2010 Out Now Global LGBT Market Study
LIVE! : Take part in the 2010 Out Now Global LGBT Study now.
World First: Largest Ever Gay Market Research Study to Launch in 17 Countries
LATEST >>> New York, NY, USA - March 31, 2010 UPDATE: Out Now study expands to now include 17 countries where 1.1 billion people live, home to more than 52 million gay and lesbain people. Canada and USA markets now being sampled.
London, UK. (OUTNOW) February 24, 2010 - Stretching through fourteen countries right across Latin America and Europe, the world's largest gay market research study ever to be undertaken is about to launch.
Developed by Out Now - a leading specialist global marketing agency - the new study will survey lesbian, gay, bisexual and transgender (LGBT) people living in fourteen countries. From Mexico's border with Texas right across the world to Israel and to the top of Sweden - this will be the most comprehensive study of its kind ever to be undertaken.
With an overall population of three quarters of a billion, these regions are home to more than 35 million lesbian and gay people living diverse lives.
It is the first time a gay community targeted market study has been conducted across so many countries at one time.
The countries being surveyed in the 2010 Out Now Global LGBT Market Study are: in Latin America - Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay; and, in Europe - France, Germany, Israel, Italy, Spain, Sweden and the UK.
The study will cover many areas including consumer habits, incomes, education levels, media usage, parenting, relationships, travel, employment, discrimination, equality concerns, aspirations and more.
The research has attracted corporate attention: the European arm is being sponsored by Berlin Tourism Marketing and the Latin American research is being sponsored by Delta Air Lines. In Latin America the research is also being undertaken in conjunction with - GNETWORK360 : the region's leading LGBT networking organisation, and is known as the '2010 GNETWORK360 + Out Now LGBT Latin America Market Study'.
Out Now's CEO, Mr Ian Johnson, said this research was breaking new ground in the understanding of lesbian and gay people.
"We are seeing a lot of interest in this study due to its groundbreaking nature - and its emphasis on understanding the tremendous diversity of LGBT people's lives all across this vast region," Johnson said. "We are pleased to help gay community groups, government offices, NGOs and companies to better understand - and meet - the needs of LGBT people."
Johnson added: "It is so valuable to focus on the millions of LGBT people living outside of North America. This is the largest ever European gay and lesbian market study - and the first ever Latin American LGBT study. There are more than 35 million people living in these fourteen countries - and this research will reveal much about their work situation, their family lives, relationships and parenting status, travel and consumer habits, people's experiences of harassment - or acceptance, incomes and expenditures, buying power, retirement plans, and their future aspirations."
According to GNETWORK360 Director, Mr Gustavo Noguera, the new research has generated a lot of interest from companies and other organisations all across Latin America wanting to learn more and wanting to better understand gay and lesbian consumers.
"There has been a lot of past gay market research done in other places like the USA," Mr Noguera said. "But never before in Latin America - and GNETWORK360 is really pleased that with Out Now we can be part of this largest ever LGBT study. We will all learn so much about the lives of LGBT people living all across Latin America."
According to Out Now's UK Consultant, Mr Darren Cooper, the new research has generated a lot of interest from companies wanting to better understand gay and lesbian consumers.
"With more and more destinations and companies looking to target LGBT consumers, the need for detailed research data has never been greater," Mr Cooper said. "By better understanding this important market, companies will discover their competitive edge, enabling them to execute marketing strategies in far more effective ways. We are confident that Out Now's new global LGBT market study will be their key to gaining this advantage."
The research study enjoys the support of lesbian and gay community organizations, Non-Government Organizations, LGBT media groups - and runs from now until the end of May.
Results will be released soon after.
Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 - when the company was first established in Australia. The agency has grown to now include specialist LGBT consultants working in markets across the world.
FURTHER INFORMATION CONTACT:
Ian Johnson, CEO, Out Now Global
info(@)outnowconsulting.com
US: +1-310-878 4878
UK: +44-20-8123 5288
Brazil: +55-11-3020 3429
OutNowConsulting.com
GayMarketNews.com
GayComfort.com
ABOUT OUT NOW
Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden and German National Tourist Office. Services include research, strategy, communications and training.
ABOUT GNETWORK360
GNETWORK360 are Latin America's LGBT business and networking leaders, and publishers of GMAPS360, as well as presenters of Argentina’s annual GLBT Entrepreneurs Forum. Clients include Delta Air Lines, Hertz, Prudential, Sofitel and Argentina Tourist Office.