YouGov researched the media consumption habits of the lesbian, gay or bisexual (LGB) audience in the US.
The research revealed that LGB community is more likely to consume OOH ads as compared to the average American. 33% of them had seen an ad on the side of a bus in May 2019 as compared to 28% of most Americans.
Also, this community leans more towards streaming videos than traditional TV, with 37% having a paid account on Netflix and 18% on Hulu. While only 59% of Americans streamed video services compared to 70% from the LGB community over the last 30 days.
YouGov’s data also found that 68% of respondents liked it when advertisers get involved in social issues. Advertisers could also invest in digital magazines since this community read 40% more online magazines than the average American in May 2019.
[4 minute read]