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From
purchasing products, to banking, investing,
and booking leisure travel online, gays are
out ahead. Sixty-three percent of wired homosexuals
have made a purchase online in the past three
months, compared with 53% of heterosexuals.
The gap is as large for online finance and travel.
Eighty
percent of gay men and 76% of lesbians are online,
compared with 70% of straight men and 69% of
straight women. And they're bandwidth-hungry:
Wired gays are one-third more likely to have
broadband than their heterosexual peers. Gays,
in fact, were among the earliest Internet adopters:
29% have been online more than seven years,
versus 18% of heterosexuals.
Nielsen//NetRatings data shows that the sites
most popular among gays are gay-content-specific:
Gay.com and PlanetOut (see Figure 4). But self-identified
gay people also make up at least 5% of visitors
to community-building sites like AOL Chat, entertainment
sites like HBO, and sites of retailers like
Banana Republic.
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Gays Are The Technology Early Adopters You Want,
Forrester Research Inc., June 24, 2003
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