subject: Aarkstore Enterprise--the Gay And Lesbian Market In The U.s., 6th Edition [print this page] The Gay and Lesbian Market in the U.S., 6th Edition,
Table of Contents :
Chapter 1 Executive Summary
Introduction
Background
Overview of Report
Scope and Methodology
Scope of the Market
Overview of Data Sources
Market Trends and Opportunities
Recognition of Relationships Central Trend in American Society and in Gay and Lesbian Market
Expansion of Same-Sex Marriage Laws Creates Multiple Marketing Opportunities
Gay and Lesbian Families Represent Major Market Segment
Gay and Lesbian Consumer Optimism Generates Opportunities for Marketers
Gay and Lesbian Consumers Require Focused Marketing Approaches
Gay and Lesbian Travelers Continue to Offer Significant Opportunities
Social and Political Trends Affecting the Gay and Lesbian Market
Gallup Finds Dramatic Shift in Mens Views of Gay Men and Lesbians
New Surveys Continue Long-Term Trend of Increasing Acceptance
Tipping Point May Have Been Reached
Gains Accelerate
Vast Majority of Heterosexual Americans View Coming Out with Equanimity
Large Majority of Americans Support Allowing Openly Gay Men and Women to Serve in Military
Coverage of Marriage Equality and Other Relationship Recognition Laws Continues to Expand
Support for Gay Marriage Continues to Increase
Research Demonstrates Economic Benefits of Marriage Equality
Vast Majority of Heterosexual Adults Accepting of Gays and Lesbians on the Job
Size and Growth of the Market
Gay and Lesbian Population Exceeds 15 Million
Buying Power Used to Measure Size of Market
Post-Recession Economic Projections Analyzed
2010 Gay and Lesbian Buying Power Totals $743 Billion
Demographic Profile of the Gay & Lesbian Population
Demographic Characteristics of Gay Men and Lesbians Highlighted
Census Data on Gay and Lesbian Partnerships Offer Key Demographic Insights
Where Gay Men and Lesbians Live
Methodology Explained
California and New York Have Largest Gay and Lesbian Populations
New York Metro Area Leads in Gay and Lesbian Population
Gay Couples More Likely to Live in Large Metropolitan Areas
Gender of Same-Sex Couples Varies Widely across Regions
Smaller States Attract Lesbian Couples
Male Same-Sex Couples More Likely to Live in Central Cities
Industry Highlights
Gay Men and Lesbians Find Less Comfortable Environment at Financial Services Providers
Gay and Lesbian Consumers More Likely to Turn to the Internet for Financial Information
Gay Men and Lesbians less Likely to Own Investments
Lower Prices Cause Gay and Lesbian Consumers to Switch Auto Insurers
Online Auto Insurance Purchase More Popular
Gay and Lesbian Consumers Highly Likely to Have Health Insurance
Gay and Lesbian Consumer Base Includes Core of Dedicated Travelers
Gay and Lesbian Consumers Plan to Travel More, Spend Less
Gays and the Media
Economic Downturn and Media Revolution Hit Gay Press
Both New and Traditional Gay Media Remain Vibrant
Advertising in Gay Media Remains Healthy
Media Consolidation Continues
Gay Men and Lesbians Tied to the Internet
Blog Readership Accelerates among Gay Men and Lesbians
News Blogs Most Popular with Gay and Lesbian Readers
Social Networking Sites Important to Gay Men and Lesbians
Marketing to Gay and Lesbian Consumers
Providing Equal Workplace Benefits Important to Gay and Lesbian Consumer Decisions
Data Show Marketing Directly to Gays and Lesbians Pays Off
Companies Pay Price for Harmful Actions
Brand Loyalty Swayed by Perception of Gay-Friendliness
Gay-Themed Print Ads Deemed More Effective
LGBT Microsites Offer Effective Outreach Tool
Gay and Lesbian Consumers More Positive toward Ads on Blogs, Less Drawn to Advertising on Social Networking Sites
Wide Range of Companies Advertise to Gay and Lesbian Consumers
