When considering taking your brand to the next level by marketing it to this lucrative community, here 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 are roughly 4.8 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 publications or media.
The term “DINK” exists for a reason…Dual Income No Kids...This means that the gay community have more disposable income.
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… The proof is in the pudding!
The ABNSA profile is the largest and most comprehensive survey of its kind, representing the South African gay community. 15 000 questionnaires were completed which really give the advertisers / agency / client a better idea into the life style and purchasing behavior of the respondents represented.
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