Chart - LGBT Mobile Shopping Activities

Many LGBT mobile owners put their devices to use for travel and shopping, reveals a new study from Digitas. Comparing the shopping activities of gay men and lesbians, the study reveals that much like the population at-large, men are more likely than women to engage in a variety of mobile shopping activities, with gay men more likely to: use mobile scanners while shopping (39% vs. 32%); use shopping applications (38% vs. 28%); and buy items on their mobile devices (32% vs. 29%). The study also finds that roughly one-quarter of respondents have purchased a hotel stay (25%) or flight (23%) from their device in the past 3 months.

More than one-quarter also claim to have planned a flight (30%) or hotel stay (26%) from their mobile device in the past 30 days.

The study contrasts the incidence of those activities with past research studies of the general mobile population to conclude that the LGBT community over-indexes in mobile travel and shopping. While that may be the case, without an apples-to-apples comparison (where a general population sample is surveyed alongside the LGBT sample) the data may not be definitive enough to draw such a conclusion. Read the rest at MarketingCharts.