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2011	  LGBT	  Community	  Survey	                       U.S.	  Overview	                          5th Annual              ...
CMI’s	  5th	  Annual	  LGBT	  Community	  Survey	  Thanks to our 2011 Sponsors
CMI’s	  5th	  Annual	  LGBT	  Community	  Survey	  U.S.	  Overview	  Report	  5th Annual Edition                      Gay	...
2011	  LGBT	  Community	  Survey	                                                  US	  Overview	  Report	  	  	  	  	  |	...
2011	  LGBT	  Community	  Survey	                                                                   US	  Overview	  Report...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                          US	  Overview	 ...
1	                How	  are	  LGBT	  consumers	                  interacSng	  with	  technology?	          Smartphones, So...
2011	  LGBT	  Community	  Survey	                                                                       US	  Overview	  Re...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                   US	  Overview	  Report	  	  	  	  	  |	  	  	  	  	  5...
2011	  LGBT	  Community	  Survey	     US	  Overview	  Report	  	  	  	  	  |	  	  	  	  	  5th	  Edi3on                   ...
2011	  LGBT	  Community	  Survey	     US	  Overview	  Report	  	  	  	  	  |	  	  	  	  	  5th	  Edi3on                   ...
2011	  LGBT	  Community	  Survey	                                                                                 US	  Ove...
2	          What	  they	  are	  buying?	              Past Year & Planned Future Purchases
2011	  LGBT	  Community	  Survey	                                                                                         ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
3	     How	  do	  you	  reach	  them	  most	                                   effecSvely?	                  Media Usage & ...
2011	  LGBT	  Community	  Survey	                                                                                         ...
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
Community Marketing, inc. 5th Annual LGBT Survey
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Community Marketing, inc. 5th Annual LGBT Survey

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Transcript of "Community Marketing, inc. 5th Annual LGBT Survey"

  1. 1. 2011  LGBT  Community  Survey   U.S.  Overview   5th Annual Report   Edition   v2  8.25.2011   En3re  contents  ©  Community  Marke3ng,  Inc.  
  2. 2. CMI’s  5th  Annual  LGBT  Community  Survey  Thanks to our 2011 Sponsors
  3. 3. CMI’s  5th  Annual  LGBT  Community  Survey  U.S.  Overview  Report  5th Annual Edition Gay  men  and  lesbians  own  more  homes  and  cars,   travel  more,  spend  more  on  electronics,  and  have   the  largest  amount  of  disposable  income  per   capita  of  any  “niche”  market.  And  it’s  a  sizeable   segment:  LGBT  consumers  make  up  5%  to  10%   of  the  U.S.  consumer  market.       U3lizing  quan3ta3ve  and  qualita3ve  market   research  methodologies,  Community  Marke3ng   helps  companies  beQer  understand  and  more   effec3vely  reach  the  LGBT  community.  Our   consumer  panel  provides  insights  through   online  surveys,  focus  groups,  intercepts  and  more.   Thomas  Roth,  President     Community  Marke3ng,  Inc.     www.CommunityMarke3ngInc.com    
