Facebook Is Go-To Social Media Platform for LGBTQ Community [study]

For advertisers looking to increase their access and engagement with the LGBTQ community, Facebook seems to be the place to do it. According to a June 2014 report from Community Marketing Inc., 88 percent of lesbian and bisexual female internet users in the US said Facebook is their social media platform of choice for communication. Seventy-nine percent of gay and bisexual males said the same.

The report broke down the interaction with ads from US gay, lesbian, and bisexual internet users:

• “Liked” a business on Facebook – 51% gay/bisexual male, 55% lesbian/bisexual female
• Clicked on a Facebook ad – 45% gay/bisexual male, 36% lesbian/bisexual female
• Clicked on a website banner ad – 39% gay/bisexual male, 28% lesbian/bisexual female
• Used social media to announce positive experience with brand or product – 33% gay/bisexual male, 35% lesbian/bisexual female
• Clicked on a mobile app ad – 26% gay/bisexual male, 18% lesbian/bisexual female
• Used social media to announce negative experience with brand or product – 24% gay/bisexual male, 22% lesbian/bisexual female

The study also looked at the changes in the interaction with LGBTQ media according to said users. Of lesbian/bisexual internet users, 39 percent said they increased their visitation to LGBTQ sites and blogs. Twenty-eight percent of gay/bisexual males said the same. The use of LGBTQ dating websites and apps declined, however, with 20 percent of lesbian/bisexual females and 21 percent of gay/bisexual males saying they decreased their use of such dating approaches. There was also an increase in those who used LGBTQ mobile apps – 12 percent from lesbian/bisexual females and 19 percent from gay/bisexual males.

Sources:

• “Get on Facebook if You Want to Reach Lesbian, Gay and Bisexual Internet Users.” 2014. EMarketer.com
• “Want to Reach Lesbian, Gay and Bisexual Internet Users? Use Facebook (Not Twitter) [STUDY].” 2014. MediaBistro.com
• “LGBT Internet Users More Likely to Like Brands on Facebook .” 2014. NativeMobile.com
• Image: laverrue: https://flickr.com/photos/23912576@N05/2942525739