Although it’s no secret to anyone in the gay community that spending choices among lesbians and gay men often differ from their straight counterparts, a new poll conducted by Harris Interactive over the summer reflects not only buying habits but a palpable reaction to ever-rising gas prices.

The study conducted online interviewed 2,818 self-identified gay, lesbian, bisexual and transgender adults [aged 18 and over], and found a strong propensity [51% vs. 34% for non-gay respondents] to consider buying a hybrid over a gas-only vehicle, with the attendant belief that the extra cost was justified.

This week, as U.S. gas prices plunged to a national average of $2.48 a gallon, energy officials attributed the drop to seasonal low usage, and cautioned that gas prices are certain to rise throughout the fall. The rise will coincide with year-end car deals that may draw car buyers out to the dealerships, and in particular, to car makers known to market to the gay community.

The Harris Interactive polls showed that 72% of GLBT consumers were more likely to buy from a company that specifically reached out to the community via advertising. Volkswagen, Subaru, Volvo and BMW are perceived as the top brands that extend the greatest outreach to the GLBT community.

Highlights from the Harris Interactive GLBT Study say:

GLBT consumers favor luxury brands versus non-luxury brands, though balancing image with affordability is a high priority.

Automakers’ quest to eschew "traditional" media sources – choosing instead more of an online presence and "viral marketing" focus – has proved to resonante with the GLBT consumer. This group relies heavily on both the Internet [62%] and "word-of-mouth" [45%] advice when deciding which vehicle to purchase.

Gay males [17%] are more likely than the GLBT population on a whole [12%] to listen to satellite radio programming, with the majority of these respondents [67%] tuning in to GLBT-specific stations.


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