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Now in its 6th edition, The U.S. Gay and Lesbian Market, 6th Edition report features research and insights by Witeck Communications and Harris Interactive, and provides a brand-new analysis of the demographic profile, consumer behavior, and purchasing power of the estimated 15.9 million gay men and lesbians in the United States. The first section of the report consists of an in-depth analysis of key characteristics of the gay and lesbian population, including age, income, and family structure. The next section provides an overview of gay and lesbian consumer attitudes and behavior and a chapter on key segments of the gay market, including gay men, lesbians, couples with and without children, and seniors. An analysis of media usage and an assessment of marketing and advertising trends in the gay and lesbian market are provided. The last section of the report includes a projection of the buying power of gay and lesbian consumers through 2014 and an analysis of key market trends and opportunities.
The information in The U.S. Gay and Lesbian Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.