11/4/13
“LGBT” is the most widely preferred term to describe lesbian, gay, bisexual, and transgendered adults among members of the lesbian, gay, bisexual, and transgender community, according to Community Marketing & Insights. The most popular terms for describing LGBT couples are “spouse” (73% rate it positively), “partner” (67%), and “same-sex couple” (63%) [Note: The survey was conducted just prior to the U.S. Supreme Court’s decision supporting marriage equality.] Six in 10 married LGBT couples (60%) prefer the terms “husband” or “wife” to describe their partners, however. More than half (58%) strongly dislike the term “queer couple.”
Gay men, lesbian women, and bisexual men and women are strong supporters of the performing arts; more than six in 10 have purchased tickets to at least one performance in the past year. Purchasing habits vary somewhat by gender; men are more likely than women to purchase vacations, while women are more likely than men to buy smartphones and spa treatments.
Gay or bisexual men are more likely than lesbian or bisexual women to click on banner ads on websites or check into businesses on social media sites such as Foursquare to get deals/discounts. Lesbian or bisexual women are more likely than men to purchase daily deals from sites such as Groupon.
TV is still the preferred medium among LGBT consumers when watching movies, TV shows, news, and sports. One in five lesbian or bisexual women (21%) and 15% of gay or bisexual men have purchased an e-reader in the past year or plan to purchase one. Kindle is the most popular brand.
SOURCE: “LGBT Community Survey, U.S. Overview Report, 7th Annual Edition, August 2013, Community Marketing Insights, David Paisley, Senior Research Director, 584 Castro St., #834, San Francisco, CA 94114; 415-437-3800, x102; david@communitymarketinginc.com; www.communitymarketinginc.com. Price: Available online at no charge.
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