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| Press Release | Source: Harris Interactive Inc. |
Monday April 4, 1:10 pm ET
For example, GLB adults (76%) frequently or occasionally watch basic cable, compared with two-thirds (67%) of heterosexual adults. Similarly, six in 10 (62%) GLB respondents report they frequently or occasionally watch specialty cable networks (compared with 56% of heterosexuals) and 45 percent report they frequently or occasionally watch premium (pay) cable networks (compared with 37% of heterosexuals).
These are a few highlights of a nationwide survey of 2,630 U.S. adults, of whom 177 have self-identified as gay, lesbian or bisexual. The survey was conducted online between March 8 and 14, 2005 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 gay, lesbian, bisexual and transgender market.
The online survey also highlights preferences toward reading alternative newspapers among GLB and heterosexual adults. While one-half of GLB respondents (49%) state they frequently or occasionally read the alternative press, one-quarter (27%) of heterosexual adults say they do. Likewise, three in 10 (31%) GLB respondents say they frequently or occasionally listen to independent and alternative radio stations, compared with one-quarter (25%) of non-gay respondents.
"Gays, lesbians and bisexuals are as avid as ever about connecting to television programming and publications that are directly relevant to their lives, needs and tastes," said Bob Witeck, CEO of Witeck-Combs Communications. "This research tells us they are looking beyond traditional mass media for news and entertainment trends that intrigue them and, more importantly, that also include them."
Expanding on what previous Harris Interactive studies have shown about GLB Internet use, this survey indicates that two-thirds (66%) of GLB adults frequently or occasionally visit mainstream online channels (compared with 57% of heterosexual adults). Gays also read web logs (or "blogs") more often than their non-gay counterparts (27% of GLB adults versus 18% of heterosexual adults frequently or occasionally seek out blogger websites).
Furthermore, GLB respondents are more likely to read specialty or niche magazines than are heterosexual adults (15% GLB versus 4% heterosexuals frequently or occasionally read them). This difference is particularly apparent with travel (31% vs. 19%), the arts (16% vs. 6%) and entertainment (40% vs. 28%) publications.
Not surprisingly, there's virtually no distinction between gay and non-gay viewing habits related to conventional broadcast television channels. More than eight in 10 gay and non-gay adults alike say they frequently or occasionally watch national and local broadcast channels.
TABLE 1
FREQUENCY OF WATCHING OR READING MEDIA
"How often do you read or watch each of the following?"
Base: All Adults
Total Heterosexual GLB
(n=2,630) (n=2,361) (n=177)
% % %
Local television networks
Frequently 57 59 44
Occasionally 26 25 39
Seldom 11 10 15
Never 6 6 3
Local newspapers
Frequently 51 52 37
Occasionally 27 26 38
Seldom 16 15 18
Never 7 7 7
Independent and alternative
newspapers
Frequently 9 8 24
Occasionally 20 19 25
Seldom 23 23 18
Never 49 50 33
Broadcast television networks
(e.g. ABC, CBS)
Frequently 58 59 56
Occasionally 24 24 29
Seldom 11 11 14
Never 7 7 1
National newspapers (e.g. USA
Today, Wall Street Journal)
Frequently 9 9 9
Occasionally 22 22 27
Seldom 30 29 37
Never 39 39 27
News magazines (e.g. Time,
Newsweek)
Frequently 13 13 18
Occasionally 24 24 33
Seldom 30 30 27
Never 33 34 22
Mainstream online channels
(e.g. AOL, MSN, Yahoo!)
