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Ian Johnson, Out Now
November 28, 2007
TOPICS: Gay community marketing news. Lesbian and gay community marketing. US GLBT market. US automotive market. Gay market research. New US gay market research study suggests US gay market consumers prefer imported brands and luxury models.Gay Market News has long maintained there is a furphy at play when some commentators try to ascribe gay characteristics to a brand of motor vehicle.
As we remarked back in April we don't think there is any such thing as a gay car.
Having said that, that is a very different proposition to analyzing the results of LGBT market research to discover what marketing opportunities there may be in the marketing of specific brands or models to the lesbian and gay consumer market based on gay market consumer preferences.
Latest US gay market research suggests there is an opportunity for automotive brands to target lesbian and gay consumers more effectively in their marketing efforts by recognizing the gay market consumer preferences suggested by the research.
Apparently US gay market consumers have a higher than average propensity to prefer luxury brands and imports than the mainstream US market.
According to Harris Interactive -- who undertook the research online amongst a combined sample of US lesbian and gay consumers and consumers from the mainstream market -- marketing to lesbian and gay consumers is becoming an increasingly important marketing strategy for a range of US consumer brands, especially those in the automotive industry.
"Gay and lesbian consumers are becoming an important target market for U.S. vehicle manufacturers, especially luxury brands," said Bryan Krulikowski, senior director of research, Harris Interactive.
"Nearly three-quarters (72%) of GLBT consumers indicate they are more likely to consider purchasing a vehicle from a manufacturer that has specifically targeted automotive advertising to the GLBT community," said Krulikowski.
He added, "Volkswagen, Subaru, Volvo and BMW are perceived as the top brands that extend the greatest outreach to the GLBT community through their marketing communications."
To learn more about the lesbian and gay community -- and its key automotive consumer drivers -- contact Out Now. Leading gay and lesbian strategic marketing specialists since 1992.
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For reaching gay consumers, lesbian and gay market research, GLBT advertising, gay PR, GayComfort™ training and gay marketing strategies, choose OutNowConsulting.com. LGBT communications successfully reaching the lesbian and gay consumer market since 1992.
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