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article image2013 LGBT Community Survey report released

By Bryen Dunn     Aug 27, 2013 in Lifestyle
Community Market & Insights (CMI) has released its 2013 LGBT Community Survey report. Over 30,000 people from the Lesbian, Gay, Bisexual and Transgender (LGBT) communities participated, representing more than 100 countries.
By attracting large numbers of respondents, CMI is able to look at the many segments within LGBT. Obviously the media consumption, purchasing patterns and motivations of a 25-year-old single gay man living in New York City are completely different than those of a lesbian couple in their 60s living in Sedona, Arizona. The study helps organizations understand how the LGBT community sometimes responds as one voice, or when demographic differences such as gender, age, and geographic residence are far more important.
The first two reports derived from the 7th Annual LGBT Community Survey include a United States overview and a comparative study between United States and Canadian LGBT consumers. These and other reports are available for free download.
A sample of key findings for LGBTs living in the United States
In our annual write-in brand recall section: Starbucks has moved to the number one position of brands perceived as most supportive of the LGBT community. JCPenney, Target, Apple and Amazon round out the top five.
75 percent of LGBTs are actively boycotting Chick-fil-A.
The term “LGBT” has strengthened its lead as the preferred term to describe the community. “GLBT” is continuing to lose favor (even among gay men). Bisexual men and women and the transgender community strongly prefer the term LGBT.
The LGBT community demonstrates strong support of the performing arts, with over 60 percent having purchased tickets in the past 12 months.
Nearly half of all gay/bi men and lesbian/bi women surveyed make financial contributions to a charity or non-profit at least annually, while those in the transgender community are more likely (54 percent) than LGBs to perform volunteer work.
Lesbian and bisexual women are far more likely (44 percent) to purchase spa services than gay and bisexual men (32 percent).
Lesbians consume beer on similar levels as gay men, but are far less likely to drink spirits. 59 percent of gay men under age 30 have consumed a spirits drink in the past week. Community members identifying as transgender drink far less alcohol than those who identify as a gay man or lesbian. Canadian LGBTs drink more wine than USA LGBTs.
Facebook is a dominant media force within the LGBT community. However, LGBT-specific websites are showing notable growth in LGBT readership.
During the past week, 42 percent of lesbian/bi women “liked” a business on Facebook, 28 percent of gay/bi men “checked in” at a business to get deals or discounts and 17 percent of lesbian/bi women purchased a deal from Groupon, Living Social, etc.
56 percent of lesbians watched an NFL game on television in the past year, compared to 40 percent of gay men. Lesbians widely support the WNBA with 34 percent watching a game on television and 12 percent attending a game.
More about LGBT, Gay, Lesbian, Trangender, community marketing inc
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