• 46% of gay men and 65% of lesbians are partnered or live with a significant other
• 20% of lesbians and 5% of gay men have children under the age of 18 living at home.
• For gay men, the median household income is $83,000 per year, while for lesbians, it is $80,000 per year
• Gay and lesbian publications were read most often by both genders, although national "mainstream" publications also fared well (The New York Times, Men's Health, GQ, People, AARP and O) 
• 85% of gay men and lesbians agreed advertising in gay media favorably influences their purchasing decisions
• 89% of gay men and 92% of lesbians reported that the way a company treats its gay and lesbian employees impacts their decision to do business with that company, with the majority (52% and 59% respectively) saying this was strongly positive
• 85% of gay men and 91% of lesbians report that their purchasing decisions are favorably influenced by corporate sponsorship of gay events and participation in gay charities.

Takeaway for retailers - There is no single LGBT community in terms of consumer statistics so you cannot reach them with "one type of campaign or communications channel for any targeted communications efforts from advertising to sponsorships." Instead of the shotgun approach frequently used until now, you can use the data from this research to more effectively target this market.

Posted by Universal Ad