Contact: Jeffrey S. Garber, President
Study Reveals: Portrait of Gay America
- "Out and strong", overall 97% are "out" and more females than males are "out" to their families, friends and at work
- 53% of females are partnered verses 42% of males with the largest percentage who have been together between 4 – 7 years
- 12% of males and 15% of females are employed by a government entity
- 57% of males and 45% of females live in cities
- 67% of males and 72% of females are registered Democrats
- 77% respondents feel legal recognition of same-sex marriage for tax, estate and insurance purposes extremely important in voting for a candidate
The GLCensus, largest annual GLBT study of nearly 5,000 national responses help paint a clearer picture of GLBT people – their relationships, their families, their politics and their consumer and media habits.
"When it comes to relationships, children, economics, employment, the GLCensus reveals that the national gay community is one that is comprised of a population that is deeply seated in values and concerns, not unlike the rest of America", comments Jeff Garber, President of OpusComm Group. "The GLCensus illustrates that Gays are most concerned about fair representation of taxes, estate and insurance issues as the rest of Americans who are partnered with 77% of the GLBT respondents rating this as extremely important when voting for a candidate, followed by 73% who want employment protection. Garber adds, "given that are respondents are 95% registered voters I would imagine these concerns would have great interest with politicians and government officials as 12% of males and 15% females are employed by a government entity. In addition, interestingly enough, 61% of respondents "always" vote for pro-Gay/Lesbian candidates or issues."
Parenting weighs in heavily with 72% feeling that parental rights in same-sex unions is extremely important as 21% of females and 5% of male respondents have at least one child under the age of 18 living at home. "The presence of children in gay households will be increasing with 66% of female and 32% of male respondents report that they plan on adding children to their family in the next 3 years", said professor Amy Falkner of Syracuse University (S.I Newhouse School of Communications), lead researcher. Falkner also observes that adoption is significant with the Gay community with those who have at least one child, 38% of males and 62% of females resulted from adoption."
Further highlights on education, economics, relationships, family and other GLBT social issues can be found at http://www.glcensus.org/press/2006-04-24_highlights.html
The annual GLCensus collects the most comprehensive GLBT data in the research industry on both mainstream and GLBT media and over a dozen consumer categories including 500+ brands for auto manufacturers, airlines, credit card companies, computer companies, cruise lines and gambling destinations, cable and network television (including the leading television shows watched), national/mainstream newspapers as well as gay/lesbian magazines, and websites, including both mainstream and gay/lesbian websites. For full details of the G/L Study, including a full list of measurements, please log on to www.glcensus.com/survey.cfm
The GLCensus Partners is a partnership between the S.I. Newhouse School of Public Communications at Syracuse University, and advertising and public relations firm OpusComm Group, Inc., which specializes in consultation of sensitivity issues and market plan development for all types of advertisers to target the GLBT community.
Survey conducted: The survey was conducted online from July 11 through midnight August 23 of 2005.
Survey methodology: Please see our methodology statement at our web site at http://www.glcensus.com/downloads/Why_Online_Surveys.htm
For further information and to review a full summary of the "Gay/Lesbian Consumer Online Census", contact Jeffrey Garber, president of OpusComm Group at jeff@opuscommgroup.com (315) 637-2018 or visit www.glcensus.org.
IMPORTANT NOTICE: ALL INFORMATION IS TO BE ACCREDITED TO:
GLCensus Partners (www.glcensus.org) Study - A Syracuse University and OpusComm Group research partnership
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 Study The Gay/Lesbian Consumer Online Study (GLCensus) 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. The GLCensus Study 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.
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.
