The floating time of a helium filled latex balloon varies greatly, depending on factors such as the quality of the latex balloons, temperature, humidity, altitude, etc. On average, an 11" latex balloon will float for about 12 to 24 hours.
You can extend the floating time of latex balloons by treating them with a substance called "Hi-Float". Properly applied, it will increase the life span of a helium filled latex balloon by 25 times on average. For more details please see our page about Hi-Float.