LGBT Community Survey® U.S. Overview Report 7th Annual Edion August 2013

Enre contents © Community Markeng, Inc. CMI’s 7th Annual LGBT Community Survey

Thanks to our 2013 Sponsor

…and our outstanding research partners

Enre contents © Community Markeng, Inc. Use or distribuon by permission only. 2013 LGBT Community Survey® US Overview Report | 7th Edion

Now more than ever, the LGBT market segment simply shouldn’t be ignored. With the end of DOMA and the expansion of marriage equality, America’s social and polical landscape is evolving rapidly. Developing a clear understanding of this dynamic and influenal demographic has never been more important for your brand.

Ulizing innovave quantave and qualitave market research methodologies, Community Markeng & Insights helps companies and organizaons beer understand and more effecvely reach diverse LGBT communies.

Among other studies, this year we’ll embark on our first- ever comprehensive LGBT wedding study. CMI has been a pioneer in LGBT markeng and insights since 1992, and my team looks forward to being your strategic partners.

Thomas Roth, President Community Markeng & Insights www.CommunityMarkengInc.com

3 2013 LGBT Community Survey® US Overview Report | 7th Edion

Who We Are

› The Community Markeng & Insights team has been conducng LGBT consumer research for 20 years. Our pracce includes online surveys, IDIs, MROCs, focus groups (on-site and virtual), and advisory boards in North America, Europe, Lan America, Australia and Asia. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evaluaons, posioning, economic impact, ad creave and brand tesng, informed forecasng, measurable markeng planning and assessment of return on investment.

› CMI’s clients span a wide range of industries. Custom CMI studies have been produced for Wells Fargo Bank, SunTrust Bank, ABSOLUT Vodka, E&J Gallo Wineries, Prudenal Financial, MetLife, WNBA, Esurance, Target Brands, Digitas, Travelocity, American Cancer Society, Kaiser Family Foundaon, Hya Hotels, Greater Fort Lauderdale CVB, Canadian Tourism Commission, Stockholm Tourism Board, Japan Naonal Tourism Organizaon, The U.S. Census and numerous other corporaons and organizaons across North America and around the world.

› CMI’s research has been published in the New York Times, Wall Street Journal, Forbes, USA Today, Washington Post, Chicago Tribune, Los Angeles Times, Miami Herald, Adversing Week, CBS News, NPR, Associated Press and many other internaonal, naonal and regional media.

4 2013 LGBT Community Survey® US Overview Report | 7th Edion

CMI’s Annual LGBT Community Survey connues to be one of the most comprehensive studies available focusing on LGBT consumers. In this presentaon, we report the results in a number of different ways, slicing the L G B and T in different ways depending on the queson. The possibilies are endless, as CMI’s large sample enables us to deeply understand the similaries and differences within the LGBT community.

Who Did We Talk To? How Did We Talk To Them?

› Over 30,000 total respondents across more › 15 minute online survey conducted in May - than 100 countries. June 2013.

› This report focuses on U.S. data for over › Our survey was made available through an 10,000 self-idenfied gay and bisexual men, email invitaon to survey panelists, as well as over 4,000 lesbian and bisexual women and on the websites, email lists, social media and over 400 transgender community members. publicaons of our 180+ partners.

› Respondents were recruited from CMI’s › Our sample reflects the readership/ proprietary research panel and 180+ LGBT membership of this broad range of LGBT media outlets and partner organizaons. media outlets, organizaons and events. This means that the results summarized here are highly representave of consumers who are interacng with the LGBT community.

5 2013 LGBT Community Survey® US Overview Report | 7th Edion

In partnership with Rivendell Media, CMI’s 2013 LGBT Community Survey respondents were referred from 180+ LGBT research partners (media, events and organizaons)

