Submissions:2023/Latinos Love Wikipedia: What We Learned from 11.5 Million Google Searches

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WikiConference North America 2023 unfortunately could not accommodate this submission in its program this year.


Latinos Love Wikipedia: What We Learned from 11.5 Million Google Searches


Equity / Inclusion / Community Health, Research / Science / Medicine

Type of session:



Latinos are the second largest racial group in the United States, prolific internet searchers, and voracious consumers of content online. But little is known about how they engage with Wikipedia or the topics and pages they are looking for on the platform.

This presentation will provide an overview of an original research project conducted by Harmony Labs in partnership with Equis Institute that utilized an opt-in panel to analyze 11.5 million Google search results of 90,000 US-Latinos over two periods in 2020 and 2021. The data revealed that Wikipedia stood out as a uniquely important site.

Wikipedia serves as one of the most important sources of civic information for Latino searchers, while also being a go-to resource for topics they are interested in, such as pop culture, music, and gaming.

We will review the methodology of this research project, dive-deep into the topics that Latinos are looking for on Wikipedia, and discuss the data’s potential uses and implications for the modern Wikimedia movement as it relates to engagement of Latino internet searchers and Wikimedians.

Harmony Labs is a media research lab that uses science, data, and creativity to research and reshape our relationship with media.

Equis Institute is a 501c3 non-profit organization dedicated to creating a better understanding of Latinos in the United States and running programs designed to reach and engage them.

Presentation Deck:

Author name:

Riki Conrey - Harmony Labs, Simone Van Taylor - Harmony Labs, Sam Gonzalez - Equis Institute, Eric Borja - Equis Institute

E-mail address:

Wikimedia username:


Affiliated organization(s):

Harmony Labs, Equis Institute

Estimated time:

30 minutes + 5 minute Q&A

Special requests:

Preference would be to do a bilingual presentation in English and Spanish. I have linked a sample deck in the abstract, however we would like to use a different deck for a presentation if we are selected.

Have you presented on this topic previously? If yes, where/when?:

We have presented this data internally at Equis Institute but Harmony Labs and Equis Institute have presented other research together at briefings publicly.

Okay to livestream?

Livestreaming is okay

If your submission is not accepted, would you be open to presenting your topic in another part of the program? (e.g. lightning talk or unconference session)