Lesbian Audience Demographics

The lesbian market is beginning to attract increased attention from advertisers as more market research and qualified media reach has become available. Consumer Marketing, Inc.’s Lesbian Consumer Index reports that lesbians have a median annual household income of $80,000, with 80% of those households being childless. Lesbians’ higher disposable income relative to the general population is especially relevant in the current economic climate.

• 92% of GLBT Americans are likely to consider a brand that is known to provide equal workplace benefits to all of their employees, including gays and lesbians -- Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
  
• 81% of Gay and Lesbian Americans are likely to consider a brand that supports non-profits or causes important to them -- Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
  
• 64% of Gay and Lesbian Americans are more likely to purchase everyday household products from companies that market directly to them in gay media -- Source: Harris Interactive/Witeck-Combs Communications Survey, Jan. 2006
  
• Gay and Lesbian consumers are more likely to consider purchasing a product from a company that is tailored to the consumer and includes images of gays and lesbians in the ad -- Source: Harris Interactive/Witeck-Combs
  Communications Survey, Jan. 2006
  

The following list of third-party research studies and data reports may be helpful in providing a broader understanding of the lesbian market.

• Simmons Market Research
  
• Community Marketing Inc.
  
• Witeck Combs / Harris Interactive
  
• Gay/Lesbian Consumer Online Census