A&U, America's AIDS Magazine DAVID ATLANTA GGBA-Golden Gate Business Movement Advancement Project Rainbow411.com ACCESSline Newspaper Delta Foundaon of Pisburgh Associaon MyCastro.com RealHealthMag.com ADELANTE Magazine dot429 Grab Magazine NAGAAA-North American Gay Revolve paper Advocate.com Echelon Magazine Greg in Hollywood Amateur Athlec Alliance San Diego LGBT Weekly Affirmaons ECHO Magazine GSBA-Greater Seale Business Navigaytour SaneMag.com AIDSmeds.com EDGE Media Network Associaon New Civil Rights Movement SheWired.com Ambush Mag EGLSF-European Gay & Lesbian GuideMag.com Next Magazine Smart + Strong AmericaBLOG Sports Foundaon HepMag.com NLGJA-Naonal Lesbian & Gay South Florida Gay News American Society of Travel Agents Equality Forum Here Media Journalists Associaon SquareHippies Aqua Foundaon for Women Equality Michigan Heretv.com NYC COMMUNITY MEDIA Squirt Atude Magazine Equally Wed HIVPlusMag.com Odyssey Magazine StandUp Magazine AzerCreave.com Erie Gay News Hotspots Media Group OmgBlog Sweet B Magazine Fab Magazine ImageOut ONE Community Media, LLC SWERV Magazine Balmore City Paper Family Equality Council INBA-Inland Northwest Business OneGoodLove, Inc Tagg Magazine Balmore OUTloud FEMWORKS Allinace Opons Newsmagazine THE FIGHT Magazine Bay Area Reporter/BARtab FENUXE Magazine Insnct Magazine Our Lives Magazine The G&LR Bay Times FLAME Magazine InterPride Inc Out & About Newspaper The Gayly Bay Windows FlawLes Media ITB Berlin Out Front The Humsafar Trust Bear World Magazine Frameline JoeMyGod Out In Jersey Magazine The Mirror Magazine Between The Lines Froners Media Kenneth in the 212 OUT ONLINE The Montrose Center BiNet USA Fugues L Style G Style Out Post The Pride Guides Bisexual Resource Center G Philly Las Vegas Magazine Out Professionals The Rage Monthly Magazine bleu Magazine GA Voice Las Vegas Sun Out.com The Rainbow Times Bombay Dost Gay Girl Dang Coach Las Vegas Weekly Outlook Media, Inc The Seale Lesbian BoyCulture Gay Hockey Internaonal Lesbian News OutrageDC.com TLAgay Camp Magazine Gay San Diego Lesbian.com Outsmart Magazine TomOnTour CenterLink Gay Yellow Pages, Inc. Liberty Press Ouraveler.com Towleroad | AskTell Media Group ChicagoPride.com Gay.com Logo TV Philadelphia Gay News TuSaludMag.com Circle of Voices Inc. Gay.net Long Island GLBT Services Network / Pink Banana Media Unity Coalion|Coalicion Unida City of Newark LGBTQ Concerns Gayborhood Living Out PinkNews Utopia-Asia.com Advisory Commission GayCalgary Magazine LOTL POZ - POZ.com Vegas INC Columbia FunMaps GayCies M2M6 Media PQ Monthly Washington Blade Compete Magazine GayWhistler.com Mark's List Media, LLC Q Magazine Watermark Media Connexons Magazine Get Out! Magazine Metro Columbus QNotes Windy City Media Group Curve Magazine GLCCB/Gay Life Metro Weekly QSaltLake Wisconsin Gazee Daddyhunt GLISA - Gay and Lesbian Internaonal Mid-South Pride Queer.de Xtra Oawa Dallas Voice Sport Associaon MISTER Queerty Xtra Toronto Damron Gloss Magazine Montrose Star QVegas Xtra Vancouver Xtra.ca

6 1 Messaging & Terminology 2013 LGBT Community Survey® US Overview Report | 7th Edion

Response to LGBT Terms in Corporate Markeng LGBT is the most popular term among both gay men and lesbians. GLBT connues to loose favor over me, even among gay men. Queer tests quite poorly, but the inclusive LGBTQ is gaining popularity, especially among women.

How do you feel about each term when you see it used by a corporaon? (% Favorable) GAY MEN LESBIANS LGBT 77% 87%

Gay & Lesbian 77% 71%

Gay-friendly 66% 69%

Lesbian & Gay 60% 72%

GLBT 59% 51%

Rainbow (image) 56% 66%

Gay-welcoming 52% 54%

LGBTQ 45% 64%

Everyone-welcoming 41% 49%

"Rainbow" (word) 28% 38%

Queer 16% 23%

LGBTQQIA 10% 18%

Base: Gay Men n=10,233; Lesbians n=3,223

8 2013 LGBT Community Survey® US Overview Report | 7th Edion

Response to LGBT Terms in Corporate Markeng Not surprisingly, bisexual men and women and transgender community members do not respond favorably to just “gay and lesbian.” LGBT and LGBTQ are the preferred terms in the bisexual and transgender communies.

How do you feel about each term when you see it used by a corporaon? (% Favorable) Bisexual Men Bisexual Women Transgender LGBT 70% 78% 76%

Gay & Lesbian 52% 39% 33%

Gay-friendly 57% 45% 39%

Lesbian & Gay 43% 38% 33%

GLBT 56% 46% 48%

Rainbow (image) 53% 55% 59%

Gay-welcoming 46% 33% 31%

LGBTQ 51% 75% 72%

Everyone-welcoming 54% 54% 56%

"Rainbow" (word) 31% 28% 36%

Queer 23% 35% 38%

LGBTQQIA 22% 36% 42%

Base: Bi Men n=604; Bi Women n=951; Transgender n=423

9 2013 LGBT Community Survey® US Overview Report | 7th Edion

LGBT Relaonship Terminology ‘Spouse,’ ‘Partners’ and ‘Same-sex Couples’ are the preferred terms to describe LGBT relaonships among the LGBT community overall; ‘queer couple’ is strongly disliked. Note that this was polled just prior to the US Supreme Court decision in favor of marriage equality. When you see the following terms to describe relaonships in our community in the media or adversing, how do you react to the terminology?

