According to a new online study, gay and lesbian adults are more active in the blogosphere than their straight counterparts. Hmmm, wonder why? Gossip and drama and celebrity buzz? No, none of those could be the reason.
Seriously, news and current event blogs actually ranked the highest among gay and lesbian adults surveyed, with pop culture and gossip blogs finishing a close second.
According to the study, performed by the queer media gurus at Witeck-Combs Communications, 28 percent of gay adults reported reading news and current issue blogs, compared to 19 percent of heterosexuals.
More than a quarter of gay adults also read entertainment and pop culture blogs, compared to 11 percent of heterosexuals. Given the heightened interest in this year’s electoral contests, a significant number of gay adults (23 percent) also read political blogs. In comparison, only 14 percent of heterosexual adults reported reading political blogs.
The study also revealed that gay and lesbian adults feel more positive toward advertisements found on blogs. Nearly one-in-five (19 percent) responded favorably, compared to 8 percent of heterosexual adults. In a similar study conducted two years ago, roughly the same proportion (21 percent) of gays and lesbians reported feeling positive toward blog ads.
“Studies consistently show that gays and lesbians are leaders in online usage, are very keen to find relevant and timely information, and feel more strongly about staying on top of the latest trends,” said Wes Combs, president of Witeck-Combs Communications. “Blogs are fast shaping the media landscape, and it is one medium that marketers and advertisers can’t afford to ignore, especially when it comes to reaching gay and lesbian influencers, voters and consumers.”
Apart from blogs, gay and lesbian adults also participate in other online activities more than heterosexuals. Half of gay and lesbian adults say they have sent instant messages (IMs) in the last month, compared to just one-third of heterosexual adults.
When asked overall, in a typical month, how often they send instant messages to friends or other people, for reasons not related to work, 25 percent of gay adult men said they send instant messages at least once a day. In comparison, only 15 percent of heterosexual adult men said they did.
A similar trend can also be seen in online communities and dating websites. Fifty-seven percent of gay adult men online declare they are a member of a social networking website, compared to 37 percent of heterosexual men. Also, 42 percent of gay and lesbian adults have visited an online social community or network in the last month, compared with 32 percent of heterosexuals.
Just over one-quarter of gay adult men reported visiting a dating or match-up site in the last month, compared to 9 percent of heterosexual male adults.
— Tracey McNerney contributed to this report.