IBM GLOBAL SERVICES LGBT MARKET DATA REPORT
THE CANADIAN LGBT MARKETPLACE: MORE AND LESS THAN WHAT WE THOUGHT FEBRUARY, 2013
R EPORT P REPARED B Y
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TABLE
OF
CONTENTS
Overview About the Report Demographics Psychographic Clusters Attitudinal Statements Section 2
Financial Services Focus
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3 6 11 26 33 38 39
OVERVIEW
The Canadian LGBT Marketplace: more and less than what we thought
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OVERVIEW The Canadian LGBT Marketplace: more and less than what we thought What we are learning is that the lesbian and gay community in Canada is not as simple as we have previously thought: all gays are richer, smarter and better dressed. These myths are understandable for sociological and historical reasons. However, these misconceptions get in the way of efficient marketing to the community – in some cases the focus is misplaced resulting in low returns on investment and an underserved market segments. Using the PMB data we see the community from an objective perspective as a segment of the broader Canadian community. This enables us to understand the LG segment in relative terms, and enables marketers to make investment decisions based on strategic resource allocation, rather than best-guest assumptions. First, let’s look at some of the myths: Income The LG community is not a higher income group – in fact, gay men and lesbians earn, in average income terms, only 71% as much as straight people. This is not a question of gender (gay men earn only 66% as much as straight men). This is driven by higher levels of underemployment (part time) and unemployment. But not entirely – employed gay men earn 75% as much as employed straight men. Employed lesbians earn only 68% as much as employed gay men. However, and this may be the genesis of the myth, employed, single, gay men and women over 25 earn on average more than their straight equivalents. Education Overall the LG community is not better educated than the straight community. It is true that gays and lesbians outperform their straight
counterparts at the highest levels of education achievement (bachelors and post graduate degrees); it is also true that they are more likely to have only a high school diploma. In fact, the 29% that have a degree or post graduate degree is small compared to the 44% that never achieved more than high school. Family Make Up Nearly 28% of gay households have children under 18 living at home, admittedly a lot less than straight households (52%) but more than previously estimated. Gays and lesbians are twice as likely to live alone (no surprise). But what is surprising is that 40% of gay households are men or women claiming to be married or living together. Regionality Quebec is not proportionately “gayer” than any other province – in fact, Ontario is relatively speaking the gayest province; the Atlantic Provinces are the least gay. Only in Ontario and British Columbia are there more gay men than lesbians. In Toronto, however, there are more lesbians than gay men. Age Gay men and women are, on average, 3 years younger than straight people. However, this is not equally distributed across age cohorts – the 18 to 24 group is the largest cohort within the gay population (22% compared to 10% for the straight cohort – the largest cohort in the straight population is the 45 to 55 age group). On the other side of the scale the over 65 cohort is smaller than in the straight community (13.5% versus 17.2%). .
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OVERVIEW Psychographically and Attitudinally, Mythology is Closer to the Truth Lesbians and gay men are more prone to use technology for convenience – for instance, in banking habits they are more likely to have electronic banking packages (16% of gay men vs. 12% of straight men). Importantly, they are twice as likely to use electronic banking – 8% of LG have used electronic banking in the past 3 months compared with 5% of straights. 85% used their bank cards in the previous 30 days to withdraw cash, compared to 75% of straight men and women. 41% of gay men (but only 30% of lesbians) used internet banking in the previous 30 days, compared to 31% of the general population.
more on clothing than straight men ($489 vs. $448/year) Lesbians are more likely to find their personal care routine to be a chore, and more likely to be focused on making money and their careers than straight women. Gay men are less likely to be members of customer loyalty programs (54% vs. 60% among straight men) but lesbians are more likely (754% v 70% among straight females) Gay men buy fewer books -- 46% compared to 56% of straight men and 69% of lesbians bought book(s) in the previous 12 months.
57% cannot imagine the world without the internet (compared with 48% of straight people). Notably, this number climbs to 64% of lesbians. And yet, gay men and lesbians don’t consider themselves techies (only about one in three classify themselves as being interested or involved in technology). On the other hand, some of the stereotypical assumptions do indeed ring true:
Gay men and lesbians drink more than their counterparts (and worry about it more); they are prepared to pay more for quality; gay men are much more dependent on how they look for selfconfidence than straight men (and lesbians far less than straight women). One in four gay men say they need a perfume or fragrance to "feel complete,” as opposed to about half as many straight men. And, gay men are really not likely to think of themselves as “handymen.” Straight women spend on average more than twice as much as lesbians on clothing ($588 vs. $227 per year). Gay men spend about 10%
Contrary to conventional wisdom, Gay men do not buy fine jewellery more frequently than straight men (15% vs. 11% bought in the last 12 months) and lesbians did not buy less than straight women (around 19% bought jewellery in the past 12 months). Gay men and lesbians are not more brand loyal than straight people, but they are more likely to say they are willing to pay more for quality in wines (for instance); they are more thrifty, and yet think of themselves as extravagant. In other words, the lesbian and gay community in Canada is similar to other segments: complex, contradictory and difficult to understand. But even though some of the more promising myths about affluence and spending propensities may not hold up, the community is nevertheless large and offers excellent returns for marketers that approach it strategically, forgetting about the stereotypical myths and understanding it as they would any other market niche.
