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Gay and Lesbian Adults are Avid Blog Readers and Social Networkers
- 8-11-2010
- Categorized in: Social Media
Are you looking to reach a gay and lesbian target audience? In a new study, it was found that Gay and Lesbian Adults Are More Likely and More Frequent Blog Readers.
At 54%, more than half of gay men and lesbians read blogs compared to only 40% of heterosexuals. When it came to news and current issue blogs, 36% of gay men and lesbians reported reading these types of blogs compared to only 25% of heterosexual adults.
For content relevant blogs tailored specifically for gay and lesbian news and interests, 35% reported they read gay and lesbian specific blogs. Of those, 53% visit these blogs weekly and 19% visit these blogs daily.
In fact, Michael Rogers was quoted as saying "My own work tells me gay men and lesbians have tremendous need and appetite for authentic gay news and information, and they want it fast. As director of the National Blogger and Citizen Journalist Initiative, I work with scores of bloggers to enhance skills, improve delivery and content and grow connections with a very receptive lesbian, gay, bisexual and transgender audience across the U.S."
With social networking sites, the story is the same. For Facebook, 73% of gay men and lesbians participate compared to 65% of heterosexual adults. Within LinkedIn, 22% of gay men and lesbians report being members compared to 16% of heterosexual adults. On Twitter, 29% of gay men and lesbians are members while only 15% heterosexuals report the same.
As for frequency, 55% of gay men and lesbians visit social network sites and 3 out of 10 visit multiple times a day while only 41% heterosexual adults visit social network sites daily and only 17% visit more than once a day.
These studies were based on a nationwide survey of 2,412 U.S. adults (over 18 years), taken between June 14th to June 21st, 2010 of which 271 self-identified as gay or lesbian.
If your business would like to reach the gay and lesbian marketplace, social media and networking is the place to be to communicate with this consumer group.
DETAILED TABLES & CHARTS
(Based on Harris Interactive research, reference: http://www.prnewswire.com/news-releases/gay-and-lesbian-adults-are-more-likely-and-more-frequent-blog-readers-98317299.html)
|
TABLE 1 BLOG READERSHIP "What types of blogs do you read?" Base: All adults |
|||||||||
|
Nov. 2006 |
March 2008 |
May 2009 |
June 2010 |
||||||
|
Gays and Lesbians |
Hetero-sexuals |
Gays and Lesbians |
Hetero-sexuals |
Gays and Lesbians |
Hetero-sexuals |
Gays and Lesbians |
Hetero-sexuals |
||
|
% |
% |
% |
% |
% |
% |
% |
% |
||
|
Read Blogs (NET) |
32 |
26 |
51 |
36 |
55 |
38 |
54 |
40 |
|
|
News/current issues blogs |
12/9* |
9/7 |
28 |
19 |
34 |
22 |
36 |
25 |
|
|
Personal blogs |
17 |
12 |
31 |
15 |
32 |
17 |
28 |
19 |
|
|
Political blogs |
12 |
8 |
23 |
14 |
28 |
14 |
22 |
14 |
|
|
Sports blogs |
2 |
5 |
6 |
13 |
NA |
NA |
NA |
NA |
|
|
Entertainment/pop culture blogs |
8/4* |
6/3 |
26 |
11 |
25 |
15 |
25 |
16 |
|
|
Music blogs |
5 |
4 |
14 |
6 |
11 |
7 |
16 |
6 |
|
|
Travel blogs |
n/a |
n/a |
11 |
6 |
14 |
8 |
16 |
8 |
|
|
Gay and Lesbian blogs |
19 |
- |
30 |
- |
30 |
- |
35 |
- |
|
|
I do not read any blogs |
68 |
74 |
49 |
64 |
45 |
62 |
46 |
60 |
|
|
N/A indicates not asked; "-" indicates no response * Please note, in 2006, news and current issues were asked separately as were entertainment and pop culture |
|||||||||
|
TABLE 2 FREQUENCY OF VISITING BLOGS "On average, how often do you visit the bogs you read?" Base: Read (specific) Blogs |
||||||||
