2013 Report on the Canadian LGBTQ Sector

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

80 C UMBERLAND S TREET • 1503 • T ORONTO • M5R 3V1 ( 416) 967.3337 • FAX (647) 967 -2728 • WWW . PROTEANSTRATEGIES . COM

TABLE

     

OF

CONTENTS

Overview About the Report Demographics Psychographic Clusters Attitudinal Statements Section 2 

Financial Services Focus

Page 2

3 6 11 26 33 38 39

OVERVIEW

The Canadian LGBT Marketplace: more and less than what we thought

Page 3

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%). .

Page 4

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 (*).

Page 8

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

Page 9

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

Page 10

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

Page 12

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

Page 13

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

Page 14

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+

Page 15

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

Page 17

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

Page 23

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

Page 24

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

Page 25

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.

Page 27

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

Page 28

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

Page 31

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

Page 32

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

Page 36

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

IBM GLOBAL SERVICES SECTION 2 BANKING AND FINANCE FOCUS

R EPORT P REPARED B Y

80 C UMBERLAND S TREET • 1503 • T ORONTO • M5R 3V1 ( 416) 967.3337 • FAX (647) 967 -2728 • WWW . PROTEANSTRATEGIES . COM

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

Page 40

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%

Page 46