Hasta La Creative!

Marketers have been wish-washy at best when deciding whether or not to target the LGBT population. Take Target, for example, which rolled out a number of product lines last year aimed at the segment, but in the past had stumbled over mixed-messages on its LGBT position. 

Now, with mobile use on the rise, marketers that don’t target LGBT consumers are missing out on one of the most active mobile user groups in the U.S., according to a study commissioned by Publicis Groupe’s Digitas.

Partnering with Community Marketing, the agency surveyed 1,595 lesbian, gay, bisexual, and transgender respondents over the age of 18 in the U.S. All owned mobile devices. The Human Rights Campaign endorsed the agency’s research.

Continue reading at AdAge.com