Community Marketing Inc.’s Gay Consumer Index and Lesbian Consumer Index provide in-depth psychographic and demographic data to fully define consumers for the first time
United States of America (Press Release) August 15, 2007 --
Executives in boardrooms across America are talking about “the gay and lesbian market.” But after decades of social and political progress, who is the typical gay or lesbian consumer in the U.S. today?
The largest-ever survey of its type reveals new information about gay and lesbian consumers; information that can be used by marketers to target a loyal customer group that has not been fully engaged by corporate America. More information on the survey, conducted by Community Marketing, Inc. can be viewed at http://www.communitymarketinginc.com/media.htm. It includes psychographic and demographic information based on a national survey of more than 12,000 gay men and 10,000 lesbians, and has a margin of error of plus or minus one percent at 95% confidence level.
Among the findings: there are approximately 1.3 million gay and lesbian households in the United States with children under the age of 18. Gay male and lesbian consumers are more likely to buy products from companies that treat their gay and lesbian employees well and that advertise in gay media. Although gay and lesbian publications were read most often by both gay men and lesbians, major national “mainstream” publications also fared well. The New York Times is the “mainstream” publication cited most often by gay men and People is cited most often by lesbians.
“Our community has risen to the forefront among corporate marketing executives in recent years, but most campaigns have relied on a ‘shotgun’ approach to reaching various segments. This is mainly because in-depth cross sections of gay and lesbian consumer data have not been available,” said Tom Roth, president of Community Marketing, Inc.
Among specific findings:
- 80% of gay men and 79% of lesbians made a purchase with a Visa card in the past month, while 64% of gay men and nearly 56% of lesbians made a purchase with a MasterCard and 36% of gay men and 24% of lesbians made a purchase with an American Express card.
- Among gay men the top three most widely read publications are community-specific titles such as The Advocate, Out and local LGBT publications, with the New York Times, Men’s Health and GQ the top “mainstream” publications; among lesbians the top three most widely read publications are The Advocate, Curve and local LGBT publications, with People, AARP The Magazine and O The Oprah Magazine the most commonly cited “mainstream” publications.
- 61% of gay men and 83% of lesbians have a pet (38% of gay men and 59% of lesbians have dogs, 28% of gay men and 51% of lesbians have cats).
- 89% of gay men and 92% of lesbians reported that the way a company treats its employees impacts their decision to do business with that company, with the majority (52% and 59% respectively) saying this was strongly positive.
- 88% of gay men and 91% of lesbians report purchasing decisions are favorably influenced by corporate sponsorship of LGBT events and charities.
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The largest-ever survey of its type reveals new information about gay and lesbian consumers; information that can be used by marketers to target a loyal customer group that has not been fully engaged by corporate America. More information on the survey, conducted by Community Marketing, Inc. can be viewed at http://www.communitymarketinginc.com/media.htm. It includes psychographic and demographic information based on a national survey of more than 12,000 gay men and 10,000 lesbians, and has a margin of error of plus or minus one percent at 95% confidence level.
Among the findings: there are approximately 1.3 million gay and lesbian households in the United States with children under the age of 18. Gay male and lesbian consumers are more likely to buy products from companies that treat their gay and lesbian employees well and that advertise in gay media. Although gay and lesbian publications were read most often by both gay men and lesbians, major national “mainstream” publications also fared well. The New York Times is the “mainstream” publication cited most often by gay men and People is cited most often by lesbians.
“Our community has risen to the forefront among corporate marketing executives in recent years, but most campaigns have relied on a ‘shotgun’ approach to reaching various segments. This is mainly because in-depth cross sections of gay and lesbian consumer data have not been available,” said Tom Roth, president of Community Marketing, Inc.
Among specific findings:
- 80% of gay men and 79% of lesbians made a purchase with a Visa card in the past month, while 64% of gay men and nearly 56% of lesbians made a purchase with a MasterCard and 36% of gay men and 24% of lesbians made a purchase with an American Express card.
- Among gay men the top three most widely read publications are community-specific titles such as The Advocate, Out and local LGBT publications, with the New York Times, Men’s Health and GQ the top “mainstream” publications; among lesbians the top three most widely read publications are The Advocate, Curve and local LGBT publications, with People, AARP The Magazine and O The Oprah Magazine the most commonly cited “mainstream” publications.
- 61% of gay men and 83% of lesbians have a pet (38% of gay men and 59% of lesbians have dogs, 28% of gay men and 51% of lesbians have cats).
- 89% of gay men and 92% of lesbians reported that the way a company treats its employees impacts their decision to do business with that company, with the majority (52% and 59% respectively) saying this was strongly positive.
- 88% of gay men and 91% of lesbians report purchasing decisions are favorably influenced by corporate sponsorship of LGBT events and charities.
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