BOSTON, MA — June 10, 2013 — A new study by Digitas, a digitally led, integrated brand agency, finds that LGBT individuals and families are embracing the “mobile first” way by adopting smartphones and tablets to manage family households, plan and book travel, and leverage mobile shopping technology. Digitas partnered with Community Marketing, Inc. (CMI) to survey 1,595 lesbian, gay, bisexual, and transgender respondents with mobile devices in the United States, ages 18 and older. The findings demonstrate that LGBT mobile device users have a higher understanding and level of activity with mobile devices compared to general population users.
“LGBT consumers have made mobile devices an integral part of how they manage their lives. They have become a bellwether for the entire population, providing a preview of what’s to come as more consumers embrace mobile connectivity,” said Chia Chen, senior vice president and mobile practice lead at Digitas.
“Digitas commissioned this survey because there is shockingly little research around LGBT mobile consumers in this mobile era. We call on brands and marketers to recognize and develop marketing strategies for this segment of our population who are making mobile moments a priority in their everyday lives,” said Tony Weisman, CEO, Digitas North America. “The equality movement is fast and furious, and Digitas is dedicated to pushing our clients and the industry forward to eliminate these missed opportunities.”
Of the LGBT mobile device owners surveyed, the findings revealed:
· Apple loyalty: 55% of LGBT mobile users own and use iPhones versus Androids (40%); 30% own and use iPads versus Android Tablet (13%). This constitutes a reversal of general population findings Yankee Group, April 2013, http://goo.gl/0FUp4
· More mobile kids: 85% of children under the age of 18 with LGBT parents own or have access to a mobile device
· 26% have planned a hotel stay from their mobile device in the past 30 days; 25% have purchased a hotel stay from their mobile device in the past three months
· 35% searched for shops
· 53% have used a mobile coupon
Respondents were recruited from CMI’s proprietary research panel of 70,000 LGBT people worldwide. The survey was made available through an e-mail invitation to a subset of CMI’s research panelists with an incentive of a chance to win one of five $100 cash prizes. A total of 1,977 participants started the survey but 382 were branched out because they did not own a mobile device (19%). A total of 1,595 lesbian, gay, bisexual, and transgender respondents in the United States completed the entire survey on mobile technology ownership and use. The 10-minute online survey was conducted in May 2013 and participant invitations were balanced by age, gender, and state of residence to reflect other research on the overall makeup of the LGBT community in the United States. For the complete survey methodology, including weighting variables, please contact email@example.com.
Community Marketing, Inc. (CMI) is a San Francisco–based, LGBT-owned and operated research and marketing company founded in 1992, serving clients throughout the U.S., Canada, Europe, and Australia. CMI has conducted research and provided strategic consulting for leading brands including Prudential, Wells Fargo Bank, Target, Gallo Wineries, Wyndham, Kimpton Hotel & Restaurant Group, Travelocity, Chicago History Museum, American Cancer Society, U.S. Census Bureau, and dozens of other leading organizations and brands.
Media Contact:Ron D’Amico, Digitas; Ron.Damico@digitas.com; 617-369-8517
DigitasLBi, the leading, “most complete” global digital agency network, partners with some of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi comprises of 5,700 best-in-class digital and technology experts in 25 countries around the world. In 2012, Digitas and LBi received a combined total of over 200 awards globally including two Cannes Lions Grand Prix’s and SXSW People’s Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Marketing magazine. Digitas USA operates the brand content platform, The Third Act: producers of first and most well renowned event on digital content, The NewFront. With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, DigitasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicisgroupe.com www.digitas.com | Twitter: @Digitas | Facebook: Digitas Fan Page | Blog: Digitas Distillery