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The Gay and Lesbian Market in the U.S.


Attention: There is an updated edition available for this report.

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.


  • 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 on DVD 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
  • The Gay and Lesbian Population Today
    • Demographic Profile
      • Introduction
      • Key Characteristics of the Gay & Lesbian Population
        • Table Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over, 2006-2011 (in thousands)
        • Table Number of Same-Sex Households by Gender, 2005
        • Table Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over by Gender, 2006-2011 (in thousands)
        • Table Age Segmentation of Gay and Lesbian Population
      • Households and Families
        • Table Growth in Number of Households, Same-Sex vs. Other Households, 2000-2005
        • Table Growth in Number of Households, Same-Sex vs. Other Households, 2000-2005 - Households and Families
        • Table Growth in Number of Same-Sex Households by Gender, 2000-2005
        • Table Percent of Family and Non-Family Same-Sex Households, 2005
        • Table Family and Non-Family Same-Sex Households by Gender, 2005
    • Where Gay Men and Lesbians Live
      • Overview
        • Table States with Largest Gay and Lesbian Populations, 2005
        • Table Ranking of Top 20 States by Relative Importance of Gay and Lesbian Population
        • Table Metropolitan Areas with Largest Gay and Lesbian Populations, 2005
        • Table Metropolitan Areas with Largest Gay and Lesbian Populations, 2005 - Overview
        • Table Gay and Lesbian Populations in Selected Cities as Percent of Total Population 18 Years Old and Over, 2005
      • Residential Patterns: Gay Men vs. Lesbians and Families vs. Non-Families
        • Table States Ranked by Percent Family Households among Same-Sex Households, 2005
        • Table States Ranked by Percent of Male and Female Same-Sex Family Households, 2005
        • Table Ten States with Highest Proportion of Male and Female Same-Sex Households, 2005
        • Table Percent Male Same-Sex Households in 20 States with Largest Number of Same-Sex Households, 2005
        • Table Percent of Same-Sex Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations by Gender, 2005
        • Table Residential Patterns of Lesbian Couples in Chicago Metropolitan Area
        • Table Residential Patterns of Lesbian Couples in New York Metropolitan Area
        • Table Residential Patterns of Lesbian Couples in San Francisco Bay Metro Area by County
        • Table Residential Patterns of Lesbian Couples in Washington, D.C. Metro Area by County and City
        • Table Percent of Same-Sex Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations, Family vs. Non-Family Households, 2005
        • Table Percent of Same-Sex Family Households Living in Principal Cities of Metropolitan Areas with Largest Gay and Lesbian Populations by Gender, 2005
    • Social and Political Trends Affecting the Gay and Lesbian Market
      • Changing Societal Attitudes
        • Table Percent Knowing Someone Who is Gay, Lesbian, Bisexual, or Transgender
        • Table Attitudes toward Openness, Gay and Lesbian vs. Heterosexual Consumers
        • Table Importance of Benefits When Choosing Between Companies to Work For, Gay and Lesbian vs. Heterosexual Consumers
        • Table Importance of Diversity Measures on Career Decision-Making, Gay and Lesbian vs. Heterosexual Consumers
        • Table Heterosexuals' Views on Importance of Diversity Measures on Career Decision-Making, 2006 vs. 2002
        • Table Attitudes toward Sexual Orientation and the Workplace, Gay and Lesbian vs. Heterosexual Consumers
      • Attitudes of Gay Men and Lesbians
        • Table Percent of Gay Men and Lesbians Considering Themselves "Out"
        • Table Reasons for Not Coming Out
        • Table Openness of Gay Men and Lesbians about Their Sexual Orientation
        • Table Comfort in Current or Most Recent Job, Gay and Lesbian vs. Heterosexual Employees
        • Table Comfort Level of Gay and Lesbian Employees in Sharing Personal Information at Work, 2006 vs. 2002
        • Table Perceptions of Offensive Humor in the Workplace, Gay and Lesbian vs. Heterosexual Employees
        • Table Perceptions of Gay and Lesbian Employees about Discrimination in the Workplace
        • Table Types of Workplace Discrimination Faced by Gay Men and Lesbians Due to Sexual Orientation
  • Understanding the Gay and Lesbian Consumer
    • Overview of Gay and Lesbian Consumer Behavior
      • Key Consumer Attitudes
        • Table Attitudes toward Trendsetting, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Ordering Alcoholic Beverages by Brand Name, Gay and Lesbian vs. Heterosexual Consumers
      • Shopping Behavior
        • Table Reasons for Choosing Retail Outlets, Gay and Lesbian vs. Heterosexual Consumers
        • Table Most Popular Retail Outlets, Gay and Lesbian vs. Heterosexual Consumers
        • Table Retail Outlets Preferred for Purchases of Consumer Electronics, Gay and Lesbian vs. Heterosexual Consumers
      • Online Consumer Behavior
        • Table Use of the Internet for Consumer Information, Gay and Lesbian vs. Heterosexual Consumers
        • Table Method of Payment for Wireless Cell Phone Bill, Gay and Lesbian vs. Heterosexual Consumers
