Spanish Language Bloggers a Growing Consumer Influence

Category: Language, Marketing Translation

The number of Hispanic women starting blogs hit a peak last year, with 63% of Latina bloggers founding their blog in 2009, according to the LATISM Bloguera Survey, which questioned 939 respondents in the United States and Latin America.

There’s been a steady increase in the number of blogs authored by Latinas since 2006 to date, and projections indicate that the number will continue to increase throughout 2010, the study found.

“Through blogging, they have planted themselves right at the epicenter of merging worlds: between tradition and modernity, between off-line and on-line, between English and Spanish, between American and Latino cultures,” observed Ana Roca-Castro, Chair and Founder of Latinos in Social Media (LATISM).

Considering the vast projected growth of the Spanish-speaking population in the U.S. and their spending power, these Latina bloggers are certainly something to watch for companies looking to track this emerging online consumer segment.

Other key findings from the study:

  • They are young – The largest group of respondents is between 30 and 39.
  • Many are mothers: 83% of respondents have between 2 and 4 kids
  • They are often the heads of household: 70% are either single, divorced or separated
  • Income: 46.5% reports earnings of $80,000 -89,000 a year, closely followed by 44% who earn $30,000 to $39,000 a year. Less than 3% reported earnings of $100,000 or more

Concerning their blogging habits, a surprising 3 in 4 of Latina bloggers surveyed blog two or more times per week. Some 77% have invested in their own domain, and 43% manage more than one blog. A whopping 99% are active in social media, and they are very much into using mobile: 81% use their phone to tweet, 90% for Facebook.

What do they blog about?

  • 63% blog about Parenting, followed closely by Latino issues (54.4%). Other popular topics included Heritage/Culture, Cooking/Recipes, Beauty/Fashion, Art, Technology and Politics.
  • While 37% of Latinas blog mostly about their ethnicity, most seldom or ever focus on this factor.
  • Most feel being a Latina has helped them find sponsorships and readers and readers but in general feel they get less opportunities compared to non-Latinas.

One interesting item to note is that 72% of respondents blog in English! That doesn’t mean that readers and comments are all in English, but it does seem that Latinas are making steps to communicate in the generally accepted “language of the web.”

As the number of Spanish-speaking bloggers increases, there is likely going to be a higher volume of Spanish-only blogs, particularly as authors start assuming wider reach via automatic web text translation tools. If your company plans on utilizing social media in the coming year and haven’t yet put in place a translation process for these key influencers, now might be the time to start!