  4. 4. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   In  This  Overview…   Main  Topics   !   About the Study Survey Methodology Study Partners Key Findings !   How are LGBT consumers interacting with technology? Smartphone ownership and habits Social Media & Texting The Impact of LGBT Outreach on Purchase Decisions !   What they are buying? Major Purchases – Past Year & Planned During Next 12 months !   How do you reach them most effectively? Media Usage, Interaction With Advertising & Sharing of Information Acceptance of LGBT terms !   Appendix General population panel comparisons Community perspectives: Transgender, lesbian, Latino and African American About Community Marketing, Inc. 4  
  5. 5. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   About   •  San  Francisco-­‐based,  LGBT  Owned/Operated  company  founded  in  1992  serves   clients  throughout  the  USA,  Canada,  Europe,  Australia  and  Japan   •  18+  years  of  consumer  research,  strategic  consul3ng,  marke3ng  planning,   communica3ons,  and  training  services   •  Conducted  the  research  and  provided  strategic  consul3ng  for  leading  brands,   including  MetLife,  Wells  Fargo  Bank,  Union  Bank;  Gallo  Wineries,  ABSOLUT,   Miller/Coors;  HyaQ,  Starwood  and  Kimpton  Hotels,  LA  Inc.,  Travelocity;  plus  the   Chicago  History  Museum,  the  US  Census  Bureau,  US  Department  of  Housing  &   Urban  Development  and  many  more…   5  
  6. 6. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   CMI’s  5th  Annual  LGBT  Community  Survey  is  one  of  the  most   comprehensive  studies  available  focusing  on  LGBT  consumers.   Who Did We Talk To? How Did We Talk To Them? •  15  minute  online  survey  conducted  in                                             •  Over  30,000  total  respondents  across  more   May  -­‐June  2011   than  100  countries   •  Our  survey  was  made  available  through  an   •  This  report  focuses  on  U.S.  data  for  more   email  invita3on  to  survey  panelists,  as  well   than  10,000  self-­‐iden3fied  gay  men  and   as  on  the  websites,  email  lists  and  social   3,400  lesbian  women   media  of  our  150+  partners   •  Respondents  were  recruited  from  CMI’s   •  Importantly,  our  sample  reflects  the   proprietary  research  panel  and  150  LGBT   readership/membership  of  this  broad  range   media  outlets  and  partner  organiza3ons   of  LGBT  focused  media  outlets  ,   organiza3ons  and  events.  This  means  that   •  Survey  results  on  non-­‐U.S.  data  and  for   the  results  summarized  here  are  highly   bisexual  and  transgender  respondents  are   representa3ve  of  consumers  who  are   available  upon  request   interac3ng  with  the    LGBT  community.   6  
  7. 7. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   In  partnership  with  Rivendell  Media,  CMI’s  2011  LGBT  Community  Survey  respondents   were  referred  from  150  LGBT  media  partners,  events  and  organizaEons.   !  103.9  PROUD  FM   !  Delta  Founda3on  of  PiQsburgh  !  Gayyellow.com   !  One  More  Lesbian   !  Rage  Monthly,  The   !  365gay.com   !  Divers/Cite  Montreal   ! GenreLa3no   ! OneGoodLove   !  Rainbow  High  Vaca3ons   ! Adelante  Magazine   !  DNA  Magazine  Australia   !  Gloss  Magazine   !  Our  Scene  TV   !  Rainbow  Times   !  Advocate.com   !  dot429   ! Grindr   !  Our  Lives  Magazine   !  Rivendell  Media   !  Affirma3ons   !  Echelon  Magazine   ! guidemag.com   !  Out  &  About  Newspaper   !  San  Diego  LGBT  Weekly   !  akerellen.com   !  Echo  Magazine  /  ACE   !  Here  Media   !  Out  Front  Colorado   !  Social  House  Media  Group   !  akerelton.com   Publishing   !  HIVplus.com   !  Out  in  America  Ci3es  Network  !  South  Florida  Gay  News.com   !  Arizona  Pride  Guide   !  EDGE  Media  Network   !  Hotspots  Magazine   !  Out  In  Jersey  Inc.   !  Spartacus  Interna3onal  Gay   !  