CMI Releases 4th Annual LGBT Community Study
Posted: 09/21/2010 - 12:56
CMI`s 4th Annual LGBT Community Survey yields historic 40,000 respondents from over 100 countries; provides marketing and communications insights, while tracking motivations and trends
The Community Marketing, Inc. (CMI) 4th Annual LGBT Community Survey™ was released today with a record 40,000 participants from over 100 countries.
Following are some of the key findings from this year’s survey among United States gay men and lesbians (n=26,000 respondents):
While more than half of respondents check Facebook daily, the difference between young and old was significant. 81% of younger gay men (age 18-29) check Facebook daily, compared with only 37% of older gay men (age 45-59).
Television and mainstream radio are used on a daily basis less by younger gay men than older gay men. 59% of younger gay men use television daily, compared with 79% of older gay men. 37% use mainstream radio daily, compared with 54% of older gay men.
For gay men and lesbians, when asked which major purchases they’d put off due to the economy but intend to make in the upcoming year, one-third of respondents (33%) said they plan to take a major vacation. Furniture and automobiles are next most popular major purchases intended for upcoming year.
When asked to rank the LGBT-friendliness of their employer on a 10-point scale, only half of respondents rated their employer LGBT-friendly. About 13% of men and 14% of women ranked their employer not at all LGBT-friendly, but continue to work for the company.
Young and old in the community are drinking different beverages, especially when they are out of the home. 24% of younger respondents consume energy drinks while out in a typical week; compared with only 7% of older. Consumption of vodka while out also much higher among younger than older; 43% and 24% consume in a typical week, respectively.
There has been much press about gays and lesbians leaving the big city or not seeking big cities as a safe haven as much as before. This study showed that 58% of gay men and 66% of lesbians report living in communities not classified as big cities.
Survey participants were presented with 12 social and political issues concerning Americans, with five more specific to LGBT concerns. Overall, of all issues presented, the gay men and lesbians in the survey ranked non-LGBT specific issues as being more important (with the exception of same-sex marriage).
The survey contains a vast amount of information including:
- Political/Social issues and priorities
- Financial Institutions
- Credit Card Usage
- Beverage Consumption
- Travel Behavior
- Living Environment
- Brand Perceptions
- Media Consumption
- Social Networking Habits
- Sports and Recreation
- Household Composition
- Major Purchases
A copy of the report is available at no charge by using this link.
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About Community Marketing, Inc. [www.communitymarketinginc.com]
Founded in 1992, CMI is the global leader in gay and lesbian market research, strategies and communications. CMI initiated the annual practice of collecting and analyzing data on gay and lesbian consumers in 1994 through online surveys, focus groups, field, telephone and customer satisfaction studies, as well as advisory boards. Business leaders from a variety of industries turn to CMI’s research to better understand LGBT consumers and business decision-makers.
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