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Media Consumption Across Gender

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Media Consumption Across Gender

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. American’s focus on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms media users go to by gender, and what they’re using them for. This research also dives deep into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Below are a several key insights we unearthed about media consumption by gender.

Fill out the form to view a sample from our research on attitudes and behaviors around Media Consumption by Gender.

Media Consumption by Gender

Social Media

Key Insight: Women visit social media sites to keep up with friends and family significantly more than men. However, women’s platform preferences vary by age.

About 9 in 10 women who use social media do so to keep in touch with family and friends. Overall, Facebook is the most popular platform for women staying in touch with people they know, but there are significant differences in platform preference between younger women (18-40) and older women (41-75). While 78% of older women primarily use Facebook as their main platform to stay connected with others, younger women use a more varied line up of platforms with their 2nd (Instagram) and 3rd (Snapchat) choices garnering substantially higher usage rates than older women’s respective preferences.

Women are More Likely to use Social Media than Men

​Visual Media

Key Insight: Compared to other consumers, younger women watch cable TV the least and stream video content the most.

While almost a third of older men and women still subscribe to cable and satellite TV, only about a quarter of younger women now pay for traditional TV services. While all groups are likely to use multiple visual streaming platforms to access the content their favorite content, younger women subscribe to more streaming platforms per person than both men their age and older consumers of any gender.

Younger Women are Using the Most Streaming Services

Audio Media

Key Insight: When choosing podcasts and radio shows, women prioritize relaxing content.

Over one third of women say they prefer podcasts that help them relax and forget about their worries. When it comes to choosing radio shows, even more women (43%) say that relaxation and providing a reprieve from worry is a primary consideration. In both cases, women are significantly more likely to use these criteria than men when selecting podcasts and radio shows.

Women Prioritize Podcast and Radio Shows that are Relaxing

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LGBTQ+ Consumer Media Consumption

LGBTQ+ Consumer Media Consumption

Optimize your brand’s connection with LGBTQ+ consumers by understanding where they consume media content, and why they go where they do. Keep reading for key insights on social media, visual entertainment, and audio streaming, with downloadable deck and webinar replay.

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. The time and attention spent on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.

    • Are they following specific topics?
    • Are they following influencers?
    • Are they looking for products to purchase?
    • Are they just killing time?
    • Is it device dependent?
    • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms LGBTQ+ media users go to, and what they’re using them for. The research also deep dives into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Fill out the form to view a sample from our research on attitudes and behaviors around LGBTQ+ Consumer Media Consumption.

LGBTQ Consumer Media Consumption

Social Media

Key Insight: LGBTQ+ consumers are more comfortable making new friends online and are more likely to use social media to find community.

Community is essential to understanding LGBTQ+ consumer behavior online. Social media allows LGBTQ+ Americans to connect with other people who understand what they are going through and who can offer support. Social media also provides members of the segment the ability to share their stories and learn more about their identities. Because of the benefits that social media offers them, LGBTQ+ Americans are more likely to make friends online than Non-LGBTQ+ Americans, and more likely to consider those friendships just as important as “in real life” friendships.

Online Community Poll

Visual Media

Key Insight: LGBTQ+ viewers of all ages use significantly more streaming platforms per person, on average, than Non-LGBTQ+ viewers.​

While all groups are likely to use multiple visual streaming platforms to access the content they want to see, LGBTQ+ Americans use more platforms. Younger LGBTQ+ viewers use the most streaming platforms out of all the groups. They are also least likely to say that they feel overwhelmed by the number of platforms available nowadays.

LGTBQ Steaming Use Poll

Audio Media

Key Insight: When choosing podcasts and radio shows, LGBTQ+ listeners are more likely to prefer those with hosts who share their sexual identities.​

Four in ten younger LGBTQ+ Americans and three in ten older LGBTQ+ Americans say that it’s very important for podcast and radio hosts to share their sexual identities, significantly more than Non-LGBTQ+ people. Shared gender identity is also important to about four in ten young Americans, both LGBTQ+ and Non-LGBTQ+. Shared identities are also important to LGBTQ+ Americans when choosing TV shows and movies to watch and influencers to follow on social media.