Art  &  Understanding  Magazine   !  Erie  Gay  News   !  Ins3nct  Magazine   !  Out  on  the  Coast  magazine   Guide   ! Autostraddle   !  Examiner.com   !  ION  Arizona  Magazine   !  Out.com   !  spartacusworld.com   !  Avalon  Media   !  fab   !  Just  Out  Newspaper   !  Outlook  Media  Inc   !  squirt.org   !  Bal3more  OUTloud  /  Pride   !  fabmagazine.com   !  LA  PRIDE  /  Christopher  Street   !  Outlooks  Magazine   !  Staten  Island  LGBT  Community   Media   ! Frameline   West   ! OutServe   Center   !  Bay  Area  Reporter   !  Fron3ers  Magazine   !  Las  Vegas  Pride  (SNAPI)   ! OutSmart  Magazine   !  Stonewall  Columbus/ ! BARtab  SF   !  Fun  Magazine   !  Lesbian  News   !  OutTraveler.com   Columbus  Pride   !  Bay  Windows   !  GA  Voice,  The   !  LGBT  Community  Center  (NYC)  ! Outword  Magazine   !  Sweet   !  Best  Gay  Ci3es   !  GAIRE   ! LOGOonline   !  Philadelphia  Gay  News   !  TAG  Approved   !  Between  the  Lines   !  Gay  Ad  Network   !  Logotv.com   !  Pink  Banana  Media   Accommoda3ons   ! Bey-­‐Clarke  Media  Group   !  Gay  Belfast   !  Marks  List     !  Pink  News  UK   !  Telluride  Gay  Ski  Week   !  Bisexual  Resource  Center   !  Gay  Chicago  Magazine   !  Media  Out  Loud   !  PiQsburgh’s  Out   !  thegayplaces.com   !  Black  &  Blue  Fes3val,   !  Gay  City  News   !  Metro  Weekly   !  Pride  Life     !  Three  Dollar  Bill  Cinema   Montreal   !  Gay  Life/  Gay  and  Lesbian   !  Metropolitan  Chari3es   !  Pride  London   !  Tom  on  Tour   !  Bleu  Magazine   Community  Center  of   ! Metrosource  Magazine   !  Pride  March  Victoria   ! Towleroad  /  ModUrbanMedia   !  Camp  Magazine   Bal3more   !  Montrose  Counseling  Center   !  Purple  Dragon   ! TripOutGayTravel.com   !  Canadian  Gay  and  Lesbian   !  Gay  San  Diego   !  Montrose  Star   !  Pride  Source  Media  Group   !  Washington  Blade   Chamber  of  Commerce   !  GAY  to  Z  Directory   !  My  Scene  City   !  Q  Center   !  Watermark  Media,  Inc.   ! CenterLink:  The  Community  of  !  gay.com   !  Mykonos  Gay  Guide   !  Q  Guide   !  Windy  City  Times   LGBT  Centers   ! GayCi3es   !  New  Mexico  GLBTQ  Centers   !  Q  Magazine   !  Wisconsin  GazeQe   !  Community  Marke3ng,  Inc.   ! Queerty   !  New  Mexico  Pride  Guide   !  Q-­‐Notes   ! Xtra!  OQawa   !  Compete  Magazine   ! gaydar   !  NEXT  Magazine   !  QSanAntonio.com   ! Xtra!  Toronto   !  Curve  Magazine   ! Gaypedia   ! noiZe  Magazine  /  Circuit  Noize  !  QUEER3mes.net   ! Xtra!  Vancouver   !  Dallas  Voice   !  Gayvan.com  Travel  Marke3ng   !  North  Texas  GLBT  Chamber   ! QVegas  Magazine   !  Xtra.ca   ! Damron  Gay  Travel  Guides   ! GayWhistler   !  OMG!  Magazine   !  QX  Publishing   7  
  8. 8. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   CMI’s  5th  Annual  LGBT  Community  Survey:     Key  Findings  2011     !   Social  is  the  future.  Gay  consumers  –  especially  younger  gay  men  –  are  leading   the  charge  toward  the  intersec3on  of  social  networking  and  brand  interac3on   with  mobile  apps  like  Grindr.  Emerging  adver3sing  plaworms  such  as  mobile  apps   and  QR  tags  are  gaining  no3ceable  trac3on  and  will  only  become  more   important.   !   Buying  power.  LGBT  consumers  represent  a  powerful  buying  community  that   marketers  cannot  afford  to  ignore  –  a  significant  number  across  all  age  groups   made  major  purchases  last  year  and  even  more  are  planning  to  buy  big  3cket   items  in  the  next  12  months.   !   Media  MaQers.  While  LGBT  focused  websites  are  clearly  approaching   ‘mainstream’  levels  among  gay  consumers,  tradi3onal  media  channels  are  s3ll   king.  Other  LGBT  media  tend  to  be  much  more  ‘niche’,  with  the  excep3on  of   regional  gay  print  publica3ons  which  impact  a  sizeable  gay  male  audience.   8  
