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Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBT Community,  6th Edition, The
 

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    Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBT Community,  6th Edition, The Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBT Community, 6th Edition, The Document Transcript

    • Get more info on this report!The Gay and Lesbian Market in the U.S.: Trends and Opportunities inthe LGBT Community, 6th EditionJuly 1, 2010The most profound trend affecting the gay and lesbian market may be the increasingacknowledgment by American society and legal institutions of marriage equality for gaymen and lesbians. The expansion of same-sex marriage and other forms of civil unionsover the past decade is triggering an increase in the visible numbers of gay and lesbianfamily households and consequently an expanding market for consumer goods andservices of all kinds. The growing number of gay and lesbian parents means that asubstantial number of gay and lesbian family households generate significantexpenditures on children as well as on adult household members.Moreover, survey research shows that gay and lesbian consumers are more optimisticthan other consumers about future economic growth and their own personal financialcondition. This basic sense of optimism prevailing among gay and lesbian consumerssuggests that they are more willing than other consumers to spend on products andservices in the wake of the most severe economic downturn in 70 years.This completely new 6th edition of Packaged Facts Gay and Lesbian Market in the U.S.:Trends and Opportunities in the LGBT Community provides marketers with the analysisand insights they need to help them succeed in a consumer segment whose buyingpower is fast approaching $800 billion. The report begins with an assessment ofstrategic trends shaping the gay and lesbian market and identifies opportunitiesavailable to marketers interested in reaching out to gay and lesbian consumers. Itcontinues with a detailed analysis of the social and political trends affecting the gay andlesbian market and provides a forecast of the growth of the buying power of gay andlesbian consumers through 2014. The next two chapters provide a demographic profileof the gay and lesbian population and an analysis of where gay men and lesbians live.Another chapter provides an overview of gay and lesbian consumer behavior andfocuses on topics such as shopping behavior, brand loyalty and the importance of eco-friendly corporate policies on the buying decisions of gay and lesbian consumers. Thereport then provides a detailed look at gay and lesbian consumers in the areas offinancial services, travel and pet ownership and a chapter on trends in gay media thatincludes an analysis of gay and lesbian usage of digital media. The report concludeswith a chapter on marketing approaches to gay and lesbian consumers that includes an
    • analysis of the impact of gay-friendly corporate policies and gay-themed advertising onthe purchasing decisions of gay and lesbian consumers.Additional InformationMarket Insights: A Selection From The ReportMarketing to Gay and Lesbian ConsumersProviding Equal Workplace Benefits Important to Gay and Lesbian ConsumerDecisionsNearly four in ten (38%) gay and lesbian consumers say they are “extremely likely” toconsider a brand that is known to provide equal workplace benefits for all of theiremployees, including gay and lesbian employees. Nearly nine in ten (88%) are likely toclaim that workplace policies play a role in their consideration of brands, compared to70% of heterosexual consumers.Data Show Marketing Directly to Gays and Lesbians Pays OffNearly six in ten (58%) gay and lesbian consumers are more likely to purchaseeveryday household products and services from companies that market directly to gaysand lesbians. Around one in five (19%) say they are “much more likely” to do so.Companies Pay Price for Harmful ActionsA substantial majority (70%) of gay men and lesbians report that they have switchedproducts or service providers because they found out the company had engaged inactions that are perceived as harmful to the gay and lesbian community. Around one inthree (34%) gay and lesbian consumers had done so within the last two years.In The News America’s Gay 2010 Buying Power Projected at $743 Billion New Analysis by Witeck-Combs Communications and Packaged FactsWashington, D.C. - July 20, 2010 - The total buying power of the U.S. lesbian, gay,bisexual and transgender (LGBT) adult population in 2010 is projected to be $743billion, according to the recently updated analysis by Witeck-Combs Communicationsand Packaged Facts.
