Gay Men & Lesbians more likely to emphasize importance of web access to financial institutions.

When deciding where to conduct their business, gay men and lesbians (60%) are more likely than heterosexuals (50%) to say it is important that a financial services institution provide services through the Internet.

In addition, gays and lesbians are more likely than heterosexuals to say it is important that a financial services institution is sensitive to the fact that different kinds of families have unique needs (55% vs. 42%), has inclusive policies and bans discrimination against “people like me” (69% vs. 38%), and has advertising that portrays “people like me” (20% vs. 11%). Gays and lesbians also are more likely than heterosexuals to agree that it is important for them to know that a financial institution does not discriminate (69% vs. 41%).

These are several highlights of a nationwide online survey of 2,433 U.S. adults (ages 18 and over) conducted between June 7 and 13, 2006, by Harris Interactive®, a worldwide market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the gay, lesbian, bisexual and transgender market (GLBT).

“Though it’s not surprising to learn of people’s sensitivity toward how banks and financial institutions handle their assets, we found it interesting that gays and lesbians were more likely to favor the Internet in conducting their transactions,” says John Butler, Senior Communications and Marketing Strategist of Witeck-Combs Communications. “And, the results clearly show how important it is to gays and lesbians that their financial institutions express equal respect and fairness.”

Financial decision-making and seeking advice

The survey finds that gays and lesbians are more likely than heterosexuals to agree that they feel confident enough to make sensible investment decisions (33% vs. 23%) and that they enjoy learning about investing and talking with their friends and families about it (27% vs. 18%).

Additionally, gays and lesbians are slightly more likely than heterosexuals to seek financial advice from the Internet (22% vs. 17%) or from magazines, books or newspapers (19% vs. 11%), but they are slightly less likely to seek financial advice from an accountant (4% vs. 9%) or directly from a bank representative (4% vs. 9%).

Note: Total includes all heterosexual, gay, lesbian, bisexual and transgender respondents. Total and gay/lesbian samples also include an over-sample of gay/lesbian respondents.

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For more information at http://www.harrispollonline.com.