Reports on the Attitudes and Consumer Behavior of 34,000 Participants Worldwide
For more information
David Paisley, Senior Research Director, Community Marketing, Inc.
For Immediate Release
September 4, 2014
San Francisco, CA
Community Marketing & Insights (CMI) has released its 2014 LGBT Community Survey report. The full report is available at no charge by making a request on this form. You will immediately receive a pdf download link.
34,415 respondents from the lesbian, gay, bisexual and transgender (LGBT) communities in 123 countries participated in the 8th annual survey. 170+ LGBT media, events and organizations worldwide partnered with CMI in this year’s study, helping to gain wide representation from across the community.
The media consumption, purchasing patterns, and motivations of a 25 year old single gay man living in New York City are completely different than those of a lesbian couple in their 60’s living in Sedona, Arizona. By attracting large numbers of respondents, CMI is able to look at the many segments within LGBT. Study insights provide companies and organizations with an understanding of how the LGBT community sometimes responds as one voice, or when demographic differences such as gender, age, and geographic residence are far more important.
A sample of 2014 key findings of LGBTs living in the United States:
- Economic Confidence: 45% of LGBT participants living in the United States indicated they are positive about their current economic situation, 25% indicated negative economic answers, and 30% were more neutral. However, older LGBTs are far more confident about their economic situation than younger LGBTs.
- Political/Social Concerns: When asked about social concerns, LGBT discrimination (98% of LGBTs) and affordable healthcare (95%) rose to the top of the list of concerns.
- Corporate LGBT Outreach and Motivation to Purchase: Pro-LGBT policies have encouraged the LGBT community to purchase many brands. The write-in exercise was unprompted and required respondent recall of the brands that have “done the best job of outreaching to the LGBT community in the past year.” Topping the list for 2014 are Starbucks, Target and Nabisco products. However, the overall list of brands purchased was extensive and yielded some differences among gay men and lesbians.
- Negative Brand Recognition: Once again, Chick-fil-A has the most negative reputation within the LGBT community, by far. 70% of LGBTs indicated this company as a brand they are boycotting because of its anti-LGBT reputation.
- Multicultural Corporate Outreach: African American, Latino and Asian American LGBTs report similarly: Each community feels more positively towards companies that outreach to their specific communities, but all of these segments feel that corporate America does not do a good job in their outreach to LGBT communities of color.
- Weekly Alcohol Consumption: Again in 2014, spirits (especially vodka) outperformed beer and wine consumption among gay men. For the first time, spirits was also the top-performing category among lesbians. LGBT millennials’ favorite wine variety is Pinot Gris, while LGBT baby boomers prefer Pinot Noir. Transgender community alcohol consumption rates were much lower than those of gay men or lesbians.
- Home Remodeling: Gay men are only slightly more likely than lesbians to pursue a major home remodel project.
- LGBT Relationship Terminology: Marriage Equality has risen to the most favorable term when speaking about LGBT relationships, of note there is still significant reluctance among LGBT baby boomers to use the terms husband and wife. Partners and spouses are still their preferred terms within relationships. However,millennials are much more likely to respond positively to the terms husband and wife.
- LGBT Sports Interest: Lesbians are somewhat more likely than gay men to describe themselves as interested in sports or to describe themselves as athletic. The WNBA earns the highest ratings on being seen as supportive of the LGBT community (driven by lesbian/bi women). Of note, the NFL had an 8% positive gain since 2013.
- LGBT Baby Boom: More and more same-sex couples are having children. The concentration is especially high among lesbians age 30-44, with 27% of lesbians reporting a child under 18 in the home.
- Pet Companionship: Lesbians (76%) are more likely to care for pets than gay men (62%). This is especially true for cats: 46% of lesbians vs. 28% of gay men care for a cat.
- Media Consumption Changes: Engagement with LGBT media is generally stable, with digital media experiencing significant growth and print media staying the same in readership. Millennials are voracious media consumers, and they are significantly increasing their media consumption in all categories.
- Personal Communication: Smart phones, email, Facebook and texting are nearly universal in the LGBT community. Landlines have now fallen below 50% ownership among all LGBTs, and only 17% among LGBT millennials.
The full report is available at no charge by making a request on this form. You will immediately receive a pdf download link.
The Community Marketing & Insights team has been conducting LGBT consumer research for over 20 years. Our methodologies include online surveys, focus groups, IDIs, MROCs, and advisory boards across the USA and globally. Industry leaders around the world depend on CMI’s LGBT research and analysis as a basis for feasibility evaluations, positioning, economic impact, ad creative and brand testing, informed forecasting, measurable marketing planning and assessment of return on investment.
CMI’s clients span a wide spectrum of industries. Custom CMI studies have been produced for Wells Fargo Bank, Aetna Insurance, Gilead Pharmaceuticals, Target Brands, Johnson & Johnson, E&J Gallo Wineries, Prudential Financial, Hyatt Hotels, MetLife, Esurance, Absolut Vodka, American Cancer Society, Greater Fort Lauderdale CVB, Japan National Tourism Organization, The U.S. Census and numerous other corporations and organizations 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, Advertising Week, Shanghai Daily, CBS News, NPR, Associated Press and many other international, national and regional media.