New survey examines purchasing habits among heterosexual and LGBT adults
Survey suggests gays and lesbians drive market trends
by Q-Notes staff
About four in 10 gays and lesbians reported they tend to upgrade to the latest model or version of a product and tend to keep up with the latest styles and trends.
ROCHESTER, N.Y. — A recent national survey conducted online found that 70 percent of heterosexuals and 88 percent of gay and lesbian adults polled are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gays and lesbians. Additionally, 77 percent of gay and lesbian adults say they are likely to consider brands that support nonprofits and/or causes that are important to them as a gay, lesbian, bisexual or transgender person.
These are a few of the highlights of a nationwide survey of 2,571 U.S. adults (ages 18 and over), of whom 368 self-identified as gay, lesbian, bisexual or transgender. The survey was conducted online Jan. 11-17 by Harris Interactive, a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the LGBT market.
Regarding purchasing habits, the study found that 58 percent of gays and lesbians say they are “more likely,” 41 percent say they are “no more or less likely,” and only one percent say they are “less likely” to purchase everyday household products and services from companies that market directly to them compared to other competing companies.
Gays and lesbians also are more likely to ask for a specific brand when ordering alcoholic beverages: 60 percent compared to 42 percent of heterosexuals.
“Brand connections are certainly influenced by strong corporate reputations, we find again and again,” said Wes Combs, president of Witeck-Combs Communications. “This survey shows strong brand connections apparent within gay households and among non-gay consumers too. This signals that a majority of Americans today are fair-minded and believe that equal treatment in the workplace is deserved by all.”
The survey also suggests that gays and lesbians are trendsetters. About four in 10 gays and lesbians reported they tend to upgrade to the latest model or version of a product (39 percent) and tend to keep up with the latest styles and trends (38 percent) compared with one-third of heterosexuals surveyed (32 percent respectively) — seen corroborated in similar studies on consumer behavior.