Our Reader Demographic

Our readers are greatly involved in their city, and highly engaged in our magazine: attending and participating in events, fundraising for charity, buying products and services from gay-friendly businesses - and they use GayCalgary Magazine as their guide.

Our magazine continues to innovate the publishing industry by harnessing new technologies, ensuring our place in the future. We have a following of over 9000 people through our website and other social media.

We cite the following sources for the statistical data to follow:

1. 2010 LGBT Community Study - Results for GayCalgary® Magazine Respondents (an independent study)
2. GayCalgary® Magazine 2010 Reader Survey (an in-house survey)
3. 2009 LGBT Consumer Index Study - Survey Results for GayCalgary® Magazine Respondents (an independent study)
4. 2011 LGBT Community Study - General Results (an independent study)
5. GayCalgary® Magazine 2012 Alberta Gay Bar Survey (an in-house survey)
6. 2012 LGBT Community Study - Results for GayCalgary® Magazine Respondents (an independent study)
7. 2013 LGBT Community Study - Results for GayCalgary® Magazine Respondents (an independent study)
8. CMI 2013 LGBT Travel Survey (an independent study)

Gender Identity^[5]

Male

66.7%

Female

29.0%

Trans-Identified and Genderqueer

4.3%

61% are aged 18-39^[5]

Sexual Identity^[5]

Gay

63.8%

Lesbian

18.8%

Bisexual

13.4%

Queer

11.6%

Other

9.2%

78% are fully out to their family.^[2] 81% are fully out to their friends.^[2] 61% are fully out at work.^[2]

Annual Household Income^[7]

$25,000 - $50,000

14.0%

$50,000 - $75,000

18.0%

$75,000 - $100,000

13.0%

More than $100,000

28.5%

54.5% have a Bachelor's Degree, Master's Degree or Doctorate^[7]

Planned Purchases from 2013^[7]

Primary Residence

10.0%

Vacation Home

3.5%

Furniture

25.0%

Major Vacation

46.5%

Car

11.5%

Laptop Computer

16.5%

Tablet Computer

17.0%

Smart Phone

21.5%

75.4% have Brand Preference, but are Willing to Try Other Brands^[3]

Loyalty^[2]

As a direct result of reading GayCalgary Magazine, readers:

• 80.6% visited a website for more info.
• 60.5% attended an LGBT Community event.
• 36.1% attended a play, concert, or movie.
• 35.3% purchased a product or service.

67% are more likely to attend an event sponsored by GayCalgary Magazine.^[2]

Awareness^[2]

The following made readers aware of upcoming events:

Advertisements in GayCalgary Magazine

89.1%

Articles in GayCalgary Magazine

89.9%

Find Out section in GayCalgary Magazine

90.8%

Web Banners on GayCalgary.com

73.9%

The average reader spends 70 minutes reading a print copy of GayCalgary® Magazine each month.^[2]

Food & Beverages

• 44.2% Drink Vodka^[1]
• 43.7% Drink Beer^[7]
• 41.5% Drink Wine
• 29.4% Drink Rum^[1]
• 25.4% Drink Gin^[1]
• 23.1% Drink Whiskey/Bourbon^[1]
• 17.5% Drink Tequila^[1]

76.8% spend money to drink Coffee at home.
83.1% spend money to drink Coffee while out.
At least 42.8% spend money on Energy/Sports Drinks.

Bars & Restaurants

• 90% regularly dine out with friends.^[1]
• At least 69% drink alcohol while out.^[4]

Spend between $50 and $99 per Week at Restaurants^[3]

34.1%

Spend over $100 per Week at Restaurants^[3]

20.6%

• 73.4% regularly go to a Bar or Club.^[1]

Spend between $20 and $49 per Week at Bars^[3]

29.0%

Spend over $50 per Week at Bars^[3]

27.8%

Travel

• Over th epast 12 months, Gay/Bisexual men have on average made 4 leisure trips, paid for 3 round-trip flights, and spent 9 nights at a hotel.^[8]
• Over th epast 12 months, Gay/Bisexual women have on average made 4 leisure trips, paid for 2 round-trip flights, and spent 7 nights at a hotel.^[8]
• When selecting a destination, 59% are influenced by articles on LGBT websites, 54% by articles in LGBT print magazines, 50% by display ads in LGBT print magazines, and 41% by banner ads on LGBT websites.^[8]

Reading^[2]

97.5% rarely or never read Beatroute Magazine
96.7% rarely or never read SEE Magazine
95.8% rarely or never read WHERE Magazine
95.0% rarely or never read VUE Magazine
90.7% rarely or never read Avenue Magazine
85.9% rarely or never read FFWD Magazine
81.5% rarely or never read daily papers

• 72.3% will only pick up an LGBT Community Magazine if it is free^[2]

Sports & Fitness

• 59.2% are Sports Spectators^[1]
• 52.6% Eat Healthy daily^[1]
• 65.7% purchased Vitamins in the past year^[6]
• 40.3% regularly go Hiking^[1]
• 15.5% purchased a Bike in the past year^[6]
• 40.6% purchased a Gym Membership in the past year^[6]
• 18.2% belong to an LGBT Sporting Organization

Most Popular Sports:
Make their next purchase happen at your store! Build loyalty and trust in your product brand!

Swimming

45.8%

Cycling

32.5%

Jogging

30.0%

Golf

16.4%

Skiing

13.6%

Baseball/Softball

8.3%

Basketball

7.5%

Snowboarding

6.4%

Clothing & Fashion

• 38.5% spent over $1000 on Clothes in the past year^[6]

15.5% plan to make a major clothing purchas in the next 12 months^[1]

Family & Friends

• 47.0% live with their Partner^[2]
• 27.2% have Children under 18^[2]

Social Contacts^[1]

What should people buy their LGBT friends? What should LGBT people buy their friends? Offer some solutions to this dilemma!

Almost Exclusively LGBT

15.2%

Primarily Gay or Lesbian with some Straight Friends

19.1%

Equal Mix of LGBT and Straight

49.7%

Primarily Straight Friends

16.0%

Home & Real Estate

• 41.1% Live in the Downtown Core^[5]
• 56.5% Live in the Suburbs^[5]
• 41.5% Rent their Primary Residence^[5]
• 44.9% Own their Primary Residence^[5]

Entertainment

• 94.1% listen to Music^[3]
• 89.8% watch Television^[3]
• 75.1% listen to the Radio^[3]
• 55.6% play Video Games^[3]

69.3% regularly go out to see Movies^[1]
31.4% regularly go out to Live Theatre Performances^[1]
26.4% regularly go out to Live Music Concerts^[1]
23.0% regularly go out to see Opera/Ballet/Symphony^[1]

Pets^[7]

• 36.3% spend more than $100 per month on their Pets

Dog Owners

44.7%

Cat Owners

36.5%

Bird Owners

3.5%

Other Pets

14.4%

Community

• 47.4% spend time volunteering for no non-profits^[7]
• 45.8% attend LGBT Community Fundraising Events^[1]
• 41.2% belong to an LGBT Community Organization^[2]