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Advertisers trying to engage lesbian, gay and bisexual internet users may want to have Facebook on their radar. In a June 2014 study by Community Marketing Inc. (CMI), 88% of US lesbian and bisexual female internet users said they used Facebook for personal communications, and 79% of gay and bisexual males reported the same.
Further results highlighted an opportunity for advertisers to take advantage of lesbian, gay and bisexual internet users’ time with Facebook. When asked about their interactions with advertisements in the seven days leading up to polling, 51% of gay and bisexual men and 55% of lesbian and bisexual women said they had “liked” a business on Facebook—the most popular response from each group. Clicking on a Facebook ad ranked second among both groups, cited by 45% of gay and bisexual males and 36% of lesbian and bisexual women. In comparison, 39% of the former and 28% of the latter had engaged with a website banner ad in the past week.
Looking at lesbian, gay, bisexual, and transgender (LGBT) media usage, CMI found that LGBT websites and blogs had seen the biggest increase in interaction from gay and bisexual men and lesbian and bisexual women, with 28% and 39%, respectively, saying they had upped their interaction with said media in the past 12 months. But being digital didn’t guarantee steady interaction for all types of media: Respondents were more likely to have decreased than increased LGBT dating website or app usage.
LGBT mobile apps saw a slight rise in usage, with gay and bisexual males more likely to have upped engagement. LGBT email newsletters also saw interaction increase, especially among lesbian and bisexual females. While print LGBT newspaper and magazine usage held relatively steady among lesbian and bisexual women, gay and bisexual men showed a small drop in usage.
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