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ABOUT
THE
REPORT
Background Reading and Interpreting the data Technical statement
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7 8 9
ABOUT
THE
REPORT
Background
Perhaps the most commonly stressed barrier to effective marketing to the LGBT community in Canada (and elsewhere) is the lack of reliable information. This absence has been addressed, with more or less rigidity, in various sectors (e.g., Travel) and occasionally regionally (e.g., Quebec). However, in most cases, these sector or regional solutions have been based on online sampling approaches which, by definition, may not be capturing a truly representative sample of the population. In many cases this is not necessarily fatal – for instance, in the case of Travel studies using travel online sources to recruit respondents may result in an accurate (or fairly accurate) representation of the population that travels, and findings within this segment are useful for marketing and planning purposes. However, in no cases can the findings be extrapolated to the total LGBT population. Various econometric analyses of LGBT “spending power” have been undertaken, and these, again, are useful, but to a limited extent. Generally these are based on arbitrary assumptions (e.g. the percentage of the total population that could be considered members of the LGBT community), and seek to establish aggregate income for the community based on these assumptions. In these cases the results are as accurate as the initial assumptions and are limited in the depth of information that can be developed.
This report, however, is based on the findings of the Print Measurement Bureau study of approximately 23,000 Canadians weighted to match the Canadian census data. It was initially designed as a study of readership of print
publications (it currently covers 104 publications), but since its inception over 30 years ago, it has become the leading survey of product usage and lifestyles. In 2009 PMB added a “sexual orientation” question asking respondents to identify their preferred partners in terms of “Same sex” or “Opposite Sex”. Respondents are also given the option to “not answer” the question. In the interviews leading up to the Fall 2012 report around 19% of the respondents chose to “Not answer” the question.
Therefore, the data in this report are based on the answers provided by the 81% of the population that identified itself as preferring either “opposite sex” or “same sex” partners. For this reason it is difficult to say with any certainty what the total number or the percentage of the Canadian population is who are members of the LGBT community. The PMB study indicates that 2.1% of the population over 18 “prefer same sex partners”, while the real percentage of the population identifying as LGBT may well be considerably higher. (The study did not isolate those who identify as bisexual, many of whom may have checked “same sex partner” preference as a default. Nor does it include any specific count of the trans population that may or may not have identified as preferring opposite sex partners.) However, it is the contention of the authors that this 2.1% of the Canadian population, representing some 576,000 people is, in most respects, truly representative of the Gay Men and Lesbian population.
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ABOUT
THE
REPORT
Reading and Interpreting the Data Naming Protocol In the interests of clarity we have adopted a specific naming convention throughout this report:
Use of Index The data is presented in both absolute and relative terms:
Total Population: refers to all respondents 18+ in the PMB study, including those who did not answer the sexual orientation question. Straight: refers to respondents 18+ who answered that they “preferred opposite sex partners”. Gay: refers to those 18+ who answered that they “preferred same sex partners”.
Absolute: the absolute percentages of the population as described in each case.
Relative: data is related to other data through the use of Index (Indices). The index is a percentage that relates numbers to a base. Used to show what is above average (101 or greater), average (100), or below average (99 or less). Based on the sample sizes it is safe to consider an index above 115 to 120 or below 85 to 80, as meaningful. Where the indices are lower (or higher – closer to 100) the relative information should be used as directional information.
Gay Men: refers to those 18+ who “preferred same sex partners”, gender male. Lesbian: refers to those 18+ who “preferred same sex partners”, gender female. Small Sample Sizes In some cases sample sizes are too small to be considered stable. In most cases we have simply not included that data. However, where it is instructive to include the smaller sample data for one reason or another, attention is drawn to the lack of stability of the number by the use of an asterix (*).
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TECHNICAL STATEMENT Technical Statement
This report is based on data collected on behalf of and published by Print Measurement Bureau (PMB) in the “PMB 2012 Fall Survey”. The survey is based on interviews conducted between April 2011 and March 2012.
Weighting The PMB 2012 design calls for the application of two basic weight schemes to each respondent record: Household Weight Scheme: This scheme is designed to permit examination of household data correctly reflecting the population of households in Canada. It should not be used in conjunction with any personal characteristics.
Sample Size The study is based on interviews with 22,490 individuals randomly selected based on strict criteria (see next section). This represents a universe of 29,799,000 (Canadian Population).
Individual Weight Scheme: This scheme is designed to permit examination of individual data by correctly reflecting the population of Canadian individuals 12 years of age and older. Each weight scheme takes into account survey design factors and differential response rates which are an integral part of the PMB 2012 sampling plan. As such, each scheme has two components:
Sampling Methodology All Canadian households (with minor exceptions - e.g. far North, institutions, Indian reservations, and small Dissemination Areas, i.e., with fewer than 45 households) were given a chance of being selected as part of a nationally representative sample. The Primary Sampling Units were Disseminations Areas (DA), with an average number of interviews per PSU of approximately 6. The number of interviews completed by month is controlled so that, after appropriate weighting, each month has an approximately equal representation in the total year.
1) Design Weights: These correct intentionally disproportionate area or individual sampling or intentionally biased selection procedures. 2) Adjustment Weights: These correct sample composition to household statistics derived from analyses of Census Canada data. Additional information on weights and adjustments: http://www.pmb.ca/public/e/pmb2012_spring/release/tech_appx/i.p df
In general, the PMB 2012 sample can be described as a disproportionate national, stratified, fixed-cluster, replicated, household probability design. Additional detail on the sample design can be found at http://www.pmb.ca/public/e/pmb2012_spring/release/tech_appx/in dex.shtml
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TECHNICAL STATEMENT LGBT Sample The information in this report relating to Canada’s LGBT population is based on the subset stemming from a set of partnership questions designed to elicit this information (see box). The total “prefer same sex partner” is the combination of “same sex married” and “preferred partner”. This data suggests that 2.1% of the population 18 years and older reported a preference for same sex partners. This is, in all probability, understated as it is likely that a disproportionate number of those who did not state a preference would fall into the same sex partner preference group.
