Research has shown, for example, that Netflix is the favorite streaming service
Nielsen presented the second edition of the survey “LGBTQIA+ Community: what is in focus?”, which aims to encourage inclusion and promote diversity by addressing social issues, revealing media consumption habits of this group and the population in general.
The study portrays the behavior of the LGBTQIAP+ community on several fronts, such as media, digital, retail, e-commerce, streaming and services, in addition to portraying consumer behavior, online presence, opinion about influencers and representation in advertisements.
“In the specific case of advertising, it is common to see many campaigns supporting the LGBTQIA+ cause in June. However, it is necessary to go beyond the pride month and think about this cause throughout the year, promoting public and corporate policies”, said Sabrina Balhes, Measurement Leader at Nielsen Brasil.
The survey was carried out between February 3 and April 10 of this year, with 50% of respondents being members of the LGBTQIAP+ community.
Inclusion in brand media and content
When asked about how inclusion can be expanded in branded content and advertisements, 52% of respondents stated that it is necessary to avoid stereotypes in advertisements and programs, while 47% believe in the involvement of the LGBTQIA+ community in this regard.
In addition, 47% of survey participants argue that the inclusion of this population group should be rooted in all areas of a company, not just advertising and programming.
Streaming and news consumption
The survey pointed out that the LGBTQIA+ audience is one of those who consume the most content on TV, pay and open, and among the most accessed items are streaming series marathons.
Among streaming platforms, Netflix is the favorite of 90% of respondents, with 86% of them claiming to watch series. On YouTube, for 79% of those consulted, the main activity is music.
When it comes to news, the preference of 72% of respondents is TV, whether paid or open.
Social networks
The LGBTQIAP+ audience is the most connected on Instagram and Twitter, compared to the weekly population average. The data revealed that they spend an average of 2.22 hours on Instagram, more than the general data (1.73).
In terms of the public, the survey pointed out that users of this network are primarily young (18-44 years old) and that women (LGBTQIA+ and the general population) use it more than men, mainly to accompany: family and friends (64%) , funny memes and videos (58%) and influencers (58%).
Regarding Twitter, the community spends an average of 0.88 hours on this social network, while the general population spends only 0.59 hours.
Consumption of products and online content
Also according to the survey, most LGBTQIA+ consumers (76%) are the ones who make the most purchases online and use smartphones to make their new purchases. This rate drops to 70% in the general population.
When considering purchases in physical stores, the preferences of the general public are cleaning products (63%), non-alcoholic beverages (55%) and medicines (53%).
Influencers
When asked how much time they spend each week with influencers, the general public revealed that they invest about an hour more than LGBTQIA+ audiences, averaging 4.5 hours and 3.5 hours, respectively.
However, the concern with social responsibility is a determining factor for the LGBTQIA+ community. For 29% of respondents, commitment to the topic is essential to follow an influencer. Among the general population, this number stands at 25%.
