Experian Marketing Services has released a new report on Lesbian, Gay, Bisexual, and Transgendered (LGBT) Americans, analyzing among other aspects their annual income and spending. The report shows that household discretionary spend among gay men trails their heterosexual counterparts ($15,100 vs. $17,400), and the same is the case with lesbian women ($15,000 vs. $16,000). However, on a per capita basis, discretionary spend is higher among gay men ($6,794) than heterosexual men ($6,041).
The opposite is true for lesbian women, whose per-capita discretionary spend trails heterosexual women by a sizable amount ($4,764 vs. $5,751).
When it comes to income levels, gay men tend to be fairly on par with heterosexual men. Individually, they earn $800 more annually on average ($60,800 vs. $60,000), although their average household income is $800 less ($94,200 vs. $95,000).
The reverse is true for women. Lesbian women earn $1,700 less on average individually than heterosexual women ($38,300 vs. $42,000), but lesbian households earn a significant $8,300 more on average ($94,100 vs. $85,800).
So where to reach LGBT consumers? Noting that they were early adopters of the internet, the study reveals that their top 5 non-LGBT-focused entertainment sites are:
- Hulu, and
Their top social networking sites? Those are listed as:
- Reddit, and
There are a few sites that cater to the LGBT community and there are few sites that have sections that cater to the LGBT community. But I think not enough. If a property portal has a presence in a large city where there is a distinct LGBT community present, I would recommend to market directly to them. The more targeted the marketing the higher the percent of success you will achieve within that market group.