Gay shoppers spend more on key product lines
A survey of 18,000 gay and 4,000 straight respondents has revealed high brand loyalty and above-average spend in key market areas.

The research into the power of the pink pound, by GaydarRadio, Channel 4 and OMD Insight, showed that more than a third of gays and lesbians claim to be more loyal to brands that are 'gay-friendly'. Half believe that if companies advertise in the gay media, they should tailor their advertising accordingly.

Virgin, Sony, Gillette, Calvin Klein and Nivea are among the brands that respondents felt most positive towards, a result attributed to the companies' use of targeted communications.

The survey suggested gays are early technology adopters, snapping up new products such as high definition TVs, 8-megapixel digital cameras and second-generation 3G mobile phones. Gay people are also more likely to purchase online, according to the report.

Results showed gay respondents spend an average of£30 a month on cosmetics, compared with the£16 spent by straight people. Gay men also spend more on hair bleach or lighteners, exfoliators or scrubs and facial moisturisers.

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