lgbt%community%survey®% u.s.%overview%report% 7 …...6...

En#re contents © Community Marke#ng, Inc.

LGBT Community Survey®

U.S. Overview Report

7th Annual Edi@on

August 2013

En#re contents © Community Marke#ng, Inc. Use or distribu#on by permission only.

Thanks to our 2013 Sponsor

CMI’s 7th Annual LGBT Community Survey

…and our outstanding research partners

3

2013 LGBT Community Survey® US Overview Report | 7th Edi<on

Now more than ever, the LGBT market segment simply shouldn’t be ignored. With the end of DOMA and the expansion of marriage equality, America’s social and poli#cal landscape is evolving rapidly. Developing a clear understanding of this dynamic and influen#al demographic has never been more important for your brand. U#lizing innova#ve quan#ta#ve and qualita#ve market research methodologies, Community Marke#ng & Insights helps companies and organiza#ons bePer understand and more effec#vely reach diverse LGBT communi#es. Among other studies, this year we’ll embark on our first-‐ever comprehensive LGBT wedding study. CMI has been a pioneer in LGBT marke#ng and insights since 1992, and my team looks forward to being your strategic partners.

Thomas Roth, President Community Marke<ng & Insights www.CommunityMarke<ngInc.com

4


Who We Are

›  The Community Marke<ng & Insights team has been conduc<ng LGBT consumer research for 20 years. Our prac<ce includes online surveys, IDIs, MROCs, focus groups (on-‐site and virtual), and advisory boards in North America, Europe, La<n America, Australia and Asia. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evalua<ons, posi<oning, economic impact, ad crea<ve and brand tes<ng, informed forecas<ng, measurable marke<ng planning and assessment of return on investment.

›  CMI’s clients span a wide range of industries. Custom CMI studies have been produced for Wells Fargo Bank, SunTrust Bank, ABSOLUT Vodka, E&J Gallo Wineries, Pruden<al Financial, MetLife, WNBA, Esurance, Target Brands, Digitas, Travelocity, American Cancer Society, Kaiser Family Founda<on, Hya^ Hotels, Greater Fort Lauderdale CVB, Canadian Tourism Commission, Stockholm Tourism Board, Japan Na<onal Tourism Organiza<on, The U.S. Census and numerous other corpora<ons and organiza<ons 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, Adver#sing Week, CBS News, NPR, Associated Press and many other interna<onal, na<onal and regional media.

5


CMI’s Annual LGBT Community Survey con@nues to be one of the most comprehensive studies available focusing on LGBT consumers. In this presenta@on, we report the results in a number of different ways, slicing the L G B and T in different ways depending on the ques@on. The possibili@es are endless, as CMI’s large sample enables us to deeply understand the similari@es and differences within the LGBT community.

Who Did We Talk To? How Did We Talk To Them?

›  Over 30,000 total respondents across more than 100 countries.

›  This report focuses on U.S. data for over 10,000 self-‐iden<fied gay and bisexual men, over 4,000 lesbian and bisexual women and over 400 transgender community members.

›  Respondents were recruited from CMI’s proprietary research panel and 180+ LGBT media outlets and partner organiza<ons.

›  15 minute online survey conducted in May -‐ June 2013.

›  Our survey was made available through an email invita<on to survey panelists, as well as on the websites, email lists, social media and publica<ons of our 180+ partners.

›  Our sample reflects the readership/membership of this broad range of LGBT media outlets, organiza<ons and events. This means that the results summarized here are highly representa<ve of consumers who are interac<ng with the LGBT community.

6


In partnership with Rivendell Media, CMI’s 2013 LGBT Community Survey respondents were referred from 180+ LGBT research partners (media, events and organizaIons)

"  A&U, America's AIDS Magazine "  ACCESSline Newspaper "  ADELANTE Magazine "  Advocate.com "  Affirma<ons "  AIDSmeds.com "  Ambush Mag "  AmericaBLOG "  American Society of Travel Agents "  Aqua Founda<on for Women "  Aktude Magazine "  AzerCrea<ve.com "  B Magazine "  Bal<more City Paper "  Bal<more OUTloud "  Bay Area Reporter/BARtab "  Bay Times "  Bay Windows "  Bear World Magazine "  Between The Lines "  BiNet USA "  Bisexual Resource Center "  bleu Magazine "  Bombay Dost "  BoyCulture "  Camp Magazine "  CenterLink "  ChicagoPride.com "  Circle of Voices Inc. "  City of Newark LGBTQ Concerns

Advisory Commission "  Columbia FunMaps "  Compete Magazine "  Connex<ons Magazine "  Curve Magazine "  Daddyhunt "  Dallas Voice "  Damron

"  DAVID ATLANTA "  Delta Founda<on of Pi^sburgh "  dot429 "  Echelon Magazine "  ECHO Magazine "  EDGE Media Network "  EGLSF-‐European Gay & Lesbian

Sports Founda<on "  Equality Forum "  Equality Michigan "  Equally Wed "  Erie Gay News "  Fab Magazine "  Family Equality Council "  FEMWORKS "  FENUXE Magazine "  FLAME Magazine "  FlawLes Media "  Frameline "  Fron<ers Media "  Fugues "  G Philly "  GA Voice "  Gay Girl Da<ng Coach "  Gay Hockey Interna<onal "  Gay San Diego "  Gay Yellow Pages, Inc. "  Gay.com "  Gay.net "  Gayborhood "  GayCalgary Magazine "  GayCi<es "  GayWhistler.com "  Get Out! Magazine "  GLCCB/Gay Life "  GLISA -‐ Gay and Lesbian Interna<onal

