Community Marketing, Inc., a GLBT market research and communications firm based in San Francisco, has announced the completion of two studies, one focusing on GLBT consumers and the other on gay commerce.
The 4th LGBT Community Survey yields historic 40,000 respondents from 100+ countries; provides marketing and communications insights, tracks motivations and trends. Sample findings include:
- When asked which major purchases they’d put off due to the economy but intend to make in the upcoming year, one-third said they plan to take a major vacation. Furniture and automobiles are next most popular major intended purchases.
- When asked to rank the LGBT-friendliness of their employer on a 10-point scale, only half rated their employer LGBT-friendly. About 14% ranked their employer not at all LGBT-friendly.
- While more than half of respondents check Facebook daily, the difference between young and old was significant. 81% of younger gay men (age 18-29) check Facebook daily, compared with only 37% of older gay men (age 45-59).
The first-ever survey of GLBT-owned companies and gay-friendly corporations yields a trove of findings and a roadmap for increasing GLBT-related business-to-business commerce. The survey of over 1,400 gay and lesbian business decision-makers was conducted by Community Marketing, in partnership with the National Gay & Lesbian Chamber of Commerce (NGLCC), and supported by Hyatt Hotels, Chubb Group of Insurance Companies and Wells Fargo Bank. The study helps to quantify and qualify the purchasing habits, motivations, and behaviors of GLBT-owned companies and gay-friendly corporations, and explore opportunities for increasing GLBT-related B2B commerce.
Full survey results will be presented at the NGLCC Conference, November 18-20 in Washington, D.C.