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Impact of same-sex couples in ads on purchase decision in the U.S. 2019

According to a study from May 2019, seven percent of responding U.S. adults said that they would be more likely to purchase a product after seeing a same-sex couple in an ad. At the same time 18 percent said they would be less likely to purchase a product for which an ad featured a same-sex couple. For nearly half o f the respondents that did not matter.

Effect of seeing same-sex couples in advertising on purchase decision of adults in the United States as of May 2019

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Source

Release date

June 2019

Region

United States

Survey time period

May 28 to 31, 2019

Number of respondents

3,721 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

Q: If an advertisement featured a same-sex couple, would you be more or less likely to consider purchasing the product?

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Statistics on "Inclusion and diversity in advertising in the U.S."

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