WASHINGTON, DC: PR agencies hoping to reach gay and lesbian consumers should be looking online.
WASHINGTON, DC: PR agencies hoping to reach gay and lesbian
consumers should be looking online.
That was among the major findings in a survey jointly conducted by
Harris Interactive and the DC-based PR firm of Witeck-Combs
The survey also discovered that as many as one-fifth of the appeals
aimed at the gay and lesbian community may be missing their mark.
’This survey speaks to the fact that gays and lesbians respond to the
media,’ said Witeck-Combs chairman Bob Witeck. ’And they are happy to be
noticed rather than ignored by the mainstream media. When they read
relevant stories or see them online, that makes them want to read more,
look for more, search for more.’
The survey sampled 7,558 adults online between April 4-10. Over 300 of
the respondents identified themselves as gay, lesbian or bisexual.
One-quarter of the gays and lesbians surveyed are on the Internet 21
hours per week or more - and that figure doesn’t even count time spent
reading or responding to e-mail.
By comparison, only 18% of non-homosexual respondents spend that much
time surfing the Web.
Of the total adult sample, 23% said that they are ’overloaded’ with
information from the news and entertainment media. However, gays and
lesbians felt significantly less overburdened, with only 13% claiming
that they suffer from an information overload.
Combs pointed to the survey’s finding that one of five gay or lesbian
respondents have at least one child in their household as especially
’This suggests that there are segments of the gay community that are
more traditional and ’look’ more like a straight couple than the model
of the gay urban male who has money to spend on alcohol and high-end
luxury items,’ said Combs. ’There are alternative family magazines for
gay parents, and companies would be smart to direct PR at this select
audience of the gay community.’