    • The estimate was originally derived in a joint study by both organizations entitled, “TheGay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBT Community,6th edition.” In 2009, the gay buying power projection was estimated at $732 billion.This 2010 projection is slightly less than earlier analyses - given that the entire U.S.economy has suffered its worst recessionary consequences (between 2008 and 2010)since the Great Depression began in 1929.In sharing the latest analysis, Bob Witeck, CEO of Witeck-Combs Communications said,“Buying power projections are frequently a standard business measure for companiesand policy decision-makers. This offers us a reasonable snapshot of the projectedannual economic activity of America‟s diverse gay, lesbian, bisexual and transgenderpopulation even in this faltering economy.” Since 1993, Witeck-CombsCommunications, Inc. has provided expert marketing and communications counsel toFortune 500 companies in their strategies to reach the gay consumer market. BobWiteck and his co-founder, Wes Combs, also are co-authors of “Business Inside Out:Capturing Millions of Brand Loyal Gay Customers” (Kaplan 2006).Witeck stated that “buying power is not the same as affluence or wealth. No one shouldinfer that same-sex households are more affluent than others - this is little more than astereotype, considering the economic evidence available. We have seen researchfrom academic researchers that strongly suggests gay men may earn slightly less thantheir heterosexual counterparts.”He added that, “the best available Census data on same-sex couples supports theunderstanding, however, that LGBT households tend to skew in major metro andsuburban areas -- a characteristic generally associated with higher than averageincome. And while parenting trends grow, we also see evidence through Censussnapshots that same-sex couples remain less likely than their married heterosexualcounterparts to have kids, and they are more likely to have both partners in theworkforce, factors which yield slightly higher per capita household income, especially inthe case of gay male couples.”Nonetheless, Witeck concluded, “we also are well aware that under existing laws andnorms, same-sex couples are penalized throughout the economy by discriminatory taxburdens, a hodge-podge of inadequate relationship rights and obligations, complex andcostly barriers to adoption and parenting, and barriers to access to public safety netprograms that are routinely available to married couples and their families.”Based on a reasonable and broad range of population samples, the analysisbenchmarks between 6% to 7% of the adult U.S. population who self-identify as gay,lesbian or bisexual, or between 15 and 16 million adults. Unlike estimates of buyingpower for other populations, such as African Americans or Hispanics, the projectedLGBT population is estimated only among adults over the age of 18 when they are morelikely to be fully aware and able to define their sexual orientation or gender identity. For
    • other groups such as African-Americans, Asian-Americans and Latino/as, thepopulation total includes all ages.The method used for this annual economic projection is intended to roughly mirror theaccepted approach taken by the Selig Center for Economic Growth at the University ofGeorgia in its calculation of the purchasing power of niche consumer segments such asHispanics and African Americans. This methodology uses national aggregatedisposable income data that are compiled by the Bureau of Economic Analysis (BEA) ofthe U.S. Department of Commerce and are therefore considered the most authoritativepicture of overall purchasing power in the United States. Gay and lesbian purchasingpower is calculated by allocating a proportion of aggregate disposable personal income(DPI) to the gay and lesbian consumer segment.“Buying power, we know, signals one critical measure of the growth and size of the vitalLGBT consumer market,” said Don Montuori with MarketResearch.com. “In ouranalysis, we are clear to define buying power as another term for „disposable personalincome,‟ which is the total after-tax income available to an individual to spend onpersonal consumption, personal interest payments or savings. According toeconomists, today this roughly equals 86% of income.”"The Gay and Lesbian Market in the U.S.: Trends and Opportunities in the LGBTCommunity, 6th Edition" is now in its fully updated form, and is considered the mostcomprehensive authority on accessible, non-proprietary market research compiled byPackaged Facts and Witeck-Combs Communications, Inc and brought to market withMarketResearch.com. It provides brand-new analysis of the demographic profiles,consumer behaviors, and purchasing power of the estimated 15 to 16 million adult gaymen and lesbians in the United States. Key characteristics profiled include age, income,and family structure aggregated from many of the most respected datasets available.About Witeck-Combs Communications, Inc.Witeck-Combs Communications, Inc. is the nation‟s premier strategic marketingcommunications firm, specializing in reaching the gay and lesbian consumer. With over16 years experience in this unique market, Witeck-Combs Communications not onlyserves as a bridge between corporate America and lesbian, gay, bisexual andtransgender consumers (LGBT), but also provides counsel to countless non-profitorganizations that aim to educate the public on gay and lesbian issues or to better reachtheir LGBT membership.In April 2003, American Demographics magazine identified Bob Witeck and WesCombs as two of 25 experts over the last 25 years who have made significantcontributions to the fields of demographics, market research, media and trendspottingfor their pathbreaking work on the gay and lesbian market. Their strategic marketingbook, “Business Inside Out: Capturing Millions of Brand Loyal Gay Customers” waspublished in the fall of 2006 by Kaplan Publishing. They have appeared in worldwidemedia outlets including Fortune, CNBC, Daily Telegraph, CNN, Reuters, AssociatedPress, Ad Age, the New York Times and the Washington Post.
