The survey also found that 55% of LGBT adults are on Facebook and 43% are members of MySpace. Among heterosexuals, 46% are on Facebook and 30% are on MySpace. Twenty percent of LGBT consumers reported using microblogging site Twitter compared to 12% of heterosexuals, and 23% of LGBT respondents said they were a part of professional networking site LinkedIn, compared to 13% of heterosexual adults.
"In this economy, this is very important to know because these are channels that a lot of marketers have [used to try] to reach [LGBT consumers]," said Bob Witeck, CEO of Witeck-Combs Communications, which has been tracking this trend for years. "If they know this is a place where [LGBT users] are over-indexing and there is higher usage, it suggests strategies to focus on to reach [this audience] in a cost-effective way, because these channels are far more affordable."
The Harris survey polled 3,000 adults, and more than 400 self-identified as LGBT consumers.