Study Reveals LGBTQ Consumers Poised to Drive Home and Tech Purchases in next 12 months - MRI-Simmons

LGBTQ Consumers Poised to Drive Home and Tech Purchases in next 12 months

New insights from the LGBTQ and Gender Identity Study underscore the importance and influence of the LGBTQ community

NEW YORK, October 27, 2021 -- MRI-Simmons, the essential consumer truth set, today announced findings from its LGBTQ and Gender Identity Study, which explores attitudes and issues around American sexual orientation, sexuality, gender identity, and more. Among its many findings, the study showed that, in the next 12 months, LGBTQ consumers are 26% more likely than the average adult to be planning to purchase their first house and 22% more likely to be planning to purchase a second house or vacation home. Upgrading technology is also in their plans: they are 22% more likely to be planning to purchase a smartwatch and also 22% more likely to be looking for a hybrid/alternative fuel vehicle.


Demographics

The LGBTQ community is a diverse group of over 10 million strong. With a variety of identities becoming more socially acceptable, we see in the data that the LGBTQ cohort is young – with three in four either Millennials or Gen Z, with an average age of 36. They are politically and socially active; much more likely to be attending political rallies, actively participating in government, and advocating for the environment. In addition, they are influencers across a number of categories, including entertainment, music, new technology, and home electronics.


LGBTQ Show Strong Technology Purchase Intent

When it comes to technology, this study shows that this influential population is more likely to invest in technology than the average American adult -- with one in five looking for a new laptop, and 15% planning to buy a smartwatch. They are also more likely to be in the market for a hybrid vehicle, a smart speaker, a desktop computer, a large TV, or a home theater system.

 

Purchase intent in the next 12 months

Source: MRI-Simmons LGBTQ & Gender Identity Study, October 2021
(Vertical %, Sorted by Index)

% LGBTQ who plan to purchase

Index to Adults 18+

Hybrid/alternative fuel vehicle

8%

122

Smartwatch

15%

122

Home theater system

8%

119

Smart speaker (e.g., Amazon Echo)

10%

115

Desktop computer

11%

113 

Laptop computer

21%

113 

Large flat screen TV (43"-69")

13%

110 

 

LGBTQ: Tech savvy, tech spenders, and tech entertained

LGBTQ consumers are tech savvy and willing to spend. They use technology to drive their shopping habits, with 65% saying they have looked online with their mobile phone or tablet for information about a product, and 63% actually making the purchase through their mobile devices. In fact, 36% of this group spent over $800 on internet/phone/email shopping in the last 12 months.

Technology drives their entertainment habits as well; 37% have listened to a podcast, 33% have watched a TV program online, and 29% have listened to streaming music on a smart speaker. Even beyond entertainment, tech helps fuel their lives. 24% looked for employment online, 22% took an online course, and 22% bought groceries online (all in the last 30 days).

When it comes to technology, they are ‘Techsessorizers’ who are willing to spend to get the latest technology for the ‘wow’ factor they love. They like to have a lot of gadgets, like to have the latest and greatest devices, will pay just about anything for what they want, and will talk about the tech they love. They are influencers across the tech category, often being the first to try new technology and influencing the purchase of new tech and electronic equipment.

 

LGBTQ attitudes about technology

Source: MRI-Simmons LGBTQ & Gender Identity Study, October 2021
(Vertical %)

Any Agree

Index to Adults 18+

When I find a technology or electronic product I like, I typically recommend it to people I know.

63%

117

I like to have a lot of gadgets

39%

125

I am among the first of my friends and colleagues to try new technology products.

32%

123

People often ask my opinion when they are buying new technology

29%

118

I'll pay just about anything for an electronic product that I really want

27%

134 

My friends often ask for my advice before buying electronic equipment

27%

118 

I want others to say "wow" when they see my electronics

26%

124 

 

LGBTQ Home Purchasers

Along with technology, data from the LGBTQ and Gender Identity study shows that 14% of LGBTQ respondents are looking to buy their first house in the next 12 months, and 8% are planning on buying a second home in the same time frame, 26% and 22% more likely than adults in general, respectively.

This subset of LGBTQ prospective homebuyers is even younger than the LGBTQ population overall, with a mean age of 33.5 – and three in five are under 35 years old. In addition, they’re more likely to be college-educated, with 38% having a bachelor’s degree or more, and have an average household income of $104K. Their concern for the environment follows them home as well - they’re more likely to buy recycled-content paper products and use “green” products for their home improvement and renovation projects. They’re even more into tech than the larger group, and are planning on purchasing a number of electronic devices, from smartphones to giant (70”+) flat screen TVs.