|
May 2009 |
June 2010 |
|||||||
|
At Least Once a Week (NET) |
At Least Once a Month (NET) |
Less than Once a Month |
At Least Once a Week (NET) |
Daily |
At Least Once a Month (NET) |
Less than Once a Month |
||
|
% |
% |
% |
% |
% |
% |
% |
||
|
Personal blogs |
||||||||
|
Gays and Lesbians |
53 |
33 |
13 |
42 |
20 |
52 |
6 |
|
|
Heterosexuals |
52 |
34 |
14 |
61 |
24 |
28 |
11 |
|
|
News/Current Issues blogs |
||||||||
|
Gays and Lesbians |
72 |
17 |
11 |
71 |
24 |
28 |
2 |
|
|
Heterosexuals |
59 |
31 |
9 |
58 |
25 |
30 |
12 |
|
|
Political blogs |
||||||||
|
Gays and Lesbians |
67 |
29 |
4 |
58 |
28 |
39 |
3 |
|
|
Heterosexuals |
57 |
32 |
11 |
63 |
20 |
28 |
9 |
|
|
Entertainment/pop culture blogs |
||||||||
|
Gays and Lesbians |
55 |
34 |
11 |
46 |
29 |
51 |
2 |
|
|
Heterosexuals |
57 |
30 |
14 |
51 |
16 |
36 |
13 |
|
|
Gay and Lesbian blogs |
||||||||
|
Gays and Lesbians |
58 |
29 |
12 |
53 |
19 |
34 |
12 |
|
|
Note: Data for Music blogs, Travel bogs are not included as sample size of those who read these blogs is too small |
||||||||
|
TABLE 3 MEMBER OF SOCIAL NETWORKING SITES "Are you a member of the following social networking sites?" Percent saying "Yes" Base: All adults |
|||||||||||
|
May 2009 |
June 2010 |
||||||||||
Total |
Gays and Lesbians Total |
Gays |
Lesbians |
Heterosexuals |
Total |
Gays and Lesbians Total |
Gays |
Lesbians |
Heterosexuals |
||
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
% |
||
|
|
47 |
55 |
50 |
65 |
46 |
65 |
73 |
74 |
70 |
65 |
|
|
MySpace |
32 |
43 |
44 |
41 |
30 |
23 |
32 |
33 |
31 |
22 |
|
|
|
13 |
23 |
23 |
23 |
13 |
16 |
22 |
24 |
18 |
16 |
|
|
Plaxo |
6 |
9 |
11 |
4 |
6 |
3 |
8 |
8 |
8 |
3 |
|
|
TABLE 4 MEMBER OF TWITTER Twitter is a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question – what are you doing. Are you a member of Twitter? Base: All Adults |
|||||||
|
May 2009 |
June 2010 |
||||||
Total |
Gays and Lesbians |
Heterosexuals |
Total |
Gays and Lesbians |
Heterosexuals |
||
|
% |
% |
% |
% |
% |
% |
||
|
Yes |
13 |
20 |
12 |
16 |
29 |
15 |
|
|
No |
87 |
80 |
88 |
84 |
71 |
85 |
|
|
TABLE 5 FREQUENCY OF VISITING SOCIAL NETWORKING SITES "Overall, in a typical month, how often do you visit these social networking sites?" Base: Member of social networking site |
|||||||||||
|
May 2009 |
June 2010 |
||||||||||
|
Total |
Gays and Lesbians Total |
Gays |
Lesbians |
Hetero-sexuals |
Total |
Gays and Lesbians Total |
Gays |
Lesbians |
Hetero-sexuals |
||
|
% |
% |
% |
% |
% |
% |
% |
% |
% |
% |
||
|
At least weekly (Net) |
65 |
65 |
66 |
60 |
66 |
71 |
81 |
81 |
81 |
71 |
|
|
At least monthly (Net) |
21 |
21 |
20 |
22 |
21 |
17 |
11 |
11 |
11 |
17 |
|
|
Less than once a month |
14 |
15 |
14 |
17 |
14 |
12 |
8 |
8 |
8 |
12 |
|
|
TABLE 5A FREQUENCY OF VISITING SOCIAL NETWORKING SITES - DAILY "Overall, in a typical month, how often do you visit these social networking sites?" Base: Member of social networking site |
||||||
|
June 2010 |
||||||
|
Total |
Gays and Lesbians Total |
Gays |
Lesbians |
Hetero-sexuals |
||
|
% |
% |
% |
% |
% |
||
|
Daily (Net) |
42 |
55 |
52 |
63 |
41 |
|
|
Several times per day |
18 |
29 |
28 |
31 |
17 |
|
|
At least once per day |
24 |
27 |
24 |
32 |
24 |
|
|
TABLE 6 FEELINGS TOWARD ADVERTISING ON SOCIAL NETWORKING SITES "How do you feel towards advertisements found on social networking sites?" Base: All adults |
|||||
|
May 2009 |
June 2010 |
||||
|
Gays and Lesbians |
Heterosexuals |
Gays and Lesbians |
Heterosexuals |
||
|
% |
% |
% |
% |
||
|
Positive (Net) |
6 |
12 |
9 |
8 |
|
|
Neither Positive nor negative |
63 |
57 |
46 |
56 |
|
|
Negative (Net) |
31 |
31 |
45 |
37 |
|
