Latism bloguera study

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


Foundedin2009,La0nosinSocialMedia(LATISM)isa501(c)3nonprofit,nonpar0sanorganiza0ondedicatedtoadvancingthesocial,civicandeconomicstatusoftheLa0nocommunity.

LATISMac0velyengagesindigitalcommuni0estoensurethatonlinediscoursemoreaccuratelyreflectstherichdiversityofthought,heritageandcultureinourchangingsociety.

WeempowerLa0nostoadoptandmakefulluseofonlinesocialnetworksandapplica0onsbyprovidingcapacity‐buildingtraining,informa0on,resourcesandnetworkingopportuni0es.

LATISMalsoresearchesandanalyzesLa0nouseofonlinesocialnetworkstoinformdecision‐makingbybusinesses,nonprofits,policymakersandothersseekingtoreachormobilizeLa0nos.

AB

OU

T

LA

TIS

M!

2


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.

3


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


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

s!

5


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

su

lt

s !

6


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

su

lt

s !

7


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

Re

su

lt

s !

8


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


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

Re

su

lt

s !

9


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)


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)

Re

su

lt

s !

10


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

Re

su

lt

s !

11


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

Twitter

Facebook

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

Re

su

lt

s !

12


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

Re

su

lt

s !

13


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?

Re

su

lt

s !

14


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.

Re

su

lt

s !

15


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

Re

su

lt

s !

16


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”

Re

su

lt

s !

17


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”

Re

su

lt

s !

18


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

Re

su

lt

s !

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

19


Average Age:

31

Demographics

Re

su

lt

s !

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.

20


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

Re

su

lt

s !

21


Now married; 30%

Widowed; 0%

Divorced; 23%

Separated; 11%

Never married; 36%

What is your marital status?

Family Life

Re

su

lt

s !

AnoverwhelmingnumberofBlogueras(70%)seemtobemakingtheirownwaywhenitcomestofamilyandtheirownlives:only30%reportbeingmarried

22


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)

Re

su

lt

s !

Family Life - Children

Awhooping85.6%oftheseLa0nasareMoms,havingbetween2and4children.Only5.2%hasnochildren.

23


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.

24


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

25


SP

ON

SO

RS!

LATISMCommunityviadonaCons

26


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

27

SylviaMar0nez@mamala0na


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

28


2803 Olive Avenue NW Washington, DC 20007

646.932.7752 [email protected]

Latism.org @Latism

Co

nt

ac

t

la

tis

m!

29


Latina Bloguera Survey – 2010 © Latinos in Social Media [LATISM] 2009 - All Rights Reserved

30

Latism bloguera study

Business

social media

rights reserved

family life

latina bloggers

latinas blog

demographics

write

blogging