Among Total LGBT (no differences across groups) Positive Neutral Negative Spouse 73% 24% 3% Partners 67% 28% 5% However, for Same-sex couple 63% 30% 7% those who are Same-sex partners 56% 34% 10% married, 60% Life partners 55% 33% 12% prefer husband/ wife, with 12% Domestic partners 54% 37% 9% feeling negave Husband / Wife 51% 35% 14% about the LGBT couple 48% 39% 13% words. Significant others 48% 40% 12% LGBT partners 41% 43% 16% Same-gender couple 37% 46% 18% Queer couple 15% 27% 58%

Base: Total LGBT n=15,275

10 2 Purchasing Habits and Brand Involvement 2013 LGBT Community Survey® US Overview Report | 7th Edion

Past Year Purchases In the past year, nearly two-thirds of gay/bisexual men and lesbian/bisexual women purchased ckets for performing arts events. Men were more likely to purchase a major vacaon while women were more likely to purchase smartphones and salon and spa services. Top Purchases, Past Year

62% 64%

Gay / Bi Men Lesbian / Bi Women

43% 42% 44% 38% 34% 32% 31% 28% 24% 21% 22% 21% 19% 19% 18% 18% 16% 13%

Purchased/ Tickets for Vacaon of 5 Salon services/ High Definion Laptop Major kitchen Smartphone Furniture Tablet computer leased a new performing arts nights or more spa treatments TV computer appliance automobile

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096

12 2013 LGBT Community Survey® US Overview Report | 7th Edion

Planned Purchase Trends Within the overall LGBT community, planned purchases for the next year are less than actual purchases from the past year. Typically quesons about planned purchases gauge confidence in the economy. This result indicates a soening in economic confidence in the next year. In contrast, Canadian LGBTs demonstrate greater economic confidence than those living in the United States. (See Canadian Report on CommunityMarkengInc.com.)

Which of the following do you plan to purchase in the next 12 months?

Tickets for performing arts 46% 49% Vacaon of 5 nights or more 36% 45% Furniture 22% 26% Smartphone 22% 26% Salon services/spa treatments 24% 30% Laptop computer 16% 17% Tablet computer 13% 16% High Definion TV 11% 16% Purchased/leased a new automobile 12% 14% Major kitchen appliance 11% 14% Gay / Bi Men Lesbian / Bi Women Desktop computer 5% 8% Primary Residence 7% 8% There were few differences for transgender parcipants with purchases and planned purchases except for one Video game console 6% 7% category; travel. Only 20% of transgender parcipants 5% In-home espresso machine 5% purchased a vacaon of 5 nights or more and only 22% Cosmec enhancement 4% 5% planned to purchase a major vacaon in the next year. E-reader 5% 6% Vacaon Home 2% 3%

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096

13 2013 LGBT Community Survey® US Overview Report | 7th Edion

Weekly Alcohol Consumpon: By Percentage of Respondents Younger gay men are most likely to consume at least one alcohol drink per week.

Percentage of parcipants who consumed one or more of the following beverages in the past seven days

Gay Men Gay Men Gay Men Lesbians Lesbians Lesbians

18-29 30-44 45-59 18-29 30-44 45-59

Beer 52% 46% 38% 45% 44% 37%

Wine 46% 45% 41% 30% 34% 33%

Sparkling Wine/ Champagne 18% 18% 12% 11% 11% 10%

Spirits/ Cocktails 59% 61% 48% 43% 42% 35%

Base: Gay Men 18-29 n=1,084, 30-44 n=2,746, 45-59 n=4,375; Lesbians 18-29 n=496, 30-44 n=985, 45-59 n=1,233

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Alcohol Consumpon: Number of Drinks Among All Respondents Gay men are more likely to consume spirits, while lesbians are more likely to drink beer.

Average # of drinks consumed in the past seven days (Among all study parcipants, regardless if they consumed beverage or not)

Gay Men Gay Men Gay Men Lesbians Lesbians Lesbians

18-29 30-44 45-59 18-29 30-44 45-59

Beer 4.2 3.9 2.8 3.7 3.4 1.7

Wine 2.8 3.2 2.8 1.4 1.5 1.8

Sparkling Wine/ Champagne .7 .7 .5 .4 .3 .3

Spirits/ Cocktails 5.3 5.3 3.7 2.5 2.2 1.7

Base: Gay Men 18-29 n=1,084, 30-44 n=2,746, 45-59 n=4,375; Lesbians 18-29 n=496, 30-44 n=985, 45-59 n=1,233

15 2013 LGBT Community Survey® US Overview Report | 7th Edion

Alcohol Consumpon: Number of Drinks by Alcohol Consumers Lesbians who consume alcohol beverages are nearly equal to gay men in number of beers consumed. For other beverages, gay men consumpon of drinks per week exceeds that of lesbians.

Average # of drinks consumed in the past seven days (Among study parcipants who consumed at least one of the parcular beverage)

Gay Men Gay Men Gay Men Lesbians Lesbians Lesbians

18-29 30-44 45-59 18-29 30-44 45-59

Beer 5.0 4.6 3.4 4.4 4.0 2.3

Wine 3.4 3.9 3.4 1.6 1.8 2.2

Sparkling Wine/ Champagne .8 .8 .6 .5 .4 .3

Spirits/ Cocktails 6.4 6.4 4.5 3.0 2.6 2.0

Base: Gay Men 18-29 n=1,084, 30-44 n=2,746, 45-59 n=4,375; Lesbians 18-29 n=496, 30-44 n=985, 45-59 n=1,233

16 2013 LGBT Community Survey US Overview Report | 7th Edion

Transgender Alcohol Consumpon Transgender community members consume fewer alcohol beverages than gay men and lesbians.

