.2%
8.7%
15.3%
20.0%
61.7%
92.9%
98.4%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Pay for advertising
Other Tools you use (please specify)
Hire other bloggers
MySpace
Attend blogger conferences
SEO
Comment on other blogs
Which of the following tools do you use to market your blog?
Most Latinas use Facebook (98%) and Twitter (93%) to market their blogs. Comments on other blogs (62%) was another popular way to build awareness.
Marketing Tools
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
0.8%
1.2%
1.5%
2.0%
2.2%
2.8%
4.2%
6.2%
11.1%
12.3%
16.0%
63.0%
69.9%
71.4%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Get paid to host contest
Podcast
Get paid to be a Brand Ambassador
Sell products on your blog
Contact Brands proactively to get sponsorships
Write sponsored posts
Sell ad space on your blog (includes text links, ads etc.
Host/Participate in Twitter Parties
Get paid to write blog posts for other’s blogs
Video Blog/Vblog
Receive compensation for reviewing products on your blog
Do free guest post on other’s blogs
Receive products to review on your blog
Participate in a blog ad network
Which of the following do you do as a blogger?
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.
Monetization & Promotion
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Latinas actively use their cell phones to tweet (81%), update on Facebook (90%). Most use apps (93%) and read blogs (76%).
Mobile Use
81.4%
90.3%
76.2%
15.3% 10.4%
93.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Tweet Update on Facebook
Read blogs Manage my blog
FourSquare Use apps
Which of the following do you do via your cell phone?
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Being a Latina
MyblogismostlyaboutbeingaLa0na;37%
Isome0mesbringupthatIamaLa0naon
myblog;22%
IrarelybringupthatIamaLa0na;23%
Ihavenotmen0onedthatIamaLa0naonmyblogatall;18%
HowmuchdoyoufocusonbeingaLaCnainyourblog?While 37%
of Latinas blog mostly about their ethnicity, most Latinas do not focus exclusively on this factor.
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
721
722
716
719
717
715
213
211
216
212
214
216
0 100 200 300 400 500 600 700 800
Being a Latina has helped me increase my readership
Being a Latina has helped me get sponsorships or advertising
Being a Latina makes it harder for me to get credibility
As a Latina I get paid less than non Latina bloggers
As a Latina I get less opportunities to work with Brands
Being a Latina has had no impact on my blogging
True or False:
Impact of Being a Latina
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Why did they start to blog?
“Because I want to communicate with other Latinas like me”
“I started it as a place to vent”
“To keep track of my art, and share it with fans”
“I opened a page on WordPress and just did it. Thought I'd give it a try”
“To look more critically at Latino leadership”
“To promote my business”
“As a way to work from home and be able to quit my full-time job”
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Impact of Being a Latina on topics chosen?
“The more I explore food and cooking and learning and blogging, I realize I really want to learn more about my culture via food”
“My culture is very much who I am even if I don’t bring it up a lot”
“The impact has been more about giving a voice and covering community events that are sometimes ignored
by the mainstream media”
“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 experience on a larger scale”
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
1
1
1
1
1
1
1
2
2
2
3
5
21
24
66
321
411
0 50 100 150 200 250 300 350 400 450
Belize
Bolivia
Honduras
Peru
Pakistan
Tailand
Sweeden
Argentina
Ecuador
Spain
Cuba
El Salvador
Venezuela
Dominican
Puerto Rico
US
Mexico
Country of Birth
Demographics
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Perhaps reflecting the
makeup of the larger
Latino population,
the great majority of
participants were born in Mexico and
the US
Average Year/ Started Blogging
2006
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Average Age:
31
Demographics
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16
84
641
184
8
0 100 200 300 400 500 600 700
50+
40 to 49
30 to 39
25 to 29
Under 24
Bloguera Age Distribution
While every age
bracket was represented,
the great majority is in
their 30s.
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
0.4%
0.7%
1.0%
44.0%
0.3%
1.1%
1.0%
1.0%
46.5%
0.8%
1.3%
1.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
Less than $10,000
$10,000 to $19,999
$20,000 to $29,999
$30,000 to $39,999
$40,000 to $49,999
$50,000 to $59,999
$60,000 to $69,999
$70,000 to $79,999
$80,000 to $89,999
$90,000 to $99,999
$100,000 to $149,999
$150,000 or more
Household Income – Optional Answer
Demographics
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Now married; 30%
Widowed; 0%
Divorced; 23%
Separated; 11%
Never married; 36%
What is your marital status?
