The Gay and Lesbian Market in the U.S., a completely new Packaged Facts report produced in collaboration with Witeck-Combs Communications Inc., provides an in-depth analysis of the 15.3 million gay and lesbian consumers in the United States, whose buying power exceeded $660 billion in 2006.
The first section of this 5th edition of the Packaged Facts report provides a demographic profile of the gay and lesbian population and includes analyses of population size and growth, age structure, economic status, and family and household structure. A separate chapter offers authoritative insights into the changing residential patterns of gay couples, who increasingly seek out suburbs offering more affordable housing and environments more suitable for raising families. Another chapter assesses social and political trends affecting the gay and lesbian market, such as an ongoing long-term movement toward increased tolerance.
The next section of the report provides an in-depth assessment of the consumer attitudes and behavior of gay men and lesbians. It begins with a review of topics such as brand loyalty, retailer preferences, and online shopping and continues with profiles of gay and lesbian consumers in the financial services, health and wellness, and travel sectors. A separate chapter shows how gay men and lesbians are in the vanguard of the digital revolution that is reshaping the media, advertising, entertainment, and telecommunications industries.
The report continues with an evaluation of media consumption patterns by gay and lesbian consumers and an analysis of advertising and marketing trends affecting the gay and lesbian market. It concludes with a projection of gay and lesbian buying power through 2011 and a discussion of strategic trends and opportunities in the gay and lesbian market.
Report Methodology
The information in The Gay and Lesbian Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in gay and lesbian market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature, as well as non-proprietary data on consumer behaviors shared by Witeck-Combs Communications/Harris Interactive surveys, which contrast self-identified GLBT samples with comparative non-gay samples. Figures for the age, sex, race, education, and number of adults in the households are adjusted where necessary to bring them in line with their actual proportions in the U.S. adult population. In addition, using a scientific and often tested technique called propensity weighting, which balances responses for offline individuals, these data are projectable.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 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 Witeck-Combs Communications
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. Robert Witeck and Wesley Combs are the authors of the new book, Business Inside Out, the first business book on marketing to gay men and lesbian consumers. The book taps their 13 years of experience advising clients on successfully tapping the gay and lesbian market.
What You’ll Get in this Report
Until very recently, many marketers and advertisers tended to view gay and lesbian consumers as a relatively narrow niche. However, marketers increasingly have begun to recognize the depth and diversity of the gay and lesbian market and the potential offered by gay and lesbian consumers, not only as individuals but also as couples and parents. As a result, a growing number of major national brands representing an ever wider range of consumer products and services are entering the gay and lesbian market for the first time. This Packaged Facts report provides innovative insights into how companies can benefit from entering, or expanding their presence, in the gay and lesbian market.
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
How You Will Benefit from this Report
If your company is interested in effectively reaching the lucrative gay or lesbian consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about gay and lesbian consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. gay and lesbian adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, expert insight from Witeck-Combs Communications, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this increasingly 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 gay and lesbian consumers.
Advertising agencies to develop targeted messages and images that compel gays and lesbians 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.
