The LGBT population is seen as a highly promising target for mobile marketing, exhibiting a greater degree of familiarity with mobile devices than seen in the general population, according to a survey commissioned by Publicis Groupe's Digitas. In addition, "gay men and lesbians are twice as likely to use mobile shopping technology than their straight counterparts," the study concluded, noting that 32% of gay men and 29% of lesbians purchase items via mobile devices.

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