Sport Associa<on "  Gloss Magazine

"  GGBA-‐Golden Gate Business Associa<on

"  Grab Magazine "  Greg in Hollywood "  GSBA-‐Greater Sea^le Business

Associa<on "  GuideMag.com "  HepMag.com "  Here Media "  Heretv.com "  HIVPlusMag.com "  Hotspots Media Group "  ImageOut "  INBA-‐Inland Northwest Business

Allinace "  Ins<nct Magazine "  InterPride Inc "  ITB Berlin "  JoeMyGod "  Kenneth in the 212 "  L Style G Style "  Las Vegas Magazine "  Las Vegas Sun "  Las Vegas Weekly "  Lesbian News "  Lesbian.com "  Liberty Press "  Logo TV "  Long Island GLBT Services Network /

Living Out "  LOTL "  M2M6 Media "  Mark's List Media, LLC "  Metro Columbus "  Metro Weekly "  Mid-‐South Pride "  MISTER "  Montrose Star

"  Movement Advancement Project "  MyCastro.com "  NAGAAA-‐North American Gay

Amateur Athle<c Alliance "  Navigaytour "  New Civil Rights Movement "  Next Magazine "  NLGJA-‐Na<onal Lesbian & Gay

Journalists Associa<on "  NYC COMMUNITY MEDIA "  Odyssey Magazine "  OmgBlog "  ONE Community Media, LLC "  OneGoodLove, Inc "  Op<ons Newsmagazine "  Our Lives Magazine "  Out & About Newspaper "  Out Front "  Out In Jersey Magazine "  OUT ONLINE "  Out Post "  Out Professionals "  Out.com "  Outlook Media, Inc "  OutrageDC.com "  Outsmart Magazine "  Ou^raveler.com "  Philadelphia Gay News "  Pink Banana Media "  PinkNews "  POZ -‐ POZ.com "  PQ Monthly "  Q Magazine "  QNotes "  QSaltLake "  Queer.de "  Queerty "  QVegas

"  Rainbow411.com "  RealHealthMag.com "  Revolve paper "  San Diego LGBT Weekly "  SaneMag.com "  SheWired.com "  Smart + Strong "  South Florida Gay News "  SquareHippies "  Squirt "  StandUp Magazine "  Sweet "  SWERV Magazine "  Tagg Magazine "  THE FIGHT Magazine "  The G&LR "  The Gayly "  The Humsafar Trust "  The Mirror Magazine "  The Montrose Center "  The Pride Guides "  The Rage Monthly Magazine "  The Rainbow Times "  The Sea^le Lesbian "  TLAgay "  TomOnTour "  Towleroad | AskTell Media Group "  TuSaludMag.com "  Unity Coali<on|Coalicion Unida "  Utopia-‐Asia.com "  Vegas INC "  Washington Blade "  Watermark Media "  Windy City Media Group "  Wisconsin Gaze^e "  Xtra O^awa "  Xtra Toronto "  Xtra Vancouver "  Xtra.ca

Messaging & Terminology 1

8


Response to LGBT Terms in Corporate Marke@ng LGBT is the most popular term among both gay men and lesbians. GLBT con<nues to loose favor over <me, even among gay men. Queer tests quite poorly, but the inclusive LGBTQ is gaining popularity, especially among women.

How do you feel about each term when you see it used by a corpora@on? (% Favorable)

Base: Gay Men n=10,233; Lesbians n=3,223

77%

77%

66%

60%

59%

56%

52%

45%

41%

28%

16%

10%

87%

71%

69%

72%

51%

66%

54%

64%

49%

38%

23%

18%

LGBT

Gay & Lesbian

Gay-‐friendly

Lesbian & Gay

GLBT

Rainbow (image)

Gay-‐welcoming

LGBTQ

Everyone-‐welcoming

"Rainbow" (word)

Queer

LGBTQQIA

GAY MEN LESBIANS

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LGBT

Gay & Lesbian

Gay-‐friendly

Lesbian & Gay

GLBT

Rainbow (image)

Gay-‐welcoming

LGBTQ

Everyone-‐welcoming

"Rainbow" (word)

Queer

LGBTQQIA

Response to LGBT Terms in Corporate Marke@ng Not surprisingly, bisexual men and women and transgender community members do not respond favorably to just “gay and lesbian.” LGBT and LGBTQ are the preferred terms in the bisexual and transgender communi<es.

How do you feel about each term when you see it used by a corpora@on? (% Favorable)

Base: Bi Men n=604; Bi Women n=951; Transgender n=423

70%

52%

57%

43%

56%

53%

46%

51%

54%

31%

23%

22%

78%

39%

45%

38%

46%

55%

33%

75%

54%

28%

35%

36%

76%

33%

39%

33%

48%

59%

31%

72%

56%

36%

38%

42%

Bisexual Men Bisexual Women Transgender

10


LGBT Rela@onship Terminology ‘Spouse,’ ‘Partners’ and ‘Same-‐sex Couples’ are the preferred terms to describe LGBT rela<onships among the LGBT community overall; ‘queer couple’ is strongly disliked. Note that this was polled just prior to the US Supreme Court decision in favor of marriage equality.