  9. 9. 1   How  are  LGBT  consumers   interacSng  with  technology?   Smartphones, Social Media and Influencers on Purchase Habits
  10. 10. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Smartphone  Ownership   •  Nearly  7  in  10  gay  men  own  a  smartphone  –  slightly  higher   than  gay  women   •  iPhone  ownership  is  a  bit  higher  among  gay  men   iPhone Android Blackberry 68%   33% 20% 9% 60%   20% 23% 11% Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   10  
  11. 11. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Smartphone  Ownership   •  Gay  men  under  45  are  clearly  the  most  likely  to  be  smartphone  users   •  And  iPhone  ownership  is  highest  among  this  group  as  well   Gay  Men   Gay  Men   Gay  Men   Lesbians   Lesbians   Lesbians         18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59   Have  ssmart  phone   Have   mart   phone   80%   82%   64%   58%   70%   58%   iPhone   41%   42%   29%   17%   23%   20%   Android   25%   25%   18%   25%   27%   22%   Blackberry   9%   10%   10%   12%   13%   11%   Other   5%   6%   7%   5%   7%   5%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   11  
  12. 12. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Smartphone  Usage   •  Tex3ng  and  search  are  the  top  ac3vi3es  on  smart  phones   •  And  these  are  consistent  across  both  gay  men  and  women   In  the  past  week,  have  you  used  a  personal  smart  phone  for  any  of  the  following  acSviSes?     Update  Social   Send  Text/Picture   Search  the   Finding  info  on   Networking   Messages     Internet     Read  News     local  businesses     Naviga3on     Status     86%   83%   69%   63%   62%   61%   Gay  Men   87%   83%   65%   63%   59%   61%   Lesbians   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   12  
  13. 13. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Smartphone  Usage   •  Outside  of  tex3ng  and  search,  older  gay  men  and  women  45+  are  much  less  likely  to   use  their  smartphones  for  other  ac3vi3es,  especially  mobile  banking  and  gaming   In  the  past  week,  have  you  used  a  personal  smart  phone  for  any  of  the  following  acSviSes?     Gay  Men     Gay  Men     Gay  Men     Lesbians   Lesbians   Lesbians         18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59   Send  Text/Picture  Messages     95%   93%   83%   97%   92%   86%   Search  the  Internet     91%   90%   79%   91%   86%   80%   Update  Social  Network  Status   86%   73%   47%   84%   72%   49%   Naviga3on     76%   71%   54%   71%   66%   51%   Read  News     74%   77%   64%   69%   70%   63%   Finding  info  on  local  businesses     71%   71%   58%   67%   68%   59%   Play  Games     70%   61%   38%   68%   60%   47%   Manage  Banking     63%   56%   36%   54%   40%   31%   Check/Send  Email     57%   64%   48%   41%   54%   44%   Meet  People     50%   40%   24%   12%   7%   3%   Checking  in  at  venues     49%   45%   28%   32%   32%   17%   Receive  Deals/Specials     47%   43%   30%   42%   42%   34%   Make  Purchases     40%   37%   23%   25%   28%   19%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   13  
