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November 21, 2022
Jill Rosenfeld – Research Manager
Media is a major aspect of consumers’ everyday lives, and today’s media landscape is always changing. Technologies like the metaverse, augmented reality, and virtual reality, along with emerging trends in social media like influencer marketing, have the potential to change people’s everyday lives. For brands and advertisers across industries to succeed, they need to understand how people feel about these new technologies, their current usage rates, and if they are interested in using them in the future.
Collage Group’s 2022 study on emerging media provides insights across races, ethnicities, and generations on Americans’ behaviors around the metaverse, AR, VR, wearable smart devices, and NFTs. It also looks at newer and emerging social media platforms like TikTok and BeReal, and the power of influencer marketing.
Key Findings: The Metaverse
Context:
Millennial and Multicultural Americans, particularly Hispanic Americans, are keen to try new technologies as soon as they come out. For Millennials, they have grown up in an era of new tech adoption and now have relatively more resources to buy in to the new tech. Multicultural Americans often turn to technology to explore the world and their own culture, as well as the culture of others.
Many Americans expect brands to be more than just the products and services they offer. Black Americans especially want brands to step up on a host of issues. The lack of clarity still surrounding the metaverse makes it an important opportunity for brands to play a guiding role.
Entertainment holds the key to consumers’ current use (video games, digital concerts, experiences, etc.) and future appeal. Since the metaverse is still in an experimental development phase, entertainment is the most compelling reason for consumers to give the tech a try.
Action Steps:
Key Findings: AR, VR, and Wearable Devices
Context:
Many Americans may be unaware that they have used AR in their everyday life because they don’t relate the experience they had with the label of AR. As a result, the concept of “augmented reality” doesn’t have as much traction with consumers as the specific uses and platforms do.
Multicultural Americans, particularly Hispanic and Asian, have a strong passion for fitness. They are more likely to enjoy working out and a wearable device such as an Apple Watch or Fitbit allows them to stay connected to their fitness goals. But, while many Americans use their wearable for fitness, they are also glancing at their wearable throughout the day.
Action Steps:
Key Findings: Social Media and Influencers
Context:
TikTok is known for its “snackable” content, and the desire for Americans to see shorter videos aligns with why this platform became so popular to begin with. Shorter content gives viewers control over how much they watch. Even if they end up watching many videos, it still feels more manageable than committing to one, longer piece of content.
Consumers are savvy about influencer marketing, and partnerships with influencers who are transparent and trustworthy will feel more authentic to them. People don’t expect an absence of advertising on social media, but they do prefer it to be clearly identified as such.
Action Steps:
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!