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[QUOTE]Originally posted by mondayschild: [QB] Home > Archives: 07/17/2003 > News: Survey: Gay Consumers Among The Earliest Technology Adopters New! One-click to print a full text edition of today's MediaDailyNews. Take it on the train, read it at lunch, give it a try today. July 17, 2003 Media News Avis Heads Into Summer Promo It has been exactly 40 years since the birth of one of the advertising industry's most notable campaigns and most memorable taglines. Now, Avis is taking "We Try Harder" to the people. Saturday Evening Post Continues Revival When media pundits talk about the Saturday Evening Post, they usually toss around phrases like "well-evolved" and "hearkening back to a simpler era." In other words, they're trying to say, as euphemistically as possible, "this is an old publication for an older audience." K-R Continues Slight Newspaper Rise Knight Ridder continued the patterns set by the national newspapers yesterday by posting minimal but positive revenue gains for the second quarter. Maxim Expands Their Brand Organic Style Gets A Boost NBC To Premiere Race to the Altar Holmes Signs Two-Year Deal with NBC Independent Film Channel Signs VOD Deal Online Media ABC Joins Motion Movement on the Internet In a move that could eventually encompass all of Disney Corp.'s Internet properties, ABC.com has adopted the same technology that brings content and commercials to broadband users' desktops via ESPN.com. Survey: Gay Consumers Among The Earliest Technology Adopters Gay men and women are among the first to adopt new devices and online tools, making them an important demographic for online marketers. Homestore To Provide Listings For MSN Tribal DDB LA Chooses DoubleClick One to One Interactive Partners with CentrPort Yahoo! News Creates Weekly Washington Insider Clear Ink Wins Five Awards in Q2 Archives Survey: Gay Consumers Among The Earliest Technology Adopters By Newswire Report Thursday, July 17, 2003 Gay men and women are among the first to adopt new devices and online tools, making them an important demographic for online marketers. That's according to Forrester Research, Inc., which for the first time recently asked respondents to its annual Consumer Technographics Benchmark Study of 60,000 households to indicate their sexual orientation. "Gays Are The Technology Early Adopters You Want" includes data on device adoption and online behavior by gay men and women, as well as recommendations on how to best market to this influential group. "Gay men and women are tech-savvy consumers who use the Internet and tech devices at significantly higher rates than their heterosexual counterparts for shopping, banking, entertainment, and community building," said Jed Kolko, principal analyst at Forrester. "Marketers need to take a close look at the consumer behavior of gay men and women to determine a strategy in targeting a group of consumers who have been consistently overlooked." In addition to being wealthier and better educated, gay men and women are avid Internet users. Eighty percent of gay men and 76 percent of lesbians are online, compared with 70 percent of straight men and 69 percent of straight women. Gays are also one-third more likely to have broadband connections and have been online longer than heterosexuals. Twenty-nine percent of gay men and women have been online for more than seven years, versus 18% of heterosexuals. Although any group of higher-income, more highly educated consumers will be earlier adopters of technology, significant differences in gays' technology behavior emerged after adjusting statistically for online tenure and demographic differences. Gay men, for example, are more likely to own portable MP3 players and browser-enabled phones, and they are more than two times likelier to own a personal video recorder (PVR) device like TiVo. Gay men and women also turn to the Internet in higher numbers for entertainment and community-building activities. The Internet makes it easier for gays to meet online without the pressures of losing one's anonymity and provides a link to the gay community through tools like text chat, instant messaging, and personal Web pages. In an effort to reach gay consumers, Forrester recommends that marketers target gay audiences directly by advertising in gay publications and at gay events. Additionally, because gay men and women differ from heterosexuals in many of the same ways when it comes to consumer behavior, marketers can treat the gay market as a single audience. It may be best, however, to avoid asking consumers about their sexual orientation for direct marketing purposes. Twenty percent of respondents did not answer Forrester's sexual orientation question - for the time being, inquiring about consumers' sexuality may not be worth the effort and potential of alienating consumers. [URL=http://www.mediapost.com/dtls_dsp_news.cfm?newsID=212572]http://www.mediapost.com/dtls_dsp_news.cfm?newsID=212572[/URL] [/QB][/QUOTE]
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