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CMI's 8Th Annual LGBT Community Survey®

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CMI's 8Th Annual LGBT Community Survey® CMI’s 8th Annual LGBT Community Survey® 2014 LGBT Community Survey is a trademark of Community Marketing, Inc. Entire contents © Community Marketing, Inc. Use or distribution by permission only. 8th Annual LGBT Community Survey® US Overview Report 2014 ABOUT US Community Marketing & Insights has been conducting LGBT consumer research since 1994. Our practice includes online surveys, telephone interviews, intercepts, focus groups (on-site Let us help you better understand your and online), and advisory boards in North America and Europe. opportunities, grow your LGBT market Industry leaders around the world depend on CMI’s research and share, and improve return on investment. analysis as a basis for feasibility evaluations, positioning, economic impact, creative testing, informed forecasting, measurable marketing planning and assessment of return on investment. Key findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Miami Herald, CBS News, NPR, Associated Press and many other international, national and regional media. CMI’s research clients include leaders from a wide range of industries. In the past few years, studies have been produced for these and many other clients: Prudential, Wells Fargo Bank, Aetna, Target Brands, SunTrust Bank, Johnson & Johnson, WNBA, OraSure, Credit Suisse, Esurance, Merz Radiesse, Absolut Vodka, NYC & Co., Visit Philadelphia, Las Vegas CVA, Hyatt Hotels Corp., Tourism Toronto, Tourism Office of Spain, Hawaiian Airlines, United States Census Bureau, American Cancer Society, Kaiser Family Foundation and numerous other corporations and organizations across North America and around the world. 2 8th Annual LGBT Community Survey® US Overview Report 2014 ABOUT THE SURVEY METHODOLOGY This comprehensive online survey on LGBT consumers was made available through an email invitation to survey panelists, as well as on the websites, email lists and social media of our 170+ LGBT media and organization partners. Importantly, our sample reflects the readership/membership of this broad range of LGBT focused media outlets, organizations and events. This means that the results summarized here are highly representative of consumers who are interacting with the LGBT community. SURVEY RESPONDENTS Over 34,000 respondents across more than 123 countries completed the survey. This report focuses on U.S. data for over 9,300 self-identified gay and bisexual men, over 3,500 lesbian and bisexual women and over 400 transgender community members. Respondents were recruited from CMI’s proprietary research panel and 170+ LGBT media outlets and partner organizations. 3 8th Annual LGBT Community Survey® US Overview Report 2014 CMI’s 8th Annual LGBT Community Survey® THANKS TO OUR 2014 SPONSORS 2014 …AND OUR OUTSTANDING PARTNERS! 4 8th Annual LGBT Community Survey® US Overview Report 2014 In partnership with Rivendell Media, CMI’s 2014 LGBT Community Survey respondents were referred from LGBT research partners (media, events and organizations). 103.9 PROUD FM Pittsburgh/Pittsburgh Pride He Said Magazine Out Professionals Travel Queery A&U Magazine Diversity Rules Magazine Hebro | Gay Jews OutcomeBuffalo.com TuSaludMag.com ADELANTE MAGAZINE DNA Magazine HepMag.com OutSmart Magazine UNITE Magazine Affirmations Echelon Magazine Hotspots Magazine OutSpokane Washington Blade AfterEllen.com EDGE Media Network ImageOut, Rochester's LGBT Film OUTtv Network Windy City Times AIDSmeds.com Equality Michigan Festival Pink Banana Media Wisconsin Gazette Altus Agency Erie Gay News INBA - Inland Northwest Business POZ - POZ.com Wolfe Video AMERICABlog Federation of Gay Games Allinace PQ (Proud Queer) Monthly Xtra Ottawa Aqua Foundation FENUXE Magazine International LGBT Football Calendar PQ Monthly Newspaper Xtra Toronto Austin PRIDE FLAME Magazine Jason B Pride Festival of Central PA Xtra Vancouver Autostraddle.com Frameline: San Francisco International JoeMyGod Pridezillas ZIP MAGAZINE Baltimore OUTloud LGBT Film Festival Kenneth in the 212 Programmatic Ad Buy Bay Area Reporter Frontiers Media Key West Business Guild, Inc. Project Q Atlanta Bay Windows FUGUES L Style G Style Q Magazine Bear Bash Events LLC Fugues.com Las Veges Pride QNotes Bear World Magazine GA Voice Lesbian News QSaltLake Between The Lines Gay City News Lesbian.com Queer Humboldt Bisexual Resource Center Gay San Diego Lexington Pride Festival QVegas Magazine Boston Pride Gayborhood LGBT Football Calendar RAGE MAGAZINE BoyCulture GayCalgary Magazine LGBT/JAX Business Directory Rainbow411 Camp magazine GayCities LGBTfeed.com Raynbow Affair Magazine CenterLink GayDirect Logo TV RealHealthMag.com ChicagoPride.com Gayosphere / FunMaps LOTL San