Transgender Alcohol Consumpon Past 7 Days

Had at least one drink in Average # of drinks last seven days

Beer 33% 2.1

Wine 26% 1.2

Sparkling Wine/ Champagne 9% .4

Spirits/ Cocktails 32% 2.2

Base: Transgender n=425

17 2013 LGBT Community Survey® US Overview Report | 7th Edion

Brands Supported For Pro-LGBT Policies Starbucks, JCPenney and Target connue to garner strong support in the community; gay and bisexual men are also showing support for brands including Apple, Amazon and Absolut. Which companies or brands have you made a conscious decision to purchase from because of their pro-LGBT policies or pracces? Past Year (OPEN-END VERBATIM WRITE-IN RESPONSES) Among Gay / Bi Men Among Lesbians / Bi Women

Starbucks 18% JCPenney 26%

JCPenney 14% Target 21%

Target 14% Starbucks 20%

Apple 13% Amazon 9%

Amazon 9% Apple 6%

Absolut 8% Home Depot 5%

Macy's 6% Nabisco/Oreo 4%

Home Depot 5% Nike 4%

American Airlines 5% American Airlines 3%

Costco 4% Absolut 3%

Budweiser 4% Macy's 3%

Wells Fargo 3% Subaru 2%

Base: 2013 total answering Gay/Bi Men n=3665; Lesbians/Bi Women n=1335

18 2013 LGBT Community Survey® US Overview Report | 7th Edion

Brands Boycoed For An-LGBT Policies When asked to write from memory a brand they are currently boycong, 75% indicated Chick-fil-A. Exxon-Mobile has negave results similar to 2012. Although Walmart is in 3rd place, their negaves have significantly dropped since 2012 (decreasing nearly 50%). Which companies or brands have you boycoed because of their an-LGBT policies or pracces? Past Year (OPEN-END VERBATIM WRITE-IN RESPONSES)

Among Gay / Bi Men Among Lesbians / Bi Women

Chick-fil-A 76% 73%

Exxon-Mobil 20% 9%

Walmart 15% 16%

Base: Total answering Gay/Bi Men n=6,050; Lesbians/Bi Women n=2,150

19 Volunteer

Vote Fundraising Boycott

Share Mouth of Word Charitable Involvement and Civic Engagement in 3 the LGBT Community Giving 2013 LGBT Community Survey® US Overview Report | 7th Edion

Involvement in Charies & Non-Profits Nearly half of all gay/bi men and lesbian/bi women contribute to a charity or non-profit at least annually, while those in the transgender community are more likely than L, G or B to volunteer for one or more non-profits.

Which of the following apply to you personally?

54% Lesbians Gay / Bi Men 49% / Bi Women 47% 46% 42% Transgender

33% 30% 27% 24% 25% 22% 22% 21% 17% 15% 15% 14% 11% 10% 8% 7%

I make cash donaons I volunteer for one or I purchased cket(s) to I make cash donaons I use the services of I am employed by a I included asset to one or more more non-profits an LGBT fundraiser to one or more one or more non- non-profit donaon in my will or charies / non-profits gala charies / non-profits profits trust annually monthly

Base: Gay/Bi Men n=10,741; Lesbians/Bi Women n=4,033; Transgender n=418

21 2013 LGBT Community Survey® US Overview Report | 7th Edion

Involvement of Non-LGBT Friends & Family in LGBT Issues General awareness and polical support of LGBT issues is parcularly strong among non-LGBT close friends (two-thirds or higher). Non-LGBT family members are about half as likely (or less) to be viewed as showing support for a wide range of LGBT issues.

How involved are your close friends and family in LGBT rights, polics, adversing, etc.? In general, would you say that your non-LGBT close friends and family...

Are aware of LGBT current events, rights issues, and social and 71% polical challenges 40%

Vote to support LGBT or LGBT-supporve candidates and iniaves 66% 36%

Vote to oppose an-LGBT candidates and iniaves 55% 33% Take acon, like signing a peon or wring government 51% representaves, to support LGBT causes 22% Close non-LGBT friends Intenonally avoid or boyco companies that are an-LGBT 42% 19% 32% Intenonally make purchases from LGBT-friendly companies 12% Non-LGBT family members 29% Make donaons to LGBT causes 11% 28% Aend LGBT non-profit galas or other events 9%

Read LGBT media (publicaons, websites, etc.) 24% 7% Among Total LGBT 19% (no differences across groups) Belong to LGBT organizaon(s) 5%

Base: Total LGBT n=15,583

22 4 Media Habits and Consumption 2013 LGBT Community Survey® US Overview Report | 7th Edion

Interacon with Adversing Engagement with Facebook (both business pages and ads) connues to be very strong among LGBTs, aer overtaking tradional banner ads last year.

In the past week, have you... ?

40% "Liked" a business on Facebook 42% 38% 34% Clicked on a Facebook ad 27% 27% 31% Clicked on a website banner ad 18% 17% 28% "Checked-in" at a business to get deals / discounts 22% 18% 18% Forwarded an adversement to a friend 16% 13% Gay / Bi Men 17% Clicked on a mobile app ad 13% 6% Lesbian / Bi 14% Scanned a QR "tag" with your smartphone 11% Women 9% 13% Purchased a deal from Groupon, Living Social, etc. 17% 7% Transgender 12% Shared or retweeted a commercial ad or announcement 11% 8% 27% None of the above 31% 40%

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096; Transgender n=414

24 2013 LGBT Community Survey® US Overview Report | 7th Edion

Media Consumpon Gay men are consistently more likely to use a variety of media compared to lesbians, especially LGBT mobile apps. However, lesbians are more likely than gay men to read LGBT email newsleers. In the past week, have you read, viewed, or listened to…?

