It is estimated that the gay, lesbian bisexual and transgender (GLBT) market in the US numbers approximately 15 million and represents annual purchasing power of $660 billion.
”With more disposable income and discretionary time than its heterosexual counterparts, the GLBT market has become a particularly attractive target,” says Ben Macklin, eMarketer Senior Analyst and author of the new report Gay and Lesbian Internet Users: The GLBT Community, “and, nowhere more so than online.”
eMarketer estimates there are 12.1 million adult GLBT Internet users in the US today.
That figure represents 7.9% of the total US adult Internet user population.
“Data indicates that GLBT Internet users spend significantly more time online than their heterosexual counterparts,” says Mr. Macklin.
A recent survey commissioned by Witeck-Combs Communications, conducted by Harris Interactive, showed that GLBT Internet users spend significantly more time online. Compared to heterosexual Internet users, and excluding e-mail usage, nearly twice as many GLBT respondents said they were online between 24 and 168 hours a week.
“There are clearly opportunities to be had in targeting the gay and lesbian demographic, and it is perhaps in the travel sector where this has best been realized,” says Mr. Macklin.
With the GLBT travel market estimated to be worth $65 billion or more, it is not surprising that Southwest Airlines, American Airlines and Delta Air Lines have all at some point claimed to be the “official” airline to the gay community.
“The scramble for the ‘rainbow’ dollar is particularly evident online,” says Mr. Macklin, “with many airlines, travel sites and hotel chains having dedicated micro-sites targeting the GLBT market.”
A survey from Opuscomm found that gay and lesbian Americans were more likely to purchase products or services where the advertising includes “gay-specific” content.
“The companies that are successfully marketing to the GLBT community are those that embrace diversity and human rights principles throughout their organizations,” says Mr. Macklin.
To learn more about this sometimes misunderstood demographic, get your copy of the new eMarketer report, Gay and Lesbian Internet Users: The GLBT Community , today.