A friend steered me to this story on a new study about consumer segments in the gay and lesbian market. God help me, but it turns out that I'm a "Super Gay."
"Super Gays" (26% of respondents) are highly educated (28% graduate school), highest-income (16% earn $100,000 or more) and most likely to be self-employed (15%). Slightly more than half (54%) of this segment are males.
Super Gays describe themselves as sophisticated, activist, complex, intellectual, mature, risk-taking and extroverted.
Nearly 90% report that they are "completely out" and about the same percentage report that they consider being gay to be a big part of who they are, and the most active segment in terms of supporting the lesbian/gay/bisexual/transsexual (LGBT) community with time or money.
Three-quarters (77%) live in big cities, 48% live in metro areas, and 56% own their own homes.
This segment spends the most time surfing the web (20.3 hours per week) and reading magazines/newspapers (7 hours). Favored publications are The Advocate (38%), The New York Times (25%) and Out (22%).
Compared to other segments, Super Gays are more likely to connect to a company that "actively speaks on behalf of LGBT causes" (18% express this attitude).
I don't make enough money and I can't be bothered to read The Advocate and Out, but otherwise that's pretty much spot on. Marketing scares me.
Other categories included the unsurprisingly lesbian-skewing "Habitaters," which actually makes them sound like hamster colonies; the "Gay Mainstream," which can't help but be as boring as it sounds, given that less than half of them are out (44%) but 78% of them "prefer to watch TV programs in which being gay is part of the story"; and my former tribe, the "Party People," who live in bars and restaurants, and when they bother to read something that's not displayed in pixels pick up Entertainment Weekly.
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