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October 17, 2022
Alonzo Bailey – Data Analyst
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.
Collage Group’s 2022 Media Habits and Channels Study provides insights on the specific platforms LGBTQ+ Americans 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 Findings: Social Media
Context:
LGBTQ+ consumers are, on average, younger than non-LGBTQ+ Americans, which partially explains the segment’s heightened engagement with social media. This segment’s Proud and Communal Group Traits offer another clue about their appreciation of this channel. Online, they can be themselves, proudly present their identity, and find, and band with like-minded users.
As more seasoned social media users, LGBTQ+ consumers are more likely to have experienced both the ups and downs of social media firsthand.
Action Steps:
Key Findings: Movies and Television
Context:
LGBTQ+ viewers are drawn to streaming both by virtue of their digital nativity and thanks to the relative abundance of LGBTQ+-focused content released to or exclusively produced by streaming companies.
Movies and TV help partially fulfill their desire for social connection — both online and in real life — and their need to retreat from an antagonistic sociopolitical environment.
Action Step:
Key Findings: Music
Context:
Social media, including YouTube and audio streaming services, provide easy (and often free) access to a vast variety of music to today’s consumers. LGBTQ+ listeners, who are generally younger than other Americans, are especially well-positioned to take advantage of everything that the musical world has to offer.
Action Step:
Key Findings: Reading
Context:
LGBTQ+ consumers are partial to digital, on-demand content delivery systems, and this preference extends to books and other reading materials. But that doesn’t render print obsolete. Independently owned bookstores that serve the community as spaces for free-spirited living, connection, collaboration, and creativity continue to nurture these readers’ appreciation for physical books.
LGBTQ+ readers’ desire to shelter from reality with a book in hand is akin to their drive toward more escapist content in movies and TV. In the realm of books and graphic novels, this consumer segment can exercise their Proud Group Trait more freely and authentically.
Action Steps:
Alonzo is an Analyst on Collage Group’s Product & Content team. He is a 2019 graduate of Morehouse College. His previous experience includes business and psychological research at Johns Hopkins University – Carey Business School, Columbia Business School, and the University of Maryland.
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Understand & Embrace LGBTQ+ Terminology: A Pride Month Celebration
Authentically engaging and supporting the LGBTQ+ community is about more than saying the right word to refer to the right person, it’s about dignity and empathy.
Terminology is really a matter of respect: saying I see you, and I affirm your identity.
After attending this webinar, you will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to Cultural Fluency across many. Happy Pride!