This report does not intend to estimate the size of the LGBT population in Canada, and therefore no adjustment has been made for this distortion. It should also be clarified that no allowance has been made in this 2.1% measurement for those who might identify as bisexual (unless they identified as same sex partner preference) or specifically any other sub group (e.g., Transgender). It is the opinion of the authors that the 2.1% (representing 576,000 Canadians) is a sound measure of the lesbian and gay population that can be considered “proudly out”, and who, from a commercial point of view, are the consumers of interest to marketers.
Total
Opposite Sex
Same Sex
Not Stated
‘(000)
‘(000)
%horz
Index
‘(000)
%horz
Index
‘(000)
%horz
Index
Canada M&F Age 18+
27,308
21,319
78.1
100
576
2.1
100
5,413
19.8
100
Male
13,424
10,381
77.3
99
310
53.9
110
2,732
50.5
103
Female
13,884
10,938
78.8
101
266
46.1
91
2,681
49.5
97
Total
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DEMOGRAPHICS
General Marital Status Region Age Education Household Composition Income Principle Wage Earner Occupation Home Ownership
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12 13 14 15 16 18 19 22 23 25
DEMOGRAPHICS General 46.1% of those who preferred same sex partners in the study are lesbians. This compares with 51.3% of the total population being female.
Female to Male Index Straight, 103 51.3%
Lesbians are much more likely to be born in Canada (92.9%) than gay men (85.2%) or straight men (73.6%) or women (76.9%).
Gay, 83 46.1%
70
80
90
100
110
Language(s) Used Most Often At Home
English, 68.6%
English, 67.7% French, 20.1%
French, 19.9% Gay
Straight
Born In Canada Index to Total Population Lesbian
92.9%/122
Gay Men
85.2%/112
Gay
88.7%, 117
Straight
75.3%, 99
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DEMOGRAPHICS Marital Status About half the gay population, men or lesbians, live alone, compared to less than a quarter of the total population (24.1%).
Marital Status
At around 40%, however, the total of gay men and lesbians who are married or living together represents a sizeable segment of the community.
Other* 11.8% Married Or Living Together 39.6%
It is also worth noting that there is no real difference in partnership between gay men and lesbians.
Single 48.6%
*Including: Widowed, Separated, Divorced
Marital Status Index Lesbian to Gay Men
Index
Single
48.1%
49.3%
102
Married Or Living Together
40.7%
38.4%
94
0%
20%
40%
60%
80%
Gay Men
100%
Lesbians
Marital Status Index to Total Population Gay, 202
Single
Straight, 81 Gay, 63
Married Or Living Together
Straight, 111 60
80
100
120
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140
160
180
200
DEMOGRAPHICS Region Gay men and women tend to live in the larger provinces – the Atlantic and Prairie regions index is significantly lower. The population in Quebec is on par with the total population, while there are relatively more LG people in Ontario.
Regional Population Distribution Index to Total Population Atlantic 4.69% 67
Ontario 44.27% 114
While Quebec nets out indexing at 100, this is not equal for both genders– the lesbian community over-indexes, while there are relatively fewer gay men relative to the total population. This imbalance is more acute in the smaller regions – only in Ontario and Quebec are men over-represented.
Prairies 13.0% 76 British Columbia 14.58% 107 Quebec 22.34% 100
Regional Composition Index: Lesbians to Gay Men More than one in four of Canada’s lesbian population lives in Toronto. While gay men are also heavily weighted in the three major gay centres, lesbians seem relatively more likely to be in Toronto than Vancouver or Montreal.
Ontario
56%
44%
78
Quebec
50%
50%
99
British Columbia
65%
36%
55
Prairies
45%
55%
121
Atlantic
41%
59%
145
0%
20%
40% Gay Men
60% 80% Lesbians
Urban Population (% of Total LG Pop living in major urban centres) Index: Lesbians to Gay Men Toronto…
21.9%
Montreal…
19.7%
Vancouver…
14.8%
Index
25.6% 12.8%
Lesbians
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116 65 41
6.0% Gay Men
Index
100%
DEMOGRAPHICS Age 22% of the gay population is between 18 and 24, as compared to only 9.5% of the straight population. This portion has grown from 16% in 2009 – it’s likely that this represents a growing feeling of comfort with their sexuality among younger Canadians. Furthermore, this is even more pronounced among lesbians than gay men.
Age Distribution (% of All in Bases) Index to Total Population 181
101
82
104
17.6%
18.0% 14.0%
21.9%
80
19.9%
76
17.6%
17.2% 13.5%
13.3%
9.6%
18-24 years
25-34 years
35-44 years
45-54 years
Straight
55-64 years
Overall, the LG community is slightly younger than the straight community.
65+
Gay
Age Index Lesbians to Gay Men
Index
65+
11.6%
15.8%
136
50-64
25.2%
15.4%
61
35-49
28.7%
23.7%
82
25-34
15.8%
19.2%
121
18-24
18.7%
25.6%
137
Gay Men
Lesbians are younger than gay men (on average) with the exception of the over 65 cohort.
