Influences for Gays & Lesbians on decisions to do business with a company:
- 92% general (mainstream) market advertising that demonstrates diversity and inclusion
- 91% sponsorship of LGBT events / charities (up 3 percentage points over 2007)
- 90% advertising in LGBT media
- 89% employment policies
- 87% advertising on LGBT websites
Gay & Lesbian Demographics:
- Spend 12 hours per week of personal time (not work) on the Internet.
- 95% made purchases on the internet in the last year
- For gay men, the median household income is $83,000 per year (gay singles $62,000; gay couples living together $130,000), almost 80% above the median U.S. household income of $46,326, according to US census data.
- 40% of gay men reported household incomes in excess of $100,000 per year.
- For Lesbians, the median household income is $80,000 per year ( Lesbian singles $52,000; Lesbian couples living together $96,000.)
- 36% of Lesbians reported household incomes in excess of $100,000 per year.
- 92% of younger gay men respondents (age 18-‐29) think it’s important to start financial planning in their 20s; 80% of older gay respondents (age 45-‐59) agree.
- 58% of gay men an 66% of lesbians report living in communities not classified as big cities.
- 42% of gay & lesbian respondents report having a Bachelor’s Degree, 19% a Master’s Degree, 6% a Doctoral Degree.
- Most popular big ticket items purchased in 2010 were a major vacation, laptop computer, and furniture. Major vacation the most popular big ticket purchase intended for next year.
- Similarly, in 65% of same-sex couples one partner is a homeowner (census 2000).
Sources: CMI Gay and Lesbian Consumer Index and the U.S. Census. Demographic studies and information change, VonDolce Marketing, Inc. is not responsible for misinformation due to variances in studies.
