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1St China LGBT Community Survey® 1st China LGBT Community Survey® In partnership with LGBT Community Survey is a trademark of Community Marke8ng, Inc. En8re contents © Community Marke8ng, Inc. Use or distribu8on by permission only. 1st Annual China LGBT Community Survey® Overview Report 2014 ABOUT US OVER 20 YEARS OF LGBT INSIGHTS › Community Marke@ng & Insights (CMI) has been conduc@ng LGBT consumer research for over 20 years. Our prac@ce includes online surveys, telephone interviews, intercepts, focus groups (on-site and online), and advisory boards in North America and Europe. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evaluaons, posi@oning, economic impact, creave tes@ng, informed forecas@ng, measurable marke@ng 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, Miami Herald, CBS News, NPR, Associated Press and many other internaonal, naonal 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: Pruden@al, Wells Fargo Bank, Aetna, Target Brands, SunTrust Bank, Johnson & Johnson, WNBA, OraSure, Credit Suisse, Hologic, Esurance, MerZ Radiesse, Absolut Vodka, NYC & Co., Visit Philadelphia, Las Vegas CVA, Hya Hotels Corp., Tourism Toronto, Tourism Office of Spain, Hawaiian Airlines, United States Census Bureau, American Cancer Society, Kaiser Family Foundaon and numerous other corporaons and organizaons across North America and around the world. 2 1st Annual China LGBT Community Survey® Overview Report 2014 Shanghai LGBT Professionals, as a non-profit network for gay and lesbian employees and plaorm for dialogue and cooperaon with companies across China on LGBT inclusion, is honored to have brought together an unprecedented coali@on of 20 Chinese LGBT groups, media, and organizaons to conduct this survey. As organizer of the 1st China Pink Market Conference, in partnership with Community Marke@ng & Insights, Dan Lan / Blued, and the L, I'm proud each of our 20 diverse partners contributed at least 100 survey responses. Your leadership has made history. Sincerely, Steven Paul Bielinski Founder, Shanghai LGBT Professionals 3 1st Annual China LGBT Community Survey® Overview Report 2014 Every year, Community Marke7ng & Insights produces custom LGBT research projects for Brands like… 4 1st Annual China LGBT Community Survey® Overview Report 2014 RESEARCH DESIGN OVER 20 YEARS OF LGBT INSIGHTS Who Did We Target? What Was the Methodology? › LGBTs 18 and above residing in China. 15 minute online survey conducted in › This comprehensive online survey on LGBT February-March 2014 consumers was mobile op@mized made › Respondents were recruited from CMI’s available through an email invitaon to survey › proprietary research panel and through 20 Respondents were entered into a drawing for panelists, as well as on the websites, email lists partner organizaons. one of five $100 prizes in recogni@on of their and social media of our 20 partners. @me to par@cipate in the study. › Partners include: Dan Lan/Blued, the L – › Importantly, our sample reflects the › lesbian social app, PFLAG China, At comple@on 1,875 LGBTs mee@ng the LesTalk, readership/membership of this broad range of Chengdu selec@on criteria completed the survey. Tongle Health Counseling Service LGBT focused media outlets, organizaons and Center, Shanghai Nvai, Chinese Gay-Straight events. This means that the results › Alliance, List any of note demographics(large % from Tontou, GJUnion, Sunshine Michu, summarized here are highly representave of Maryland) Shanghai PRIDE, Togayther, Beijing Gender consumers who are interac@ng with the LGBT Health Educa8on Ins8tute, community. ZHITONG, QueerLaLa Times, OUTER, Common Language, Chongqing TongXin Workgroup, and YouGov. 5 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary Ø Those who are more “out” and involved in China’s emerging LGBT community tend to be young adults. Companies outreaching to China’s LGBT community should use imagery, language and media in their marke@ng that appeals to young adult demographic. Ø While more men than women responded the survey, lesbians and bisexual women indicated that they are far more likely to be out to friends, family and colleagues and far less likely to indicate they were completely closeted. Both the male and female markets represent significant opportunity. Effec@vely speaking to both men and women will be important for companies outreaching to China’s LGBT community. Ø 53% of respondents indicate that corporaons that support LGBT poli@cal causes and laws have the biggest impact on influencing their purchasing decisions. Because of the absence of legal protec@on for LGBTs both in life and at workplace, LGBT-related policies are a big concern for LGBT people in China. When marke@ng to LGBTs, companies should show support to policy related causes and communicate that support through LGBT organizaons, events and especially mainstream media when possible. This corporate-led approach has been very successful in the USA, where changes in corporate policy have led to social, poli@cal and economic advances for LGBTs, far in advance of government acknowledgement or recogni@on. Ø While LGBTs in China work in a wide variety of industries, the most popular industries are marke@ng, financial services, technology, manufacturing, and educaon. Workplace equality is of high interest to LGBTs in China. Implemen@ng internal employment non-discriminaon policies will help companies aract the best of LGBT talent; these employees oqen become advocates for their employers, which ul@mately increases sales. 