Chapter 1 Executive Summary
Introduction
Background
Overview of Report
Scope and Methodology
Scope of the Market
Overview of Data Sources
Demographic Profile
Gay and Lesbian Population Tops 15 Million
Gay Population Generally Younger than Average but Median Age Likely Increasing
New Census Data Show Exceptionally Rapid Growth in Reported Number of Gay & Lesbian Households
Gay Families Increasingly Important
Where Gay Men and Lesbians Live
California and Florida Have Largest Number of Gays
New York Metro Area Has Largest Gay and Lesbian Population
San Francisco Metro Area Has Highest Percentage of Gays
Gay and Lesbian Population Most Significant in Core Cities
Gay Males Still More Likely to Live in Core Cities
Gay Men Becoming More Prominent in Suburban Areas
Gay Families Avoid Big Cities
Social and Political Trends Affecting the Gay and Lesbian Market
Surveys Continue to Reflect Long-Term Trend toward Increased Acceptance
Most Americans Have Gay Acquaintances
Heterosexual Employees Show Increasing Support for Diversity Measures
Strong Majority of Heterosexual Workers Comfortable with Gay Co-Workers
Most Gay Men and Lesbians Are Out
Gay Men and Lesbians More Open with Bosses than Co-workers
Comfort Level of Gay Employees on the Rise
Gay Employees Continue to Experience Job Discrimination
Overview of Gay and Lesbian Consumer Behavior
Gays Are Trendsetters
Affluent Gay Auto Buyers Aspire to Luxury Brands
Gay Consumers More Likely to Frequent Trendy Retailers
Gays Depend on the Internet for Consumer Information
Industry Highlights
Gay Consumers Financially Self-Confident
Retirement and Debts Most Pressing Financial Concerns of Gay Consumers
Spending and Saving Priorities Differ
Personal Health Concerns Different
Overeating Major Cause of Lack of Fitness
Visits to Health-Care Providers More Frequent
Prescription Drug Use More Common
Gay Men More Likely to Travel Alone and Spend More on Their Trips
Referrals from Friends and Relatives Most Important Factor in Choosing
Travel Destination
Gay-Friendliness Top Criterion for Travel Destinations
The Digital Revolution and the Gay and Lesbian Market
Gays Download Entertainment More Often
Gays Spend More for Downloading Entertainment
Gays Watch More Movies on PCs and iPods
Movies More Important Form of Home Entertainment for Gays
Gays More Involved with Blogs
Gay Men Turn to YouTube
Gay and Lesbian Consumers Replace Cell Phone Handsets More Often
Gays and the Media
Gay Press Remains Important
Most Gays Consume Mainstream Media
Gay Press Has Combined Circulation of 3.4 Million
National Newspapers Favored
Cable Networks More Popular among Gay and Lesbian Viewers
TV Outlets Expand
Satellite Radio Gains Favor
Gay Consumers Heavy Users of New Media
Advertising and Marketing Trends
Advertising Expenditures in Local Gay Press Outpaced General Market over Past Decade
National Brands More Prominent
Gay-Specific Ads Increase in Importance
Shift in Gay and Lesbian Advertising Strategies May Be Underway
Gay-Specific Ads with Mainstream Appeal Are More Effective
Progressive Corporate Policies Most Important Factor in Attracting Gay and Lesbian Consumers
Gay Marketing Campaigns Also Critical
Targeted Marketing Campaigns Have Strong Favorable Impact on Gay and Lesbian Consumers but Draw Little Reaction from Heterosexual Consumers
Only Minority of Heterosexual Consumers Favor Boycotts of Companies Marketing to Gay and Lesbian Consumers
Event Sponsorship Continues as Key Strategy
Size and Growth of the Market
Buying Power Used to Measure Size of Market
“Disposable Income” Not the Same as “Discretionary”
Gay and Lesbian Buying Power Tops $660 Billion in 2006
Buying Power of Gays in Top 15 Metro Markets Totals $310 Billion
Trends and Opportunities
More Major Advertisers Target Gay and Lesbian Consumers
Marketers Start to Appeal to Gay Men and Lesbians through General-Market Media
Gays in the Vanguard of the Digital Revolution
Marketers and Retailers Can Successfully Target Gays Online
Gay and Lesbian Consumers Offer Strong Potential for Mass Merchandisers
Younger Gays Key Component of Youth Market
Gay and Lesbian Families Continue to Expand Horizons for Marketers
Aging Gay Boomers Offer Growing Opportunities
Wide Range of Industries Can Benefit from Focus on Gay and Lesbian
Market
Section 1 The Gay and Lesbian Population Today Chapter 2 Demographic Profile
Introduction
Defining the Scope of the Market
Overview of Data Sources
Key Characteristics of the Gay & Lesbian Population
Gay and Lesbian Population Tops 15 Million
Table 2-1: Projected Growth of Total U.S. and Gay and Lesbian Population
18 Years Old and Over, 2006-2011
Gay Men Predominate
Table 2-2: Number of Same-Sex Households by Gender, 2005
Table 2-3: Projected Growth of Total U.S. and Gay and Lesbian Population
18 Years Old and Over by Gender, 2006-2011
Gay Population Generally Younger than Average but Median Age Likely Increasing
Table 2-4: Age Segmentation of Gay and Lesbian Population
Race and Ethnicity Profile of Gay and Lesbian Population
Economic Status of Gay Population Provokes Discussion
Households and Families
New Census Data Show Exceptionally Rapid Growth in Reported Number of Gay & Lesbian Households
Figure 2-1: Percent of Increase in Number of Households, Same-Sex vs.