LGBTQ at Home

Home is where the heart is, and that is especially true for the overall LGBTQ population, who say that home décor is important to me, and who enjoy showing off their home to guests.

 

LGBTQ attitudes about home

Source: MRI-Simmons LGBTQ & Gender Identity Study, October 2021
(Adults 18+, Vertical %)

Any Agree

Index to Adults 18+

Home décor is of particular interest to me

62%

106

I enjoy showing off my home to guests

43%

108

I thrive at big parties and social occasions

34%

122

I enjoy being the center of attention

26%

127

I like to show off what I have

22%

131 

 

LGBTQ in their Free Time

In addition, LGBTQ Americans have a diverse set of interests and leisure activities. While at home, almost four in 10 like to entertain friends or relatives (111), and one in three cook and bake for fun. 16% say home decoration and furnishing is a hobby, and they are 66% more likely to collect art. They play board games, trivia games, and cards, enjoy indoor gardening/plants, and take care of their beloved pets – 67% of LGBTQ households have a pet (49% have 1+ dogs, and 34% have 1+ cats). Travel is also on the horizon for them, with trips planned to Europe (17%), the Caribbean (14%), Mexico (14%), Hawaii (13%), and South America (8%) in the future. Socializing and cultural activities outside the home are also paramount; art galleries and shows, music shows, bars and nightclubs, karaoke, dancing, dining out, heading to the beach, attending the theater, and visiting museums high on the list. Pop culture also plays a part – they are more likely to play video games on consoles, handheld devices, and PCs, and enjoy reading comic books.

 

LGBTQ Leisure Activities

Source: MRI-Simmons LGBTQ & Gender Identity Study, October 2021
(Adults 18+, Vertical %)

% participated (last 12 months)

Index to Adults 18+

Dining out

53%

104

Listening to music

51%

116

Reading books

40%

106

Entertain friends or relatives at home

38%

111

Go to beach

35%

116 

Baking

35%

118 

Hobbies: raising pets

32%

126 

Cooking for fun

32%

128 

Board games

28%

129 

Go to bars/night clubs

23%

136 

Play cards

20%

109 

Video/electronic games (console)

19%

161 

Go to museums

17%

136 

PC/computer games (play online)

17%

114 

Indoor gardening & plants

17%

127 

Painting, drawing, sculpting

16%

164 

Home decoration and furnishing

16%

126 

Crossword puzzles

14%

109 

Photography

14%

133 

Zoo attendance

13%

118 

Adult education courses (participate)

13%

131 

Go to live theater

13%

125 

Attend a state or county fair

12%

116 

Trivia games

11%

145 

PC/computer games (play offline w/software)

11%

139 

 

While the LGBTQ community is diverse and multi-faceted, when looking at the spending power of the community, it is clear that they lead the way not only in what they spend but also in intention for big purchases,” said Anna Welch, President of MRI-Simmons. "With purchase intentions ranging from homes to technology, and from hybrid vehicles to travel, this is clearly a valuable audience for marketers to understand. MRI-Simmons can provide all the nuance and striations of data that marketers need to find and talk to members of the LGBTQ community for all the right products.

About the LGBTQ and Gender Identity Study

The MRI-Simmons LGBTQ and Gender Identity Study delivers vivid consumer insights into the lesbian, gay, bisexual, transgender, and queer (LGBTQ) population. This syndicated, national research study explores attitudes and issues around sexual orientation, sexuality, gender identity, related political and social issues, and more – all integrated with the deep profiling capabilities of the MRI-Simmons USA Study. To learn more visit: mrisimmons.com/our-data/focus-studies/lgbt-gender-identity.


About MRI-Simmons

MRI-Simmons is the leading provider of insights on the American consumer. With thousands of attitudinal and behavioral data points, gathered through ongoing surveys and passive measurement, MRI-Simmons empowers advertisers, agencies and media companies with deeper insights into the “why” behind consumer behavior.

The company’s flagship product (MRI-Simmons USA) is the leading multi-media study of Americans and is widely recognized as the industry standard for magazine audience ratings. Powered by address-based probabilistic sampling, MRI-Simmons USA measures real people, chosen at random to represent the US population in all its variations. This methodological approach ensures stability of insights and provides the most accurate view of the American consumer.

Launched as a joint venture in 2019, MRI-Simmons is co-owned by GfK and SymphonyAI Group, with GfK as the majority partner. To learn more, visit mrisimmons.com, or follow @MRI_Simmons on Twitter.


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