Lesbians
Average Age
Changes in Age Distribution 2009 to 2012 2009
16.2%
20.2%
23.9%
2010
16.9%
20.9%
18.6%
2011 12.4% 2012
20.6%
21.9% 0% 18-24
13.4%
17.4% 20% 25-34
14.0% 40%
35-44
19.5% 19.7%
21.5% 19.9% 60% 45-54
14.5% 14.3%
15.0%
13.5%
80%
Lesbians
42
9.5% 17.0%
13.3%
55-64
5.8%
Gay men Gay
44
43
100% 65+
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Straight
47
DEMOGRAPHICS Education Overall members of the LG community have achieved higher educational levels than their straight peers – considerably higher in university and post university achievements.
Highest Education Level Achieved No PostCertificate Graduate+ Degree, Or Diploma, 11.6% 10.9% Bachelors Degree, 18.2%
Secondary/ High School Graduate, 31.9%
University/ Other NonUniversity Cert., Trade 17.5% Certificate/ Diploma, 9.9%
All Gay Indexed to Total Population Post Graduate+, 136 Bachelors, 122
Some University/ Other Cert., 74 Certificate/ Diploma, 95 Secondary/ High School, 115 No Certificate Or Diploma, 75
70
80
90
100
110
Page 16
120
130
140
DEMOGRAPHICS Education Education is an area where lesbians index significantly lower relative to gay men; specifically they are overall less likely to enter and graduate from University (although those that do are more likely to achieve a post graduate degree). By the same token lesbians are more likely to have achieved only a high school diploma. The lower chart shows the performance of lesbians relative to all women – in this case it is clear that although this cohort indexes lower in general, they index significantly higher at the post graduate level.
Index Lesbians to Gay Men
Index
Post Graduate+ Degree
10.3%
11.7%
113
Bachelors Degree
21.3%
14.7%
69
University/Other…
19.7%
15.0%
76
Trade…
14.5%
4.5%
31
Secondary/High…
22.9%
42.1%
184
No Certificate Or…
11.6%
11.7%
100
0%
20%
40% Gay Men
60%
80%
100%
Lesbians
Index Lesbian to All Females *caution small base Post Graduate+*, 147 Bachelors Degree, 93
Some University/ Other Cert., 57
Certificate/ Diploma, 59 Secondary/ High School Graduate, 153
No Certificate Or Diploma*, 78 50
70
90
110
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130
150
DEMOGRAPHICS Household Composition Household composition is one of the areas where gay people and their straight peers differ most acutely. The LG population is fairly evenly quartered between the four major types of living arrangements – but this is at variance with the bulk of the population where 43% live at home with children and only 8% share accommodation.
Household Structure Index to Total Population Single Adult With Children Living At Home 3.3%* 109
Other 1.6%
Adult Living Alone 26.2% 195 Couple-No Children Living At Home 24.8% 93
However, the proportion of adult couples living at home with no children is about the same for both groups.
Adult Sharing Accomm. 19.8% 249
In total 27.6% of LG households, either single or married/living together have kids in the household, compared to 51.5% of straight households.
Couple With Children Living at Home 24.3% 57
Index Lesbians to Gay Men
Index
Adult Living Alone
32.3%
19.2%
59
Couple-No Children Living At Home
28.7%
19.9%
69
Couple With Children Living at Home
17.4%
32.3% 186
Adult Sharing Accommodation
20.0%
19.6%
98
5.6%
*SB
Adult With Children Living At Home
1.3% 0%
20%
40% Gay Men
60%
80% Lesbians
Household Size 54.6% 39.0%
34.5%
35.0% 26.4%
10.4% 1
Straight
2
Page 18
Gay
3+
100%
DEMOGRAPHICS Income Averages Mean Household Income Lesbians Straight F Gay M
$58,608 $71,622 $55,479
Straight M All Gay All Straight
$79,374
$56,723 $75,149
Mean Personal Income Lesbians
$26,426
Straight F
$34,457
Gay Men
$36,054
Straight M All Gay All Straight
$54,165 $31,609 $44,437
Mean Personal Incomes Employed Full or Part Time Lesbians
$53,062 $46,899 $26,426
Straight F
$47,415 $45,433 $34,457
Gay households earn on average only about 75% as much as straight people. Relative to straight female households, lesbians households fair slightly better (earning 82% as much) – gay male households, however, do somewhat worse, earning only 70% as much as straight male households. Average personal incomes of gays are on average only 71% as much as those of straight men and women. Lesbians average income is 76% as much as straight women, while gay men on average earn only 2/3 as much as straight men (67%) – this moderates slightly when comparing employed gay men to employed straight men (75%). Average personal income for straight women is 64% as much as straight men, but lesbians fair somewhat better relative to gay men (73%). But employed lesbians earn on average only 68% as much as employed gay men. The most significant contributor to income inequality among men is marital status: single gay men earn more than their straight counterparts ($43.3k) versus $40.3k. Among females, single lesbians over 25 earn on average more than their straight counterparts. (Note: Single lesbians over 35 – base unreliable)
Mean Personal Income Single, Employed Full or Part Time *=caution small base
Gay M
Straight M Age: 35+
$54,429 $50,903 $36,054 $71,794 $67,721 $54,165 Age: 25+
Age: 18+
Single Lesbians
$47,820*
Single Straight F
$48,372 $43,040
Single Gay M
$54,050 $52,491
Single Straight M
$58,211 $49,917
Age: 35+ Page 19
Age: 25+
DEMOGRAPHICS Income Distribution In terms of both personal and household income distribution, lesbians and gay fall disproportionately into lower income groups. Of particular note is the highly disproportionate number of LG people earning below $20,000, although this is likely a reflection of the higher levels of their participation in the part time work sector.
