The LGBTQ+ populatn is predicted to swell to 1 billn by 2050, prentg a vast and creasgly nuanced nsumer base for brands to appreciate. Wh Pri month g, Tag Warner, CEO of GAY TIMES – a global publisher + now brand advisory group – outl key strategi for June, and beyond
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GAY & LBIAN CONSUMER INX STUDY
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 consumers *
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. 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.
Ctomer Behavr - The number of non-Hispanic adults the Uned Stat who intify as lbian, gay, bisexual, or transgenr (LGBT) has risen 30% sce 2007, acrdi * lgbt consumers *
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. 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).
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 consumers *
The median age for lbians and gay men was siar, rpectively 46 and 45. Of the Amerin gays and lbians profiled this report, 73.
5% (n=15, 848) self-intified as gay men, and 26. Compared to lbians, gay men were more likely to say they had end their tn after high school (30% pared to 26%). Lbians were more likely than gay men to report havg gone on for Master’s gre (25% pared to 20%) but about 7% of both groups reported havg achieved doctoral gre.
* lgbt consumers *
Gay Men and Lbians Are Very Siar to Each Other Their Attus and Behavrs. In general, gay men and lbians rpond to qutns remarkably siarly this report. Of urse, there were some qutns where gay men and women rpond very differently, and are dited.
Compared to gay men, lbians are more likely to report livg wh a partner, often wh children, and wh pets.
In ntrast, gay men are more likely to report livg alone or wh a roommate, ci (pecially big ci), and rentg. Lbians were more optimistic about relatnships, general, wh 75% ditg that they have equal possibili for buildg a strong relatnship wh a partner pared to straight dividuals, pared to 63% of gay men. Although all participants were pecially likely to say they lived big (40%) or medium-sized (21%) ci, gay men were more likely to say they lived big ci (42%) than lbians were (32%).