According to the Spring 2010 Experian Simmons GLBT study, gays/lesbians/bisexuals (GLB) are above average in internet usage. A little over 46% of the group ranks above average for Internet Activity, while just under 17% are average. In comparison just under 33.5% of heterosexuals are above average, while almost 23% are average. Experian Simmons' definition of Internet Activity is it "indicates the overall general online activity level for a respondent".
Interestingly, if we look at just gay men versus heterosexual men the gay men's group jumps to almost 52.5% for being above average for internet activity while the heterosexual men's group slips slightly to just under 32.75%.
All four groups, GLB, Heterosexuals, Gay men and heterosexual men all are about the same level for being below average for internet activity, ranging from 25% for gay men to 28.75% for heterosexual men.
If we look at propensity to be above average by group we find the gay men are 55% more likely to be above average in internet activity and GLB as a whole are 37% more likely. Heterosexuals are 1% less likely to be above average in internet activity and heterosexual men are 3% less likely to be above average.
The study is of LGBT and heterosexual adults 18 years of age and older.
About Experian Simmons: Experian Simmons brings consumer targets to life with vivid and complete profiles including lifestyles, attitudes, purchase behaviors and media use. For over 50 years, Experian Simmons has delivered the superior consumer research insights that performance-driven marketers need to make confident decisions necessary to grow their business. The high quality custom and syndicated research privides clients with fast and easy access to vivid consumer profiles of national and local populations, including detailed insights into the multi-faceted Hispanic community.
