LGBT Market Research Diversity within the LGBT Community LGBT Community Survey® U.S. Overview Report 7th Annual EdiDon En#re contents © Community Marke#ng, Inc. • San Francisco-based, LGBT Owned/Operated company founded in 1992 serves clients throughout the USA, Canada, Europe, Australia and Japan • 20+ years of LGBT consumer research, strategic consulKng, markeKng planning, communicaons, and execuKve training • Dedicated research panel of 70,000+ LGBT consumers • Online surveys, focus groups, virtual focus groups, telephone surveys, intercepts, MROCs, IDIs and other methodologies • The CMI team produces the Annual LGBT MarkeKng Conference in New York City, and speaks at numerous conferences throughout the year. • Community MarkeKng, Inc. is an NGLCC CerKfied LGBT Owned Business Enterprise LGBT Market Research | NYC April 24, 2014 Research, development, communica#ons and marke#ng strategies. Proudly serving industry leaders since 1992 CMI’s Research Clients Include… 3 LGBT Market Research | NYC April 24, 2014 CMI’s Annual LGBT Community Survey conDnues to be one of the most comprehensive studies available focusing on LGBT consumers. In this presentaon, 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 similariDes 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 representaon focuses on U.S. data for › Our survey was made available through an over 10,000 self-idenKfied gay and bisexual email invitaon to survey panelists, as well as men, over 4,000 lesbian and bisexual women on the websites, email lists, social media and and over 400 transgender community publicaons of our 180+ partners. members. In addiKon we report on Canada data for over 1,300 LGBT community › Our sample reflects the readership/ members, over 400 of which completed the membership of this broad range of LGBT survey in French media outlets, organizaons and events. This means that the results summarized here are › Respondents were recruited from CMI’s highly representave of consumers who are proprietary research panel and 180+ LGBT interacKng with the LGBT community. media outlets and partner organizaons. 4 WHAT WE’LL TALK ABOUT TODAY DEMOGRAPHICS WHAT INFLUENCES THEM HOW DO YOU REACH THEM DEMOGRAPHICS 1 Composion of LGBT Households How Many and How Much? • 4-5% • $790 B LGBT Market Research | NYC April 24, 2014 Why include LGBT in your mulAcultural iniAaAves? • Brand Loyalists and Influencers Brands are a “badge” and talked about. A lot. • That $790 Billion in Spending Power (1/3 the Hispanic population but almost as much $!) • Easy Communications Underserved, easily and inexpensively targeted • Responders React positively to LGBT Advertising: ¾ will buy a product from a company advertising appropriately to them. • Over Indexers On key Personal and Health Care Products: Skin care, Oral Care, Sleep medication, Hair care, Allergy Sufferers, Natural Products, Pain medication. Data provided by our friends at Johnson & Johnson 8 LGBT Households: ComposiDon (courtesy of PrudenDal Financial) LGBT Family Life includes children, pets, parents and roommates. Only 22% live alone. 9 Base: n=1,401 total sample WHAT INFLUENCES 2 THEM Brand Atudes & Purchase Behaviors Brand Atudes • LGBTs are moKvated more by trust and quality over brand names, and they’re willing to pay more for it. • And for brands that get it right, LGBTs are much more likely to become advocates and share with their friends. Atudes About Brands & Shopping Index vs. Nat’l Index vs. Nat’l Gay Men Avg., Men Lesbians Avg., Women If a company or brand impresses 132 me, I will make a point of telling 64% 139 65% friends about it I'll pay more for a product made by 154 129 a company I trust 62% 58% Price is more important to me than 107 75 brand names 32% 30% It is generally worth paying extra 26% 126 18% 98 for top-of-line or cung edge Brand name is the best indicaon 15% 8% of quality 57 49 I am influenced by what's hot and 15% 7% what's not 135 51 Base: Gay Men n=10,963; Lesbians n=1,976 11 Brand Atudes • LGBTs are moKvated more by trust and quality over brand names, and they’re willing to pay more for it. • And for brands that get it right, LGBTs are much more likely to become advocates and share with their friends. Atudes About Brands & Shopping Index vs. Nat’l Index vs. Nat’l Gay Men Avg., Men Lesbians Avg., Women If a company or brand impresses 132 me, I will make a point of telling 64% 139 65% friends about it I'll pay more for a product made by 154 129 a company I trust 62% 58% Price is