Professional Documents
Culture Documents
Foreword
2013 has been a milestone year for those lobbying on behalf of expanded rights of
Lesbian, Gay, Bisexual and Transgendered (LGBT) Americans. With 12 states and the
District of Columbia now formally recognizing same sex marriages and two highly
anticipated rulings from the U.S. Supreme Court expected shortly, the momentum
is currently on the side of those seeking greater recognition and support of LGBTrelated issues.
The speed with which public attitudes have shifted towards greater acceptance of
LGBT individuals and their causes has left many marketers scrambling to devise plans
that are not only inclusive of LGBT consumers, but in many instances designed to
overtly and publically court this influential and growing consumer segment.
This report is designed to provide marketers with a glimpse into the market that is on
everyones radar.
In this report, we will:
Report on the growing trend of consumers identifying as LGBT
Track the rise in married gay and lesbian Americans
Explore household arrangements and cohabitation
Examine the earnings of lesbian, gay and heterosexual Americans
Portion out the amount of money spent on discretionary goods and services
L
ook at sub-segments within the gay and lesbian communities when it comes to
automotive and food lifestyles
Highlight the importance of mobile in reaching this consumer segment
Identify the top LGBT content websites and what visitors are looking
Examine where visitors to LGBT content sites come from and where they go after
For even more insights on the LGBT consumer, contact your Experian Marketing
Services account manager or email consumerinsight@experian.com.
5.8%
4.3%
3.6%
3.5%
4.3%
4.1%
4.5%
4.6%
3.8%
3.3%
3.7%
4.6%
4.0%
2.6%
3.7%
4.0%
4.8%
4.4%
3.6%
3.1%
Younger adults have consistently been more likely to identify as LGBT, and in fact
today, 5.8 percent of 18 to 34 year olds say they are either lesbian, gay, bisexual or
transgendered. As a result, the adult LGBT population predictably skews towards
the younger age cohorts. Specifically, 36% of LGBT adults today are aged 18 to 34
versus 26%Percent
of the heterosexual
population
that age
range. Likewise,
whileby20%
of non-Hispanic
U.S.inadults
identifying
as LGBT,
age
of heterosexual adults are age 65 and older, just 16% of LGBT adults are in this age
range, though our data shows that the share of adults age 65 and older identifying
as LGBT has also risen.
3.5%
3.9%
3.9%
3.1%
3.2%
3.4%
3.6%
3.8%
3.2%
2.6%
ALL
2007
18 34
2008
ALL
2010
18 34
50 64
35 49
2009
2010
5.8%
2012
65+
2011
50 64
35 49
4.3%
2011
4.3%
3.6%
3.5%
2009
4.1%
4.5%
4.6%
3.8%
3.3%
2008
4.0%
4.8%
4.4%
3.6%
3.1%
2007
3.7%
4.6%
4.0%
2.6%
3.7%
3.5%
3.9%
3.9%
3.1%
3.2%
3.4%
3.6%
3.8%
3.2%
2.6%
2012
65+
LGBT
36%
24%
24%
16%
Heterosexual
25%
29%
Breakdown 26%
of LGBT and heterosexual
population
by20%
age
18 34
LGBT
Heterosexual
35 49
36%
50 64
24%
26%
25%
18 34
35 49
65+
24%
29%
50 64
16%
20%
65+
An Experian Marketing Services white paper | Page 3
Percent
ofofadults
presently
married,
by sexual
orientation
Percent
adults presently
married,
by sexual
orientation
70%
60% 58%
60%
55% 53%
50%
40%
30%
20%
10%
17%
14%
16%
8%
0%
Gay Men
Lesbian Women
2007
Heterosexual Men
2012
Heterosexual Women
Household
arrangements
andand
cohabitation
Percent
of lesbian
gay adults who live with zero, one,
While marriage is a growing
trend
population,
or two+ among
adultsthe
of LGBT
the same
sex many gay and
lesbian adults (as well as many heterosexuals) live with their partners without tying
the knot. Today, roughly two-thirds of lesbian women and just over half of gay men
live in a household where there is one and only one adult member of the same sex.
As expected, the majority of married gays and lesbians are found in these household
formations, but we can expect to find many cohabitating couples in this arrangement
as well. Percent
Among heterosexual
71% adults
of men and
61%
of women share a home
8% adults,
of lesbian
and gay
who
live
18%with zero, one,
with one and only one adult
of
the
opposite
sex,
the
comparable
or
two+ adults of the same sex formation most
51% partnered straight couples.
