CMI’s LGBT Community Research Practice

CMI’s 8th Annual LGBT Community Survey®

To join CMI’s LGBT Research Panel, please click here.

Up to 45,000 LGBT consumers from 148 countries respond to Community Marketing & Insights’ annual LGBT Community Surveys®, making it the largest, most comprehensive and longitudinal study of its kind.

Click here to download CMI’s Approach to Market Research. Click here to download a profile of CMI’s 70,000+ LGBT Consumer research panel. To receive research announcements and updates, please be sure to sign up for our email list.

Methodology

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.

USA LGBT RESPONDENTS
TOTAL US RESPONDENTS (2014)34,415
SAMPLE 2014 DEMOGRAPHICS…
MEDIAN AGE48
LEGALLY MARRIED19%
COLLEGE GRADUATES65%
ARE EMPLOYED75%
ANNUAL HHI>$50K57%
SAMPLE 2014 PURCHASE FINDINGS…
PURCHASED A HOME IN THE PAST 12 MONTHS5%
PLAN TO PURCHASE A HOME IN THE NEXT 12 MONTHS8%
PURCHASED A MAJOR VACATION (5 NIGHTS+) IN THE PAST 12 MONTHS 39%
PLAN TO PURCHASE A MAJOR VACATION (5 NIGHTS+) IN THE NEXT 12 MONTHS 46%
DRINK WINE WEEKLY44%
DRINK BEER WEEKLY42%
DRINK SPIRITS OR COCKTAILS WEEKLY49%
SAMPLE 2014 PAST 12 MONTH PURCHASES…
AUTOMOBILE17%
FURNITURE15%
PERFORMING ARTS TICKETS60%
MAJOR KITCHEN APPLIANCES ($500+)10%
SAMPLE 2014 WEEKLY ACTIVITY FINDINGS…
LIKED A BUSINESS ON FACEBOOK52%
READ LGBT BLOGS/WEBSITES61%
CLICKED ON A FACEBOOK AD31%
CLICKED ON A MOBILE APP AD42%
USE LGBT MOBILE APPS22%
OTHER SAMPLE 2014 FINDINGS…
CARE FOR PETS66%
SHARED OR RETWEETED A COMMERCIAL AD OR ANNOUNCEMENT14%
TWEETED DURING A TELEVISION SHOW USING A RECOMMENDED #HASHTAG9%
TUNED INTO A TELEVISION SHOW AFTER SEEING RELATED TWEETS9%
USED SOCIAL MEDIA TO VOICE A POSITIVE EXPERIENCE WITH A BRAND OR PRODUCT34%