US LGBT Market Report. LGBT US respondents

Transcription

1 US LGBT Market Report LGBT US respondents

2 Gender 9 87% 68% 45% 23% 11% 2% Man Woman Other/Intersex 2

3 Q2. What is your age? 3 23% 21% 24% 2 15% 11% 15% 8% 3% 4% Under

4 Q3. How do you describe yourself? 8 74% % 7% 4% 1% 2% Gay Lesbian Bisexual Queer Heterosexual/Straight Other 4

5 Q4. Which of the following best describes your relaqonship status? 6 58% 45% 3 24% 15% 12% 6% Single With partner, living separately With partner, living together Other 5

6 Q5. The length of your current relaqonship is? 6 56% 45% 3 15% 4% 3% 7% Not currently in relaqonship Less than six months 6-12 months 1-2 years 3-5 years 6-10 years years More than 20 years 7% 7% 8% 8% 6

7 Q7. Which most closely reflects your situaqon? 7 62% 53% 35% 18% 17% 13% 7% Hope to enter CPMarriage in future Do not intend to enter CP/Marriage Have already entered a CP/marriage Other 7

8 Q8. What about parenqng? 5 38% 39% 44% 25% 13% 7% 1 Parent children live with me Parent children live elsewhere Not parent but intend to Not a parent, no intenqon 8

9 Q14. Which of the following describes your highest completed level of educaqon completed 4 34% % 24% 1 4% 11% 5% Up to 4 years of high school High school graduate Technical/trades course University degree Postgraduate degree Other postgraduate qual 9

10 Facebook use % 2 21% 15% 11% 11% 8% 7% Many Qmes every day A few Qmes each day Once a day Once every few days Less frequently Rarely/Never 10

11 Google+ (social network) 8 71% % Many Qmes every day 4% A few Qmes each day 3% Once a day 6% Once every few days 11% Less frequently Rarely/Never 11

12 YouTube % 21% 15% 16% 13% 8% 9% 9% Many Qmes every day A few Qmes each day Once a day Once every few days Less frequently Rarely/Never 12

13 Twicer 7 62% 53% 35% 18% 6% Many Qmes every day 4% A few Qmes each day 6% Once a day 8% Once every few days 15% Less frequently Rarely/Never 13

14 Google (search) 6 53% 45% 3 26% 15% Many Qmes every day A few Qmes each day 8% Once a day 8% Once every few days 1% Less frequently 4% Rarely/Never 14

15 Bing 7 68% 53% 35% 18% 4% Many Qmes every day 5% A few Qmes each day 2% Once a day 7% Once every few days 14% Less frequently Rarely/Never 15

16 Yahoo 5 47% 38% 25% 13% 13% 11% 6% 8% 16% Many Qmes every day A few Qmes each day Once a day Once every few days Less frequently Rarely/Never 16

17 Gay daqng sites 4 35% % 13% 11% 14% 14% Many Qmes every day A few Qmes each day Once a day Once every few days Less frequently Rarely/Never 17

18 Q16. How oden do you access the internet from your mobile device (smartphone / ipad etc)? 6 51% 45% 3 27% 15% Every day, for an hour + Every day, less frequently 6% Once every few days 2% Once a week 15% Rarely, never 18

19 Q17. Please select ONE of the following that MOST APPLIES to you in relaqon to Facebook: 4 35% % 12% Don t use more than once a day Once a day 1 every few days 13% 1% 5% 5% 2% bored with it prefer Google+ Have privacy concerns Not for me Other 19

20 Q20. How important can a local LGBT Pride, Film or other LGBT cultural fesqval be in moqvaqng you to choose to visit a parqcular desqnaqon at the Qme of that fesqval? 4 35% % 21% 16% 15% 1 Oden important SomeQmes important Neutral Not very important Not important at all 20

21 Q21. Do you have a current passport? 7 67% 53% 35% 33% 18% Yes No 21

22 Q22. When I travel I would prefer to stay with hotels that I think are genuinely 'LGBT- welcoming'. 4 37% 37% % 1 Strongly agree Agree Neutral Disagree Strongly disagree 2% 1% 22

23 Q23. For hotels (the booking method you choose most oden is...): 6 52% 45% 3 29% 15% 6% Price comparison website TripAdvisor Direct with hotel Mainstream operator 2% 23

24 Q24. For airlines (the booking method you choose most oden is...): 6 58% 45% % 8% 3% Price comparison website TripAdvisor Direct with airline Other 24

25 Q30. If you were going to buy a new car, which factors below would be the most important to your purchase decision? 25

26 Q30. Brand 5 38% 36% 42% 25% 17% 13% 5% Very important Important Not that important Not important at all 26

27 Q30. Price 7 69% 53% 35% 27% 18% Very important Important 3% Not that important 1% Not important at all 27

28 Q30. Bonus offers (free extras, interest free financing etc) 4 38% % 25% 1 8% Very important Important Not that important Not important at all 28

