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(Rochester, New York) We're in love with cellular according to a new survey on technology. Eight in ten LGBT adults have cell phones, two thirds of us subscribe to cable services and we're twice as likely as straights to have HDTV.
The survey, by the Harris Polls in conjunction with Witeck-Combs Communications reveals LGBT adults are more tech savvy than their straight counterparts and willing to pay for the latest advances.
While 79 percent of gays have cell phones 72 percent of straights uses cellular. 69 percent of us have cable premium channels as compared to 61 percent of straights. And, 16 percent of us already have HDTV in our homes.
Harris polled 828 non-gay and 243 self-identified gay, lesbian and bisexual (GLB) adults online between September 8 and 14, 2004.
The survey also reveals that gay and lesbian consumers appear to differ somewhat from heterosexual consumers in how they use and choose their wireless service.
Gays are more likely to combine business and personal cell phone usage. More than half of gay consumers say they use their wireless service for both personal and business calls compared to 42 percent of non-gays. By contrast, non-gays are much more likely to use their cell phones exclusively for personal use than gays and lesbians.
“It’s no secret that the cellular market is becoming increasingly saturated, and these data can help marketers distinguish between GLB and heterosexual consumers’ use and purchase considerations,” said Jake Stafford, senior marketing strategist at Witeck-Combs Communications, an advertising agency which markets to the LGBT community.
A higher percentage of gay and lesbian consumers than heterosexual consumers (38 - 22%) report that they are likely to visit websites of wireless service providers when selecting a provider; gays are also more likely to consult consumer publications or reports (11% vs. 7%). Both groups rely most, however, on advice from friends and family in almost equal measure (42% for GLB vs. 41% for heterosexuals).
Stafford added, “The research also suggests that as gays continue to embrace emerging technologies such as HDTV, there is room for innovations that would continue to spur the buying preferences of trend-setting gay customers.”
©365Gay.com 2004
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