National Survey Shows Gay-Specific Marketing Practices May Influence Brand Loyalty and Purchase Decisions of Gays, Lesbians and Bisexuals

National Survey Shows Gay-Specific Marketing Practices May Influence Brand Loyalty and Purchase Decisions of Gays, Lesbians and Bisexuals

ROCHESTER, N.Y., Feb. 4 /PRNewswire/ -- According to a recent nationwide online survey, one in four (24%) gay, lesbian and bisexual (GLB) adults report that they always or often "like to keep up with the latest styles and trends," compared with 17 percent of heterosexual adults. Seventeen percent of GLB adults also state that they always or often "tend to upgrade to the latest model or version of a product," while 15 percent of their heterosexual counterparts do the same. When ordering mixed drinks, 36 percent of GLB respondents aged 21 and over say they always or often specify the alcoholic brand name, contrasted with 28 percent of non-gay respondents aged 21 and over.

These are a few highlights of a nationwide survey of 2,092 U.S. adults, of whom 107 have self-identified as gay, lesbian or bisexual. The survey was conducted online between December 8 and 15, 2004 by Harris Interactive(R), a worldwide market research and consulting firm, in conjunction with Witeck- Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the gay, lesbian, bisexual and transgender market.

The online survey also presented factors that would most influence GLB's loyalty to consumer brands. Specifically, when making purchasing decisions, they were asked how likely they were to consider a company's nondiscrimination and benefit policies, its advertising strategy, and other forms of corporate outreach.

Seven in 10 (70%) GLB respondents say they are extremely or very likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gays and lesbians. Half (51%) of GLB respondents also report they are extremely or very likely to consider brands that support nonprofits and/or causes that are important to them as GLB people.

These latest findings corroborate what earlier studies by Witeck-Combs Communications and Harris Interactive revealed -- particularly research conducted in May 2001 which concluded that 48 percent of GLB respondents "trust brands more if they are manufactured by companies that have progressive policies towards gay and lesbian employees." One-third (33%) of gay adults also agreed with the statement that they trust brands more if they incorporate gay or lesbian images into their advertising.(1)

The findings from this most recent Witeck Combs/Harris Interactive survey also suggest that gay-specific marketing practices can influence how GLB people connect with brands and form purchasing decisions:

* Almost two-thirds (64%) of GLB respondents say they are at least likely
to consider purchasing everyday household products and services from
companies that market directly to gays and lesbians over competing
brands that do not.

* More than two-thirds (69%) say they are at least likely to consider
purchasing services, such as legal advice or banking services, from
companies that market directly to gays and lesbians over competing
brands that do not.

* Half (51%) of the GLB people polled find advertising that is
informative, funny or witty and includes images of gay and lesbian
people either the most important or a very important factor that
influences their likelihood to consider a company's products or
services.

* Nearly half (48%) of all GLB respondents say they find it most important
or very important -- when considering products or services -- to see
advertising that is clearly tailored to a gay audience with gay imagery,
people or copy that speaks to them as a gay person and that appears in
both mainstream publications and gay publications.

* The most common ways GLB adults become aware of a company's reputation
for gay-friendliness is by word of mouth (45%), gay websites (29%) or
gay magazines or newspapers (29%).



"For several years, in-depth research has allowed us to measure consumer decision-making and to test what factors may truly influence gay consumers," said Jake Stafford, senior marketing strategist at Witeck-Combs Communications. "These new data confirm that a company's internal and external behaviors matter very much to gay households. Understandably, gays like to spend their money with companies that treat their gay employees equitably, value them as customers and represent them openly and accurately in marketing initiatives."

TABLE 1

KEEPING UP WITH STYLES AND TRENDS

"Now, we'd like to you to tell us how often you do the following. I like to

keep up with the latest styles and trends."

Base: All Adults
GLB Heterosexuals
% %
Always/often (NET) 24 17
Always 3 3
Often 21 14
Sometimes 42 48
Rarely/never (NET) 34 35
Rarely 24 29
Never 10 6


TABLE 2
KEEPING UP WITH LATEST PRODUCTS


"Now, we'd like to you to tell us how often you do the following. I tend to

upgrade to the latest model or version of a product."

Base: All Adults
GLB Heterosexual
% %
Always/often (NET) 17 15
Always 7 2
Often 10 13
Sometimes 57 59
Rarely/never (NET) 27 26
Rarely 25 23
Never 2 3


TABLE 3
ORDERING ALCOHOLIC BEVERAGES BY BRAND NAME
"When you order mixed drinks away from home, do you purchase or order a
specific brand of alcohol, or do you just mix or order the drink you want
without regard to the brand?"

Base: Adults aged 21 and over
GLB Heterosexual
% %
Often/Always order alcoholic beverage
by brand name (NET) 36 28
With mixed drinks, I always order an
alcoholic beverage by brand name 28 18
With mixed drinks, I often order an
alcoholic beverage by brand name 9 10
Sometimes/Never order alcoholic beverage
by brand name (NET) 43 41
With mixed drinks, I sometimes order an
alcoholic beverage by brand name 17 20
With mixed drinks, I never order an
alcoholic beverage by brand name 26 21
I do not consume alcoholic beverages 21 31


TABLE 3


INFLUENCE ON DECISION MAKING "Assume you have an interest in a specific product or service. Please rank in

order of importance the factor that most influences your likelihood to

consider that company's products or services, when you see an advertisement.

Please rank the statements from 1 to 5 where 1 is most important and 5 is
least important."

