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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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Connect with Americans across Gender and Sexuality around the Holidays

Connect with Americans across Gender and Sexuality around the Holidays

LGBTQ+ Americans are especially excited about life getting back to normal so they can participate in public events and celebrate Pride. 

Our latest LGBTQ+ & Gender Holidays & Occasions webinar is an introduction and overview of our research stream that looks at the holidays and occasions that matter most to Americans across sexuality and gender. Read below for a few highlights from the presentation.

1. LGBTQ+ People Hold Significantly More Progressive Views on Marriage Proposals

Two-thirds of All Americans Believe that Women Can Propose Marriage to Men.

2. One in Two Men Enjoy Being the “Grill Master” at Barbecues.

Women are far less likely to enjoy being in charge of grilling duties.

3. Costumes and Costume Parties Play a Much Larger Role in the LGBTQ+ Community’s Halloween Celebrations.

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How LGBTQ+ Americans Engage With Family

How LGBTQ+ Americans Engage With Family

All Americans value family, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within LGBTQ+ people’s family lives to improve authentic representation and effective connection on the path towards Cultural Fluency.

Human beings are social by nature – this is universally true. No matter our background, we all crave connection. We value family and anchor our lives to our loved ones. Our research confirms that family matters to everyone but is experienced and expressed differently across segments and cultural backgrounds. Read below for several key insights on how LGBTQ+ people engage with family and then download the research for the full picture.

1. There are more LGBTQ+ families than ever before. In just the three years between 2016 and 2019, the number of married same-sex couple households in the United States increased by 61%, and same-sex unmarried partner households increased by 18%. More and more same-sex couples are also raising children.

2. LGBTQ+ people highly value representation of themselves and their families in media and advertising. Two thirds of LGBTQ+ Americans—significantly more than others— say it is important to them that advertisements represent families that look like theirs. And more than 40% of LGBTQ+ Americans want to see more non-traditional family structures represented in marketing content.

3. Every family has its struggles. Sadly, for LGBTQ+ people these struggles can stem from a lack of acceptance from their Non-LGBTQ+ family members. LGBTQ+ people are also significantly more likely to report that arguing about politics is an issue in their families, as well as not supporting each other’s interests and spending too much time distracted by technology.

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Consumer Spotlight: LGBTQ+ and Women Passion Points

Consumer Spotlight: LGBTQ+ & Women Passion Points

Collage Group’s LGBTQ+ & Gender research equips members with a “cultural toolbox” that provides deep insight into consumer segments, enabling brands to authentically engage and communicate with their audience.

One pillar of this cultural research is called Essentials, which gives a 360-degree view of the LGBTQ+ & Women consumer landscape, spread across two different types of content: Cultural Traits and Passion Points. The Cultural Traits are designed to provide you with high level Cultural Attributes and more specific Group Traits to understand critical personality characteristics for a given segment or generational cohort, sexuality, or gender.

The research below is from Passion Points, a study that focuses on the activities that Americans like doing and the interests and enthusiasms they have. If Cultural Traits are the drivers behind decision-making, Passion Points are what Consumers spend their time deciding on. Or as we say, Passion Points are “concrete expressions of culture.”

Movies

Nearly half of the LGBTQ+ segment consider themselves to be a “film buff.” That’s significantly higher than Non—LGBTQ+ by 14 percentage points.

This signifies a deep level of fandom and confidence in their knowledge base about films—focus on films as a serious hobby. This particular attitude may be driven by their passion for representation in storytelling.

When we asked people if they think of themselves as experts or movie buffs, women were significantly less likely to agree. Only one in three women consider themselves movie buffs, while four of ten men agree. This could have something to do with societal pressures on women to be less self-endorsing. They are less likely claim that they’re an expert, but this doesn’t mean that women are less passionate about movies and shows than men are.

Food

Since LGBTQ+ Americans are more likely to enjoy staying connected with celebrity news, they’re also more likely to receive their food inspiration from social media. 

In fact, 58% of LGBTQ+ say they get food inspiration from social media and follow food influencers like chefs or other people for recipes.

One interesting way that women’s interest in food differs from that of men is their interest in seasonal foods and drinks. Two thirds of women say their tastes changes throughout the seasons, significantly more than men. Whether this is looking for soups and hearty stews in the cold winter, or trying a special at a restaurant that features fresh summer vegetables, women are flexible and adventurous in their taste. This means that they’re often looking for new recipes, new foods and drinks to try. 

