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Highlights from

2008 Prime Access/PlanetOut


Gay and Lesbian Consumer Study

Prepared By:
Overview

• Conducted by Clark, Martire & Bartolomeo on behalf of Prime Access and


PlanetOut, Inc., the 2008 Prime Access/PlanetOut Gay and Lesbian Consumer
Report is one of the largest and most comprehensive studies of gay and
lesbian consumer habits and brand perceptions.

• 2,259 adults aged 18-64 participated in the study, which was broken down into
two panels: general population (1,502 respondents) and gay and lesbian
population (757 respondents)

• In addition, 3,156 PlanetOut subscribers and reader respondents, drawn from


email promotable lists provided by PlanetOut, were also surveyed

• Prime Access is the leading advertising agency specializing in reaching the


lesbian, gay, bisexual, and transgender (LGBT) community. PlanetOut Inc. is
the leading global media and entertainment company exclusively serving the
LGBT community.

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Companies Perceived To Be Gay-Friendly:
Top Tier
• Bravo Networks, Apple, Showtime, HBO, Absolut, and Levi’s are among the most gay-friendly companies
according to gay/lesbian group
- % Strongly Considered To Be Gay-Friendly
Top 3 Box on 10 Point Scale Ranked on Gay/Lesbian

28%
Bravo Network 52%
67%
23%
Apple 39%
54%
24%
Showtime 35%
63%
26%
HBO 34%
53%
11%
Absolut 33%
62%
13%
Levi's 33%
36%
14%
American Express 24%
43%
26%
Starbucks 23%
53%
11%
American Airlines 23%
44%
17%
Target 23%
36%
8%
Saturn 21%
26%
15%
Subaru 20%
49%
15%
Bacardi 20%
40%

General Population Gay/Lesbian Planet Out Universe


Base: Total Answering
(Q1473) How “gay-friendly” would you consider each of the following companies to be? Page 3
Companies Perceived To Be Gay-Friendly:
Lowest Tier
• The gay/lesbian group considered WalMart, Dunkin Donuts, and Cracker Barrel to be the least gay-friendly

- % Strongly Considered To Be Gay-Friendly


Top 3 Box on 10 Point Scale Ranked on Gay/Lesbian
13%
BP 8%
12%
12%
Gillette 8%
11%
9%
Cadillac 7%
15%
6%
Kraft 7%
12%
10%
Olive Garden 7%
10%
7%
Sears 6%
8%
7%
Exxon Mobil 6%
3%
6%
Quaker 5%
5%
14%
Samsung 4%
9%
9%
Frito-Lay 4%
8%
14%
WalMart 4%
3%
11%
Dunkin Donuts 3%
3%
13%
Cracker Barrel 3%
2%

General Population Gay/Lesbian Planet Out Universe


Base: Total Answering
(Q1473) How “gay-friendly” would you consider each of the following companies to be? Page 4
Likelihood of Purchasing a Product or
Service from a Gay-Friendly Company
• While the general population is typically neutral regarding the likelihood of purchasing from a gay-friendly
company, the vast majority of those in the gay/lesbian groups consider themselves more likely to purchase
from a gay-friendly company

- Likelihood of Purchasing From Gay-Friendly Company -


Net Effect

General Population 12% 74% 14% -2

Gay/Lesbian 68% 30% 2% +64

PlanetOut Universe 85% 11% 1% +84

More likely to purchase


No Effect
Less likely to purchase

Base: Total
(Q1465) Are you more or less likely to purchase a product or service from a company that you know to be gay-friendly? Page 5
How To Find Out If A Company Is Gay-Friendly
• The media, friends and advertising are the main sources used to determine if a company is gay-friendly.
• A large majority (64%) of the general population does not how to determine if a company is gay-friendly.

22%
The media 62%
66%

21%
Friends 66%
69%

19%
Their advertising 69%
77%

11%
Family 23%
19%

A community organization 8%
other than a religious 33%
institution 36%

6%
A religious institution 12%
8%

9%
Some other way 31%
35%

64%
Don't Know 14%
5%

General Population Gay/Lesbian Planet Out Universe


Base: Total
(Q1470) How do you find out if a company is gay-friendly? Please select all that apply. Page 6
Impact of Seeing Ad On Product Seeking
• Gays and lesbians overall are much more responsive to ads they see in gay-oriented media.

- Likelihood of Seeking Product Information Based On Ad By Media Type –


Top 3 Box Likely to Respond to Ad

56%

Traditional Media

Gay Media
37%

15% 14%

Gay/Lesbian Planet Out Universe

Base: Total
(Q1377) All else being equal, how likely is it that an ad you see on television or in gay-oriented media would prompt you to seek out more information about the product being
advertised? And how about for an ad you see on or in traditional media? Page 7
Impression of Gay Imagery On Opinion Of
Company
• The gay/lesbian group is overwhelmingly positive towards gay imagery in commercials.
• The majority of the general population, on the other hand, are not sure or would expect no change in their
impression of the company, though nearly a quarter think it would have a negative impression.

- Impression of Gay Imagery In a Commercial -


Net Effect

General Population 11% 49% 16% 24% -13

Gay/Lesbian 71% 21% 5%3% +68

PlanetOut 84% 11% 4%


1% +83

Create a more favorable impression


Have no effect on my impression
Not sure
Create a more negative impression
Base: Total
(Q1475) If a commercial featured gay or lesbian imagery, how would that impact your opinion of the company or product? Would it…? Page 8
Personal Views: Bottom Tier
• The gay/lesbian group is more likely to be early product adopters.

