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Gay
and Lesbian Market Demographics
Facts and figures about one of the world's
most valuable target markets
How
large is the U.S. gay market?
- Kinsey
says about 18.75 million.
- Simmons
says about 21 million.
- NORC
says about 15 million.
- These
three sources averaged out equal 18.25 million.
Greenfield
Online's research of the gay market reports
that:
- 78
percent of gay online users prefer to buy from companies
that advertise to the gay market.
- 71
percent of gay online users have made credit card purchases
online.
- 43
percent of gay online users identify Gay.com as their
favorite Web site.
Simmons' research
comparing gay consumers to the national index of consumers
reports that gay consumers are:
- 71
percent male/29 percent female
- Over
twice as likely as national index to be professionals/managers
- Twice
as likely to have household income over $60K
- Twice
as likely to have household income over $250K
- Twice
as likely to have graduated from college
- Three
times more likely to be online than the average American
- Four
times as likely to spend over $150 on long distance
monthly
- Twice
as likely to spend $250 on cellular service
and that, of those surveyed:
- 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"
- 68
percent upgrade to a product's latest model
- 77
percent "believe in indulging in themselves"
- 57
percent "prefer to buy top of the line"
- 59
percent buy themselves whatever they want
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