Those responding in a new survey of LGBT consumers insisted that sexy ads images like these are less effective than "pride" or "cuddly" images
Are you a "super gay"? Maybe a "habitater" or part of the "gay mainstream"? Then again, a few of you are probably among the "party people" or even among the "closeted".
Those are the categories that a marketing research company came up with as shorthand to describe the population of all of us, based on -- well... "926 online and intercept surveys."
New American Dimensions conducted the survey in June. A summary released this month of the results provides details that range far beyond those silly categories. It is available here in pdf format.
The survey analysts advise businesses in a bullet point
Gays and Lesbians reward companies that support. Corporate support can range from offering GLBT partner benefits to employees to placing gay themed ads and content in traditional media.
But that doesn't seem to be reflected in all of their results. Car brands that are considered 'best for LGBT community" (Subaru -- 60%, Volvo -- 22%, and VW -- 12%) don't show up in the list of "favorite auto brands."
Instead of the good-for-us companies, Toyota is most favored by 30%, Honda by 22%. Ford (16%), BMW (15%), and Chevy (14%) take third in a statistical tie.
Among banks Seattle-based WaMu hasn't had much good news lately, given the much-discussed mortage meltdown, but at least they can count on good credibility among LGBT consumers. Bank of America (at 19%) and WaMu (at 18%) were most often considered "best bank for the LGBT community".
In that category, at least, Bank of America also gets the business of those who think it's 'best for the community'. It's the primary bank for 16% of respondents, a local credit union is home to the money of 15%, while Wells Fargo serves the banking needs of 7%.
Among all ethnic groups, Hispanics are "most comfortable about their gay identity (69% indicating 'being gay is a big part of who I am and what I do.' versus 34% of whites and 42% of AA’s)."
Hispanic gays and lesbians prefer to hang out in completely gay parties or bars.
Fewer Hispanics mention being discriminated against for being gay, although they do feel much safer in gay neighborhood.
Hispanic gays and lesbians tend to be single (55% vs. 37 for Caucasians) and few have or plan to have children.
Among those in relationship, partners are more ethnically diverse.
Hispanic gays and lesbians describe themselves as down-to-earth and cautious.
Hispanics spend more on dining out compared to other groups.
Markedly more have shared credit cards and are more likely to save money in a CD.
The point of these surveys, of course, is to help advertisers target us in ways that gets us to by their products. And advertisers seem to like putting folks into neat categories. Thus, we have the five categories presented by New American Dimensions. But the market-surveyers argue that their categories should prompt businesses to take more diverse approaches when trying to reach the LGBT markets.
Marketers who whish to connect with Gays and Lesbians should not presume a one-size-fits-all approach.
In presenting our five distinct gay and lesbian segments -- Super Gays, Habitaters, Gay Mainstream, Party People and Closeted -- marketers have a tool for better understating the dimensions of the gay and lesbian consumer. Now companies can develop a strategy around which segment they may best connect with. Messages, imagery and media can be tailored to connect appropriately.
Oh, and the categories (just in case you're wondering where you might fit in):
Super Gays: Highest in OUTNESS & perceived discrimination; Highly affiliated and supportive of LGBT communities; Educated and sophisticated activists (most likely male)
Habitaters: Serious, responsible, down-to-earth, and older (mostly likely female); Having stable relationships and most concerned about children and HIV issues; Living in suburb of big cities, own homes, and maintain shared financial accounts particularly mortgage accounts; Nesters, consuming TV most, particularly love life, food, and relationships; Regard domestic partner benefits offered by companies as most important corporate relationship builder.
Gay Mainstream: Complex yet simple full-time workers who acknowledge the great impact of “coming out”; Consuming a mix of mainstream and gay media but most into gay movies & pop music.
Party People: Youngest to “come-out”; Although being gay is a big part of their identity, few think “coming out” had a great impact on their life; Cutting edge, youthful, and risk-taking party-goers who typically live in urban areas; Lowest in education and most likely into R&B/Hip-Hop/Reggae music and luxury cars; Spend most money on travel, fashion, & personal pampering.
Closeted: Almost completely in the closet with lowest gay identity; Older, traditional, & introverted sideliners; Likely single, Chevy owners, living in small towns/rural areas, hanging out with straight friends, and not affiliated with LGBT organizations; Mostly consuming main stream media & surfing straight websites.
