Sex and the Single HDTV
Cable providers were favored by the GLB group. More than two-thirds (69%) report subscribing to cable television compared to only 61% of their non-gay counterparts - although heterosexual adults appear to have a higher preference for satellite TV than GLB viewers (27% vs. 20%). What this says about the respective TV services or the two groups' sexual preferences is beyond me, but there it is.
When it comes to HDTV ownership, twice as many GLBs (16%) are watching an HDTV in their dwellings (16%) whereas only 8% of the heterosexuals have taken the high definition leap. While 84% of both groups said that they did not own an HDTV, a surprisingly high percentage (8%) of the heterosexuals fell into the "Not sure" category. GLBs are evidently more secure in their technological orientation, or they're unwilling to admit their uncertainty on a survey form. So, if you're a marketing person, these results lead you to think that advertising aimed at GLBs should focus on purchasing an HDTV while ads slated for the heterosexual market should be based more on education about HDTVs. (You can see the ad slogans now: "Home Theater for Heterosexuals" and "HDTV - It's Not Just for Gays, Lesbians,and Bisexuals Anymore!" That ought to go over really well in middle America...)
When asked "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?", five percent of the heterosexuals were either "Extremely likely" or "Very likely" as opposed to 14% of the GLBs who felt likewise. "Somewhat likely" was the answer from 26% of the heterosexuals compared to 30% of the GLBs. For the "Not very likely" and "Not at all likely" categories, the breakdown was 70% (heterosexual) vs. 57% (GLB). (The numbers may not add up to 100% due to rounding.)
Ultimately, of course, the results of this survey mean little, if anything at all. Whether you're straight, gay, lesbian, bisexual, asexual, or an alien from another planet, it's pretty much certain that you'll like home theater and HDTV - unless you're part of the group who doesn't know what it is. To you, we say get to a consumer electronics store immediately and discover how to really spice up your life. You'll love it.