    • About Packaged FactsPackaged Facts, a division of MarketResearch.com, publishes market intelligence on awide range of consumer market topics, including consumer goods and retailing, foodsand beverages, demographics, pet products and services, and financial products.Packaged Facts also offers a full range of custom research services. Gay and Lesbian Consumers Express Optimism about Economy and Personal Finances,Display Willingness to Use Substantial Buying Power on Increased Discretionary SpendingNew York, August 2, 2010 — Gay and lesbian consumers are more optimistic thanmany Americans about the overall direction of the country, its future economic growth,the job market and their own personal financial condition, according to survey resultspublished in The Gay and Lesbian Market in the U.S.: Trends and Opportunities inthe LGBT Community, 6th Edition by market research publisher Packaged Facts. Armed with this confidence and $743 billion in estimated 2010 buying power, the U.S.population of lesbian, gay, bisexual and transgender (LGBT) adults is expected to ampup discretionary spending on products and services in the wake of the recession andemerging recovery.The report relies on a diverse range of data sets, including the respected insights thatcombine the expertise of Witeck-Combs Communications, Inc. and Harris Interactive.Based on conservative assumptions, Packaged Facts also estimates that the gay andlesbian population likely exceeded 15 million adults in 2009. The gay and lesbianpopulation is projected to increase to more than 16 million adults by 2014. The cohort‟sbuying power, visibility and influence on America‟s marketing landscape are alsoexpected to increase over the next five years.The U.S. and even global trends towards marriage equality and other forms of civilunions and legal same-sex relationships over the past decade have triggered anincrease in the visible presence of gay and lesbian households and, consequentlyexpanded the measurable market space for consumer goods and services of all kinds.This market space today just as likely will include children‟s products and apparel, as anincreasing number of gays and lesbians are choosing to become parents. Both trendsoffer expanded opportunities for marketers to include same-sex couples and LGBTfamily households just as they do among other cross-sections of the Americanconsumer market.While LGBT consumers shop for value like other households, the report also suggeststhat 58% of gay and lesbian consumers are more likely to purchase everydayhousehold products and services from companies that market directly to gays and
    • lesbians. The perceived gay-friendliness of companies that choose to support causesthat benefit the LGBT community is also an important factor when deciding whether tostick with or switch from some products or services.“A sustained, focused marketing campaign dedicated to earning trust and building brandloyalty among gay and lesbian consumers is a vital component of a successful strategyin the LGBT market,” says Don Montuori, publisher of Packaged Facts. “We‟ve seen ahigh response measured in the LGBT community supporting gay-themed print ads withimages of gay and lesbian people and featuring tailored wording. Likewise, investing inmicrosites specifically geared toward gay and lesbian consumers can generate asubstantial return because many indicate that they would use or prefer to use LGBT-tailored websites as opposed to a company‟s general website. Even appropriatelythemed advertisements that appear on blogs have greater potential to attract membersof the LGBT community than other consumers as a whole.”The Gay and Lesbian Market in the U.S., 6th Edition provides an in-depth analysis ofa consumer segment whose buying power is fast approaching $800 billion. The reportbegins with an assessment of strategic trends shaping the gay and lesbian market andidentifies opportunities available to marketers interested in reaching out to gay andlesbian consumers. It continues with a detailed analysis of the social and political trendsaffecting the gay and lesbian market and provides a forecast of the growth of the buyingpower of gay and lesbian consumers through 2014. Additionally, the report includes thelatest findings from Witeck-Combs Communications/Harris Interactive online surveys ofgay and lesbian and heterosexual consumers. It also includes the latest