  14. 14. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Smartphone  Usage   •  Gay  men  are  clearly  more  likely  to  be  using  their  smartphones  to  meet  people,  use   ‘check-­‐in’  apps  like  Four  Square™  and  make  purchases   In  the  past  week,  have  you  used  a  personal  smart  phone  for  any  of  the  following  acSviSes?     45%   Check/Send  Email     51%   55%   Play  Games     50%   37%   Manage  Banking     46%   Lesbians   37%   Receive  Deals/Specials     36%   Gay  Men   25%   Checking  in  at  venues     36%   6%   Meet  People     33%   23%   Make  Purchases     30%   Gay  Men   0%   10%   20%   30%   40%   50%   60%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   14  
  15. 15. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Technology  &  Social  InteracSon   •  Younger  gay  men  and  women  are  much  heavier  users  of  technology  for  socializing  with   their  networks   •  They  send  nearly  twice  as  many  texts  per  day  as  age  30+  and  about  a  third  spend  at   least  an  hour  per  day  on  Facebook   Gay  Men     Gay  Men     Gay  Men     Lesbians   Lesbians   Lesbians     Average  Text  Messages   18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59   Sent  Per  Day   26   17   9   26   18   9   Average  Hours  on     7+ 32%   25%   14%   28%   26%   17%   Facebook  Per  Week     4-6 27%   20%   13%   24%   22%   16%   1-3 26%   31%   26%   32%   31%   28%   Less than 1 11%   15%   25%   11%   15%   23%   0 4%   10%   22%   6%   7%   17%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   15  
  16. 16. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   The  LGBT  World  is  on  Facebook   •  Everyone  uses  Facebook  primarily  to  facilitate  connec3ons,  but  younger  gay  men  and   women  are  more  likely  to  also  see  it  as  a  source  of  ‘entertainment’    What  do  you  use  Facebook  for?     Gay  Men     Gay  Men     Gay  Men     Lesbians   Lesbians   Lesbians       18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59     Re-­‐connec3ng  with  old  friends   89%   89%   85%   92%   93%   88%   Entertainment       62%   54%   36%   57%   52%   36%   Mee3ng  new  friends   57%   50%   38%   44%   42%   34%   Other       27%   26%   30%   26%   25%   31%   Online  gaming       15%   17%   10%   18%   18%   16%   Da3ng       14%   8%   4%   5%   3%   1%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   16  
  17. 17. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   The  LGBT  World  is  on  Facebook   •  Everyone  uses  Facebook  primarily  to  facilitate  connec3ons,  but  younger  gay  men  and   women  are  more  likely  to  also  see  it  as  a  source  of  ‘entertainment’    What  do  you  use  Facebook  for?     Gay  Men     Gay  Men     Gay  Men     Lesbians   Lesbians   Lesbians       18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59     Re-­‐connec3ng  with  old  friends   89%   89%   85%   92%   93%   88%   Entertainment       62%   54%   36%   57%   52%   36%   Mee3ng  new  friends   57%   50%   38%   44%   42%   34%   Other       27%   26%   30%   26%   25%   31%   Online  gaming       15%   17%   10%   18%   18%   16%   Da3ng       14%   8%   4%   5%   3%   1%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   17  
  18. 18. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   The  LGBT  World  is  on  Facebook   •  Everyone  uses  Facebook  primarily  to  facilitate  connec3ons,  but  younger  gay  men  and   women  are  more  likely  to  also  see  it  as  a  source  of  ‘entertainment’     •  And  younger  gay  men  are  the  most  likely  to  use  Facebook  for  online  da3ng  What  do  you  use  Facebook  for?     Gay  Men     Gay  Men     Gay  Men     Lesbians   Lesbians   Lesbians       18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59     Re-­‐connec3ng  with  old  friends   89%   89%   85%   92%   93%   88%   Entertainment       62%   54%   36%   57%   52%   36%   Mee3ng  new  friends   57%   50%   38%   44%   42%   34%   Other       27%   26%   30%   26%   25%   31%   Online  gaming       15%   17%   10%   18%   18%   16%   Da3ng       14%   8%   4%   5%   3%   1%   Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   18  