Frequently 36 36 41
Occasionally 22 21 25
Seldom 15 16 13
Never 27 27 20
Basic cable networks
(e.g. ESPN, CNN, MTV)
Frequently 38 38 43
Occasionally 29 29 34
Seldom 14 14 9
Never 19 19 14
Specialty cable networks
(e.g. BET, Lifetime, HGTV)
Frequently 26 27 23
Occasionally 30 29 39
Seldom 17 17 18
Never 27 27 19
Premium cable networks
(e.g. HBO, Showtime, Cinemax)
Frequently 21 20 30
Occasionally 17 17 16
Seldom 17 17 23
Never 45 46 32
Mainstream radio
Frequently 34 35 41
Occasionally 28 29 26
Seldom 17 16 20
Never 21 21 14
Independent and alternative
radio
Frequently 8 8 17
Occasionally 17 17 14
Seldom 20 20 22
Never 54 55 47
Talk radio
Frequently 19 20 9
Occasionally 21 20 31
Seldom 23 23 25
Never 38 37 35
Lifestyle, home decorating and
design magazines (e.g. Martha
Stewart Living, O, Real Simple)
Frequently 10 11 11
Occasionally 18 18 17
Seldom 23 23 27
Never 49 49 45
Sports magazines (e.g. Sports
Illustrated, Golf Digest,
Field & Stream)
Frequently 6 6 7
Occasionally 13 13 8
Seldom 23 23 20
Never 59 58 66
Entertainment magazines
(e.g. Entertainment Weekly,
People, Us)
Frequently 10 10 19
Occasionally 18 18 21
Seldom 30 31 29
Never 41 42 30
Fashion magazines
(e.g. InStyle, Vogue, WWD)
Frequently 5 4 7
Occasionally 12 12 15
Seldom 19 19 26
Never 64 65 52
Niche magazines (e.g. Nylon,
Paper, Interview, Surface)
Frequently 2 2 4
Occasionally 3 2 11
Seldom 8 8 15
Never 87 89 69
Art magazines (e.g. Art News,
Art in America, Artforum)
Frequently 1 1 5
Occasionally 5 5 11
Seldom 16 15 20
Never 78 78 64
Travel magazines (e.g. Conde Nast
Traveler, Travel & Leisure,
Out Traveller)
Frequently 6 6 12
Occasionally 13 13 19
Seldom 25 25 18
Never 56 56 51
Men's magazines (e.g. Esquire,
Details)
Frequently 4 3 15
Occasionally 7 6 15
Seldom 16 15 24
Never 73 75 46
Men's fitness magazines
(e.g. Men's Health)
Frequently 3 2 12
Occasionally 8 7 16
Seldom 13 13 20
Never 76 77 52
Women's magazines (e.g. Redbook,
Cosmopolitan, Glamour)
Frequently 11 12 4
Occasionally 16 17 5
Seldom 20 19 33
Never 53 52 58
Women's fitness magazines
(e.g. Self, Shape)
Frequently 3 3 1
Occasionally 9 9 9
Seldom 17 17 20
Never 71 70 70
Shelter magazines (e.g.
Architectural Digest,
Elle D cor, Met Home)
Frequently 2 2 4
Occasionally 7 7 13
Seldom 17 17 20
Never 73 73 62
Urban magazines (e.g. VIBE,
Essence, Honey, One World)
Frequently 3 3 1
Occasionally 6 5 14
Seldom 9 8 14
Never 83 84 70
Music magazines
(e.g. Rolling Stone)
Frequently 3 3 2
Occasionally 9 8 22
Seldom 20 20 30
Never 68 70 47
Satellite radio stations
Frequently 3 3 5
Occasionally 7 7 10
Seldom 10 10 18
Never 80 80 66
Web logs online ("bloggers")
with special interests
Frequently 5 5 4
Occasionally 14 13 24
Seldom 23 23 29
Never 58 59 44
Methodology
Harris Interactive® conducted the study online within the United States between March 8 and 14, 2005, among a nationwide cross section of 2,630 adults (aged 18 and over), of whom 177 self-identified as gay, lesbian, or 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 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 for the overall sample have a sampling error of plus or minus 2 percentage points. Sampling error for the GLB sample results is plus or minus 8 percentage points. 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 and weighting. It is impossible to quantify the errors that may result from these factors. This online sample 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 Harris Interactive in conjunction with Witeck-Combs Communications, Inc. 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 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®
Harris Interactive Inc. (http://www.harrisinteractive.com), the 15th largest and fastest-growing market research firm in the world, is a Rochester, N.Y.-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll® and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results.
Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through U.S. offices and wholly owned subsidiaries: London-based HI Europe (http://www.hieurope.com), Paris-based Novatris (http://www.novatris.com), Tokyo-based Harris Interactive Japan, through newly acquired WirthlinWorldwide, a Reston, Virginia-based research and consultancy firm ranked 25th largest in the world, and through an independent global network of affiliate market research companies. 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.
Press Contacts: Nancy Wong Harris Interactive 585-214-7316 Kelly Gullo Harris Interactive 585-214-7172 Bob Witeck Witeck-Combs Communications 202-887-0500 ext. 19 or (cell) 202-977-4055 [email protected]
Source: Harris Interactive Inc.