availableCensus data on same-sex couples.About Packaged Facts - Packaged Facts, a division of MarketResearch.com,publishes market intelligence on a wide range of consumer market topics, includingconsumer goods and retailing, foods and beverages, demographics, pet products andservices, and financial products. Packaged Facts also offers a full range of customresearch services.About Witeck-Combs Communications, Inc. - Witeck-Combs Communications, Inc.is the nation‟s premier strategic marketing communications firm, specializing in reachingthe gay and lesbian consumer. With over 16 years experience in this unique market,Witeck-Combs Communications not only serves as a bridge between corporate Americaand lesbian, gay, bisexual and transgender consumers (LGBT), but also providescounsel to countless non-profit organizations that aim to educate the public on gay andlesbian issues or to better reach their LGBT membership.In April 2003, American Demographics magazine identified Bob Witeck and WesCombs as two of 25 experts over the last 25 years who have made significantcontributions to the fields of demographics, market research, media and trendspottingfor their pathbreaking work on the gay and lesbian market. Their strategic marketingbook, “Business Inside Out: Capturing Millions of Brand Loyal Gay Customers” waspublished in the fall of 2006 by Kaplan Publishing. They have appeared in worldwide
    • media outlets including Fortune, CNBC, Daily Telegraph, CNN, Reuters, AssociatedPress, Ad Age, the New York Times and the Washington Post.Table of ContentsChapter 1 Executive SummaryIntroduction Background Overview of ReportScope and Methodology Scope of the Market Overview of Data SourcesMarket Trends and Opportunities Recognition of Relationships Central Trend in American Society and in Gay and Lesbian Market Expansion of Same-Sex Marriage Laws Creates Multiple Marketing Opportunities Gay and Lesbian Families Represent Major Market Segment Gay and Lesbian Consumer Optimism Generates Opportunities for Marketers Gay and Lesbian Consumers Require Focused Marketing Approaches Gay and Lesbian Travelers Continue to Offer Significant OpportunitiesSocial and Political Trends Affecting the Gay and Lesbian Market Gallup Finds Dramatic Shift in Men‟s Views of Gay Men and Lesbians New Surveys Continue Long-Term Trend of Increasing Acceptance “Tipping Point” May Have Been Reached Gains Accelerate Vast Majority of Heterosexual Americans View Coming Out with Equanimity Large Majority of Americans Support Allowing Openly Gay Men and Women to Serve in Military Coverage of Marriage Equality and Other Relationship Recognition Laws Continues to Expand Support for Gay Marriage Continues to Increase Research Demonstrates Economic Benefits of Marriage Equality Vast Majority of Heterosexual Adults Accepting of Gays and Lesbians on the JobSize and Growth of the Market Gay and Lesbian Population Exceeds 15 Million Buying Power Used to Measure Size of Market Post-Recession Economic Projections Analyzed 2010 Gay and Lesbian Buying Power Totals $743 BillionDemographic Profile of the Gay & Lesbian Population Demographic Characteristics of Gay Men and Lesbians Highlighted Census Data on Gay and Lesbian Partnerships Offer Key Demographic InsightsWhere Gay Men and Lesbians Live Methodology Explained California and New York Have Largest Gay and Lesbian Populations New York Metro Area Leads in Gay and Lesbian Population
    • Gay Couples More Likely to Live in Large Metropolitan Areas Gender of Same-Sex Couples Varies Widely across Regions Smaller States Attract Lesbian Couples Male Same-Sex Couples More Likely to Live in Central CitiesIndustry Highlights Gay Men and Lesbians Find Less Comfortable Environment at Financial Services Providers Gay and Lesbian Consumers More Likely to Turn to the Internet for Financial Information Gay Men and Lesbians less Likely to Own Investments Lower Prices Cause Gay and Lesbian Consumers to Switch Auto Insurers Online Auto Insurance Purchase More Popular Gay and Lesbian Consumers Highly Likely to Have Health Insurance Gay and Lesbian Consumer Base Includes Core of Dedicated Travelers Gay and Lesbian Consumers Plan to Travel More, Spend LessGays and the Media Economic Downturn and Media Revolution Hit Gay Press Both New and Traditional Gay Media Remain Vibrant Advertising in Gay Media Remains Healthy Media Consolidation Continues Gay Men and