The prominence of the LGBTQ community has grown over the past couple years. With the recent legalization of same-sex marriage throughout the country, the LGBTQ community has garnered a lot attention. According to Facebook, from October 2014 to October 2015 nearly 800 thousand Americans updated their profile to express same-gender attraction or custom gender. Marketers should know what considerations to take when targeting LGBTQ consumers.
Avid Smartphone Users
LGBTQ adults are significantly more likely than heterosexuals to spend more time on a variety of smartphone apps. For example, reading and news apps have the highest concentration of LGBTQ consumers, according to Experian’s “Marketing Out Loud” study.
LGBTQ consumers are 2.2 times more likely than average to say “I usually carry many devices with me.” They are also twice as likely to say they need to be connected to the internet from the moment they wake up until the moment they go to bed.
LGBTQ adults are 1.6 times more likely to say they like to stand out in a crowd. Additionally, they are 1.4 times more likely to say people often copy what they do or wear and 1.5 times more likely to post ratings or reviews online.
Thirty-four percent of LGBTQ adults say they “very often” use another device or consume media from another source when watching television, making them 14 percent more likely than heterosexuals to routinely media multitask.
Seventy-nine percent of LGBTQ consumers say they are online shoppers, according to a Community Marketing and Insights LGBTQ community survey.
Motivate, the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments, for reaching the LGBTQ community through authentic, relevant and targeted media. You need a trusted media partner that understands the impact of changing demographics and helps you navigate the marketing maze. We understand the nuances and intricacies of the LGBTQ market and have the resources and expertise to ensure maximum buying power, impact and ROI.
Sources: Community Marketing and Insights, Experian, Facebook