WHY would you approach the gay consumer differently – or at least separately? Because: Being different people you wouldn’t reach otherwise? They live in different places, just read different magazines and watch separate TV shows? Do they also have a different spending pattern? In my consumer survey among more than 3,000 participants, this appears to be true for certain expenditures. I asked: Do you consider yourself “a gay consumer” ? and How could a “gay consumer” be different from other consumers ?
Segment is big enough to be profitable
The biggest differences were about “needs and wishes” and “other products and services”. These are both abstracts – more concretely: LGBT people consider it much more likely that they have a higher disposable income (42% against 27%) and Cape Verde B2B List a different spending pattern (32%-21%). They also say that they have a different holiday pattern (26% against 21%), which is less recognized by heterosexuals. Finally, LGBT people think they are more trendsetters than heterosexuals. Also read: Storytelling & the LGBT+ consumer:
The lack of children is actually
4 inspiring cases 3. Segments are measurable How many LGBT consumers are there then? We’ve often heard “10%” – a number of companies even use this as a “code” in their name to represent their target market, such as: 10percent.com, “shopping for the gay community since 1995” Comcast Home Network: Ten Percent , a weekly interview series focusing on LGBT issues Based on that 10% and an incorrectly assumed higher average income, figures are then quoted as a purchasing power of USD 987.