  19. 19. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach   •  Equality  in  the  workplace  and  support  of  LBGT  chari3es  and  poli3cal  causes   have  the  most  impact  on  gay  consumers’  buying  decisions     Which  approaches  have  the  biggest  impact  on  influencing  your  purchasing  decisions?     Employment  policies   Employment  policies  (such  as  equality    (such  as  equality  in  hiring)       48%   in  hiring)       43%   Support  LGBT  organiza3ons  or  or  chari3es       Support  LGBT  organiza3ons   chari3es       46%   45%   Support  LGBT  poli3cal  causes           Support  LGBT  poli3cal  causes   46%   42%   LGBT-­‐inclusive  mainstream  media  aedia   LGBT-­‐inclusive  mainstream  m ds   39%   (in  non-­‐LGBT  mainstream  newspapers,   37%   Sponsorship  of  LGBT  events       32%   Sponsorship  of  LGBT  events       32%   Adver3sing  in  LGBT  nnewspapers  nd   Adver3sing  in  LGBT  ewspapers  aand   22%   Lesbian   magazines       magazines       28%   Adver3sing  on  LGBT  websites       13%   Adver3sing  on  LGBT  websites       15%   Feature  LGBT  spokespersons       Gay  Men   Feature  LGBT  spokespersons       10%   6%   Prominently  featured  in  LGBT-­‐related   Prominently  featured  in  LGBT-­‐related   9%   media  coverage       coverage       media   12%   Has  an  LGBT-­‐dedicated  website       5%   Has  an  LGBT-­‐dedicated  website       5%   0%   10%   20%   30%   40%   50%   60%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   19  
  20. 20. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach   •  Equality  in  the  workplace  and  support  of  LBGT  chari3es  and  poli3cal  causes   have  the  most  impact  on  gay  consumers’  buying  decisions     Which  approaches  have  the  biggest  impact  on  influencing  your  purchasing  decisions?     Employment  policies   Employment  policies  (such  as  equality    (such  as  equality  in  hiring)       48%   in  hiring)       43%   Support  LGBT  organiza3ons  or  or  chari3es       Support  LGBT  organiza3ons   chari3es       46%   45%   Support  LGBT  poli3cal  causes           Support  LGBT  poli3cal  causes   46%   42%   LGBT-­‐inclusive  mainstream  media  aedia   LGBT-­‐inclusive  mainstream  m ds   39%   (in  non-­‐LGBT  mainstream  newspapers,   37%   Sponsorship  of  LGBT  events       32%   Sponsorship  of  LGBT  events       32%   Adver3sing  in  LGBT  nnewspapers  nd   Adver3sing  in  LGBT  ewspapers  aand   22%   Lesbian   magazines       magazines       28%   Adver3sing  on  LGBT  websites       13%   Adver3sing  on  LGBT  websites       15%   Feature  LGBT  spokespersons       Gay  Men   Feature  LGBT  spokespersons       10%   6%   Prominently  featured  in  LGBT-­‐related   Prominently  featured  in  LGBT-­‐related   9%   media  coverage       coverage       media   12%   Has  an  LGBT-­‐dedicated  website       5%   Has  an  LGBT-­‐dedicated  website       5%   0%   10%   20%   30%   40%   50%   60%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   20  
