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2012 LGBT Community Survey® 2012 LGBT Community Survey® U.S. Overview Report 6th Annual EdiCon July 2012 En#re contents © Community Marke#ng, Inc. CMI’s 6th Annual LGBT Community Survey U.S. Overview Report 6th Annual Edition LGBT is a market segment that simply shouldn’t be ignored. The social and poli/cal landscape is evolving rapidly, and developing a clear, ac/onable understanding of this dynamic and influen/al demographic has never been more important for your brand. U/lizing quan/tave and qualitave market research methodologies, Community Marke/ng helps companies beGer understand and more effec/vely reach the LGBT community. Our consumer panel provides insights through online surveys, focus groups, intercepts and more. CMI has been a leader in LGBT marke/ng and insights since 1992, and my team looks forward to being your strategic partners. Thomas Roth, President Community Marke/ng, Inc. www.CommunityMarke/ngInc.com CMI’s 6th Annual LGBT Community Survey Thanks to our 2012 Sponsors & Partners En/re contents © Community Marke/ng, Inc. Use or distribu/on by permission only. 2012 LGBT Community Survey US Overview Report | 6th Edion In partnership with Rivendell Media, CMI’s 2012 LGBT Community Survey respondents were referred from 150+ global LGBT media partners, events and organizaGons !" 103.9 PROUD FM ! Damron Gay Travel Guides !" GLCCB/Gay Life !" OMG Blog !" Spartacusworld.com ! Adelante Magazine !" David Magazine !" Grab Magazine ! OneGoodLove ! SquareHippies !" Advocate.com !" De Magneet !" Greg in Hollywood !" Our Lives Magazine !" Squirt.org !" Affirmaons !" Delta Foundaon of PiGsburgh ! Grindr !" Out & About Newspaper !" Staten Island LGBT Community !" aerellen.com ! DesiBoys !" GuideMag.com !" Out Front Colorado Center !" aerelton.com !" Downelink.com !" Hello Media !" Out In jersey, Inc. !" Stonewall Columbus/ Columbus ! AMERICABlog !" Echelon Magazine !" Hotspots Magazine !" Out.com Pride !" Aqua Foundaon for Women !" EDGE Media Network !" Hunk du jour ! OutServe !" Sweet !" B Magazine (edgeatlanta, !" Ins/nct Magazine ! OutSmart Magazine !" TAG / TAG Approved !" Bal/more OUTloud edgelosangeles,etc.) !" Internaonal Federaon of ! Outwords, Inc. Accommodaons ! BARtab !" Equally Wed Black Prides, Inc. !" Pink Banana Media !" Telluride Gay Ski Week !" Bay Area Reporter !" Erie Gay News ! InterPride !" Pink Pages !" The New Civil Rights Movement !" Bay Times !" Fab Magazine !" ION Arizona Magazine !" PiGsburgh's Out / !" TLA Entertainment !" Bay Windows !" fabmagazine.com !" just Circuit Magazine outonline.com !" Tom on Tour !" BBCM Foundaon !" FENUXE Magazine !" just Out Newspaper !" Pride Card, The ! Towleroad ! Bey-Clarke Media Group ! FlawLes Media !" kenneth in the 212 !" Pride Source Media Group !" Travel Gay Canada !" Bisexual Resource Center !" Fron/ers Magazine !" LA PRIDE/Christopher St. West !" PurpleDrag.com !" Triangle Black Pride !" Bleu Magazine !" GA Voice !" Lesbian Mom Today !" Q-Notes (Pride Publishing !" Unicorn Booty ! Boyculture !" Gay Ad Network !" Lesbian News (LN) & Typeseng) !" Utopia-Asia.com !" Brunos.de !" Gay Calgary Magazine !" Lesbian.com ! Queer.de !" Washington Blade !" Camp Magazine !" Gay City News !" LGBT Community Center (NYC) ! Queerid !" Watermark Media, Inc. ! CenterLink: The Community !" GAY to Z Directory !" LGBT Weekly ! Queerty, Inc. !" Windy City Times of LGBT Centers !" Gay.com !" Logotv.com !" Rage Monthly, The !" Wisconsin GazeGe !" Central Voice Newspaper !" Gay.net ! Männer !" Rainbow Times, The !" Women's eNews !" ChicagoPride.com ! Gayborhood !" Metro Weekly !" Rainbow.travel ! Xtra! OGawa !" Clubsanook.com ! GayCi/es ! Metrosource Magazine !" San Diego Gay & Lesbian News ! Xtra! Toronto !" Community Marke/ng, Inc. !" Gaynewsnetwork.com.au !" New Mexico GLBTQ Centers !" San Diego PIX Magazine ! Xtra! Vancouver !" Compete Magazine ! Gaypedia !" NewNowNext.com !" SheWired.com !" xtra.ca !" CUE MAGAZINE INC !" Gayromeo.com !" Next Door Magazine !" SoCal Social Club !" Curve Magazine ! GayWhistler !" NEXT Magazine !" Social House Media Group !" Dallas Voice !" Gayyellow.com ! noiZe Magazine !" Spartacus Traveler 4 2012 LGBT Community Survey US Overview Report | 6th Edion Special thanks to some of our most producGve community partners… •" Grindr •" Curve •" Towleroad and AskTell Media •" Logo, [email protected], [email protected] •" Here Media (OUT, Advocate, gay.com, gay.net, shewired) •" TLA Entertainment •" Ins#nct •" Queerty •" GayCies •" Squirt •" Damron •" Bisexual Resource Center •" Chicago Pride •" Los Angeles Pride •" Unicorn Booty •" Queer.de •" Xtra! Canada •" GayNewsNetwork.com.au 5 2012 LGBT Community Survey US Overview Report | 6th Edion About •" The Community Marke/ng, Inc. (CMI) LGBT Market Research + Development Lab® has been conduc/ng LGBT consumer research since 1994. 