Household Income
This pattern (index higher on lower income bands and lower on higher income bands) holds true when comparing gays to straights on a same gender basis (see next page)
Straight
8.9% 3.7%
16.8% 10.2%
15.4% 13.6%
20.0%
18.0%
14.7% 18.0%
14.1% 17.0%
19.2%
9.8%
*=Small Base
Gay
5.9%
13.8%
12.9%
16.8%
16.5%
17.3%
18.4%
21.3%
44.6%
24.3%
Personal Income
Personal Income Index to Total Population 43
$75M + $50M-$74.9M
76
$35M-$49.9M
95
$20M-$34.9M
86
<$20M
184
40
60
80
100
Page 20
120
140
160
180
200
DEMOGRAPHICS Income (continued)
Personal Income Index Gay Men to Straight M 6.5%*/30
Personal Income Index Lesbians to Straight F $75M +
5.3%*/77 6.8%
17.7%/81 21.9%
$50M$74.9M
7.2%/60 12.0%
$35M$49.9M
19.0%/100 19.1%
$35M$49.9M
15.7%
$20M$34.9M
18.4%/101 18.2%
$20M$34.9M
24.3%
<$20M
36.5%/216 16.9%
<$20M
31.3%
$75M +
21.2%
$50M$74.9M
Gay Men
12.8%/82 18.4%/76 54.1%/173 Lesbians
Straight M
Household Income Index Gay Men to Straight M
Household Income Index Lesbians to Straight F $150M or Over*
5.3%/54
14.5%/67 21.8%
$100M$150M
13.2%/73
$75M$99.9M
14.9%/85 17.4%
$75M$99.9M
13.5%/81
$50M$74.9M
18.7%95 19.6%
$50M$74.9M
18.0%/85
$35M$49.9M
16.78%/34 12.5%
$35M$49.9M
15.0%/103
$20M-$34.9
16.1%/157 10.3%
$20M$34.9
14.7%/119
<$20M
15.2%/286 5.3%
<$20M
18.8%/262
$150M or Over*
3.9%/30 12.7%
$100M$150M
Straight F
Page 21
9.7% 18.0% 16.7% 21.2% 14.6%
12.4% 7.2%
DEMOGRAPHICS Principle Wage Earner Respondents in gay households are significantly less likely to rely on another person in the household to be the principle wage earner.
Principle Wage Earner Index to Total Population
This is particularly significant when comparing lesbians to straight women (bottom chart).
Principal Wage Earner Not Stated 1.0% Yourself/Other Hhld. Member Equally 24.0% 102
Other Household Member 28.7% 83
Principal Wage Earner Yourself 46.4% 112
Principle Wage Earner Yourself Indexed to All Females Lesbians, 121 Straight Women, 87
70
80
90
100
110
120
Principle Wage Earner Index Lesbians to Gay Men
130
Index
Principal Wage Earner Yourself/Other Hhld. Member Equally
23.2%
24.8%
107
Principal Wage Earner Other Household Member
19.0%
39.5%
207
Principal Wage Earner Yourself
55.8%
35.3%
63
Gay Men
Page 22
Lesbians
DEMOGRAPHICS Occupation Overall members of the LG community are less likely to be employed on a full time basis and more likely to be part time workers â&#x20AC;&#x201C; this, as can be seen in the chart below, is heavily driven by lesbians who are five times more likely to be part time employees than gay men.
Employment Status Index to Total Population
Not Employed 41.0% 103
The net takeaway is that LG people are not necessarily more likely to be unemployed. They are, however, very likely to be more underemployed.
Full-Time 41.8% 82
Employment Status Index Lesbians to Gay Men
Part-Time 17.0% 192
The chart on the lower right suggests that the underemployment among lesbians is not necessarily shared by women in general. In relative terms lesbians are considerably more likely to be part time workers and unemployed. The relative profile for gay men, on the other hand, suggests there is little difference in the employment status of this cohort and all men in general.
Full-Time
107
Part-Time
96
Not Employed
95
Index
Not Employed
44.2%
37.2%
84
Part-Time
5.5%
30.8%
563
Full-Time
50.3%
32.0%
63
0%
20%
40%
60%
Gay Men
80%
100%
Lesbians
Employment Status Index Lesbians to All Females, Gay Men to All Males Not Employed
Gay Men, 95
Part-Time
Gay Men, 96
Lesbians, 80
Lesbians, 262 Gay Men, 107
Full-Time
Lesbians, 76 20
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70
120
170
220
270
DEMOGRAPHICS Occupation Lesbians and gay men are disproportionately likely to be professionals (in keeping with the higher levels of education). However, they are also disproportionately likely to be engaged in “unskilled” work.
Occupation Index to Total Population
In the chart on the lower right it becomes apparent that LG people are under represented in the areas such as legal, medicine and finance.
