Research Design
Who Did We Target?
What Was the Methodology?
› 15 minute online survey conducted in February-March 2014
› African American LGBTs, over age 18, residing in the United States
› 15 minute online survey conducted in February-March 2014
› Respondents were recruited from CMI’s proprietary research panel and from African American/Black LGBT Media, Pride and nonprofit partner organizations
› Respondents were entered into a drawing for one of five $100 prizes in recognition of their
› Importantly, our sample reflects the readership/membership of this broad range of LGBT focused media outlets, organizations and events. This means that the results summarized here are highly representative of African American LGBTs interacting with media and organizations in the community.
› Respondents were entered into a drawing for one of five $100 prizes in recognition of their time to participate in the study.
› At completion 2,058 African American LGBTs meeting the selection criteria completed the survey.
Who did we talk to?
LGBT African American / Black US residents who
with
African American / Black media or events
Base: All LGBT n=2,058
Who did we talk to?
Total exceeds 100% as respondents were able to make multiple selections.
About two thirds of the African American LGBTs in the study are out to most friends and family, with women more likely to be fully out than men. Few of the participants are closeted, although about a third of participants are not out to everyone.
How “out” are you?
(Check what best applies)
Gay and Bisexual Men
Lesbians and Bisexual Women
Under 35
45 and Over Fully out to all / most family, friends and coworkers Out to some people in my life, but not everyone I am largely closeted, not out to many people Other / Prefer not to answer
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670; Under 35 n=838; 45 and Over n=749
For those participants at least partially “out,” very few are out to coworkers. Only about half report being out to their parents. Most participants report being “not out” to at least some people in their lives.
How “out” are you?
(Check that which best applies)
Gay and Bisexual Men
Lesbians and Bisexual Women
Fully out to all / most family, friends and coworkers Out to some people in my life, but not everyone I am largely closeted, not out to many people Other / Prefer not to answer
Base: *(Men) Gay and Bisexual Men n=1,165; *(Women)Lesbians and Bisexual Women n=670; Under 35 n=838; 45 and Over n=749
Participants feel positively toward corporations that include African American imagery in their communications. Very few feel that corporate America does a good job outreaching to the African American LGBT community.
Do you agree or disagree question these statements?
I feel more positive towards companies that include African American / Black imagery in their outreach communications
Corporate America does a good job outreaching to the overall LGBT Community
Corporate America does a good job outreaching to the overall African American / Black Community
Corporate America does a good job outreaching to the African American / Black LGBT Community
Base: All LGBT n=2,058
Fewer than half of participants indicated that they connect with both the African American and LGBT communities, with others connecting more with one community over the other.
Do you connect more with the African American/Black community, the LGBT community, or both? (Choose the one which best applies)
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670; Under 35 n=838; 45 and Over n=749
GAY/ BI MEN LESBIANS/ BI WOMEN
African American LGBT participants are trending higher in interacting with LGBT websites over the past 12 months, while interaction with LGBT print media is holding steady. Has your interaction with LGBT media (newspapers, websites, etc.) changed over the past 12 months?
Among All Participants
Reading LGBT email newsletters
Visiting LGBT websites / blogs
Reading LGBT national magazines
Base: All LGBT n=2,058
Reading LGBT newspapers
Facebook is very popular with African American participants across all age ranges. Advertising interaction with Facebook exceeds other electronic media.
In the past 7 days have you...? (Please select all that apply)
"Liked" a business on Facebook
Clicked on a Facebook ad
Clicked on a website banner ad on LGBT website
"Checked-in" at a business to get deals / discounts
Forwarded an advertisement to a friend
Shared or retweeted a commercial ad or announcement
Purchased a deal from Groupon, Living Social, etc.
Clicked on a website banner ad on general population website
Clicked on a mobile app ad
Scanned a QR "tag" with your smartphone None
Smartphone ownership is near universal in the African American LGBT community, but especially among those under age 35. Use of landlines and home desktop computers is very limited with those under age 35. Do you own or use any of the following communication tools for your personal communication (not work). Check all that apply
Base: Under 35 n=838; 45 and Over n=749
Over the past 12 months, participants purchased a wide range of consumer products. While there were some gender differences for individual products, the overall spending differences between African American LGBT men and women were minimal.
Top Purchases, Past Year
Gay and Bisexual Men
Lesbians and Bisexual Women
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670
Participants are indicating higher trends for purchasing tickets for performing arts, major vacations, furniture and salon services.
Which of the following do you plan to purchase in the next 12 months?
Tickets for performing arts (music, theatre, etc.)
Vacation of 5 nights or more
Furniture
Salon services or spa treatments
Smartphone (iPhone, Android, etc.)
High Definition Television (HDTV)
Laptop computer
Major kitchen appliance(s)
Tablet computer (ipad, etc.)
Purchased or leased a new automobile
Primary Residence
Video game console (PS3, Nintendo Wii, XBox,…
Desktop computer for home
Cosmetic enhancement (surgical or non-surgical)
Vacation Home
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670
and Bisexual Men
Starbucks and Target are the top two brands from which the African American LGBT community has made a conscious decision to purchase, because of their pro-LGBT policies and practices.
Which companies or brands have you made a conscious decision to purchase from because of their pro-LGBT policies or practices? Past Year (OPEN-END VERBATIM WRITE-IN RESPONSES)
Base: All LGBT n=439
By far, Chick-Fil-A is the brand most likely to be boycotted by the African American LGBT community.
