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U.S. GLBT Consumers Love Hybrids

10:24 pm by ratso in Uncategorized

prius A recent study reveals that the GLBT crowd loves hybrids.

Representing over $600 billion in buying power, U.S. gay, lesbian, bisexual and transgender (GLBT) automotive consumers favor luxury and import brands according to Harris Interactive AutoGLBT.

Study Highlights

According to the AutoGLBT study, GLBT consumers favor luxury brands
versus non-luxury brands, though balancing image with affordability is
a high priority.

GLBT consumers (51%) are significantly more interested in hybrid
electric vehicles than their non-gay counterparts (34%) and feel that
they are worth paying more money for.

Automakers’ quest to move away from “traditional” media sources–having
more of an online presence and “viral marketing” focus — hits squarely
at 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.