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
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.
While the study demonstrated LGBT consumers' ties to the devices
during these meaningful moments, it also showed that mobile devices
play an integral role in their shopping, travel and family planning
processes. "Gay men and lesbians are twice as likely to use mobile
shopping technology than their straight counterparts," the agency
reported. Of the respondents, 39% of gay men and 32% of lesbians
use mobile scanners while shopping, and 32% of gay men and 29% of
lesbians buy items on mobile devices.
The study found that 49% of respondents with families used mobile
devices to coordinate calendars and 47% used the devices to
coordinate locations. Lesbian and gay parents are also more likely
to outfit their kids with mobile devices; 85% of children under the
age of 18 with LGBT parents own or have access to a mobile device,
and 61% of the respondents said they purchase mobile games for
"The LGBT mobile traveler is on average, more than twice as active
compared to similar general population studies," according to the
report. It found that more than 20% of the respondents recently
planned travel and purchased a hotel from their mobile devices. Of
those users, 63% searched for restaurants; 59% updated Facebook;
51% checked a flight status; and 46% explored local activities.
Leading the Mobile Era