Which companies or brands have you boycotted because of their anti-LGBT policies or practices?
Past Year (OPEN-END VERBATIM WRITE-IN RESPONSES)
Base: All LGBT n=900
Chick-Fil-A Barilla Salvation Army Wal-Mart Exxon Mobile Cracker Barrell Papa John's
Most participants have health and auto insurance. Not surprising, all types of insurance ownership increases with age.
Which of the following types of insurance do you have, if any (Mark all that apply)
Base: Under 35 n=838; 45 and Over n=749
African American LGBT participants use a variety of financial services. The majority of African American LGBT participants under 35 currently have student loans.
Which of the following banking or financial services do you use?
(Mark all that apply)
Checking account
Savings account
Student loans
Retirement account of any kind
Assistance preparing taxes
Online stock purchases
Home mortgage
Other type of loan
Planning services from a bank or financial institution
Planning services from independent financial planner
Home equity loan
Business loans
None of the above
Base: Under 35 n=838; 45 and Over n=749
35
African American LGBTs are customers of a wide variety of financial service companies, with no single company taking a substantial market lead.
Which of the following financial institutions or credit card companies are you a customer of, if any? (Mark all the apply) Among All Participants
Body weight is the number one health concern of both male and female African American LGBTs. After body weight, the health concerns of the men and women are very different. Gay and bisexual men are most concerned about HIV and STDs, while lesbians and bisexual women have more mental health and heart disease concerns.
On a 5-point scale, which of the following health issues are you most concerned about for you personally?
% Very or Somewhat Concerned • Slide 1 of 2
Base: *(Men) Gay and Bisexual Men n=1,165; *(Women) Lesbians and Bisexual Women n=670
When analyzed by age, body weight is still the number one concern for both young and old. Depression and mental health concerns resonate more with younger LGBTs.
On a 5-point scale, which of the following health issues are you most concerned about for you personally?
% Very or Somewhat Concerned • Slide 2 of 2
Base: Under 35 n=838; 45 and Over n=749
For African American LGBTs, discrimination is the top political/social concern, with both racial discrimination and LGBTQ discrimination being equally important. Issues such as poverty and affordable healthcare are far more important than government regulation and taxes.
On a 5-point scale, which of the following political and social issues are you most concerned about?
% Very or Somewhat Concerned LESBIANS/
African American gay and bisexual men are more likely to drink spirits than wine and beer. Among lesbians and bisexual women, sprits and wine are more equally consumed. In general, beer underperforms in the African American LGBT community.
Average # of Drinks Consumed in Past 7 Days
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670; Under 35 n=838; 45 and Over n=749
Participants indicated that they are most likely to define themselves as warm weather travelers, followed by visiting friends/family travelers and urban core travelers.
Looking back at all your travel over the last three years, what “kind” of traveler are you? (Please mark all that apply)
LESBIANS/ BI WOMEN GAY/ BI MEN
Base: Gay and Bisexual Men n=1,165; Lesbians and Bisexual Women n=670; Under 35 n=838; 45 and Over n=749
Participants take about 2.5 leisure trips per year and are most likely to stay at a mid-range hotel. Younger African American LGBTs are just as likely to travel as older LGBTs.
How many total trips did you take in the past 12 months, where you stayed in paid accommodations at least one night?
Average # Trips, Past 12 Months
When traveling for leisure or vacation in the past 12 months, what type of accommodation did you most often book?
LESBIANS/ BI WOMEN GAY/ BI MEN
Under 35 45 and Over Base:
Stayed free with family or friends
hotel
hotel Rented apartment / condo / house My own time-share or fractional ownership unit
Among all African American LGBT participants, the NBA enjoys the top attendance rate among all sports leagues surveyed. Among African American Lesbians and Bisexual women, 22% indicated attending a WNBA game and 42% watched a WNBA game.
Which sports leagues’ games have you watched (TV, online or other) or attended live at a stadium in the past 12 months? (Please select any that apply)
Base: All LGBT n=2,058
Over half of African American LGBTs watch professional sports, especially the NFL and NBA.
Which sports leagues’ games have you watched (TV, online or other) in the past 12 months?
(Please select any that apply)
Gay and Bi African American Men
Lesbians and Bi African American Women
Base: Lesbians and Bisexual Women n=670; Gay and Bisexual Men n=1,165
As a write-in questions, participants were asked what corporate America should do to better outreach to the African American LGBT community. Responses were categorized and counted for research purposes.
What should companies do to better reach the African American/Black LGBT Community?
“Become more knowledgeable and accepting of the differences in the community.”
“Have non stereotypical images of Black LGBT Community reflected in their company's marketing and represented in their company culture.”
“Increase visibility within those communities through event sponsorships, community responsibility programs, brand ambassadors that come from the community to promote the companies programs and products.”
“Show their support, and send out deals or special promotions.”
Acknowledge and Truly Understand (Non-Stereotypical Communications) Feature AA* LGBTQ Imagery Target Marketing in AA*/Black LGBT Media Diversity and Sensitivity in the Workforce Sponsor, Advertise and Host AA*/Black/LGBT Events Outreach and Support AA*/Black /LGBT Organizations Feature Advertising in Mainstream Media Provide Deals and Special Promotions Outreach and Support General AA*/Black Organizations Advertise and Market in Social Media
Base: All LGBT n=1,335 (*AA=African American)