Keep your brand on the cusp of consumer intel with Collage Group's LGBTQ+ & Gender research. Fill out the form below to start a conversation about the benefits of membership.

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Reach Cultural Fluency Through LGBTQ+ Cultural Traits

Reach Cultural Fluency Through LGBTQ+ Cultural Traits

The LGBTQ+ community is growing, skews young, and has tremendous buying power in the U.S. (estimated at $1 trillion).

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How should your brand engage with a consumer segment that’s Social Minded? Fill out the form to see how we define Cultural Traits, and, what actions you can take to reach this rapidly growing audience.

 This key consumer segment includes at least 12 million American adults, a number likely to grow rapidly as American culture becomes more accepting of diverse sexual and gender identities. To capture the growth and influence of these consumers, brands and marketers must deepen their understanding of the LGBTQ+ consumer segment.

Across the last several years, Collage Group has been developing powerful new tools to help brands become more Culturally Fluent.  Our Cultural Traits are central to this effort. These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments.  Collage Group members use these tools to build more efficient general market campaigns, as well as more effective dedicated activations.

Cultural Traits are divided into two complementary methodologies:
 
• Cultural Attributes: Provides a broad and powerful cultural profile of target segments and individual consumers.
 
• Group Traits: Offers a detailed and nuanced look at cultural variation by “zooming in” on the way that cultural attributes are expressed within each segment.

You can learn more about the Cultural Traits for the LGBTQ+ segment, as well as in-market examples of brands activating on these insights by filling out the form above.

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LGBTQ+ & Gender Program Launch: Spotlight on Women

LGBTQ+ & Gender Program Launch: Spotlight on Women

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Watch a replay of the webinar and view the data from our most recent study on women consumers.

Watch a replay of the webinar.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable.  

As always, our research reflects a total market perspective, meaning that we will compare these segments to non-LGTBQ+ and men where applicable and relevant. In this special webinar presentation available to members and non-members alike, we reviewed our recent research on multicultural moms, as an indication of the content we will be generating on Women. 

Women are largely responsible for purchasing consumer staples, drive over 80% of consumer purchasing in general, effectively amounting to $7 trillion in expenditure, according to some estimates.

We have already generated ~150 pages of content covering insights on women as consumers for nine major industries, as well as unique cuts of data on social and political change, the importance of identity for women, and their expectations of brands. We have generated a similar amount of content for the LGBTQ+ community. 

In this presentation we highlight one analysis from our recent analysis of moms. 

We highlighted the power of our cultural traits modeling to “double click” into demographics to get a deeper understanding of cultural drivers.  Consider first this overarching comparison between women and men, noting that women are notably different in a few areas: higher on anxiety, lower on Exceptionalism and lower on adventurousness.

But before concluding gender identity is the driver, lets double click into Millennial and Gen X, comparing Moms and Non-Moms. 

Immediately we see that age must be factor as Millennial and Gen X women are notably higher on Exceptionalism than all women in general, whether Moms or Non-Moms

And motherhood must also be a factor as Millennial and Gen X Non-Moms are much lower on Compliance than their peers who are moms, and also all women in general.

Finally, we note that Hispanicity has significant effect on the profile as well.

Hispanic Moms are notablely lower in Anxiety and higher in Rootedness than any of other segments shown, including Hispanic Non-Moms.  This sequence of insights enables marketer to transcend stereotyping to identifying the meaningful variations and what might be driving them.

These charts provide a clear example of the power of our methods for measuring cultural variation, providing marketers with insights into ways that build authentic connection through culture.

In the coming months we will be publishing new findings on the Passion Points and Cultural Traits of this community.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

• Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

• Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits.

Our research will provide useful answers to brand questions, including:

Which ad themes and strategies resonate among these segments and why?

How do I engage the modern American woman?

What are the primary passion points for LGBTQ+ and women consumers?

How do LGBTQ+ and women consumers engage across consumer industries?

What are the latest socio-political trends among these segments?

How are Americans across gender and sexuality using social media and streaming platforms?

What are the latest health and wellness trends for women and LGBTQ+ consumers?

What has been the impact of COVID on consumer attitudes within these segments?

Learn more about Collage Group's multicultural, generational and LGBTQ+ research by filling out the form below.

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LGBTQ+ & Gender Program Launch: LGBTQ+ Spotlight

LGBTQ+ & Gender Program Launch: LGBTQ+ Spotlight

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Read below to access the presentation materials and webinar replay hosted on January 21, 2021.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable. 

As always, our research reflects a total market perspective, meaning that we will compare these segments to non-LGTBQ+ and men where applicable and relevant.

