Gay and lesbian consumers account for $450 billion in buying power, and Scarborough helps you better target this segment by offering a Gay/Lesbian Consumer Online Study (G/L Study). An annual survey of the demographics, lifestyles, psychographics, and media patterns of gay and lesbian consumers, the G/L Study is the world’s largest gay and lesbian consumer panel online. Measuring dozens of important consumer categories and hundreds of brands, marketers can use the insights in this report to create high-impact programs. The G/L Study is your tool to:

• Increase ROI for multicultural marketing programs.
• Benchmark marketing impact and modify budgets for maximum effectiveness.
• Create more effective sponsorship programs and grassroots marketing.
• Develop efficient and effective media plans, better leveraging both mainstream and gay/lesbian media.

The Gay/Lesbian Study addresses important consumer information, including:

• Demographics
• Parenting and children
• Economics and income
• Ethnicity
• Geographic Representation of U.S. and worldwide
• Politics and Religion
• Media usage (Mainstream and GLBT)
• Print
• Radio
• Television
• Internet (including dayparts)
• Evaluation of effectiveness of gay/lesbian marketing programs
• Valuation of gay-friendly companies and advertisers
• Internet habits, including purchases

The G/L Study has the most in-depth research of Gay/Lesbian consumer behavior information in many important categories, such as:

Marketing toward gay and lesbian consumers is becoming more sophisticated as more companies recognize the significant benefits of targeting this consumer group. Equally sophisticated consumer research tools and expertise are needed have more impact. The G/L Study provides marketers with a unique advantage. In addition to the depth and breadth of information it covers, it is available through Scarborough’s partnership with OpusComm Group, a gay and lesbian consumer marketing firm. The G/L Study is conducted annually via a partnership between OpusComm Group and the S.I. Newhouse School of Public Communications at Syracuse University. Not only does the annual G/L reflect the LARGEST GLBT respondent participation of any study, but also it is conducted by research professionals from one of the country’s highly respected universities. The Internet is used to collect the information for reasons of respondent anonymity, and industry accepted guidelines for privacy are adhered.

Make your impact today in the gay and lesbian consumer marketplace! With massive spending power and brand loyalty, each day you do not target gay and lesbian consumers is a day your competitor will!