Gays and lesbians are most likely to buy products from marketers addressing the LGBT (lesbian, gay, bisexual and transgendered) community in their advertising according to Out On The Street, the latest syndicated study from Toronto-based Solutions Research Group (srgnet.com).
Ken LeClair, SRG’s director research development, says the findings confirm a very attractive target for marketers: ‘The LGBT population is in the higher income bracket. About 20% of our sample had household income of $100,000 or more compared with about 13% of the population overall. About 23% had a $40,000 or less income, versus a 30% average nationally. There is also definitely an education skew. Over 50% are university educated versus 34% nationally.’
SRG hit the pavement during Toronto’s Pride festivities in late June to question attendees about their attitudes towards marketing, sponsorship, media preferences, and use of selected products and services. The study examines the characteristics and spending of attendees from both within and outside the GTA and looks at lesbians separately and as part of the larger gay market.
Out On The Street survey respondents showed a tendency to be early adopters of new products and services with a higher penetration of cellphone ownership, texting and Internet use at home.
Additional good news for marketers, Le Clair says that the LGBT community has very positive attitudes toward advertising and sponsorship if the messages are targeted to them – but not necessarily with a one-size fits all approach.
‘In the past, the gay and lesbian population was conceived as one market, but as with all target markets, you’re targeting just one set of characteristics. They’re diverse in other ways as well – culturally, ethnically. There are certainly different ways they may be approached and different products they’re interested in.’
* 79% of the LGBT community feels more positive about companies that sponsor gay and lesbian community activities.
* 69% say they are more likely (29% a lot more, 40% somewhat more) to buy a company’s products if they address the LGBT community in their advertising.
* Other Out On The Street findings:
* The most frequently unaided mentions of Toronto Pride week sponsors were TD Canada Trust, Labatt, CTV and Trojan.
* 75% own wireless phones. They are heavily into texting with 53% having done so in the last seven days, about twice the Canadian average.
* LGBT community members are heavy home Internet users with 85% saying they logged on from home in the past week.
* Most frequent mentions for favourite radio station were 102.1 The Edge, 104.5 CHUM-FM, Z103.5 and CBC Radio One.
* The top favourite TV shows were CSI, Will and Grace, The L Word and The Simpsons.
* Respondents were more likely to pick the Toronto Star as their favorite newspaper, with a three-to-one margin against the nearest competitor. NOW emerged as the favorite weekly.
* Solutions Research Group funds its own syndicated research to maintain an unbiased perspective. The interviews took place with 350 randomly selected individuals on June 24 and 25 and were conducted where no obvious sponsorship signage was present.
