Black lesbian, gay, bisexual and transgender (LGBT) internet users in the US are paying more attention to LGBT digital media, according to polling by Community Marketing Inc.
While the March 2014 study found that LGBT print media usage among US black LGBT internet users had remained relatively stable over the 12 months leading up to polling, LGBT websites and blogs as well as email newsletters had expanded their reach, with respondents saying their interaction with such media had increased 37% and 24%, respectively.
Black LGBT internet users showed a heavy preference toward Facebook actions compared with other digital activities, with the majority having “liked” a business on Facebook in the week leading up to polling. Clicking on a Facebook ad was the second most common digital activity among respondents, cited by 39%.
Possibly a result of their increase in LGBT digital media usage, those in the survey were more likely to click on a website banner ad on an LGBT website than advertising displayed on general websites or in mobile apps.
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