CMI’s LGBT Community Survey
CMI’s 5th Annual LGBT Community Survey
Over 45,000 LGBT consumers from 100+ countries responded to Community Marketing’s 4th Annual LGBT Community Survey, making it the largest, most comprehensive study of its kind, by far.
We have made our 5th Annual LGBT Community Survey report available in it’s entirety. Click here to download. Click here to download CMI’s Approach to Market Research. Click here to download a profile of CMI’s 60,000+ LGBT Consumer research panel. To receive research announcements and updates, please be sure to sign up for our newsletter.
Methodology
- Respondents are derived from 150+ partner organizations such as international LGBT events such as Pride in London, San Francisco and Melbourne; film festivals, community centers and business associations; and a wide variety of global LGBT print, Internet, mobile, blog, radio and TV media including Gay.com, Advocate, LogoOnline, Pink Banana, Curve, Instinct, Adelante, Grindr, Manhunt, Towleroad, Gaypedia, Gaydar, LOTL, QX Sweden, Xtra Canada, Gay Calgary, Spartacus, GayCities, Facebook, Twitter, etc. as well as Community Marketing’s own proprietary survey panel developed since 1994.
- CMI’s proprietary survey panel consists of 60,000 LGBT consumers worldwide.
- The findings represent the “OUT” LGBT consumers who can be reached using their preferred communications channels.
- Press release about CMI’s 5th Annual Gay & Lesbian Community Survey
For our USA reports, geographic distribution is similar to findings of the Census Bureau for same-sex couples. However this study includes single respondents who are not quantified in Census data.
Never before has an LGBT research study been based on a sample size of such proportion, and from such a broad spectrum of consumers. The resulting LGBT Consumer Index(TM) reports include ground-breaking quantitative data and deep insights on demographics, psychographics, purchase behavior and motivations, and social and political perspectives. These indices will guide LGBT development and effective outreach communications for years to come.
| Lesbians | Gay Men | |
|---|---|---|
| Total US Respondents (2009) | 5,809 | 15,848 |
| Total US Respondents (2008) | 4,939 | 11,000 |
| Total US Respondents (2007) | 10,344 | 12,044 |
| Sample 2007 / 2008 Demographics Include… | ||
| Median Age | 45 | 45 |
| In relationships and living together | 64.5% | 46.3% |
| Single | 23.3% | 42.6% |
| Have children under age 18 living in home | 20% | 5% |
| Annual Household Income | Approx. $80,000 | Approx. $80,000 |
| Work in the Medical / Health Industry | 15.2% | 8% |
| Own a single family home | 59.0% | 41.2% |
| Rent an apartment | 18.4% | 28.6% |
| Sample 2008 Key Findings Include… | ||
| Purchased a cell phone (last year) | 64% | 62% |
| Purchased a car (last year) | 25% | 25% |
| Purchased a vacation home (last year) | 5% | 5% |
| Percent of internet time spent shopping | 8% | 7% |
| Percent of internet time on social/dating sites | 7% | 14% |
| Encountered workplace discrimination during lifetime | 34% | 22% |
| Watch Bravo at least weekly | 34% | 49% |
| Weekly spending on alcohol (median) | $22 | $40 |
| Most popular alcoholic drink | beer | vodka |
| Most important voting issue | gay marriage | the economy |
| Regularly make stock investments | 28% | 33% |
| Gave > $1,000 to charity (last year) | 15% | 22% |
| Sample 2007 Key Findings Include… | ||
| Personal Internet Usage (per week) | 10 hours | 12 hours |
| TV Viewing (per week) | 10 hours | 10 hours |
| Dine out per week | 3 times | 4 times |
| Guardian of a cat | 50.8% | 28.4% |
| Guardian of a dog | 58.5% | 37.6% |
| Purchased a plasma or HDTV in the last year | 17.3% | 20.0% |
| Drive a hybrid car | 3.2% | 2.6% |
| Prefer vodka among spirits | 47.5% | 55.2% |
| Voted in 2006 mid-term elections | 78.0% | 83.8% |
| Used an American Express Card in the last month | 24.0% | 36.0% |
- Keep up to date on CMI research. Please join our research news list. We’ll let you know when new studies are available to download.
- Ask about our custom research practice to help fine-tune your strategies and improve ROI. EmailCMI’s LGBT Market Research + Development Lab(TM)
- To join CMI’s LGBT Research Panel, please click here.