    • Industry Highlights
      • Financial Services
        • Table Attitudes toward Aspects of Managing Finances, Gay and Lesbian vs. Heterosexual Consumers
        • Table Leading Financial Concerns of Gay and Lesbian Consumers
        • Table Leading Financial Concerns of Heterosexual Consumers
        • Table Sources Used for Financial Information, Gay and Lesbian vs. Heterosexual Consumers
        • Table Attitudes toward Bundled Financial Services, Gay and Lesbian vs. Heterosexual Consumers
        • Table Spending and Saving Priorities, Gay and Lesbian vs. Heterosexual Consumers
        • Table Reasons for Choosing Current Auto Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Length of Time with Current Auto Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Percent Switching to New Auto Insurance Company within Past 3 Years, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Reasons for Switching to New Auto Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Importance of Price When Purchasing Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Length of Time with Current Homeowner's or Renter's Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
        • Table Reasons for Choosing Current Homeowner's or Renter's Insurance Company, Gay and Lesbian vs. Heterosexual Consumers by Gender
      • Health and Wellness
        • Table Leading Health Care Priorities, Gay and Lesbian vs. Heterosexual Consumers
        • Table Leading Personal Health Concerns, Gay and Lesbian vs. Heterosexual Consumers
        • Table Criteria Used When Choosing a Doctor or Other Health-Care Professional, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Cigarette Smokers, Gay and Lesbian vs. Heterosexual Consumers
        • Table Likelihood of Trying to Quit Smoking in Next 12 Months, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Using Smoking Cessation Products, Gay and Lesbian vs. Heterosexual Consumers
        • Table Body Mass Index (BMI), Gay and Lesbian vs. Heterosexual Consumers
        • Table Perception of Body Weight, Gay and Lesbian vs. Heterosexual Consumers
        • Table Level of Fitness, Gay and Lesbian vs. Heterosexual Consumers
        • Table Health and Fitness Activities, Gay and Lesbian vs. Heterosexual Consumers
        • Table Factors Contributing Most to Lack of Fitness, Gay and Lesbian vs. Heterosexual Consumers
        • Table Cosmetic Surgery, Gay and Lesbian vs. Heterosexual Consumers
        • Table Frequency of Visiting Health-Care Providers, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Accompanying a Family Member to a Health-Care Provider, Gay and Lesbian vs. Heterosexual Consumers
        • Table Use of Prescription Drugs, Gay and Lesbian vs. Heterosexual Consumers
        • Table Factors Affecting Use of Health Products or Services by Gay and Lesbian Consumers
        • Table Frequency of Searching for Health Information on the Internet, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Satisfaction with Health Information Found on the Internet, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Interest in Obtaining Personalized Health Information on the Internet, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Interest in Storing Personalized Health Information on the Internet, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Interest in Sharing Personalized Online Health Information with Others, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Interest in Storing Personal Health Information of Family Members on the Internet, Gay and Lesbian vs. Heterosexual Consumers
        • Table Degree of Interest in Sharing Personal Health Information with Medical Researchers, Gay and Lesbian vs. Heterosexual Consumers
      • Travel
        • Table Mean Personal Spending When Traveling Alone
        • Table Influences on Decision about Where to Visit, Gay and Lesbian vs. Heterosexual Consumers
        • Table Sources of Information about Travel Destinations Used by Gay and Lesbian Consumers
        • Table Sources of Travel-Related Information Used by Gay and Lesbian Consumers
        • Table Importance of a Destination Being Gay-Friendly
        • Table Most Important Criteria for a Destination to be Gay-Friendly among Gay Men
        • Table Most Important Criteria for a Destination to be Gay-Friendly among Lesbians
        • Table Trusted Sources of Endorsement for Gay-Friendly Travel Destinations or Providers
        • Table More Important Considerations When Deciding at Which Hotel to Stay for Business, Gay and Lesbian vs. Heterosexual Consumers
        • Table More Important Considerations When Deciding at Which Hotel to Stay for Pleasure, Gay and Lesbian vs. Heterosexual Consumers
        • Table Method Used to Make Travel Reservations for Personal Travel, Gay and Lesbian vs. Heterosexual Consumers
        • Table Websites Used in Making Hotel Reservations, Gay and Lesbian vs. Heterosexual Consumers
        • Table Plans for Next Vacation, Gay and Lesbian vs. Heterosexual Consumers
        • Table Cruise Vacations, Gay and Lesbian vs. Heterosexual Consumers
    • The Digital Revolution and the Gay and Lesbian Market
      • Digital Media and Entertainment
        • Table Frequency of Downloading Music, Gay and Lesbian vs. Heterosexual Consumers
        • Table Frequency of Downloading Movies, TV Shows, Podcasts, or Audiobooks, Gay and Lesbian vs. Heterosexual Consumers
