National Survey Reveals That Gay Consumers Prefer Equality-Minded
Companies New Online Poll by Witeck-Combs Communications/Harris
Interactive Highlights Traits that Motivate Gay Purchasing
Behaviors ROCHESTER, N.Y., Jan. 5 /PRNewswire/ -- According to the
most recent national consumer survey by Witeck-Combs Communications
and Harris Interactive(R), gay, lesbian and bisexual (GLB)
individuals consider 'equal treatment' of gay employees in the
workplace as the third or fourth most compelling reason (depending
on the product) to favor one company over another when making
purchase decisions. The Witeck-Combs/Harris Interactive online
survey asked respondents nationwide to identify the top reasons
that mattered most to them in their buying preferences for several
product categories including: banking, airlines, rental cars,
discount retailers, audio electronics, automobiles, hotels, and
personal computers and software. All adults surveyed -- gay and
non-gay consumers alike -- said that regardless of the product
category, 'convenience' and 'friendly and welcoming customer
service' were their top two answers in discriminating among
companies -- when price, quality and function are alike. The
findings reveal that GLB consumers are similar to other shoppers in
most basics. Like all consumers, they weigh price, quality,
convenience and service as primary considerations. However, between
one fourth (24%) and one third (37%) of gays, lesbians and
bisexuals (depending on the product category), also affirm that
'equal treatment of all employees, including gays and lesbians,
African Americans and Hispanics' ranked as their third or fourth
highest priority. The findings also show that another top reason
affecting consumer preference (again, with the specific ranking
dependent on each product category) was whether a company reached
out to gays and lesbians through targeted advertising. Between 13%
(hotel choices) and 29% (audio electronics choices) of all GLB
respondents responded that targeted advertising to gays and
lesbians was a specific reason for them to prefer one brand to
another in these product categories. "In the past few years, we
have learned that buying behavior has common threads for gay and
non-gay consumers alike," said Bob Witeck, CEO of Witeck-Combs
Communications. "Gay men and lesbians consider the same factors as
others do, but they now expect high standards of respect and equal
inclusion in the market and workplace. Companies that understand
these attitudes will successfully communicate their values and
market their products to increasingly visible gay households."
These are a few highlights of a nationwide Witeck-Combs
Communications/Harris Interactive study of 2,376 adults, of whom
approximately seven percent (7%) self-identified as gay, lesbian or
bisexual. The survey was conducted online between November 17 and
23, 2003 by Harris Interactive, a worldwide market research and
consulting firm, in conjunction with Witeck-Combs Communications,
Inc., a strategic public relations and marketing communications
firm with special expertise in the GLB market. Notes on reading
tables GLB refers to gay, lesbian and bisexual respondents. The
percentage of respondents has been included for each item. An
asterisk (*) signifies a value of less than one-half percent. A
dash represents a value of zero. Percentages may not always add up
to 100% because of computer rounding or the acceptance of multiple
answers from respondents answering that question. TABLE 1 TOP
REASONS THAT AFFECT YOUR CHOICE IN YOUR PRIMARY BANK "If there is
little difference on price, quality and function of a product or a
service, what are the top reasons that affect your choice in your
primary bank?" Base: All Adults % Total Mentions (Net of 1, 2, 3
Ranking) Total GLB Heterosexual % % % Friendly and welcoming
customer service for me 52 47 53 Recommendation or use by employer
5 2 5 Customer rewards programs such as frequent flyer miles 16 19
16 Advertising includes people like me 6 8 6 Advertising in media
intended for niche markets like gay and lesbian, African American
or Hispanic 3 17 1 Recommendation or use by family or friends 43 31
44 Support for causes and non-profits I care about 8 6 9 Equal
treatment of all its employees, including gays and lesbians,
African Americans and Hispanics 12 37 10 Easy to use for people
with disabilities 7 10 7 Convenience 59 55 60 Financial performance
of the company 7 4 7 Knowledge of the company's management 6 5 6
Another factor not mentioned 16 7 17 TABLE 2 TOP REASONS THAT
AFFECT YOUR CHOICE IN THE AIRLINE FOR PERSONAL TRAVEL "If there is
little difference on price, quality and function of a product or a
service, what are the top reasons that affect your choice in the
airline you most prefer for personal travel?" Base: All Adults %
Total Mentions (Net of 1, 2, 3 Ranking) Total GLB Heterosexual % %
% Friendly and welcoming customer service for me 52 56 52
Recommendation or use by employer 6 4 6 Customer rewards programs
such as frequent flyer miles 15 8 15 Advertising includes people
