Keyword: Yankelovich survey, Yankelvich data, demographics Date: Thu, 09 Jun 94 08:29:58 EDT From: Ken Sherrill Today's New York Times, page D1, finally publishes the long-rumored Yankelovich Monitor survey data on LGB consumers. Contrary to Big Lie propaganda, the mean household income among gay men is $37,400, compared to $39,300 for heterosexual men. Among lesbians, it was $34,800, ompared with $34,400 for heterosexual women. (Of course, lesbians are more likely to have more years of continuous employment and should benefit from greater seniority.) The lower income of the LGB sample stands in sharp contradistinction to its higher education: 14% attended graduate school, compared to 7% of heterosexual respondents and 49% -- as opposed to 37% -- attended any college. Thus, the LGB sample has higher education and lower income than the heterosexual sample. Other data appear in the table below. LGB sample Heterosexuals Attended any college 49% 37% Graduate School 14 7 Self-employed 18 11 Not under stress 2 11 Looking for new dep't stores 29 18 Looking for new mail order catalogs 15 9 Strongly agree that "we must all learn to deal with"techno- logical change. 39 23 Own a cellular telephone 15 9 Own a home fax machine 11 3 Have heard of "virtual reality" 38 19 Watch late night television50 39 Are going to movies more than last year 13 8 And 5.7 per cent of respondents described themselves as "gay/homosexual/lesbian Given that VRS, et al, found that the % increased dramatically with the inclu- sion of bisexuals in the questionnaire item, and given that the Times does not report the age distribution, these new data may well indicate that the old ten percent estimate is closer to the mark than many have thought of late.