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Who Buys Source

For Gay men, the median household income is $83,000 per year (Gay singles, $62,000; Gay couples living together, $130,000), with 40% of Gay men reporting household incomes in excess of $100,000 per year. For Lesbians, the median household income is $80,000 per year (Lesbian singles, $52,000; Lesbian couples living together, $96,000), with 36% of Lesbians reporting household incomes over $100,000.

Community Marketing, Inc., 2007

The 2006/2007 Gay/Lesbian Online Census showed that 66% of male and 61% of the female respondents had a college degree, with 26% of male and 25% of female survey participants having earned some type of graduate degree.

OpusComm Group, 2007

According to the 2006/2007 Gay/Lesbian Online Census, 51% of Gay men and 65% of Lesbians are in a committed relationship (either partnered, civil union or same-sex marriage).

OpusComm Group, 2007

According to the 2006-2007 Gay/Lesbian Online Census, 4% of Gay men and 19% of Lesbians have children under the age of 18 living at home.

OpusComm Group, 2007

Of those Gays and Lesbians with household incomes of over $100,000, 50% reside in just four states -- California, New York, Florida and Texas.

Community Marketing, Inc., 2007

When taking leisure trips, 30% of Gay men say they travel alone, compared to 19% of Lesbians and 15% of Heterosexuals.

U.S. Travel Association, 2006

When They Buy Source

June is Gay and Lesbian Pride Month.

Qtopia Media, 2007

A 2005 study conducted by Community Marketing, Inc., showed that October is the most popular travel month for Gay and Lesbian vacationers, followed by September and February.

Community Marketing, Inc., 2005

Why They Buy Source

Based on the 2006-2007 Gay/Lesbian Online Census, 66% of males and 58% of females either "agree" or "strongly agree" that they are more likely to purchase products or services whose advertising utilizes Gay themes.

OpusComm Group, 2007

Based on a 2007 survey by Community Marketing, 88% of Gay men and 91% of Lesbians said their purchasing decisions are favorably influenced by corporate sponsorships of LGBT (Lesbian, Gay, Bisexual and Transgender) events and participation in LGBT charities.
 

Community Marketing, Inc., 2007

Eighty-five percent of both Gay men and Lesbians say that advertising in Gay media favorably influences their decision to purchase products or do business with a company.

Community Marketing, Inc., 2007

According to a 2007 Witeck-Combs survey, 39% of Gays and Lesbians say they routinely upgrade to the latest model of various products (compared to 32% of Heterosexuals), and 38% indicate they like to keep up with the latest styles and trends (compared to 32% of Heterosexuals).

Witeck-Combs Communications, 2007

According to a survey conducted by Witeck-Combs Communications and Harris Interactive, why Gay/Lesbian consumers prefer to shop in certain stores (multiple answers): Price and value, 85%; selection, 49%; convenient location, 48%; quality of products, 48%; customer service, 15%; advertising and sales promotions, special coupons, 9%; store reputation for welcoming customers like them, 8%; more attention to latest styles and trends, 8%; recommendation by friends or family members, 1%.

 

, 2006

According to a 2006 survey conducted by Harris Interactive and Witeck-Combs Communications, the most important considerations for Gay and Lesbian consumers in deciding which hotel to stay in while on vacation: Pricing, 71%; location, 63%; cleanliness, 44%; fair treatment of guests like them, 22%; amenities, 16%; sense of security, 11%; guest rewards program, 10%; recommendation from friend/family, 7%; standard large chain, 5%; physical accessibility, 5%; boutique hotel, 2%; historic building, 1%; other, 3%.

Harris Interactive, 2006

How They Buy Source

A 2007 survey by New American Dimensions showed that 26% of Gay men spent $1,000 or more on fashion in the previous year, compared to 20% of women.

Marketing Daily, 2007

A 2007 survey by New American Dimensions found that Gay men dine out more often than women (2.3 times per week on average for men, versus 1.8 times for women), with 29% of men spending $100 or more per week, compared to 18% of women.

