Same-Sex Marriage? More Than 10 Million Americans Want To Say 'I Do'


Gay and Lesbian Americans Tell Researchers They Plan To Get Married - Estimated 10 Million Want To Say 'I Do'
- Value of a US-wide gay marriage market likely to top a billion dollars in first year alone.

NEW YORK, NY, USA (OUTNOW) -- JULY 5, 2011 -- In the wake of New York becoming the largest and latest US state to legalize gay marriage, new research reveals how many gay and lesbian Americans want to get married - and the very large potential revenue windfall for business, if marriage equality becomes available nationwide.

Findings released today suggest new gay matrimonial spending would likely exceed USD$1 billion during just the first year of such a theoretical nationwide change.

The research, part of LGBT2020 - the world's largest global research study on lesbian, gay, bisexual and transgender (LGBT) people - asked US respondents how likely they were to marry, if this option becomes available to them in the future.

The data was sampled between July 2010 and January 2011, across several hundred lesbian, gay and LGBT digital media websites, hosted by Gay Ad Network - America's largest online collected gay media platform. Sample size was 6,712 responses - obtained from across all 50 States of the USA, and the District of Columbia.

Almost seven in ten respondents (68.77%) said they hope to get married, and a further one in twelve (8.15%) said they had already undertaken some marriage, or marriage-like, ceremony with a partner.

15% of US respondents say they would never marry, even if legal marriages were to become available to them.

The LGBT2020 research is part of a ten year study analyzing LGBT people's lives worldwide. The study is undertaken by Out Now, a global gay market research specialist, in partnership with Gay Ad Network in the US and Canada.

In 2008, Out Now research revealed that the spending impact of lesbian and gay marriages during the first full year of Civil Partnerships in the United Kingdom (2006) delivered a GBP£130 million (USD$209 million) boost to the UK economy.

According to Ian Johnson, Out Now's CEO, a similar pattern in the US market would yield significant economic benefits. "When we ask people if they want to marry in the future, this is an aspirational hope," says Johnson. "But by analyzing real-world UK data we have been able to estimate the likely economic impacts that nationwide gay marriage would have on the US economy during its first year, and that figure is just over one billion dollars (USD$1.042 billion)," Johnson says. "That is all-new consumer spending, and it would run throughout the US economy on wedding items such as rings, venue hire, catering, and of course the biggest ticket item - gay honeymoons."

Mark Elderkin, CEO of Gay Ad Network, the largest gay media network in North America, said: "This data helps broaden the traditional definition of gay and lesbian consumers, and provides insights into business opportunities that will be created as a result of legalizing gay marriage."

Out Now's Senior US Consultant, Mike Wilke, based in New York City, says that the economic impact of same-sex weddings looks set to increase. "The recent decision in New York makes this now look like a growing US trend, and this new economic activity is only going to increase as more of America adopts marriage equality - and what's good for the US economy benefits all Americans," says Wilke.

DATA SOURCE - Must be referenced fully as
"Out Now Global LGBT2020 Study " :


UK (Actual)

£22 million Rings
£26 million Ceremony venue
£35 million Reception
£47 million Honeymoon

US (Calculated - assuming nationwide legalization of gay marriage with same relative percent of population marrying in first year and spending at same levels as UK market, exchange rate- and population-adjusted. Adjusted at GBP£1.00 = USD$1.60 rate.)

$175 million Rings
$210 million Ceremony venue
$281 million Reception
$376 million Honeymoon
TOTAL: USD$1.04 Billion


69% - "Hope to enter into a Civil Partnership or marriage in the future"
8% - "Have already entered a Civil Partnership, or marriage"
15% - "Do not intend to ever enter Civil Partnership or marriage"
8% - "Other, please specify"

14.7 million -- Total US gay and lesbian population (Estimated 6% of US adults. Source: Yankelovich MONITOR Study, 1993.)
10.1 million -- Want to marry    
1.2 million -- Have had some form of marriage, or marriage-like (commitment or civil union) ceremony
2.2 million -- Intend never to marry
1.2 million -- Other

An estimated 38% of same-sex couples living in states that allow them to marry are currently married, compared to 12% in states that do not allow same-sex couples to marry (Source: Williams Institute/Harris Interactive Same-sex Couple Survey, 2010)

Ian Johnson, CEO, Out Now Global

US: +1-310-878 4878
UK: +44-(0)20-8123 5288
Mobile: +33-(0)6-47 880 555
Australia: +61-(0)2-8003 5253
Netherlands: +31-(0)6-2322 7354

The 'Out Now Global LGBT2020 Study' is a ten year program of market research and is the world's most comprehensive LGBT research project.

In 2011 the study is sampling gays, lesbians, bisexuals and transgender (LGBT) people in ten languages from 25 countries on six continents on many aspects of their lives. From LGBT travel and tourism patterns, lifestyle habits, consumer expenditure, incomes, spending, harassment, discrimination, employment and entertainment preferences - the LGBT2020 project is a groundbreaking project from Out Now.

In 2010 almost 40,000 respondents from around the world participated in the LGBT2020 study. In 2011 this number is expected to exceed 50,000 respondents.

More information is available at and .

Out Now is a global LGBT marketing agency that has for two decades been relied upon by the world's leading organisations to better understand the lives and concerns of lesbian, gay, bisexual and transgender people. Clients include IBM, Toyota, Lufthansa, Qantas, German National Tourist Office, Barclays Bank, National Australia Bank, Lloyds TSB Banking Group and Citibank.

Copies of the full reports from the LGBT2020 Study are available from Out Now.

The 'Out Now Global LGBT2020 Study' is the world's largest ongoing research study. In 2010 the study surveyed almost 40,000 LGBT people living in 18 countries and in 2011 the study is expanding to reach LGBT people living in 25 countries around the world, including India for the first time.

Unlike other gay and lesbian market research studies, LGBT2020 research is undertaken in the native language of the survey respondents - whether that be Japanese, Dutch, Spanish, German or English. In fact, the LGBT2020 research study samples consumers in ten different languages.

LGBT2020 is an exclusive project undertaken by the leading international LGBT marketing agency, Out Now Global.

In the US and Canada, LGBT2020 partners with Gay Ad Network - the category-leading gay media network, reaching over 6 million unique users per month across 300 popular LGBT websites, blogs and social networks. Ranked as the largest U.S. gay media property, Gay Ad Network provides online, mobile and video advertising services to global and national brands targeting the gay and lesbian market.

In the UK Out Now chooses to partner with Millivres Prowler, Europe's leading LGBT media company - publishers of DIVA, GT and

In addition to media partners, LGBT2020 networks extensively through social media, community organizations, LGBT community groups, employee resource groups and via mainstream media coverage to reach a more diverse LGBT sample than any other research in the world.

The LGBT2020 Study enjoys strong support from industry with sponsors including Lloyds TSB Banking Group, Delta Air Lines, Turespaña and German National Tourist Office.

Countries sampled in 2011 for the LGBT2020 research report now include: Argentina, Australia, Austria, Brazil, Canada, Chile, Ecuador, Estonia, France, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Netherlands, Peru, Poland, Portugal, Spain, South Africa, United Kingdom, United States, Uruguay.