[EDITOR'S NOTE:] The following is a guest post by Tom Roth, President and Founder of Community Marketing. Tom and his team have developed a spectrum of products and services to skillfully lead the company’s clients to their goals. Tom is now primarily dedicating his industry-leading expertise to head up Community Marketing’s “Gay Market Research Development Lab®” division, which produces the Gay Consumer Index and the Lesbian Consumer Index. Tom engages in strategic consulting to industry-leading clients and conducts educational seminars for corporations and organizations.
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 United States today? What are his/her prime motivators, regular activities or perceptions on any number of issues?
The largest-ever survey of its type released today reveals new information about gay and lesbian consumers that has never been available on this scale until now.
The Gay Consumer Index and Lesbian Consumer Index surveys, conducted by Community Marketing, Inc. include information based on a national survey of more than 12,000 gay men and more than 10,000 lesbians.
Never before has an LGBT research study been based on a sample size of such proportion, and from such a broad spectrum of consumers. We think these indices will guide LGBT development and effective outreach for years to come.
Another wonderful thing about this breakthrough survey is that the Lesbian Consumer Index presents the first statistically significant information on the lesbian market, a market that is truly untapped, largely due to lack of specific segmented information.
Some of the headline findings provide a unique insight into the spending habits, motives, issues and behavior of gay and lesbian households.
- INCOME: For gay men, the median household income is $83,000 per year, almost 80% above the median U.S. household income of $46,326. For lesbians, the median household income is $80,000 per year.
- ADVERTISING: 85% of gay men and 85% of lesbians said that advertising in gay media favorably influences their decision to purchase products or do business with a company.
- GAY FRIENDLY POLICIES: 89% of gay men and 92% of lesbians reported that the way a company treats its gay and lesbian employees impacts their decision to do business with that company.
- SPONSORSHIP: 88% of gay men and 91% of lesbians report that their purchasing decisions are favorably influenced by corporate sponsorship of LGBT events and charities.
- PUBLICATIONS: Among gay men the most widely read publications are:
Among lesbians the top six are:
- The Advocate
- Local LGBT publications
- Out Traveler
- New York Times
- Men’s Health
- The Advocate
- Local LGBT publications
- AARP The Magazine
- O The Oprah Magazine
- TV NETWORKS: Among both gay men and lesbians the top three most widely watched television networks (in order) were NBC, ABC, and CBS; for gay men the next three were Fox, Bravo and Logo and for lesbians the next three were Showtime, Fox, and Logo.
- FAMILY: 46% of gay men and 65% of lesbians are partnered or live with a significant other. While 20% of lesbians have children under the age of 18 living at home, the statistic for gay men is much lower at 5%.
- POLITICS: More than 92% of gay men and 91% of lesbians reported voting in the 2004 presidential election with nearly 84% and 78% respectively reporting that they voted in the mid-term election in 2006. This compares to national estimates of 64% in 2004 and 40% in 2006.
You can subscribe to abstract summaries and updates of the Gay Consumer Index and the Lesbian Consumer Index by visiting GayConsumerIndex.com and registering for email updates. You can also read a more detailed summary of the findings in the media release out today. Community Marketing Inc. will provide an overview of the full study findings on September 24 as part of the Gay and Lesbian Market Symposium in New York City.