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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 • elianne@latism.org • 646-932-7752!                         1

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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Latism bloguera study

  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Latina Bloguera Survey – 2010! © 2010 Latinos in Social Media (LATISM) All Rights Reserved. Latina Bloguera Survey – 2010 30
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