CMI releases results of annual LGBT survey
The Community Marketing, Inc. (CMI) 7th Annual LGBT Community Survey report was released last month featuring U.S. data from over 10,000 self-identified gay and bisexual men, 4,000 lesbian and bisexual women and over 400 transgender community members.
Out & About Nashville was one of more than 180 national LGBT publications/media sources participating in this year’s survey, with nearly 500 O&AN readers providing responses.
In CMI’s annual write-in brand recall section: Starbucks has moved to the number one position of brands perceived as most supportive of the LGBT community, while JCPenney, Target, Apple and Amazon round out the top five. Also, 75% of LGBTs are actively boycotting Chick-fil-A.
Other highlights from the 7th Annual LGBT Community Survey include:
- The term “LGBT” has strengthened its lead as the preferred term to describe the community. “GLBT” is continuing to lose favor (even among gay men). Bisexual men and women and the transgender community strongly prefer the term LGBT.
- The LGBT community demonstrates strong support of the performing arts, with over 60% having purchased tickets in the past 12 months.
- Nearly half of all gay/bi men and lesbian/bi women surveyed make financial contributions to a charity or non-profit at least annually, while those in the transgender community are more likely (54%) than LGBs to perform volunteer work.
- Lesbian and bisexual women are far more likely (44%) to purchase spa services than gay and bisexual men (32%).
- Lesbians consume beer on similar levels as gay men, but are far less likely to drink spirits. 59% of gay men under age 30 have consumed a spirits drink in the past week. Community members identifying as transgender drink far less alcohol than those who identify as a gay man or lesbian. Canadian LGBTs drink more wine than USA LGBTs.
- Facebook is a dominant media force within the LGBT community. However, LGBT-specific websites are showing notable growth in LGBT readership.
- During the past week, 42% of lesbian/bi women “liked” a business on Facebook, 28% of gay/bi men “checked in” at a business to get deals or discounts and 17% of lesbian/bi women purchased a deal from Groupon, Living Social, etc.
- 56% of lesbians watched an NFL game on television in the past year, compared to 40% of gay men. Lesbians widely support the WNBA with 34% watching a game on television and 12% attending a game.
- ‘Spouse, ‘Partners’ and ‘Same-sex Couples’ are the preferred terms to describe LGBT relationships among the LGBT community overall.
- 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 newsletters.
The entire CMI Annual Survey Report can be downloaded here.