2004-2005 Gay/Lesbian Consumer Online Census

2004- 2005 Gay/Lesbian Consumer Online Census

GL Census Partners - A GLBT Research Partnership

- Syracuse University

- OpusComm Group, Inc

Exclusive Marketing Partner – Scarborough Research

Also, we wish to THANK our many dedicated media sponsors support in addition to the GLBT media showcased with this link: http://www.glcensus.com/sponsors.cfm

A profile on the GLBT Community

Below are statistics that are reported from nearly 7,500 respondents who participated in our most recent annual Gay/Lesbian Consumer Online Census.

What do you identify yourself as?

“Gay” 93% of Males self identify as “Gay”

7% of Females self identify as “Gay”

“Lesbian” 78% of Females self identify as “Lesbian”

“Queer” 2% of Males self identify as “Queer”

3% of Females self identify as “Queer”

“Bisexual” 2.4% of Males self identify as “Bisexual”

8.6% of Females self identify as “Bisexual”

Do you identify more strongly with your ethnicity or your sexual orientation?

Are you ‘out”?

“Out” 96% of Males self identify of being “Out”

98% of Females self identify of being “Out”

“Out” to Family 84% of Males self identify of being “Out” to their immediate family

89% of Females self identify of being “Out” to their immediate family

“Out” to Friends 94% of Males self identify of being “Out” to their friends

96% of Females self identify of being “Out” to their friends

“Out” at Work 73% of Males self identify of being “Out” at work

73% of Females self identify of being “Out” at work

At what age did you first come out?

The largest age bracket that Males (43%) and Females (41%) reported that they first came “out” was between the ages of 18 - 24 years of age.

What is your current same-sex relationship status?

- 46% of Males and 58% Females self identify being “Partnered”

- 6% of Males and 9% Females self identify that they are “Civil Union/Civil registration/Married

- 11% of the Males and 21% of Females report that their current same-sex relationship is between 4 -7 years

Have you and your partner ever had a commitment ceremony/civil union/same-sex wedding?

- 8% of Males and 19% of Females have had a commitment/civil union/same sex wedding

Do you have children under the age of 18 living at home?

- 5% of Males and 20% of Females have children under the age living at home

- 36% of Males and 64% of Females report that their child was conceived by them as part of a prior opposite-sex relationship

Are you planning to add children to your family in the next 3 years?

- 6% of Males and 17% of Females planning on adding a child to their family in the next 3 years

Does your company or your partner’s company offer domestic partner health benefits?

- 36% of both Males and Females report that their company offers domestic partners health benefits

What is your combined household income?

- The median household income for both genders is $60,000 - $ 79,999

- 29% of Males report house incomes of $100,000 or more compared to 21% of Females.

In what type of residence do you live?

- 56% of Males and 55% of Females own a “House” or “Condominium”

- 20% of Males and Females have a monthly mortgage between $1,000 - $1,999

Which best describes the area in which you live?

- 59% of Males and 46% of Females in the “City”

- 40% of Males and 53% of Females in live in a “Suburb”, “Small Town/Village or Rural area

Advertising

What advertising media vehicles do you strongly rely on?

Males:

1) Magazines

Television

2) Internet/email

Newspaper

3) Radio

4) Direct Mail

5) Outdoor/Transit

Females:

1) Television

2) Internet/email

Magazines

3) Newspaper

4) Radio

5) Direct Mail

6) Outdoor/Transit

I am more likely to remember advertisements that feature gay themes than advertisements that that do not.

I am more likely to purchase products or services whose advertising uses gay themes than those whose advertising does not.

- 68% of both Males and Females agree with this statement

Before deciding whether or not to buy a product or service, I try to find out whether or not the company is gay friendly.

- 46% of the Males and 49% of the Females agree with this statement

Gay Media

I am more likely to purchase products or services that are advertised in gay oriented media than those in mainstream media.

I watch gay oriented television programs.

- 65% of the Males and 61% of the Females watch gay-oriented television programs weekly

I read gay-oriented magazines:

Weekly 29% of Males and 15% of Females

Monthly 30% of Males and 36% of Females

I read gay-oriented newspapers:

Weekly 28% of Males and 14% of Females

Monthly 20% of Males and 21% of Females

I visit gay-oriented U.S –based web sites:

Daily 48% of Males and 23% of Females

Weekly 31% of Males and 29% of Females

Monthly 12% of Males and 24% of Females

The G/L Census Partners is a partnership between the S.I. Newhouse School of Public Communications at Syracuse University, and advertising and public relations firm OpusComm Group, Inc., which specializes in consultation of sensitivity issues and market plan development for all types of advertisers to target the GLBT community. The G/L Census is available exclusively through Scarborough Research.

For further information, contact Jeffrey Garber, president of OpusComm Group at jeff@opuscommgroup.com, or call 315.637.2018, or visit www.glcensus.org.

IMPORTANT NOTICE: ALL INFORMATION IS TO BE ACCREDITED TO:

G/L Census Partner (www.glcensus.org) Study - A Syracuse University and OpusComm Group research partnership

G/L Census Partners (www.glcensus.org) - The world leader in GLBT consumer research, includes:

- The S.I. Newhouse School of Public Communications at Syracuse University (www.syracuse.edu) - One of the world's leading academic and research institutions in the field of communications.

- OpusComm Group (www.opuscommgroup.com) - Innovative Advertising, Marketing, Communication, Research and Public Relations experts on the Gay/Lesbian market.

- Scarborough Research (www.scarborough.com) - Exclusive G/L Census Marketing Partner. Scarborough Research is a leader in identifying local, regional and national shopping patterns and media usage for the American consumer. Scarborough Research is a joint venture between Arbitron Inc. and VNU Media Measurement & Information.