When you see the following terms to describe rela@onships in our community in the media or adver@sing, how do you react to the terminology?

Base: Total LGBT n=15,275

Positive Neutral Negative

Spouse 73% 24% 3%

Partners 67% 28% 5%

Same-sex couple 63% 30% 7%

Same-sex partners 56% 34% 10%

Life partners 55% 33% 12%

Domestic partners 54% 37% 9%

Husband / Wife 51% 35% 14%

LGBT couple 48% 39% 13%

Significant others 48% 40% 12%

LGBT partners 41% 43% 16%

Same-gender couple 37% 46% 18%

Queer couple 15% 27% 58%

Among Total LGBT (no differences across groups)

However, for those who are married, 60% prefer husband/wife, with 12% feeling nega@ve about the words.

Purchasing Habits and Brand Involvement 2

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Tickets for performing arts

Vaca<on of 5 nights or more Smartphone

Salon services/spa treatments Furniture

High Defini<on TV Tablet computer

Laptop computer

Purchased/ leased a new automobile

Major kitchen appliance

Past Year Purchases In the past year, nearly two-‐thirds of gay/bisexual men and lesbian/bisexual women purchased <ckets for performing arts events. Men were more likely to purchase a major vaca<on while women were more likely to purchase smartphones and salon and spa services.

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096

Top Purchases, Past Year

62%

43%

38%

32% 31%

24% 22%

19% 18% 16%

64%

34%

42% 44%

28%

21% 21% 19% 18%

13%

Gay / Bi Men Lesbian / Bi Women

13


Planned Purchase Trends

49%

45%

26%

26%

24%

17%

16%

16%

14%

14%

8%

7%

6%

5%

5%

5%

3%

46%

36%

22%

22%

30%

16%

13%

11%

12%

11%

5%

8%

7%

5%

4%

6%

2%

Tickets for performing arts

Vaca#on of 5 nights or more

Furniture

Smartphone

Salon services/spa treatments

Laptop computer

Tablet computer

High Defini#on TV

Purchased/leased a new automobile

Major kitchen appliance

Desktop computer

Primary Residence

Video game console

In-‐home espresso machine

Cosme#c enhancement

E-‐reader

Vaca#on Home

There were few differences for transgender parIcipants with purchases and planned purchases except for one category; travel. Only 20% of transgender parIcipants purchased a vacaIon of 5 nights or more and only 22% planned to purchase a major vacaIon in the next year.

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096

Gay / Bi Men Lesbian / Bi Women

Within the overall LGBT community, planned purchases for the next year are less than actual purchases from the past year. Typically ques<ons about planned purchases gauge confidence in the economy. This result indicates a sozening in economic confidence in the next year. In contrast, Canadian LGBTs demonstrate greater economic confidence than those living in the United States. (See Canadian Report on CommunityMarke#ngInc.com.)

Which of the following do you plan to purchase in the next 12 months?

14


Weekly Alcohol Consump@on: By Percentage of Respondents

Percentage of par@cipants who consumed one or more of the following beverages in the past seven days

Gay Men 18-‐29

Gay Men 30-‐44

Gay Men 45-‐59

Lesbians 18-‐29

Lesbians 30-‐44

Lesbians 45-‐59

Beer 52% 46% 38% 45% 44% 37%

Wine 46% 45% 41% 30% 34% 33%

Sparkling Wine/ Champagne 18% 18% 12% 11% 11% 10%

Spirits/ Cocktails 59% 61% 48% 43% 42% 35%

Base: Gay Men 18-‐29 n=1,084, 30-‐44 n=2,746, 45-‐59 n=4,375; Lesbians 18-‐29 n=496, 30-‐44 n=985, 45-‐59 n=1,233

Younger gay men are most likely to consume at least one alcohol drink per week.

15


Alcohol Consump@on: Number of Drinks Among All Respondents

Gay Men 18-‐29

Gay Men 30-‐44

Gay Men 45-‐59

Lesbians 18-‐29

Lesbians 30-‐44

Lesbians 45-‐59

Beer 4.2 3.9 2.8 3.7 3.4 1.7

Wine 2.8 3.2 2.8 1.4 1.5 1.8

Sparkling Wine/ Champagne .7 .7 .5 .4 .3 .3

Spirits/ Cocktails 5.3 5.3 3.7 2.5 2.2 1.7


Average # of drinks consumed in the past seven days (Among all study parIcipants, regardless if they consumed beverage or not)

Gay men are more likely to consume spirits, while lesbians are more likely to drink beer.

16


Alcohol Consump@on: Number of Drinks by Alcohol Consumers

Gay Men 18-‐29

Gay Men 30-‐44

Gay Men 45-‐59

Lesbians 18-‐29

Lesbians 30-‐44

Lesbians 45-‐59

Beer 5.0 4.6 3.4 4.4 4.0 2.3

Wine 3.4 3.9 3.4 1.6 1.8 2.2

Sparkling Wine/ Champagne .8 .8 .6 .5 .4 .3

Spirits/ Cocktails 6.4 6.4 4.5 3.0 2.6 2.0


Average # of drinks consumed in the past seven days (Among study parIcipants who consumed at least one of the parIcular beverage)

Lesbians who consume alcohol beverages are nearly equal to gay men in number of beers consumed. For other beverages, gay men consump<on of drinks per week exceeds that of lesbians.

