The results are in from the Community Marketing 5th Annual LGBT Survey which was conducted in July. More than 30,000 consumers participated in the survey which appeared in 150+ LGBT newspapers, magazines and websites. GA Voice was one of those 150 and here are some local highlights. It comes as no surprise that our readers are highly educated, mature, plugged in and have plenty of disposable income.
GENDER: 61% male/39% female
AGE: 21-30: 15% 31-40: 19% 41-50: 35% 50+: 31%
EDUCATION: Bachelor’s Degree: 38% Post graduate degree: 31.5%
NEWS CONSUMPTION IN PAST WEEK: Network/cable TV: 69.7% Mainstream internet: 68% LGBT internet: 65.7% LGBT local publications: 65.2% Mainstream general newspapers: 56.6% LGBT blogs: 45%
HOW DO YOU MOST OFTEN FIND OUT ABOUT A NEWS STORY RELEVANT TO YOU? Mainstream press or website: 68.2% LGBT press or website: 67.7% Friends on Facebook: 66.7%
HOW MUCH DO YOU TEXT PER DAY? 1-9 times: 44.3% 10-19 times: 18.4% 20-29 times: 7%
IN THE PAST WEEK, HAVE YOU? Clicked on a website ad: 41.6% Clicked on a Facebook ad: 34% Forwarded an advertisement to a friend: 16% Scanned a QR code with your smartphone: 15% Clicked on a mobile app ad: 12.2%
Key findings from all sources indicate that LGBT consumers are leading the charge toward the intersection of social networking and brand interaction with higher usage than the general population of FourSquare, QR codes, smartphones and mobile app banner ads. LGBT consumers are 50% more likely to own a smartphone and to use that phone to make purchases.
Another interesting finding is that LGBT media is closer than it has ever been in approaching mainstream readership levels. In addition, Facebook usage is just as high among “older” LGBT’s as younger ones.