China: Mobile platforms for gays and lesbians in China along with other related business, media and groups are working together to produce a pioneering market research on the LGBT community’s consumer habits and lifestyle.
Community Marketing & Insights (CMI) in partnership with Shanghai LGBT Professionals and supported by 20 LGBT cooperative partners across China recently conducted their 1st Annual China LGBT Community Consumer Lifestyle Survey of more than 8,000 people.
“This is the first time such data is being collected in a methodically vigorous fashion in China, using sophisticated research software and analysis, CMI said in its press release.
The results of this research will be published in a report to be released at the 1st Annual China Pink Market Conference with an expected attendance of 150 Fortune 500 company market leaders, major advertising firms and agencies that will discuss LGBT marketing and outreach opportunities.
“This breakthrough study of LGBTs in China is the most comprehensive and widest-reaching ever, and reflects the diversity of the global LGBT community,” said David Paisley, CMI’s Senior Research Director.
“This timely study provides businesses and the public with practical insights into the depth and breadth of the Chinese LGBT community, which CMI considers to be the most important emerging market in the world,” Paisley added.
CMI has been conducting LGBT consumer research for 20 years. Methodologies include online surveys and focus groups and clients span a wide spectrum of industries Gilead Pharmaceuticals, Japan National Tourism Organization, Target Brands, Johnson & Johnson and Wells Fargo Bank.
“There are more than 70 million LGBT people in China, equivalent to the UK’s population,” said Geng Le, CEO of Blued, the largest mobile app for gay people in China today with eight million active users.
“Gay and lesbian consumers are a force to be reckoned,” he said.
“Women are a mainstay of e-commerce in China today. With LGBT consumers acknowledged as increasingly important, the lesbian dimension brings unique market opportunities,” said Anson Lu, Founder of the L, the largest and most advanced lesbian social app in China today.
“Tens of millions of gay and lesbian customers exist in China, but brands don’t yet possess the data or cultural familiarity needed to take advantage,” said Steven Paul Bielinski, Founder of Shanghai LGBT Professionals, a business network for gay and lesbian employees in China and platform for dialogue and partnership with companies on LGBT corporate equality.
With this information from sectors ranging from IT, to travel, hospitality, luxury goods, finance will have a better understanding of the hopes and dreams of the LGBT community in China, he added.