17

2013 LGBT Community Survey US Overview Report | 7th Edi<on

Transgender Alcohol Consump@on Transgender community members consume fewer alcohol beverages than gay men and lesbians.

Transgender Alcohol Consump@on Past 7 Days

Had at least one drink in last seven days

Average # of drinks

Beer 33% 2.1

Wine 26% 1.2

Sparkling Wine/ Champagne 9% .4

Spirits/ Cocktails 32% 2.2

Base: Transgender n=425

18


Brands Supported For Pro-‐LGBT Policies Starbucks, JCPenney and Target con<nue to garner strong support in the community; gay and bisexual men are also showing support for brands including Apple, Amazon and Absolut.

Which companies or brands have you made a conscious decision to purchase from because of their pro-‐LGBT policies or prac@ces?

Past Year (OPEN-‐END VERBATIM WRITE-‐IN RESPONSES)

Among Gay / Bi Men

Base: 2013 total answering Gay/Bi Men n=3665; Lesbians/Bi Women n=1335

18%

14%

14%

13%

9%

8%

6%

5%

5%

4%

4%

3%

Starbucks

JCPenney

Target

Apple

Amazon

Absolut

Macy's

Home Depot

American Airlines

Costco

Budweiser

Wells Fargo

26%

21%

20%

9%

6%

5%

4%

4%

3%

3%

3%

2%

JCPenney

Target

Starbucks

Amazon

Apple

Home Depot

Nabisco/Oreo

Nike

American Airlines

Absolut

Macy's

Subaru

Among Lesbians / Bi Women

19


Brands Boycoded For An@-‐LGBT Policies When asked to write from memory a brand they are currently boycokng, 75% indicated Chick-‐fil-‐A. Exxon-‐Mobile has nega<ve results similar to 2012. Although Walmart is in 3rd place, their nega<ves have significantly dropped since 2012 (decreasing nearly 50%).

76%

20%

15%

Base: Total answering Gay/Bi Men n=6,050; Lesbians/Bi Women n=2,150

Which companies or brands have you boycoded because of their an@-‐LGBT policies or prac@ces?

Past Year (OPEN-‐END VERBATIM WRITE-‐IN RESPONSES)

Chick-‐fil-‐A

Exxon-‐Mobil

Walmart

73%

9%

16%

Among Gay / Bi Men Among Lesbians / Bi Women

Charitable Involvement and Civic Engagement in the LGBT Community 3

Fundraising

Boy

cott

Word of M

outh

Vote

Giving

Volunteer

Share

21


Involvement in Chari@es & Non-‐Profits Nearly half of all gay/bi men and lesbian/bi women contribute to a charity or non-‐profit at least annually, while those in the transgender community are more likely than L, G or B to volunteer for one or more non-‐profits.

Base: Gay/Bi Men n=10,741; Lesbians/Bi Women n=4,033; Transgender n=418

49%

42%

27% 25%

15% 11% 10%

47% 46%

22% 22%

15% 14%

8%

33%

54%

24% 21%

30%

17%

7%

I make cash dona<ons to one or more

chari<es / non-‐profits annually

I volunteer for one or more non-‐profits

I purchased <cket(s) to an LGBT fundraiser

gala

I make cash dona<ons to one or more

chari<es / non-‐profits monthly

I use the services of one or more non-‐

profits

I am employed by a non-‐profit

I included asset dona<on in my will or

trust

Transgender

Which of the following apply to you personally?

Gay / Bi Men Lesbians / Bi Women

22


Involvement of Non-‐LGBT Friends & Family in LGBT Issues General awareness and poli<cal support of LGBT issues is par<cularly strong among non-‐LGBT close friends (two-‐thirds or higher). Non-‐LGBT family members are about half as likely (or less) to be viewed as showing support for a wide range of LGBT issues.

How involved are your close friends and family in LGBT rights, poli@cs, adver@sing, etc.? In general, would you say that your non-‐LGBT close friends and family...

71%

66%

55%

51%

42%

32%

29%

28%

24%

19%

40%

36%

33%

22%

19%

12%

11%

9%

7%

5%

Close non-‐LGBT friends

Non-‐LGBT family members

Are aware of LGBT current events, rights issues, and social and poli#cal challenges

Vote to support LGBT or LGBT-‐suppor#ve candidates and ini#a#ves

Vote to oppose an#-‐LGBT candidates and ini#a#ves

Take ac#on, like signing a pe##on or wri#ng government representa#ves, to support LGBT causes

Inten#onally avoid or boycoP companies that are an#-‐LGBT

Inten#onally make purchases from LGBT-‐friendly companies

Make dona#ons to LGBT causes

APend LGBT non-‐profit galas or other events

Read LGBT media (publica#ons, websites, etc.)

Belong to LGBT organiza#on(s)



Media Habits and Consumption 4

24


Interac@on with Adver@sing Engagement with Facebook (both business pages and ads) con<nues to be very strong among LGBTs, azer overtaking tradi<onal banner ads last year.

In the past week, have you... ?


40%

34%

31%

28%

18%

17%

14%

13%

12%

27%

42%

27%

18%

22%

16%

13%

11%

17%

11%

31%

38%

27%

17%

18%

13%

6%

9%

7%

8%

40%

"Liked" a business on Facebook

Clicked on a Facebook ad

Clicked on a website banner ad

"Checked-‐in" at a business to get deals / discounts

Forwarded an adver<sement to a friend

Clicked on a mobile app ad

Scanned a QR "tag" with your smartphone

Purchased a deal from Groupon, Living Social, etc.

