7/5/13
The proportion of non-Hispanic Americans who identify as lesbian, gay, bisexual, or transgendered (LGBT) has grown from 3.4% of the overall population in 2006 to 4.3% in 2012, according to Experian Simmons. Young adults ages 18-34 make up a larger proportion of the LGBT population than the heterosexual population-36% vs. 26%.
Gay and lesbian couples are increasingly likely to be married, thanks to a growing number of states recognizing same-sex marriages or civil unions. Almost one in five gay men (17%) and 16% of lesbian women are married, up from 8% and 14%, respectively, in 2007. More than six in 10 lesbian women (64%) live in households with one other woman (many of these are unmarried or married partners), and 51% of gay men live in households with one other man.
Income and Spending
In terms of individual incomes, gay and heterosexual men earn similar incomes, but in married or partnered households, gay couples have higher household incomes than straight couples do. This reflects the overall salary gap between men and women. Lesbian women have slightly lower individual incomes than heterosexual women, though their total household incomes are higher. Among married/partnered women, lesbians have lower household incomes than heterosexual women, due to the inclusion of the male partners’ incomes.
Although heterosexual women and men have the highest household discretionary spending, gay men spend the most per capita on discretionary items.
Attitudes About Mobile
LGBT consumers are more likely than heterosexual adults to be enthusiastic and proficient users of high-tech gadgets, including mobile. Lesbian women are more than twice as likely as heterosexual women to fall into the “Mobirati” segment of mobile users, those who have completely integrated mobile technology into their lives. More than seven in 10 lesbian women (73%) and 67% of gay men fall into one of the three most active mobile user segments: “Mobirati,” “Social Connectors,” or “Mobile Professionals.”
Gay men and lesbian women are more likely than heterosexual men and women to fall into the “City Streets” segment of auto buyers. These consumers consider their cars a part of their identity; they change cars frequently and choose vehicles on the basis of image and status.
Gay men are almost twice as likely as heterosexual men (20% vs. 12%) to have a “foodie” approach to eating-love to experiment with various cuisines, have a high level of culinary expertise, and have a healthy diet. Among women, the reverse is true: 25% of heterosexual women and 16% of lesbian women take this approach to eating.
The study also includes detailed segmentation profiles of gay and lesbian consumers’ automotive and food preferences, as well as data on their top websites and other online behavior.
SOURCE: “The 2013 LGBT Report,” June 2013, Experian Simmons Marketing Services, Simon Bradstock, SVP & GM, Consumer Insights, 955 American Ln., Schaumburg, IL 60173; 866-626-6479; consumerinsight@experian.com; www.experian.com/marketingservices.
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