6 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary Ø 80% of respondents indicate that pressure from their families is their biggest concern, especially for young students (85%). Family plays a very important role for Chinese LGBTs. Companies that convey a message about family support for LGBTs can create an especially important emo@onal bond to LGBT consumers. Ø Young LGBTs in China are mobile-obsessed: 71% of all par@cipant--and 76% of students between 18 and 21-- purchased smartphones in the past 12 months. 91% of respondents used a mobile device to shop online in the past year. Because most Chinese LGBTs are communicang via mobile devices, companies reaching out to them should be sure that the mobile experience is welcoming to LGBTs. This may include adding same- sex couple imagery in mobile-op@mized websites and apps, as well as making sure that the terminology is more gender-neutral (e.g. not referring to "he and she" when referring to couples). Ø Instant messaging and social media have become the largest personal communicaon tools for Chinese LGBTs. 95% and 81% of respondents rate Wechat and Weibo as the top social media plaorms they use, making these two the leaders among non-LGBT specific social media sites. Students between 18 and 21 have more interac@on with Weibo while par@cipants of 25 and above are more likely to interact with Wechat. Companies should increase social media marke@ng when reaching out to young Chinese LGBTs, and make sure that content is LGBT inclusive and suppor@ve. Ø QR codes, deal sites and social media reviews draw the most weekly ad interac@ons. The research points to a gender gap in preferred media. Gay and bisexual men engage more with LGBT apps (45%) and LGBT websites/blogs (44%) while lesbian and bisexual women interact with more network/cable TV (42%) and online streaming video (42%). 7 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary Ø The research supports that companies adver@sing on LGBT mobile apps and LGBT websites/blogs will provide a large number of impressions to the LGBT community living in China. Ø Lesbian and bisexual women travel more than gay and bisexual men both domes@cally and internaonally. 68% of lesbian and bisexual women and 53% of gay and bisexual men took at least one domes@c leisure trip or vacaon in the past 12 months. Top 5 domes@c des@naons for Chinese LGBTs are Beijing, Shanghai, Hangzhou, Chengdu, and Xiamen. For decades, travel has been a huge part of the internaonal LGBT economy, and this appears to be parallel in China. Travel and hospitality companies should lead the way in LGBT business and commerce with specific communicaons and travel products. Ø 49% of lesbians and bisexual women and 34% of gay and bisexual men surveyed indicated that they have a current passport, and this number goes up to 54% for LGBTs age 25 and above. In the past year, 30% of lesbian and bisexual women and 18% of gay and bisexual men took at least one leisure trip or vacaon in a foreign country or Hong Kong, Macau, and Taiwan. Other popular Asian des@naons included Thailand, South Korea, Japan, and Malaysia. Visits to the United States and European coun@es were also fairly popular among LGBTs living in China. Marketers should partner with the tourism offices and companies represen@ng LGBT-friendly des@naons to cooperavely promote their products to Chinese LGBT consumers. Ø LGBTs travel with a variety of straight and LGBT friends, partners and family. While budget and mid-range hotels topped the list of leisure accommodaons, those traveling with other LGBTs internaonally indicated more bou@que and luxury hotel bookings. Because the LGBT community spans the spectrum of income, a variety of lodging op@ons should be promoted to reach all segments and levels of traveler. 8 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary Ø 18% of Chinese LGBTs indicated that they have traveled to par@cipate in an LGBT community event in the past 12 months. Those who travel with same sex partners or LGBT friends internaonally are more likely to aend LGBT events.
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