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October 18, 2022
Jill Rosenfeld – Research Manager
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 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. This report presents the data and insights through the gender lens.
Key Findings: Social Media
Context:
As women balance the positives and negatives of social media use, their Self-Caring Group Trait will likely guide them towards the types of interactions and platforms that justify their time, attention, and emotional investment.
Action Steps:
Key Findings: Movies and Television
Context:
Women’s Self-Directed Group Trait helps explain why many women would rather string together a series of TV episodes instead of going to the movies. Watching at home offers greater control over content, timing, and personal safety. But this is not reclusive behavior. Socialization is embedded in the viewing experience: from discovery to post-watch lowdown sessions with friends.
Action Step:
Key Findings: Music
Context:
Women lean into their Self-Care Group Trait by creating a safe and comfortable space in both physical and emotional places. In a fast-paced, news-cycle driven daily grind, busy women use music as a shortcut to respite.
While women’s relative disinterest in pursuing totally unique music interests is seemingly at odds with their Self-Directed Group Trait, it’s really a simple reminder that not every aspect of life demands the same investment of energy that’s required to assert one’s stance.
Action Step:
Jill is a Research Manager on Collage Group’s Cultural Insights team focusing on the LGBTQ+ and Gender membership. She is a graduate of the University of Michigan’s Gerald R. Ford School of Public Policy. In her spare time, Jill enjoys exploring Washington DC’s restaurant scene and practicing yoga.
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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!