A study by Nielsen and Toluna points to the public as the largest consumer in streaming and influencer content; group does not see sincere support from brands and has low recall of campaigns.

The survey “Community LGBT+: what is in focus?”, conducted by Nielsen in partnership with Toluna, pointed out the community as the largest consumer of online content and products, however, despite 72% of respondents claiming that they buy from brands that take a stand, 57% declare that they do not believe that the positioning takes place in an organic way, but for their own interest. The data also show that advertisements aimed at the movement are not very prominent: 27% of the LGBT+ public declare they do not remember having seen any advertisements and they are even less remembered by those who do not belong to the group. Regarding the messages noticed by the group by segment, fashion appears first with clothes, shoes and accessories, followed by drinks and makeup.

The survey polled 1455 people in the week of May 15: “Our purpose is to promote a better media future for all people. We understand that we are embracing not only diversity, but equity and inclusion, because if we cannot represent a society as it is, plural, with our data and analyses, we will not be doing a good job”, comments Sabrina Balhes, leader of media measurement by Nielsen Brazil.

Biggest consumers of digital

The survey data reveals that this is a highly connected audience, 81% of respondents say they consume streaming with high weekly frequency, with a preference for YouTube, Netflix and Amazon Prime Video, and said they spend more than nine hours a week in online activities, a higher percentage when compared to those who are not part of the community. They are also the audience that most follows TV and influencer content, being a strong consumer of trends, which indicates an opportunity for the influence marketing market.

Regarding connectivity, the group has a high level of internet access outside the home, accessing mostly through smartphones, followed by notebooks, with the connection mostly made after 10 pm to see the news on websites or applications and with a strong habit of online shopping, with food, clothing and beverages being the main products sought after. According to Balhes, this is a very connected audience and this is reflected in the way he assesses and interacts with brands.