1st China LGBT Community Survey® In partnership with LGBT Community Survey is a trademark of Community Marke8ng, Inc. En8re contents ? Community Mar5e8ng, Inc. Use or distriAu8on Ay permission only. 1st Annual China LGBT Community Survey® Overview Report 2014 ABOUT US OVER 20 YEARS OF LGBT INSIGHTS › Community MarkeSng B Insights ECMI) has been conducSng ,-.T consumer research for over 20 years. Our pracSce includes online surveys, telephone interviews, intercepts, focus groups EonQsite and onlineF, and advisory boards in 1orth America and Europe. Industry leaders around the world depend on C;0Rs research and analysis as a basis for feasibility evaluaons, posiSoning, economic impact, creave tesSng, informed forecasSng, measurable markeSng planning and assessment of return on investment. › Sey Tndings have been published in the 1ew (ork Times, Uashington Post, Chicago Tribune, ,os Angeles Times, Uall Street Wournal, Forbes, USA Today, Miami Herald, C.S 1ews, 1PR, Associated Press and many other internaonal, naonal and regional media. › C;0Rs 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: PrudenSal, Uells Fargo .ank, Aetna, Target .rands, SunTrust .ank, Wohnson B Wohnson, U1.A, OraSure, Credit Suisse, Hologic, Esurance, Merz Radiesse, Absolut Vodka, 1(C B Co., Visit Philadelphia, ,as Vegas CVA, 2:a Hotels Corp., Tourism Toronto, Tourism O\ce of Spain, Hawaiian Airlines, United States Census .ureau, American Cancer Society, Saiser Family Foundaon and numerous other corporaons and organizaons across 1orth America and around the world. 2 1st Annual China LGBT Community Survey® Overview Report 2014 Shanghai ,-.T Professionals, as a nonQproTt network for gay and lesbian employees and plaorm for dialogue and cooperaon with companies across China on ,-.T inclusion, is honored to have brought together an unprecedented coaliSon of 20 Chinese ,-.T groups, media, and organizaons to conduct this survey. As organizer of the 1st China Pink Market Conference, in partnership with Community MarkeSng B Insights, Dan Lan a .lued, and the ,, 0bm proud each of our 20 diverse partners contributed at least 100 survey responses. (our leadership has made history. Sincerely, Steven Paul .8elinski Founder, Shanghai ,-.T Professionals 3 1st Annual China LGBT Community Survey® Overview Report 2014 Every year, Community Marke7ng 9 Insights produces custom LGBT research projects for brands likeD 4 1st Annual China LGBT Community Survey® Overview Report 2014 RESEARCH DESIGN OVER 20 (EARS OF ,-.T 01S0-2/S Who Did We Target? What Was the Methodology? › ,-.Ts 1f and above residing in China. 1d minute online survey conducted in › This comprehensive online survey on LGBT FebruaryQMarch 201c consumers was mobile opSmized made › Respondents were recruited from C;0Rs 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 Tve e100 prizes in recogniSon of their and social media of our 20 partners. Sme to parScipate in the study. › Partners include: Dan LanEBlued, the L – › Importantly, our sample reiects the › lesAian social app, PILAG China, At compleSon 1,fgd ,-.Ts meeSng the LesTalk, readershipamembership of this broad range of Chengdu selecSon criteria completed the survey. Tongle Health Counseling .er0ice ,-.T focused media outlets, organizaons and Center, .hanghai Nvai, Chinese GayM.traight events. This means that the results › Alliance, Tontou,ist any of note demographicsElarge h from , GJUnion, .unshine Michu, summarized here are highly representave of MarylandF .hanghai PRIDE, Togayther, BeiPing Gender consumers who are interacSng with the ,-.T Health Educa8on Ins8tute, community. ZHITRNG, S)1erLaLa Times, RUTER, Common Language, Chongqing TongXin Workgroup, and YouGov. 5 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary Those who are more kou9l and involved in China’s emerging ,-.T community tend to be young adults. Companies outreaching to China’s ,-.T community should use imagery, language and media in their markeSng that appeals to young adult demographic. Uhile more men than women responded the survey, lesbians and bisemual 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. .oth the male and female markets represent signiTcant opportunity. EnecSvely speaking to both men and women will be important for companies outreaching to China’s ,-.T community. d3h of respondents indicate that corporaons that support ,-.T poliScal causes and laws have the biggest impact on iniuencing their purchasing decisions. .ecause of the absence of legal protecSon for ,-.Ts both in life and at workplace, ,-.TQrelated policies are a big concern for ,-.T people in China. Uhen markeSng to ,-.Ts, companies should show support to policy related causes and communicate that support through ,-.T organizaons, events and especially mainstream media when possible. This corporateQled approach has been very successful in the USA, where changes in corporate policy have led to social, poliScal and economic advances for ,-.Ts, far in advance of government acknowledgement or recogniSon. Uhile ,-.Ts in China work in a wide variety of industries, the most popular industries are markeSng, Tnancial services, technology, manufacturing, and educaon. Uorkplace eouality is of high interest to ,-.Ts in China. ImplemenSng internal employment nonQdiscriminaon policies will help companies aract the best of ,-.T talen9p these employees oCen become advocates for their employers, which ulSmately increases sales. 6 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary f0h of respondents indicate that pressure from their families is their biggest concern, especially for young students EfdhF. Family plays a very important role for Chinese ,-.Ts. Companies that convey a message about family support for ,-.Ts can create an especially important emoSonal bond to ,-.T consumers. (oung ,-.Ts in China are mobileQobsessed: g1h of all parScipant‐Qand g6h of students between 1f and 21QQ purchased smartphones in the past 12 months. r1h of respondents used a mobile device to shop online in the past year. .ecause most Chinese ,-.Ts are communicang via mobile devices, companies reaching out to them should be sure that the mobile emperience is welcoming to ,-.Ts. This may include adding sameQ sem couple imagery in mobileQopSmized websites and apps, as well as making sure that the terminology is more genderQneutral Ee.g. not referring to she and shes when referring to couplesF. Instant messaging and social media have become the largest personal communicaon tools for Chinese ,-.Ts. rdh and f1h of respondents rate Uechat and Weibo as the top social media plaorms they use, making these two the leaders among nonQ,-.T speciTc social media sites. Students between 1f and 21 have more interacSon with Weibo while parScipants of 2d and above are more likely to interact with Uechat. Companies should increase social media markeSng when reaching out to young Chinese ,-.Ts, and make sure that content is ,-.T inclusive and supporSve. tR codes, deal sites and social media reviews draw the most weekly ad interacSons. The research points to a gender gap in preferred media. -ay and bisemual men engage more with ,-.T apps EcdhF and ,-.T websitesablogs EcchF while lesbian and bisemual women interact with more networkacable TV Ec2hF and online streaming video Ec2hF. 7 1st Annual China LGBT Community Survey® Overview Report 2014 Execuve Summary The research supports that companies adverSsing on ,-.T mobile apps and ,-.T websitesablogs will provide a large number of impressions to the ,-.T community living in China. ,esbian and bisemual women travel more than gay and bisemual men both domesScally and internaonally. 6fh of lesbian and bisemual women and d3h of gay and bisemual men took at least one domesSc leisure trip or vacaon in the past 12 months. Top d domesSc desSnaons for Chinese ,-.Ts are .eiuing, Shanghai, Hangzhou, Chengdu, and v8amen. For decades, travel has been a huge part of the internaonal ,-.T economy, and this appears to be parallel in China. Travel and hospitality companies should lead the way in ,-.T business and commerce with speciTc communicaons and travel products. crh of lesbians and bisemual women and 3ch of gay and bisemual men surveyed indicated that they have a current passport, and this number goes up to dch for ,-.Ts age 2d and above. In the past year, 30h of lesbian and bisemual women and 1fh of gay and bisemual men took at least one leisure trip or vacaon in a foreign country or Hong Song, Macau, and Taiwan. Other popular Asian desSnaons included Thailand, South Sorea, Wapan, and Malaysia. Visits to the United States and European counSes were also fairly popular among ,-.Ts living in China. Marketers should partner with the tourism o\ces and companies represenSng ,-.TQfriendly desSnaons to cooperavely promote their products to Chinese ,-.T consumers. ,-.Ts travel with a variety of straight and ,-.T friends, partners and family. Uhile budget and midQrange hotels topped the list of leisure accommodaons, those traveling with other ,-.Ts internaonally indicated more bouSoue and lumury hotel bookings. .ecause the ,-.T community spans the spectrum of income, a variety of lodging opSons should be promoted