JANUARY 18 . 2002 • Q-NOTES
11
Census:
Parenting is an LGBT priority
New survey finds families are
a big issue
SYRACUSE, NY — The 2002 Gay &
Lesbian Consumer Online Census finished
with 8831 participants, a 39 percent increase
over the number of respondents in 2001. The
annual study, conducted by GLCensus
Partners, is an in-depth look into the con
sumer behavior of the Gay/Lesbian/
Bisexual/Transgender (GLBT) community.
Respondents needed 45 minutes on
average to complete the survey, which was
available online from July 9 through August
20, at www.glcensus.org. While the number
of participants rose dramatically, many of
the results are remarkably consistent with
those from the previous year.
“The consistency between the data sets is
one of our key findings,” said Amy Falkner of
Syracuse University, lead researcher on the
project. “With a group as difficult to survey
as the GLBT community, the similarity in the
results, even with a nearly 40 percent
increase in participation, means we are get
ting a clear picture of what this community is
like. The results should be of interest to
everyone — from social scientists to politi
cians to corporate America.”
The 2001 and 2002 Gay 8k Lesbian
Consumer Online Census is an endeavor of
the GLCensus Partners, a partnership
between the SI Newhouse School of Public
Communications at Syracuse University,
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 and GSociety,
Inc., a media/entertainment company whose
family of companies feature Internet portals
GayWired.com, LesbiaNation.com and
online travel publication QJMagazine.com.
Survey Part I
“These numbers are no surprise, consid
ering the findings on eduation. For the most
part, receiving a good education usually
goes hand and hand with good paying
jobs,” comments Garber.
Sun/ey Part II
Part TVvo delves into consumer cate
gories, focusing on GLBT consumer behav
ior. in-depth analysis is provided on; auto
motive, childcare, computer equipment.
Custom or Flash * Body Jowelry
www.nikklstQttoosfudio.com
electronics, entertainment, financial, food
and beverage, home and garden, medical,
pets, sports and fitness, and travel.
Both mainstream and GLBT media world
wide have quoted the Gay 8k Lesbian
Consumer Online Census as an authority on
the understanding of GLBT consumer behav
ior. Corporate America has taken notice as
well, making the study an integral part of
Fortune 100 advertising plans developed to
target this unique, powerful and much need
ed market in such a lagging economy.
The survey was announced via news arti
cles on wire services, in mainstream and gay
print, broadcast and online media. Numerous
media sponsors ran PSAs and hyperlinked to
the survey from their respective web sites. In
addition, an email referral system was used at
the survey completion screen so respondents
could easily pass the URL along to their friends,
encouraging them to participate.
:v,
2001
2002
Number of
Respondents
6351
8831
% of AAole
Respondents
54.8%
54.2%
% of Female
Respondents
44.1%
44.8%
% Intersexed/
Other
1.1%
1%
Median
Age
35
37
In a committed
relationship
51%
51.1%
2001
2002
US Registered
Voters
89.8%
90%
Being "out"
"out" to friends
91.8%
92.3%
Education
College Grad
36.7%
37.2%
Education
Grad School
Degree
20.5%
21.4%
Religious %
Affiliated w/
Particular Religion
65.3%
63.7%
Gay-Friendly/
Purchase Behavior
82%
. 82%
Parenting %
w/Children Under
18 Living at Home
F - 22.7%
M - 5.2%
F - 21. ^/o
M - 4.9%
. . .* •
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