In this special webinar presentation available to members and non-members alike, we reviewed our recent research on the LGBTQ+ segment, a market estimated at $1 Trillion, or more.  We presented how we will be researching this crucial segment whose influence vastly exceeds its proportion in the population.  We have already generated ~150 pages of content covering LGBTQ+ insights for nine major industries, as well as unique cuts of data on social and political change, the importance of LGBTQ+ identity and the expectations of brands.

In this presentation we highlighted one analysis from our recent analysis of LGBTQ+ consumers with a focus on cultural attributes and Exceptionalism, based on our dataset of 14,000 American consumers.  

We revealed the link between Exceptionalism and the greater interest in the LGBTQ+ community in novelty, and self expression.  We also touched on the notably lower level of Rootedness in this population.

In the coming months we will be publishing new findings on the Passion Points and Cultural Traits of this community.   Stay tuned for the launch of gender research with an initial focus on Women consumers.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

•  Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

•  Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits

Our research will provide useful answers to brand questions, including:

•  Which ad themes and strategies resonate among these segments and why?

•  How do I engage the modern American woman?

•  What are the primary passion points for LGBTQ+ and women consumers?

•  How do LGBTQ+ and women consumers engage across consumer industries?

•  What are the latest socio-political trends among these segments?

•  How are Americans across gender and sexuality using social media and streaming platforms?

•  What are the latest health and wellness trends for women and LGBTQ+ consumers?

•  What has been the impact of COVID on consumer attitudes within these segments?

Fill out the form below to learn how we can help your brand achieve Cultural Fluency.

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Collage Group Launches LGBTQ+ & Gender Consumer Research Program

Collage Group Launches LGBTQ+ & Gender Consumer Research Program

Collage Group is incredibly excited to announce the launch of our LGBTQ+ & Gender consumer research program. Read below for additional information and stay tuned for more across the next few weeks.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable.  As always, our research reflects a total market perspective, meaning that we will compare these segments non-LGTBQ+ and men where applicable and relevant.

With new narratives and research streams dedicated to LGBTQ+ and women, member brands will be uniquely positioned to combine insight into these influential segments with the deep insights we already provide on Generational and Multicultural Segments.  The launch could not be more timely as consumers raise the bar on their expectations of brands in a time of profound cultural transformation.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

1. Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

2. Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits

Our research will provide useful answers to brand questions, including:

• Which ad themes and strategies resonate among these segments and why?

• How do I engage the modern American woman?

• What are the primary passion points for LGBTQ+ and women consumers?

• How do LGBTQ+ and women consumers engage across consumer industries?

• What are the latest socio-political trends among these segments?

• How are Americans across gender and sexuality using social media and streaming platforms?

• What are the latest health and wellness trends for women and LGBTQ+ consumers?

• What has been the impact of COVID on consumer attitudes within these segments?

Fill out the form below to learn more about membership.

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The Self-Aware Generation: How Gen Z Consumers Choose to Self-Identify

The Self-Aware Generation: How Gen Z Consumers Choose to Self-Identify
From sexuality to star signs, Gen Z self-identifies in more ways than older consumers. Here’s what brands need to know to activate on the many ways America’s youngest consumers self-identify.
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Gen Z has grown up in an increasingly diverse and polarized America. At the same time, social media continues to generate new universes of micro-communities, each creating new ways to self-identify. As a result, these young consumers embrace more and more what makes them different, as individuals, rather than what makes them the same as everyone around them.

Given the vast landscape of identities open to Gen Z, it is essential for brands to understand what, if anything, these young consumers do hold in common. Here are some key insights to get you started:

Fill out the form to view a sample from our research on consumer attitudes and behaviors around
Gen Z Essential Traits & Self-Identity.

1. Gen Z is the most self-aware of its status as a “generation”.

All individuals born from 1997 through 2012 can claim membership in Generation Z, which follows Generation Y, or the “Millennial” Generation. While there is not yet final consensus on whether Gen Z will receive such a title, we see tremendous interest within the generation in using whatever words are available for self-identification. Almost half of Gen Z consumers use their generational identity to describe themselves to others, with statistically significant differences from each of the other generational segments. With phrases like “ok boomer” and “zoomer humor” ever-present in the Gen Z lexicon, generational identity is very real for these youngest of adult consumers.

