The first study of its kind, Harris Interactive’s AutoGLBT (gay, lesbian, bisexual and transgender) study provides OEM vehicle manufacturers, automotive advertising agencies and media channel outlets with in-depth U.S. GLBT consumer research by utilizing a large and sophisticated online specialty panel of self-identified GLBT participants of approximately 45,000 individuals and growing.

The AutoGLBT study provides insightful research to assist automotive firms in producing best-in-class, cost-effective marketing strategies targeting gay, lesbian, bisexual and transgender consumers. In many respects, these consumers are very similar to non-GLBT consumers – but there are instances where their points of view vary considerably. Identifying and understanding the degree and impact of these differences is critical to any effective marketing effort targeting these communities. It is also important to be aware how the development of a GLBT-targeted campaign may affect your other demographic and targeted markets.

Get answers to these questions:

• How do GLBT consumers view automotive brand-specific GLBT marketing campaigns?
• Which TV, radio, Internet or print media channels do GLBT consumers frequent?
• What is the reputation of each automotive brand in the GLBT community?
• How brand loyal are GLBT consumers?
• How do GLBT consumers differ from the general U.S. population?
• How environmentally conscious are GLBT consumers?
• What is the GLBT interest in fuel economy technologies – hybrid, diesel engines, and fuel-cell technologies?

What Makes Understanding Gay and Lesbian Consumers so Important?

It’s a simple matter of economics and emerging consumer visibility. The discretionary income of GLBT consumers is growing every year, along with their presence in the workplace and marketplace. Recent estimates gauge the gay consumer market worth more than $610 billion in buying power today, and that will rise to $744 billion by 2009. Major business media such as The Wall Street Journal, Advertising Age, and others are closely watching for trends and seeking expert data.

Companies are increasingly aware of the presence of lesbians and gays as consumers, shareholders, employees and business owners. Competition among companies also has turned this awareness into creative marketing possibilities – underscoring the urgency for credible market research. Marketers are taking a close look at the 15 million self-identified GLBT Americans and learning important new details about brand loyalty and customer preferences, as well as the value, size, and characteristics of this long overlooked and under-served population.

With Harris Interactive’s GLBT Automotive Specialty Panel and our strong partnership with Witeck-Combs Communications, Inc., we not only gather accurate data faster and more cost effectively but also conduct research never before possible. AutoGLBT delivers a comprehensive analysis of this important demographic market and at a fraction of the price of a proprietary research study.

The AutoGLBT study includes the following information:

• AutoGLBT Gay, Bisexual vs. Heterosexual Male Comparison
• AutoGLBT Lesbian, Bisexual vs. Heterosexual Female Comparison
• In-depth Demographics and Autographics
• Brand Awareness, Perception and Preference
• Vehicle Financing
• Media Consumption
• Social Activism
• Technology Preferences
• Vehicle Personalization

Detailed statistics on GLBT consumers include:

Contact Us

For more details on AutoGLBT research contact us at info@harrisinteractive.com or call 877.919.4765.