GL Census Partners
A Syracuse University, OpusComm Group, Inc Partnership
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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”
“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?
“Orientation” 61% of Males self identify more with their “Orientation”
58%% of Females self identify more with their “Orientation”
“Ethnic Group” 8% of Males self identify more with their “Ethnic Group”
7% of Females self identify more with their “Ethnic Group”
“Equally w/both” 31% of Males self identify more with “Equally w/both”
35% of Females self identify more with “Equally w/both”
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 25 -29 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 be persuaded by advertisements that feature gay themes than advertisements that that do not.
- Nearly 70% of both Males and Females agree with this statement
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 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
Coming Soon:
Results on:
The second half of the survey focuses on GLBT consumer behavior. The survey results include an in-depth analysis of 14 consumer categories. They are:
-Automotive
-Childcare
-Computer Equipment
-Electronics
-Financial
-Entertainment
-Food And Beverage
-Home and Garden
-Insurance
-Medical
-Pets
-Skin Care
-Sports and Fitness
-Travel
IMPORTANT NOTICE
IN GRANTING BROADCAST/PRINT PERMISSION TO PUBLICIZE ANY/OR ALL PORTIONS OF 2004-2005 GAY/LESBIAN CONSUMER ONLINE CENSUS INFORMATION PROVIDED. You are authorized to quote from this report only if credited as follows:
"A Syracuse University, OpusComm Group Research Partnership".
For more information please visit http://www.glcensus.org
Email: info@glcensus.org
GLCensus Partners (www.glcensus.org) Study - A Syracuse University and OpusComm Group research partnership
The world leader in GLBT consumer research includes:
- The S.I. Newhouse School 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.
2001 Gay/Lesbian Consumer Online Census
GL Census Partners - A GLBT Research Partnership
-Syracuse University
-OpusComm Group, Inc
-GSociety
A Glimpse inside of the 2001 Gay/Lesbian Consumer Online Census
An internet survey of 6,351 individuals who identify themselves as gay, lesbian or transgender (GLBT)
Reveals that 88% of the population is white
48% falls into the 18-34 age group
Self Identification
Gay--------------53%
Lesbian----------36%
Bisexual----------6%
Transgender------1%
Homosexual------2%
Other--------------2%
Race/Ethnicity
White-----------------------------------88%
Hispanic*--------------------------------8%
Black------------------------------------3%
Asian/Pacific Islander-----------------2%
Native American/Alaskan native------1%
Other------------------------------------4%
*Hispanic can be of any race
Age
18-24 ----------16%
25-34-----------32%
35-44-----------32%
45-54-----------15%
55-64------------4%
65+ -------------1%
Gender
Male --------55%
Female-------44%
Education
Some high school----------1%
Graduated high school-----9%
Some college-------------32%
College graduate---------37%
Graduate degree----------20%
We Are Family
Lesbian, bisexual and transgendered women are almost five times as likely to have children in their households as their male counterparts.
Relationships/Family
MEN
Women
Single
33%
21%
Single and dating
20%
14%
Civil union/Married
1%
5%
Children under 18
5%
23%
Household Income
MEN
Women
Under $30K
12%
20%
$30K - $69,999
37%
41%
$70K - $99,999
22%
20%
$100K +
29%
16%
Politics
MEN
Women
Democrats
67%
71%
Republicans
14%
8%
Independents
17%
8%
Straight Up
Of the top five "most watched/read" magazine and TV programs named by GLBTs in the 2001 Gay/Lesbian Consumer Online Census, gay themed
-The Advocate
-Will & Grace
are the biggest winners
GLBTs who watched/read
Top 5 TV Programs
Will & Grace (NBC) --------------------34%
Queer As Folk (Showtime)-------------27%
ER (NBC)--------------------------------15%
Sex and the City (HBO)----------------13%
Friends (NBC)---------------------------12%
GLBTs who watched/read
Top 5 Magazines
The Advocate ----------------32%
Out----------------------------20%
Time---------------------------12%
Newsweek--------------------12%
Curve-------------------------09%
GLBTs who watched/read
Top 5 cable/satellite TV networks
HBO ----------------------------33%
Discovery-----------------------31%
Showtime-----------------------29%
Lifetime-------------------------25%
CNN-----------------------------18%
Out in force
58% of GLBT have gone to a bar or club in the past month.
Entertainment
Percent of GLBTS who have...
Spent over $100 on entertainment per month---------58%
Spent over $300 on entertainment per month---------17%
Watched cable/satellite TV in the past month----------72%
Rented a movie in the past month----------------------68%
Went to the movies in the past month------------------62%
Went to a club/bar in the past month-------------------57%
Went to a music concert in the past 6 months----------44%
Went to the theater in the past 6 months---------------48%
America's top gay cities
Los Angeles
New York
San Francisco
Washington D.C.
Miami
Dallas
Boston
Phoenix
Chicago
Seattle
Gay-Friendly companies/purchasing behavior
Almost half of the respondents agreed that when deciding whether or not to buy a product or service, they try to find out whether or not the company is gay-friendly.
Gay-Friendly companies/purchasing behavior
More than 8 out of 10 respondents agreed that there were more likely to buy products or services from companies they knew were gay-friendly.
IMPORTANT NOTICE
IN GRANTING BROADCAST/PRINT PERMISSION TO PUBLICIZE ANY/OR ALL PORTIONS OF 2001 GAY/LESBIAN CONSUMER ONLINE CENSUS INFORMATION PROVIDED. You are authorized to quote from this report only if credited as follows:
"A Syracuse University, OpusComm Group, GSociety Study".
For more information please visit http://www.glcensus.org
Email: info@glcensus.org