Market Research

DIVERSITY & EQUALITY READER SURVEY RESULTS

MPG has commissioned OutNow Consulting to conduct reader research across its three main publications and their web sites (Gay Times, Pink Paper and Diva). This reader survey was conducted in Autumn/Winter 2007 and the results published in March 2008.

This is the most extensive survey of the gay, lesbian and bisexual readership and the first to include questions in relation to Diversity and Equality in the work place. Here are the specific work place findings from a total sample of over 1200 respondents.

When you apply for a job, how important is the employer’s equality and diversity staff policy?

Very important
750 (61.37%)

Quite important
316 (25.86%)

A little important
102 (8.35%)

Unimportant
54 (4.42%)

Does your employer belong to the Stonewall Diversity Champions programme?

Yes
96 (8.09%)

No
516 (43.51%)

Not sure
574 (48.40%)

Total
1186 (100%)

How do you think your employer and your workmates treat gay and lesbian staff?

Absolutely perfectly, couldn’t be better
370 (32.43%)

Pretty well
441 (38.65%)

Okay generally, but there are some little issues
260 (22.79%)

Not that good; there are problems in this workplace
51 (4.47%)

Very badly
19 (1.67%)

Total
1141 (100%)

If you knew that a company supports its gay and lesbian staff with corporate equality and diversity policies, would that affect your decision to choose to buy their products or services?

Yes, definitely
374 (30.88%)

Yes, probably
450 (37.16%)

Maybe
264 (21.80%)

Not really
70 (5.78%)

Not at all
53 (4.38%)

Total
1211 (100%)

Which of the following do you use when job hunting?

On average all respondents use at least 3 different sources for finding jobs (3684/1186 = 3.1)

Daily National Newspaper 15.45% (of which Guardian 7.8%)
Sunday National Newspaper 2.39%
Recruitment Agency 9.93%
Online Job search sites 18.81% (of which Guardian online 3.26% and Pink Paper.com 3.04%).
Professions based magazines/journals
Local newspaper 15.17%
Local Job Centre 10.56%
Other 9.4%*

*Also the fortnightly L&G publication Pink Paper was listed by 4.86% of the sample. Which given its ABC of 40,000 compared to those of national papers shows the importance of relevance of content and context to the market. Pink Paper.com is almost as frequently used as mass market Guardian Jobs online .