Percentages represent combined "1" and "2" responses

Base: GLB Respondents
%
The advertisement is informative, funny or witty and
includes images of gay and lesbian people 51

The very same advertisement, which is clearly tailored
to a gay audience with gay imagery, people or copy
that speaks to me as a gay person, appears in both
mainstream publications and in gay publications 48

The very same advertisement, which is not tailored
to a gay audience, appears in both mainstream publications
and in gay publications 44

The advertisement is informative, funny or witty but
does not speak to me specifically as a gay person 38

The advertisement is informative, funny or witty, but only uses
advertising copy to speak specifically to me as a gay person 18



TABLE 4
LIKELIHOOD OF CONSIDERING BRANDS OR PRODUCTS
"How likely are you to ... ?"

Base: GLB Respondents

Extremely Very Likely Somewhat Not At
Likely Likely Likely All
Likely
Consider brands that support
nonprofits and/or causes
that are important to you
as a gay, lesbian, bisexual
or transgender person % 28 22 14 28 7

Consider a brand that is
known to provide equal
workplace benefits for all
of their employees, including
gay and lesbian employees % 41 29 16 12 2

Consider purchasing everyday
household products and
services from companies that
market directly to gays and
lesbians over competing
brands that do not % 15 22 28 24 11

Consider purchasing services
such as legal advice or
banking services from
companies that market
directly to gays and
lesbians over competing
brands that do not % 23 20 25 20 11

Note: Percentages may not add up to 100% due to rounding.

TABLE 5
AWARENESS OF GAY-FRIENDLINESS


"If you wish to be aware about a company's reputation for gay-friendliness,

where do you look?"

Base: GLB Respondents
%
Word of mouth 45
Gay websites 29
Gay magazines or newspapers 29
Close friends 27
Gay and lesbian nonprofit organizations 20
Mainstream news sources 11
Advertisements by the company 7
Other general interest websites 7
Personal customer experience 5
Gay and lesbian chambers of commerce 5
Family members 5
Other 5

Note: Multiple-response question.

Methodology


Harris Interactive(R) conducted the study online within the United States between December 8 and 15, 2004, among a nationwide cross section of 2,092 adults, of whom 107 self-identified as gay, lesbian, or bisexual (GLB). Figures for age, sex, race, education, region and income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the results for the overall sample have a sampling error of plus or minus 3 percentage points. Sampling errors for GLB adults aged 18 and over (107) is plus or minus 10 percentage points. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order and weighting. It is impossible to quantify the errors that may result from these factors. This online sample is not a probability sample.

These statements conform to the principles of disclosure of the National Council on Public Polls.

Additional Note: Previous research conducted by Harris Interactive in conjunction with Witeck-Combs Communications, Inc. queried gay, lesbian, bisexual and transgendered (GLBT) self-identified respondents. Although we remain interested in the consumer attitudes and characteristics of transgendered individuals, for accuracy and consistency we distinguish sexual orientation from gender identity. In addition, given the low incidence of response from transgendered individuals, it is extremely difficult to draw conclusions from the data captured.

About Witeck-Combs Communications, Inc.

Witeck-Combs Communications, Inc. (http://www.witeckcombs.com/) is the nation's premier strategic marketing communications firm, specializing in reaching the gay and lesbian consumer market. With over nine years experience in this unique market, Witeck-Combs Communications has developed respected relationships throughout the community and serves as a bridge between corporate America and gay and lesbian consumers. In April 2003, American Demographics magazine identified Bob Witeck and Wes Combs as two of 25 experts over the last 25 years who have made significant contributions to the fields of demographics, market research, media and trendspotting for their pathbreaking work on the gay and lesbian market.

About Harris Interactive(R)

Harris Interactive Inc. (http://www.harrisinteractive.com/), the 15th largest and fastest-growing market research firm in the world, is a Rochester, N.Y.-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll(R) and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results.

Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through U.S. offices and wholly owned subsidiaries: London-based HI Europe (http://www.hieurope.com/), Paris-based Novatris (http://www.novatris.com/), Tokyo-based Harris Interactive Japan, through newly acquired WirthlinWorldwide (http://www.wirthlinworldwide.com/), a Reston, Virginia-based research and consultancy firm ranked 25th largest in the world, and through an independent global network of affiliate market research companies. EOE M/F/D/V

To become a member of the Harris Poll Online(SM) and be invited to participate in future online surveys, visit http://www.harrispollonline.com/.

(1) Harris Interactive(R) conducted this online survey in the U.S. between
May 3 and 16, 2001 among 2,692 adults aged 18 and over, of whom 128
self-identified as gay, lesbian, bisexual or transgender. Sampling
error is plus or minus 2 percentage points.


Press Contacts:

Nancy Wong
Harris Interactive
585-214-7316
nwong@harrisinteractive.com

Kelly Gullo
Harris Interactive
585-214-7172
kgullo@harrisinteractive.com

Jake Stafford
Witeck-Combs Communications
202-887-0500 ext. 16 or (cell) 202-215-2210
jstafford@witeckcombs.com


Source: Harris Interactive Inc.

CONTACT: Nancy Wong, +1-585-214-7316, nwong@harrisinteractive.com, or
Kelly Gullo, +1-585-214-7172, kgullo@harrisinteractive.com, both of Harris
Interactive; or Jake Stafford, Witeck-Combs Communications, +1-202-887-0500
ext. 16 or cell, +1-202-215-2210, jstafford@witeckcombs.com

Web site: http://www.harrisinteractive.com/
http://www.witeckcombs.com/


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