  21. 21. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach   •  Equality  in  the  workplace  and  support  of  LBGT  chari3es  and  poli3cal  causes   have  the  most  impact  on  gay  consumers’  buying  decisions     Which  approaches  have  the  biggest  impact  on  influencing  your  purchasing  decisions?     Employment  policies   Employment  policies  (such  as  equality    (such  as  equality  in  hiring)       48%   in  hiring)       43%   Support  LGBT  organiza3ons  or  or  chari3es       Support  LGBT  organiza3ons   chari3es       46%   45%   Support  LGBT  poli3cal  causes           Support  LGBT  poli3cal  causes   46%   42%   LGBT-­‐inclusive  mainstream  media  aedia   LGBT-­‐inclusive  mainstream  m ds   39%   (in  non-­‐LGBT  mainstream  newspapers,   37%   Sponsorship  of  LGBT  events       32%   Sponsorship  of  LGBT  events       32%   Adver3sing  in  LGBT  nnewspapers  nd   Adver3sing  in  LGBT  ewspapers  aand   22%   Lesbian   magazines       magazines       28%   Adver3sing  on  LGBT  websites       13%   Adver3sing  on  LGBT  websites       15%   Feature  LGBT  spokespersons       Gay  Men   Feature  LGBT  spokespersons       10%   6%   Prominently  featured  in  LGBT-­‐related   Prominently  featured  in  LGBT-­‐related   9%   media  coverage       coverage       media   12%   Has  an  LGBT-­‐dedicated  website       5%   Has  an  LGBT-­‐dedicated  website       5%   0%   10%   20%   30%   40%   50%   60%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   21  
  22. 22. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach   •   Mainstream  ads  that  are  LGBT-­‐inclusive  are  earning  the   aQen3on  of  LGBT  consumers.  (A  few  examples  follow.)   Which  approaches  have  the  biggest  impact  on  influencing  your  purchasing  decisions?     Employment  policies   Employment  policies  (such  as  equality    (such  as  equality  in  hiring)       48%   in  hiring)       43%   Support  LGBT  organiza3ons  or  or  chari3es       Support  LGBT  organiza3ons   chari3es       46%   45%   Support  LGBT  poli3cal  causes           Support  LGBT  poli3cal  causes   46%   42%   LGBT-­‐inclusive  mainstream  media  aedia   LGBT-­‐inclusive  mainstream  m ds   39%   (in  non-­‐LGBT  mainstream  newspapers,   37%   Sponsorship  of  LGBT  events       32%   Sponsorship  of  LGBT  events       32%   Adver3sing  in  LGBT  nnewspapers  nd   Adver3sing  in  LGBT  ewspapers  aand   22%   Lesbian   magazines       magazines       28%   Adver3sing  on  LGBT  websites       13%   Adver3sing  on  LGBT  websites       15%   Feature  LGBT  spokespersons       Gay  Men   Feature  LGBT  spokespersons       10%   6%   Prominently  featured  in  LGBT-­‐related   Prominently  featured  in  LGBT-­‐related   9%   media  coverage       coverage       media   12%   Has  an  LGBT-­‐dedicated  website       5%   Has  an  LGBT-­‐dedicated  website       5%   0%   10%   20%   30%   40%   50%   60%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   22  
  23. 23. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach:  LGBT-­‐inclusive  mainstream  media     Orbitz     On  General   Market  TV     23  
  24. 24. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach     utreach:   LGBT-­‐inclusive   mainstream     Media     Kaiser  Permanente     In  Time  Magazine     24  
  25. 25. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   LGBT  Outreach     utreach:   LGBT-­‐inclusive   mainstream     Media     J  Crew   Catalog     25  
