FOR IMMEDIATE RELEASE
For More Information:
Allyson Mongrain, Scarborough Research, 703-451-3174,
amongrain@scarborough.comGAY/LESBIAN CONSUMER ONLINE CENSUS RELEASES "BEST BRANDS FOR GAY CONSUMERS"
Dell, Toyota, American Airlines, and Carnival Cruises Lead the Pack
NEW YORK, NY (May 17, 2005) - The Gay/Lesbian Consumer Online Census (G/L Census), an annual survey of the demographics, lifestyles and media patterns of approximately 8,000 gay and lesbian consumers, released a study which highlights leading brands for gay consumers in several categories, such as travel, media, automotive and computers.
The analysis found that quality is a key factor in gay/lesbian consumer brand decisions. "Across the board, brands known for quality tend to be favored by gay and lesbian consumers," said Jeff Garber, President, OpusComm Group, a G/L Census partner. "From Dell computers to Toyota vehicles, gay consumers favor brands recognized for value and excellence."
In the media category, several premium cable television networks are popular among gay/lesbian consumers. HBO and Showtime appear in the top five cable networks, and Showtime’s program "Queer as Folk" is among the top five television shows. Mainstream television shows with gay themes, such as NBC’s "Will & Grace," are also popular among gay/lesbian consumers.
"While it is no surprise that gay-themed programming is important to gay/lesbian consumers, it is interesting to note that several of their television preferences require access to premium cable services," said Mr. Garber. "The gay marketplace presents desirable demographics that marketers can tap into via niche programming available on premium cable networks."
Gay/lesbian consumers are avid travelers and American Airlines is their airline of choice. Top domestic destinations include New York City and San Francisco, whereas Canada and Russia are popular for international travel.
With approximately 8,000 respondents, the 2005 Gay/Lesbian Consumer Online Census is the largest and most comprehensive gay/lesbian consumer and media study and the only one sponsored by a major university. The G/L Census is conducted by G/L Census Partners (OpusComm Group and S.I. Newhouse School of Public Communications at Syracuse University), and is exclusively available through Scarborough Research.
BEST BRANDS FOR GAY CONSUMERS 2005
SOURCE: Gay/Lesbian Consumer Online Census
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*The information in this report is from an online survey of approximately 8,000 gay/lesbian consumers. Survey field dates were July-August, 2004. Respondents were recruited using a variety of awareness-raising methods both online and offline, utilizing gay and mainstream media. The 45-minute survey was conducted online for reasons of anonymity, sensitivity, ease of use, and to create in-depth profiles. It was conducted by professional researchers adhering to industry-accepted privacy guidelines.
About Scarborough Research
Scarborough Research is the leader in identifying local, regional and national shopping patterns and media usage for the American consumer. With a sample size of over 200,000 adults nationally covering 75 local U.S. markets and countless categories and brands, Scarborough data is a valuable tool for marketers and media professionals in their quest to achieve optimum marketing and sales ROI. Scarborough Research is a joint venture between Arbitron Inc. and VNU Media Measurement & Information. For additional information, please log on to www.scarborough.com.
About OpusComm Group
OpusComm Group Inc., the founder of the annual Gay/Lesbian Consumer Online Census, is led by co-principals, Jeffrey Garber and Daniel Fedrizzi, who have been providing effective marketing, public relations and advertising to Fortune 1000 marketers for almost 20 years. As one of the world's leading researchers in gay/lesbian consumerism, OpusComm provides consulting services and market plan development for businesses seeking to target the gay/lesbian community in the mainstream media. For more information please log on to www.opuscommgroup.com.
About the Gay/Lesbian Consumer Online Census
The Gay/Lesbian Consumer Online Census (G/L Census) is conducted annually via a partnership between OpusComm Group, Inc. and the S.I. Newhouse School of Public Communications at Syracuse University. Professor Amy Falkner is the lead researcher on the project. With approximately 8,000 respondents, the G/L Census is the largest and most comprehensive gay/lesbian consumer and media study and the only one sponsored by a major university. It addresses many consumer categories including demographics, purchasing behaviors, lifestyles and media usage. For more information please log on to www.glcensus.org.