The Search for community online

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Multicultural Consumer Media Consumption

Multicultural Consumer Media Consumption

Optimize your brand’s connection with consumers across multicultural segments by understanding where they consume media content, and why they go where they do. Keep reading for key insights on social media, visual entertainment, and audio streaming, with downloadable deck and webinar replay.

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.

    • Are they following specific topics?
    • Are they following influencers?
    • Are they looking for products to purchase?
    • Are they just killing time?
    • Is it device dependent?
    • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions by providing granular insights across multicultural segments. Our research reveals the specific platforms American media users go to, and what they’re using them for. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Fill out the form below to access the Media Consumption in Diverse America ranked as part of our CultureRate research.

Media Consumption in Diverse America

Social Media

Key Insight: Across age cohorts, multicultural segments are more likely to engage in consumer journey behaviors on social media.

Not only are multicultural Americans more likely to use social media in the first place, they’re also more likely to be power-users, engaging with brands and products alongside friends and family. These relative differences are most pronounced for the 41+ Hispanic segment, where they uniquely over-index in finding new products, communicating directly with brands, finding coupons, and participating in competitions on social media.

Video Media

Key Insight: Black and Hispanic Americans are most likely to add subscriptions for specific content

Over half of Hispanic Americans, and about a third of Black and Asian Americans, listen to podcasts or radio shows in a non-English language. And for Hispanic and Asian consumers, the primary resource they use is social media, on platforms like YouTube and Twitch. Hispanic Americans also over-index on AM/FM radio, Spotify, and Pandora for non-English audio content.

Audio Media

Key Insight: For non-English radio shows and podcasts, social media and AM/FM radio are multicultural consumers’ go-to sources. 

Over half of Hispanic Americans, and about a third of Black and Asian Americans, listen to podcasts or radio shows in a non-English language. And for Hispanic and Asian consumers, the primary resource they use is social media, on platforms like YouTube and Twitch. Hispanic Americans also over-index on AM/FM radio, Spotify, and Pandora for non-English audio content.

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Fill out the form below to access the Top 20 Brands and Ads ranked as part of our CultureRate research.

Media Consumption Across Generations

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Media Consumption Across Generations

Optimize your brand’s connection with consumers across generations by understanding where they consume media content, and why they’re going there to do so. Keep reading for key insights and a downloadable deck on social media, visual entertainment, and audio streaming.

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.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions by providing granular insights across generations. Our research reveals the specific platforms American media users go to, and what they’re using them for. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Fill out the form to download an excerpt of our Media Consumption Across Generations presentation. Read below for key insights. 

Social Media

Key Insight: Influencers drive younger generations to social media just as much as keeping up with friends and family.

This is paramount to understanding Gen Z and Millennial behavior online. For instance, these generations tend to be much more commerce-focused on social media. This also unlocks insight on why specific sites are used. Instagram is the favored platform for keeping up with influencers, much more so than it’s being used to follow real life connections, like friends and family.

Gen Z Media Consumption Chart

Visual Media

Key Insight: “Single-show sign-ups” explain why younger generations, particularly Millennials, use so many platforms.

Gen Z and Millennials are especially particular about the content they consume. They know what they want, and they’ll go to greater lengths to get it. Even if it means subscribing to an entire streaming service just for one show. Movies and shows are a strong passion point for these generations, and their desire to be in-the-know on pop culture accelerates this behavior.

Streaming Service Subscription Chart

Audio Media

Key Insight: Millennials (the most enthusiastic podcast listeners) are busy with careers and kids, so they tune in while doing other tasks.

Almost three-quarters of Millennials listen to podcasts and radio shows while driving, studying, working, or doing chores. For them, it’s a way to use their time efficiently while also carving out some “me time” to listen to shows they like. In the car, AM/FM radio remains most common, with Spotify a strong runner-up. While multitasking generally, Millennials use a variety of platforms. Additions to their audio streaming repertoire include social media sites like YouTube and Pandora.

