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How do you stack up?

| Sep 12, 2007
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How do you compare with these demographics?

“At least once a month, 88 percent of respondents said they dine out, 66 percent shop at a home improvement store, 63 percent go to the movies, and 53 percent exercise in a gym. Fifty percent go out to a bar or club, 39 percent visit a museum, 22 percent visit a beach, 20 percent go dancing, and 13 percent attend a sporting event. In the last month, 30 percent said they had a massage, and 16 percent went to a spa.”

Does that sound like you?

The numbers come from a survey, commissioned by Rivendell Media and Absolut vodka on spending habits of the GLBT community. Perhaps the full report does, but this article doesn’t break things down to include Ts. But that’s not important. What I’m getting at is this: how would you respond to a similiar study? How similiar are we to the Gs and the Ls?

Read more of the article, which originally appeared in the online trade journal, Press Pass Q.

FEATURE: Survey says: New GLBT consumer survey, paid for by Absolut, the largest in history
by Derrik Chinn

A new consumer report is sizing up to be of major interest not only to advertisers looking to assess the spending habits of gays and lesbians, but for gay publications whose advertisers include alcohol companies.

The Gay and Lesbian Consumer Index, released in July, is being touted as the “largest, most comprehensive, and most representative consumer study in history.” More than 12,000 openly gay men and 10,000 out lesbians responded to the surveys, which were conducted during April and May 2007.

The study was co-produced by Rivendell Media (co-publisher of Press Pass Q) and Community Marketing, Inc., a San Francisco-based firm that specializes in marketing to the GLBT community. It was funded by Absolut Vodka.

The full reports outline specific figures pertaining to gay men and lesbians, including demographics, spending habits, political affiliations, health and fitness regimens, and entertainment and social activities.

A two-page sampling of the complete gay-male index, which totals more than 100 pages in full and costs $850, was released in July. Among its findings:

At least once a month, 88 percent of respondents said they dine out, 66 percent shop at a home improvement store, 63 percent go to the movies, and 53 percent exercise in a gym. Fifty percent go out to a bar or club, 39 percent visit a museum, 22 percent visit a beach, 20 percent go dancing, and 13 percent attend a sporting event. In the last month, 30 percent said they had a massage, and 16 percent went to a spa.

Over the course of a year, gay men spend an average of $500 on clothing, $2,000 on travel, and $260 on coffee drinks. Ninety-five percent responded as having made a purchase on the Internet within the last year, and 81 percent said they pay their bills online. Sixty-one percent own a home, 46 percent are currently in a relationship, 5 percent have children who live at home, and 61 percent own a pet.

Ninety-two percent voted in the 2004 presidential election, and 84 percent cast ballots in the 2006 midterm election. Only 36 percent voiced a desire for political leaders make gay marriage and GLBT rights a priority. The index also reported that the majorities of both gays and lesbians believe homosexuality will remain a “divisive” issue in 10 years.

Eleven percent of baby boomers answered they would move to a GLBT retirement community. Ninety-two responded as saying they knew their HIV status, although the report does not list percentages for positive and negative.

Some findings in the report mention specific brand names, painting a clear picture of the benefits of maintaining a presence in the GLBT market. For example, 80 percent of respondents used a Visa card in the last month, and 17 percent used a video recorder/DVR such as TiVo.

On average, 72 percent of respondents, whose median age was 45, said they consume at least one alcoholic beverage per week outside their home.


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Category: All TGForum Posts, Transgender Community News, Transgender Opinion

ronnierho

About the Author ()

Ronnie Rho has been writing for Transgender Forum since May of 1999. One of these days, she'll get it right. She's been described as the "world's most famous recluse," but only by people who don't know her very well. She is unmarried, and lives in Cincinnati.

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