GAY MEN LESBIANS LGBT websites / blogs 67% 58% Network / cable TV 65% 57% Mainstream websites / blogs 57% 46% Mainstream general newspapers 55% 46% LGBT pubs for my city or region 50% 42% Mainstream magazines 43% 34% LGBT email newsleers 41% 45% Mainstream radio 41% 39% LGBT naonal magazine(s) 38% 30% Streaming video on computer 38% 30% Alternave newspapers 29% 26% LGBT mobile apps 25% 6% Mainstream email newsleers 24% 21% LGBT-dedicated TV shows 23% 16% Satellite radio 23% 17% Podcasts 14% 13% LGBT radio 11% 8%

Base: Gay Men 10,262; Lesbians n=3195

25 2013 LGBT Community Survey® US Overview Report | 7th Edion

Media Consumpon Comparing bisexual and transgender media consumpon to that of gay men and lesbians on the previous slides, disncons become apparent. For example, transgender community members are more likely to interact with LGBT websites/blogs.

In the past week, have you read, viewed, or listened to…?

Bisexual Men Bisexual Women Transgender LGBT websites / blogs 58% 67% 70% Network / cable TV 54% 48% 45% Mainstream websites / blogs 51% 62% 55% Mainstream general newspapers 46% 36% 42% LGBT pubs for my city or region 39% 30% 48% Mainstream magazines 33% 27% 24% LGBT email newsleers 36% 32% 52% Mainstream radio 41% 37% 36% LGBT naonal magazine(s) 26% 18% 23% Streaming video on computer 40% 48% 44% Alternave newspapers 31% 23% 32% LGBT mobile apps 17% 3% 8% Mainstream email newsleers 23% 19% 20% LGBT-dedicated TV shows 15% 13% 17% Satellite radio 16% 12% 14% Podcasts 16% 15% 13% LGBT radio 9% 5% 10%

Base: Bi Men n=587; Bi Women n=932; Transgender n=422

26 2013 LGBT Community Survey® US Overview Report | 7th Edion

Media Consumpon Changes Involvement with LGBT media is generally stable, except for an upck this year in visitaon to websites and blogs across all LGBT.

Has your interacon with LGBT media (newspapers, websites, etc.) changed over the past 12 months? Among Total LGBT (no differences across groups) DECREASE STAY THE SAME INCREASE

Vising LGBT websites / blogs 6% 61% 34%

Reading LGBT email newsleers 8% 74% 18%

Using LGBT mobile apps 15% 68% 17%

Reading LGBT newspapers 13% 74% 13%

Reading LGBT naonal magazines 14% 75% 12%

Base: Total LGBT n=14,488

27 2013 LGBT Community Survey® US Overview Report | 7th Edion

Award Show Viewership • Among award shows polled, viewership among LGBTs is highest for the Academy Awards by far.

Which of the following have you watched in the past 12 months?

60% Academy Awards (Oscars) 50% 32% 35% Golden Globes 28% 18% 32% Grammy Awards 33% Gay / Bi Men 21% 14% Lesbian / Bi MTV Video Music Awards 15% 10% Women 13% County Music Awards or Academy of Country Music Awards 15% 11% Transgender 3% Lan Grammy Awards 3% 3% 35% None of the above 40% 61%

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096; Transgender n=425

28 2013 LGBT Community Survey® US Overview Report | 7th Edion

Content Viewership By Device Type Except for sports viewership, which is relavely lower across all devices among LGBTs, TV remains the most common method for consuming media. Usage of mobile devices to watch programming is sll quite low.

In the past 7 days, on which devices have you watched the following? (Please select all that apply)

Among Total LGBT (no differences across groups)

Base: All LGBT = 15,583

29 2013 LGBT Community Survey® US Overview Report | 7th Edion

E-Reader Preferences Among LGBTs who bought an e-reader in the last year or plan to buy one, the Kindle is the top choice by far, mostly movated by funconality; although word-of-mouth is crical as well.

Purchased or Planned to What brand did you buy / Why did you buy / plan to Purchase an E-Reader plan to buy? buy that brand?

Referral (family / Funconality friend) User reviews

66% 45% 36% 32% 15% 16% 67% 47% 39% 33% 21% 19%

Base: Total Purchased / Plan to Purchase, Gay Men n=1,670; Lesbians n=851

30 5 LGBT Acceptance in Sports

All sports fans, gay or straight, appreciate a great game and a terrific athlete. Inclusivity and diversity on a field of play or in the stands - regardless of race, religion, sexual orientaon or other idenfying factors - benefits every sport, every athlete and every league.

- Brian Kis, Co-Founder You Can Play Project 2013 LGBT Community Survey® US Overview Report | 7th Edion

Sports Viewership & Aendance Lesbians are more likely than gay men to watch professional sports. However, rates of aending games are similar. The WNBA excels with lesbian viewership and aendance.