Other Households, 2000-2005
Table 2-5: Growth in Number of Households, Same-Sex vs. Other
Households, 2000-2005
Table 2-6: Growth in Number of Households, Same-Sex vs. Other
Households, 2000-2005
Same-Sex Couples Now More Willing to Report Nature of Relationship
Census Bureau Undercounts Number of Gay and Lesbian Couples
Census Data Suggest Possibility of Changing Dynamic in Gender Ratio of
Gay and Lesbian Couples
Table 2-7: Growth in Number of Same-Sex Households by Gender,
2000-2005
Gay Families Increasingly Important
Table 2-8: Percent of Family and Non-Family Same-Sex Households, 2005
Table 2-9: Family and Non-Family Same-Sex Households by Gender, 2005
Chapter 3 Where Gay Men and Lesbians Live
Overview
Introduction
California and Florida Have Largest Number of Gays
Table 3-1: 20 States with Largest Gay and Lesbian Populations, 2005
Gay Men and Lesbians Overrepresented in Several States
Table 3-2: Ranking of Top 20 States by Relative Importance of Gay and Lesbian Population
New York Metro Area Has Largest Gay and Lesbian Population
Table 3-3: Metropolitan Areas with Largest Gay and Lesbian Populations,
2005
San Francisco Metro Area Has Highest Percentage of Gays
Table 3-4: Metropolitan Areas with Largest Gay and Lesbian Populations,
2005
Gay and Lesbian Population Most Significant in Core Cities
Table 3-5: Gay and Lesbian Populations in Selected Cities as Percent of
Total Population18 Years Old and Over, 2005
Residential Patterns: Gay Men vs. Lesbians and Families vs. Non-Families
No Clear Pattern in Distribution of Family Households
Table 3-6: States Ranked by Percent Family Households among Same-Sex Households, 2005
Table 3-7: States Ranked by Percent of Male and Female Same-Sex Family Households, 2005
Wide Variations in Residential Patterns of Gay Men and Lesbians
Table 3-8: Ten States with Highest Proportion of Male and Female Same-
Sex Households, 2005
Table 3-9: Percent Male Same-Sex Households in 20 States with Largest Number of Same-Sex Households, 2005
Gay Males Still More Likely to Live in Core Cities
Table 3-10: Percent of Same-Sex Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations by
Gender, 2005
Gay Men Becoming More Prominent in Suburban Areas
Table 3-11: Residential Patterns of Lesbian Couples in Chicago Metropolitan Area
Table 3-12: Residential Patterns of Lesbian Couples in New York
Metropolitan Area
Table 3-13: Residential Patterns of Lesbian Couples in San Francisco Bay Metro Area by County
Table 3-14: Residential Patterns of Lesbian Couples in Washington, D.C.
Metro Area by County and City
Gay Families Avoid Big Cities
Table 3-15: Percent of Same-Sex Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations,
Family vs. Non-Family Households
Table 3-16: Percent of Same-Sex Family Households Living in Principal
Cities of Metropolitan Areas with Largest Gay and Lesbian Populations
by Gender, 2005
Chapter 4 Social and Political Trends Affecting the Gay and Lesbian Market
Changing Societal Attitudes
Surveys Continue to Reflect Long-Term Trend toward Increased Acceptance
Most Americans Have Gay Acquaintances
Table 4-1: Percent Knowing Someone Who is Gay, Lesbian, Bisexual, or Transgender
Most People Support Openness among Gay Acquaintances
Table 4-2: Attitudes toward Openness, Gay and Lesbian vs. Heterosexual Consumers
Heterosexual Employees Show Increasing Support for Diversity Measures
Table 4-3: Importance of Benefits When Choosing Between Companies to Work For, Gay and Lesbian vs. Heterosexual Consumers
Table 4-4: Importance of Diversity Measures on Career Decision-Making,
Gay and Lesbian vs. Heterosexual Consumers
Table 4-5: Heterosexuals’ Views on Importance of Diversity Measures on Career Decision- Making, 2006 vs. 2002
Strong Majority of Heterosexual Workers Comfortable with Gay Co-Workers