Diego LGBT Weekly Chris Ryan Productions & Promotions, GAYtoZ DIRECTORY Mark's List San Francisco Bay Times LLC Gayvan.com Travel Marketing Metro Weekly SaneMag.com Christopher Street West / LA PRIDE GayWhistler | WinterPRIDE Mid-South Pride Smart + Strong Cilantro Creative GC Magazine MyRainbowPages.com South Florida Gay News Circle of Voices Inc. Genre Latino Magazine NAGLREP, The National Association of Southern Comfort Conference Columbia FunMap, Inc. GFLGLCC - Greater Fort Lauderdale Gay Gay & Lesbian Real Estate Professionals SquareHippies COME OUT WITH PRIDE ORLANDO & Lesbian Chamber of Commerce New Civil Rights Movement Squirt Compete Magazine Global Network of Black Pride New Orleans Pride Tagg Magazine Connextions Magazine GRAB Magazine NewNowNext.com THE FIGHT MAGAZINE LOS ANGELES Curve Magazine Greater Houston Next Magazine The Gay & Lesbian Review Worldwide DailyXtra.com CVB/MyGayHouston.com Odyssey Magazine The Gayly DailyXtra.com/Travel Greater Seattle Business Association OmgBlog The Montrose Center Dallas Voice (GSBA) ONE Community The Rainbow Times Dattch Greg in Hollywood Our Lives magazine The Standard Magazine DAVID ATLANTA Grindr, LLC Out & About Nashville TheBacklot.com DBQ Magazine GSHRadio.com Out Front thenewsGayper.com DECORHOMME GUIDE ARC EN CIEL/QUEBEC RAINBOW Out In Jersey magazine therepubliq Delta Foundation of GUIDE OUT Online Towleroad 5 8th Annual LGBT Community Survey® CMI’s 8th Annual LGBT Community Survey® US Overview Report 2014 1 Financial Confidence and Concerns 6 8th Annual LGBT Community Survey® US Overview Report 2014 Economic Confidence: Overall 45% of LGBT participants indicated at least one positive economic answer, 25% indicated at least one negative economic answer, and 30% were neutral. How would you describe your current financial situation? (Mark all that apply) Gay / Bi Men Lesbians / Bi Women 36% I am confident in my economic future 31% 29% My financial situation improved over last year 27% 29% I’m saving money 31% I’m doing alright financially but just breaking 29% even 31% 20% Right now I’m doing great financially 13% 15% It is a struggle to make financial ends meet 19% 6% I’m falling behind financially and going into debt 7% 6% My financial situation is a disaster 5% Bases: Gay and Bisexual Men n=9,325; Lesbians and Bisexual Women n=3,474 7 8th Annual LGBT Community Survey® US Overview Report 2014 Economic Confidence by Generation: Older LGBTs are far more financially confident than younger LGBTs. How would you describe your current financial situation? (Mark all that apply) 44% Positive 40% +4 Right now I’m doing great financially or I’m 35% +5 confident in my economic future. Neutral I’m doing alright financially but just breaking 36% -8 even. 28% -1 27% Negative It is a struggle to make financial ends meet, 28% -4 24% I’m falling behind financially and going into debt, or -3 21% My financial situation is a disaster. Millennials Generation X Baby Boomers Bases: Millennial Generation (1987-1981) n=3,282; Gen X (1980-1965) n=4,068; Baby Boomers (1964-1946) n=5,613 8 8th Annual LGBT Community Survey® US Overview Report 2014 Financial Concerns by Generation: Financial concerns are quite different by generation. Millennials are most concerned about the high cost of renting and student loans. Baby boomers are most concerned about the high cost of health care and protecting their wealth. How concerned are you about the following issues affecting your own personal financial life? (If not applicable to your life, mark “not concerned.”) % Very Concerned Millennials Generation X Baby Boomers 54% 45% 43% 43% 37% 37% 35% 36% 33%35% 29% 29% 35% 28% 30% 32% 24% 27%25% 26% 22% 21% 22% 22%21% 20% 22% 22% 15% 7% High cost of Too many Too much Becoming Cost of health High cost of Another Raising High taxes Protecting my renting a place student loans personal debt unemployed insurance purchasing a recession interest rates wealth to live home Bases: Millennial Generation (1987-1981) n=3,170; Gen X (1980-1965) n=4,068; Baby Boomers (1964-1946) n=5,613 9 8th Annual LGBT Community Survey® US Overview Report 2014 Political/Social Concerns: When asked about social concerns, LGBT discrimination, affordable healthcare and marriage equality rose to the top. Which of the following political and social issues are you most concerned about? % Somewhat to Very Concerned Gay / Bi Men Lesbians / Bi Women 97% LGBTQ discrimination 99% 93% Affordable Healthcare 96% 93% Marriage Equality 97% 91% Poverty 96% 90% Racial discrimination 97% 90% Unemployment 93% 90% Wars or military conflicts 92% 82% Street / neighborhood violence 87% 78% High taxes 73% 77% Inflation 77% 72% Government regulation 76% Bases: Gay and Bisexual Men n=9,376; Lesbians and Bisexual Women n=3,513 10 8th Annual LGBT Community Survey® CMI’s
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