81 billion good reasons

6% of the population is lesbian or gay - about 3.6 million people (Dept of Trade. 2005)
Every year lesbians and gays spend: £81 billion (2008 Out Now Millivres Gay Market Study)

purchasing trends

72% of Lesbian, Gay, Bisexual and Trans people will purchase from brands that are seen to support the gay community through advertising and sponsorship.
Brighton University 2005.

89% of gays and lesbians are highly likely to seek out brands that advertise to them directly; the majority are willing to pay a premium for quality products and services.
Simmons.

72% of gays and lesbians prefer to buy from companies that advertise to them directly.
Harris/Witeck-Combs.

"Most gay men (73%) and lesbians (71%) say they buy from a company because it is gay friendly. Older lesbians and gays (77% and 88%) are more likely to purchase this way.”
Do It With Pride Survey, Brighton University, 2005.

income

"£70bn value of gay spend estimated every year,”
The Independent on Sunday

"Gay men earn £10k more than the national average.
The Guardian

"Lesbians earn £6k more than the national average,”
2008 Out Now Millivres Gay Market Studynews.co.uk

travel
Gay men take an average of 3.7 short breaks per year and 4.3 breaks overseas. 2008 Out Now Millivres Gay Market Study estimated the gay travel market in the UK to be worth £3bn in 2005.

Top travel destinations:
1) Spain/Canary Islands • (2) France • (3) Ireland (4) USA • (5) Greece • (6) Italy • (7) Australia • (8) Canada • (9) New Zealand • (10) Netherlands.

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