Apaches bar staff in Puerto Vallarta. Photo by: Ed Walsh
More and more tourism industry marketers are eyeing the gay travel market. That's no surprise considering the market's disposable income. Here are the numbers courtes of Witeck-Combs Communications and Harris Interactive,
2004-2008.
6.8% of Americans over the age of 18 roughly 16 million adults self
identify as GLBT.
The buying power of the U.S. GLBT market is estimated at over $712 billion.
There are conservatively estimated over three million same-sex-couple households in the United States.
Nearly one in four U.S. gay men and lesbians live in households with children under the age of 18.
Because roughly 25% of U.S. GLBT households have children, GLBT consumers tend to have more discretionary income to spend than the average American family, affording them more per capita buying power than many consumer populations.
55% of U.S. GLBT consumers choose to do business with companies that they
know have a commitment to diversity and equal treatment of employees, versus
34% of non-gays.
46% of U.S. gay and lesbian consumers prefer products from companies that
support nonprofits serving the GLBT community over competing products that
do not.
33% of U.S. GLBT consumers use the Internet when they want to learn more
about a product or service, versus 26% of non-gays.
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