New Survey Provides Unique Insights Into Gay And Lesbian Consumer Habits

A new study from Community Marketing, Inc. provides insights about how gay men and lesbians spend their money and live their lives.While the survey is geared toward branding and advertising data, the results also have important implications for the health of the LGBT community as well as for understanding how the community’s culture continues to evolve. Here are some of the findings (Note: Though the study included people who identify as bisexual and transgender, the reported data focused almost exclusively on gay man and lesbians, which perhaps is itself an interesting insight into expectations for LGBT marketing.):

  • Gay men and lesbians have gym memberships (38 percent) at higher rates than the national average (24 percent).
  • Gay men (27 percent) and lesbians (23 percent) smoke cigarettes at higher rates than the national averages for adult men (22 percent) and women (17 percent).
  • Gay men, especially those ages 18-29, are much more likely to drink spirits or cocktails than beer, though beer is twice as popular on average nationally among men.
  • The acronym “LGBT” is increasingly more popular than “GLBT,” though gay men prefer to be branded under the less-inclusive “Gay & Lesbian” umbrella.
  • JCPenney’s partnership with Ellen DeGeneres had a huge impact on improving the company’s favorability among gay mean and lesbians.
  • President Obama has strong support from gay men (77 percent) and lesbians (84 percent), including 79 percent of LGBT people in Ohio and 78 percent in Florida.

Read the full study for additional details, such as how gay men and lesbians use technology, respond to branding, and participate in giving to LGBT advocacy organizations.