Which sports leagues’ games have you watched or aended? Past 12 Months

Gay Men Lesbians

40% 56% NFLNFL NFLNFL 7% 10%

28% 38% MLBMLB MLBMLB 18% 22%

NBA 20% NBA 31% NBA NBA 4% Watched 5% Watched

18% Aended 20% Aended NHLNHL NHLNHL 5% 5%

13% 14% MLSMLS MLSMLS 3% 3%

3% 34% WNBAWNBA WNBAWNBA 1% 12%

Base: Gay men n=9,945; Lesbians n=2,872

32 2013 LGBT Community Survey® US Overview Report | 7th Edion

Percepons of LGBT Support by Sport/League The WBNA earns the highest rangs on being seen as supporve of the LGBT community (driven by lesbian/bi women). Soccer is the only other sport with over 20% “supporve” rang.

How supporve are these leagues to Among Total LGBT the LGBT community? (no major differences across groups) NOT SUPPORTIVE NEUTRAL SUPPORTIVE 60% of lesbians consider the WNBA 14% 40% 47% WNBA WNBA supporve

MLSMLS 28% 50% 23%

NBANBA 36% 47% 18% Slightly higher % supporve among gay men NHLNHL 41% 42% 17%

NFLNFL 45% 40% 15%

MLBMLB 40% 47% 14%

Base: Total LGBT n=12,513

33 2013 LGBT Community Survey® US Overview Report | 7th Edion

Importance of Factors in Sports’ League LGBT Support Publicly supporng ‘out’ sports figures and helping to drive increased awareness of LGBT athlete discriminaon are seen as two of the most important methods for leagues to demonstrate support of the LGBT community. Interesngly, support for LGBT athletes and player support for LGBT causes trumps more tradional LGBT media outreach. Which of the following do you feel are most important regarding professional sports' leagues or teams support of the LGBT community? (select up to 3)

68% Publicly support out sports figures 69% 46% Increasing awareness of discriminaon against LGBT athletes 52% 42% Player support of LGBT causes 32%

Team or league support of LGBT causes 39% 39% Gay Men LGBT inclusive adversing in the mainstream media 26% 32% Lesbians 18% Create an "It gets beer" video 19% 14% Outreach through LGBT media 13% 14% LGBT nights at games 15% 10% Sponsor LGBT sports teams 9%

Base: Gay men n=9,945; Lesbians n=2,872

34 2013 LGBT Community Survey® US Overview Report | 7th Edion

Importance of Factors in Sports’ League LGBT Support

Which of the following do you feel are most important regarding professional sports' leagues or teams support of the LGBT community?

Respondent Quotes

“Put rules in place to protect “Provide adequate LGBT athletes, coaches and trainers sensive security in and from discriminaon, bullying, near events.” physical/mental abuse. Have sff fines/penales/sancons if violated”

“LGBTs on kiss cam” “Acve engagement in polical “Supporve and processes that support LGBTQ rights posive messages on beyond speaking out about inclusion by social media by players and coaches. Creang safe teams and players” spaces for the queer community aached to athlecs.”

35 2013 LGBT Community Survey® US Overview Report | 7th Edion

Find out more… Community Markeng & Insights has over 20 years of experience in the LGBT market research and communicaons specialty.

Contact us to learn more about custom research, analysis and reporng on the variety of topics explored in our LGBT consumer studies, including:

Occupaon Travel Behavior

Media Consumpon Movaons

Living Environment Networking Habits Community Markeng & Insights 584 Castro St. #834 • San Francisco, CA 94114 Terminology Sports and Recreaon Tel +1 415/437-3800 • Fax +1 415/552-5104 info@CommunityMarkengInc.com Social Circle Custom Surveys, Focus Visit www.communitymarkenginc.com Groups, Advisory Boards Brand ‘LGBT friendliness’ and other research methodologies Community Markeng, Inc. is an NGLCC Cerfied LGBT Owned Business Enterprise.

Enre contents © Community Markeng, Inc. Use or distribuon by permission only. 36

About Community Marketing & Insights: The facts are plain: As a “niche market segment,” gay men and lesbians have a significant amount of disposable income. Most critically, their dollars go to product and service suppliers that recognize their unique buying motivations and preferences, and offer them differentiated value.

Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master the subtleties of this market since 1992. Our unique and specialized services are based on 20+ years of experience and case studies, and include market research (online surveys, focus groups, intercepts, interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic consulting; marketing planning, and marketing plan implementation/management. We produce custom, on-site training sessions, develop conferences, symposia and webinars, and speak at industry events.

Whether your organization is just learning about the market, or is updating its strategy, Community Marketing & Insights can accelerate your plans, reduce your risks and deliver measurable results. Because the LGBT community comprises a “slice” of the world’s population, there is no singular “gay market.” You’ll find singles, couples and families in every age and ethnicity. And you’ll find a world of diverse interests. CMI’s proven, powerful portfolio of services helps deliver your targeted markets.

Community Marketing & Insights has earned its position as the global leader in LGBT market research and development. Through the company’s tireless efforts, “doors have opened” around the world for gay and lesbian consumers. We have helped grow LGBT market recognition through research, media relations and education; and have brought opportunities to many of the world’s leading marketers.