- % Strongly Agreeing With Statement –


Top 3 Box on 10 point scale
Gaps to Gen. Pop.
G/L PNO
I'm usually the first among my friends to know about new 18%
26% +8 +9
products or services 27%
18%
It is important to me to feel like I belong to a group 16% -2 +11
25%
17%
It is important to me what other people think of me 17% = +5
22%
16%
I enjoy taking risks 16% = +7
23%
12%
I like to stand out in a crowd 13% +1 +4
16%

I am willing to sacrifice time with my family in order to get 11%


10% -1 +2
ahead 13%
8%
Money is the best measure of success 5% -3 -3
5%
I do not want responsibility; I would rather be told what to 5%
7% +2 -1
do 4%
5%
I find that I am easily swayed by other people's views 6% +1 -2
3%

General Population Gay/Lesbian Planet Out Universe


Base: Total
(Q.1500) We’d like you to tell us your personal views about different things that you think or do. Please tell us the extent to which you agree or disagree with each statement. Page 9
Personal Views: Top Tier
• The gay/lesbian group is far more likely to be turned to for advice, a key indicator of influence.

- % Strongly Agreeing With Statement –


Top 3 Box on 10 Point Scale
Gaps to Gen. Pop.
G/L PNO
It is important to continue learning new things throughout 82%
78% -4 +7
my life 89%
72%
It is important to be well-informed about things 71% -1 +10
82%
71%
I enjoy spending time with my family 52% -19 -17
54%
It is important to have a spouse or partner to share your 58%
48% -10 -2
life with 56%
45%
I prefer to spend a quiet evening at home than to go out 57% +12 -2
43%
43%
I decide what I want before I go shopping 45% +2 +1
44%
42%
My friends are my family 48% +6 +12
54%
40%
I am interested in international events 47% +7 +16
56%
34%
People are often asking for my advice 60% +26 +18
52%

General Population Gay/Lesbian Planet Out Universe


Base: Total
(Q.1500) We’d like you to tell us your personal views about different things that you think or do. Please tell us the extent to which you agree or disagree with each statement. Page 10
How Communities Define You
• Gays and lesbians are much more likely to be defined by their sexual orientation.

- % Strongly Agreeing With Statement –


Top 3 Box on 10 Point Scale
Gaps to Gen. Pop.
G/L PNO
36%
My gender 45% +9 +5
41%

32%
My nationality 27% -5 -8
24%

30%
My religion 28% -2 -11
19%

27%
My sexual orientation 47% +20 +30
57%

24%
My race 26% +2 -3
21%

The city, state, or region I 21%


live in
20% -1 +6
27%

20%
My economic status 19% -1 +5
25%

General Population Gay/Lesbian Planet Out Universe


Base: Total
(Q525) When thinking about all of the communities you may belong to, please indicate the extent to which each of those communities defines who you are as a person. Page 11
Opinions On Outing Celebrities/Politicians
• While a large majority of groups do not believe celebrities/politicians should be “outed” by the media, the majority of the
gay/lesbian group support the “outing” of those actively opposed to equal rights.

- Whether The Media Should Out Celebrities Not Open About Being Gay -

General Population 8% 18% 74%

Gay/Lesbian 8% 20% 72%

PlanetOut 12% 20% 68%

Yes Not Sure No

- Whether The Media Should Out Gay Celebrities That Are Opposed To Equal Rights -

General Population 33% 22% 45%

Gay/Lesbian 61% 13% 26%

PlanetOut 71% 8% 21%

Yes Don't Know No


Base: Total
(Q1480) Do you think the media should “out” or expose celebrities or politicians who are not open about being gay?
(Q1485) Do you think the media should “out” or expose celebrities or politicians who are secretly gay, but oppose equal rights for gays and lesbians? Page 12
Voter Behavior And Political Affiliation
• The gay/lesbian group skews heavily towards the liberal, democratic end of the political spectrum.

- Whether Registered To Vote –


General Population 89% 11%

Gay/Lesbian 93% 7%

PlanetOut 93% 7%

Registered To Vote Not Registered To Vote

- Political Affiliation* –
General Population 38% 20% 33% 9%

Gay/Lesbian 69% 17% 7% 7%

PlanetOut 72% 15% 8% 5%

Democrat Independent Republican Other

- Political Outlook –
General Population 28% 38% 34%

Gay/Lesbian 62% 26% 12%

PlanetOut 70% 22% 8%

Liberal Middle of the Road Conservative


Base: Total; *Among those registered
(Q1345) Are you currently registered to vote?
(Q1350) What party are you currently registered with?
(Q1355) In terms of your political outlook, do you usually think of yourself as...? Page 13
Methodology
• A 45-minute Internet-based survey was conducted among 2,259 respondents
across the following groups:
• 757 general gay and lesbian respondents drawn from the Harris Interactive panel
- This group provides insights into and serve as a benchmark of the general gay/Lesbian
market as a whole
• 1,502 general population interviews among adults from the Harris Interactive
panel
- This group serves as the “benchmark” for the overall market
• In addition, 3,156 PlanetOut subscriber and reader respondents, drawn from
email promotable lists provided by PlanetOut, were also surveyed
- The PlanetOut “universe” includes readers/subscribers of Out, The Advocate, gay.com,
out.com, planetout.com and outtraveler.com
- The universe was weighted to reflect the size of the email promotable lists from each
source

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