2. Gen Z is most likely to think sexuality is important to identity.

Today’s young consumers live in a world which not only accepts sexual identity, but also encourages individuals to celebrate and explore their own sexuality. Gen Z is the most likely generation to identify as part of the LGBTQ+ community,  and 1 in 5 Gen Z consumers say that sexuality is one of the most important aspects of their identities for self-description, with statistically significant differences from each of the other generational segments. Understanding the LGBTQ+ segment will only increase in importance for brands hoping to earn market share with this segment.

3. Gen Z continues the Millennial trend of embracing “alternative” sources of identity – astrology included!

While they’re not likely to be checking the morning papers for their daily horoscopes, roughly 2 in 5 Gen Z and Millennial consumers leverage the Western zodiac as a tool for self-identification. Apps and online resources allow consumers to gain hyper-personalized “insight” into their astrological identities through star charts and compatibility analysis with contacts who also use the same platforms. Additionally, the Gen Z meme ecosystem provides (often humorous) content which reinforces associations between star signs and individual personality. These webs of association also offer plenty of space for brands to make connections with their product offerings.

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Other Recent Gen Z Consumer Research Articles & Insights from Collage Group

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Who’s on My Side? Multicultural Perceptions of Polarization and Major U.S. Political Parties

Who’s on My Side? Multicultural Perceptions of Polarization and Major U.S. Political Parties
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Regardless of the outcome of the 2020 Presidential Election, many Americans will not feel as if America’s political parties truly represent people like them. Here’s what we know about whether multicultural segments think either Democrats or Republicans have their best interests at heart.

With America’s cultural transformation, all brands must pivot to reach and meet the needs of multicultural consumers. Political brands are no exception – so how well are these brands, more commonly known as parties, doing with America’s fastest-growing segments?

This October, we at Collage Group surveyed 2,372 Americans on a series of questions about the current state of U.S. politics. We sought to learn how multicultural segments approach the issue of political polarization, and, importantly, which groups of people they think the Democratic and Republican parties represent. From this, we learned to what extent each multicultural segment perceives the major parties as on “their” side, as well as serving the interests of a selection of other groups, including women, the LGBTQ+ community, and retirees.

At the topline level, the answers are largely to be expected: Americans see the Democrats as most likely to support the interests of multicultural segments. Indeed, Americans overall see the Republican Party as best serving the interests of “White People,” and Democrats the interests of the Hispanic, Black, and Asian communities.

But there are important nuances, including:

1. While a plurality of consumers sees the Democrats as better for certain constituencies, these numbers never reach a majority, even when considering segments traditionally thought of as being supported by Democratic platforms.

We find the greatest consensus when considering the LGBTQ+ community, for whom 43 percent of Americans see the Democrats as being the favored political party, with only 14 percent choosing the Republicans. For other segments, such as “parents,” the gap is far narrower, with 27 percent of consumers thinking Democrats are better for America’s parents, and 23 percent choosing Republicans.

2. Black Americans are the most likely segment to see Democrats as best serving not only Black communities, but also the interests of parents and retirees.

The affinity Black consumers have towards the Democratic party is more complex and nuanced than one might think. Over half (55 percent) of the Black segment sees Democrats as doing the most for Black communities, which is the strongest level of agreement for any racial/ethnic segment regarding any of the constituencies addressed. But Black consumers independently over-index on seeing Democrats as doing more for retirees (41 percent) and parents (38 percent).

3. Hispanic Americans, especially the Unacculturated segment, are least convinced that either major party does the most to serve the interests of immigrants.

While 43 percent of consumers see the Democrats as best serving the interests of the immigrant community, the Hispanic segment under-indexes here, at 35 percent. But it is not that they think Republicans are good for immigrants, as they under-indexing on that sentiment as well. Rather, Hispanic consumers are most likely to say that neither party serves the interests of the immigrant community. This is especially true for the Unacculturated Hispanic segment, of whom 30 percent see neither Republicans nor Democrats as supporting immigrants.

4. While three quarters of Americans are concerned about increasing political polarization, less than half of the Bicultural and Unacculturated Hispanic segments are concerned.

Only 46 percent of Bicultural Hispanic consumers, and 16 percent of the Unacculturated Hispanic segment, are concerned about the state of political polarization in the United States. We think there are three interrelated reasons for this. First, across a variety of subject areas we see Hispanic consumers expressing higher optimism than other segments. Second, Bicultural and Unacculturated Hispanic consumers are more likely to compare their experiences in the U.S. with those of their countries of origin, which, especially from their perspectives, are often worse when it comes to governance and the political process. Finally, many of these consumers are not citizens, and therefore may feel a lower personal stake in the in the American electoral system.

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