Caution: Small bases Senior Managers/ Owners, 1.9%/59
Professionals, 7.6%/134 Skilled, 9.2%/87 Other, 39.9%
Technical/Sales/ Teaching/Other White Collar, 9.4%/88 Unskilled, 10.2% 115
Other Managers, 10.9%/90
Clerical/ Secretarial, 10.8%/87
Job Areas Involved In Index to Total Population Production/Purchasing/Transportation Legal/Medical
14.06%/122
1.74%/33
R&D/Engineering/Scientific
8.16%/111
Data Processing
8.33%/112
Marketing/Sales
8.33%/102
Human Resources/Personnel
8.85%/116
Finance/Accounting/Investment/Real… Corporate Policy
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9.03%/92 6.42%/106
DEMOGRAPHICS Home Ownership Lesbians and gay men are considerably more likely to rent than own compared to the total population.
Home Ownership Index to Total Population
Interestingly, lesbians are more likely to own their home than gay men.
But gay men are considerably more likely to live in condominiums than any other group.
Rent 38.0%/158 Own home 62.1%/81
Home Ownership Index: Lesbians to Gay Men Rent
42.6%
32.7%
77
Own home
56.1%
66.9%
119
Gay Men
Lesbians
Live in a Condominium Index to Total Population Lesbians
Gay Men
Gay (all)
Index
6.8%/203
12.3%/367
9.9%/296
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PSYCHOGRAPHICS
Explanation Appliance, Automotive, Alcohol Electronics/Tech, Finance, snacking Travel/Leisure, Groceries, Athletics Brand Loyalty, Health, Nutrition Environment, Personal & Social Views
Page 26
27 28 29 30 31 32
PSYCHOGRAPHIC CLUSTERS Explanation
The clusters comprise groups of people with similar attitudes toward the product category. Typically, there are four or five different groups for each product area. Development of the Clusters Development started with an extended list of statements covering the full of range of attitudes relevant to each product area. Correlation and factor analyses were then conducted for each product sector to establish the attitudinal dimensions relevant to the product area. Next, the sample was split into two halves, and for each half the distribution of population along those dimensions was analyzed to find clusters. The solutions from the two halves were then compared to determine the optimal numbers of clusters.
Gay Application of Clusters The clusters are presented indexed to the total population as a mechanism for easily identifying differences in attitudes between gay and straight people. In some cases the sample within a gay cluster may be too small to be stable as a relative measure. Generally any cluster which consists of less than 20% of the gay population should be regarded as directional in terms of its relationship to the general population; however, the percentage does accurately reflect the proportion of the gay population that conforms to the specific cluster. In these cases we have not included the index.
Next, the entire respondent data set was analyzed to produce final clusters by product and to distinguish statements required to define respondents into those clusters from statements that essentially correlate with the factors. Only those statements required for assigning respondents to the clusters are maintained in the questionnaire. In each PMB release respondents are assigned to the pre-established clusters according to their answers to the questions in the questionnaire. How Clusters are Assigned A detailed list of the questions and answers assigned to each cluster is attached as Appendix 1.
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PSYCHOGRAPHIC CLUSTERS Appliance, Automotive, Alcohol Appliance/Home Furnishings Index to Total Population
Low-Tech Boomers Style-Not-Techie
14.2% 14.4% 23.4%
26.0%/120
18.6%
The Get Set 16.7% Comfortable Technophobes
Clearly attracted by style and repelled by “techiness “, they only do things in the home when they absolutely have to. Over 50% will have nothing to do with technology-type stuff.
21.7%
Connected Handymen 14.1%
27.8%/151
19.4% Straight
Gay
Automotive Index to Total Population Driven By Safety
34.9%/126
Capitalist Roadsters
19.3%/145
Driving Miss Daisy
15.5%
Car Is A Tool
13.5%
I Love My Wheels
12.2%
30.5% 14.5% 16.3% 19.4% 14.2% Straight
Gay
Beverages/Alcohol-Clusters Index to Total Population Shaken Not Stirred Temperants Rosé Experimenters The Keg Crowd
27.6%/164 24.3%/98 18.6%/95 25.4%/106
18.3% 27.6% 21.1% 25.5% Straight
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Gay
Reliability and safety are the watchwords … but there are a number of more affluent gays who are “into” cars and have the money to afford luxury.
Gays are not that different from straights in their drinking preferences drinking, except for a larger proportion who drink different types of alcoholic beverages and agree that they are prepared to pay more for good wine.
PSYCHOGRAPHIC CLUSTERS Electronics/Tech, Finances, Snacking Home Electronics/Technologies Index to Total Population Disinterested
Out of Touch
Technos
This profile is not much different from the general population: about one third get excited by technology, and the rest don’t.
23.5% 23.4%/108 35.9% 36.3%/113 34.8% 36.3%111 Straight
Gay
Business/Financial/Real Estate Index to Total Population Buy Now, Pay Later
Super Savers
28.3%/117
One third of gays live from day to day. They’re not really aware of their financial situation, and they tend to pay the minimum on their credit cards.
26.6% 20.6%
9.9%
Paycheque To Paycheque
33.5%/153
Have It, Make More
26.2%/117
22.8% 24.3% Straight
Gay
Candies/Snacks Index to Total Population Relaxed Nibblers Anti-Snackers Low-Cal Snackers
7.8%0 7.1%
12.2% 13.2%
17.7%/88
Snack Happy
24.3%/156
Closet Snackers
39.8%/132
22.8% 16.2% 31.2% Straight
Gay
Page 29
Gays eat junk food! They’re more likely than straights to be “snack happy” (they buy snacks for the flavour) and closet-snackers (they give themselves indulgent, guilty pleasures).