Lesbians Tied to the Internet Blog Readership Accelerates among Gay Men and Lesbians News Blogs Most Popular with Gay and Lesbian Readers Social Networking Sites Important to Gay Men and LesbiansMarketing to Gay and Lesbian Consumers Providing Equal Workplace Benefits Important to Gay and Lesbian Consumer Decisions Data Show Marketing Directly to Gays and Lesbians Pays Off Companies Pay Price for Harmful Actions Brand Loyalty Swayed by Perception of Gay-Friendliness Gay-Themed Print Ads Deemed More Effective LGBT Microsites Offer Effective Outreach Tool Gay and Lesbian Consumers More Positive toward Ads on Blogs, Less Drawn to Advertising on Social Networking Sites Wide Range of Companies Advertise to Gay and Lesbian ConsumersChapter 2 Market Trends and Opportunities Recognition of Relationships Central Trend in American Society and in Gay and Lesbian Market Expansion of Same-Sex Marriage Laws Creates Multiple Marketing Opportunities Gay and Lesbian Families Represent Major Market Segment Gay and Lesbian Consumer Optimism Generates Opportunities for Marketers Gay and Lesbian Consumers Require Focused Marketing Approaches Digital Media Offer Path to Gay and Lesbian Consumers Retailers Can Benefit from Gay and Lesbian Attitudes toward Shopping Gay and Lesbian Consumers Relate to Green Marketing Efforts Gay and Lesbian Travelers Continue to Offer Significant Opportunities
    • Aging of Gay and Lesbian Population Generates Opportunities for Financial Services Firms Gay and Lesbian Market Research Will Benefit from Strengthened Census ProceduresChapter 3 Social and Political Trends Affecting the Gay and Lesbian MarketChanges in Societal Attitudes Gallup Finds Dramatic Shift in Men‟s Views of Gay Men and Lesbians New Surveys Continue Long-Term Trend of Increasing Acceptance “Tipping Point” May Have Been Reached Gains Accelerate Vast Majority of Heterosexual Americans View Coming Out with Equanimity Table 3-1: Attitudes of Heterosexuals toward Coming Out Table 3-2: Attitudes of Heterosexuals toward Honesty about Coming Out New Study Shows Benefits of Repeal of “Don‟t Ask, Don‟t Tell” Policy Large Majority of Americans Support Allowing Openly Gay Men and Women to Serve in MilitaryExpansion of Same-Sex Marriage Laws Coverage of Marriage Equality and Other Relationship Recognition Laws Continues to Expand Table 3-3: Summary of Status of Marriage Equality and Other Relationship Recognition Laws Support for Gay Marriage Continues to Increase Research Demonstrates Economic Benefits of Marriage EqualityGays in the Workplace Heterosexual Adults More Accepting of Gays and Lesbians on the Job Table 3-4: Reactions of Heterosexual Co-Workers, 2008 vs. 2009 Table 3-5: Attitudes of Heterosexual Adults toward Employment and Sexual Orientation Workplace Discrimination Declines Figure 3-1: Percent of Gay and Lesbian Adults Experiencing Discrimination in the Workplace, 2008 vs. 2009 Figure 3-2: Percent of Gay and Lesbian Adults Never Experiencing Discrimination in the Workplace, 2008 vs. 2009 Table 3-6: Types of Discrimination Experienced by Gay and Lesbian Adults in the Workplace, 2008 vs. 2009 Openness in the Workplace Continues to Increase Table 3-7: Openness of Gay and Lesbian Adults About Sexual Orientation with Others, 2008 vs. 2009 Poor Economy Affects Willingness of Some Gays to Be Open about Sexual Orientation Table 3-8: Impact of the Economy on Willingness of Gay and Lesbian Adults to be Open About Sexual Orientation Gays More Comfortable in Sharing Personal Information at Work Table 3-9: Comfort Level in Sharing Personal Information at Work, Gay and Lesbian vs. Heterosexual Adults, 2008 vs. 2009 Diversity in the Workplace Vital to Gays and Lesbians
    • Table 3-10: Importance Gay and Lesbian Adults Place on Recruiting Employees from Diverse Backgrounds, 2008 vs. 2009 Few Heterosexual Adults Know about Lack of Legal Protection for Gays on the Job Table 3-11: Knowledge of Federal Legislation Related to Employment Discrimination, Gay and Lesbian vs. Heterosexual Adults, 2008 vs. 2009Chapter 4 Size and Growth of the MarketThe Scope and Size of the Gay and Lesbian Market Defining the Scope of the Market Key Factors in Estimating the Size of the Gay and Lesbian Population Gay and Lesbian Population Exceeds 15 Million Table 4-1: Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over, 2009-2014The Buying Power of Gay Men and Lesbians Buying Power