Understand and Embrace Multicultural Consumer Media Habits and Channels

Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.
Reading Time: 3 minutes

September 30, 2022
Elizandra Granillo – Analyst

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Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

Read on and fill out the form for an excerpt from our
Multicultural Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights across Multicultural segments on the specific platforms American media users go to, their media habits, and their preferences for media content. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Key Finding #1: Multicultural Americans Interact with Various Media Channels

Hispanic and Black Americans are most likely to follow influencers and celebrities on social media. They are also more likely to interact with different media categories (TV, Movies, Music, Books) via social media.

Black and Hispanic consumers are more likely to follow social media influencers

Context:

Hispanic Americans’ younger age and general tech-savviness are part of the reasons they are so dialed into using social media. Black Americans are often at the cutting edge of new trends in the areas of fashion, music, and television and social media is often the best forum to get information first.

Action Step:

    • Partner with emerging influencers and celebrities to appeal to Black and Hispanic Americans.
    • If your brand has a media component, offer ways for Black and Hispanic Americans to interact with it online (e.g., specific social media pages to follow a musician, author, or TV show).

Key Finding #2: Young Multicultural Americans Experience Culture through the Movies They Watch

All Multicultural Americans want diverse representation in the movies they watch, but Black Americans are the most likely to want this. The segment has particularly leaned into horror films.

Younger multicultural generations prefer authentic representation in movies

Context:

Movie genres, specifically ones like Horror, are an opportunity for Black Americans to explore their own histories in America in ways that not only appeal to the segment but also teach others about Black Americans’ history in this country.

Action Step:

    • Movie releases are a viable partnership opportunity for brands. When considering which movie release to partner with, prioritize those with diverse directing, casting, and culturally relevant plot lines.

Key Finding #3: Asian Americans and Unacculturated Hispanic Americans Are More Likely to Watch and Follow the News

While comedy is the most popular form of TV to watch, Unaccultured Hispanic and Asian Americans are more likely than others to watch and follow the news. International news and news that originates from their family’s country of origin are specific types of news the segments’ keep up with.

Asian and Hispanic consumers use international news to connect with their home countries

Context:

Hispanic and Asian Americans are culture-focused and maintaining ties to their heritage is important to them. Following international news is important for these segments who may be recent immigrants from another country or still have family in other parts of the world.

Action Step:

    • Recognize the value in advertising your brand on news channels or news “hours”, particularly to appeal to Hispanic and Asian Americans.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Elizandra Granillo

Elizandra Granillo

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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