Shared or retweeted a commercial ad or announcement

None of the above

Gay / Bi Men

Lesbian / Bi Women

Transgender

25


Media Consump@on 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 newsleêrs.

In the past week, have you read, viewed, or listened to…?

Base: Gay Men 10,262; Lesbians n=3195

67%

65%

57%

55%

50%

43%

41%

41%

38%

38%

29%

25%

24%

23%

23%

14%

11%

58%

57%

46%

46%

42%

34%

45%

39%

30%

30%

26%

6%

21%

16%

17%

13%

8%

LGBT websites / blogs

Network / cable TV

Mainstream websites / blogs

Mainstream general newspapers

LGBT pubs for my city or region

Mainstream magazines

LGBT email newsleêrs

Mainstream radio

LGBT na<onal magazine(s)

Streaming video on computer

Alterna<ve newspapers

LGBT mobile apps

Mainstream email newsleêrs

LGBT-‐dedicated TV shows

Satellite radio

Podcasts

LGBT radio

GAY MEN LESBIANS

26


LGBT websites / blogs

Network / cable TV

Mainstream websites / blogs

Mainstream general newspapers

LGBT pubs for my city or region

Mainstream magazines

LGBT email newsle^ers

Mainstream radio

LGBT na<onal magazine(s)

Streaming video on computer

Alterna<ve newspapers

LGBT mobile apps

Mainstream email newsle^ers

LGBT-‐dedicated TV shows

Satellite radio

Podcasts

LGBT radio

Media Consump@on Comparing bisexual and transgender media consump<on to that of gay men and lesbians on the previous slides, dis<nc<ons 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…?

58%

54%

51%

46%

39%

33%

36%

41%

26%

40%

31%

17%

23%

15%

16%

16%

9%

67%

48%

62%

36%

30%

27%

32%

37%

18%

48%

23%

3%

19%

13%

12%

15%

5%

70%

45%

55%

42%

48%

24%

52%

36%

23%

44%

32%

8%

20%

17%

14%

13%

10%

Bisexual Men Bisexual Women Transgender

Base: Bi Men n=587; Bi Women n=932; Transgender n=422

27


Media Consump@on Changes

Involvement with LGBT media is generally stable, except for an up<ck this year in visita<on to websites and blogs across all LGBT.

Has your interac@on with LGBT media (newspapers, websites, etc.) changed over the past 12 months?


6%

8%

15%

13%

14%

61%

74%

68%

74%

75%

34%

18%

17%

13%

12%

Visi<ng LGBT websites / blogs

Reading LGBT email newsle^ers

Using LGBT mobile apps

Reading LGBT newspapers

Reading LGBT na<onal magazines


DECREASE STAY THE SAME INCREASE

28


Award Show Viewership •  Among award shows polled, viewership among LGBTs is highest for the Academy Awards by far.

Which of the following have you watched in the past 12 months?


60%

35%

32%

14%

13%

3%

35%

50%

28%

33%

15%

15%

3%

40%

32%

18%

21%

10%

11%

3%

61%

Academy Awards (Oscars)

Golden Globes

Grammy Awards

MTV Video Music Awards

County Music Awards or Academy of Country Music Awards

La<n Grammy Awards

None of the above

Gay / Bi Men

Lesbian / Bi Women

Transgender

29


Content Viewership By Device Type Except for sports viewership, which is rela<vely lower across all devices among LGBTs, TV remains the most common method for consuming media. Usage of mobile devices to watch programming is s<ll quite low.

In the past 7 days, on which devices have you watched the following? (Please select all that apply)


Base: All LGBT = 15,583

30


E-‐Reader Preferences Among LGBTs who bought an e-‐reader in the last year or plan to buy one, the Kindle is the top choice by far, mostly mo<vated by func<onality; although word-‐of-‐mouth is cri<cal as well.

Purchased or Planned to Purchase an E-‐Reader

15%

21%

What brand did you buy / plan to buy?

66%

67%

16%

19%

Func<onality

Referral (family / friend) User reviews

45% 36% 32%

47% 39% 33%

Base: Total Purchased / Plan to Purchase, Gay Men n=1,670; Lesbians n=851

Why did you buy / plan to buy that brand?

LGBT Acceptance in Sports 5All sports fans, gay or straight, appreciate a great game and a terrific athlete. Inclusivity and diversity on a field of play or in the stands -‐ regardless of race, religion, sexual orienta<on or other iden<fying factors -‐ benefits every sport, every athlete and every league.

-‐  Brian Ki^s, Co-‐Founder You Can Play Project

32


Sports Viewership & Adendance Lesbians are more likely than gay men to watch professional sports. However, rates of aênding games are similar. The WNBA excels with lesbian viewership and aêndance.

Which sports leagues’ games have you watched or adended? Past 12 Months

40%

28%

20%

18%

13%

3%

7%

18%

4%

5%

3%

1%

NFL

MLB

NBA

NHL

MLS

WNBA

56%

38%

31%

20%

14%

34%

10%

22%

5%

5%

3%

12%

NFL

MLB

NBA

NHL

MLS

WNBA

Gay Men Lesbians

Base: Gay men n=9,945; Lesbians n=2,872

Watched

Aênded

Watched

Aênded

NFL

MLB

NBA

NHL

MLS

WNBA

NFL

MLB

NBA

NHL

MLS

WNBA

33


Percep@ons of LGBT Support by Sport/League The WBNA earns the highest ra<ngs on being seen as suppor<ve of the LGBT community (driven by lesbian/bi women). Soccer is the only other sport with over 20% “suppor<ve” ra<ng.