likely
to
contain
married
and
23% of gay men
live with 1 or more
adult women
38% of lesbians
live with 1 or more
adult men
64%
Percent of 41%
lesbian and gay adults who live with zero, one,
or two+ adults of the same sex
15%
8%
Lesbian18%
Females
Gay Men
23% of gay men
live with 1 or more
adult women
51%
Two or more
One
38% of lesbians
live with 1 or more
adult men
Zero
64%
41%
15%
23% of gayPercent
men
live with 1 or more
adult women
Gay Men
Lesbian Females
61%
71%
27%
16%
13%
Heterosexual Males
24%24%
of of
straight
straightmen
men
with
1 ormore
more
livelive
with
1 or
adult
men
adult
men
71%
24% of straight
women live with 1 or
more adult women
Two or more
12%
Heterosexual Females
One
Zero61%
27%
16%
Heterosexual Males
Two or more
24% of straight
women live with 1 or
24%adult
of straight
more
women
Heterosexual Females
One
Zero
Individual
Earnings
Income
All
$60,000
$60,800
$62,500
Married/Partnered
$63,300
$95,000
All
Household
Income
$94,200
$102,100
Married/Partnered
Heterosexual Men
$115,500
Gay Men
*For the purpose of this analysis, partnered is defined as gay man whose household contains exactly two adult
men or a heterosexual man whose household includes exactly one adult female.
Individual
Earnings
Income
Household
Income
All
Married/Partnered
$42,000
$38,300
$42,600
$43,500
$85,800
All
$94,100
$100,800
Married/Partnered
Heterosexual Women
$88,500
Lesbian Women
For the purpose of this analysis, partnered is defined as lesbian women whose household contains exactly two
adult women or a heterosexual woman whose household includes exactly one adult male.
Household Discretionary
Spend
$17,400
$16,000
Heterosexual Men
$15,100
$6,041
$6,794
$5,751
$4,764
$15,000
Gay Men
Heterosexual Women
Lesbian Women
Key Mindsets
14%
18%
16%
18%
27%
30%
Gay/bisexual Men
26%
18%
Heterosexual Men
12%
20%
20%
12%
Lesbian/bisexual Women
11%
23%
Heterosexual Women
11%
30%
31%
21%
25%
16%
Reformed Traditional
Variety on a budget
Weekend Cooks
True Foodies
17%
25%
15%
Lesbian/bisexual Women
38%
Heterosexual Women
13%
24%
14% 9%
33%
13%
17%
25%
Gay/bisexual Men
15%
38%
Heterosexual Men
24%
13%
14% 9%
33%
13%
Boulevards
City streets
Main streets
Rough terrains
Cul-de-sacs
Going Mobile
5%
22%
20%
Gay/bisexual Men
Heterosexual Men
18%
8% 17%
18%
19%
22%
4%
8%
19%
23%
12%
27%
7%
15%
24%
12%
31%
24%
Lesbian/bisexual Women
19%
14%
11%
Heterosexual Women
Social Connectors
Pragmatic Adopters
Mobirati
Mobile Professionals
Basic Planners
Website
Visit
Share
Rank
Gay.com
15.2%
9.2%
Queerty
10.7%
AfterEllen.com
5.3%
Logo TV
9.9%
www.gaystarnews.com
2.7%
Towleroad
9.3%
Susans Place
2.4%
Advocate.com
9.3%
10
2.0%
Website
Visit
Share
Looking at the search terms driving visits to these sites, it is clear that many
individuals are looking for information about Rupauls Drag Race, a popular
television show that airs on Logo, a Viacom-owned network. In fact, many of the top
non-branded search terms include variations of the shows name and famous host.
Searches related to marriage are also driving a decent amount of traffic to these
sites as are searches for celebrities, including gay celebrities, rumoured-to-be gay
celebrities and gay icons and heartthrobs.
Upstream/downstream traffic
Over a third of clicks directing visitors to the leading LGBT content sites come
from search engines and another 17% come from social networking sites and
forums. Combined these two categories of sites deliver nearly 56% of all traffic to
LGBT content sites, indicating their importance in directing visitors to the content
theyre looking for. However, both search and social industries receive a lower share
of downstream traffic from the top 50 LGBT content sites. In fact, only 10.6% of
downstream traffic from LGBT content sites goes back to a search engine and 14.8%
goes to a social networking site or forum. Social networking sites are still the top
downstream industry for visitors to LGBT content sites, suggesting that visitors are
either sharing content from the sites or are going back to their social networks for more.
Other gay and lesbian sites, blogs and personal websites and multimedia sites are
also all popular downstream destinations from LGBT content sites both in terms of
clicks and in the fact that they are disproportionately higher downstream than upstream.
Top upstream and downstream industries for top 50 LGBT content sites
Upstream Industry
Clicks
Index to
Downstream Clicks
Search Engines
Social Networking and Forums
Gay and Lesbian
Blogs and Personal Websites
Email Services
Multimedia
Print
Portal Frontpages
Television
Dating
Reference
Personalities
Movies
Broadcast Media
Other
38.5%
17.3%
5.9%
5.7%
4.5%
3.7%
2.8%
2.4%
2.2%
2.1%
1.7%
1.2%
0.9%
0.9%
10.3%
365
117
52
57
204
60
52
132
56
41
79
41
48
36
54
Downstream Industry
Clicks
Index to
Upstream Clicks
14.8%
11.5%
10.6%
9.9%
6.1%
5.3%
5.2%
3.9%
3.1%
2.4%
2.2%
2.2%
1.9%
1.9%
19.2%
86
193
27
175
167
194
245
179
245
278
49
126
207
76
187