The Gay and Lesbian Market

Countries covered: United States

 

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This completely updated report offers a comprehensive analysis of the gay and lesbian consumer market in the United States. The report begins with an overview of key demographic characteristics of the gay and lesbian population, including income levels and household structure. The report then assesses the current size and projected growth of the market through 2004 and highlights key aspects of the shopping habits and consumption patterns of gay and lesbian consumers. The report provides examples of how mainstream companies in the financial services, automotive, travel and other key industries are developing and carrying out effective advertising strategies to target this market.

Additional Information

Scope of Report

This Packaged Facts report analyzes the market represented by self-identified gay men and lesbians 18 years of age and over. Research studies often use sexual behavior as the basic criterion to estimate the size of the gay and lesbian population. However, self-identification is a more relevant criterion for estimating the number of gay and lesbian consumers in the United States, because self-identified gay men and lesbians are most likely to respond to marketing programs geared toward the gay and lesbian market.

Methodology

This analysis is based on information collected through interviews with marketing and advertising executives, media representatives, and experts in gay and lesbian demographics, as well as an extensive review of published materials. The research included a comprehensive survey of relevant studies published by the scientific community. Other sources included trade journals covering the advertising and marketing fields, Web sites oriented toward gay and lesbian consumers, gay print media, and mainstream news reports and commentary on political, social, and economic trends within the gay and lesbian community.

Issues Addressed:

• Population Increase
• Racial Dispersion
• Household Structure
• Economic Status
• Political/Religious Affiliations
• Urban vs. Rural Locale
• Same-sex Couples with Children
• Consumer Behavior
• Internet Shopping Patterns
• Defining Homosexuality
• Alcoholic Drinking Habits
• Recreational Interests
• Food and Nutrition Concerns
• Gays in the Media
• Product Adaptation

Targeted Ad Campaigns:

• G&L Internet Bank
• American Express Financial Services
• SAFECO
• Gay Financial Network
• Visa Rainbow Card
• Meyer’s Pride Value Fund
• Mitchell Gold
• living.com
• furniture.com
• Bacardi-Martini USA
• Hiram Walker
• Merck
• Glaxo Wellcome
• Roxane Laboratories
• BTG Pharmaceuticals
• DuPont
• Roche Pharmaceutical
• Agouron Pharmaceutical

Hours of Research: 600