Study Uncovers Marketing Potential for GLBT Population

Gays and lesbians are much more likely to invest in technology than heterosexuals, according to new research from Mindshare, especially laptops and DVRs. The study, conducted by the media and marketing services agency’s Business Planning unit, also showed that more than two-thirds of the group spend two hours surfing the web during the evening.

The study of 1,452 gay and lesbian respondents between the ages of 18-64 uncovered insights about the media habits, technology ownership and purchasing behaviors of this audience, which represents projected buying power of $835 billion by 2011.

For example, laptop ownership amongst gays and lesbians is more than double that of the straight population, the study revealed. Large discrepancies also exist in DVR ownership figures (56% of the gay/lesbian population vs. 24% of the straight population) and GPS devices (32 vs. 7%).

“The affluent, educated, and growing gay and lesbian community in mainstream America can be a gold mine for marketers,” said Lisa Antonucci, Director, Business Planning, Mindshare. “The internet and television are important mediums among this consumer group and should be the primary ways in which brands communicate with them.”

Read more at RBR.com!