When considering to take your brand to the next level by marketing it to this lucrative community, there are some interesting facts to consider.

The following stats have been take from the South African ABNSA Gay Consumer Profile of 2008.

• 10% of the South African population is gay which is roughly 4.9 million people, currently not being targeted by the majority of main stream advertisers.

• 76% of respondents that took part in the survey said they were more aware of advertisements that specifically targeted gay people.

• 96% of respondents paid more attention to gay ads.

• 92.5% of the respondents said they would consciously support advertisers who made use of gay publication or media.

  

• The term “DINK” Dual Income No Kids, means that this demographic have more disposable income.

• Being early adaptors, means they are eager to try new brands and are usually the first to do so.

• Mercedes Benz is the most commonly owned car in the gay community. The reason? Mercedes took on a 6 year marketing campaign aimed at the gay community!

• International brands and ad agencies have been targeting the international pink market for over 15 years with huge returns.

• Advertising rates are gererally lower than main stream title's, which means clients receive a higher ROI with a lower CPM.