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Advertising and the Gay and Lesbian Customer

Gay and Lesbian Adults More Trend-Savvy

According to a national survey conducted online by Harris Interactive®, nearly half of gay and lesbian adults report they like to keep up with the latest styles and trends, compared to only 38 percent of heterosexual adults.
 
Taking a look only at gay men in the sample, 53 percent report they like to keep up with the latest styles and trends, compared to only 30 percent of heterosexual men.  In an older survey in January 2007, when the same question was posed, 39 percent of gay men reported that they keep up with the latest styles and trends, compared to 32 percent of heterosexual males, so over time the number of gay men interested in trends has climbed.
 
The new nationwide survey of 2,637 U.S. adults, of whom 343 self-identified as gay or lesbian (which includes an oversample of lesbian, gay, bisexual and transgender adults), was conducted online between June 9 and 16, 2008, by Harris Interactive in conjunction with Witeck-Combs Communications, Inc., a PR and marketing firm with special expertise in the GLBT market.
 
LGBTs Are Upgrade-Savvy Too
 
Gay and lesbian adults are also more likely to upgrade to the latest model compared to their heterosexual counterparts. The latest survey shows 45 percent of gay and lesbian adults say they tend to upgrade to the latest model or version of a product, compared to only one-third of heterosexual adults.  In just looking at gay men, 49 percent report they tend to upgrade to the latest model or version of a product, compared to 35 percent of heterosexual men.
 
This latest survey continues to confirm a key demographic distinction between gay/lesbian consumers and their heterosexual counterparts.  "The LGBT community has long been known not just for trend spotting but also trend setting," said Wes Combs, President of Witeck-Combs Communications.  "They are very savvy consumers and often motivated to spend a little extra on new products and upgrades."
 
For more information about advertising and the gay and lesbian consumer, visit www.witeckcombs.com.
By Chris Navarro
Get Advertising Jobs, Contributing Editor

Source: “Gay and Lesbian Consumers More Likely to Follow Latest Styles and Trends,” July 21, 2008. Harris Interactive Inc. All rights reserved.

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