Table 4-6: Attitudes toward Sexual Orientation and the Workplace, Gay and Lesbian vs. Heterosexual Consumers
Same-Sex Marriage Remains Contentious Political and Social Issue
Attitudes of Gay Men and Lesbians
Most Gay Men and Lesbians Are Out
Table 4-7: Percent of Gay Men and Lesbians Considering Themselves “Out”
Hate Crimes Still Major Obstacle to Openness
Table 4-8: Reasons for Not Coming Out
Gay Men and Lesbians More Open with Bosses than Co-workers
Table 4-9: Openness of Gay Men and Lesbians about Their Sexual
Orientation
Comfort Level of Gay Employees on the Rise
Table 4-10: Comfort in Current or Most Recent Job, Gay and Lesbian vs. Heterosexual Employees
Table 4-11 Comfort Level of Gay and Lesbian Employees in Sharing Personal Information at Work, 2006 vs. 2002
Gay Employees Remain Object of Offensive Humor in the Workplace
Table 4-12: Perceptions of Offensive Humor in the Workplace, Gay and Lesbian vs. Heterosexual Employees
Gay Employees Continue to Experience Job Discrimination
Table 4-13: Perceptions of Gay and Lesbian Employees about Discrimination
in the Workplace
Table 4-14: Types of Workplace Discrimination Faced by Gay Men and Lesbians Due to Sexual Orientation
Section 2 Understanding the Gay and Lesbian Consumer Chapter 5 Overview of Gay and Lesbian Consumer Behavior
Key Consumer Attitudes
Gays Are Trendsetters
Table 5-1: Attitudes toward Trendsetting, Gay and Lesbian vs. Heterosexual Consumers
Brand-Name Alcoholic Beverages Favored
Table 5-2: Percent Ordering Alcoholic Beverages by Brand Name, Gay and Lesbian vs. Heterosexual Consumers
Affluent Gay Auto Buyers Aspire to Luxury Brands
Shopping Behavior
Gay Consumers More Likely to Frequent Trendy Retailers
Table 5-3: Reasons for Choosing Retail Outlets, Gay and Lesbian vs. Heterosexual Consumers
Wal-Mart as Popular with Gays as with Other Consumers
Table 5-4: 15 Most Popular Retail Outlets, Gay and Lesbian vs. Heterosexual Consumers
Table 5-5: Retail Outlets Preferred for Purchases of Consumer Electronics, Gay and Lesbian vs. Heterosexual Consumers
Online Consumer Behavior
Gays Depend on the Internet for Consumer Information
Table 5-6: Use of the Internet for Consumer Information, Gay and Lesbian
vs. Heterosexual Consumers
Gay and Lesbian Consumers Prefer to Pay Bills Online
Table 5-7: Method of Payment for Wireless Cell Phone Bill, Gay and Lesbian vs. Heterosexual Consumers
Chapter 6 Industry Highlights
Financial Services
Gay Consumers Financially Self-Confident
Table 6-1: Attitudes toward Aspects of Managing Finances, Gay and Lesbian vs. Heterosexual Consumers
Retirement and Debts Most Pressing Financial Concerns of Gay Consumers
Table 6-2: Leading Financial Concerns of Gay and Lesbian Consumers
Table 6-3: Leading Financial Concerns of Heterosexual Consumers
Internet Primary Source of Financial Information for Gays and Lesbians
Table 6-4: Sources Used for Financial Information, Gay and Lesbian vs. Heterosexual Consumers
Bundled Financial Services Preferred
Table 6-5: Attitudes toward Bundled Financial Services, Gay and Lesbian vs. Heterosexual Consumers
Spending and Saving Priorities Differ
Table 6-6: Spending and Saving Priorities, Gay and Lesbian vs. Heterosexual Consumers
Recommendations from Family and Friends Important Consideration in
Choice of Auto Insurance Companies
Table 6-7: Reasons for Choosing Current Auto Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
Lesbian Consumers More Likely to Switch Auto Insurance Companies
Table 6-8: Length of Time with Current Auto Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
Table 6-9: Percent Switching to New Auto Insurance Company within Past
3 Years, Gay and Lesbian vs. Heterosexual Consumers by Gender
Reasons for Switching to New Auto Insurance Company Vary Widely