CMI Community Marketing & Insights projects and training include: • ABSOLUT (Pernod Ricard) • American Cancer Society • Blue Cross/Blue Shield • Chicago History Museum • E. & J. Gallo Winery / Barefoot Wines • Esurance (an Allstate Company) • Gilead Pharmaceuticals • Greater Philadelphia Tourism Marketing Corporation • Hyatt Hotels & Resorts • Japan Air Lines • Japan National Tourism Organization • Kaiser Family Foundation (> Than AIDS campaign) • Kimpton Hotels & Restaurants • MetLife • MillerCoors Brewing Company • NYC & Co. • Prudential Financial • Switzerland Tourism • Target Brands • Travelocity • Wyndham Vacation Ownership • U.S. Government: Census Bureau, and HUD (Housing & Urban Development) • Wells Fargo Bank And many others

Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA • +1 415/437-3800 • www.CommunityMarketingInc.com

CMI’S LGBT CONSUMER RESEARCH PANEL 2012-13

SAMPLE DEMOGRAPHICS OF USA LGBT PANELISTS

DID YOU KNOW…? 44 MEDIAN AGE Gay men and lesbians own more homes and cars, travel more, spend more on electronics, and have the largest amount of disposable income of any 41% LIVE WITH PARTNER niche market. And it’s a sizeable niche: LGBT consumers make up 5% or more of the U.S. consumer market. Community Marketing will help you 62% COLLEGE GRADUATES connect with this influential demographic. 91% IN WORK FORCE ARE EMPLOYED CMI’S LGBT CONSUMER PANEL: WHAT MAKES IT UNIQUE? 74% HHI >$50K

• Accurate, targeted market intelligence 6% PURCHASED A HOME IN THE PAST Utilizing quantitative and qualitative market research methodologies, 12 MONTHS Community Marketing helps companies better understand and more 8% PLAN TO PURCHASE A HOME IN THE NEXT effectively reach the LGBT community. Our consumer panel provides 12 MONTHS insights through online surveys, focus groups, intercepts and more. 37% PURCHASED A SMARTPHONE IN THE PAST • The largest, most representative panel 12 MONTHS With over 20 years in business, Community Marketing has developed a 23% PLAN TO PURCHASE A SMARTPHONE IN THE research panel of more than 70,000 LGBT consumers. We’ve partnered with media outlets and LGBT-oriented organizations and events throughout the NEXT 12 MONTHS country and around the world to recruit a qualified panel that is geographi- 40% DRINK WINE WEEKLY cally representative of the LGBT population. 46% DRINK BEER WEEKLY 48% DRINK SPIRITS OR COCKTAILS WEEKLY • Candid responses, honest feedback As an LGBT-owned and –operated firm, we’ve established trust with our PAST 12 MO. PURCHASES panelists. We speak their language and know how to communicate effec- tively with them. As a result, our panelists are willing to talk with us frankly 29% MAJOR VACATION and frequently, even about sensitive issues. 14% AUTOMOBILE 37% SMARTPHONE • Community Marketing, Inc. Experience & Expertise 20% LAPTOP COMPUTER Since 1992, Community Marketing has provided market research, strate- 21% HDTV gic consulting and marketing planning services to a wide variety of clients. 21% FURNITURE We’ve provided LGBT consumer intelligence to numerous market leaders 18% TABLET COMPUTER like Wells Fargo Bank, Target Brands, Prudential, ABSOLUT Vodka, 26% SPENT $1000 OR MORE ON CLOTHING Travelocity, MillerCoors Brewing Co., Japan National Tourism Organization, 32% GYM MEMBERSHIP E&J Gallo Wineries, OraSure Technologies, Chicago History Museum, 29% SPA TREATMENTS Tourism Toronto, MetLife, Hyatt Hotels & Resorts, and many companies, 14% LGBT FUNDRAISING EVENT as well as the American Cancer Society, Kaiser Family Foundation and the COSTING $100+ U.S. Government (Census Bureau and H.U.D.). 78% ARE INFLUENCED BY COMPANIES THAT We also present public and custom onsite educational seminars and ADVERTISE IN LGBT MEDIA workshops. Last year, Community Marketing produced or presented at 32% “LIKED” A BUSINESS ON FACEBOOK LGBT marketing symposia on four continents. 25% READ LGBT BLOGS 22% CLICKED ON A FACEBOOK AD Learn more on our website, www.communitymarketinginc.com 14% CLICKED ON A MOBILE APP AD Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 AND MORE! LGBT Market Research: There is a difference! Market research studies and resulting statistics are meant to help marketers understand the LGBT communities, and influence educated decisions about their strategies and tactics. However, not all research is the same. Community Marketing & Insights methodologies and experience are distinct from those of others when considering approaches, respondent panels—and ultimately—the validity and utility of sought-after results.

WHO ARE YOU TALKING TO? Community Marketing & Insights (CMI) has developed our proprietary consumer panel over the past 20+ years by cir- culating field surveys at leading LGBT events, and by partnering with LGBT organizations and media across the USA, Canada, the UK, and around the world. These partners distribute our survey invitations via print ads, web banners, email broadcasts and social networks to their memberships and/or readers. The resulting panels are highly representative of LGBT consumers who interact with the LGBT community and media. This is important: If your communications channels are via the LGBT media, you’ll want to depend on research that represents these consumers’ interests, preferences, sensi- tivities and motivations. CMI research is trusted by—and frequently quoted in—the New York Times, USA Today, the Wall Street Journal, Forbes, Chicago Tribune, Los Angeles Times, Miami Herald, Ad Week, NPR, CBS News, Associated Press, etc. Other providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust the researcher enough to indicate that they are gay or lesbian in the context of a survey. This approach, attempting to “represent the gay community at large,” may be appropriate for direction in sociological or academic studies, but not for developing clear, representative advertising or marketing related strategies. Other researchers use lists from one or two LGBT publishers, which may skew results. For marketers desiring valid LGBT consumer insights about products, services, advertising creative and marketing strategies, these panel development approaches are not likely to yield LGBT community members who are interacting with the media where you are placing ads. IN RESEARCH, SIZE DOES MATTER.

