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Lesbian, gay, bisexual and transgender (LGBT) consumers show a high level engagement with many key digital activities, especially media consumption. A Community Marketing Inc. (CMI) survey conducted in June 2013 found that a substantial proportion of gay males and lesbians in the US had engaged in a variety of media activities over the seven days prior to the survey. The most common activity among the men and women polled was visiting LGBT sites and blogs, at 67% of gays and 58% of lesbians. And when responding to a separate question, more than one-third of LGBT web users said they’d increased their visits to these sites in the past year.
Network and cable TV came in as the second most popular media activity engaged in over the previous week, followed by mainstream sites and blogs.
While LGBT sites and blogs ranked first, media not focused around sexual orientation was very popular and took the next three spots. Additionally, 41% of gay men had read LGBT email newsletters during the past week, and half had read regional LGBT publications. Among lesbians, email newsletters were slightly more popular, at 45% of respondents, while 42% consumed LGBT regional publications.
Overall, gay men showed a higher incidence of consuming nearly all media than lesbians.
There was also a fair amount of receptivity to advertising among LGBT consumers. About four out of 10 gays, lesbians and bisexual men and women had “liked” a business on Facebook. And 34% of these men and 27% of the women surveyed had clicked on a Facebook ad.
But notably, 27% of gay and bisexual men and 31% of lesbian and bisexual women had engaged in none of the ad-related activities in the CMI survey.
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