As marketers look for ways to create brand relationships, many develop highly-targeted communications designed to boost brand appeal among specific segments of the population. Many companies are strengthening relationships with the LGBT community, which has an average household income well above the national average and high levels of disposable income.
This report provides in-depth research and analysis of the shopping and spending patterns of LGBTs in the US, as well the types of advertisements and marketing initiatives that companies have used to appeal to this segment.
More specifically, this report addresses the following questions:
- How do the average household incomes and disposable incomes of LGBTs differ from other segments?
- About what proportion of the population consider themselves to be gay or bisexual?
- What types of foods to LGBTs tend to enjoy the most and what channels to they frequent when shopping for food and beverage?
- How are the shopping and spending patterns of LGBTs within non-food categories similar to or distinct from those of the general population?
- How are the travel patterns of LGBTs distinct from the general population?
- What roles do technology and the internet play in the lifestyles of LGBTs?
- What types of activities do LGBTs enjoy doing at home and away from home?
- How do LGBTs react to marketing that is specifically directed at the segment?
- How does the general population tend to react to advertisements with LGBT imagery?
- What types of imagery and messaging have agencies used in advertisements directed at the LGBT segment?