Table 6-10: Reasons for Switching to New Auto Insurance Company, Gay
and Lesbian vs. Heterosexual Consumers by Gender
Gay Men Most Interested in Price of Auto Insurance
Table 6-11: Importance of Price When Purchasing Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers by Gender
Gays and Lesbians More Likely to Be New Customers of Homeowner’s Insurance Company
Table 6-12: Length of Time with Current Homeowner’s or Renter’s Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
Table 6-13: Reasons for Choosing Current Homeowner’s or Renter’s
Insurance Company, Gay and Lesbian vs. Heterosexual Consumers
by Gender
Health and Wellness
HIV/AIDS Leading Public Health Priority for Gay Men and Lesbians
Table 6-14: Leading Health Care Priorities, Gay and Lesbian vs. Heterosexual Consumers
Personal Health Concerns Differ
Table 6-15: Leading Personal Health Concerns, Gay and Lesbian vs. Heterosexual Consumers
Gay-Friendly Physicians Highly Important
Table 6-16: Criteria Used When Choosing a Doctor or Other Health-Care Professional, Gay and Lesbian vs. Heterosexual Consumers
Cigarette Smoking More Common
Table 6-17: Percent Cigarette Smokers, Gay and Lesbian vs. Heterosexual Consumers
Table 6-18 Likelihood of Trying to Quit Smoking in Next 12 Months, Gay and Lesbian vs. Heterosexual Consumers
Table 6-19: Percent Using Smoking Cessation Products, Gay and Lesbian
vs. Heterosexual Consumers
Lesbians Perceive Body Weight More Accurately
Table 6-20: Body Mass Index (BMI), Gay and Lesbian vs. Heterosexual Consumers
Table 6-21: Perception of Body Weight, Gay and Lesbian vs. Heterosexual Consumers
Table 6-22: Level of Fitness, Gay and Lesbian vs. Heterosexual
Consumers
Table 6-23: Health and Fitness Activities, Gay and Lesbian vs. Heterosexual Consumers
Overeating Major Cause of Lack of Fitness
Table 6-24: Factors Contributing Most to Lack of Fitness, Gay and Lesbian
vs. Heterosexual Consumers
Gays More Likely to Look to Cosmetic Surgery
Table 6-25: Cosmetic Surgery, Gay and Lesbian vs. Heterosexual
Consumers
Visits to Health-Care Providers More Frequent
Table 6-26: Frequency of Visiting Health-Care Providers, Gay and Lesbian
vs. Heterosexual Consumers
Table 6-27: Percent Accompanying a Family Member to a Health-Care Provider, Gay and Lesbian vs. Heterosexual Consumers
Prescription Drug Use More Common
Table 6-28: Use of Prescription Drugs, Gay and Lesbian vs. Heterosexual Consumers
Gay-Themed Ads Affect Choice of Prescription Drugs
Table 6-29: Factors Affecting Use of Health Products or Services by Gay
and Lesbian Consumers
Gays Heavy Users of Internet for Health Information
Table 6-30: Frequency of Searching for Health Information on the Internet,
Gay and Lesbian vs. Heterosexual Consumers
Table 6-31: Degree of Satisfaction with Health Information Found on the Internet, Gay and Lesbian vs. Heterosexual Consumers
Gays More Interested in Using the Internet to Get Personalized Medical
Advice
Table 6-32: Degree of Interest in Obtaining Personalized Health Information
on the Internet, Gay and Lesbian vs. Heterosexual Consumers
Table 6-33: Degree of Interest in Storing Personalized Health Information
on the Internet, Gay and Lesbian vs. Heterosexual Consumers
Table 6-34: Degree of Interest in Sharing Personalized Online Health Information with Others, Gay and Lesbian vs. Heterosexual
Consumers
Table 6-35: Degree of Interest in Storing Personal Health Information of
Family Members on the Internet, Gay and Lesbian vs. Heterosexual Consumers
Gay Men and Lesbian More Willing to Share Personal Medical Information
with Researchers
Table 6-36: Degree of Interest in Sharing Personal Health Information with Medical Researchers, Gay and Lesbian vs. Heterosexual Consumers
Travel
Gay Men More Likely to Travel Alone
Gay Men Spend More on Their Trips
