Gay & Lesbian Consumer Index Study

CMI's LGBT Consumer Index is a comprehensive and demographically representative LGBT consumer study with over 30,000 survey participants. This report explores motivations, preferences and sensitivities, and tracks consumer trends in the gay and lesbian market.

 

Introduction and Methodology

Every year, Community Marketing, Inc. (CMI) conducts the broad-based LGBT Consumer Index Survey. During the 49-day period from July 30, 2009 to September 16, 2009, Community Marketing, Inc. conducted an online survey of self-identified gay men and lesbians from CMI’s proprietary survey panel, as well as participants pointed to the survey from a variety of partners. For the purposes of this report, those participants who self-identified as “queer,” “transgender” or “bisexual” were not included in the analyses unless they also identified as lesbian or gay. However, this additional data is available in separate reports.

Of the over 30,000 total survey participants worldwide this year, more than 21,000 were gay and lesbian Americans, who are the subject of this report (although not all questions were answered by every person because of personal preference or survey logic).

Results are analyzed as the full field, and often, comparisons are investigated. In 2008, the survey compared the consumer spending habits and opinions regarding social issues for gay men and lesbians. In 2009, the survey explored differences between gay men and lesbians under 35 vs. over 40.

Subscribers to this survey panel received an email invitation to take a gay/lesbian survey, with an incentive to win one of several prizes. Some survey questions invite multiple responses, and in these cases, percentages total more than 100.

Entire LGBT community compared to gay man and lesbians reached through the LGBT media

We don’t attempt in this study to quantify or define the LGBT population (which is virtually impossible for many reasons), nor are these findings intended to represent or profile the entire US gay and lesbian population (similarly challenging). Instead, these findings are designed to provide guidance to companies looking to understand gay and lesbian consumers, and who outreach to the LGBT community through their media, organizations and events.

 

Survey Demographics

The purpose of the survey is to give guidance to corporations considering advertising in the gay and lesbian media (print and Internet). The demographics of this survey are consistent with the reader profiles of the majority of LGBT media, trending significantly towards white and male (except for specific lesbian media), and middle aged.

Among the 30,000+ total responses worldwide, all of the respondents profiled in this survey were from the United States. Most (83.2%) were Caucasian, 6.4% Latino, 4.4% African American, 2.0% Asian, 4% other/mixed ethnicity.

The median age for lesbians and gay men was similar, respectively 46 and 45.

Of the American gays and lesbians profiled in this report, 73.5% (n=15,848) self-identified as gay men, and 26.9% (n=5,809) self-identified as lesbian. While the survey did have significantly more male than female respondents, the overall large number of lesbian respondents allows for statistically significant gender comparisons.

More than two-thirds (71%) of participants reported having earned a college or graduate education, with the highest percentage of respondents saying they had a B.A. (43%). Compared to lesbians, gay men were more likely to say they had ended their education after high school (30% compared to 26%). Lesbians were more likely than gay men to report having gone on for Master’s degrees (25% compared to 20%) but about 7% of both groups reported having achieved doctoral degrees.

The majority of participants reported being employed full time (62%), with another 12% reporting that they were self-employed, and 10% reporting that they were employed part-time. Others reported being unemployed (8%), students (7%), retired (8%) or disabled (4%).

 

Key Survey Findings

 

Gay Men and Lesbians Are Very Similar to Each Other in Their Attitudes and Behaviors

In general, gay men and lesbians responded to questions remarkably similarly in this report. While this report does point out many differences, what should be also recognized is that most of these differences were often small. Responses to some categories differed more than 5 percentage points, and given the margin of error, it cannot be concluded that these are major gender differences. Of course, there were some questions where gay men and women responded very differently, and are indicated.

 

Living Environment

One area where we found major differences between men and women was the make-up of the average household. Compared to gay men, lesbians are more likely to report living with a partner, often with children, and with pets. They are also more likely to report living outside cities and to report owning a home and/or a car.

In contrast, gay men are more likely to report living alone or with a roommate, in cities (especially big cities), and renting. Lesbians were more optimistic about relationships, in general, with 75% indicating that they have equal possibilities for building a strong relationship with a partner compared to straight individuals, compared to 63% of gay men.

Although all participants were especially likely to say they lived in big (40%) or medium-sized (21%) cities, gay men were more likely to say they lived in big cities (42%) than lesbians were (32%). About one-third of lesbians (34%) said they lived in a place other than a city (a small town, suburb, rural area, or resort community), compared to only 27% of gay men.