more important to me than 107 75 brand names 32% 30% It is generally worth paying extra 26% 126 18% 98 for top-of-line or cung edge Brand name is the best indicaon 15% 8% of quality 57 49 I am influenced by what's hot and 15% 7% what's not 135 51 Base: Gay Men n=10,963; Lesbians n=1,976 12 Brand Atudes • Brand loyalty is a known feature of LGBT consumers; but among LGBT parents, price trumps brand. Atudes About Brands & Shopping LGBT Parents All LGBTs Without Children If a company or brand impresses me, I will make a point of telling 67% 62% friends about it I'll pay more for a product made by 61% a company I trust 59% Price is more important to me than 32% brand names 37% It is generally worth paying extra 20% 24% for top-of-line or cung edge Brand name is the best indicaon 7% 13% of quality I am influenced by what's hot and 8% 13% what's not Base: LGBT Parents n=730; All LGBTs Without Children n=18,375 13 Brand Atudes • Brand loyalty is a known feature of LGBT consumers; but among LGBT parents, price trumps brand. Atudes About Brands & Shopping LGBT Parents All LGBTs Without Children If a company or brand impresses me, I will make a point of telling 67% 62% friends about it I'll pay more for a product made by 61% a company I trust 59% Price is more important to me than 32% brand names 37% It is generally worth paying extra 20% 24% for top-of-line or cung edge Brand name is the best indicaon 7% 13% of quality I am influenced by what's hot and 8% 13% what's not Base: LGBT Parents n=730; All LGBTs Without Children n=18,375 14 HOW DO YOU REACH THEM MOST 3 EFFECTIVELY? • Media Usage; InteracDon With AdverDsing, Charies • Best PracDces LGBT Market Research | NYC April 24, 2014 InteracDon with AdverDsing • Engagement with Facebook (both business pages and ads) conKnues to be very strong among LGBTs, aer overtaking tradiKonal banner ads last year. In the past week, have you... ? Gay Men Gay Men Gay Men Lesbians Lesbians Lesbians 18-29 30-44 45-59 18-29 30-44 45-59 Clicked on a website banner ad 35% 32% 35% 33% 22% 24% Clicked on a Facebook ad 31% 32% 31% 30% 30% 30% Scanned a "tag" with smartphone 21% 20% 10% 10% 11% 7% Clicked on a mobile app ad 19% 16% 11% 8% 9% 7% Forwarded an ad to a friend 12% 14% 13% 11% 12% 11% Base: Gay Men 18-29 n=1,562, 30-44 n=2,993, 45-59 n=3,779; Lesbians 18-29 n=588, 30-44 n=1,113, 45-59 n=1,185 16 LGBT Market Research | NYC April 24, 2014 Media ConsumpDon Gay men are consistently more likely to use a variety of media compared to lesbians, especially LGBT mobile apps. However, lesbians are more likely than gay men to read LGBT email newslelers. In the past week, have you read, viewed, or listened to…? GAY MEN LESBIANS LGBT websites / blogs 67% 58% Network / cable TV 65% 57% Mainstream websites / blogs 57% 46% Mainstream general newspapers 55% 46% LGBT pubs for my city or region 50% 42% Mainstream magazines 43% 34% LGBT email newslelers 41% 45% Mainstream radio 41% 39% LGBT naonal magazine(s) 38% 30% Streaming video on computer 38% 30% Alternave newspapers 29% 26% LGBT mobile apps 25% 6% Mainstream email newslelers 24% 21% LGBT-dedicated TV shows 23% 16% Satellite radio 23% 17% Podcasts 14% 13% LGBT radio 11% 8% Base: Gay Men 10,262; Lesbians n=3195 17 LGBT Market Research | NYC April 24, 2014 Media ConsumpDon Comparing bisexual and transgender media consumpKon to that of gay men and lesbians on the previous slides, disKncKons become apparent. For example, transgender community members are more likely to interact with LGBT websites/blogs. In the past week, have you read, viewed, or listened to…? Bisexual Men Bisexual Women Transgender LGBT websites / blogs 58% 67% 70% Network / cable TV 54% 48% 45% Mainstream websites / blogs 51% 62% 55% Mainstream general newspapers 46% 36% 42% LGBT pubs for my city or region 39% 30% 48% Mainstream magazines 33% 27% 24% LGBT email newslelers 36% 32% 52% Mainstream radio 41% 37% 36% LGBT naonal magazine(s) 26% 18% 23% Streaming video on computer 40% 48% 44% Alternave newspapers 31% 23% 32% LGBT mobile apps 17% 3% 8% Mainstream email newslelers 23% 19% 20% LGBT-dedicated TV shows 15% 13% 17% Satellite radio 16% 12% 14% Podcasts 16% 15% 13% LGBT radio 9% 5% 10% Base: Bi Men n=587; Bi Women n=932; Transgender n=422 18 Smartphone Ownership • Ownership among gay consumers has accelerated at a faster rate compared to the naonal average and is now nearly ubiquitous, especially for gay men • Smartphone ownership among gay men and lesbians is double the naonal average.