USE

ABUSE US

Dr. Alfred Kinsey famously claimed that 10% of the general population is GLBTQI – meaning, for the Philippines, that over eight million Filipinos/Filipinas are GLBTQIs.  True or not, what with “experts” still contesting the notion, according to the 2005 HIV Estimates in the Philippines, a consensus report released by the Department of Health, World Health Organization, the United Nations Joint Programme on the HIV/AIDS (UNAIDS), and the Field Epidemiology Training Program Alumni Foundation, at least the number of “males who have sex with males” (MSMs) in the Philippines ranges from 379,799 to 804,280 (that one, at least, is certain).

Irrespective of the actual numbers, however, GLBTQI lifestyle has long invaded mainstream living – think Queer Eye for the Straight Guy, or IKEA, or gay speak, or disco, or brunch, or…  This makes the GLBTQI market, and those it affects, a goldmine for advertisers.

Consider these:

• Before making a purchase, 81% of GLBTQIs are more likely to use the Internet to obtain information about goods and services (Source: Witeck-Combs).
  
  
• From 72% (Source: Harris/Witeck-Combs) to 94% of GLBTQIs prefer to buy brands that market directly to them (Source: Greenfield Online).
  
  
• The demographic is 89% brand-affiliated, this means that it is “most likely or highly likely to actively seek out brands that had advertised in gay media” (Source: Simmons).
  
  
• According to PlanetOut, GLBTQIs spend an average of 30 minutes per minute, 12 times per month online (Source: Nielsen NetRatings), making them among the “early adopters of the latest in communication technology.”
  
  
• Entertainment and media firms recognize the value of the GLBTQI market, with those targeting GLBTQIs, including Disney Theater Division (think Gay Day in Disneyland), FOX Searchlight, HBO (think If These Walls Could Talk II), ABC, Comedy Central, New Line Cinema, Paramount Pictures, Showtime, Sony Pictures, and Warner Bros Pictures.  In the Philippines, GLBTQIs do not only watch films and theatrical performances, or attend concerts and shows, they also influence family and friends via word of mouth (think Ang Pagdadalaga ni Maximo Oliveros).  No wonder that Helen Hundley, VP for marketing of Fox Searchlight, said: “I became very impressed by the power of the gay and lesbian audience. ... It’s a terrific audience, very targetable and has a huge disposable income.”

• PlanetOut and Gay.com listed the following facts: GLBTQIs are twice as likely to be in management positions, twice as likely to have purchased online using a credit card, 79% are willing to pay a premium of quality products and services, 94% of gays and lesbians go out of their way to purchase products and services marketed directly to them in gay media, and 79% of GLBTQIs are highly likely to indulge themselves (Sources: @Plan, Simmons, Greenfield Online, Witeck-Combs).

It is time to target this market.

Use us.

Abuse us, even.

We’ll be glad to let you.

WHAT WE'RE UP TO