MarketLooks: The Gay and Lesbian Market in the U.S.
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Title: The Gay and Lesbian Market in the U.S.
Published: February 2007
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The following is the abstract from the full report:
The Gay and Lesbian Market in the U.S., a completely new Packaged Facts report produced in collaboration with Witeck-Combs Communications Inc., provides an in-depth analysis of the 15.3 million gay and lesbian consumers in the United States, whose buying power exceeded $660 billion in 2006.
The first section of this 5th edition of the Packaged Facts report provides a demographic profile of the gay and lesbian population and includes analyses of population size and growth, age structure, economic status, and family and household structure. A separate chapter offers authoritative insights into the changing residential patterns of gay couples, who increasingly seek out suburbs offering more affordable housing and environments more suitable for raising families. Another chapter assesses social and political trends affecting the gay and lesbian market, such as an ongoing long-term movement toward increased tolerance.
The next section of the report provides an in-depth assessment of the consumer attitudes and behavior of gay men and lesbians. It begins with a review of topics such as brand loyalty, retailer preferences, and online shopping and continues with profiles of gay and lesbian consumers in the financial services, health and wellness, and travel sectors. A separate chapter shows how gay men and lesbians are in the vanguard of the digital revolution that is reshaping the media, advertising, entertainment, and telecommunications industries.
The report continues with an evaluation of media consumption patterns by gay and lesbian consumers and an analysis of advertising and marketing trends affecting the gay and lesbian market. It concludes with a projection of gay and lesbian buying power through 2011 and a discussion of strategic trends and opportunities in the gay and lesbian market.
The information in The Gay and Lesbian Market in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in gay and lesbian market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature, as well as non-proprietary data on consumer behaviors shared by Witeck-Combs Communications/Harris Interactive surveys, which contrast self-identified GLBT samples with comparative non-gay samples. Figures for the age, sex, race, education, and number of adults in the households are adjusted where necessary to bring them in line with their actual proportions in the U.S. adult population. In addition, using a scientific and often tested technique called propensity weighting, which balances responses for offline individuals, these data are projectable.
About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.
About Witeck-Combs Communications
Robert Witeck and Wesley Combs are the authors of the new book, Business Inside Out, the first business book on marketing to gay men and lesbian consumers. The book taps their 13 years of experience advising clients on successfully tapping the gay and lesbian market.