        • Table Amount Spent in Last Month for Downloading Entertainment, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Watching Movies on PCs and iPods, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Watching Movies by Type of Media and Venue, Gay and Lesbian vs. Heterosexual Consumers
        • Table Ownership and Use of HDTV, Gay and Lesbian vs. Heterosexual Consumers
      • Social Networking on the Internet
        • Table Readership of Blogs, Gay and Lesbian vs. Heterosexual Consumers
        • Table Frequency of Visiting Favorite Blogs, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Visiting Leading Blogs for Any Period of Time per Week, Gay and Lesbian vs. Heterosexual Consumers
        • Table Attitudes toward Advertising on Blogs, Gay and Lesbian vs. Heterosexual Consumers
      • Cell Phone Ownership and Use
        • Table Use of Telecommunications Services, Gay and Lesbian vs. Heterosexual Consumers
        • Table Influence of Advertising When Shopping for a Wireless Service Provider, Gay and Lesbian vs. Heterosexual Consumers
        • Table Sources Used to Help Select Current Wireless Service Provider, Gay and Lesbian vs. Heterosexual Consumers
        • Table Ownership of Handsets, Gay and Lesbian vs. Heterosexual Consumers
        • Table Features Desired on Next Mobile Phone, Gay and Lesbian vs. Heterosexual Consumers
        • Table Awareness of Internet Telephony, Gay and Lesbian vs. Heterosexual Consumers
        • Table Use of Wireless Data Applications, Gay and Lesbian vs. Heterosexual Consumers
  • Marketing to Gay Consumers
    • Gays and the Media
      • Overview
        • Table Percent of Gay Men and Lesbians Reading Gay and Lesbian Publications
        • Table Use of Gay Media by Gay and Lesbian Consumers
      • Print Media
        • Table Newspaper Readership, Gay and Lesbian vs. Heterosexual Consumers
        • Table Magazine Readership, Gay and Lesbian vs. Heterosexual Consumers
      • Television and Radio
        • Table Television Viewing Habits, Gay and Lesbian vs. Heterosexual Consumers
        • Table Radio Listening Habits of Gay and Lesbian Consumers
      • New Media
        • Table Percent Accessing Mainstream Online Channels, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Accessing Special-Interest Blogs, Gay and Lesbian vs. Heterosexual Consumers
    • Advertising and Marketing Trends
      • Advertising Trends
      • Receptivity of Gay Consumers to Advertising
        • Table Attitudes toward Entertainment and Information Value of TV Commercials, Gay and Lesbian vs. Heterosexual Consumers
        • Table Attitudes toward Television Commercials, Gay and Lesbian vs. Heterosexual Consumers
        • Table Attitudes toward Magazine Advertisements, Gay and Lesbian vs. Heterosexual Consumers
        • Table Attitudes toward Website Advertisements, Gay and Lesbian vs. Heterosexual Consumers
        • Table Impact of Advertising on Gay and Lesbian Consumers by Type of Advertisement
      • Impact of Gay and Lesbian Marketing Campaigns
        • Table Impact of Gay and Lesbian Marketing Activities on Buying Decisions of Gay and Lesbian Consumers
        • Table Factors Influencing Larger or More Complicated Purchases of Gay and Lesbian Consumers
        • Table Impact of Corporate Policies and Reputation on Consumer Behavior of Gay and Lesbian Consumers
        • Table Impact of Corporate Reputation on Purchasing Decisions, Gay and Lesbian vs. Heterosexual Consumers
        • Table Impact of Availability of Information on Corporate Policies on Buying Decisions of Gay and Lesbian Consumers
        • Table Sources of Information for Gay and Lesbian Consumers about a Company's Reputation for Gay-Friendliness
        • Table Reasons for Choosing Primary Bank, Gay and Lesbian vs. Heterosexual Consumers
        • Table Reasons for Choosing Airline Preferred the Most for Personal Travel, Gay and Lesbian vs. Heterosexual Consumers
        • Table Reasons for Choosing the Car Driven Most Frequently, Gay and Lesbian vs. Heterosexual Consumers
        • Table Reasons for Choosing the Hotel Chain Most Preferred for Leisure Travel, Gay and Lesbian vs. Heterosexual Consumers
        • Table Perceived Impact of Gay and Lesbian Marketing on Company Sales, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Favoring Boycotts against Companies Marketing to Gay and Lesbians, Gay and Lesbian vs. Heterosexual Consumers
        • Table Percent Boycotting a Company in the Past Year, Gay and Lesbian vs. Heterosexual Employees
        • Table Reasons for Boycotting Companies, Gay and Lesbian vs. Heterosexual Consumers
      • Marketing and Advertising Approaches
  • Market Trends
    • Size and Growth of the Market
      • The Buying Power of Gay Men and Lesbians
        • Table Projected Growth in Total Gay and Lesbian Buying Power, 2006-2011
      • Gay and Lesbian Buying Power in Major Metro Markets
        • Table Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations, 2005 (in thousands)
        • Table Per Capita Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations, 2005 (in thousands)
    • Trends and Opportunities
      • Strategic Trends
      • Marketing Opportunities
        • Table Percent Family and Non-Family Same-Sex Households by Gender
        • Table Average Annual Expenditures on a Child by Two-Parent, Middle-Income Families, 2005
  • Definition of Terms
  • Addresses of Selected Gay and Lesbian Market Resources

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