Used to Measure Size of Market “Disposable Income” Not the Same as “Discretionary” Post-Recession Economic Projections Analyzed Table 4-2: Actual and Projected Annual Percentage Growth in Disposable Personal Income, 2004-2014 2010 Gay and Lesbian Buying Power Totals $743 Billion Table 4-3: Projected Growth in Gay and Lesbian Buying Power, 2009-2014Buying Power in Major Metro Markets Gay and Lesbian Buying Power Highest in New York and San Francisco Table 4-4: Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian Populations, 2009 Washington, D.C. and San Francisco Metro Markets Lead in Per Capita Buying Power Table 4-5: Per Capita Gay and Lesbian Buying Power in Metropolitan Areas with Largest Gay and Lesbian PopulationsChapter 5 Demographic Profile of the Gay & Lesbian PopulationOverview Demographic Data Sources Cited Demographic Characteristics of Gay Men and Lesbians HighlightedDemographic Profile of Gay and Lesbian Partnerships Census Data on Gay and Lesbian Partnerships Offer Key Demographic Insights Census Finds Many Same-Sex Couples Report as Spouses Significant Demographic Differences between Same-Sex Spouses and Unmarried Same-Sex Couples Age Differences Analyzed Table 5-1: Same-Sex vs. Other Couples by Age Non-Hispanic Whites More Prevalent Table 5-2: Same-Sex vs. Other Couples by Race and Hispanic Origin Interracial Couples Less Common among Opposite-Sex Couples Reporting as Spouses Figure 5-1: Percent of Interracial Couples, Same-Sex vs. Opposite-Sex Couples
    • One in Five Same-Sex Couples Has Children Table 5-3: Same-Sex vs. Opposite-Sex Couples by Presence of Children in Household Same-Sex Couples More Highly Educated Table 5-4: Same-Sex vs. Opposite-Sex Couples by Educational Attainment and Employment Status Higher Household Incomes a Hallmark of Same-Sex Couples Figure 5-2: Same-Sex vs. Opposite-Sex Couples by Average Household Income Table 5-5: Same-Sex vs. Opposite-Sex Couples by Household Income Homeownership Patterns Differ Table 5-6: Same-Sex vs. Opposite-Sex Couples by Household TenureChapter 6 Where Gay Men and Lesbians LiveGay and Lesbian Population Centers Methodology Explained California and New York Have Largest Gay and Lesbian Populations Table 6-1: 20 States with Largest Gay and Lesbian Populations, 2008 Gays More Prominent in Some States, Less So in Others Table 6-2: States Ranked by Relative Importance of Gay and Lesbian Population New York Metro Area Leads in Gay and Lesbian Population Table 6-3: Metropolitan Areas with Largest Gay and Lesbian Populations, 2008 Gay and Lesbian Population Most Influential in San Francisco Table 6-4: Metropolitan Areas with Largest Gay and Lesbian Populations Ranked by Relative Importance of Gay & Lesbian Population, 2008Residential Patterns Gay Couples More Likely to Live in Large Metropolitan Areas Percent of Households Living in 15 Largest Metropolitan Areas, Same-Sex vs. Other Households Gender of Same-Sex Couples Varies Widely across Regions Table 6-5: States with a Majority of Male Same-Sex Couples, 2008 Table 6-6: States with a Majority of Female Same-Sex Couples, 2008 Smaller States Attract Lesbian Couples Table 6-7: Lesbian Couples as Percent of All Same-Sex Couples by Size of Total Population of State Male Same-Sex Couples More Likely to Live in Central Cities Figure 6-2: Percent of Male and Female Same-Sex Couples Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations Table 6-8: Percent of Households Living in Core Cities of Metropolitan Areas with Largest Gay and Lesbian Populations, All Households vs. Same-Sex Households by Gender, 2008 Suburbs Draw Lesbians Table 6-9: Residential Patterns of Lesbian Couples in New York Metropolitan Area Table 6-10: Residential Patterns of Lesbian Couples in San Francisco Bay Metro Area by County Table 6-11: Residential Patterns of Lesbian Couples in Washington, D.C. Metro Area by County and City
