A growg body of bs ethics rearch has shown that firms are begng to embrace the lbian, gay, bisexual, and transgenr (LGBT) muny wh
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GAY & LBIAN CONSUMER INX STUDY
The only syndited, natnal rearch study that measur the lbian, gay, bisexual, transgenr (LGBT) populatn * lgbt consumer research *
•The mon belief of a stylish and extremely wealthy gay nsumer mt be qutned. •Consumptn differenc between homosexuals and heterosexuals crease wh age.
•Consumptn differenc crease when parg homosexuals and heterosexuals of the same genr. AbstractThe creasg visibily of homosexualy society, bed wh the lbian and gay muny's nsirable buyg power, has triggered marketers and rearchers' tert unrstandg homosexual nsumers' nsumptn patterns. Prr rearch on whether homosexual nsumers behave differently om heterosexual nsumers has yield mixed rults, and rearchers and practners still do not know whether any substantial differenc exist, what the differenc look like, and how they n be explaed.
CMI's LGBT Consumer Inx is a prehensive and mographilly reprentative LGBT nsumer study wh over 30,000 survey participants. This report explor motivatns, preferenc and sensivi, and tracks nsumer trends the gay and lbian market. * lgbt consumer research *
Fdgs om a morator analysis ntradict nventnal wisdom and lay theori, while partly supportg assumptns that are rooted evolutnary and blogil theori that show nsumptn differenc crease wh age; they crease when parg homosexuals and heterosexuals of the same genr. The fdgs, which qutn long-held beliefs about homosexual nsumers, help marketers to succsfully adjt their strategi. The MRI-Simmons LGBTQ and Genr Inty Study livers vivid nsumer sights to the lbian, gay, bisexual, transgenr and queer (LGBTQ) populatn.
This report explor motivatns, preferenc and sensivi, and tracks nsumer trends the gay and lbian market. Nducted an onle survey of self-intified gay men and lbians om CMI’s proprietary survey panel, as well as participants poted to the survey om a variety of partners. For the purpos of this report, those participants who self-intified as “queer, ” “transgenr” or “bisexual” were not clud the analys unls they also intified as lbian or gay.
Gillian W. Oakenfull, What Matters: Factors Influencg Gay Consumers' Evaluatns of "Gay-Friendly" Corporate Activi, Journal of Public Policy & Marketg, Vol. 32, SPECIAL ISSUE (2013), pp. 79-89 * lgbt consumer research *
Of the over 30, 000 total survey participants worldwi this year, more than 21, 000 were gay and lbian Amerins, who are the subject of this report (although not all qutns were answered by every person bee of personal preference or survey logic). In 2008, the survey pared the nsumer spendg habs and opns regardg social issu for gay men and lbians.
In 2009, the survey explored differenc between gay men and lbians unr 35 vs. Subscribers to this survey panel received an email vatn to take a gay/lbian survey, wh an centive to w one of several priz.
Entire LGBT muny pared to gay man and lbians reached through the LGBT media.
LGBT+ cln, LGBT+ diversy, ternatnal LGBT+ market lears wh LGBT2030 global market rearch, gay and lbian marketg strategy, LGBT munitns, advertisg, LGBT market statistics and latt market rearch, lbian and gay market munitns + global LGBT trag. * lgbt consumer research *
We don’t attempt this study to quantify or fe the LGBT populatn (which is virtually impossible for many reasons), nor are the fdgs tend to reprent or profile the entire US gay and lbian populatn (siarly challengg). Instead, the fdgs are signed to provi guidance to pani lookg to unrstand gay and lbian nsumers, and who outreach to the LGBT muny through their media, anizatns and events.
The purpose of the survey is to give guidance to rporatns nsirg advertisg the gay and lbian media (prt and Inter). The median age for lbians and gay men was siar, rpectively 46 and 45.