LGBT Community Survey® U.S. Overview Report 7th Annual Edi@on August 2013 En#re contents © Community Marke#ng, Inc. CMI’s 7th Annual LGBT Community Survey Thanks to our 2013 Sponsor …and our outstanding research partners En#re contents © Community Marke#ng, Inc. Use or distribu#on 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 poli#cal landscape is evolving rapidly. Developing a clear understanding of this dynamic and influen#al demographic has never been more important for your brand. U#lizing innova#ve quan#ta#ve and qualita#ve market research methodologies, Community Marke#ng & Insights helps companies and organiza#ons bePer understand and more effecvely reach diverse LGBT communi#es. Among other studies, this year we’ll embark on our first- ever comprehensive LGBT wedding study. CMI has been a pioneer in LGBT marke#ng and insights since 1992, and my team looks forward to being your strategic partners. Thomas Roth, President Community Marke<ng & Insights www.CommunityMarke<ngInc.com 3 2013 LGBT Community Survey® US Overview Report | 7th Edion Who We Are › The Community Marke<ng & Insights team has been conduc<ng LGBT consumer research for 20 years. Our prac<ce 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, posi<oning, economic impact, ad creave and brand tes<ng, informed forecas<ng, measurabLe marke<ng 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, Pruden<al 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, Adver#sing 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 con@nues to be one of the most comprehensive studies available focusing on LGBT consumers. In this presenta@on, 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 similari@es 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-iden<fied 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 interac<ng 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 orGanizaIons) "! A&U, America's AIDS Magazine "! DAVID ATLANTA "! GGBA-Golden Gate Business "! Movement Advancement Project "! Rainbow411.com "! ACCESSLine Newspaper "! DeLta Foundaon of Pi^sburgh Associaon "! MyCastro.com "! RealHealthMag.com "! ADELANTE Magazine "! dot429 "! Grab Magazine "! NAGAAA-North American Gay "! RevoLve paper "! Advocate.com "! EcheLon Magazine "! Greg in HoLLywood Amateur AthLe<c 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 "! Bal<more City Paper "! FamiLy Equality CounciL "! INBA-InLand Northwest Business "! OneGoodLove, Inc "! Tagg Magazine "! Bal<more OUTLoud "! FEMWORKS ALLinace "! Op<ons Newsmagazine "! THE FIGHT Magazine "! Bay Area Reporter/BARtab "! FENUXE Magazine "! Ins<nct 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 "! Fron<ers 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 Coali<on|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 "! Connex<ons Magazine "! Get Out! Magazine "! Metro CoLumbus "! QNotes "! Windy City Media Group "! Curve Magazine "! GLCCB/Gay Life "! Metro WeekLy "! QSaltLake "! Wisconsin Gaze^e "! Daddyhunt "! GLISA - Gay and Lesbian Internaonal "! Mid-South Pride "! Queer.de "! Xtra O^awa "! 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 Marke@ng LGBT is the most popuLar term among both gay men and Lesbians. GLBT con<nues 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 Marke@ng 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 communi<es. 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 Rela@onship 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