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Simmons Gay and Lesbian Consumer Study Provides Insights Into Growing Gay Travel Market??
Study Highlights Travel Patterns, Attitudes, and Leisure Time Activities
NEW YORK – July 28, 2005 - Simmons, the most respected authority on the behavior of the American consumer, today announced the travel results of its Gay and Lesbian Consumer Study, the most comprehensive study available of the gay, lesbian, bisexual, and transgender (GLBT) population in the United States.
“The growing desire to reach the gay market has helped spur a tourism industry geared specifically to gay travel,” said Chris Wilson, president and COO of Simmons Market Research.? “This has created an opportunity for travel companies to develop travel offerings and destinations that deliver on a gay-positive experience.”
The study reveals that GLBT adults, compared to the total adult population, are:
•?More likely to love the idea of traveling abroad
•?More likely to only want to relax when on vacation
•?More likely to go somewhere different for vacation every time
•?When traveling in the U.S., more likely to spend $1000 or more on the average trip
When it comes to leisure activities, GLBT adults are more likely than the average American to be a frequent movie-goer.? Additionally, GLBT adults are more likely than the total adult population to have participated in the following activities in the last 12 months:
•?Dined out at restaurant (not fast food)
•?Cooked for fun
•?Attended a live concert
•?Attended a live theater show
•?Gone to a nightclub, bar or dancing
With an estimated annual buying power of over 600 billion dollars it is easy to see why the GLBT population is drawing increased attention from advertisers and marketers. This syndicated study contains over 40,000 variables offering unique insights into the consumer attitudes and behaviors of the GLBT population segment relative to the general market. Unlike other consumer studies, Simmons uses a national probability sample survey that provides reliable information about the size, characteristics, and behaviors of the GLBT population.? Simmons was the first research firm to study the GLBT population. In 1996, Simmons worked in conjunction with the National Gay Newspaper Guild, to produce a groundbreaking study of the gay and lesbian community. The current study builds on those early efforts. Full results of the Simmons Gay and Lesbian Consumer Study will be released on September 30th, 2005.???
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Simmons Market Research Bureau
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products that all Americans buy and the brands we prefer, to our Internet shopping behaviors, attitudes, lifestyles and media that we use.? Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company. |
