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What's #Trending Now? Growth of Same-Sex Couples

Vu Chung

 Absolute has marketed to the LGBT community for years.

The Census Bureau started counting same-sex couples in 1990. Since this first year of inclusion, the number of same-sex couples has grown exponentially as shown in the 2010 census. The New York Times captured this growth graphically and it can be viewed here.

But what does this mean for marketers? Simple. This is another growing market to target.

Studies show that by percentage the gay and lesbian market is considered to be the most affluent and loyal group of all markets including Asian, African American, and Hispanic. With dual incomes and no children, this market has one of the highest disposable incomes/buying power, which is expected to exceed $835 billion this year according to Packaged Facts. Additionally, the average household income of this market is over $85.4K and, according to the 2000 Census, same-sex couples live in 99.3 percent of all U.S. counties.

Still not intrigued? Here are some more stats. A study done by Harris Interactive reports that the LGBT market is more likely to purchase a product from a company if the commercials and advertisements are specifically targeted to this market. The best way to reach and communicate with this market is via smartphone for gay men and Facebook for lesbian women. This means that digital advertisements and social media campaigns are ideal to reach this important group of consumers.

The numbers don't lie! Does your company target this lucrative market? CJP

P.S. - Here are a few of my favorite LGBT-targeted commercials:

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