29 Q30. Environmental concerns 5 49% 38% 39% 25% 13% 1 3% Very important Important Not that important Not important at all 29

30 Q30. Safety features 5 49% 38% 39% 25% 13% 1 3% Very important Important Not that important Not important at all 30

31 Q30. Reliability 8 74% % Very important Important 2% Not that important 1% Not important at all 31

32 Q30. Speed 5 46% 38% 33% 25% 13% 1 1 Very important Important Not that important Not important at all 32

33 Q30. Fuel efficiency 7 61% 53% 35% 32% 18% Very important Important 4% Not that important 2% Not important at all 33

34 Q30. Don't choose to own a car 7 67% 53% 35% 18% 11% 7% 14% Very important Important Not that important Not important at all 34

35 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Fragrances/toiletries 5 44% 38% 25% 13% 24% 14% 12% 5% 1% Zero $ 1-49 $ $ $ $

36 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Skin Care Products 6 54% 45% 3 15% 18% 15% 8% 4% 1% Zero $ 1-49 $ $ $ $

37 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Hair Styling Products 5 46% 38% 33% 25% 13% 14% 5% 2% 1% Zero $ 1-49 $ $ $ $

38 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Grooming (Hairdressing, Facials, Waxing etc.) % 31% % 11% 5% 2% Zero $ 1-49 $ $ $ $

39 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Clothes 3 23% 2 25% 21% 15% 8% 11% 8% 9% 4% 2% Zero $ 1-49 $ $ $ $ $ $

40 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Designer Brand Underwear 6 56% 45% 3 15% 15% 13% 11% 4% 1% Zero $ 1-49 $ $ $ $

41 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Footwear 3 28% 23% 17% 21% 18% 15% 12% 8% Zero $ 1-49 $ $ $ $ $ % 1% 41

42 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? CDs 8 74% % 7% 4% 2% 1% Zero $ 1-49 $ $ $ $

43 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Music/video Downloads 5 43% 38% 35% 25% 13% 13% 5% 3% 1% Zero $ 1-49 $ $ $ $

44 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? DVDs % 3 15% 23% 1 4% 2% 1% Zero $ 1-49 $ $ $ $

45 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Books % 33% % 11% 7% 2% 1% Zero $ 1-49 $ $ $ $ $

46 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Magazines 6 55% 45% 3 32% 15% 9% 3% 1% 1% Zero $ 1-49 $ $ $ $

47 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Pet Food and Accessories 5 42% 38% 25% 13% 16% 15% 13% 1 3% 1% Zero $ 1-49 $ $ $ $ $

48 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Concert, cinema, theater Qckets 3 23% 24% 28% 19% 15% 8% 14% 9% 4% 1% 1% Zero $ 1-49 $ $ $ $ $ $

49 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Home Phone, Internet, TV Bills 3 29% 23% 15% 8% 2 17% 11% 11% 7% 2% 3% Zero $ 1-49 $ $ $ $ $ $

50 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Mobile Phone Bills (including data, voice and texts) 3 27% 23% 21% 15% 8% 14% 13% 11% 1 2% 2% Zero $ 1-49 $ $ $ $ $ $

51 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Groceries 3 28% 23% 21% 15% 8% 13% 1 8% 6% 4% 4% 4% 2% Zero $ 1-49 $ $ $ $ $ $ $ $

52 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Petrol- gasoline % 19% 15% 15% 1 11% 8% 6% 5% 4% Zero $ 1-49 $ $ $ $ $ $

53 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Other car expenses (- insurance, repairs etc) 3 23% 21% 18% 25% 15% 11% 11% 8% 6% 3% 2% 3% Zero $ 1-49 $ $ $ $ $ $ $

54 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Baby/toddler products (- eg baby food, clothing, strollers, car seats etc) % 5 25% Zero $ 1-49 $ $ $ $

55 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? School children's clothing, footwear % 45% 23% Zero $ 1-49 $ $ $ $

56 Q32. In the LAST THREE MONTHS, how much in dollars would you esqmate you have spent on the following? Other child- related expenses % 45% 23% Zero $ 1-49 $ $ $ $ $ $

57 Q33. In the LAST TWELVE MONTHS, how much in dollars would you esqmate you have spent on travel? Leisure trips 16% 16% 16% 14% 15% 12% 11% 12% 9% 8% 6% 4% Zero $ 1-99 $ $ $ 1,000-1,999 $ 2,000-2,999 $ 3,000-4,999 $ 5,

58 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Bocled Wine 5 38% 44% 37% 25% 13% 12% 4% 2% 1% Zero $ 1-99 $ $ $ $

59 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Spirits 5 49% 38% 33% 25% 13% 13% 4% 1% Zero $ 1-99 $ $ $

60 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Beer % 39% 25% 13% 9% 2% 1% Zero $ 1-99 $ $ $