  26. 26. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Diversity  within  LGBT:  Differences  by  ethnic  segments   A  few  highlights   !   Gay  Asian  men  tend  to  be  the  most  ‘tech-­‐forward’  audience  –  they  are  much  more   likely  to  be  smartphone  users  (84%  vs.  68%  average)  and  over  1  in  4  have  already   purchased  a  tablet  computer   •  They  are  also  the  most  likely  to  use  their  smartphones  for  ac3vi3es  such  as   naviga3on  (74%)  and  playing  games  (66%)   !   While  the  purchase  habits  of  all  LGBT  consumers  are  clearly  affected  by  a  company’s   gay  friendliness,  La3nos/La3nas  tend  to  be  par3cularly  influenced  by  equality  in   hiring  while  Asians  focus  more  on  poli3cal  and  charitable  causes   !   When  it  comes  to  media  usage,  readership  of  regional/local  LGBT  print  publica3ons   tends  to  be  slightly  higher  among  African  Americans,  while  Asian  gay  men  and   women  are  somewhat  more  likely  to  read  LGBT  blogs   !   Please  see  addi3onal  insight  and  commentary  in  the  Appendix.   26  
  27. 27. 2   What  they  are  buying?   Past Year & Planned Future Purchases
  28. 28. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Past  Year  Purchases   •  Over  a  third  of  gay  men  and  women  have  purchased  smartphones  in  the  past  year   •  And  about  1  in  4  have  gone  on  a  major  trip  or  bought  an  HDTV,  home  furniture  or  laptop   Top  5  Purchases,  Past  Year   36%   35%   28%   27%   25%   25%   23%   25%   24%   24%   Smart  Phone   Major  VacaSon   HDTV   Furniture   Laptop   Gay  Men   Lesbians   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   28  
  29. 29. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Planned  Purchases   •  Travel  is  a  big  3cket  purchase  being  planned  by  many  gay  men  and  women  in  the  coming  year   •  Other  popular  major  purchases  being  planned  include  cars  and  tablet  computers   •  See  Appendix  for  General  Popula3on  comparisons.   Which  of  the  following  do  you  plan  to  purchase  in  the  next  12  months?   Major  Vaca3on   39%   32%   Smart  Phone   22%   18%   Furniture   21%   18%   Car   18%   16%   Laptop   17%   Gay  Men   17%   Tablet   16%   13%   HDTV   11%   15%   Lesbians   Major  Appliance   11%   9%   Remodel   11%   10%   Desktop  computer   9%   7%   Primary  Home   7%   7%   Home  Theatre   4%   3%   Vaca3on  Home   3%   3%   Base:  Gay  Men  n=10,019;  Lesbians  n=3,427   29  
  30. 30. 3   How  do  you  reach  them  most   effecSvely?   Media Usage & Interaction With Advertising
  31. 31. 2011  LGBT  Community  Survey   US  Overview  Report          |          5th  Edi3on   Media  ConsumpSon   •  Interes3ngly,  LGBT  focused  websites  are  nearly  as  popular  as  mainstream  sites  across  all  groups   In  the  past  week,  have  you  read,  viewed,  or  listened  to…?   Gay  Men   Gay  Men   Gay  Men   Lesbian     Lesbian     Lesbian     18-­‐29   30-­‐44   45-­‐59   18-­‐29   30-­‐44   45-­‐59   Mainstream  Internet  s ites     69% 69% 63% 61% 61% 58% LGBT  Internet  s ites     61% 57% 58% 63% 50% 43% Network/cable  television     60% 68% 67% 56% 59% 65% Mainstream  general  newspapers     51% 55% 64% 41% 52% 60% Streaming  video  (TV,  movies)  on  computer     50% 38% 27% 43% 30% 20% LGBT  blogs     43% 33% 26% 40% 26% 17% Mainstream  magazines     38% 43% 40% 29% 35% 34% Mainstream  radio     36% 39% 38% 36% 43% 41% LGBT  magazine     36% 43% 43% 33% 36% 33% LGBT  publications  for  my  city/region     33% 43% 48% 33% 39% 42% LGBT  mobile  apps 31% 26% 14% 6% 3% 2% Mainstream  blogs     29% 23% 16% 23% 17% 11% Mainstream  alternative  newspapers     22% 26% 30% 22% 29% 29% Satellite  radio     13% 19% 18% 10% 13% 14% LGBT  radio 10% 13% 11% 6% 8% 8% Base:  Gay  Men  18-­‐29  n=1,562,  30-­‐44  n=2,993,    45-­‐59  n=3,779;  Lesbians  18-­‐29  n=588,  30-­‐44  n=1,113,  45-­‐59  n=1,185   31  
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