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SUMMARY
The Gay and Lesbian Internet Users report tracks the growth of a
trend-setting marketing segment that has more disposable income and
discretionary time than its heterosexual counterpart.
The GLBT community has embraced the Internet with vigor.
Gay and lesbian Internet users are very active on social networking sites and
blogs, regularly purchase goods and services online and conduct a good deal of
their travel arrangements online.
eMarketer estimates there were 12.1 million adult GLBT Internet users in the
US in 2007, representing 7.9% of the adult Internet user population.
Key questions the “Gay and Lesbian Internet Users” report addresses:
- How many US gay and lesbian Internet users are there?
- What is the purchasing power of this demographic segment?
- How much are gay and lesbian Americans spending on online travel?
- How much time are GLBT Internet users spending online and what online
activities do they participate in?
- How are companies and marketers best connecting with the GLBT community?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Gay and Lesbian Internet Users report aggregates the latest data
from marketing and communications researchers with eMarketer analysis to
provide the information you need to make the right business decisions- right
now.
TABLE OF CONTENTS
Executive Summary
- US GLBT* Adult Internet Users and Penetration, 2006-2011 (millions and %
of GLBT adult population)
- Issues & Questions
The eMarketer View
- Key eMarketer Numbers-Gay and Lesbian Internet Users
GLBT Market Size
- US Gay and Lesbian Population, 2006 & 2011 (millions)
Location
- Top 10 US States, Ranked by Number and Concentration of Same-Sex Couple
Households, 2000
- Top 10 US Large Metro Areas, Cities/Towns* and Neighborhoods, Ranked by
Concentration of Same-Sex Couple Households, 2000
GLBT Buying Power
- Buying Power of US Gay and Lesbian Consumers, 2006 & 2011 (billions)
- Home Ownership and Average Household Income of US Gay Male vs. Lesbian
Female Consumers, April-May 2007 (% of respondents in each group)
- US GLBT* Internet Users with Children** Living in Household, by Gender***,
2006-2007 (% of respondents in each group)
GLBT Internet Users
- US Adult Internet Users, by Sexual Orientation, 2007 (% of total)
Internet Usage
- Online Activities of US Gay Male vs. Lesbian Female Consumers in the Past
Year, April-May 2007 (% of respondents in each group)
- Number of Hours per Week Spent Online* by US Gay, Lesbian and Bisexual
Adults vs. Heterosexual Adults, 2006 (% of respondents)
- Amount of Time Spent Online Weekly among US GLBT* Internet Users, by
Gender, 2006-2007 (% of respondents)
- Top 10 Most Popular Web Sites among US GLBT* Internet Users, by Gender,
2006-2007
- Top 10 Web Site Categories among US Internet Users, Ranked by Growth in
Unique Visitors, May vs. June 2007 (thousands and % change)
- Top 10 Gay, Lesbian, Bisexual or Transgender Web Sites in the US, Ranked
by Unique Visitors, May 2006 & May 2007
- Frequency with which US GLBT* Internet Users Visit Gay-Oriented Web
Sites**, by Gender, 2004-2005 (% of respondents in each group)
- Blogs and Social Networking
- Blog Use among US GLBT* Internet Users, by Gender, 2006-2007 (% of
respondents in each group)
- Frequency of Visits to Favorite Blogs among US Gay, Lesbian and Bisexual
Blog Readers vs. Heterosexual Blog Readers, 2006 (% of respondents)
- Types of Blogs Visited by US Gay, Lesbian and Bisexual Adults vs.
Heterosexual Adults, 2006 (% of respondents)
- Attitude toward Advertising on Blogs among US Gay, Lesbian and Bisexual
blog Readers vs. Heterosexual Blog Readers, 2006 (% of respondents)
- US Gay, Lesbian and Bisexual Adults vs. Heterosexual Adults Who Visit*
Select Social Networking Sites, 2006 (% of respondents)
- Average Amount of Time Spent per Week on YouTube by US Gay, Lesbian and
Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
- Average Amount of Time Spent per Week on Craigslist by US Gay, Lesbian
and Bisexual Adults vs. Heterosexual Adults, 2006 (% of respondents)
Online Gay Media
- Planet Out Inc. Online Revenues, by Segment, First half 2006 & First half
2007 (thousands and % decrease vs. prior year)
Media Usage and Advertising Spending
- US Advertising Spending on Gay and Lesbian Publications, 2000-2006
(million and % increase/decrease vs. prior year)
- Likelihood that US GLBT* Internet Users Would Purchase Products or
Services that Were Advertised Using Gay Themes, by Gender, 2006-2007 (% of
respondents in each group)
Gay and Lesbian Travel
- US Total and GLBT* Online Leisure/Unmanaged Business Travel Sales,
2006-2010 (billions)
- Methods that US Gay/Lesbian and Heterosexual Adults Use to Make Hotel
Reservations for Personal Travel, 2006 (% of respondents in each group)
- Demographic Profile of US GLBT* Consumers Who Travel, 2006 (% of
respondents)
- Offline and Online Travel Habits of US GLBT* Consumers, 2006 (% of
respondents)
- Top Seven Travel Destinations in Select Categories among US GLBT*
Consumers, Ranked by Visits in the Past Year, 2006
- PlanetOut's Gay Travel Awards, 2007
Brand Attitudes
- Likelihood that US GLBT* Internet Users Would Research If a Company Is Gay
Friendly before Buying a Product, by Gender, 2006-2007 (% of respondents in
each group)
- US Adult GLBT* Internet Users Who Have Switched to Products or Service
Providers in the Past Year that Support the GLBT Community, August 2007 (% of
respondents in each group)
- US Adult GLBT* Internet Users Who Have Switched from Products or Service
Providers due to Negative Perceptions of Company Actions toward the GLBT
Community, August 2007 (% of respondents in each group)
- Likelihood that US Adult GLBT* Internet Users Will Be Loyal to Brands**
Perceived as Supportive of the GLBT Community, August 2007 (% of respondents
in each group)
- Corporate Equality Index (CEI) Rating* for the Top 10 Fortune-Ranked US
Companies in 2006, 2008
- Leading Brands in Select Product Categories among US GLBT* Internet Users,
July-August 2005
Marketing Best Practices
Conclusion
Related Information and Links
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- Report Contributors
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