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In the US the buying power
of approximately 15 million Gay Americans is estimated
to be $900
billion per year. While not necessarily wealthier than the general
population,
gay adults are less likely to be parents. Therefore, they
have more discretionary income
and more time for leisure activities.
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Numerous studies establish
that gay and lesbian consumers
(1) have higher affiliations with brands that advertise directly to
them;
(2) are likely to actively seek out a brand that has advertised in gay
media;
(3) are willing to pay more for products from companies that are
perceived to be gay-friendly.
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Gay Americans are 1.5
times more likely to have high speed internet
[Source Witeck-Combs/Harris
Interactive]
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72% of gays and lesbians
prefer to buy from companies that advertise to them directly.
[Source
Witeck-Combs/Harris Interactive]
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89% of gays and lesbians
are highly likely to seek out brands that advertise directly to them:
the majority is willing to pay a premium for quality products and
services. [Source: Simmons]
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81% of Gay Americans are
more likely to use the Internet to obtain information about goods and
services before making a purchase.
[Source: Witeck-Combs]
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