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A brief look at the demographics of gay people will convince you that you should be advertising with gaymatters.net
- 27% of visitors to gay web sites are 18 to 24 — Source: 2006 @plan
- 41% of visitors to gay web sites are 25 to 34 — Source: 2006 @plan
- Under 6% of gay male households have children, so gay men have more discretionary income to spend than the average family – giving them more per capita buying power than most segments — Source: Fall 2006 Simmons Gay & Lesbian Consumer Study
- Over 60% of gay men have a college degrees — Source: 2006 @plan
- Gay men are twice as likely to work in management positions — Source: 2006 @plan
- Gay men are twice as likely to have household income over $250,000 — Source: 2006 @plan
- 92% of GLBT Americans are likely to consider a brand that is known to provide equal workplace benefits to all of their employees, including gays and lesbians — Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
- 81% of Gay Americans are likely to consider a brand that supports non-profits or causes important to them — Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
- 64% of Gay Americans are more likely to purchase everyday household products from companies that market directly to them in gay media — Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
- Gay consumers are more likely to consider purchasing a product from a company that is tailored to the consumer and includes images of gays and lesbians in the ad — Source: Harris Interactive/Witeck-Combs
Median age: 45
- Under 30: 10%
- Over 55: 17%
46% are in relationships and living together, and 43% are single.
5% have children under age 18 living in home.
61% have a pet; 28% a cat and 38% a dog
Occupation
Work in the Medical / Health Industry: 8%
Work in Education: 6%
Work in Legal/Government: 6%
Retired: 7%
Home ownership
Own residence: 61%
Rent residence: 36%
Income
Median annual household income: $83,000
- Singles $62,000
- Couples living together $130,000
Representative cross-section:
Respondents are well distributed throughout the United States, with the largest percentages residing in California, New York, Texas, Florida, and New England.
What gay men do with their time
• Spend 12 hours per week of personal time (not work) on the Internet.
• 95% made purchases on the internet in the last year, and 81% use the internet for banking and bill paying.
• Watch TV for 10 hours per week. US gay men show the most likelihood of watching the major networks: NBC, ABC, CBS and Fox, followed by cable channels Bravo and gay-focused Logo.
Active in politics and community
• 84% voted in the 2006 mid-term election
• 92% voted in the 2004 Presidential election
• 40% contributed to a political party in the last year
• 24% attend a community fundraising event monthly
• 36% believe political leaders should “Continue the fight for gay and lesbian marriage equality. It should be a priority.”
Communications
• US gay men are most likely to read national gay-specific publications and local gay publications, and mainstream publications that cater to a specific topic.
Social and entertainment
• 88% go out to dinner with friends at least monthly
• 72% of respondents consume at least one alcoholic beverage per week at a bar or restaurant. The median number consumed by those who have at least one drink is 4 drinks.
• 66% go shopping at brick and mortar stores at least monthly
• 63% go to see a movie at least monthly
• 53% work out in a gym at least monthly
• 50% go to a club or bar at least monthly
• 39% attend live theater at least monthly
• 24% attend a music concert at least monthly
• 24% visit a museum at least monthly
• 22% visit the beach at least monthly
• 20% go dancing at least monthly
• 13% attend a live sporting event at least monthly Psychographics and motivations
• 89% are more likely to support companies with favorable LGBT employment practices.
• 88% are more likely to support companies that sponsor LGBT events and fundraisers.
• 85% consider advertising in LGBT publications to be a favorable motivator to purchase.
• 77% believe that increasing corporate recognition of the “buying power” of the LGBT community has been advantantageous in advancing LGBT causes… but 73% believe that homosexuality will still be a divisive issue in the US in 10 years.
• 60% prefer that marketers refer to the “community” as
“Gay & Lesbian” in their communications.
Purchases: How gay men spend their money
• 80% purchased with a Visa credit card in the last month
• The median US gay male respondent spent $5,200 dining out in the last year, with a median of 4 times per week and a median of one of those in a fine dining establishment.
• Downloaded music or video from the internet: 46% purchased in the last year
• Cell Phone: 37% purchased in the last year
• Home computer or laptop: 30% purchased in the last year
• MP3 player (e.g. iPod, Creative, etc.): 26% purchased in the last year
• Digital camera or video recorder: 21% purchased in the last year
• HD or plasma TV: 20% purchased in the last year
• Video recorder/DVR (such as TiVo): 17% purchased in the last year
• Satellite Radio: 11% purchased in the last year
• PDA (e.g. Palm, Blackberry, etc.): 10% purchased in the last year
• Travel: median $2,000 per year
• 25% consulted a retail travel agent in the last year
• Clothing: median $500 per year
• Coffee drinks: median $260 per year
• Bottled water & sports drinks: median $260 per year
Automobile ownership
• 88% own an automobile
- Own an SUV: 31%
- Own a mid-size car: 27%
- Own a luxury car: 21%
- Own an economy car: 21%
- Own a truck: 14%
• Length of ownership of automobile: 5+ years
• Motivated by purchase price: 52%
• Motivated by fuel efficiency: 38%
• Motivated by model’s reliability: 34%
• 4% said they purchase a new car at least every two years
• Those who purchase a new car every two years are less concerned about fuel efficiency, and more concerned about safety features
Health, Fitness and Retirement
• 30% got a massage in the last month
• 16% went to a spa in the last month
• 65% take a daily vitamin supplement
• 92% know their HIV status
• 11% of respondents born between 1950 and 1969 indicate they would move to a LGBT retirement community when they
retire.
