The study, from New American Dimensions, LLC and Asterix Group, divides the gay and lesbian market demographic into five distinct segments, highlighting a wide range of lifestyles, values and consumption preferences. The segments are cross-referenced with preferred ad styles and imagery, creating a powerful set of insights for targeting this influential demographic.

The five segments include:

• Super Gays – educated, sophisticated activists, most likely male (26 percent).
• Habitaters – serious, responsible, older, likely in a stable relationship (25 percent).
• Gay Mainstream – high gay identity, conservative, low profile (23 percent).
• Party People – youthful, cutting edge, risk-takers, residing in big cities (14 percent).
• Closeted – lowest gay identity, older, single (12 percent).

“This landmark study reveals comprehensive, never before released information on the gay and lesbian demographic,” David Morse, president of New American Dimensions, LLC, said in a release. “We have segmented the LGBT market in all its diversity, providing a more detailed picture of the gay and lesbian customer, providing highly sought-after insights to mainstream advertisers.”

The study finds that over 70 percent of gay and lesbian consumers are willing to spend more for products developed by companies that support the gay community. Additionally, 70 percent of these consumers state a preference for TV shows that include gay characters and storylines. These are just two of the findings uncovered in the study, which included various ethnic minorities.

The study also includes important gay and lesbian lifestyle information, including:

• 55 percent of gay and lesbian couples share financial responsibilities.
• 2/3 of lesbians reside outside big cities, with over 1/3 of that group living in small towns or rural areas.
• 58 percent of gay men reside outside cities, with a quarter of that group living in small towns or rural areas.
• 2/3 of gays and lesbians report discrimination and stereotyping for being gay.
• Over 3/4 of gays and lesbians report feeling safer in gay neighborhoods.
• The average age of realizing one’s gay identity is 15.
• Over 70 percent agree with the statement, “Being gay is an important part of who I am.”

The study also highlights lifestyles, habits and attitudes relating to marriage and co-habiting, likelihood of having children, entertainment and many other in-depth factors influencing purchasing decisions.

“Based on this study, our clients will be able to fine-tune their marketing efforts,” Chris Lehtonen, president of Asterix Group, said in a release. “This means that they will be able to invest their marketing budgets more wisely, design their campaigns more pointedly and reach gay and lesbian customers more effectively.”

To access the study, please visit www.asterixgroup.com/community.html or www.newamericandimensions.com/LGBTStudy.pdf.

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