There is a tremendous amount of new research that analyzes the buying power and spending habits of gay consumers. With a market as large and diverse as the gay and lesbian market, it is important to identify your audience target then develop a media plan:

• 80% of our audience is male, but we can target lesbians too -- Source: 2007 Gay Ad Network Publishers


• Download Community Marketing's Gay Consumer Index 2007


• Download Community Marketing's Lesbian Consumer Index 2007


• 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
  Communications Survey, Jan. 2006

The following list of third-party research studies, data reports and resources may be helpful in providing a broader understanding of the gay market.

• Community Marketing Inc.


• Witeck Combs / Harris Interactive


• Gay/Lesbian Consumer Online Census


• Gay Market News


• New American Dimensions / Asterix Group 2007 Report