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Lesbian Consumer Trends Report
Lesbian Consumer Trends
September 26, 2007 12:00 PM Eastern Daylight Time
Groundbreaking New Survey Describes Lesbian Consumer Habits in the USA
DUBLIN, Ireland--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/reports/c69414 ) has announced the addition of USA Lesbian Consumer Index Report 2007-08 to their offering.
An unprecedented 25,000 participants, split almost evenly between gay men and lesbians, have completed the CMI Gay & Lesbian Consumer Index survey, resulting in the most comprehensive and truly representative LGBT market research in the world. The USA Gay Consumer Index™and the USA Lesbian Consumer Index™include ground-breaking quantitative data and deep insights on demographics, psychographics, purchase behavior and motivations, and social and political perspectives.
Methodology
In the 34-day period from Friday, April 13, 2007 to Wednesday, May 16, 2007, 12,044 men and 10,380 women who self-identify themselves as gay or lesbian and reside in the United States completed this survey. The goal of this study was to survey self-identified “out” lesbian and gay consumers, who interact with gay and lesbian print or internet media, regarding their purchasing habits and motivators. With sample sizes of over 10,000, the margin of error is plus or minus 1% at a 95% confidence interval.
Because this study encompassed such a wide variety of media and other partners, covering virtually every geographic area of the USA, the findings contained in this report present the first truly representative profile of lesbian and gay male consumers in history. Analysis of the geographical distribution of respondents closely matches the distribution of gays and lesbians in the United States as found in 2000 US Census and other CMI research comparisons.
The methodology employed polls consumers representing the target audience who can be reached using LGBT print and Internet marketing resources. The findings derive from those who identify openly as gay or lesbian and read LGBT publications and/or websites, and/or belong to email lists. These results should not necessarily be extrapolated to the entire gay and lesbian population; however, these findings do provide guidance regarding the perceptions and opinions of “out” gays and lesbians who can be reached through LGBT websites and publications.
By using more than 75 local, regional and national media distributed throughout the United States, as well as our own survey pool amassed from more than 14 years of research of lesbians and gay men, we assured geographic distribution covered the entire nation. (37% of respondents to the Gay Consumer Index and 41% of those from the Lesbian Consumer Index live in non-coastal states.)
CMI chose not to weight the results of this survey, but instead to offer insight to specific questions based on age, gender and/or income. The decision to weight a national sample assumes that there is a reliable measure with which the sample can be weighted. There are, however no official government-provided data on sexual orientation (as there are for education, race, age, gender, and region, all provided by the U.S. Census Bureau). All available data is based on surveys, subject to a variety of sources of error, and therefore not suitable as a weighting target.
US Census data is misleading as it only considers same-sex couples living together in the same household who specified that the relationship between the first party and the second party on the survey form was "partner." Census data ignores all single lesbians and gay men, and couples who do not live together, and those who interpret their relationship as other than "partner" on a government form, therefore other available data (including the US Census) was used to determine that this study fairly represents US lesbians and gay men.
Analysis includes a review of the age distribution of respondents compared to the age distribution of men and women from the US Census. Respondents skewed toward the median age in both studies as disclosed in the reports. The survey samples of lesbians and gay men under age 25 and over age 65 are lower than the percentage of US residents in that age brackets. However, social issues may attribute to this. Because people come to the conclusion that they are gay or lesbian at different ages, it is understandable that the percentage of younger respondents would be lower than the US population as a whole. Seniors may have experienced different social taboos and therefore may be less likely to be “out”. In addition, especially among older gay men, the lower numbers could be partially contributed to the early years of the AIDS epidemic.
EXECUTIVE SUMMARY
THE MEDIAN US LESBIAN CONSUMER…
GAY AND LESBIAN MARKET TREND OBSERVATIONS
LIST OF COMMENTARIES
DEMOGRAPHICS
AGE
GEOGRAPHICAL DISTRIBUTION
OCCUPATION
RELATIONSHIP STATUS
CHILDREN
ETHNIC DIVERSITY
HOUSEHOLD INCOME
PROPERTY OWNERSHIP
PET GUARDIANSHIP
PSYCHOGRAPHICS AND MOTIVATIONS
ADVERTISING
EMPLOYMENT POLICIES
SPONSORSHIP
IMPACT OF ADS FOR ALCOHOL
RETIREMENT PLANNING
SOCIAL RECOGNITION
HOMOSEXUALITY AS A DIVISIVE ISSUE
TERMINOLOGY FOR ADDRESSING LGBT COMMUNITY
ACTIVITIES
SOCIAL ACTIVITIES
Dining Out
Fine Dining
Spending on Dining
CONSUMPTION OF ALCOHOLIC BEVERAGES
Preference of Spirits
Preference of Vodka Brand
MOVIES
Internet Usage
Online Purchases
Online Banking
TV VIEWING
TV Networks Most Watched
PUBLICATIONS READ
PURCHASES
CREDIT CARDS
Preference of Credit Card Brands
ELECTRONICS
THE COFFEE CULTURE
BOTTLED WATER & SPORTS DRINKS
CLOTHING
TRAVEL
PLANS TO PURCHASE REAL ESTATE
SERVICES
CHARITY
TYPE OF AUTOMOBILE OWNED
Frequency of Purchase
Criteria for Purchasing Vehicles
HEALTH AND FITNESS
VITAMINS
HIV STATUS
Last Tested
POLITICAL PROFILE
PRESIDENTIAL ELECTION
MID-TERM ELECTION
FINANCIAL CONTRIBUTIONS
ADVOCACY FOR GAY MARRIAGE
What Do Your Think Ladies ?
