Just days after the South African national census wrapped up, TheMarketingSite.com have announced plans to conduct a lesbian, gay, bisexual, transgender and intersex census 2011.
According to organisers the objective of the census is, “To gather current data that can be used to better understand and support this [LGBTI] community, and to supply businesses, advertisers and sponsors who support LGBTI events, media and activities with statistical information on the size, make-up and importance of this valuable niche market.”
The census is a partnership between Mr Gay South Africa, Pink Loerie Promotions and gay website, Mambaonline
Urging LGBTI people to participate, the organisers said, “We will use the results of this survey to understand you better, to provide you with information about products and services that will enhance your lifestyle and career and to give markers an insight into how valuable you are as a target market.”
The survey consists of 10 sections and takes approximately 20 minutes to finish. To participate follow this link: http://www.themarketingsite.com/live/content.php?Item_ID=17657
A census is the procedure of systematically acquiring and recording information about the members of a given population. It is a regularly occurring and official count of a particular population.
The Associated Business network of South Africa, ABNSA, Gay Consumer Profile of 2008 was reported as the first largest, gay consumer survey in South Africa’s history.
The statistical analysis on this report was done by Qualitative Quarter, an independent market research company and the results were verified by Theta Projects.
Nicola Kleyn, a senior lecturer from the University of Pretoria’s Gordon Institute of Business Science, assisted with the analysis of the results.
According to that survey, “The gay population is approximately 10 per cent of the general population. There are over 4.8 million gays and lesbians living in South Africa, which is a large consumer segment to ignore. Advertising agencies, marketers and brand managers who ignore this market are overlooking an immensely significant demographic.”