Gay lifestyle website Gay.uk.net is linking up with MSN.co.uk in a move it believes will create a massive marketing opportunity for financial organisations.
It says the gay market is one of the most lucrative in the country and estimates it is worth £95bn. It says average earnings for gay men and women at £30,000 are significantly higher than the national average of £19,000. While average disposable income in the gay population is higher, as are ownership of pension plans and shares.
The website has also found gay and lesbian e-commerce activity outstrips non-gay web users. It believes that financial services companies could exploit this by looking at gaining greater coverage on the internet through advertising and sponsorship.
Gay.uk.net has signed up with MSN to become the main content provider to MSNs Love and Relationship channel, taking the gay lifestyle website in to mainstream web traffic.
MSN business marketing manager Matt Whittingham says: "MSNs latest poll showed that gay and lesbian e-commerce activity outstrips that of non-gay users. It is great to be able to offer content aimed at minority demographics like gay and lesbian groups. It means that in addition to our huge traffic volumes and extensive range of marketing products, marketers can use our marketing solutions to effectively target very specific audiences."