African American/Black LGBT Community Survey®  Reports on the attitudes and consumer behavior of  more than 2000 participants

African American/Black LGBT Community Survey® Reports on the attitudes and consumer behavior of more than 2000 participants

Community Marketing & Insights (CMI) has released a breakthrough report on the attitudes and consumer behaviors of over 2,000 African American / Black LGBT residents of the United States. The study, produced in partnership with the Center for Black Equity, focused on participants who interact with media, events and organizations representing the African American / Black LGBT community, especially Black Pride festivals.
 
The research report was presented on April 24 by Earl Fowlkes, president of the Center for Black Equity, during the 7th Annual LGBT Marketing Conference at the New York Times Conference Center. “This survey is a major break though for the African American/Black LGBT consumer market. We finally have data that provides insight on the African American/ Black LGBT purchasing power in the United States,” said Mr. Fowlkes.
 
A sample of key findings for African American LGBTs living in the United States:
  • 75% of participants feel positively toward corporations that include African American imagery in their communications.
  • Only 3% of participants feel that corporate America does a good job outreaching to the African American LGBT community.
  • African American LGBT participants are trending higher in interacting with LGBT websites over the past 12 months, while interaction with LGBT print media is holding steady.
  • Facebook is very popular with African American LGBT participants across all age ranges, with 52% liking a business on Facebook in the past seven days.
  • Starbucks and Target are the top two brands from which the African American LGBT community has made a conscious decision to purchase, because of their pro-LGBT policies and practices.
  • By far, Chick-Fil-A is the brand most likely to be boycotted by the African American LGBT community, with 78% indicating they are boycotting the company.
  • African American LGBTs are customers of a wide variety of financial service companies, with no single financial services company taking a substantial market lead at this time.
  • Body weight is the number one health concern of both male (71%) and female (72%) African American LGBTs. After body weight, the health concerns of the men and women are very different. Gay and bisexual men are most concerned about HIV and STIs, while lesbians and bisexual women have more concern about mental health and heart disease. When analyzed by age, body weight is still the number one concern for both young and old, however mental health concerns resonate more with younger African American LGBTs.
  • For African American LGBTs, discrimination is the top political/social concern (over 90% concerned), with both racial discrimination and LGBTQ discrimination being equally important. Issues such as poverty (85%) and affordable healthcare (82%) are also concerns.
  • African American gay and bisexual men are twice as likely to drink spirits (average 4 drinks in past 7 days), than wine (2.5 drinks in past 7 days). For African American lesbians and bisexual women, sprits and wine are more equally consumed (average 2.5 drinks in past 7 days for both beverages. Beer underperforms in the African American LGBT community with men drinking an average of 2 beers in the past 7 days and women drinking a average of 1.75 beers.
  • Participants take about 2.5 leisure trips per year and are most likely to stay at a mid-range hotel. 68% of participants indicated that they are most likely to define themselves as warm weather travelers. 48% of the men defined themselves as urban core travelers, while 43% of the women defined themselves as culture travelers. Only 35% of participants defined themselves as known LGBT-friendly destination travelers.
  • Among all African American LGBT participants, the NBA enjoys the top participation rate among all sports leagues surveyed, and 46% indicated having watched a game on television in the past 12 months. Among African American lesbians and bisexual women, 22% indicated having attended a WNBA game in the past 12 months.

Read the report >

The Community Marketing & Insights team has been conducting LGBT consumer research for 20 years. Our methodologies include online surveys, focus groups, IDIs, MROCs, and advisory boards across the USA and globally. Industry leaders around the world depend on CMI’s LGBT research and analysis as a basis for feasibility evaluations, positioning, economic impact, ad creative and brand testing, informed forecasting, measurable marketing planning and assessment of return on investment. 

CMI’s clients span a wide spectrum of industries. Custom CMI studies have been produced for Wells Fargo Bank, Aetna Insurance, Gilead Pharmaceuticals, Target Brands, Johnson & Johnson, E&J Gallo Wineries, Prudential Financial, Hyatt Hotels, MetLife, WNBA, Esurance, Travelocity, Absolut Vodka, American Cancer Society, Greater Fort Lauderdale CVB, Japan National Tourism Organization, The U.S. Census and numerous other corporations and organizations across North America and around the world. CMI’s research has been published in the New York Times, Wall Street Journal, Forbes, USA Today, Washington Post, Chicago Tribune, Los Angeles Times, Miami Herald, Advertising Week, CBS News, NPR, Associated Press and many other international, national and regional media.