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TECHNOLOGY FEATURE

US survey analyzes differences in gay/straight media consumption


Ross von Metzke | April 06, 2005

ROCHESTER, New York — According to a recent nationwide survey conducted online, the media consumption habits of lesbian, gay and bisexual adults are different than those of heterosexual adults.

With vast differences found in viewing of cable television, alternative print media, online media and magazines in particular, the study finds that 76-percent of LGB adults frequently or occasionally watch basic cable. That�s nearly 10-percent more than straight adults.

Similarly, 45-percent of LGB adults say they watch premium, or pay, cable–� in comparison, only 37-percent of straight adults watch premium channels.

Those differences jump more significantly with regard to the reading of alternative publications. Nearly twice as many LGB adults (49-percent) frequently or occasionally read the alternative press. Likewise, 3 out of ten LGB adults listen to alternative or independent radio.

"Gays, lesbians and bisexuals are as avid as ever about connecting to television programming and publications that are directly relevant to their lives, needs and tastes," Bob Witeck, CEO of Witeck-Combs Communications, said in a statement to the press. �This research tells us they are looking beyond traditional mass media for news and entertainment trends that intrigue them and, more importantly, that also include them."

Additional findings conclude that almost across the board, LGB adults are more avid consumers of mass media than their heterosexual counterparts. The survey, conducted by Harris interactive, concludes that LGB adults spend more time on the internet, visiting web blogs and viewing mainstream online channels. Furthermore, LGB respondents are more likely to read specialty or niche magazines than heterosexuals. The difference is widely apparent with travel (31-percent to 19-percent) and entertainment (40-percent to 28-percent).

Harris interactive is based out of Rochester, NY and conducted these surveys between March 8 and 14, 2005. More than 2,600 adults were surveyed, 177 of whom self-identified as gay, lesbian or bisexual. – Gay Link Content


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