LGBT Industry, Sexual Minority Industry

In this series of reports, “LGBT Marketing Report 2021,” we regard each LGBT (lesbian, gay, bisexual, and transgender) people, who are seen as a social and sexual minority, as an individual “consumer” and analyze their consumption behavior and consumer intention. “Analysis of LGBT People as Consumers” is launched as the first volume of the series that includes of estimated size of LGBT population, trends of consumption expenses by LGBT people, and trends of SNS use by LGBT people. This is one of the few reports in Japan created from the viewpoint of “LGBT marketing.”

Research Target: People aged 20 to 59 years who live in Japan

Research Methodology: Online questionnaire survey

Research Period: November 2020

I. Basic data on LGBT

1. Ratio of LGBT people and estimated size of LGBT population
2. Human relationship between LGBT and non-LGBT people
3. LGBT people’s interest in foreign countries
4. Consumer confidence of LGBT people
5. Evaluation on self-ability of LGBT people
6. Things of value to LGBT people
7. Mentality of LGBT people

II. Trends of consumption expenses

1.  Amount of money that can be spent in one month
2. Expenses for eating out in one month
3. Expenses for clothes and fashion items in one month
4. Expenses for furniture and daily commodities in one month
5. Expenses for hobbies in one month
6. Expenses for culture and information collection in one month
7. Expenses for health maintenance and promotion in one month
8. Social expenses in one month
9. Expenses for leisure in one month
10. Expenses for investment and financial commodities in one month
11. Amount to save in one month
12. Expenses for domestic travel in one year
13. Expenses for international travel in one year

III. Trends of travel destinations

1. The most favorite place to travel in Japan
2. Types of places where the respondents like to visit
3. Countries where the respondents want to travel

IV. Trends of social networking services (SNS) use by LGBT people

1. LINE
2. Twitter
3. Facebook
4. Instagram
5. TikTok
6. Pinterest
7. YouTube

V. Summary of survey