Digitas Study Shows LGBT Consumers Are Way Into Their Phones, Tablets
Marketers have been wish-washy at best when deciding whether or not to target the LGBT population. Take Target, for example, which rolled out a number of product lines last year aimed at the segment, but in the past had stumbled over mixed-messages on its LGBT position.
Now, with mobile use on the rise, marketers that don’t target LGBT consumers are missing out on one of the most active mobile user groups in the U.S., according to a study commissioned by Publicis Groupe’s Digitas.
Partnering with Community Marketing, the agency surveyed 1,595 lesbian, gay, bisexual, and transgender respondents over the age of 18 in the U.S. All owned mobile devices. The Human Rights Campaign endorsed the agency’s research.
Perhaps the first marketer that should boost its LGBT targeting efforts is Google, as the study found that 55% of LGBT mobile users own and use iPhones versus Android — “a reversal of general population findings.”
The study also showed that 56% of the respondents now use a mobile device over a laptop or desktop compared to a year ago, and it concluded that LGBT mobile users have a higher understanding and level of activity with mobile devices compared to general population users.
That level of understanding and activity is likely due to more experience. Digitas reported that 51% of the LGBT respondents have been using mobile devices for three years or more, which is twice as long as the general population. And the users spend twice as long on a mobile device compared to the general population.
So what are they using mobile devices for?
Well, for one thing: coming out in the first place. The study showed that mobile devices play a key role during important life moments. It showed that 35% of 18-24-year-olds used their mobile device during the coming-out process, and of the total respondents who said they used the devices during the coming out process, 70% said they used Facebook at the time.