Did you know that...
National statistics show that in percentage, the gay and lesbian market is the
most affluent and loyal group of all?
Why? Because...
TWO INCOMES + NO KIDS = MORE DISPOSABLE INCOME
Consumer Buying Power
MARKET
No. OF PEOPLE
BUYING POWER
AFRICAN AMERICAN
36 MILLION
$688 BILLION
GAY AMERICAN
17 MILLION
$485 BILLION
HISPANIC AMERICAN
37 MILLION
$653 BILLION
ASIAN AMERICAN
12 MILLION
$344 BILLION
Source: Selig Center (African-American, Hispanic and
Asian-American Buying Power), U.S. Census estimates, and Witeck-Combs
Communications and MarketResearch.com (GLB Buying Power), 2003.
Gay Market Consumer Data
Gay market reports that 78 percent of gay online users prefer to buy from companies that advertise to the gay market.
Research shows that gay consumers are...
Over twice as likely as national
index to be professionals or managers
Average household income over $85.4K
Are 3.4 times more likely to have household income over $250K
The 2000 Census showed gay men and lesbians living with partners in 99.3 percent
of all U.S. counties
Research shows 9 percent of urban populations are gay and lesbian
Twice as likely to have graduated from college
Gay men and lesbians go out more, buy more, have more disposable income and are
extremely loyal consumers
Gay and lesbian consumers purchase from companies/brands that advertise in gay
media, deliver product messages in gay-specific advertising, support gay and
lesbian community causes and are good to their own gay and lesbian employees
Four times as likely to spend over $150 on long distance monthly
Twice as likely to spend $250 on cellular service
Over 90 percent took a domestic trip this year
60 percent took a foreign trip in the last three years
65 percent identify themselves as having to have the "latest"