PSYCHOGRAPHIC CLUSTERS Travel & Leisure, Groceries, Athletics Travel/Leisure/Recreational Activities Index to Total Population Luxury & Adventure Artsy-Craftsy Fishing & Gaming Cultured And Active
32.3%/124
27.5% 17.2%
15.5% 20.3%/74 29.0%/148
30.2% 20.6% Straight
Gay
They seek new, exotic destinations and give it plenty of thought and planning. They do active things (hiking, skiing, etc.) on vacation and are influenced by newspapers and guides in the selection of trips.
Groceries/Food Shopping/Cooking/Eating Index to Total Population Eat 'n' Run
41.7%/186
Budget Family Shoppers
24.0%/116
Premium Convenience Brand Central
19.1%/81
They are not avid grocery shoppers, not even at the premium level. They are more likely to get takeout and less likely to cook meals for themselves.
22.5% 23.0% 26.0% 23.7%
12.2%
Straight
Gay
Sports/Athletics-Health & Sports Clusters Index to Total Population Running A Household
25.7%/139
Health Enthusiasts
20.7%/95
Armchair Athletes
16.5%
Sport Agnostics Sports Minded Jocks
26.7%/162
6.4%
20.0% 23.3% 24.3%
17.5% 10.4% Straight
Gay
Page 30
Gays are simply not into sports or competitive healthy lifestyle activities. They have other aspects of their lives that are more important and other interests ranging from boating to ballet.
PSYCHOGRAPHIC CLUSTERS Brand Loyalty, Health & Nutrition
Brand Loyalty/Advertising/Price Index to Total Population Disinterested
Brand Over Price
Price Sensitive
Engaged
LG people are not very different from straight people in respect to their attitude toward brands, although they are slightly more likely to go for brand-name over price.
13.8%
16.3% 25.6% 28.1%/118 31.1% 30.6%/109 25.4% 22.1%/93
Straight
Gay
Health & Nutrition Index to Total Population Better Late Than Never Health Conscious Champions Eat Hard, Play Hard Calories Can't Touch Me Living Healthy
12.9% 16.8% 6.8%
19.3%/133 18.1%/82
The “Calories Can’t Touch Me” group are “unhealthy by choice”. They are more likely to drink and smoke and are less likely to use low cal sweeteners or take diet pills.
12.7% 14.8% 11.8% 14.9% 23.2% Straight
Gay
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PSYCHOGRAPHIC CLUSTERS Environment, Personal & Social Views
The Environment Index to Total Population Man Can't Control Nature I Do What I Can Passive Environmentalists The Greener Greens
One in three are likely to be antienvironmental – “global warming is a natural occurrence and there’s nothing we can do about it”. Overall around 80% are not strongly into environmental issues.
28.6% 34.7%/134 26.3% 22.2%/89 17.9% 19.1%/109 22.7% 21.2%/102 Straight
Gay
Personal and Social Views Index to Total Population Savouring The Slow Lane
Liberal Materialists Ambitious, Educated Socialists Traditionalists Independent Introverts
12.7% 21.9%/125 34.4%/165 7.8% 21.2%/108
21.6% 18.0%
Not surprisingly, LG people are more liberal and less traditionalist than the total population.
21.2% 13.5% 21.3% Straight
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Gay
ATTITUDINAL STATEMENTS
Explanation Statements
Page 33
34 35
ATTITUDINAL STATEMENTS Explanation
Respondents are asked how strongly they agree with a set of statements on a scale of 1 to 10. These statements and their responses follow. Notes about the Statements In each case the charts that follow refer to the top 4 box ratings (7 or higher). As with the Psychographic clusters, the percentage is a reliable measure of the portion of the gay population that agrees with the statements at this level. However, where the percentage is less than 15% to 20% the sample is not large enough to comfortably establish comparative indices. In these cases we have not included the index.