How suppor@ve are these leagues to the LGBT community?


14%

28%

36%

41%

45%

40%

40%

50%

47%

42%

40%

47%

47%

23%

18%

17%

15%

14%

WNBA

MLS

NBA

NHL

NFL

MLB

NOT SUPPORTIVE NEUTRAL SUPPORTIVE 60% of lesbians

consider the WNBA

suppor#ve

Among Total LGBT (no major differences across groups)

Slightly higher % suppor#ve among gay

men

NFL

MLB

NBA

NHL

MLS

WNBA

34


Importance of Factors in Sports’ League LGBT Support

Which of the following do you feel are most important regarding professional sports' leagues or teams support of the LGBT community?

(select up to 3)

68%

46%

42%

39%

26%

18%

14%

14%

10%

69%

52%

32%

39%

32%

19%

13%

15%

9%

Publicly support out sports figures

Increasing awareness of discrimina<on against LGBT athletes

Player support of LGBT causes

Team or league support of LGBT causes

LGBT inclusive adver<sing in the mainstream media

Create an "It gets be^er" video

Outreach through LGBT media

LGBT nights at games

Sponsor LGBT sports teams

Gay Men

Lesbians

Base: Gay men n=9,945; Lesbians n=2,872

Publicly suppor<ng ‘out’ sports figures and helping to drive increased awareness of LGBT athlete discrimina<on are seen as two of the most important methods for leagues to demonstrate support of the LGBT community. Interes<ngly, support for LGBT athletes and player support for LGBT causes trumps more tradi<onal LGBT media outreach.

35


Which of the following do you feel are most important regarding professional sports' leagues or teams support of the LGBT community?

Respondent Quotes

Importance of Factors in Sports’ League LGBT Support

“Ac#ve engagement in poli#cal processes that support LGBTQ rights beyond speaking out about inclusion by players and coaches. Crea#ng safe spaces for the queer community aPached to athle#cs.”

“Suppor#ve and posi#ve messages on social media by teams and players”

“Provide adequate LGBT sensi#ve security in and near events.”

“LGBTs on kiss cam”

“Put rules in place to protect athletes, coaches and trainers from discrimina#on, bullying, physical/mental abuse. Have s#ff fines/penal#es/sanc#ons if violated”

36


Find out more…

"   Occupa@on

"   Media Consump@on

"   Living Environment

"   Terminology

"   Social Circle

"   Brand ‘LGBT friendliness’

"   Travel Behavior

"   Mo@va@ons

"   Networking Habits

"   Sports and Recrea@on

"   Custom Surveys, Focus Groups, Advisory Boards and other research methodologies

Community Marke@ng & Insights has over 20 years of experience in the LGBT market research and communica@ons specialty.

Contact us to learn more about custom research, analysis and repor@ng on the variety of topics explored in our LGBT consumer studies, including:

Community Marke@ng & Insights 584 Castro St. #834 • San Francisco, CA 94114 Tel +1 415/437-‐3800 • Fax +1 415/552-‐5104 info@CommunityMarke<ngInc.com Visit www.communitymarke<nginc.com Community Marke#ng, Inc. is an NGLCC Cer#fied LGBT Owned Business Enterprise.

En<re contents © Community Marke<ng, Inc. Use or distribu<on by permission only.

Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA • +1 415/437-3800 • www.CommunityMarketingInc.com

About Community Marketing & Insights: The facts are plain: As a “niche market segment,” gay men and lesbians have a significant amount of disposable income. Most critically, their dollars go to product and service suppliers that recognize their unique buying motivations and preferences, and offer them differentiated value. Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master the subtleties of this market since 1992. Our unique and specialized services are based on 20+ years of experience and case studies, and include market research (online surveys, focus groups, intercepts, interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic consulting; marketing planning, and marketing plan implementation/management. We produce custom, on-site training sessions, develop conferences, symposia and webinars, and speak at industry events. Whether your organization is just learning about the market, or is updating its strategy, Community Marketing & Insights can accelerate your plans, reduce your risks and deliver measurable results. Because the LGBT community comprises a “slice” of the world’s population, there is no singular “gay market.” You’ll find singles, couples and families in every age and ethnicity. And you’ll find a world of diverse interests. CMI’s proven, powerful portfolio of services helps deliver your targeted markets. Community Marketing & Insights has earned its position as the global leader in LGBT market research and development. Through the company’s tireless efforts, “doors have opened” around the world for gay and lesbian consumers. We have helped grow LGBT market recognition through research, media relations and education; and have brought opportunities to many of the world’s leading marketers. CMI Community Marketing & Insights projects and training include: • ABSOLUT (Pernod Ricard) • American Cancer Society • Blue Cross/Blue Shield • Chicago History Museum • E. & J. Gallo Winery / Barefoot Wines • Esurance (an Allstate Company) • Gilead Pharmaceuticals • Greater Philadelphia Tourism Marketing Corporation • Hyatt Hotels & Resorts • Japan Air Lines • Japan National Tourism Organization • Kaiser Family Foundation (> Than AIDS campaign) • Kimpton Hotels & Restaurants • MetLife • MillerCoors Brewing Company • NYC & Co. • Prudential Financial • Switzerland Tourism • Target Brands • Travelocity • Wyndham Vacation Ownership • U.S. Government: Census Bureau, and HUD (Housing & Urban Development) • Wells Fargo Bank And many others

