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Gay and Lesbian Market Demographics  

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The Desert Daily Guide  provides a vast reach to the Gay and Lesbian market by linking our advertisers with both the printed publication and the ease and convenience of web base advertising and by offering links to all facets of the gay community in and around Palm Springs.

The Desert Daily Guide spends considerable time and effort to promote and extend travel and tourism to Palm springs. Sponsoring numerous charitable events and other activities designed to show case the great talent and pride within the gay community.

 The Desert Daily Guide is also the most up to date listing including the local and regional travel, transportation, lodging and entertainment and daily events.

 Our approach has already been to be the best resource for that person planning his or her next visit to Palm Springs.  For just that weekend trip from the California or a week away from Wisconsin or any place in the world. What to wear? Where to go? and what to do?  Provides all potential advertisers to reach the largest selected audience in the most cost effective way.

 That’s the Power of combined Advertising and we are proud to provide this service and continue to support our community and visitors from around the world.

Information

Advertisers are finding that one of the best ways to directly target the gay/lesbian marketplace is via the Internet. The Internet allows gays and lesbians to socialize, buy goods and services, and do research without any sort of public scrutiny. A recent, combined study by Harris Interactive and Witeck-Combs Communications shows that 32 percent of gays and lesbians are online for over 21 hours each week, compared to 17 percent of non-gay users.

As part of its Consumer Technographics Benchmark Study of 60,000 households, Forrester had respondents identify their sexual orientation this year, revealing a striking trend that gay men and women are among the earliest adopters of new forms of technology

A gay/lesbian study done by GLCensus Partners (Syracuse University and OpusComm Group) showed that eight out of ten respondents agreed that they were more likely to buy products or services from companies they knew were "gay-friendly." Almost half of all the respondents agreed that when deciding on a product or service, they attempt to find out if the company is gay-friendly.

Facts and figures about one of the world's most valuable target markets

 

How large is the U.S. gay and lesbian market?

• Kinsey says about 18.75 million.

• Simmons says about 21 million.

• NORC says about 15 million.

• These three sources averaged out equal 18.25 million.

Greenfield Online's research of the gay market reports that:

• 78 percent of gay online users prefer to buy from companies that advertise to

• the gay market.

• 71 percent of gay online users have made credit card purchases online.

• 43 percent of gay online users identify Gay.com as their favorite Web site.

• Simmons' research comparing gay consumers to the national index of

• consumers reports that gay consumers are:

• 71 percent male/29 percent female

• Over twice as likely as national index to be professionals/managers

• Twice as likely to have household income over $60K

• Twice as likely to have household income over $250K

• Twice as likely to have graduated from college

• Three times more likely to be online than the average American

• Four times as likely to spend over $150 on long distance monthly

• Twice as likely to spend $250 on cellular service

of those surveyed:

 

• Over 90 percent took a domestic trip this year

• 60 percent took a foreign trip in the last three years

• 65 percent identify themselves as having to have the "latest"

• 68 percent upgrade to a product's latest model

• 77 percent "believe in indulging in themselves"

• 57 percent "prefer to buy top of the line"

• 59 percent buy themselves whatever they want

Palm Springs Demographic data

 

According to information from The Palm Springs Desert Resorts Convention and Visitors Authority: The Palm Springs Desert Resorts is eight desert cities in southeastern Riverside County in California: Cathedral City, Desert Hot Springs, Indian Wells, Indio, La Quinta, Palm Desert, Palm Springs and Rancho Mirage.

Permanent Population profile: 243,520.

Local population swells to approximately 500,000 during winter season (September 1 through May 1).

 Climate

• Sunshine: 350 days annually
• Rainfall: 5.5 inches annually
• Temperatures: January 43-69 F; April 59-91 F; July 76-108 F; October 63-93 F

 Visitor Profile 

• Annual Overnight Visitors:  3.5 million
• Hotels:  270
• Available Rooms: 316,199
• Average Visitor Stay:  5.7 nights
• Average Daily Visitor Expenditure: $254
• 2002 Gross Hotel Sales:  $335,470,674
• 2002 Transient Occupancy Tax (TOT): $35,031,855
• Recreation
• Golf courses:  111
• Tennis courts: More than 600
• Swimming pools:  More than 30,000
• Restaurants: More than 600
• Fun Things: Golf, tennis, hiking, horseback riding, hot air ballooning, polo, swimming, bicycling, and rock climbing…