Table 6-37: Mean Personal Spending When Traveling Alone
Referrals from Friends and Relatives Most Important Factor in Choosing
Travel Destination
Table 6-38: Influences on Decision about Where to Visit, Gay and Lesbian
vs. Heterosexual Consumers
Table 6-39: Sources of Information about Travel Destinations Used by Gay
and Lesbian Consumers
Table 6-40: Sources of Travel-Related Information Used by Gay and
Lesbian Consumers
Gay-Friendliness Top Criterion for Travel Destinations
Table 6-41: Importance of a Destination Being Gay-Friendly
Table 6-42: Most Important Criteria for a Destination to be Gay-Friendly
among Gay Men
Table 6-43: Most Important Criteria for a Destination to be Gay-Friendly
among Lesbians
Gay Travelers Depend on Multiple Ways to Judge Gay-Friendliness of Travel Destinations
Table 6-44: Trusted Sources of Endorsement for Gay-Friendly Travel Destinations or Providers
Fair Treatment Major Factor in Choice of Hotels
Table 6-45: More Important Considerations When Deciding at Which Hotel
to Stay for Business, Gay and Lesbian vs. Heterosexual Consumers
Table 6-46: More Important Considerations When Deciding at Which Hotel
to Stay for Pleasure, Gay and Lesbian vs. Heterosexual Consumers
Gay Travelers Much More Likely to Make Online Hotel Reservations
Table 6-47: Method Used to Make Travel Reservations for Personal Travel, Gay and Lesbian vs. Heterosexual Consumers
Table 6-48: Websites Used in Making Hotel Reservations, Gay and Lesbian
vs. Heterosexual Consumers
Gays More Likely to Choose Overseas Travel
Table 6-49: Plans for Next Vacation, Gay and Lesbian vs. Heterosexual Consumers
Gays Remain Untapped Market for Cruise Lines
Table 6-50: Cruise Vacations, Gay and Lesbian vs. Heterosexual
Consumers
Chapter 7 The Digital Revolution and the Gay and Lesbian Market
Digital Media and Entertainment
Gays Download Music More Often
Table 7-1: Frequency of Downloading Music, Gay and Lesbian vs. Heterosexual Consumers
Downloading Movies and TV Shows More Popular among Gays
Table 7-2: Frequency of Downloading Movies, TV Shows, Podcasts, or Audiobooks, Gay and Lesbian vs. Heterosexual Consumers
Gays Spend More for Downloading Entertainment
Table 7-3: Amount Spent in Last Month for Downloading Entertainment,
Gay and Lesbian vs. Heterosexual Consumers
Gays Watch More Movies on PCs and iPods
Table 7-4: Percent Watching Movies on PCs and iPods, Gay and Lesbian
vs. Heterosexual Consumers
Movies on DVD More Important Form of Home Entertainment for Gays
Table 7-5: Percent Watching Movies by Type of Media and Venue, Gay and Lesbian vs. Heterosexual Consumers
Gay Viewers More Interested in HDTV
Table 7-6: Ownership and Use of HDTV, Gay and Lesbian vs. Heterosexual Consumers
Social Networking on the Internet
Gays More Involved with Blogs
Table 7-7: Readership of Blogs, Gay and Lesbian vs. Heterosexual
Consumers
Gays More Likely to Visit Favorite Blogs Daily
Table 7-8: Frequency of Visiting Favorite Blogs, Gay and Lesbian vs. Heterosexual Consumers
Gay Men Turn to YouTube
Table 7-9: Percent Visiting Leading Blogs for Any Period of Time per Week, Gay and Lesbian vs. Heterosexual Consumers
Gay Consumers More Positive toward Ads on Blogs
Table 7-10: Attitudes toward Advertising on Blogs, Gay and Lesbian vs. Heterosexual Consumers
Cell Phone Ownership and Use
Cell Phones More Common
Table 7-11: Use of Telecommunications Services, Gay and Lesbian vs. Heterosexual Consumers
Advertising Has Little Impact on Choice of Wireless Service Provider
Table 7-12: Influence of Advertising When Shopping for a Wireless Service Provider, Gay and Lesbian vs. Heterosexual Consumers
Table 7-13: Sources Used to Help Select Current Wireless Service Provider, Gay and Lesbian vs. Heterosexual Consumers
Gay and Lesbian Consumers Replace Handsets More Often