September 26, 2007 12:00 PM Eastern Daylight Time
Groundbreaking New Survey Describes Lesbian Consumer Habits in the USA
DUBLIN, Ireland--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/reports/c69414 ) has announced the addition of USA Lesbian Consumer Index Report 2007-08 to their offering.
An unprecedented 25,000 participants, split almost evenly between gay men and lesbians, have completed the CMI Gay & Lesbian Consumer Index survey, resulting in the most comprehensive and truly representative LGBT market research in the world. The USA Gay Consumer Index™and the USA Lesbian Consumer Index™include ground-breaking quantitative data and deep insights on demographics, psychographics, purchase behavior and motivations, and social and political perspectives.
Methodology
In the 34-day period from Friday, April 13, 2007 to Wednesday, May 16, 2007, 12,044 men and 10,380 women who self-identify themselves as gay or lesbian and reside in the United States completed this survey. The goal of this study was to survey self-identified “out” lesbian and gay consumers, who interact with gay and lesbian print or internet media, regarding their purchasing habits and motivators. With sample sizes of over 10,000, the margin of error is plus or minus 1% at a 95% confidence interval.
Because this study encompassed such a wide variety of media and other partners, covering virtually every geographic area of the USA, the findings contained in this report present the first truly representative profile of lesbian and gay male consumers in history. Analysis of the geographical distribution of respondents closely matches the distribution of gays and lesbians in the United States as found in 2000 US Census and other CMI research comparisons.
The methodology employed polls consumers representing the target audience who can be reached using LGBT print and Internet marketing resources. The findings derive from those who identify openly as gay or lesbian and read LGBT publications and/or websites, and/or belong to email lists. These results should not necessarily be extrapolated to the entire gay and lesbian population; however, these findings do provide guidance regarding the perceptions and opinions of “out” gays and lesbians who can be reached through LGBT websites and publications.
By using more than 75 local, regional and national media distributed throughout the United States, as well as our own survey pool amassed from more than 14 years of research of lesbians and gay men, we assured geographic distribution covered the entire nation. (37% of respondents to the Gay Consumer Index and 41% of those from the Lesbian Consumer Index live in non-coastal states.)
CMI chose not to weight the results of this survey, but instead to offer insight to specific questions based on age, gender and/or income. The decision to weight a national sample assumes that there is a reliable measure with which the sample can be weighted. There are, however no official government-provided data on sexual orientation (as there are for education, race, age, gender, and region, all provided by the U.S. Census Bureau). All available data is based on surveys, subject to a variety of sources of error, and therefore not suitable as a weighting target.
US Census data is misleading as it only considers same-sex couples living together in the same household who specified that the relationship between the first party and the second party on the survey form was "partner." Census data ignores all single lesbians and gay men, and couples who do not live together, and those who interpret their relationship as other than "partner" on a government form, therefore other available data (including the US Census) was used to determine that this study fairly represents US lesbians and gay men.
Analysis includes a review of the age distribution of respondents compared to the age distribution of men and women from the US Census. Respondents skewed toward the median age in both studies as disclosed in the reports. The survey samples of lesbians and gay men under age 25 and over age 65 are lower than the percentage of US residents in that age brackets. However, social issues may attribute to this. Because people come to the conclusion that they are gay or lesbian at different ages, it is understandable that the percentage of younger respondents would be lower than the US population as a whole. Seniors may have experienced different social taboos and therefore may be less likely to be “out”. In addition, especially among older gay men, the lower numbers could be partially contributed to the early years of the AIDS epidemic.
EXECUTIVE SUMMARY
THE MEDIAN US LESBIAN CONSUMER…
GAY AND LESBIAN MARKET TREND OBSERVATIONS
LIST OF COMMENTARIES
DEMOGRAPHICS
AGE
GEOGRAPHICAL DISTRIBUTION
OCCUPATION
RELATIONSHIP STATUS
CHILDREN
ETHNIC DIVERSITY
HOUSEHOLD INCOME
PROPERTY OWNERSHIP
PET GUARDIANSHIP
PSYCHOGRAPHICS AND MOTIVATIONS
ADVERTISING
EMPLOYMENT POLICIES
SPONSORSHIP
IMPACT OF ADS FOR ALCOHOL
RETIREMENT PLANNING
SOCIAL RECOGNITION
HOMOSEXUALITY AS A DIVISIVE ISSUE
TERMINOLOGY FOR ADDRESSING LGBT COMMUNITY
ACTIVITIES
SOCIAL ACTIVITIES
Dining Out
Fine Dining
Spending on Dining
CONSUMPTION OF ALCOHOLIC BEVERAGES
Preference of Spirits
Preference of Vodka Brand
MOVIES
Internet Usage
Online Purchases
Online Banking
TV VIEWING
TV Networks Most Watched
PUBLICATIONS READ
PURCHASES
CREDIT CARDS
Preference of Credit Card Brands
ELECTRONICS
THE COFFEE CULTURE
BOTTLED WATER & SPORTS DRINKS
CLOTHING
TRAVEL
PLANS TO PURCHASE REAL ESTATE
SERVICES
CHARITY
TYPE OF AUTOMOBILE OWNED
Frequency of Purchase
Criteria for Purchasing Vehicles
HEALTH AND FITNESS
VITAMINS
HIV STATUS
Last Tested
POLITICAL PROFILE
PRESIDENTIAL ELECTION
MID-TERM ELECTION
FINANCIAL CONTRIBUTIONS
ADVOCACY FOR GAY MARRIAGE
What Do Your Think Ladies ?
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