October 18, 2007 01:00 PM Eastern Daylight Time

Groundbreaking Study Explores Gay and Lesbian Opinions on Print Ads and Commercials

New American Dimensions, LLC and Asterix Group Unveil Compelling New Research on Influential Gay Market

LOS ANGELES--(BUSINESS WIRE)--In an unprecedented study, New American Dimensions, LLC and Asterix Group reveal what motivates purchasing decisions of gays and lesbians, providing mainstream marketing executives with a one-of-a-kind glimpse into the lives of this coveted niche market.

The study divides the gay and lesbian market demographic into five distinct segments, highlighting a wide range of lifestyles, values and consumption preferences. The segments are cross-referenced with preferred ad styles and imagery, creating a powerful set of insights for targeting this influential demographic.

Super Gays – educated, sophisticated activists, most likely male (26%).
Habitaters – serious, responsible, older, likely in a stable relationship (25%).
Gay Mainstream – high gay identity, conservative, low profile (23%).
Party People – youthful, cutting edge, risk-takers, residing in big cities (14%).
Closeted – lowest gay identity, older, single (12%).

“This landmark study reveals comprehensive, never before released information on the gay and lesbian demographic,” said David Morse, President of New American Dimensions, LLC. “We have segmented the LGBT market in all its diversity, providing a more detailed picture of the gay and lesbian customer, providing highly sought-after insights to mainstream advertisers.”

The study finds that over 70% of gay and lesbian consumers are willing to spend more for products developed by companies that support the gay community. Additionally, 70% of these consumers state a preference for TV-shows that include gay characters and storylines. These are just two of the countless findings uncovered in the first study of its kind targeting the gay and lesbian audience, which included various ethnic minorities.

The study also includes important gay and lesbian lifestyle information, including:

55% of gay and lesbian couples share financial responsibilities.
2/3 of lesbians reside outside big cities, with over 1/3 of that group living in small towns or rural areas.
58% of gay men reside outside cities, with a quarter of that group living in small towns or rural areas.
2/3 of gays and lesbians report discrimination and stereotyping for being gay.
Over 3/4 of gays and lesbians report feeling safer in gay neighborhoods.
The average age of realizing one’s gay identity is 15.
Over 70% agree with the statement, “Being gay is an important part of who I am.”

The study also highlights lifestyles, habits and attitudes relating to marriage and co-habiting, likelihood of having children, entertainment and many other in-depth factors influencing purchasing decisions.

“Based on this study, our clients will be able to fine-tune their marketing efforts,” says Chris Lehtonen, President of Asterix Group. “This means that they will be able to invest their marketing budgets more wisely, design their campaigns more pointedly and reach gay and lesbian customers more effectively.”

To access the study, please visit http://www.asterixgroup.com/community.html or www.newamericandimensions.com/LGBTStudy.

About Asterix Group

Asterix Group is a full service creative agency committed to helping organizations build standout brands and relationships with consumers for life. The agency specializes in consumer intelligence, strategy, design and advertising for clients whose target segments include gays and lesbians, women, Hispanics and urban lifestylers, among others. Asterix Group is distinguished by a seasoned team with a proven track record and a unique approach to brand development.

The agency's clients represent a mix of national and regional companies. Headquartered in San Francisco, Calif., Asterix Group also has an office in Portland, Ore.

For more information, please visit http://www.asterixgroup.com.

About New American Dimensions, LLC

New American Dimensions is one of the nation’s leading multicultural market research and consulting companies. Based in Los Angeles, California, the company serves Fortune 500 corporations, not-for-profits, and public institutions seeking greater market intelligence about the emerging multicultural America. It specializes in the Hispanic, African American, Asian American, LGBT and Urban Youth consumer segments.

For more information, please visit http://www.newamericandimensions.com.