Lesbian Market
According to research conducted by Community Marketing Inc., the average lesbian household income is $80,000 (U.S. Census Bureau reports that the national median household income was $50,233 in 2007). Astoundingly, 59 percent of lesbians own a single family home. While 64.5 percent of lesbians are in relationships and co-habitating, only 20 percent of lesbian households have children under 18 living at home (think DINKs with 37 percent more household income).
EARLY ADOPTERS / SHOPPERS
• Purchased something off the internet (last year) — 94 percent
• Purchased a cell phone (last year) — 64 percent
• Purchased a car (last year) — 25 percent
• Purchased a vacation home (last year) — 5 percent
• Percent of internet time spent shopping — 8 percent
• Regularly make stock investments — 28 percent
• Purchased a plasma or HDTV in the last year — 17.3 percent
• Drive a hybrid car — 3.2 percent
• Used an American Express Card in the last month — 24 percent
SOCIAL BUTTERFLIES
• Percent of internet time on social/dating sites — 7 percent
• Most popular alcoholic drink — Beer (Top 4 in order of popularity: Coor’s Light, Corona, Stella Artois, Amstel Light)
• Dine out per week — 3 times
• Go out to dinner with friends at least once per month — 84 percent
• Prefer vodka among spirits — 47.5 percent
• Shop at brick-and-mortar stores at least monthly — 60 percent
LOYAL & SMART
• Said that companies who advertise in LGBT media influences their buying decisions — 85 percent
• Said that the way a company treats its gay and lesbian employees impacts their decision to do business with that company — 92 percent
• Report that their purchasing decisions are influenced by corporate sponsorship of LGBT events and participation in LGBT charities — 91 percent
MEDIA MAVENS
• Watch Bravo at least weekly — 34 percent
• Personal Internet Usage (per week) — 10 Hours
• TV Viewing (per week) — 10 Hours
• Saw at least one movie in the last month — 53 percent
• Attended a musical concert — 31 percent
• Attended a live theater event in the last month — 26 percent
ANIMAL LOVERS
• Guardian of a cat — 50.8 percent
• Guardian of a dog — 58.5 percent