    • Chapter 7 Overview of Consumer BehaviorGay and Lesbian Consumers in the Post-Recession Economy Gay Consumers More Confident about Post-Recession Economy Table 7-1: Impact of Severe Economic Turndown, Gay and Lesbian vs. Heterosexual Adults Table 7-2: Expectations toward Economy, Gay and Lesbian vs. Heterosexual Adults Table 7-3: Economic Growth Predictions, Gay and Lesbian vs. Heterosexual Adults Table 7-4: Current Job Market Ratings, Gay and Lesbian vs. Heterosexual Adults Table 7-5: Job Market Predictions, Gay and Lesbian vs. Heterosexual Adults More Gay Men and Lesbians Think Country Is on Right Track Figure 7-1: Percent Agreeing “Things in the Country Are Going in the Right Direction,” Gay and Lesbian vs. Heterosexual Adults Figure 7-2: Percent Agreeing “Things in the Country Have Pretty Seriously Gotten Off on the Wrong Track,” Gay and Lesbian vs. Heterosexual Adults Gay and Lesbian Consumers More Upbeat about Personal Finances Figure 7-3: Percent of Gay and Heterosexual Adults Expecting Household Financial Condition to Be Worse in Next Six Months, Selected Months 2008-2010 Figure 7-4: Percent of Gay and Heterosexual Adults Expecting Household Financial Condition to Be Better in Next Six Months, Selected Months 2008-2010 Spending by Gay and Lesbian Consumers Remained Robust in Immediate Aftermath of Recession Table 7-6: Planning to Spend on Holiday Gifts, Gay and Lesbian vs. Heterosexual Consumers Table 7-7: Planning to Spend on Family, Friends and Others, Gay and Lesbian vs. Heterosexual ConsumersShopping and Purchasing Behavior Gay and Lesbian Shoppers Tend to Look for Best Shopping Experience Table 7-8: Most Important Reasons for Holiday Shopping, Gay and Lesbian vs. Heterosexual Consumers Gay and Lesbian Consumers Keep up with Trends Table 7-9: Keeping Up with Styles and Trends, Gay and Lesbian vs. Heterosexual Consumers New Products Attract Gay and Lesbian Consumers Table 7-10: Upgrading to New Products, Gay and Lesbian vs. Heterosexual Adults Brand Loyalty Strong Table 7-11: Leisure Summer Travel, LGBT vs. Heterosexual Adults Gay and Lesbian Consumers Shop More in Every Retail Category Table 7-12: Holiday Shopping by Type of Store, Gay and Lesbian vs. Heterosexual ConsumersGoing Green Gay and Lesbian Consumers Strongly Pro-Environment Table 7-13: Attitudes toward Environmental Issues, Gay and Lesbian vs. Heterosexual Adults
    • Gays More Engaged in Pro-Environment Activities Table 7-14: Participation in Environmental Actions, Gay and Lesbian vs. Heterosexual Adults More Gays View Selves as Environmentally Conscious Table 7-15: Self Identifying as Green, Gay and Lesbian vs. Heterosexual Adults Environmental Issues Affect Consumer Decisions of Gay Men and Lesbians Table 7-16: Importance of Environmental Issues on Making Decisions, Gay and Lesbian vs. Heterosexual AdultsChapter 8 Industry HighlightsFinancial Services Gay Men and Lesbians Find Less Comfortable Environment at Financial Services Providers Table 8-1: Comfort with Financial Services Provider, Gay and Lesbian vs. Heterosexual Consumers Gay and Lesbian Consumers More Likely to Turn to the Internet for Financial Information Table 8-2: Sources of Financial Information, Gay and Lesbian vs. Heterosexual Consumers Gay Men and Lesbians less Likely to Own Investments Table 8-3: Ownership of Investments, Gay and Lesbian vs. Heterosexual Consumers Lower Prices Cause Gay and Lesbian Consumers to Switch Auto Insurers Table 8-4: Reasons for Switching Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers Online Auto Insurance Purchase More Popular Table 8-5: Method for Purchasing Auto Insurance, Gay and Lesbian vs. Heterosexual Consumers Life and Homeowner‟s/Renter‟s Insurance less Common among Gay and Lesbian Consumers Table 8-6: Type of Life Insurance, Gay and Lesbian vs. Heterosexual Consumers Table 8-7: Homeowner‟s/Renters Insurance, Gay and Lesbian vs. Heterosexual Consumers Gay and Lesbian Consumers Support Health Care Reform Table 8-8: Support for President‟s Health Care Reform Bill, Gay and Lesbian vs. Heterosexual Consumers Gay and Lesbian Consumers Highly Likely to Have Health Insurance Table 8-9: Health Insurance, Gay and Lesbian vs. Heterosexual ConsumersTravel Gay and Lesbian Consumer Base Includes Core of Dedicated Travelers Table 8-10: Impact of U.S. Economy on Travel Plans, LGBT vs. Heterosexual Consumers, May 2010 Gay and Lesbian Consumers Plan to Travel More, Spend Less Table 8-11: Expected Number and Amount of Spending on Leisure/Business Trips during Summer by LGBT and Heterosexual Consumers, 2009 vs. 2010 Gay and Lesbian Consumers More Likely to Have Travel Plans
