More than half (55%) of gay and lesbian Americans read some type of blog, compared with only 38% of heterosexuals, according to a recent Harris Interactive Poll. Blogs about news and current affairs (34%) were most popular among gay and lesbian adults, followed by personal blogs (32%) and political (28%) blogs:
Key findings:
- Some 34% of gay and lesbian adults online reported reading news and current-issue blogs, compared with only 22% of heterosexual adults.
- A quarter (25%) of gay and lesbian adults also read entertainment and pop culture blogs, compared with 15% of heterosexuals.
- 28% of gay and lesbian adults read political blogs—twice the number of heterosexuals (14%).
- 14% of gay and lesbian respondents reported reading travel blogs, compared with 8% of heterosexual respondents.
Social Networking
Gay and lesbian adults also connect online through social networking sites more often than their heterosexual counterparts:
Key findings:
- Slightly more than half (55%) of gay and lesbian adults state they are members of Facebook, compared with 46% of heterosexual adults. Lesbians are strong users of Facebook—65% report being a member.
- 43% of gay and lesbian respondents report being members of MySpace, compared with 30% of heterosexual respondents.
- 23% of gay and lesbian respondents reported being members of business-oriented social networking site LinkedIn, compared with 13% of heterosexual adults who stated they are members.
"In several years of capturing trends, we see again that gays and lesbians are not only looking to stay well informed but also to expand their key social, professional, and personal connections online," said Bob Witeck, CEO of Witeck-Combs Communications, a PR firm that specializes in the gay and lesbian market and took part in the Harris Poll. "As companies work to make the most of their advertising budgets in the current economic climate, blogs and social networking sites are an even more powerful cross-section of opportunities today when reaching out to this market."
Gays and lesbians' opinions about advertising on social networks:
Some 20% of gay and lesbian adults reported being a member of Twitter, compared with 12% of heterosexual adults:
About the data: Harris Interactive conducted the study online May 11-18, 2009, within the United States among 3,000 adults (ages 18 and over), of whom 2,451 self-identified as heterosexual and 404 self-identified as gay or lesbian. Harris conducted the survey in conjunction with Witeck-Combs Communications.
