Social Networking Needs of Hispanic Women Not Being Met According To New Sophia Mind Study

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Latinas Avid Users of Social Networks, But Content Not Targeted For Their Specific Interests

Sophia Mind, the research and market intelligence division of Latin America’s leading female-focused communications group Bolsa de Mulher, today announced the findings of a new study that examines the unique ways in which Latina women use the Internet and social networks. The study, titled The Use of Social Networks by Latin Women, found that while Latinas are avid users of social networks, most feel they are missing a cohesive Latina community and that content has not been created specifically for their unique interests.

The findings are based on interviews with nearly 3,300 Latina women in the United States, Brazil, Argentina and Mexico, between the ages of 18-60 years old, and reveals:

  •     In all countries, more than 85% of the women surveyed visit social networks on a regular basis (85% in the US, 96% in Mexico).
  •     Only 21% of U.S. Hispanic women find social networks meet their needs as Latina women.
  •     38% of U.S. women surveyed stated that social networks today lack both a sense of Latina community and content created especially for their unique interests (38%).

“The Hispanic American population using the Internet today is booming, representing 12.3% of the United States’ total Internet users, with analysts predicting the figure to grow to 14% – or 29 million Internet users – by 2013. As a result of this upward trajectory, Latina women in the United States are one of the fastest-growing online demographics,” said Andiara Petterle, CEO of Bolsa de Mulher, the parent company of Sophia Mind. “And yet, our research found that many social networking providers aren’t delivering the type of content, information and online social connections that US Latina women desire.”

While some of the ways in which Latina women use social networks varies depending on their country of residence, most women share similar behaviors. In fact, 95% of women surveyed across the four countries said an important use of social networking is to stay in touch with friends and family. The second-most prevalent use of social networking for women in Brazil, Argentina and Mexico is reading about topics of interest, while for U.S. Hispanic women sharing photos and videos are more important. Doing research on products and services was also revealed to be very important for Latina women, especially those surveyed in Brazil.

“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,” added Petterle. “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.”

The study also looked at which social networks Latinas accessed the most frequently. Facebook is the most accessed social network in the United States, Argentina and Mexico, while Orkut, Sonico and Twitter are favored in Brazil.

About Sophia Mind
Sophia Mind, a research and intelligent market company owned by Bolsa de Mulher Group, focused on understanding women in depth and on helping its clients to maximize their opportunities for communicating with them. Sophia Mind looks to find out what women want, when they want it, and how they want it; and is responsible for foreseeing market opportunities and anticipating new trends. Besides conducting research and surveys on specific topics, Sophia Mind also maintains a permanent panel with monthly surveys on media consumption habits and a panel on brand perception.

About Bolsa de Mulher
Bolsa de Mulher, a company controlled by Ideiasnet - the only venture capital firm listed on the Bovespa - is a group of digital media properties, which operate on the Internet, mobile phones and television. The company holds 16 properties addressing the needs of females in Brazil, Argentina, Chile and Mexico. The company has in its portfolio properties that offer social networking, multimedia content, services, B2C e-commerce, research and tools. In addition Bolsa de, a women’s social network, Bolsa de Mulher S.A owns Bolsa de Bebê, Bolsa Gourmet, Universidade Feminina, TeContei, Estrela Guia, Feminice, Bem Leve, Bolsa Mobile, BolsaTV, Bolso de (for the Spanish market) and Pink Ad Network .

For more information please contact:
Sparkpr for Bolsa de Mulher
Ellen Edelman
ellen(at)sparkpr(dot)com/ +1 908.322.8998

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