like me 6 9 6 Advertising in media intended for niche markets like
gay and lesbian, African American or Hispanic 2 14 2 Recommendation
or use by family or friends 38 25 40 Support for causes and
non-profits I care about 6 7 6 Equal treatment of all its
employees, including gays and lesbians, African Americans and
Hispanics 9 34 7 Easy to use for people with disabilities 8 2 8
Convenience 58 66 59 Financial performance of the company 7 4 7
Knowledge of the company's management 6 11 5 Another factor not
mentioned 22 13 22 TABLE 3 TOP REASONS THAT AFFECT YOUR CHOICE IN
THE RENTAL CAR FOR PERSONAL TRAVEL "If there is little difference
on price, quality and function of a product or a service, what are
the top reasons that affect your choice in the rental car you most
prefer for personal travel?" Base: All Adults % Total Mentions (Net
of 1, 2, 3 Ranking) Total GLB Heterosexual % % % Friendly and
welcoming customer service for me 51 47 52 Recommendation or use by
employer 6 5 6 Customer rewards programs such as frequent flyer
miles 12 14 12 Advertising includes people like me 6 8 6
Advertising in media intended for niche markets like gay and
lesbian, African American or Hispanic 3 19 2 Recommendation or use
by family or friends 38 19 40 Support for causes and non-profits I
care about 6 19 5 Equal treatment of all its employees, including
gays and lesbians, African Americans and Hispanics 9 27 7 Easy to
use for people with disabilities 7 4 7 Convenience 57 45 58
Financial performance of the company 9 7 9 Knowledge of the
company's management 8 5 9 Another factor not mentioned 22 12 23
TABLE 4 TOP REASONS THAT AFFECT YOUR CHOICE IN THE RETAILER YOU
MOST PREFER "If there is little difference on price, quality and
function of a product or a service, what are the top reasons that
affect your choice in the major discount retailer such as Target,
Wal-Mart or Kmart that you most prefer?" Base: All Adults % Total
Mentions (Net of 1, 2, 3 Ranking) Total GLB Heterosexual % % %
Friendly and welcoming customer service for me 48 41 49
Recommendation or use by employer 6 5 6 Customer rewards programs
such as frequent flyer miles 11 11 11 Advertising includes people
like me 6 8 6 Advertising in media intended for niche markets like
gay and lesbian, African American or Hispanic 3 15 1 Recommendation
or use by family or friends 36 40 36 Support for causes and
non-profits I care about 6 10 6 Equal treatment of all its
employees, including gays and lesbians, African Americans and
Hispanics 7 24 6 Easy to use for people with disabilities 8 7 8
Convenience 57 54 58 Financial performance of the company 9 11 9
Knowledge of the company's management 7 9 7 Another factor not
mentioned 25 12 26 TABLE 5 TOP REASONS AFFECTING CHOICE IN THE
AUDIO ELECTRONIC BRAND THAT YOU MOST PREFER "If there is little
difference on price, quality and function of a product or a
service, what are the top reasons that affect your choice in audio
electronic brand that you most prefer?" Base: All Adults % Total
Mentions (Net of 1, 2, 3 Ranking) Total GLB Heterosexual % % %
Friendly and welcoming customer service for me 49 48 50
Recommendation or use by employer 5 4 5 Customer rewards programs
such as frequent flyer miles 12 11 12 Advertising includes people
like me 6 10 5 Advertising in media intended for niche markets like
gay and lesbian, African American or Hispanic 3 29 2 Recommendation
or use by family or friends 34 28 35 Support for causes and
non-profits I care about 5 7 6 Equal treatment of all its
employees, including gays and lesbians, African Americans and
Hispanics 8 28 7 Easy to use for people with disabilities 6 12 5
Convenience 56 42 58 Financial performance of the company 10 5 10
Knowledge of the company's management 7 4 7 Another factor not
mentioned 24 11 26 TABLE 6 TOP REASONS THAT AFFECT YOUR CHOICE IN
THE CAR YOU DRIVE MOST FREQUENTLY "If there is little difference on
price, quality and function of a product or a service, what are the
top reasons that affect your choice in car you drive most
frequently?" Base: All Adults % Total Mentions (Net of 1, 2, 3
Ranking) Total GLB Heterosexual % % % Friendly and welcoming
customer service for me 45 50 46 Recommendation or use by employer
5 7 5 Customer rewards programs such as frequent flyer miles 11 12
12 Advertising includes people like me 6 10 6 Advertising in media
intended for niche markets like gay and lesbian, African American
or Hispanic 2 18 1 Recommendation or use by family or friends 35 35
36 Support for causes and non-profits I care about 4 5 4 Equal
treatment of all its employees, including gays and lesbians,
African Americans and Hispanics 6 25 4 Easy to use for people with
disabilities 6 6 6 Convenience 53 50 54 Financial performance of
the company 11 9 11 Knowledge of the company's management 7 7 7
Another factor not mentioned 26 17 27 TABLE 7 TOP REASONS AFFECTING
CHOICE IN THE HOTEL CHAIN YOU MOST PREFER FOR LEISURE TRAVEL "If
there is little difference on price, quality and function of a
product or a service, what are the top reasons that affect your
choice in the hotel chain you most prefer for leisure travel?"
