LGBTQ Consumers

LGBTQ Consumer Research and Reports

LGBTQ Identification Rises to 5.6% in Latest U.S. Estimate

One of the main reasons LGBTQ identification has been increasing over time is that younger generations are far more likely to consider themselves to be something other than heterosexual. This includes about one in six adult members of Generation Z (those aged 18 to 23 in 2020). See the full Gallup Study.

LGBTQ Market Information

Buying Power

The LGBTQ market processes $917 billion in buying power in the US according to Witeck Communications.

Disposable Income

There is 23% higher median income in same-sex households compared to straight households according to Prudential research.

More Shopping

Males same-sex households spend $2,045 more per year on packaged goods than in straight households according to comScore.

Brand Loyal

LGBTQ consumers are 2.06 times more likely to buy from companies that they trust according to comScore.

Music

Across all music channels, LGBT music fans show higher levels of engagement than their non-LGBT counterparts according to Nielsen.

LGBTQ Digital Media

74% of LGBTQ consumers in the US visited LGBTQ websites in the past week and only 22% read LGBTQ print media.

Electronics

Gay consumers are 1.86 times move likely to love buying new gadgets and appliances, according to comScore.

Education

Gay men index at 129 for attending graduate school, significantly than the general population according to Quantcast.