Table 7-14: Ownership of Handsets, Gay and Lesbian vs. Heterosexual Consumers
Gay and Lesbian Consumers More Interested in Upgrading Handset
Features
Table 7-15: Features Desired on Next Mobile Phone, Gay and Lesbian vs. Heterosexual Consumers
Gay and Lesbian Consumers More Aware of Internet Telephony
Table 7-16: Awareness of Internet Telephony, Gay and Lesbian vs. Heterosexual Consumers
Wireless Data Applications Get Attention from Gay Consumers
Table 7-17: Use of Wireless Data Applications, Gay and Lesbian vs. Heterosexual Consumers
Section 3 Marketing to Gay Consumers Chapter 8 Gays and the Media
Overview
Gay Press Remains Important
Figure 8-1: Percent of Gay Men and Lesbians Reading Gay and Lesbian Publications
Most Gays Consume Mainstream Media
Table 8-1: Use of Gay Media by Gay and Lesbian Consumers
Print Media
Gay Press Has Combined Circulation of 3.4 Million
National Newspapers Favored
Table 8-2: Newspaper Readership, Gay and Lesbian vs. Heterosexual Consumers
Magazine Preferences Show Significant Differences
Table 8-3: Magazine Readership, Gay and Lesbian vs. Heterosexual Consumers
Television and Radio
Cable Networks More Popular among Gay and Lesbian Viewers
Table 8-4: Television Viewing Habits, Gay and Lesbian vs. Heterosexual Consumers
TV Outlets Expand
Satellite Radio Gains Favor
Table 8-5: Radio Listening Habits of Gay and Lesbian Consumers
Sirius OutQ Brings 24/7 Gay Radio Coast-To-Coast
New Media
Gay Consumers Heavy Users of New Media
Figure 8-2: Percent Accessing Mainstream Online Channels, Gay and
Lesbian vs. Heterosexual Consumers
Figure 8-3: Percent Accessing Special-Interest Blogs, Gay and Lesbian vs. Heterosexual Consumers
PlanetOut Expands with Acquisition of The Advocate and Out
The Advocate and Out Offer Readers Digital Delivery Option
Gay Networks Expand with Online Presence
Chapter 9 Advertising and Marketing Trends
Advertising Trends
Advertising Expenditures in Local Gay Press Outpaced General Market over Past Decade
National Brands More Prominent
Gay-Specific Ads Increase in Importance
National Gay Magazines Experience Jump in Readership and Slowdown in
Ad Spending in 2006
Shift in Gay and Lesbian Advertising Strategies May Be Underway
Receptivity of Gay Consumers to Advertising
Gay and Lesbian Viewers More Engaged in TV Commercials
Figure 9-1: Attitudes toward Entertainment and Information Value of TV Commercials, Gay and Lesbian vs. Heterosexual Consumers
Table 9-1: Attitudes toward Television Commercials, Gay and Lesbian vs. Heterosexual Consumers
Magazine Ads Seen as Entertaining and Informative
Table 9-2: Attitudes toward Magazine Advertisements, Gay and Lesbian vs. Heterosexual Consumers
Gay Consumers less Positive toward Web Ads
Table 9-3: Attitudes toward Website Advertisements, Gay and Lesbian vs. Heterosexual Consumers
Gay-Specific Ads with Mainstream Appeal Are More Effective
Table 9-4: Impact of Advertising on Gay and Lesbian Consumers by Type
of Advertisement
Impact of Gay and Lesbian Marketing Campaigns
Progressive Corporate Policies Most Important Factor in Attracting Gay and Lesbian Consumers
Table 9-5: Impact of Gay and Lesbian Marketing Activities on Buying
Decisions of Gay and Lesbian Consumers
Table 9-6: Factors Influencing Larger or More Complicated Purchases of
Gay and Lesbian Consumers
Gay Marketing Campaigns Also Critical
Table 9-7: Impact of Corporate Policies and Reputation on Consumer
Behavior of Gay and Lesbian Consumers
Corporate Reputation Increasingly Important in Gay and Lesbian Purchasing Decisions
Table 9-8: Impact of Corporate Reputation on Purchasing Decisions, Gay
and Lesbian vs. Heterosexual Consumers
Fair Treatment of Gay Employees Important Factor in Shopping Decisions
of Gay Consumers
Table 9-9: Impact of Availability of Information on Corporate Policies on
