|
Homosexuals’ Buying Power Well Above Average 10/17/2001 Homosexuals’ Buying Power Well Above Average A new report on homosexual spending power has been released showing the average combined income of homosexual couples to be 60 percent higher than the average U.S. income. The survey, conducted by the homosexual marketing group GSociety, in conjunction with OpusComm Group, Inc., and the S.I. Newhouse School at Syracuse University, was an online survey conducted in the early summer. “We’ve always surmised that gay purchasing power is a force to be reckoned with,” Jeffrey Garber, president of OpusComm told the online homosexual news service 365Gay.com. “What was needed was a yardstick to accurately measure the impact of gay and lesbian consumerism.” The survey was advertised exclusively on homosexual-themed Web sites. Six thousand U.S. residents participated in the extensive 40-minute long questionnaire, including its author. In addition to income and household expenses, topics included purchasing habits, education, political attitudes and jobs. The purpose of the survey is to entice more mainstream corporations to market directly to the homosexual community. “The 2001 Gay/Lesbian Consumer Online Census will become one of the primary tools used to educate mainstream advertisers about this unique and widely ignored niche market,” Garber added. According to the survey, more than one-fifth of respondents reported a total combined income of $100,000 or more. Nearly 60 percent of homosexual male couples and nearly half of lesbian couples reported a combined income of $60,000 or over. “This means well-heeled gay and lesbian couples, sharing two incomes and generally without the expense of raising children (13 percent reported having minor children living with them), can plan to be actively courted in the near future by industry and services anxious to open up this ‘new’ market,” said Amy Falkner, Syracuse University professor. Clients of GSociety include AT&T, American Express, Balance Bar, Johnson & Johnson, CBS, HBO and Microsoft, among others. |
|
Concerned Women for America 1015 Fifteenth St. N.W., Suite 1100 Washington, D.C. 20005 Phone: (202) 488-7000 Fax: (202) 488-0806 |
Feedback / Questions? || Problem with this page? || Archives
