Abstract
Lesbian, gay, bisexual and transgendered (LGBT) people represent a small but increasingly important segment of the U.S. population. They tend to have higher household incomes than other segments and often spend a significant portion of their disposable income on travel, health, wellness and green products, gourmet foods and clothing. While this group is a potentially lucrative target for many companies, it is also somewhat unique, and thus marketers and product developers who wish to target the group must familiarize themselves with the lifestyles of LGBTs as well as their culture.
In order to help achieve these objectives, Mintel' s research addresses the following questions
" How big is the LGBT segment?
" What is the nature of LGBT culture and how do companies create messaging that resonates with consumers?
" What metros have high concentrations of gay couples?
" How do LGBTs make purchase decisions, and how are their decision-making styles similar to and distinct from mainstream consumers?
" How much influence does the relationship a company has with the LGBT community influence decisions about where to shop and what brands to buy?
" What are the spending patterns of LGBTs, and what products do they tend to purchase frequently?
" How do LGBTs use the Internet, and how is their Internet behavior unique?
" Do LGBTs travel more than other segments?
" How do LGBTs make decisions about where to travel and who to book their travel with?
" How do LGBTs feel about their sexuality and the way that straight people view it?
" What are the spending trends in the gay advertising industry?
" What type of advertising and promotions are effective?
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