The majority of participants said they owned their own homes (54%) rather than renting (39%). Gay men were more likely to report renting (41%) than lesbians were (35%). With regard to the type of homes they lived in, lesbians were more likely than gay men to say they lived in urban stand-alone homes (24% compared to 20%), suburban stand-alone homes (27% compared to 22%) or rural homes (12% compared to 9%). Compared to lesbians, gay men were more likely to say they lived in urban condos or townhouses (17% compared to 9%) or apartments (23% compared to 18%).

Almost half of participants (46%) said they lived with a spouse, partner or lover, whereas about onequarter (29%) of participants said they lived alone, and/or with a dog (27%) or cat (23%). Smaller percentages of people said they lived with a roommate (12%), children (9%, including 7% with children under 18), and/or a parent (7%).

Compared to gay men, lesbians were more likely to report living with a spouse or partner (59% compared to 42%), a child under or over 18 (19% compared to 5%), and/or a dog (39% compared to 23%), cat (38% compared to 18%) or some other pet (10% compared to 5%). Gay men were more likely than lesbians to report living alone (33% compared to 19%), with a roommate (14% compared to 8%), or with a parent (7% compared to 6%).

 

Participation in Entertainment

Reflecting on the kind of entertainment they enjoyed, participants were the most likely to say they dined out with friends or enjoyed the outdoors at least weekly or monthly. Perhaps because of their greater tendency to live alone, gay men were more likely than lesbians to say they dined out with friends at least once a week (37% compared to 27%). Consistent with their greater tendency to live outside cities, lesbians were more likely than gay men to report enjoying the outdoors on a weekly basis (41% compared to 33%). Going out to a bar, club or performance was also relatively popular. Compared to lesbians, gay men were more likely to report weekly or monthly enjoyment of bars or clubs (49% of gay men compared to 31% of lesbians), going out to a movie (40% compared to 29%), or going to a live performance (21% compared to 14%).

Participants reported attending other activities less frequently. Although about one-quarter of lesbians (26%) and more than a third of gay men (38%) reported going to a gym or athletic club at least once a week, overall 48% of participants reported going to a gym or athletic club less than once a year.

About one-third of lesbians (37%) and gay men (33%) said they attended a community fundraiser about once a year. Activities that a majority of participants reported doing less than once a year included going to political fundraisers, getting professional massages or going to yoga classes, with gay men being less likely than lesbians to report these activities.

Participants also reported on the amounts they spent on restaurants, bars and alcohol, coffee or tea, or other expenses each week. Restaurant-goers, the biggest spenders, reported spending over $60 a week on meals. People who went to bars or bought alcohol reported spending about $30/week, somewhat more than the $26/week some reported spending on clothing. Those who said they drank coffee or tea said they spent about $14/week on coffee or tea, and those who said they drank bottled water said they spent about $10/week on the water.

 

Beverage Consumption

Reporting on what they drank at bars, restaurants or clubs, the greatest percentage of participants reported drinking beer, wine and vodka. Beer and wine consumption was similar between gay men and lesbians, but gay men were much more likely to drink vodka, and other types of spirits.

Participants reported on how many beers of specific brands they consumed per week. They tended to report drinking light beers (such as Miller Light, Coors Light, and Bud Light) the most frequently and that they consumed on average between 5 and 6 beers of these brands per week. Coors, Budweiser, Miller, and other brands were also reportedly consumed relatively often.

When asked about their weekly consumption of beer and wine at bars and restaurants, about two-thirds (69%) said they drink alcohol at bars and restaurants. About 16% each of participants reported drinking one or two drinks at a bar or restaurant per week. Not counting people who said they didn’t drink in bars or restaurants, the average number of drinks that was reportedly consumed in these locations per week was about five.

 

Other Purchases and Influences on Purchasing

Participants were also asked about other purchases they tended to make. Thinking about purchases of sports equipment in the past year, respondents were most likely to mention buying running shoes (33%). Bikes were the item they said they bought next most commonly (13%), whether mountain bikes (5%), city/hybrid bikes (4%) or road bikes (4%); only 1% said they bought a moped. Others reported buying camping equipment (13%), hiking boots (8%), or a kayak or canoe (2%). Less than 1% of respondents said they bought Alpine skis, mountain climbing gear, or snowboards.

Consistent with lesbians’ reports of being more likely to live in suburban or rural areas than gay men were, they were also more likely than gay men to report buying different kinds of sports equipment in the past year, including running shoes (36% compared to 32%), camping equipment (20% compared to 10%), hiking boots (11% compared to 7%).

As for other purchases made in the past 12 months, survey respondents were especially likely to mention buying electronic equipment, such as laptop computers (29%), PDA/Smart phones (28%), high-definition televisions (26%) or standard cellular phones (24%). About one-fifth (21%) also said they bought stocks, bonds or mutual funds in the past year. Approximately 17% reported buying a car and 5% reported purchasing a home/primary residence within the last year.