Audio Media Platform Preference Chart

Find the full set of research includes category-specific data across generations, as well as race, ethnicity, sexuality and gender, and searchable data on our Instant Insights tool–all available to members of Collage Group cultural intelligence platforms.

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Fundamentals of Generational Marketing: Passion Points

Fundamentals of Generational Marketing: Passion Points

Passion Points are the activities and areas of life people are deeply interested in.

They are the “things” that people prioritize when spending their time, money, and attention. They are concrete expressions of culture. This research offers brands and marketers important insights to win over consumers from all generational cohorts.

Learn more in this download from our “Engage Gen Z and Millennial Passion Points” presentation.

Engage Gen Z and Millennial Passion Points

What matters most to Boomers, Gen X, Millennials and Gen Z?

Our topline results show that consumers generally opt for TV and Movies, Music, and Food. Boomers and Gen Z consumers tend to have more fluctuations in their passions with higher peaks and lower valleys than Gen X and Millennials. Boomers are more likely to say they are interested in religion, while Gen Z over-indexes in music and games. Gen Xers often find themselves between Millennials and Boomers, such as their passion for traveling. 

Millennials, known for their love of new experiences, are significantly more interested in staying active than the older two generations.

Beyond these top-line results, we have much insight as to which generational cohorts over or under-index on various topics such as movies & tv shows, music, food and travel.

Here are four important data points from the study:

1. Movies & TV Shows

On the left, you see the favorite movie genres for the total population. Comedy and Action/Adventure are the overall winners. On the right, though, we see the responses of each generational cohort.

Gen Z and Millennials are more likely to prefer genres like horror (Gen Z), fantasy, and animation, including anime. Gen X and Boomers, however, are more likely to choose a drama, thriller, or science fiction option.

2. Music & Audio

Looking through the chart, you’ll see that the generations have distinct tastes in music genres – at least between older and younger generations. For the total population, Rock is most popular, with 42 percent of consumers saying it is in their top three music genres. But both younger generations under-index on rock music. Especially Gen Z, where only 25 percent say they choose rock. Gen Z and Millennials over-index on liking Hip-Hop and R&B and are more open to K-pop as well.

This is aligned with what we know about younger generations generally – they’re more racially and ethnically diverse, and this is reflected in their diverse music tastes as well.

3. Food

When it comes to food, one big question is whether American consumers consider themselves “foodies,” who prioritize taste and experiential eating, or “health nuts,” who prioritize nutrition and diets. 

Here, we see that more Americans consider themselves “Foodies” than “Health Nuts.”

We also see some interesting generational variation here.

On the left, we see that about half of Americans consider themselves “Foodies,” and that Millennials – at 61 percent – is more likely than all other generations to believe this.  And on the right, we see that less than a third of the total population considers themselves “health nuts.” Gen Z and Gen X consumers hold to that average, but the big differences lie between Millennials and Boomers. 

So far, we’ve seen a lot of trends hold to a younger vs older dichotomy, but when it comes to food-related identity, Millennials really stand out as being food-focused. Boomers are not as focused on considering themselves a foodie or a health nut. While most Americans call themselves “foodies,” Millennial Americans lead the “health nut” trend.

4. Travel

For many people, the main tossup is between domestic versus international travel.

On average at the total population level, consumers are pretty split between the two, but preference for domestic taking a slight lead.

However when we break the data down by generation, we see a pretty clear pattern amongst consumers. 

Younger people have a distinctly stronger desire to travel abroad – especially Gen Z, at 61%, they are significantly more likely than all other generations. Millennials are an even split. Older generations are where we see a stronger preference for domestic travel. Boomers are the most likely generation to prefer traveling within the US over traveling abroad – about three in four. Perhaps driven by a desire to stay closer to home.

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Fundamentals of Multicultural Marketing: Passion Points

Fundamentals of Multicultural Marketing: Passion Points

What matters most to American consumers across racial and ethnic segments? Collage Group's latest study covers major Multicultural Passion Points your brand can act on immediately.

What are Passion Points?

