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/ta/ve!and!qualita/ve!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!Edi/on ! 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!! ! Affirma/ons! ! Delta!Founda/on!of!!PiGsburgh!! Grindr! ! Out!&!About!Newspaper! ! Staten!Island!LGBT!Community! ! a[erellen.com! ! DesiBoys! ! GuideMag.com! ! Out!Front!Colorado! Center!! ! a[erelton.com! ! Downelink.com! ! Hello!Media! ! Out!In!jersey,!Inc.! ! Stonewall!Columbus/!Columbus! ! AMERICABlog! ! Echelon!Magazine! ! Hotspots!Magazine! ! Out.com! Pride!! ! Aqua!Founda/on!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.)! ! Interna/onal!Federa/on!of! ! Outwords,!Inc.! Accommoda/ons!! ! 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!Founda/on! ! 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)! &!Typesepng)! ! 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$$$$$|!!!!!6th!Edi/on ! Special#thanks#to#some#of#our#most#producGve#community#partners…# # • Grindr& • Curve& • Towleroad&and&AskTell&Media& • Logo,&[email protected],&[email protected]& • Here&Media&(OUT,&Advocate,&gay.com,&gay.net,&shewired)& • TLA&Entertainment& • Ins#nct& • Queerty& • GayCi#es& • Squirt& • Damron& • Bisexual&Resource&Center& • Chicago&Pride& • Los&Angeles&Pride& • Unicorn&Booty& • Queer.de& • Xtra!&Canada& • GayNewsNetwork.com.au& 5! 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! About$ • The!Community!Marke/ng,!Inc.!(CMI)!LGBT!Market!Research!+!Development!Lab®!has!been!conduc/ng! LGBT!consumer!research!since!1994.!Our!prac/ce!includes!online!surveys,!telephone!interviews,! intercepts,!focus!groups!(on]site!and!online),!and!advisory!boards!in!North!America!and!Europe.! Industry!leaders!around!the!world!depend!on!CMI’s!research!and!analysis!as!a!basis!for!feasibility! evalua/ons,!posi/oning,!economic!impact,!crea/ve!tes/ng,!informed!forecas/ng,!measurable! marke/ng!planning!and!assessment!of!return!on!investment.!! • CMI’s!research!findings!have!been!published!in!the&New&York&Times,&Washington&Post,&Chicago&Tribune,& Los&Angeles&Times,&Wall&Street&Journal,&Forbes,&Businessweek,&USA&Today,&Chicago&Tribune,&Miami& Herald,!CBS!News,!NPR,!Associated!Press!and!many!other!interna/onal,!na/onal!and!regional!media.!!! • CMI’s!research!clients!include!leaders!from!a!wide!range!of!industries.!In!the!past!few!years,!studies! have!been!produced!for!these!and!many!other!clients:!Wells!Fargo!Bank,!Target!Brands,!ABSOLUT! Vodka,!MetLife,!United!States!Census!Bureau,!Travelocity,!American!Cancer!Society,!Gallo!Wineries,!! kaiser!Family!Founda/on,!HyaG!Hotels,!japan!Na/onal!Tourism!Organiza/on!and!numerous!other! corpora/ons!and!organiza/ons!!across!North!America!and!around!the!world.! 6! 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! Our$6th$Annual$LGBT$Community$Survey$conCnues$to$be$one$of$the$ most$comprehensive$studies$available$focusing$on$LGBT$consumers$ Who Did We Talk To? How Did We Talk To Them? • Over$45,000!total!respondents!living!in!148!countries.! • 15!minute!online!survey!conducted!in!!!!!!!!!!!!!!!!!!!!!!!!!! The!survey!was!available!in!English!and!German!(with! May!]!june!2012! addi/onal!languages!to!be!added!in!2013).! • Our!mobile]op/mized!survey!was!made!available! • This!report!focuses!on!U.S.!data!for!over!11,000!self] through!an!email!invita/on!to!CMI’s!research! iden/fied!gay!men!and!about!2,000!lesbian!women! panelists,!as!well!via!the!publica/ons,!websites,!email! lists,!instant!messaging,!mobile!pop]ups,!social!media! • Respondents!were!recruited!from!CMI’s!proprietary! and!community!events!!of!this!year’s!150+!partners.! research!panel!and!200+!LGBT!media!outlets,!events! and!partner!organiza/ons! • Importantly,!our!sample!reflects!the!readership/ membership/involvement!of!this!broad!range!of!LGBT! • Comparisons!to!CMI’s!2011!LGBT!Community!Survey! focused!media!outlets,!organiza/ons!and!events.!This! data!are!made!where!applicable! means!that!the!results!summarized!here!are!highly! representa/ve!of!LGBT&consumers&who&are&interac#ng& • CMI!also!fielded!a!condensed!survey!to!a!na/onally! with&LGBT&community&media&and&events;&i.e.!the! representa/ve!sample!of!US!consumers!in!june!2012;! audience!reached!by!“LGBT!marke/ng.”! comparisons!are!displayed!where!applicable!to! provide!addi/onal!context!to!the!LGBT!results!! 7! 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! In$This$Overview…$ Key!Topics$ ! Technology & Lifestyle ! Brand Attitudes & Purchase Behaviors ! LGBT Marketing & Messaging ! Media Usage & Interaction With Advertising ! Politics & Fundraising 8! 1$ How$are$gay$men$and$lesbians$ interacCng$with$technology?$ Technology & LGBT Lifestyle 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! Smartphone$Ownership$ • Ownership!among!gay!consumers!has!accelerated!at!a!faster!rate!compared!to!the! na/onal!average!and!is!now!nearly!ubiquitous,!especially!for!gay!men!! • Na/onally,!smartphone!ownership!has!now!caught!up!to!levels!seen!among!gay!men! and!lesbians!a!year!ago!–!around!two!thirds!now!own!some!type!of!smartphone! 2011$ 2012$ !change Gay!Men! 68% 91% +23 Lesbians! 60% 82% +22 !! ! ! ! Nat’l!Average! ! Men! 49% 63% +14 Women! 43% 60% +17 Base:&Gay&Men&n=10,963;&Lesbians&n=1,976;&U.S.&Gen&Pop&Males&n=150;&Females&n=150& 10! 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! Technology$Ownership$ • Gay!men!and!lesbians!are!avid!tech!users!and!are!more!likely!to!own!a!variety!of! devices!–!especially!iPhones!and!iPads!–!compared!to!their!straight!counterparts.! Which$of$the$following$do$you$own?$ Total!LGBT!Index! vs.!Nat’l!Average! Gay!Men! Digital!camera! 112 Lesbians! iPhone! 174 Android!smartphone! 134 iPad! 161 E]reader!(Nook,!kindle,!Sony,!etc.)! 106 Digital!camcorder!(Flip,!HD,!etc.)! 75 iPod!Touch! 106 Blackberry!smartphone! 67 Other!WiFi!/!HotSpot!enabled!device! 130$ Android!tablet! 57 Windows!smartphone! 85 Base:&Gay&Men&n=10,963;&Lesbians&n=1,976& 11! 2012!LGBT!Community!Survey! US$Overview$Report$$$$$|!!!!!6th!Edi/on ! Technology$&$Lifestyle$ • LGBT’s!–!especially!gay!men!–!are!more!likely!to!say!they!rely!on!technology!to!help!manage! their!hec/c!lifestyles!