The U.S. Gay and Lesbian Market, 4th Edition

Now in its 4th edition, this Packaged Facts report provides a brand-new analysis of the demographic profile, consumer behavior, and purchasing power of the estimated 15 million gay men and lesbians in the United States. The first section of the report consists of an in-depth analysis of key characteristics of the gay and lesbian population, including age, income, and family structure. The next section provides an overview of gay and lesbian consumer attitudes and behavior and a chapter on key segments of the gay market, including gay men, lesbians, couples with and without children, and seniors. An analysis of media usage and an assessment of marketing and advertising trends in the gay and lesbian market are provided. The last section of the report includes a projection of the buying power of gay and lesbian consumers through 2008 and an analysis of key market trends and opportunities.

As the “Will & Grace” generation continues to drive American society in the direction of more tolerance and acceptance of diversity, the gay community is experiencing dramatic change. For example, more and more younger gays are living couple- and child-centered lives that lead them to focus their priorities on home and family. At the same time, the aging of gay Baby Boomers will result in a much higher percentage of seniors than previously seen in the gay and lesbian population. These and other ongoing shifts within the gay and lesbian market will require flexibility and creativity on the part of marketers seeking to capture a portion of this $583 billion market.

Report Methodology
The information in The U.S. Gay and Lesbian Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

About our Editorial Partners
Once again, The U.S. Gay and Lesbian Market features the expert insight of Witeck-Combs Communications, Inc. (http://www.witeckcombs.com), the PR agency with the nation's leading practice in gay and lesbian marketing.

What You’ll Get in this Report
Discover the latest research on where gay men and lesbians live, how much they earn, and what they buy. Find out how your company can win the loyalty of gay and lesbian consumers. Understand key differences in the consumer behavior of gay men and lesbians. Learn about the powerful impact of the Internet among gay and lesbian consumers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is interested in reaching a market estimated to be worth more than $580 billion, you will find this report invaluable, as it provides a comprehensive package of information and insight about gay men and lesbians not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the gay and lesbian population. Contributing to that understanding will be a complete analysis of data from published and trade sources, including unique data and insight from Witeck-Combs, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for gay and lesbian consumers.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the gay population.
• Advertising agencies to develop messages and images that compel gay men and women to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.