The NewVista News

The findings from this most recent Witeck Combs/Harris Interactive survey suggest that gay-specific marketing practices can influence how GLB (Gay and Lesbian People) connect with brands and form purchasing decisions: 

• Almost two-thirds (64%) of GLB respondents say they are at least likely to consider purchasing everyday household products and services from companies that market directly to gays and lesbians over competing brands that do not.

• More than two-thirds (69%) say they are at least likely to consider purchasing services, such as legal advice or banking services, from companies that market directly to gays and lesbians over competing brands that do not. 

• Half (51%) of the GLB people polled find advertising that is informative, funny or witty and includes images of gay and lesbian people either the most important or a very important factor that influences their likelihood to consider a company’s products or services. 

• Nearly half (48%) of all GLB respondents say they find it most important or very important – when considering products or services – to see advertising that is clearly tailored to a gay audience with gay imagery, people or copy that speaks to them as a gay person and that appears in both mainstream publications and gay publications. 

• The most common ways GLB adults become aware of a company’s reputation for gay-friendliness is by word of mouth (45%), gay websites (29%) or gay magazines or newspapers (29%).