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BizReport : Social Marketing : May 12, 2010

Study: Latinas want more from social networks, marketers

When it comes to the social marketplace at least one major group of consumers feels underserved: the Latina segment. According to a new report from Sophia Mind, a division of Bolsa de Mulher, Latinas do use the current slate of social networks but many feel the content isn't created with their specific interests in mind.

by Kristina Knight

bolsa_sophiamind.jpgResults from the study include:

• 85% of Latinas regularly visit socnets (US)
• 96% of Latinas regularly visit socnets (Mexico)
• 21% of US Hispanic women find socnets 'meet their needs'
• 38% believe existing socnets lack a 'sense of Latina community'
• 38% believe content is not created for Latina's interests/needs

Why, when social networks are growing by leaps and bounds, should the feelings of one group of consumers matter? Because the Hispanic population is one of the fastest growing demographic segments in the US. Currently Hispanic men and women make up about 12% of the US online population, with the percentage expected to reach at least 14% in the next two years.

How are Hispanic women using social networks? Overwhelmingly to stay in touch with friends or family (95%), but women are also devouring content of interest, sharing photos/videos and researching products and services. Hispanic women are most likely to be found using Facebook, but Orkut, Sonico and Twitter are also favorite social destinations.

"Latina women are increasingly using social networks to share opinions about products and services in the areas of fashion, beauty, parenting, their households and their careers," said Andiara Petterle, Bolsa de Mulher CEO. "If brands don't find a way to join these conversations, they are missing out on connecting with Latina women in an authentic and relevant way.

Bolsa de Mulher is a female-focused communications group. Researchers studied Hispanic women in the Argentina, Brazil, Mexico and the United States.

Tags: Andiara Petterle, Argentina, Bolsa de Mulher, Brazil, Facebook, Hispanic marketing, Latina, Latino, Mexico, social marketing, social networks, Sophia Mind, Twitter, United States

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