Gay men were more likely than lesbians to report past-year purchases of a PDA/Smart phone (30% compared to 24%), high-definition TV (27% compared to 22%), or a desktop computer (14% compared to 10%), but were less likely to report buying a standard cellular phone than lesbians were (23% compared to 29%). Gay men were also more likely to say they invested stocks, bonds, or mutual funds in the past year (23%) than lesbians were (18%). However, the two groups did not differ in the likelihood with which they reported buying a laptop, an automobile, or a home.

Participants also reported on company practices they thought had the most influence on their purchasing decisions. They were the most likely to mention the strong influence of companies having fair employment practices (45%)—such as non-discrimination in hiring or recognition of domestic partners—as well as gay-friendly policies (42%). Participants were almost as likely to mention the strong influence of companies supporting LGBT political causes (37%), LGBT organizations or charities (34%) or LGBT events (29%).

As for brand loyalty, more than half (53%) of respondents said they were loyal to certain brands but might try new brands. Another one-quarter said they preferred certain brands but constantly tried new brands. About 12% of respondents reported consistent brand loyalty.

With regard to cause-related marketing, the greatest percentage of respondents (53%) viewed it as a marketing tool even if it did help a cause. Gay men were more likely to express such an opinion (55%) than lesbians were (50%). The next largest group of respondents (42%) saw cause-related marketing as a good way to raise money and awareness for a cause, with lesbians being more likely to endorse such views (47%) than gay men were (40%).

For participants as a whole, preferred marketing terms to describe the gay and lesbian community were “Gay and lesbian” (Mean = 4.3), “Lesbian and gay” (Mean = 4.0), “LGBT” (Mean = 4.0) and “Gayfriendly” (Mean = 4.0). When comparing LGBT vs. GLBT, women strongly prefer LGBT, but the men view the two equally favorably. While most terms commonly used in gay and lesbian marketing campaigns were viewed positively, the terms Queer, Alternative and LGBTIQQ were viewed neutral to negative.

 

Media Preferences

Participants were next asked about their consumption of media, including how many hours they spent involved in different activities per week. Compared to working—at which participants said they spent the most time (Mean = 37 hours/week)—the activities participants reported doing the next most often included: using the Internet for personal use (Mean = 13.1 hours/week), watching TV (Mean = 12.2 hours/week), listening to music (Mean = 10.5 hours/week), listening to the radio (Mean = 6.7 hours/week), reading (Mean = 5.8 hours/week), and working out (Mean = 4.0 hours/week). Compared to lesbians, gay men tended to report a greater number of hours per week spent using the Internet for personal use (Mean = 14 hours/week compared to 11) and watching TV (Mean = 13 hours/week compared to 11).

With regard to blogs they read at least monthly, participants were most likely to indicate reading the Huffington Post (18%), other blogs (10%), Towleroad (9%), and Perez Hilton (8%). Gay men were more likely than lesbians to say they read Towleroad (11.2% compared to 2.1%) or Perez Hilton (8.6% compared to 6%) monthly, and less likely to say they read Queerty (6.2% compared to 13.7%) or Pam’s House Blend (3.7% compared to 6.1%) at least once a month.

Facebook was the most popular social networking site, with a remarkable 66% of participants saying they logged on to the site at least once a month, compared to 25% for MySpace. A little less than onefifth of participants said they visited LinkedIn (19%) or Twitter (18%) at least monthly. Lesbians were just as likely as gay men to say they visited Facebook or Twitter.

In general, participants said they used social networking sites to socialize, whether to stay in touch with friends (63%), find old friends (45%), for entertainment (43%), or to stay in touch with family (34%). Finding information—for example, about upcoming events (32%), the LGBT community (30%), or new places to go (25%)—was the next most common motivation. About one-quarter also reported motivations to date (23%) and hook up (22%). Using the sites to research products and services was noted by another 12% of participants.

Compared to lesbians, gay men tended to report using social networking sites more for entertainment (46% compared to 36%), and discovering new places to go (27% compared to 21%). They were also much more likely than lesbians to report using the sites for dating (28% compared to 9%) or to hook up (30% compared to 3%). In contrast, lesbians were more likely than gay men to say they used the sites to network with family (38% compared to 32%). Gay men were also more likely to report responding to ads on mainstream blogs/social networking sites (25%) or on LGBT blogs/social networking sites (39%) than lesbians were (each 14%).

 

This is an excerpt; download the full report in pdf format here.

Thomas Roth is president of Community Marketing, Inc. The San Francisco-based company, founded in 1992, connects their tourism and hospitality clients with LGBT, green, and other trend-leading “niche” segments through consumer research, strategic planning and highly targeted communications channels. Visit their website at www.CommunityMarketingInc.com.