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Social Media Usage by the Gay and Lesbian Community
Posted in Social media on 23rd August 2010 at 12:33 pm
According to research by Harris Interactive of 2,412 U.S. adults (aged 18 and over), the LGBT (lesbian, gay, bi and transgender) community is more active on social networks than heterosexuals. Aside from being more active on Facebook and Twitter, they also more likely to read blogs – and as a result most likely to be receptive to social media marketing.
- 54% of the gay men and lesbians surveyed read some type of blog, compared to only 40% of heterosexuals.
- 36% of gay and lesbian adults read news and current issue blogs, compared to 25% of heterosexual adults.
- 25% of gay and lesbian adults read entertainment and pop culture blogs, compared to 16% of heterosexuals.
- 35% of all lesbian and gay male adults report they read blogs about gay and lesbian news and interests. 53% of these blog readers also visit gay and lesbian blogs weekly, and 19% do so daily.
- 73% of gay and lesbian adults are members of Facebook, compared to 65% of heterosexuals.
- 22% of gay and lesbian respondents were members of LinkedIn, while 16% of heterosexual adults said they were members.
- 29% gay men and lesbians reported they were members of microblogging site Twitter, while only 15% of heterosexual adults said they were.
- 55% of gay men and lesbians say they visit social network sites at least once a day.Only 41% of heterosexual adults shared this frequency.
- Three out of ten gay men and women also say they visit website several times a day, while only 17% of heterosexuals do the same.
Our own recent research on the LGBT online market confirms similar trends in the UK and South Africa. Marketers interested in engaging the gay and lesbian consumer should look towards leveraging social media marketing and platforms to engage with them – and ultimately attract the pink dollar, pound or rand. Also, by studying gay and lesbian social media trends (such as the sites they frequent, the content they read, the people and brand that they connect with, their level of engagement, etc.) brands will be able to identify marketing and communication opportunities that may have otherwise gone unnoticed.
by Gino Cosme
4 Comments
How do Gay and Lesbians Use Social Media? | Gino Cosme on 23rd November 2010 at 15:08 pm:
[...] more about this LGBT study here (as well as the comparative stats to [...]
Daryl on 1st December 2010 at 04:22 am:
These stats are inaccurate for one reason: look at the overall statement, and what the point seems to be. “We the gay and lesbian community is clearly more informed and connected then the heterosexual world. Isn’t it grand to be us?”
Natasha's blog on 4th March 2011 at 00:13 am:
[...] media is the LGBT community. LGBT stands for “lesbian, gay, bisexual, and transgender” people. According to research by Harris Interactive of 2,412 U.S. adults (aged 18 and over), the LGBT community is more active on social networks than [...]
We are connected « HalfCake on 23rd March 2011 at 21:36 pm:
[...] http://www.cosmediaconsulting.com/blog/social-media/social-media-usage-by-the-gay-and-lesbian-commun... Comments RSS feed LikeBe the first to like this post. [...]