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Thomas Roth Tom@Communitymarketinginc.Com Or (415) 437-3800 For Immediate Release San Francisco CA May 21, 2007 Contact: Thomas Roth [email protected] or (415) 437-3800 Community Marketing, Inc. to Release Ground-Breaking Gay and Lesbian Consumer Studies. Gay Consumer Index™ and Lesbian Consumer Index™ Highlight Findings from nearly 25,000 Respondents across the USA; about half gay men and half lesbians. Community Marketing, Inc., (CMI) the San Francisco-based gay and lesbian research, marketing and communications firm, will release the most comprehensive LGBT (lesbian, gay, bisexual, transgender) market research report ever conducted, the Gay Consumer Index™ and the Lesbian Consumer Index™, on July 15, 2007. The study was co-produced by Rivendell Media, and sponsored by Absolut. “Never before has an LGBT research study been based on a sample size of such proportion, and from such a broad spectrum of consumers,” said Jerry McHugh, Senior Research Director at Community Marketing, and the survey’s architect. “The study included more than 10,000 responses from lesbian consumers, and over 12,000 from gay male consumers. The resulting Gay Consumer Index™ and Lesbian Consumer Index™ reports include ground-breaking quantitative data and deep insights on demographics, psychographics, purchase behavior and motivations, and social and political perspectives. These indices will guide LGBT development and effective outreach communications for years to come,” McHugh added. From April 15 to May 15, 2007, Community Marketing, Inc. conducted an online survey of lesbian and gay adults. As an incentive, respondents were offered a chance to win one of four airline vouchers valid for a roundtrip flight in North America. This survey comprehensively and effectively represents a broad spectrum of LGBT consumers in all parts of the USA. With a sample size of more than 10,000 for each Index, the margin of error is plus or minus 1% with a 95% confidence interval. Survey participants were solicited through over 50 widely distributed internet and print publications, including: Instinct Magazine, Curve Magazine, Windy City Times, Jane and Jane, OutSmart Magazine, Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104• www.CommunityMarketingInc.com Bay Windows, Genre, HX Magazine, Dallas Voice, Just Out, Gay People's Chronicle, Outlook Magazine, Bay Area Reporter, Out And About Newspaper, Out Front Colorado, Washington Blade, Metro Weekly, Edge, Next Magazine, Chicago Free Press, Watermark, Outlook Weekly, Q Notes, Between The Lines, The Ozark Star, here! Interactive, Olivia, and many others. These media partners contributed their survey participants into Community Marketing’s own proprietary survey panel developed since 1994, which includes respondents from many other leading event and media companies such as Advocate Magazine, Gay.com, PlanetOut.com, GayWired.com, and Passport. “The Gay Consumer Index™ and Lesbian Consumer Index™ provide valuable guidance regarding the perceptions and opinions of ‘out’ lesbian and gay consumers; those who can be reached by marketers through gay and lesbian media channels. This unique, community-based methodology polls LGBT consumers who can be reached using print publications, direct mail and internet media,” said Tom Roth, President of Community Marketing. “It should be kept in mind, however, that the study’s findings profile those who read lesbian and gay publications and websites. These results should not necessarily be extrapolated to the entire gay and lesbian population, which we feel is impossible to do with surveys due to social, employment and political pressures,” added Roth. Because of the unprecedented size of this study, Community Marketing will be covering important new ground by publishing statistically significant cross-tab data reports on these and other LGBT demographic segments: Seniors, young adults, gay and lesbian families, ethnicity, and household income. "The wonderful thing about this breakthrough survey is that CMI’s Gay & Lesbian Consumer Index presents the first statistically significant information on the lesbian market, a market that is truly untapped, largely due to lack of specific segmented information,” said Todd Evans, President and CEO of Rivendell Media, co-producer of the study. “Additionally, specific market segment cross-tabs are available so that agencies, clients and publications can get exactly what they need,” added Evans. Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104• www.CommunityMarketingInc.com In addition to the Community Marketing’s analysis and interpretation, several independent community leaders will also offer their unique perspectives on the Gay & Lesbian Consumer Index, which will be included in the full report. Readers may subscribe to abstract summaries and updates of the Gay Consumer Index™ and the Lesbian Consumer Index™ by visiting http://www.GayConsumerIndex.com and registering for email updates. CMI, through its Gay Market Research + Development Lab® division, initiated the annual practice of collecting and analyzing data on gay and lesbian consumers through online surveys, field and customer satisfaction studies, advisory boards, and focus groups. In the past year alone, Community Marketing has produced and analyzed over 50,000 survey responses, and facilitated more than 75 focus groups and advisory boards on gay and lesbian issues. Industry leaders turn to CMI’s research to better understand gay and lesbian consumers, and to measure the effectiveness of their dedicated marketing efforts. Community Marketing, Inc., founded in 1992, is the global leader in gay and lesbian market research, strategies and communications. More info: www.CommunityMarketingInc.com Rivendell Media, Inc. is America's leading gay and lesbian media placement firm. Rivendell has been helping agencies reach the gay press since 1979, serving as the national advertising representative for over 200 gay and lesbian newspapers, magazines and entertainment guides. More info: www.RivendellMedia.com ends Gay & Lesbian Consumer Index and Gay Market Research + Development Lab are trademarks of Community Marketing, Inc. Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104• www.CommunityMarketingInc.com Gay Consumer Index™ Lesbian Consumer Index™ Sample Key Findings and Table of Contents May 17, 2007 Community Marketing, Inc.’s Gay & Lesbian Consumer Index™ study gathered a total of 26,205 complete responses. 24,563 of them reside in the United States, and some of the U.S. respondents are bisexual, transgender or straight, and are not included in these indices, or in the sample key findings below. To receive periodic abstract summaries, be sure to register for our email updates at www.GayConsumerIndex.com. Lesbians Gay Men Total Respondents 10,344 12,044 Marin of error 1% 1% Sample Demographics include… Median Age 45 45 In relationships and living together 64.5% 46.3% Single 23.3% 42.6% Have children under age 18 living in home 20% 5% Annual Household Income Approx $80,000 Approx $80,000 Work in the Medical/Health Industry 15.2% 8.0% Own a single family home 59.0% 41.2% Rent an apartment 18.4% 28.6% Sample Key Findings include… Personal Internet usage (per week) 10 hours 12 hours TV viewing (per week) 10 hours 10 hours Dine out per week 3 times 4 times Guardian of a dog 58.5% 37.6% Guardian of a cat 50.8% 28.4% Purchased a plasma or HD TV in the last year 17.3% 20.0% Drive a hybrid car 3.2% 2.6% Prefer vodka among spirits 47.5% 55.2% Voted in 2004 mid-term election 78.0% 83.8% Used an American Express credit card last month 24.0% 36.0% Gay & Lesbian Consumer Index and Gay Market Research + Development Lab are trademarks of Community Marketing, Inc. Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104 www.CommunityMarketingInc.com Gay Consumer Index™ Lesbian Consumer Index™ 2007 Report Table of Contents Page 1 of 2 Demographics Age Sexual identity Pet ownership Geographical distribution Home ownership Occupation Relationship status Children at home (n=567 gay men and 2,099 lesbians) Ethnicity Household income Psychographics & Motivations Advertising Employment policies Sponsorships Impact of ads for alcohol Influence of advertising in electronics purchases Retirement planning Social recognition Preferred terminology for LGBT communities Use of time Social activities Dining out Fine dining Spending on dining Consumption of alcoholic beverages Preference of spirits Movies Internet time Online purchases Online banking Time watching TV TV networks most watched Publications Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104 www.CommunityMarketingInc.com Page 2 of 2 Purchases Electronics Download music Home computer HD or plasma TV MP3 player Satellite radio Video recorder/TIVO Cell phone PDA Digital recorder Spending on Coffee drinks Water/sports drinks Clothing Travel Plans to purchase real estate Services Charity Automobile Type Frequency of purchase Criteria Health and fitness Gyms Vitamins HIV status Last tested Politics Presidential election Mid-term election Gay marriage Financial contribution to political party Gay & Lesbian Consumer Index and Gay Market Research + Development Lab are trademarks of Community Marketing, Inc. Community Marketing, Inc. • 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800 fax 415/552-5104 www.CommunityMarketingInc.com.
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