SAMPLE DEMOGRAPHICS OF USA LGBT PANELISTS

44 MEDIAN AGE

41% LIVE WITH PARTNER

62% COLLEGE GRADUATES

91% IN WORK FORCE ARE EMPLOYED

74% HHI >$50K

6% PURCHASED A HOME IN THE PAST 12 MONTHS 8% PLAN TO PURCHASE A HOME IN THE NEXT 12 MONTHS

37% PURCHASED A SMARTPHONE IN THE PAST 12 MONTHS23% PLAN TO PURCHASE A SMARTPHONE IN THE NEXT 12 MONTHS

40% DRINK WINE WEEKLY46% DRINK BEER WEEKLY 48% DRINK SPIRITS OR COCKTAILS WEEKLY

PAST 12 MO. PURCHASES29% MAJOR VACATION 14% AUTOMOBILE37% SMARTPHONE20% LAPTOP COMPUTER21% HDTV 21% FURNITURE 18% TABLET COMPUTER 26% SPENT $1000 OR MORE ON CLOTHING 32% GYM MEMBERSHIP 29% SPA TREATMENTS 14% LGBT FUNDRAISING EVENT COSTING $100+

78% ARE INFLUENCED BY COMPANIES THAT ADVERTISE IN LGBT MEDIA32% “LIKED” A BUSINESS ON FACEBOOK 25% READ LGBT BLOGS 22% CLICKED ON A FACEBOOK AD14% CLICKED ON A MOBILE APP AD

AND MORE!

CMI’S LGBT CONSUMER RESEARCH PANEL 2012-13

DID YOU KNOW…?Gay men and lesbians own more homes and cars, travel more, spend more on electronics, and have the largest amount of disposable income of any niche market. And it’s a sizeable niche: LGBT consumers make up 5% or more of the U.S. consumer market. Community Marketing will help you connect with this influential demographic.

CMI’S LGBT CONSUMER PANEL: WHAT MAKES IT UNIQUE?

• Accurate, targeted market intelligence Utilizing quantitative and qualitative market research methodologies, Community Marketing helps companies better understand and more effectively reach the LGBT community. Our consumer panel provides insights through online surveys, focus groups, intercepts and more.

• The largest, most representative panelWith over 20 years in business, Community Marketing has developed a research panel of more than 70,000 LGBT consumers. We’ve partnered with media outlets and LGBT-oriented organizations and events throughout the country and around the world to recruit a qualified panel that is geographi-cally representative of the LGBT population.

• Candid responses, honest feedbackAs an LGBT-owned and –operated firm, we’ve established trust with our panelists. We speak their language and know how to communicate effec-tively with them. As a result, our panelists are willing to talk with us frankly and frequently, even about sensitive issues.

• Community Marketing, Inc. Experience & ExpertiseSince 1992, Community Marketing has provided market research, strate-gic consulting and marketing planning services to a wide variety of clients. We’ve provided LGBT consumer intelligence to numerous market leaders like Wells Fargo Bank, Target Brands, Prudential, ABSOLUT Vodka, Travelocity, MillerCoors Brewing Co., Japan National Tourism Organization, E&J Gallo Wineries, OraSure Technologies, Chicago History Museum, Tourism Toronto, MetLife, Hyatt Hotels & Resorts, and many companies, as well as the American Cancer Society, Kaiser Family Foundation and the U.S. Government (Census Bureau and H.U.D.).

We also present public and custom onsite educational seminars and workshops. Last year, Community Marketing produced or presented at LGBT marketing symposia on four continents.

Learn more on our website, www.communitymarketinginc.com

Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA • 415/437-3800

LGBT Market Research:There is a difference!

Market research studies and resulting statistics are meant to help marketers understand the LGBTcommunities, and influence educated decisions about their strategies and tactics. However, not allresearch is the same. Community Marketing & Insights methodologies and experience are distinct fromthose of others when considering approaches, respondent panels—and ultimately—the validity andutility of sought-after results.

WHO ARE YOU TALKING TO?Community Marketing & Insights (CMI) has developed our proprietary consumer panel over the past 20+ years by cir-

culating field surveys at leading LGBT events, and by partnering with LGBT organizations and media across the USA,Canada, the UK, and around the world. These partners distribute our survey invitations via print ads, web banners, emailbroadcasts and social networks to their memberships and/or readers. The resulting panels are highly representative ofLGBT consumers who interact with the LGBT community and media. This is important: If your communications channelsare via the LGBT media, you’ll want to depend on research that represents these consumers’ interests, preferences, sensi-tivities and motivations. CMI research is trusted by—and frequently quoted in—the New York Times, USA Today, the WallStreet Journal, Forbes, Chicago Tribune, Los Angeles Times, Miami Herald, Ad Week, NPR, CBS News, Associated Press, etc.

Other providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust theresearcher enough to indicate that they are gay or lesbian in the context of a survey. This approach, attempting to “represent the gaycommunity at large,” may be appropriate for direction in sociological or academic studies, but not for developing clear, representativeadvertising or marketing related strategies. Other researchers use lists from one or two LGBT publishers, which may skew results. Formarketers desiring valid LGBT consumer insights about products, services, advertising creative and marketing strategies, these paneldevelopment approaches are not likely to yield LGBT community members who are interacting with the media where you are placing ads.