Passion Points are the activities and areas of life people are deeply interested in. They are the “things” that people prioritize when spending their time, money, and attention. They are concrete expressions of culture.

Collage’s Passion Point research offers deep insight into 8 Passion Points we know Americans care deeply about. This work offers brands and marketers important tools to win multicultural consumer segments.

To get you started, let’s look at some topline findings about the things that matter most across both segments and the Passion Points themselves.

1. Multicultural Consumers Want More Experiential Movie-watching

When we asked people if they like watching movies in theaters more than at home, and if they prefer “enhanced” movie experiences, like IMAX or 3D, less than half of the total population agreed. But it’s the Non-Hispanic White segment which is driving this low agreement. Multicultural segments were more likely to say they prefer watching movies in theaters, and that they prefer IMAX and 3D movie experiences.

When we double click into acculturation, we see that bicultural and unacculturated Hispanics are the ones really driving the Hispanic desire for theaters and enhanced movie experiences.  Acculturated Hispanic consumers are less likely to enjoy watching movies in theaters (42%H ; Bi: 54% ; Un: 63%H), or having an “enhanced” movie experience (41%H ; Bi: 56% ; Un: 56%).

2. Multicultural Consumers Have Distinct Tastes for Music Genres

Which genres are most popular across multicultural segments?

For the total population, Rock is most popular, with 42 percent of consumers saying it is in their top three music genres. But all three multicultural segments under-index on rock music. Especially the Black segment, where only 11 percent say they choose rock! What do these consumers listen to instead? 

For Black Americans, the answer is R&B – seven in ten Black consumers choose R&B over other genres. Black consumers are also most likely to listen to Hip-Hop, Jazz, Blues, Soul, and Gospel music.

For Asian Americans, the answer is Pop music – half of Asian consumers say they choose Pop over other genres. Asian consumers are also most likely to choose electronic and K-Pop music.

And for Hispanic Americans, the most popular music genre is Latin Pop, including Reggaeton. About a third of Hispanic consumers say they choose this genre over other options.

3. More Americans Consider Themselves “Foodies” Rather than “Health Nuts”

About half of Americans consider themselves “Foodies,” and the Black segment – at 56 percent – is more likely than non-Hispanic White consumers believe this.

We also see that while less than a third of the total population considers themselves “health nuts,” all multicultural segments are more likely than non-Hispanic White consumers to do so.

While only a quarter of White consumers are “health nuts,” over a third of Asian, Black, and Hispanic consumers are. With Unacculturated Hispanic consumers being the most likely, at 48 percent, compared to the other Hispanic Acculturation segments.

And while most Americans call themselves “foodies,” Multicultural Americans lead the “health nut” trend. 

4. Bicultural and Unacculturated Hispanic and Asian Americans Prefer to Travel Internationally

When we asked consumers to choose between traveling domestically or internationally, most of the Hispanic and Asian segments chose international travel. As you can see on the chart, only 48 percent – about half – of Hispanic consumers chose domestic travel, and even fewer – 38 percent – of Asian respondents opted for the U.S. option. Within the Hispanic segment, bicultural and unacculturated Hispanic Americans are more likely than their acculturated peers to prefer international travel.

The Black and Non-Hispanic White consumer segments, on the other hand, prefer domestic over international travel.

1. Multicultural Consumers Want More Experiential Movie-watching

Collage Group Passion Points Survey, January 2021 (18-75 population)

% agree

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > .95) from all other Hispanic Acculturation segments

2. Multicultural Consumers Have Distinct Tastes for Music Genres

Collage Group Passion Points Survey, January 2021 (18-75 population)

Multiselect, Max. 3

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > .95) from all other Hispanic Acculturation segments

3. More Americans Consider Themselves “Foodies” Rather than “Health Nuts”

Collage Group Passion Points Survey, January 2021 (18-75 population)

% agree

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > 0.95) from all other Hispanic Acculturation segments

4. Bicultural and Unacculturated Hispanic and Asian Americans Prefer to Travel Internationally

Collage Group Passion Points Survey, January 2021 (18-75 population)

Forced choice

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > 0.95) from all other Hispanic Acculturation segments

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