Family Life
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AnoverwhelmingnumberofBlogueras(70%)seemtobemakingtheirownwaywhenitcomestofamilyandtheirownlives:only30%reportbeingmarried
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
5.2%
3.2%
26.1%
44.7%
14.8%
5.7%
0.2%
None
Kids 1
Kids 2
Kids 3
Kids 4
Kids 5
Kids 6+
0.0% 20.0% 40.0% 60.0%
How many kids do you have? (include step children, any child living with you)
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Family Life - Children
Awhooping85.6%oftheseLa0nasareMoms,havingbetween2and4children.Only5.2%hasnochildren.
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
SU
MM
AR
Y!
Theworldhascertainlychangedalotsinceour“abuelitas”(grandmas)usedtokeepasecretdairy.Today’sLa0nasareopen‐minded,opinionatedandlovetosharetheirinnermostthoughtsonline…intwodifferentlanguages!
Atthesame0me,whiletheyhaveshedcertaintradi0ons,theseindependentheadsofhouseholdshavemanagedtotapintothegregariousaspectofourculture:thesenseofcommunity,whichearnedhighmarksasamainmo0vatortostartpos0ng.
Theyhavesucceededatplan0ngthemselvesrightattheepicenterofmergingworlds:betweentradi0onandmodernity,betweenEnglishandSpanish,betweenAmericanandLa0nocultures.
Theintrinsiccharacteris0csofblogging,wheretheprivatebecomespublicandcommuni0esrallytogetheraroundcommoninterests,makeittheperfectplaaormfortheLa0naPassion.
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Ke
y
fi
nd
in
gs!
• Thenumberofbloguerashasbeenclimbingsteadilyforthepast10yearsbutthenumbersreallyskyrocketedlastyear:63%startedbloggingin2009andit’sexpectedtocon0nueclimbing.
• MostfeelbeingaLa0nahashelpedthemfindsponsorshipsandreadersbutingeneralfeeltheygetlessopportuni0escomparedtonon‐La0nas
• Young:Thelargestgroupisbetween30and39
• Mothers:83%hasbetween2and4kids
• Headsofhousehold:70%iseithersingle,divorcedorseparated
• Commitment:75%blogtwoormore0mesaweek
• 77%haveinvestedintheirowndomain
• 98%plusareac0veinsocialmedia
• Asurprising72%blogprimarilyinEnglish
• Mobile:‐ 81%usetheirphonetotweet‐ 90%useitforFB‐ 93%useapps
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
SP
ON
SO
RS!
LATISMCommunityviadonaCons
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
MonicaVila@TheOnlineMom
Dr.DaisySutherland@DrMommyChiefReporter
DeniseIcaza@Coupon_Chica
LexiEsparza@LaPrimera
ElianneRamos@ergeekgoddess
MigdaliaRivera@MsLa0na
AnaL.Flores@LAFlowers
MarianaPerez@OhMariana
CarolynGonzalez@Carogonza
JulieDiazAsper@JulieDiazAsper
JeannekeKaplun@jeannekekaplun
MelanieEdwards@modernmami
KetyEsquivel@Ketye
CarrieF.Weir@CarieFweir
LisaPerez@NewYorkChica
or
gA
NIZ
ING
C
OM
MIT
TE
E !
AnaRocaCastro@AnaRC
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SylviaMar0nez@mamala0na
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
LATISM’s BlogHer Scholarship Recipients
LizCerezo@Thoughtsofamomy
DarielaCruz@DarielaCruz
JanisMarie@sneakpeekatme
BlancaStella@micaminar
MaeganOr0z@VivirLa0no
LauraTellado@Laurita86
ReinaValenzuela@Soylamar
OfeliaAlmedina@OfeliaNJ
Sc
ho
la
rs
hip
w
inn
er
s!
MigdaliaRivera@MsLa0na
CarolynGonzalez@Carogonza
LisaPerez@NewYorkChica
Dr.DaisySutherland@DrMommy
DeniseIcaza@Coupon_Chica
LexiEsparza@LaPrimera
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
2803 Olive Avenue NW Washington, DC 20007
646.932.7752 [email protected]
Latism.org @Latism
Co
nt
ac
t
la
tis
m!
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Latina Bloguera Survey – 2010!© 2010 Latinos in Social Media (LATISM) All Rights Reserved.
Latina Bloguera Survey – 2010 © Latinos in Social Media [LATISM] 2009 - All Rights Reserved
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