1. Spanish Language Bloggers a Growing Consumer
Influence
This article was originally published on the Acclaro blog.
Category: Marketing, Global Trends
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
Page 1: Spanish Language Bloggers a Growing Consumer Influence Copyright © Acclaro 2012

2. 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!
About Acclaro: Acclaro is an international translation and localization company that
helps the world’s leading brands succeed across cultures. We specialize inwebsite
translation, marketing campaigns, documents and software localization to give clients
an authentic voice in key language markets.
North America: 1-866-468-5106 Worldwide: +1-914-468-0222
www.acclaro.comsales@acclaro.com
Page 2: Spanish Language Bloggers a Growing Consumer Influence Copyright © Acclaro 2012