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| Approximately 4% of individuals (over 18) identify as gay (Harris 2000). |
| LGBT Market Have above-average affluence: “According to the most recent research, gays comprise a $350 billion market fiercely loyal to brands that advertise directly to them. Gays are twice as likely to have graduated from college, twice as likely to have an individual income over $60,000 and twice as likely to have a household income of $250,000 or more. They are essentially an untapped consumer market that corporate America can no longer ignore.” (Fox News). The buying power of the GLBT community is over 600 billion dollars a year (Simmons). - The median household income for both genders is $60,000 - $ 79,999 (Syracuse). - 29% of gay males report house incomes of $100,000 or more compared to 21% of Females (Syracuse). - 56% of gay males and 55% of lesbians own a “House” or “Condominium” (Syracuse). - 20% of gay males and lesbians have a monthly mortgage between $1,000 - $1,999 (Syracuse). Are technology and media savvy: “Gay men and women have the technology attitudes and demographics that marketers dream about. Gays are among the first to adopt new devices and online tools, making them prime targets for digital marketing as well as emerging technologies like TiVo.” (Forrester). - Gays and lesbians rank the Internet as the #2 advertising media vehicle they rely on, next to a tie for #1 between television and magazines. And ahead of newspapers, radio, direct mail, and outdoor/transit (Syracuse). - More likely to search for airline/car/hotel information or reservations online, Conduct banking online, Get news and weather online, Participate in online chat forums (Simmons). - 87% of gays and lesbians "like having information available" from the multitude of online and offline advertising and news messages they receive daily (when compared with 80% of non-gay respondents) (Harris 2000). - 48% of gay males and 23% of lesbians visit gay-oriented U.S –based web sites daily. - 25% of gays and lesbians online use the Internet and the World Wide Web more than 21 hours per week (Harris 2000). - Gay males are much more likely than their non-gay counterparts to be frequent online users and stay online longer (Simmons). More likely to respond to kcproud.com online advertising: - 49% of gays and lesbians prefer to buy products and brands targeting gays and lesbians over brands that do not (Harris 2005). - 47% of gays and lesbians trust brands more that advertise in gay media (Harris 2005). - Nearly 70% of both gays and lesbians are more likely to be persuaded by advertisements that feature gay themes than advertisements that that do not (Syracuse). - 68% of both gays and lesbians are more likely to purchase products or services whose advertising uses gay themes than those whose advertising does not (Syracuse). - Before deciding whether or not to buy a product or service 46% of the gay males and 49% of the lesbians try to find out whether or not the company is gay friendly (Syracuse). |
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