Base: All Adults % Total Mentions (Net of 1, 2, 3 Ranking) Total
GLB Heterosexual % % % Friendly and welcoming customer service for
me 45 57 45 Recommendation or use by employer 7 5 7 Customer
rewards programs such as frequent flyer miles 9 5 10 Advertising
includes people like me 6 6 6 Advertising in media intended for
niche markets like gay and lesbian, African American or Hispanic 3
13 2 Recommendation or use by family or friends 32 29 33 Support
for causes and non-profits I care about 6 8 5 Equal treatment of
all its employees, including gays and lesbians, African Americans
and Hispanics 8 28 6 Easy to use for people with disabilities 5 8 5
Convenience 51 45 53 Financial performance of the company 10 4 11
Knowledge of the company's management 7 6 7 Another factor not
mentioned 26 15 27 TABLE 8 TOP REASONS THAT AFFECT YOUR CHOICE IN
THE COMPUTER HARDWARE OR SOFTWARE BRAND YOU MOST PREFER "If there
is little difference on price, quality and function of a product or
a service, what are the top reasons that affect your choice in the
computer hardware or software brand you most prefer?" Base: All
Adults % Total Mentions (Net of 1, 2, 3 Ranking) Total GLB
Heterosexual % % % Friendly and welcoming customer service for me
43 41 45 Recommendation or use by employer 5 7 5 Customer rewards
programs such as frequent flyer miles 12 13 12 Advertising includes
people like me 5 5 5 Advertising in media intended for niche
markets like gay and lesbian, African American or Hispanic 3 17 2
Recommendation or use by family or friends 33 26 34 Support for
causes and non-profits I care about 4 4 4 Equal treatment of all
its employees, including gays and lesbians, African Americans and
Hispanics 7 29 5 Easy to use for people with disabilities 5 5 5
Convenience 54 49 56 Financial performance of the company 10 6 10
Knowledge of the company's management 8 10 8 Another factor not
mentioned 26 16 27 Methodology This study was conducted online
within the United States between November 17 and 23, 2003, among a
nationwide cross section of 2,376 adults. Of those adults surveyed,
158, or approximately seven percent (7%), self-identified as gay,
lesbian, bisexual (GLB). Figures for age, sex, race, education,
region and income were weighted where necessary to bring them into
line with their actual proportions in the population. "Propensity
inclination score" weighting was also used to adjust for
respondents' propensity to be online. In theory, with a probability
sample of this size, one can say with 95 percent certainty that the
results have a statistical precision of plus or minus three
percentage points (for the overall sample) and plus or minus ten
percentage points (for the GLB sample) of what they would be if the
entire adult population had been polled with complete accuracy.
Unfortunately, there are several other possible sources of error in
all polls or surveys that are probably more serious than
theoretical calculations of sampling error. They include refusals
to be interviewed (non-response), question wording and question
order, interviewer bias, weighting by demographic control data and
screening (e.g., for likely voters). It is impossible to quantify
the errors that may result from these factors. This online survey
is not a probability sample. These statements conform to the
principles of disclosure of the National Council on Public Polls.
+/- ADDITIONAL NOTE: Previous research conducted by Witeck-Combs
Communications and Harris Interactive queried gay, lesbian,
bisexual and transgendered (GLBT) self-identified respondents.
Although we remain interested in the consumer attitudes and
characteristics of transgendered individuals, for accuracy and
consistency we now distinguish sexual orientation from gender
identity. In addition, given the low incidence of response from
transgendered individuals, it is extremely difficult to draw
conclusions from the data captured. About Witeck-Combs
Communications, Inc. Witeck-Combs Communications, Inc.
(http://www.witeckcombs.com/) is the nation's premier strategic
marketing communications firm, specializing in reaching the gay and
lesbian consumer market. With over nine years experience in this
unique market, Witeck-Combs Communications has developed respected
relationships throughout the community and serves as a bridge
between corporate America and gay and lesbian consumers. In April
2003, American Demographics magazine identified Bob Witeck and Wes
Combs as two of 25 experts over the last 25 years who have made
significant contributions to the fields of demographics, market
research, media and trendspotting for their pathbreaking work on
the gay and lesbian market. About Harris Interactive(R) Harris
Interactive (http://www.harrisinteractive.com/) is a worldwide
market research and consulting firm best known for The Harris
Poll(R), and for pioneering the Internet method to conduct
scientifically accurate market research. Headquartered in
Rochester, New York, U.S.A., Harris Interactive combines
proprietary methodologies and technology with expertise in
predictive, custom and strategic research. The Company conducts
international research through wholly owned
subsidiaries-London-based HI Europe (http://www.hieurope.com/) and
Tokyo-based Harris Interactive Japan-as well as through the Harris
Interactive Global Network of local market- and opinion-research
firms, and various U.S. offices. EOE M/F/D/V To become a member of
the Harris Poll Online(SM) and be invited to participate in future
online surveys, visit http://www.harrispollonline.com/. DATASOURCE:
Harris Interactive CONTACT: Nancy Wong of Harris Interactive,
+1-585-214-7316, ; Bob Witeck of Witeck-Combs Communications,
+1-202-887-0500, ext. 19, or cell, +1-703-906-7866, Web site:
http://www.harrisinteractive.com/
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