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. •" CMI’s research findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, Businessweek, USA Today, Chicago Tribune, 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: Wells Fargo Bank, Target Brands, ABSOLUT Vodka, MetLife, United States Census Bureau, Travelocity, American Cancer Society, Gallo Wineries, kaiser Family Foundaon, Hya Hotels, japan Naonal Tourism Organizaon and numerous other corporaons and organizaons across North America and around the world. 6 2012 LGBT Community Survey US Overview Report | 6th Edion Our 6th Annual LGBT Community Survey conCnues to be one of the most comprehensive studies available focusing on LGBT consumers Who Did We Talk To? How Did We Talk To Them? •" Over 45,000 total respondents living in 148 countries. •" 15 minute online survey conducted in The survey was available in English and German (with May - june 2012 addi/onal languages to be added in 2013). •" Our mobile-op/mized survey was made available •" This report focuses on U.S. data for over 11,000 self- through an email invitaon to CMI’s research iden/fied gay men and about 2,000 lesbian women panelists, as well via the publicaons, websites, email lists, instant messaging, mobile pop-ups, social media •" Respondents were recruited from CMI’s proprietary and community events of this year’s 150+ partners. research panel and 200+ LGBT media outlets, events and partner organizaons •" Importantly, our sample reflects the readership/ membership/involvement of this broad range of LGBT •" Comparisons to CMI’s 2011 LGBT Community Survey focused media outlets, organizaons and events. This data are made where applicable means that the results summarized here are highly representave of LGBT consumers who are interacng •" CMI also fielded a condensed survey to a naonally with LGBT community media and events; i.e. the representave sample of US consumers in june 2012; audience reached by “LGBT marke/ng.” comparisons are displayed where applicable to provide addi/onal context to the LGBT results 7 2012 LGBT Community Survey US Overview Report | 6th Edion In This Overview… Key Topics ! " Technology & Lifestyle ! " Brand Attitudes & Purchase Behaviors ! " LGBT Marketing & Messaging ! " Media Usage & Interaction With Advertising ! " Politics & Fundraising 8 1 How are gay men and lesbians interacCng with technology? Technology & LGBT Lifestyle 2012 LGBT Community Survey US Overview Report | 6th Edion Technology Ownership •" Gay men and lesbians are avid tech users and are more likely to own a variety of devices – especially iPhones and iPads – compared to their straight counterparts. Which of the following do you own? Total LGBT Index vs. Nat’l Average Gay Men Digital camera 112 Lesbians iPhone 174 Android smartphone 134 iPad 161 E-reader (Nook, kindle, Sony, etc.) 106 Digital camcorder (Flip, HD, etc.) 75 iPod Touch 106 Blackberry smartphone 67 Other WiFi / HotSpot enabled device 130 Android tablet 57 Windows smartphone 85 Base: Gay Men n=10,963; Lesbians n=1,976 10 2012 LGBT Community Survey US Overview Report | 6th Edion Technology & Lifestyle •" LGBT’s – especially gay men – are more likely to say they rely on technology to help manage their hec/c lifestyles •" And, gay men (especially 18-29’s) are early adopters of new tech products within their networks Atudes About Technology & Lifestyle Index vs. Nat’l Index vs. Nat’l Gay Men Avg., Men Lesbians Avg., Women I carry my cell phone or PDA 79% 184 79% 132 everywhere I go Technology helps make my life 59% 144 58% 109 more organized It is important to juggle various 152 122 tasks at the same /me 50% 47% I am so busy, o[en I can’t finish 193 131 everything I need to in a day 33% 35% I'm among first of my friends to try new technology products 27% 133 18% 73 Especially true for younger gay men, age 18-29 Base: Gay Men n=10,963; Lesbians n=1,976 11 2 What they are buying and what influences them? Brand Attitudes & Purchase Behaviors 2012 LGBT Community Survey US Overview Report | 6th Edion Brand Atudes •" LGBTs are mo/vated more by trust and quality over brand names, and they’re willing to pay more for it. •" And for brands that
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