Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market background
- Communicate with LGBTs in LGBT and mainstream channels
- Food category spending
- Food channels
- Non-food categories excluding technology and travel
- Non-food channels
- Travel
- Technology spending
- Internet activities
- Activities away from home
- Activities at home
- LGBT attitudes
Insights and Opportunities
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- Gay marriage likely to drive travel and create economic benefits to states and companies
- Communicate with LGBTs in LGBT and mainstream channels
- Target LGBTs with Sustainable Nutrition
Inspire Insights
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- Who are the Joneses?
- What's it about?
- What we've seen
- Specifics
- Implications
Market Background
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- Key points
- High incomes and disposable incomes make LGBTs a potentially valuable segment for many firms
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- Figure 1: Income, Education, and employment comparisons between married different-sex couples, unmarried different-sex couples, and same-sex couples (spouses and unmarried)
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- Figure 2: Income, Education, and employment comparisons between married different-sex couples, unmarried different-sex couples, and same-sex couples (spouses and unmarried)
- Gay marriage has positive economic impact; could help cash-strapped states and municipalities
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- Figure 3: States and municipalities in which gay unions are most recognized, by date
- LGBTs in every county of every state, concentrated on the coasts
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- Figure 4: States with highest proportions of same sex couples, 2008
- LGBTs somewhat more diverse than general population
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- Figure 5: Race/ethnicity of individuals in same-sex vs married couples, 2007
Food Category Spending
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- Key points
- LGBTs more likely to report increase in spending on local and organic
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- Figure 6: Changes in spending on locally grown and organic food, by sexual orientation, October 2009 and January 2010
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- Figure 7: Changes in spending on locally grown and organic food, by household income, October 2009 and January 2010
- LGBTs somewhat more likely to report drinking alcohol
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- Figure 8: Changes in spending on alcoholic beverages, by age, October 2009 and January 2010
- LGBT fast food consumption mirrors general population
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- Figure 9: Changes in spending on fast food, by age, October 2009 and January 2010
- LGBT eating preferences reflect a focus on health and gourmet appeal
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- Figure 10: Changes in spending on supplements, food and beverages, by age, October 2009 and January 2010
Food Channels
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- Key points
- Use of mainstream food channels mirrors that of general population
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- Figure 11: Changes in spending on food and beverages in food channels, by household income, October 2009 and January 2010
- Nearly 1 in 5 report increased spending at grocery stores in last year
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- Figure 12: Changes in spending on food and beverages in supermarkets, by household income, October 2009 and January 2010
- Natural and Gourmet channel popular with LGBTs
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- Figure 13: Changes in spending on food and beverages in specialty and online food channels, by household income, October 2009 and January 2010
Non-Food Categories Excluding Technology and Travel
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- Key points
- LGBTs more likely to spend on cookware and furniture, despite recession
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- Figure 14: Changes in spending on kitchenware and furniture, by sexual orientation, October 2009 and January 2010
- LGBTs spend more than average in a variety of categories
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- Figure 15: Changes in spending on selected non-food items, by household income, October 2009 and January 2010
Non-Food Channels
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- Key points
- LGBTs less likely than general population to report increased spending in value channels
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- Figure 16: Changes in spending on non-food items in selected channels, by household income, October 2009 and January 2010
- LGBTs much more likely to report increased spending at specialty stores
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- Figure 17: Changes in spending on non-food items in selected specialty stores and websites, by household income, October 2009 and January 2010
Travel
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- Key points
- LGBTs spending less than they have in the past but expenditures still above average
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- Figure 18: Changes in spending on travel and travel accessories, by sexual orientation, October 2009 and January 2010
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- Figure 19: Changes in spending on travel and travel accessories, by household income, October 2009 and January 2010
- Staycations and regional trips replace some trips outside home state
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- Figure 20: Travel compared to the previous year, December 2009
- Word-of-mouth the key driver of location decisions
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- Figure 21: Motivators for destination selection when visiting a city or country, December 2009
- Most book directly with airline or hotel
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- Figure 22: Method used to purchase most recent vacation, December 2009
- Urban centers with large LGBT communities most popular destinations
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- Figure 23: Top 25 US destinations for LGBT travelers and percentage of visitors who spent a night in a hotel (combined leisure and business travel ranking), December 2009
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- Figure 24: Top European travel destinations for American LGBT travelers, December 2009
- Gay pride events motivate many to travel
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- Figure 25: Travel for LGBT events, December 2009
- Websites that serve LGBT travelers
Technology Spending
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- Key points
- LGBTs more likely than general population to increase technology spending in last year
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- Figure 26: Changes in spending on selected electronic items, by age, October 2009 and January 2010
- Income is a key driver of heavy tech spending
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- Figure 27: Changes in spending on selected electronic items, by household income, October 2009 and January 2010
Internet Activities
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- Key points
- Many LGBTs are heavy internet users
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- Figure 28: Changes in use of various internet activities, by sexual orientation, October 2009 and January 2010
- LGBTs significantly more likely to report spending more time uploading
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- Figure 29: Changes in adding content to various internet sites, by age, October 2009 and January 2010
Activities Away from Home
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- Key points
- LGBTs often spend more on entertainment