    • Figure 8-12: Average Number of Business and Leisure Trips Planned in Summer by Gay and Lesbian and Other Consumers, 2010 vs. 2009 Beaches and Cities Draw Gay and Lesbian Travelers Table 8-13: Summer Vacation Destinations in 2010, LGBT vs. Heterosexual Consumers Gay and Lesbian Travelers Less Concerned about Gas Prices Table 8-14: Importance of Retail Fuel Prices, LGBT vs. Heterosexual Consumers Convenience Stores Important When Choosing Where to Buy Gas Table 8-15: Importance of Onsite Convenience Store When Buying Fuel, LGBT vs. Heterosexual ConsumersOwnership of Pets Pets More Likely to Be Part of Gay and Lesbian Households Table 8-16: Pet Ownership, Gay and Lesbian vs. Heterosexual Consumers Table 8-17: Pet as Member of the Family, Gay and Lesbian vs. Heterosexual Consumers Pets in Gay and Lesbian Families Get More Presents Table 8-18: Purchasing Holiday Presents for Pets, Gay and Lesbian vs. Heterosexual ConsumersChapter 9 Gays and the MediaMedia Trends Economic Downturn and Media Revolution Hit Gay Press Both New and Traditional Gay Media Remain Vibrant Advertising in Gay Media Remains Healthy Media Consolidation Continues Gay-Themed TV Outlets Thrive Gay and Lesbian Representation on Television AnalyzedUse of Digital Media Gay Men and Lesbians Tied to the Internet Table 9-1: Online Activities in Last Month, Gay and Lesbian vs. Heterosexual Consumers Table 9-2: Percent Engaging in Selected Online Activities on at least a Daily Basis (Other than Work-Related), Gay and Lesbian vs. Heterosexual Consumers Blog Readership Accelerates among Gay Men and Lesbians Figure 9-1: Percent Reading Blogs, Gay and Lesbian vs. Heterosexual Consumers News Blogs Most Popular with Gay and Lesbian Readers Table 9-3: Types of Blogs Read by Gay and Lesbian and Heterosexual Consumers Table 9-4: Frequency of Visiting Blogs, Gay and Lesbian vs. Heterosexual Consumers Social Networking Sites Important to Gay Men and Lesbians Table 9-5: Membership of Social Networking Sites, Gay and Lesbian vs. Heterosexual Consumers Table 9-6: Frequency of Visiting Social Networking Sites, Gay and Lesbian vs. Heterosexual Consumers Gay Men and Lesbians More Likely to Be on Twitter
    • Figure 9-2: Percent of Gay and Lesbian and Other Adults Who Are Twitter MembersChapter 10 Marketing to Gay and Lesbian ConsumersReceptivity to Marketing and Advertising Providing Equal Workplace Benefits Important to Gay and Lesbian Consumer Decisions Table 10-1: Likelihood of Considering Brands That Provide Equal Workplace Benefits, Gay and Lesbian vs. Heterosexual Consumers Table 10-2: Likelihood of Considering Brands That Support Nonprofits, Gay and Lesbian vs. Heterosexual Consumers Data Show Marketing Directly to Gays and Lesbians Pays Off Table 10-3: Likelihood of Purchasing Products from Companies Marketing Directly to Gays and Lesbians, Gay and Lesbian vs. Heterosexual Consumers Companies Pay Price for Harmful Actions Table 10-4: Switching Products or Service Providers Because of Harmful Actions Brand Loyalty Swayed by Perception of Gay-Friendliness Table 10-5: Switching Products or Service Providers to Support LGBT Community Table 10-6: Loyalty to LGBT Friendly Brands Table 10-7: Purchasing Behavior of Gays and Lesbians Gay Marketing Can Benefit Health Insurance Companies Table 10-8: Likelihood of Choosing Health Insurance Company Due to LGBT Marketing Gay-Themed Print Ads Deemed More Effective Table 10-9: Factors Considered Important When Choosing Health Insurance Products, Gay and Lesbian vs. Heterosexual Consumers LGBT Microsites Offer Effective Outreach Tool Table 10-10: Usage of Microsites in General by Gay and Lesbian Consumers Table 10-11: Usage of LGBT Microsites by Gay and Lesbian Consumers Table 10-12: Frequency of Usage of Microsites by Gay and Lesbian Consumers Top Reasons for Using Microsites Listed Table 10-13: Reasons Why Gay and Lesbian Adults Use a Microsite Lack of Knowledge Inhibits Use of Microsites Table 10-14: Reasons Why Gay and Lesbian Adults Do Not Use a Microsite Gays and Lesbians More Positive toward Ads on Blogs, Less Drawn to Advertising on Social Networking Sites Table 10-15: Attitudes toward Ads on Blogs, Gay and Lesbian vs. Heterosexual Consumers Table 10-16: Feelings toward Advertising on Social Networking Sites, Gay and Lesbian vs. Heterosexual AdultsMarketing and Advertising Trends Wide Range of Companies Advertise to Gay and Lesbian Consumers Table 10-17: Nominees for GLAAD Media Awards in Advertising, 2009 Subaru Continues Ties with Gay and Lesbian Community Levi‟s Ties Ads to Same-Sex Marriage Movement Campbell Soup Places First Print Ad Representing and Targeting Gay Families
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