Marketing Daily, 2007

A 2007 study by Community Marketing found that 80% of Gay men and 79% of Lesbians made a purchase with a Visa card in the past month, while 64% of Gay men and 56% of Lesbians made a purchase with a MasterCard, and 36% of Gay men and 24% of Lesbians bought something with an American Express card.

Community Marketing, Inc., 2007

Based on the 2006/2007 Gay/Lesbian Online Census, 21% of the respondents reported that their monthly mortgage payment was between $1,000 and $1,199.

OpusComm Group, 2007

A 2006 study by the Travel Industry Association revealed that Gay men spent an average of $800 on their most recent leisure trip when traveling alone, compared to an average of $570 for Lesbians and $540 for Heterosexuals.

U.S. Travel Association, 2006

Based on the results of a 2006 survey by Harris Interactive and Witeck-Combs Communications, Gays and Lesbians are more likely (79%) than heterosexuals (54%) to say they most often go online to book hotel accommodations for personal travel.

Harris Interactive, 2006

What They Buy Source

According to a 2008 survey by Prime Access and PlanetOut, brands perceived to be the most gay-friendly were Bravo, Apple, Showtime, HBO, Absolut and Levi's. Companies receiving the lowest marks among gay and lesbian consumers were Wal-Mart, Dunkin' Donuts, Cracker Barrel, Exxon Mobil and Samsung.

Marketing Daily, 2008

According to a 2007 study by Community Marketing, types of social/entertainment activities that Gay men participate in on a monthly basis: Go to dinner with friends, 88%; drink at least one alcoholic beverage per week at a restaurant or bar, 72%; go shopping at brick-and-mortar stores, 66%; go to a movie, 63%; work out at a gym, 53%; go to a club or bar, 50%; attend live theatre, 39%; visit a museum, 24%; go to the beach, 22%; go dancing, 20%; attend a live sporting event, 13%.

, 2007

A 2007 survey by New American Dimensions showed that the favorite automotive brands among Gay and Lesbian consumers are Toyota (30%), Honda (22%), Ford (16%), BMW (15%) and Chevrolet (14%). Brands that are perceived as being the most supportive of the Gay/Lesbian community are Subaru (60%), Volvo (22%) and Volkswagen (12%).

Marketing Daily, 2007

A 2007 study by Mintel Research determined that 87% of lesbians have at least one pet, as do 71% of gays.

Research Alert, 2007

The top 10 product categories advertised in Gay and Lesbian print media in 2006: Real estate, 11.6%; bars and clubs, 10.8%; services/non-medical (full-size ads for wedding planning, lawyers, counselors, etc.), 10.0%; professional services (small-size ads for local doctors, dentists, lawyers, accountants, etc.), 6.4%; phone services/personals, 6.2%; retail products and services, 5.8%; fitness/health, 5.3%; restaurants, 4.6%; hotels/resorts, 3.1%; classifieds, 2.9%.

, 2007

A 2007 study by OpusComm Group showed that 58% of Gay consumers own their own homes, condos or co-ops, as do 56% of Lesbian consumers.

OpusComm Group, 2007

A 2007 survey by Community Marketing showed that Gay men dine out an average of four times a week, while Lesbians dine out an average of three times per week.

Community Marketing, Inc., 2007

Research by Community Marketing concluded that 55% of Gay men and 48% of Lesbians prefer vodka as their favorite spirits drink.

Marketing Daily, 2007

According to a 2007 survey by Community Marketing, among both Gay men and Lesbians, the three most-watched major networks were 1) NBC, 2) ABC and 3) CBS.

Community Marketing, Inc., 2007

A 2007 survey by Community Marketing showed that the most popular mainstream publications among Gay men were the New York Times, Men's Health and GQ, while the three most widely-read mainstream publications among Lesbians were People, AARP The Magazine and O The Oprah Magazine.

