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Online business discovers pink purchasing power

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  • 08-09-2003 9:30pm
    #1
    STaN
    Registered Users Posts: 2,127 ✭✭✭


    They are the internet marketer's dream. As a group, they spend nearly 10 times as much time online as the average user - 25hours a week compared to 11 hours a month. They are among the most tech savvy of all consumers, and are far more likely to buy new electronics when they come out than most other consumer groups.

    For men and women, they have higher incomes and are better educated than any other consumer group online. And they show strong loyalty to organisations that target them - whether or not services are specialised to niche tastes.

    The group? Gays and lesbians. If you're talking about the colour of money, a series of recent studies and research reports show the pink euro/pound/dollar is the currency of choice online.

    "Gay men and women have the technology attitudes and demographics that marketers dream about. Gays are among the first to adopt new devices and online tools, making them prime targets for digital marketing as well as emerging technologies," stages a recent Forrester Research study.

    Though the numbers may seem small, with only 5 per cent of men and 2 per cent of women stating they preferred same-sex partners in a recent survey of US households by Forrester Research (another 20 per cent declined to answer the question), an estimated 17 million Americans are homosexual and their collective buying power is reckoned at $464billion (€428.9billion) - outstripping US Asians or Hispanics and, in per capita terms, well ahead of all US minority Groups.

    Can read it fully here


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    #2
    Victor
    Registered Users Posts: 78,370 ✭✭✭✭Victor


    This has been doing the rounds for years.

    Maybe they got confused when some CSer said that everyone on boards was "ghey". ;)


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    #3
    shoegirl
    Registered Users Posts: 2,018 ✭✭✭shoegirl


    Some of this is true, however it is largely due to the fact that most gay men and women don't have children and so don't have what can be a career barrier - especially for women. So they have often a greater disposable income.

    However, the gay camp, to me anyway, having been out as a gay women for over 12 years, seems evenly split between well heeled and succesful professional gays, and a large deprived minority, many of who have spent their entire lives on social welfare. These are marginalised not only by straight society but also by gay society. Some turn into predators, seeking well off gays to "keep" them, often creating huge financial problems for those they have relationships with.

    So its not as simple as it first looks.


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