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Home arrow Marketing Research News arrow Company News and Announcements 2005 arrow Simmons Announces Landmark Study of Gay and Lesbian Consumers
Simmons Announces Landmark Study of Gay and Lesbian Consumers PDF Print E-mail
Written by Simmons   
05 Jul 2005
Global Gay Media Leader PlanetOut, Inc. Becomes Charter Subscriber

NEW YORK – June 20, 2005 - Simmons, an Experian company and the most respected authority on the behavior of the American consumer, today announced that it has launched the Gay and Lesbian Consumer Study, the most comprehensive study available of the gay, lesbian, bisexual, and transgender (GLBT) population in the United States. This syndicated study contains over 40,000 variables offering unique insights into the consumer attitudes and behaviors of the GLBT population segment relative to the general market. Results of the first Simmons Gay and Lesbian Consumer Study will be released on September 30th, 2005.

The GLBT population, with an estimated annual buying power of over 600 billion dollars, is drawing increasing attention from advertisers and marketers. “Until now, there has not been a gay consumer study that is endorsed and trusted by top agencies, national advertisers and gay media properties,” noted Chris Wilson, president and COO of Simmons Market Research. “The new Simmons study meets the demand for a high-quality measurement of the GLBT population.” Unlike other consumer studies that use opt-in samples or other nonprojectable samples, Simmons uses a national probability sample survey that provides reliable information about the size, characteristics, and behaviors of the GLBT population. The new Gay and Lesbian Study will be published twice a year.

Upon hearing about this groundbreaking study, PlanetOut Inc., (NASDAQ: LGBT) a leading global online media company offering consumer services, news and entertainment to the gay community, inked a charter subscription with Simmons. PlanetOut works with advertisers to develop branded entertainment and interactive advertising programs to reach its growing base of more than five million monthly visitors on, and

“More and more advertisers are interested in building affinity with the gay and lesbian market, but they’ve lacked a definitive source on gay purchasing behavior relative to the general population,” said Mark Elderkin, president of PlanetOut Inc. “As the world’s largest network for the GLBT community, we are interested in being able to offer our advertisers not only access, but statistically-valid insights into this attractive demographic.”

For more information, please contact Evan Goldfarb at (269) 857-1335 or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . For more information on PlanetOut, please contact Mark Elderkin at (212) 329-1717, or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , or visit PlanetOut at

Simmons Market Research Bureau
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products they buy and the brands they prefer, to their Internet shopping behaviors, attitudes, and lifestyles, Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company.

Last Updated ( 05 Jul 2005 )
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