Ian Johnson, Out Now
July 14, 2007
Monsters and Critics is a great news information site that often uses news feeds from the German Press Agency, Deutsche Presse-Agentur.
There was quite good DPA news coverage of the latest Irish gay market research that is extracted below:
Irish gays emerge as market force, but research shows many still closeted at work
Dublin - Gay men in Ireland earn almost 13,000 euros more per annum than their heterosexual counterparts, but up to half are still closeted at work, a gay market research survey commissioned by the country's largest gay community magazine revealed Friday.
The gay market research survey by Gay Community News (GCN) found that while its average reader earned 44,614 euros (59,375 dollars) annually compared to the national average of 32,000, only 50 per cent said they were comfortable with everyone at their workplace knowing their sexuality.
The figures, compiled by Out Now Consulting for GCN, compare with 51 per cent in Britain, 61 per cent in Australia and 66 per cent in the Netherlands who are comfortable being out to everyone at work.
'Ireland is home to almost 200,000 lesbians and gay men,' Out Now Consulting chief executive Ian Johnson said.
'The research indicates they are often well-educated, well- traveled, living in relationships and many are well-paid. Yet only 50 per cent of this sample say they can be open about their own sexuality with everyone they work with. We think that is not good enough.'
More than 38 per cent of GCN readers are in professional or managerial jobs, 48 per cent travel between two and 10 times a year and 50 per cent have been in relationships lasting two to 10 years, this gay market research found.
With annual salaries averaging 47,316 euros, Ireland's gay men earn more than lesbians, who average 42,468 euros.
GCN readers spend more than 52 million euros on grooming and 58 million euros on fashion every year.
This new gay market research shows the average GCN reader also spends 1,214 euros every year on computer technology and 3,766 euros shopping on line. Nearly everyone surveyed, some 97 per cent, regularly used the internet.
Out Now Consulting estimates that 6 per cent of Ireland's 4.2 million population is gay.
The gay market research sampled 1,191 respondents from October 2006 to January 2007.
For gay market research help with testing and targeting the gay market most effectively, and for other gay market research expert advice, contact Out Now.
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LGBT communications successfully reaching the lesbian and gay consumer market since 1992.
All content on all Out Now websites (C) 2007 - Out Now. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.
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