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We are talking about the Gay and Lesbian market, and we would like to introduce
you to RainbowReferrals.com - the most effective and cost efficient way to
reach this relatively untapped, lucrative and extremely brand loyal
market.
How would you like your advertising efforts to reach
a market of affluent consumers you have not reached, or reached as
effectively as you could?
Consider why high profile companies
and organizations advertise on RainbowReferrals.com:
- The Annual
Value of the Gay and Lesbian Market is $515 Billion
- 26 Million
Gay and Lesbian US Population (10% of the approximate 260,000,000 US
population) - larger than the combined disposable incomes of the Latino
and African-American markets.
- 91.8% indicate they would be
somewhat or very likely to use a product advertised in Gay and Lesbian
Media
- 21% of Gay and Lesbian households have income greater than
$100,000 per year. This represents a greater household income versus the
average US household income.
- 28% of Gay and Lesbian households
have income greater than $50,000 per year. This represents a greater
household income versus the average US household income.
- Consists
of the most economically advantaged people in the US.
GAY MARKET
DATA: Some Gay-Market Facts
- 62% own a personal
computer.
- 52% use and/or subscribe to online services.
- 71% of Gay
and Lesbian online users have made credit card purchases online.
- Studies suggest that online usage is seven to ten times above the national
average in the Gay and Lesbian community.
- Recent studies show that
the Gay & Lesbian community is significantly more receptive to new
technology that their mainstream counterparts.
- 91.8% indicate they
would be somewhat or very likely to use a product advertised in Gay and
Lesbian media.
- 88.3% buy products/services of national businesses
because of advertising.
- Twice as likely to have household
income over $60,000 than general US population.
- Twice as likely to
have household income over $250,000 than general US population.
- Twice
as likely to have graduated college.
- Over 90% took a domestic trip
during the year of research study.
- 60% took a foreign trip in the last
3 years.
- 3 times more likely to be online than the average American
(1997).
- 4 times as likely to spend over $150 on long distance
monthly.
- Twice as likely to spend $250 on cellular service.
- 65%
identify themselves as having to have the "latest".
- 68% upgrade to a
product's latest model.
- 77% "believe in indulging in themselves".
- 57% "prefer to buy top-of-the line".
- 59% buy themselves whatever they
want.
According to the first-ever Gay and Lesbian Market
Study conducted by Simmons Market Research Bureau, Gays and Lesbians are
outstanding in almost every category. 48% of Gays and Lesbians hold an
undergraduate degree; 22% hold a graduate degree; 57% are employed in
leading sectors, such a professional/managerial, high tech, executive,
sales/marketing, medical and education. The study also showed that 25% of
all surveyed own or operate their own business, and that Gays and Lesbian
are over twice as likely to be professionals or managers.
Their
survey results support that the Gay and Lesbian market is lucrative for
our advertisers. Our clients are avid consumers in every area including
financial services, travel, automotive, telecommunications, information
technology, beverage consumption, entertainment and
retail.
- Financial services:
Fully one-half of our clients are
planning to purchase insurance 53% and/or mutual funds (52%) in the next
12 months Other planned purchases: mortgage loans (15%) and individual
stocks (17%).
- Telecommunications:
Two in five (37%) of all our
clients have a cell phone and an additional 17% are planning to purchase
or lease a cell phone in the next 12 months.
- Travel:
Our clients
love to travel. Over the next 12 months, 76% of our clients plan to travel
within the United States, 61% plan to travel to Canada or Mexico, and 51% plan to travel outside of North America.
- Information Technology:
Over the next 12 months, 41% of our clients plan to purchase a computer,
printer or scanner.
- Arts:
Over the next 12 months, 77% of clients
plan to see a live theatre performance and 56% plan to see a live band
performance.
- Entertainment:
When it comes to entertainment, our
clients embrace a cosmopolitan lifestyle. In the month prior to the
survey, 96% ate at a full service restaurant, 76% went to a nightclub, 77%
went to see at least one first run movie and 73% purchased
CD's.
Aren't you ready to see a significant return on your
investment dollars? Break into another market! Contact us today to discuss
your company's or organization's advertising needs at this
time.
Statistic Source(s):
-
Advertising's Most Elusive, Yet Lucrative Target Market;
Advertising Age
- The Ultimate DINK (Dual Income, No Kids) Market
Overlooked Opinions
- Mulryan-Nash, NY NY
- Kinsey Reports
- National Opinion Research Center
- Simmons Market Research Bureau
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