Gays Lead Non-Gays in Cell Phone Use, Cable TV and HDTV Viewership

ROCHESTER, N.Y.—December 15, 2004—According to a recent nationwide online survey, eight in 10 (79%) gay, lesbian and bisexual (GLB) adults have cellular phone service compared to a slightly lower percentage (72%) of heterosexual adults.

In addition, more than two-thirds (69%) of gay adults report subscribing to cable television services compared with less than two-thirds (61%) of their non-gay counterparts. The data also reveal that gay consumers are twice as likely to have a television with high definition resolution (HDTV) in their homes than heterosexual consumers (16% vs. 8%), as well as are more likely than non-gays to obtain a high definition TV within the next six to 12 months (44% vs. 31%).

These newest findings corroborate the enthusiasm and affinity that gay and lesbian consumers have for electronic technology and their propensity to seek out the latest trends in consumer electronics and television. The highlights are from a recent quarterly telecommunications study conducted online between September 8 and 14, 2004 by Harris Interactive^®, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the gay consumer market. A total of 828 non-gay and 243 self-identified gay, lesbian and bisexual (GLB) adults were surveyed.

The survey reveals that gay and lesbian consumers appear to differ somewhat from heterosexual consumers in how they use and choose their wireless service. For example:

• Gays are more likely to combine business and personal cell phone usage. More than half (56%) of gay consumers say they use their wireless service for both personal and business calls compared to 42 percent of non-gays. By contrast, non-gays are much more likely to use their cell phones exclusively for personal use than gays and lesbians (57% vs. 43% respectively).

• A higher percentage of gay and lesbian consumers (38%) than heterosexual consumers (22%) report that they are likely to visit websites of wireless service providers when selecting a provider; gays are also more likely to consult consumer publications or reports (11% vs. 7%). Both groups rely most, however, on advice from friends and family in almost equal measure (42% for GLB vs. 41% for heterosexuals).

"It’s no secret that the cellular market is becoming increasingly saturated, and these data can help marketers distinguish between GLB and heterosexual consumers’ use and purchase considerations," said Jake Stafford, senior marketing strategist at Witeck-Combs Communications.

Stafford added, "The research also suggests that as gays continue to embrace emerging technologies such as HDTV, there is room for innovations that would continue to spur the buying preferences of trend-setting gay customers."

GLB refers to gay, lesbian and bisexual respondents. The percentage of respondents has been included for each item. An asterisk (*) signifies a value of less than one-half percent. A dash represents a value of zero. Percentages may not always add up to 100% because of computer rounding or the acceptance of multiple answers from respondents answering that question.

"Which of the following types of telecommunications services do you currently use?"

Base: All adults

Note: Numbers may not add up to 100 percent due to rounding.

"Does your household currently own a television with high-definition resolution (HDTV)?"

Base: All adults

Note: Numbers may not add up to 100 percent due to rounding.

"Assuming HDTV programs and channels are available where you live, how likely are you to consider the purchase of an HDTV set in the next 6 to 12 months?"

Base: Adults without HDTV

Note: Numbers may not add up to 100 percent due to rounding. Also, caution should be used when viewing these GLB data because of the very small sample size.

* Heterosexual adults without HDTV (n=754)

** GLB adults without HDTV (n=207)

"Which of the following statements best describes how you use your cell phone?"

Base: Adults who are current mobile phone users

Note: Numbers may not add up to 100 percent due to rounding. Also, caution should be used when viewing these GLB data because of the very small sample size.

* Heterosexual current mobile phone users (n=611)

** GLB current mobile phone users (n=187)

"Which of the following sources did you use to help select your current wireless provider?"

Base: Adults who are current mobile phone users

Note: Caution should be used when viewing these GLB data because of the very small sample size.

* Heterosexual current mobile phone users (n=611)

** GLB current mobile phone users (n=187)

Harris Interactive conducted the survey online between September 8 and 14, 2004 among a nationwide cross section of 828 non-gay U.S. adults and among 243 self-identified gay, lesbian or bisexual adults (ages 18 and over). Figures for age, sex, race, education, region and income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a sampling error of plus or minus 3 percentage points for the results from the heterosexual sample and plus or minus 7 percentage points for the GLB results. Sampling error rates for heterosexual and GLB sub-sample results are higher and vary. The online sample was not a probability sample.

Witeck-Combs Communications, Inc. (www.witeckcombs.com) is the nation’s premier strategic marketing communications firm, specializing in reaching the gay and lesbian consumer market. With over nine years experience in this unique market, Witeck-Combs Communications has developed respected relationships throughout the community and serves as a bridge between corporate America and gay and lesbian consumers. In April 2003, American Demographics magazine identified Bob Witeck and Wes Combs as two of 25 experts over the last 25 years who have made significant contributions to the fields of demographics, market research, media and trendspotting for their path breaking work on the gay and lesbian market.

About Harris Interactive^®

Harris Interactive Inc. (www.harrisinteractive.com), the 15^th largest and fastest-growing market research firm in the world, is a Rochester, N.Y.-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll^® and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results.

Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through U.S. offices and wholly owned subsidiaries: London-based HI Europe (www.hieurope.com), Paris-based Novatris (www.novatris.com), Tokyo-based Harris Interactive Japan, through newly acquired WirthlinWorldwide (www.wirthlinworldwide.com), a Reston, Virginia-based research and consultancy firm ranked 25^th largest in the world, and through an independent global network of affiliate market research companies. EOE M/F/D/V.

To become a member of the Harris Poll Online^SM and be invited to participate in future online surveys, visit www.harrispollonline.com.

Nancy Wong
Harris Interactive
585-214-7316

Kelly Gullo
Harris Interactive
585-214-7172

Jake Stafford
Witeck-Combs Communications, Inc.
202-887-0500 ext. 16
jstafford@witeckcombs.com