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While many American households cut spending and shift consumer priorities to cope with tough, new economic realities, a new national survey conducted online by Harris Interactive® shows marked differences in responses based on gender and sexual orientation, frequently with lesbian adults feeling more vulnerable when compared to other populations, while gay men appear less likely to cut back discretionary spending compared with their heterosexual counterparts.
A majority (55%) of all U.S. adults indicate that they will be impacted by the economic downturn. Among other groups the economic downturn is perceived to have more influence. For example, when asked to think about their own personal circumstances today, 3 out of 4 (75%) adult lesbians say they feel the impact of the severe economic downturn will affect individuals and households like theirs more than others. In contrast, this opinion was held by 60% of heterosexual women and 55% of gay men.
Not surprisingly therefore, when asked about spending for entertainment generally, over four out of 10 lesbians (44%) said they likely will reduce their spending, in contrast to fewer than a quarter (24%) of gay men. Similarly, when asked about plans to take a vacation from home lasting more than a week – a clear majority (56%) of heterosexual adults said they were not at all likely to do so within the next 6 months – compared to 42% of gay and lesbian adults who agreed. Looking only at gay men, 39% said they were not at all likely to take a vacation compared to more than half (52%) of heterosexual men.
The new nationwide survey of 2,449 U.S. adults, (ages 18 and over), of whom 232 self identified as gay or lesbian (which includes an oversample of lesbian, gay, bisexual and transgender adults), was conducted online between October 20 and 27, 2008, by Harris Interactive, a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the GLBT market.
“In light of this historic, severe recession, very few Americans remain unscathed. All consumers must make tougher choices on spending, saving and investing – and our findings highlight some of these personal trade-offs,” said Bob Witeck, CEO of Witeck-Combs Communications.
Witeck added that, “Gay households are hardly immune, and demographic research confirms that GLBT consumers are not more affluent than others. However, we see lesbians once again showing more vulnerability than gay men, and while gay men also are scaling back in spending options, it is less so than heterosexual households. Not surprisingly, while more same-sex households, especially women are raising children, proportionately more gay male households remain childless and therefore may feel somewhat freer to make choices in today’s tight economy.”
In one category that gay men report they plan to economize will be in purchasing gifts for this year’s holiday season with 60% saying they will reduce spending compared to 1 of 2 (50%) heterosexual men. Again, with smaller households and fewer children, this trade-off may be logical for gay males. Interestingly, when it comes to dining at a restaurant, more than a quarter (28%) of lesbians say they are not at all likely to decrease spending on eating meals out within the next 6 months compared to only 16% of heterosexual women who say they do not expect to decrease spending on restaurant meals.
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MoJaKa (11/20/08 7:00:53 PM)
What isn't mentioned is that women still earn less than men do for the same work. A woman may make .70 cents to every dollar a man makes. Obviously then a household with two male heads will... |
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Gay Households Cope with Falling Economy
