Gay/Lesbian Consumer Online Census
Savvy businesses in all industries are reaching out to serve America's Gay Consumers. According to Advertising Age, up to 10 percent of the population in urban markets is gay, and that translates into a large chunk of market share –gay men and women spend about $514 billion a year.
An Historic Research Landmark
OpusComm Group, Inc. has formed a partnership the S.I. Newhouse School of Public Communications at Syracuse University annually to conduct the Gay/Lesbian Consumer Online Census. The Census is the worlds largest panel research into the consumer habits of the gay/lesbian market to be conducted by a university worldwide.
The goal of the Gay/Lesbian Consumer Online Census is to become the best tool used to educate mainstream advertisers about this unique niche market, which has been widely ignored in the past. With an impending downturn in the economy, it is imperative that advertisers not only acknowledge, but reach out to this consumer group using mainstream media outlets in conjunction with other niche media.
The Gay/Lesbian Consumer Online Census is the most in depth consumer behavior study that will assist in the navigation and understanding of the Gay/Lesbian consumer market.
Our study addresses in great detail the following areas of research:
- Demographic Profile
- Parenting and children
- Economic status
- Ethnicity
- Geographic Representation of U.S. and worldwide
- Politics and Religion
- Media Usage
- Print
- Radio
- Television
- Internet
- Evaluation of effectiveness of Marketing tools toward
the Gay/Lesbian Consumer
- Importance of Gay-Friendly Companies/Advertisers
- Gays/Internet Purchasing/User Habits
Consumer Categories
The second half of the survey focuses on GLBT consumer behavior. The survey results include an in-depth analysis of 14 consumer categories. They are:
-Automotive
-Childcare
-Computer Equipment
-Electronics
-Financial
-Entertainment
-Food And Beverage
-Home and Garden
-Insurance
-Medical
-Pets
-Skin Care
-Sports and Fitness
-Travel
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