It’s no secret that Americans are turning to the internet more and more as a source for connecting to the outside world, and a new report by Harris Interactive and Witeck-Combs Communications suggests the GLBT community is at the forefront of this trend.
The press release published today reports that 54% of GLBT adults read blogs on a regular basis, compared to just 40% of heterosexual adults. Furthermore, gay and lesbian membership on social networking sites outpaced heterosexuals on Facebook, LinkedIn, MySpace, and Twitter, and 55% of GLBT adults visit a social networking site every day compared to just 41% of heterosexual adults.
For marketers wanting to reach the GLBT community, this report has some significant implications – the most obvious one being that a strong social media platform is important when targeting gay consumers. The study will also likely provide fodder for those who contend that gays and lesbians are turning to the internet more and more for news that affects the GLBT community (possibly at the expense of gay print publications).
Additionally, this report says something about gay consumers in general – that we are more likely to use new technology and new means of connecting to the world around us. This means marketers should be agile and alert to new and innovative advertising outlets and must try to avoid stale, habitual techniques when targeting the GLBT community.