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November 28, 2022
Giana Damianos – Senior Analyst, Syndicated Research
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 across generations 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 Findings: Social Media
Context:
Social media is both friend and foe for consumers today. It is a powerful enabler of connection across generations – on the younger end, it provides ways to find community and make new friends, and on the older end it’s a powerful way to reconnect.
But there are downsides too – younger generations feel the pressure of constant comparison that social media forces upon them, and consumers of all generations worry about safety and security.
Action Steps:
Key Findings: TV & Movies
Context:
The proliferation of mobile devices has driven demand for streaming platform subscriptions among younger consumers. The accessibility of smart phones, tablets, and laptops offers younger generations the opportunity to stream content on the go.
Further, younger generations’ changing tastes align better with what streaming platforms offer, compared to Boomers who still highly favor news and sports, which are better suited to live TV.
Action Steps:
Key Findings: Music
Context:
Music is a powerful comfort – and a powerful connector – across generations, but this is particularly true for Gen Z, a generation that craves human connection and relief from stress and anxiety.
Younger generations are passionate music fans overall, but while Gen Z tends to consume music more passively, their Millennial counterparts are more active in their passions – and like to go out to shows or live music venues.
Action Steps:
Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.
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