The LBM Gay Consumer Profile 2012

For the first time, a truly in-depth and statistically relevant overview of the South African gay and lesbian consumer has been released and made available to advertisers.

Boutique marketing and advertising agency Lunch Box Media has represented South Africa’s gay media owners for almost three years. Platforms that service this lucrative niche demographic include print, online and on-screen media. However, unlike in many other parts of the world, the 4.9 million-strong gay consumer market in South Africa has been ignored by large brands.

With the release of its groundbreaking consumer survey results this week, presenting the most current and in-depth overview of the gay and lesbian market to date, Lunch Box Media hopes that this will finally begin to change.

The “LBM Gay Consumer Profile” was commissioned in April 2012 and ran for a period of three months. Supported by four of the largest pink online media owners, online respondents were asked a range of questions on consumer habits, preferences, purchasing patterns and motivations.

Topics included employment, income, shopping, banking, credit cards, home ownership, cars, electronics, pets, television and media consumption were covered.

Results would be of particular interest to researchers, marketers, academics, advertising agencies, media buyers, gay and gay-friendly businesses or anyone else looking for up-to-date information about the gay and lesbian marketplace.

The independently audited results of the 2012 LBM Gay Consumer Profile show that this demographic has a higher than average disposable income (41% have over R10,000 available per month).

In addition, because the cost of raising children is usually not a factor, a large percentage of this disposable income is spent on luxury items. Interestingly, a whopping 81% of respondents make regular online purchases – a considerably higher rate compared to mainstream consumers.  

Top luxury brands preferred by the respondents include Apple, Levis, Diesel, Guess, Samsung, Sony, Calvin Klein, Prada and Tag Heuer, amongst others.

Not only does this market spend large sums of disposable income on luxury brand items, 44% of respondents report travelling to exotic destinations at least once a year; Europe being the top destination. According to international studies, the gay and lesbian community contributes 10% of the global income in travel and tourism.

Brands wishing to increase their market share should consider that 60% of the survey respondents describe themselves as being brand loyal. Those brands that believe that they are already successfully reaching the gay and lesbian market through mainstream media may be surprised by the following findings:

• 57% of the respondents feel that they are being ignored as consumers;
• 76% say they would prefer to support brands that advertise within the pink media;
• 45% feel that they are inaccurately portrayed by the media.

“What the survey has shown us is that members of the gay and lesbian market respond particularly well to brands that specifically target them in a medium that understands and respects their lives and reality,” commented Lunch Box Media Owner Donovan Steyl.

If you would like the full results of the 2012 LBM Gay Consumer Profile, please email This email address is being protected from spambots. You need JavaScript enabled to view it. or download the results here.