DID YOU KNOW?
BUYING POWER of the
LGBT MARKET
In greater area of Houston, more than 300,000
people out of the city’s 6.1 million residents self-
identify as lesbian, gay, bisexual or transgendered.
As the fourth largest city in the United States,
The LGBT audience responds strongly to targeted advertising
with a high level of brand recognition and recall. In other
demographics, this level of brand penetration can be difficult
to achieve without a significantly higher investment. Pride
Houston’s sponsorship opportunities will aggressively
promote your company to our audience of lesbians, gay men,
bisexuals, transgendered persons and straight allies.
the Houston LGBT Pride Celebration offers an
• 4 out of 10 gay consumers prefer to purchase
products from companies that advertise in LGBT
Media.
excellent opportunity to reach an audience with
a total buying power of $712 billion nationally,
with an average income of $47,500 per capita.
In comparison, other minorities have significantly
• 46% prefer products from companies that support
nonprofits serving the LGBT community over
competing products that do not.
Audience
Income Population
LGBT American
$47,500
15+ million
• When purchasing products or alcoholic beverages,
27% of gay consumers always ask for brand names.
African American
$24,200
35 million
less individual buying power:
Asian American
Hispanic American
$35,500
$20,500
• 42% of LGBT individuals say advertisements read
online influence purchasing decisions for one product
or service over another.
13 million
42 million
Source: Selig Center for Economic Growth, University of Georgia, US Census
Projections (2008-2009), U.S. Bureau of Economic Affairs, Packaged Facts,
Witeck-Combs/ MarketResearch.com estimate (2008), MSNBC. Packaged Facts/
Witeck-Combs Communications 2008 and MSNBC. Notes: 1. Only people 18+
years of age are counted as members of the LGBT population, while market
studies of ethnic minorities include consumers of all ages; 2. Disposable income is
income after taxes.
• 55% of LGBT consumers choose to do business with
companies that they know have a commitment to
diversity and equal treatment of employees.
• 33% of LGBT consumers use the Internet when they
want to learn more about a product or service.
Source: Packaged Facts/Witeck-Combs Communications 2008.