Gay Today: Technology

Gay & Lesbian E-Commerce
Leads Non-Gay Web Users

Compiled by GayToday

A new Harris Poll conducted in January by Harris Interactive, in association with Witeck-Combs Communications, reveals climbing web and e-commerce habits by Internet users who self-identify as lesbian, gay, bisexual and transgender (LGBT).

The new study shows that over one-quarter (28%) of LGBT respondents conducted their banking transactions online in the last three months, as compared with 21% of non-gay web users.

Similarly, a seven-percent gap exists between LGBT and non-gay respondents who took part in online auctions over the past three months (26% vs. 19%), LGBT respondents are also slightly more likely to make online purchases for goods and services than their non-gay counterparts (63% vs. 59%).

Research last year by Harris Interactive and Witeck-Combs confirmed that gays and lesbians are "information-hungry" and disproportionately favor use of the Internet and online communication. In April 2000, one-quarter (25%) of LGBT respondents disclosed using the Internet more than 21 hours per week (excluding email) compared with 18% of non-gay Internet users.

The latest survey, however, uncovered a remarkable jump--with 32% of LGBT Internet users now stating they use the Internet for more than 21 hours per week (apart from email), compared with a minor decline to 17% among non-gay users, also online more than 21 hours per week.

"We have long observed gay affinity for the web, and the numbers keep soaring," noted Wesley Combs, President of Witeck-Combs Communications.

"The newest findings validate the power of the Internet to promote gay consumer spending and to transform the potential for e-commerce. The LGBT market appears to signal a bellwether - enabling gay households to find welcome, safety, convenience and service online."

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Related Sites:
Witeck Combs Communications

Harris Interactive
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These e-commerce findings were part of a larger study about consumer behavior and risk-taking attitudes of gays and lesbians, as well as of other adults.

The latest Witeck-Combs / Harris Interactive research was conducted online between January 11 and 15 among 2,525 adults using the Harris Interactive online panel of respondents, from which 137 people (6% of the total sample) identified themselves as gay, lesbian, bisexual or transgender.

According to David Krane, Senior Vice President of Harris Interactive:

"These findings encourage us by tapping a meaningful cross-section of self-identified lesbians and gays online, and enabling us again to achieve a consistent 6% sample.

“This sample size mirrors our earlier online studies, and consistently exceeds other techniques, particularly telephone surveys. The confidentiality, convenience and relevance of online research for the LGBT community represent important new possibilities for all marketers."