IN RESEARCH, SIZE DOES MATTER.CMI has conducted over a hundred LGBT-dedicated research studies since the early ‘90s, covering a wide variety

of topics, industries and interests. Through our work, we both observe and influence the trends of this market. Size doesmatter in the case of research. Our research panel has grown to over 70,000 qualified LGBT consumers, the largest of itskind, by far. Our 6th Annual LGBT Community Survey® study attracted over 45,000 survey participants, representing 148countries, making it the largest such study in history. We leverage our long history/experience/expertise for your benefit,and fine-tune our portfolio of research panels, methodologies and approaches to best match your market intelligence goals.

Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on thequality and demographic representation of the panel, or “reinvent the wheel” at your expense. One cannot fathom the diversity andcomplexities within LGBT (see below) on a small sample. And with small samples, you loose the opportunity to derive statistically-sig-nificant cross tabs on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumptionthat a 28 year old lesbian in Seattle has the same purchasing motivations and behaviors as a 67 year old gay man in Atlanta?Generalities and sweeping statements about “the gay market” based on comparatively small samples can distort the results of researchfindings, potentially wasting your investment of time and resources.

DIVERSITY: THERE IS NO “LGBT MARKET”Community Marketing & Insights emphasizes that there is no “gay market,” just as there is no singular “Asian mar-

ket.” The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities.Those, plus variations in geographical location, age, income, relationship status, gender identity and more, make it evenmore important to discover which opportunities within LGBTwill help you achieve your goals. Fine tuning your approach-es based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient andcost-effective, and will significantly improve your marketing ROI.

General surveys on “the gay market” are likely to only scratch the surface of the diversity and varieties of opportunities mar-keters can enjoy if properly explored and understood.

continues...

TWO SIDES OF THE COIN: QUANTITATIVE AND QUALITATIVESince 1994, CMI has taken pride in operating the most consistent, longest-running series of LGBT community sur-

veys in the world. But we don’t stop there. Quantitative (data) research is one important side of a coin, but only tells half ofthe story. The other side of a comprehensive research initiative involves qualitative research, most notably derived fromfocus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candi-dates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or his-tory of using the client’s products or services. We maintain sufficient numbers of panelists to conduct groups in most majormetro areas across the USA, Canada, UK, Germany and Australia, as well as many secondary markets. We’ve found thatthe same creative, tested in different regions, often yields substantially differing results. Isn’t it wise to know that—andadjust your plans—before investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that pro-duces and facilitates LGBT focus group studies and other qualitative research options. We have developed and reported onfocus groups covering a wide variety of topics, plus we have operated telephone interviews, field surveys, advisory boardseries and multi-year customer satisfaction survey projects which can round out a comprehensive market intelligence plan.

Producing only online surveys, other research companies are telling half of the story (at best). Without actual consumer inter-action, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts, nor can they adequately advise you on thesensitivities and complexities that are only uncovered in qualitative research... extremely important considerations that averages andextrapolated assumptions based only on survey statistics are likely to miss.

WE DON’T OUTSOURCE!Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research

software. We do all of our research in-house, because nobody knows this market segment as well as we do. We never sellor rep another company’s services, nor will we outsource your project to a 3rd party.

Some firms work as reps of research companies, or outsource clients’ projects, and report on the results of the 3rd party’s work.But without being intimately involved in every aspect of the project, from discussing the client’s goals and designing the study, to build-ing the survey, implementing it and writing the report, and without engaging directly with consumers in focus groups, it is difficultto gain the insights that can only come from CMI’s hands-on LGBT research specialization spanning nearly two decades.

TRUSTEDCommunity Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because we are LGBT-owned

and -operated and well known in the community, we have earned the recognition and trust of our survey panelists. LGBTconsumers recognize that we use research data to build corporate relationships, which ultimately lead to better conditionsfor LGBT employees, social progress, and sensitive communications.

PROUDLY LGBT-OWNED AND -OPERATEDOne of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes

LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing, you notonly gain the benefit of our long-standing leadership in this field, you are working with one of the only LGBT-owned mar-ket research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

COMMUNITY CITIZENSHIPCMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous com-

munity-based organizations. We also participate in the community’s leading business and advocacy organizations, eventsand conferences, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR,International Gay & Lesbian Travel Association, National Lesbian & Gay Journalists Association, etc. This community con-nection is not only the right thing to do, it is essential for initiating appropriate relationships for our clients.

VALUEYou’d think that with this kind of specialization and experience, you’d be investing considerably more for

Community Marketing & Insights services than for research from other companies. But it is due to our specific focus on LGBTmarket intelligence, and the cumulative 60+ years of dedicated LGBT research among the CMI team, that we can actuallykeep your costs low. We are not spending your money to locate qualified survey or focus group participants, nor are wespending our time (or your money) trying to source comparative data or case studies. We’ve done all that over the past 20years for your benefit. And we are not running a large operation that juggles many accounts and projects of differing scopeand focus. CMI’s client dedication and market specialization delivers you superior intelligence at a fraction of the cost ofother firms.

584 Castro St. #834 • San Francisco, CA 94114 USA • Tel 415/437-3800 • Fax 415/552-5104info@CommunityMarket ingInc.com • www.CommunityMarket ingInc.com

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