61 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Champagne 8 79% % 3% 1% 1% Zero $ 1-99 $ $ $

62 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Takeaway food % 3 25% 13% 1 7% 2% 1% Zero $ 1-99 $ $ $ $

63 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Meal at a restaurant, café % 34% 2 17% 1 7% 5% 3% Zero $ 1-99 $ $ $ $

64 Q34. In the PAST MONTH, how much in dollars would you esqmate you have spent on the following? Non- alcoholic beverages (soda/sod drinks/juice etc) 8 71% % 4% 1% 1% Zero $ 1-99 $ $ $ $

65 Q35. Which of the following financial products do you already have? Retail store charge card 6 57% 45% 43% 3 15% Have Don't have 65

66 Q35. Which of the following financial products do you already have? Checking/current banking account 10 95% 75% 5 25% Have 5% Don't have 66

67 Q35. Which of the following financial products do you already have? Savings account 9 84% 68% 45% 23% 16% Have Don't have 67

68 Q35. Which of the following financial products do you already have? Pension account 6 45% % Have Don't have 68

69 Q35. Which of the following financial products do you already have? Shares 7 63% 53% 35% 37% 18% Have Don't have 69

70 Q35. Which of the following financial products do you already have? Personal loan 8 71% % 2 Have Don't have 70

71 Q35. Which of the following financial products do you already have? Mortgage on the property you live in 7 68% 53% 35% 32% 18% Have Don't have 71

72 Q35. Which of the following financial products do you already have? Mortgage on an investment property 10 92% 75% 5 25% 8% Have Don't have 72

73 Q38. Which of the following items do you own or intend to purchase... 73

74 New Car 5 48% 38% 3 25% 21% 13% Already have Intend buying Don t need/use 74

75 Desk Computer Apple Mac 8 75% % 8% Already have Intend buying Don t need/use 75

76 Desk Computer - PC CompaQble 6 59% 45% 3 34% 15% 6% Already have Intend buying Don t need/use 76

77 Laptop Computer Apple Mac 6 57% 45% 3 31% 15% 12% Already have Intend buying Don t need/use 77

78 Laptop Computer - PC CompaQble 5 48% 38% 38% 25% 13% 14% Already have Intend buying Don t need/use 78

79 Your own home 5 38% 4 44% 25% 13% 16% Already have Intend buying Don t need/use 79

80 An investment property 8 79% % 9% Already have Intend buying Don t need/use 80

81 Apple ipad 6 55% 45% 3 34% 15% 12% Already have Intend buying Don t need/use 81

82 Other tablet computer 8 71% % Already have Intend buying Don t need/use 82

83 Apple iphone 5 38% 43% 48% 25% 13% 1 Already have Intend buying Don t need/use 83

84 Blackberry 10 95% 75% 5 25% 3% 2% Already have Intend buying Don t need/use 84

85 Other new smartphone 7 61% 53% 35% 25% 18% 14% Already have Intend buying Don t need/use 85

86 Other new mobile phone 9 82% 68% 45% 23% 11% 7% Already have Intend buying Don t need/use 86

87 Digital TV subscripqon 5 49% 46% 38% 25% 13% 5% Already have Intend buying Don t need/use 87

88 High speed internet access 9 83% 68% 45% 23% 8% 9% Already have Intend buying Don t need/use 88

89 Health Insurance 8 74% % 1 Already have Intend buying Don t need/use 89

90 Digital camera % 3 29% 15% 1 Already have Intend buying Don t need/use 90

91 Q40. If you are working, what size is the organisaqon you work for? 3 23% 23% 2 15% 17% 17% 8% 8% 7% 4% 2% 1% 1 employee ,000-9,999 10,000-49,999 50,000-99,999100, , ,

92 Q41. What sized town or city do you live in? 3 26% 26% 23% 18% 15% 12% 1 8% 5% 2% The gay area Rural Small town Large town Suburbs Small city Larger city 1% Other 92

93 Q42. Which of the following comes closest to describing your primary occupaqon? 3 27% 23% 15% 8% 11% 7% 9% 7% 7% 11% 6% 2% 3% 2% 2% 2% 2% 2% 2% Looking Pensioner Parent Student Business owner Senior manager Manager Professional Secretarial Clerical Retail Uniformed services Government Tradesperson Semi/unskilled Sales 93

94 Q43. Please indicate your work status: 7 63% 53% 35% 18% 18% 12% 3% Full- Qme Part- Qme Casual Other Not working 4% 94

95 Q44. What is your ANNUAL income (pre- tax)? % 1 5% 14% 14% 12% 11% 8% 8% 6% 3% 1% 1% Up to $9k $10k - 19k $20k - 29k $30k - 49k $50k - 74k $75k - 99k $100k - 149k$150k - 199k$200k - 299k$300k - 499k$500k - 749k $

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