Page 34
ATTITUDINAL STATEMENTS
Agree with statement (Top 4 box) Index to Total Population 41%
I am excited by the development of new technologies
I cannot imagine life without the internet
I Probably Should Drink Less Alcohol
I Am Prepared To Pay More For Good Quality Wine
Drinking Is Part Of My Lifestyle
I Love Expensive Sports Cars
My Personal Care Routine Is A Real Chore To Me
45%, 120 48%, 57%, 131 21%. 30%, 151 31%
42%, 150 21% 28%, 146 21% 25%, 125 18% 21%, 125
57%
Confid Greatly Enhanced When I Know I Look My Best
I Like To Change My Appearance With Cosmetics
I Don't Feel Complete Without A Perfume/Fragrance
I Look For Bargains In Second-Hand Clothing Stores
67%, 129 15% 23%, 157 20% 26%, 133 26% 41%, 163 0%
20%
40% Straight
Page 35
60% Gay
80%
ATTITUDINAL STATEMENTS
Agree with statement (Top 4 box) Index to Total Population 27% Some enviro damage is acceptable consquence of progress 30%, 120
I Prefer To Buy Organic Products
25% 33%, 139
Im Better Informed About Nutrition Than Avg Person
44% 48%, 120
I Love To Cook
52% 59%, 124
I Feel Guilty When I Eat 'Junk Food'
41% 49%, 125
Main Goal-Make Great Deal Of Money QuickAsPossible
26% 33%, 137
I Spend Money More Carefully Than I Used To
64% 73%, 125
Seldom Make Financial Move w/out Consulting Expert
29% 32%, 122
I Am More Of A Spender Than A Saver
30% 23%, 154
I Consider Myself An Entrpreneur
17% 20%, 128 Straight
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Gay
ATTITUDINAL STATEMENTS
Agree with statement (Top 4 box) Index to Total Population Believe Should Be Supportive Of Same Sex Relationshps
I am Very Supportive Of Alternate Lifestyles
More Immigration To Canada Should Be Encouraged
Use Of Marijuana Should Be Legalized In Canada
Universal Day Care Should Be A Government Priority
I Want To Get To The Very Top In My Career
I Have A Keen Sense Of Adventure
I Enjoy Being Extravagant
I Find I am Easily Swayed By Other People's Views
I Do Not Manage My Time Very Well
50% 74%, 158 40% 65%, 171 27% 35%, 133 34% 52%, 164 54% 61%, 123 38% 44%, 122 48% 55%, 123 21% 38%, 183 22% 34%, 156 27% 43%, 163 Straight
Page 37
Gay
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R EPORT P REPARED B Y
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FINANCIAL SERVICES
Institutions, Accounts Debit and Credit Cards Phone and Internet Banking Financial Planners, Loans Mortgage, Mutual Funds Savings, RRSPs, Stocks Life Insurance, Philanthropy
Page 39
40 41 42 43 44 45 46
BANKING AND FINANCE Institutions, Accounts
Relationship with Banks and Credit Unions Index to Total Population Bank --- Main Banking Institution
63.89%/103
Bank -- Sometimes Use
84.55%/110
Credit Union -- Main Banking Institution Credit Union -- Sometimes Use
7.64%/186 10.24%/135
Banking & Financial Services Index to Total Population Electronic Banking Package
16.15%/146
Private Banking
13.02%/120
Flat Fee Package
19.27%/114
Pre-Authorized Bill Payment
29.17%/137
Senior's Package
12.67%/129
Kind of Account Used in Previous 12 Months Index to Total Population TFSA (1-YR)
22.05%/154
Savings (1-YR)
57.47%/140
Chequing (1-YR)
81.77%/120
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BANKING AND FINANCE Debit and Credit Cards Personally Have Debit/Bank Cards Lesbians
92.1%
Gay Men
88.4%
Gay
90.1%
Straight
86.8%
Personally used Credit/Bank Card for in past 30 days Index to Total Population Pay bills
42.5%/115
Make a purchase
69.6%/114
Deposits
60.9%/123
Cash withdrawals
84.0%/120
1 Card
2 Cards Gay
Gay Men Page 41
3-4 Cards Lesbians
5 or More
1.13%*
9.68%
5.91
21.4%/112
24.8%/130
23.3%
28.2%/142
18.7%/94
23.1%
32.7%/147
20.0%/90
26%
Number of Credit Cards Index to Total Population
BANKING AND FINANCE Phone and Internet Banking Personally Used Telephone or Internet Banking in Past 3 Months Index to Total Population Lesbians
54.5%/111
Gay Men
68.1%/138
Gay
61.6%/125
Straight
38.4%
Main Uses of Telephone/Internet Banking in Past 3 Months Index to Total Population Transferring Funds
34.2%/136
Paying Bills
52.6%/134
Account Queries
46.0%/136
Main Uses of Internet Banking Index Lesbians to Gay Men Transferring Funds
23.87
InAccount Queries
40.97
Index
29.7
124
30.45 74
0%
20%
40% Gay Men
Page 42
60% Lesbians
80%
100%
BANKING AND FINANCE Financial Planners, Loans
Personally Used Financial Planner in Past 12 months Lesbians
23.68/50
Gay Men
47.74/179
Gay
36.63/137
Straight
30.42
Currently Have Loans and Lines of Credit (LOC) Index to Total Population Overdraft Protection
9.55%/106
Personal LOC
21.5%/111
Home Equity LOC
Personally Have a Loan or LOC
8.9%/86
48.8%/109
Page 43
BANKING AND FINANCE Mortgages and Mutual Funds
Personally Have a Mortgage Index to Total Population Lesbians
18.8%*
Gay Men
27.1%/120
Gay Straight
23.4%/76 35.7%
Mutual Fund Ownership Index to Total Population Lesbians
20.3%*
Gay Men
34.2%/120
Gay Straight
27.6%/96 35.5%
Mutual Fund Ownership Within RRSP Index to Total Population Lesbians
13.5%*/61
Gay Men
26.8%/120
Gay Straight
20.7%/93 25.9%
Page 44
BANKING AND FINANCE Savings, RRSP, Stocks
Tax Free Savings Accounts Index to Total Population Lesbians
35.0%*/135
Gay Men
58.7%/226
Gay
47.9%/185
Straight
28.4%
RRSP Index to Total Population Lesbians
28.2%/72
Gay Men
37.4%/95
Gay
33.2%/84
Straight
45.0%
Stocks and Bonds Index to Total Population Lesbians
18.8%*/135
Gay Men
10.65%/76
Gay
14.2%/102
Straight
15.9%
Page 45
BANKING AND FINANCE Life Insurance & Philanthropy
Personally Carry Life Insurance Index to Total Population Lesbians
37.6%/76
Gay Men
46.1%/94
Gay
42.2%/86
Straight
54.8%
Personally Donated to Charity in Past 12 Months Index to Total Population Lesbians
47.7%/96
Gay Men
52.9%/106
Gay
50.5%/101
Straight
55.7%
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