Mainstream surveys and polls generally neglected to include a separate category for gay people. In 1989 Overlooked Opinions, Inc., a market research and opinion polling firm concerned with the gay, lesbian and bisexual market, was formed in Chicago. A survey done in 1992 with a sample size of 7,500 gay men and lesbians reported on education, income, occupation, and living conditions.
This survey documented that: 1.
* Over 50% had a college degree, with 25% a graduate degree.
* 70% of the occupations were found in the categories of management, health care, education, marketing, technical, clerical, financial, literary, law or science.
* The median income for lesbians was $36,000 and for gay men, over $42,000.
* 45% were home owners, and over 45% lived in the city, with an additional 33% suburban dwellers.
* 71% of lesbians were in a relationship, 52% lived with a partner and 10% of lesbian households included children under 18.
* 55% of gay men were in a relationship, 37% lived with a partner and 4.8% of gay households included children under 18.
* Other facts revealed that in 1991 lesbians and gay men took more than 162 million trips, 78% of which were for business.
* 89% ate out on a regular basis.
* 6 million home computers were purchased between 1988 and 1991.
* Gay men and lesbians were estimated to spend as much as $500 billion annually in the United States.
Gays are not randomly distributed throughout the country. The 2000 Census reported that more than one-quarter of same-sex households were located in five urban areas: New York City, Los Angeles, San Francisco, Washington D.C., and Chicago. This same Census reported that the highest concentration of same-sex households were in 7 urban areas: San Francisco, CA; Santa Fe, NM; Portland, ME; Burlington, VT; Seattle, WA: Miami, FL; and Austin, TX. 2.
THE LUCRATIVE GAY MARKET
Marketing to the gay community developed into a lucrative endeavor. Gay guesthouses and nightlife resorts and cruises became popular. A study by Witech-Combs Communications reported that more than 2.6 million households in the U.S. included children. The International Gay and Lesbian Travel Association defined the growing ranks of gay families as 'a niche within a niche'. In the summer of 2004, Kelli O'Donnell, mother of four, married partner of Rosie O'Donnell, and co-owner of R Family Vacations chartered a cruise dedicated to the gay family market. Rosie was to host a variety hour for the 1,600 gays, children and family members on board. 3.
The Gay and lesbian community in the U.S. is estimated by national surveys to exceed 18 million people with a large majority having disposable incomes above the national average. Households with dual incomes without children have significant buying power. MYgayweb.com(2010) reported that "The Gay and lesbian community is three times more likely to be online than many average Americans" and that "Over 29% of gay internet surfers have yearly household incomes of at least $90,000" with 62% making over $40,000 a year. Many are highly educated, with 73% of gay internet surfers having a college degree, 19% with a Master's Degree or higher. 4.
Businesses recognized that singles without family ties were free to travel around the country. The Advocate, which had covered the gay market since 1967, featured a 'how to' guide for the gay traveler in the 1990's. Noting that an estimated $17 billion annually is spent by gay men and lesbians in business related travel, they published a list of travel companies that were 'exceptional' or 'gay friendly'. Included were American, Northwest, Continental and Lufthsa Airlines; Avis, National and Alamo Car Rentals; and Hyatt Hotels. 5.
REFERENCES
1. The Gay Almanac. Compiled by the National Museum & Archive of Lesbian and Gay History. New York: Berkley Books. 1996:100-102,153.
2.Sears, Alan & Craig Osten. The Homosexual Agenda: Exposing the Principal Threat to Religious Freedom Today.(Revised and updated) Nashville, TN:B&H Pub. 2003:25.
3. Bly, Laura. "A Gay New Time: Family Cruises, Vacations." USA Today. Friday, July 9, 2004:D1.
4. MYgayweb. "Gay Demographics". http://www.mygayweb.com/info/advertising/demographiscs. 1/25/2010.
5. The Gay Almanac. 1996:15,156.
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