CMI has conducted over a hundred LGBT-dedicated research studies since the early ‘90s, covering a wide variety of topics, industries and interests. Through our work, we both observe and influence the trends of this market. Size does matter in the case of research. Our research panel has grown to over 70,000 qualified LGBT consumers, the largest of its ® kind, by far. Our 6th Annual LGBT Community Survey study attracted over 45,000 survey participants, representing 148 countries, making it the largest such study in history. We leverage our long history/experience/expertise for your benefit, and fine-tune our portfolio of research panels, methodologies and approaches to best match your market intelligence goals. Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on the quality and demographic representation of the panel, or “reinvent the wheel” at your expense. One cannot fathom the diversity and complexities within LGBT (see below) on a small sample. And with small samples, you loose the opportunity to derive statistically-sig- nificant cross tabs on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumption that a 28 year old lesbian in Seattle has the same purchasing motivations and behaviors as a 67 year old gay man in Atlanta? Generalities and sweeping statements about “the gay market” based on comparatively small samples can distort the results of research findings, potentially wasting your investment of time and resources. DIVERSITY: THERE IS NO “LGBT MARKET” Community Marketing & Insights emphasizes that there is no “gay market,” just as there is no singular “Asian mar- ket.” The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities. Those, plus variations in geographical location, age, income, relationship status, gender identity and more, make it even more important to discover which opportunities within LGBT will help you achieve your goals. Fine tuning your approach- es based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient and cost-effective, and will significantly improve your marketing ROI. General surveys on “the gay market” are likely to only scratch the surface of the diversity and varieties of opportunities mar- keters can enjoy if properly explored and understood. continues... TWO SIDES OF THE COIN: QUANTITATIVE AND QUALITATIVE

Since 1994, CMI has taken pride in operating the most consistent, longest-running series of LGBT community sur- veys in the world. But we don’t stop there. Quantitative (data) research is one important side of a coin, but only tells half of the story. The other side of a comprehensive research initiative involves qualitative research, most notably derived from focus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candi- dates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or his- tory of using the client’s products or services. We maintain sufficient numbers of panelists to conduct groups in most major metro areas across the USA, Canada, UK, Germany and Australia, as well as many secondary markets. We’ve found that the same creative, tested in different regions, often yields substantially differing results. Isn’t it wise to know that—and adjust your plans—before investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that pro- duces and facilitates LGBT focus group studies and other qualitative research options. We have developed and reported on focus groups covering a wide variety of topics, plus we have operated telephone interviews, field surveys, advisory board series and multi-year customer satisfaction survey projects which can round out a comprehensive market intelligence plan. Producing only online surveys, other research companies are telling half of the story (at best). Without actual consumer inter- action, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts, nor can they adequately advise you on the sensitivities and complexities that are only uncovered in qualitative research... extremely important considerations that averages and extrapolated assumptions based only on survey statistics are likely to miss. WE DON’T OUTSOURCE! Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research software. We do all of our research in-house, because nobody knows this market segment as well as we do. We never sell or rep another company’s services, nor will we outsource your project to a 3rd party. Some firms work as reps of research companies, or outsource clients’ projects, and report on the results of the 3rd party’s work. But without being intimately involved in every aspect of the project, from discussing the client’s goals and designing the study, to build- ing the survey, implementing it and writing the report, and without engaging directly with consumers in focus groups, it is difficult to gain the insights that can only come from CMI’s hands-on LGBT research specialization spanning nearly two decades. TRUSTED

Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because we are LGBT-owned and -operated and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT consumers recognize that we use research data to build corporate relationships, which ultimately lead to better conditions for LGBT employees, social progress, and sensitive communications. PROUDLY LGBT-OWNED AND -OPERATED

One of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing, you not only gain the benefit of our long-standing leadership in this field, you are working with one of the only LGBT-owned mar- ket research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise. COMMUNITY CITIZENSHIP

CMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous com- munity-based organizations. We also participate in the community’s leading business and advocacy organizations, events and conferences, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR, International Gay & Lesbian Travel Association, National Lesbian & Gay Journalists Association, etc. This community con- nection is not only the right thing to do, it is essential for initiating appropriate relationships for our clients. VALUE

CommunityYou’d Marketing think & that Insights with this kind of specialization and experience, you’d be investing considerably more for services than for research from other companies. But it is due to our specific focus on LGBT market intelligence, and the cumulative 60+ years of dedicated LGBT research among the CMI team, that we can actually keep your costs low. We are not spending your money to locate qualified survey or focus group participants, nor are we spending our time (or your money) trying to source comparative data or case studies. We’ve done all that over the past 20 years for your benefit. And we are not running a large operation that juggles many accounts and projects of differing scope and focus. CMI’s client dedication and market specialization delivers you superior intelligence at a fraction of the cost of other firms. 584 Castro St. #834 • San Francisco, CA 94114 USA • Tel 415/437-3800 • Fax 415/552-5104 [email protected] • www.CommunityMarketingInc.com