Buying Decisions of Gay and Lesbian Consumers
Gay Media Main Source of Information about Company’s Reputation for Gay-Friendliness
Table 9-10: Sources of Information for Gay and Lesbian Consumers about
a Company’s Reputation for Gay-Friendliness
Corporate Reputation Important across Most Industries
Table 9-11: Reasons for Choosing Primary Bank, Gay and Lesbian vs. Heterosexual Consumers
Table 9-12: Reasons for Choosing Airline Preferred the Most for Personal Travel, Gay and Lesbian vs. Heterosexual Consumers
Table 9-13: Reasons for Choosing the Car Driven Most Frequently, Gay and Lesbian vs. Heterosexual Consumers
Table 9-14: Reasons for Choosing the Hotel Chain Most Preferred for
Leisure Travel, Gay and Lesbian vs. Heterosexual Consumers
Number of Companies with Gay-Friendly Policies Increases Dramatically
Targeted Marketing Campaigns Have Strong Favorable Impact on Gay and Lesbian Consumers but Draw Little Reaction from Heterosexual Consumers
Table 9-15: Perceived Impact of Gay and Lesbian Marketing on Company Sales, Gay and Lesbian vs. Heterosexual Consumers
Only Minority of Heterosexual Consumers Favor Boycotts of Companies Marketing to Gay and Lesbian Consumers
Table 9-16: Percent Favoring Boycotts against Companies Marketing to Gay and Lesbians, Gay and Lesbian vs. Heterosexual Consumers
Gay and Lesbian Consumers More Likely to Participate in Boycotts
Table 9-17: Percent Boycotting a Company in the Past Year, Gay and
Lesbian vs. Heterosexual Employees
Table 9-18: Reasons for Boycotting Companies, Gay and Lesbian vs. Heterosexual Consumers
Boycotts of Companies Marketing to Gays Prove Ineffective
Marketing and Advertising Approaches
Event Sponsorship Continues as Key Strategy
Toyota Broadens Marketing to Gay Community
Ikea Returns to the Gay Market with Updated Ad
American Airlines Launches Web Page for GLBT Travelers
Section 4 Market Trends Chapter 10 Size and Growth of the Market
The Buying Power of Gay Men and Lesbians
Buying Power Used to Measure Size of Market
“Disposable Income” Not the Same as “Discretionary”
Gay and Lesbian Buying Power Tops $660 Billion in 2006
Gay and Lesbian Buying Power Will Reach $690 Billion in 2007 and
$835 Billion in 2011
Table 10-1: Projected Growth in Total Gay and Lesbian Buying Power,
2006-2011
Gay and Lesbian Buying Power in Major Metro Markets
Buying Power of Gays in Top 15 Metro Markets Totals $310 Billion
Table 10-2: Gay and Lesbian Buying Power in Metropolitan Areas with
Largest Gay and Lesbian Populations, 2005
Gays in San Francisco and Washington, D.C. Metro Areas Wield Most Significant Individual Buying Power
Table 10-3: Per Capita Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations, 2005
Chapter 11 Trends and Opportunities
Strategic Trends
Newest Census Data Confirm Need for Marketers to Move beyond
Stereotypes
More Major Advertisers Target Gay and Lesbian Consumers
Increased Spending on Gay-Themed Ads Seen as Major Trend
Marketers Start to Appeal to Gay Men and Lesbians through General-Market Media
Marketing Opportunities
Gays in the Vanguard of the Digital Revolution
Marketers and Retailers Can Successfully Target Gays Online
Gay and Lesbian Consumers Offer Strong Potential for Mass
Merchandisers
Younger Gays Key Component of Youth Market
Gay and Lesbian Families Continue to Expand Horizons for Marketers
Figure 11-1: Percent Family and Non-Family Same-Sex Households
by Gender
Table 11-1: Average Annual Expenditures on a Child by Two-Parent,
Middle-Income Families, 2005
Aging Gay Boomers Offer Growing Opportunities
Wide Range of Industries Can Benefit from Focus on Gay and Lesbian
Market
Appendix I Definition of Terms Appendix II Addresses of Selected Gay and Lesbian Market Resources
(0 items)
Email a colleague
Printer format
Questions about this report
Order by fax