Community Marketing, Inc., 2007

A 2007 study by Witeck-Combs showed that 60% of Gays and Lesbians are likely to ask for specific brands when ordering alcoholic beverages (including beer, wine and spirits), compared to 42% of Heterosexuals. 

Witeck-Combs Communications, 2007

According to a 2007 Harris Interactive survey, types of pets owned by gay/lesbian consumers (more than one answer possible): Cat, 63%; dog, 63%; fish, 14%; bird, 5%; other, 20%.

Harris Interactive, 2007

A survey of just over 2,500 U.S. adults, conducted by Harris Interactive, determined that excluding email, 32% of gays and lesbians say they are online between 24 and 168 hours per week, compared to 18% of heterosexuals.

Harris Interactive, 2007

According to the 2006-2007 Gay/Lesbian Consumer Online Census, the favorite cable networks of males are Bravo, Comedy Central and A&E, while the favorite female networks are A&E, Discovery Channel and Bravo.

OpusComm Group, 2007

U.S. Census Bureau research found that 20% of people who are part of same-sex couples do not have health insurance, compared to 11.5% of married different-sex partners.

Research Alert, 2007

Twenty percent of Gays and Lesbians took a cruise vacation in the past year, with 28% of this group taking more than one. The median age of the Gay cruise traveler is 47, with a household income of $120,000.

Community Marketing, Inc., 2006

Where They Buy Source

The 2006/2007 Gay/Lesbian Online Census found that men typically live in cities, while women tend to reside in suburbs, villages and rural areas.

OpusComm Group, 2007

According to the 2006/2007 Gay/Lesbian Online Census, the top three fields in which the respondents were employed were Education, Healthcare and Computer Technology.

OpusComm Group, 2007

A 2007 Witeck-Combs survey showed that Gays and Lesbians (32%) are more likely than Heterosexuals (18%) to spend between 24 and 168 hours per week online.

Research Alert, 2007

Based on a 2006 survey by the Travel Industry Association, respondents identified the top Gay-friendly U.S. travel destinations as: 1. San Francisco, 75%; 2. Key West, 57%; 3. New York City, 51%; 4. Fire Island (NY), 48%; 5. Provincetown (MA), 46%; 6. Los Angeles, 38%; 7. Miami/South Beach, 37%; 8. Las Vegas, 36%; 9. New Orleans, 34%; 10. Palm Springs/Palm Desert (CA), 33%; 11. (tie) Boston, Chicago, Fort Lauderdale/Wilton Manors (FL) and San Diego, 29%; 15. Seattle/Bellevue, 27%.

U.S. Travel Association, 2006

Business Trends Source

A study by Witeck-Combs Communication estimated that spending by Gay and Lesbian consumers amounted to approximately $660 billion in 2006, up from $610 billion in 2005 and $580 billion in 2004. The buying power of the Gay and Lesbian community is predicted to exceed $835 billion by 2011.

Witeck-Combs Communications, 2007

The Gay and Lesbian population in the U.S. is estimated to be around 15.3 million, a number that is expected to increase to 16.3 million by 2011.

Witeck-Combs Communications, 2007

According to the Gay Press Report, advertising spending in publications targeting the gay/lesbian/bisexual/transgender audience increased 205% between 1996 and 2006. Ad revenues in 2006 totaled $223.3 million, an increase of 5.2% over the prior year.

Editor & Publisher, 2007

The 2006/2007 Gay/Lesbian Online Census determined that 90% of the respondents were registered voters, with the majority of them supporting the Democratic party. 

OpusComm Group, 2007

Based on research by the Gay Press Report, just 19 Fortune 500 brands advertised in gay-targeted publications in 1994, compared to 183 brands who did so in 2006.

Editor & Publisher, 2007

Misc Source

More than 75 cities around the world have implemented Gay tourism campaigns.

Community Marketing, Inc., 2007

A 2007 Community Marketing survey found that 31% of Lesbians and 40% of Gay men had made a financial contribution to a political party in the past year.

Community Marketing, Inc., 2007