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The only available and recognized data currently focuses on the US market.
How large is the U.S. gay market?
Kinsey says about 18.75 million.
Simmons says about 21 million.
NORC says about 15 million.
These three sources averaged out equal 18.25 million. Greenfield Online's research of the gay market reports that:
- 78 percent of gay online users prefer to buy from companies that advertise to the gay market.
- 71 percent of gay online users have made credit card purchases online.
Simmons' research comparing gay consumers to the national index of consumers reports that gay consumers are:
- 71 percent male/29 percent female
- Over twice as likely as national index to be professionals/managers
- Twice as likely to have household income over $60K
- Twice as likely to have household income over $250K
- Twice as likely to have graduated from college
- Three times more likely to be online than the average American (1997)
- Four times as likely to spend over $150 on long distance monthly
- Twice as likely to spend $250 on cellular service
and that, of those surveyed:
- Over 90 percent took a domestic trip this year
- 60 percent took a foreign trip in the last three years
- 65 percent identify themselves as having to have the "latest"
- 68 percent upgrade to a product's latest model
- 77 percent "believe in indulging in themselves"
- 57 percent "prefer to buy top of the line"
- 59 percent buy themselves whatever they want.
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