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Gay and Lesbian Internet Users:
The GLBT Community
The gay, lesbian bisexual and transgender (GLBT) market in the US is estimated to number approximately 15 million with an annual purchasing power of $660 billion. And many of them are online.
The Gay and Lesbian Internet Users report tracks the growth of a trend-setting marketing segment that has more disposable income and discretionary time than its heterosexual counterpart.
The GLBT community has embraced the Internet with vigor.
Gay and lesbian Internet users are very active on social networking sites and blogs, regularly purchase goods and services online and conduct a good deal of their travel arrangements online.
eMarketer estimates there were 12.1 million adult GLBT Internet users in the US in 2007, representing 7.9% of the adult Internet user population.
Key questions the “Gay and Lesbian Internet Users” report addresses:
- How many US gay and lesbian Internet users are there?
- What is the purchasing power of this demographic segment?
- How much are gay and lesbian Americans spending on online travel?
- How much time are GLBT Internet users spending online and what online activities do they participate in?
- How are companies and marketers best connecting with the GLBT community?
- And many others…
eMarketer Reports—On Target and Up to Date
The Gay and Lesbian Internet Users report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions—right now.
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The gay, lesbian bisexual and transgender (GLBT) market in the US is estimated to number approximately 15 million with an annual purchasing power of $660 billion. And many of them are online.
Executive Summary
 US GLBT* Adult Internet Users and Penetration, 2006-2011 (millions and % of GLBT adult population)
Issues & Questions
The eMarketer View
Key eMarketer Numbers-Gay and Lesbian Internet Users
GLBT Market Size
US Gay and Lesbian Population, 2006 & 2011 (millions)
Location
GLBT Buying Power
Buying Power of US Gay and Lesbian Consumers, 2006 & 2011 (billions)
Home Ownership and Average Household Income of US Gay Male vs. Lesbian Female Consumers, April-May 2007 (% of respondents in each group)
US GLBT* Internet Users with Children** Living in Household, by Gender***, 2006-2007 (% of respondents in each group)
GLBT Internet Users
US Adult Internet Users, by Sexual Orientation, 2007 (% of total)
Internet Usage
Online Activities of US Gay Male vs. Lesbian Female Consumers in the Past Year, April-May 2007 (% of respondents in each group)
Number of Hours per Week Spent Online* by US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
Amount of Time Spent Online Weekly among US GLBT* Internet Users, by Gender, 2006-2007 (% of respondents)
Top 10 Most Popular Websites among US GLBT* Internet Users, by Gender, 2006-2007
Top 10 Website Categories among US Internet Users, Ranked by Growth in Unique Visitors, May & June 2007 (thousands and % change)
Top 10 Gay, Lesbian, Bisexual or Transgender Websites in the US, Ranked by Unique Visitors, May 2006 & May 2007
Frequency with which US GLBT* Internet Users Visit Gay-Oriented Websites**, by Gender, 2004-2005 (% of respondents in each group)
Blogs and Social Networking
Blog Use among US GLBT* Internet Users, by Gender, 2006-2007 (% of respondents in each group)
Frequency of Visits to Favorite Blogs among US Gay, Lesbian and Bisexual Blog Readers vs. Heterosexual Blog Readers, 2006 (% of respondents)
Types of Blogs Visited by US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
Attitude toward Advertising on Blogs among US Gay, Lesbian and Bisexual blog Readers vs. Heterosexual Blog Readers, 2006 (% of respondents)
US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults Who Visit* Select Social Networking Sites, 2006 (% of respondents)
Average Amount of Time Spent per Week on YouTube by US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
Average Amount of Time Spent per Week on Craigslist by US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
Online Gay Media
Planet Out Inc. Online Revenues, by Segment, First half 2006 & First half 2007 (thousands and % decrease vs. prior year)
Media Usage and Advertising Spending
US Advertising Spending on Gay and Lesbian Publications, 2000-2006 (million and % increase/decrease vs. prior year)
Likelihood that US GLBT* Internet Users Would Purchase Products or Services that Were Advertised Using Gay Themes, by Gender, 2006-2007 (% of respondents in each group)
Gay and Lesbian Travel
US Total and GLBT* Online Leisure/Unmanaged Business Travel Sales, 2006-2010 (billions)
Methods that US Gay/Lesbian and Heterosexual Adults Use to Make Hotel Reservations for Personal Travel, 2006 (% of respondents in each group)
Demographic Profile of US GLBT* Consumers Who Travel, 2006 (% of respondents)
Offline and Online Travel Habits of US GLBT* Consumers, 2006 (% of respondents)
Top Seven Travel Destinations in Select Categories among US GLBT* Consumers, Ranked by Visits in the Past Year, 2006
PlanetOut's Gay Travel Awards, 2007
Brand Attitudes
Likelihood that US GLBT* Internet Users Would Research If a Company Is Gay Friendly before Buying a Product, by Gender, 2006-2007 (% of respondents in each group)
US Adult GLBT* Internet Users Who Have Switched to Products or Service Providers in the Past Year that Support the GLBT Community, August 2007 (% of respondents in each group)
US Adult GLBT* Internet Users Who Have Switched from Products or Service Providers due to Negative Perceptions of Company Actions toward the GLBT Community, August 2007 (% of respondents in each group)
Likelihood that US Adult GLBT* Internet Users Will Be Loyal to Brands** Perceived as Supportive of the GLBT Community, August 2007 (% of respondents in each group)
Corporate Equality Index (CEI) Rating* for the Top 10 Fortune-Ranked US Companies in 2006, 2008
Leading Brands in Select Product Categories among US GLBT* Internet Users, July-August 2005
Marketing Best Practices
Conclusion
Related Information and Links
Related Links
Contact
Report Contributors
About eMarketer
A Trusted Resource
The gay, lesbian bisexual and transgender (GLBT) market in the US is estimated to number approximately 15 million with an annual purchasing power of $660 billion. And many of them are online.
Community Marketing, Inc. (CMI)
Compete
comScore Media Metrix
eMarketer
GL Census Partners
Harris Interactive
Human Rights Campaign
OpusComm Group
Packaged Facts
PlanetOut
Prime Access, Inc.
Rivendell Media Co.
Scarborough Research
The Urban Institute
Witeck-Combs Communications, Inc.
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Price: $695.00
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Price: $695.00
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