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- Figure 30: Money budgeted for entertainment, by sexual orientation, October 2009 and January 2010
- LGBTs more likely to enjoy the arts and dining, despite the economy
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- Figure 31: Changes in spending on entertainment away from home, by sexual orientation, October 2009 and January 2010
Activities at Home
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- Key points
- LGBTs somewhat more likely to report entertainment and reading more at home
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- Figure 32: Changes in spending on entertainment at home, by sexual orientation, October 2009 and January 2010
LGBT Attitudes
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- Key points
- Many searching for equality in society and the workplace
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- Figure 33: Attitudes towards LGBT issues, by sexual orientation, October 2009 and January 2010
- Homophobia steadily declining—acceptance of LGBTs rising
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- Figure 34: Approval for same-sex marriage, 1977-2009
- Millennials (Gen Yers) are particularly gay-friendly
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- Figure 35: Approval for same-sex marriage, 1996-2009
Advertising and Promotion
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- LGBT imagery ideal for ads in LGBT media outlets and in mainstream channels that LGBTs frequent
- Whether to use LGBT in mainstream channels depends on audience
- LGBT ads relatively common but print spend declined at beginning of recession
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- Figure 36: Ad sales for LGBT print publications, 1994-2007
- Bravo viewed as most “gay-friendly” brand
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- Figure 37: Brands viewed as being most gay-friendly, LGBT vs. general population, 2008
- Review of LGBT ads
- Highly targeted LGBT ads
- Ads with subtle LGBT imagery
- Examples of LGBT news sites
- Television ads with LGBT imagery and messaging
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- Figure 38: ABC Modern Family Ad, 2009
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- Figure 39: Interactive male ad, 2009
- Figure 40: LOGO RuPaul's Drag Race ad, 2009
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- Figure 41: National Equality Rally ad, 2009
Cluster Analysis
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- Participators
- Demographics
- Characteristics
- Opportunity
- Travelers
- Demographics
- Characteristics
- Opportunity
- Networkers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 42: Marketing to LGBT clusters, January 2010
- Figure 43: Entertainment budget, by marketing to LGBT clusters, January 2010
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- Figure 44: Use of online media, by marketing to LGBT clusters, January 2010
- Figure 45: LGBT attitudes, by marketing to LGBT clusters, January 2010
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- Figure 46: Number of trips for business and leisure travel, by marketing to LGBT clusters, January 2010
- Cluster demographics
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- Figure 47: Marketing to LGBT clusters, by gender, January 2010
- Figure 48: Marketing to LGBT clusters, by age, January 2010
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- Figure 49: Marketing to LGBT clusters, by household income, January 2010
- Figure 50: Marketing to LGBT clusters, by sexual orientation, January 2010
- Cluster methodology
Custom Consumer Groups
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- Online reviews important to many LGBTs, especially in tech purchases
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- Figure 51: Category usage, by use of online reviews, January 2010
- Partner with bloggers to review eco-friendly and tech products
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- Figure 52: Category usage, by use of blogs, January 2010
- Ads on social networking sites can be an effective means of promotion
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- Figure 53: Category usage, by use of social networking sites, January 2010
Appendix – Additional Income Comparisons
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- Figure 54: Changes in spending on alcoholic beverages, by household income, October 2009 and January 2010
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- Figure 55: Changes in spending on fast food, by household income, October 2009 and January 2010
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- Figure 56: Changes in spending on selected foods and beverages, by household income, October 2009 and January 2010
- Figure 57: Changes in spending on entertainment, food and other, by household income, October 2009 and January 2010
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- Figure 58: Money budgeted for entertainment, by household income, October 2009 and January 2010
- Figure 59: Changes in spending on entertainment at home, by household income, October 2009 and January 2010
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- Figure 60: Changes in spending on kitchenware and furniture, by household income, October 2009 and January 2010
- Figure 61: Changes in use of various internet activities, by household income, October 2009 and January 2010
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- Figure 62: Changes in spending on entertainment away from home, by household income, October 2009 and January 2010
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Appendix – Additional Age Comparisons
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- Figure 63: Changes in spending on food and beverages in food channels, by age, October 2009 and January 2010
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- Figure 64: Changes in spending on food and beverages in supermarkets and dollar stores, by age, October 2009 and January 2010
- Figure 65: Changes in spending on non-food items in selected specialty stores and websites, by age, October 2009 and January 2010
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- Figure 66: Changes in spending on entertainment away from home, by age, October 2009 and January 2010
- Figure 67: Money budgeted for entertainment, by age, October 2009 and January 2010
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- Figure 68: Changes in spending on kitchenware and furniture, by age, October 2009 and January 2010
- Figure 69: Changes in spending on travel and travel accessories and other selected non-food items, by age, October 2009 and January 2010
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- Figure 70: Changes in spending on entertainment at home, by age, October 2009 and January 2010
- Figure 71: Changes in spending on entertainment, food and other, by age, October 2009 and January 2010
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Appendix – Additional Sexual Orientation Comparisons
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- Figure 72: Changes in spending in supermarkets and dollar stores, by sexual orientation, October 2009 and January 2010
- Figure 73: Changes in spending on supplements, food and beverages, by sexual orientation, October 2009 and January 2010
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- Figure 74: Changes in spending on selected non-food items, by sexual orientation, October 2009 and January 2010
- Figure 75: Changes in spending on non-food items in selected specialty stores and websites, by sexual orientation, October 2009 and January 2010
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- Figure 76: Changes in spending on entertainment, food and other, by sexual orientation, October 2009 and January 2010
- Figure 77: Changes in spending on selected electronic items, by sexual orientation, October 2009 and January 2010
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Appendix – Trade-related Associations
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