For the first time in Latin America will study the market segment of gay, lesbian, bisexual and transgender population covering the gay, bisexual and transgendered Argentina, Brazil, Chile and Uruguay, to meet their interests and styles life and consumption.
Gustavo Noguera, Director of Gnetwork360, told that “the gay community is a segment that is not yet fully exploited. For just outside references that reveal the level of consumption that we have, we know it is a fertile ground for exploitation in Latin America to launch products for a specific niche. The issue is that we have this information“.
This company, leader in Argentina in meetings and networking market for gay, lesbian, bisexual and transgender (LGBT), partnered with the international consultancy Out Now for carrying out the study in four South American countries, amounting to 250 million and an estimated gay population of 12 million people.
“We realized that there was no evidence from the Latin American market and this is an opportunity to learn more than they consume gays and lesbians“, said CEO of Out Now, Ian Johnson.
Consumption of the LGBT segment has an important weight in the economies of the world. Source of denominator “Double income, no kids“; (double income, no kids, who had meanwhile already begun to change by increasing paternity of homosexuals), gays tend to have high income and consumption level than the general heterosexual makes them an attractive target for all brands.
Noguera said that the survey will include “social issues to help organizations that can take advantage of studies like this at the regional level, such as the labor participation of lesbian visibility corporations or trans“.
The market survey will be conducted during the first half of 2010 via the Internet and community networks of gay and lesbian segment of Argentina, Brazil, Chile and Uruguay. Relieve demographic, social, employment, level of visibility and integration into their respective societies, lifestyles, consumption and tourism, employment status and political and religious tendencies.
“Let’s see what are the characteristics of the Latin American” said Noguera.
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