Posts

Engage Small Business Owners in America

,
Engage Small Business Owners in America
Small businesses drive the American economy and their owners reflect the diverse cultures and perspectives of Americans. Read on for more information about how to connect with small business owners by understanding how they see themselves, their goals, challenges, and motivations for partnering with larger companies.

April 15, 2022
Jack Mackinnon – Director, Product and Content

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Nearly all private businesses in the U.S. are small businesses and 6 million of those companies have at least one paid employee. At the helm of all that economic heft is an owner who tends to be highly engaged in the day-to-day decisions of the business. As a result, small business owners make up an important segment with whom marketers and larger businesses should engage and build partnerships. In our recent Small Business Owners Study we look at small business owners’ identity (collective and by sub-segment), future outlook, operations, and relationship with larger companies. Read below for highlights of the study and download the deck for the full picture.

Read on and fill out the form for an excerpt from our Engage Small Business Owners in America presentation.

Key Insight #1: Identity

Small business owners, especially Hispanic, Black, and Asian American small business owners, describe themselves as being innovative, driven, and community-oriented. There is also a sense of shared culture among minority small business owners and a strong connection between Black small business owners and the communities where their businesses operate.

Implication:

Small Business Owners see themselves as innovative, driven, and community-oriented, so focus in on those attributes in your communication with the segment.

Key Insight #2: Outlook

Small business owners are confident that their business prospects are going to continue to improve over the next year. Hispanic and Black owners are especially optimistic about how their businesses are performing compared to last year and will perform into the next.

Implication:

Harness the positivity! Even though this hasn’t been an easy year, recognize Multicultural Small Business Owners’ positive sentiment and match it in your communications.

Key Insight #3: Operations

Small Business Owners are hands-on leaders that play a significant— if not complete role— when making operational decisions including benefits, finance, technology, etc.

Implication:

Address marketing communication directly to small business owners, themselves. Despite their busy and varied schedules, owners are usually at the heart of their company’s day-to-day decisions.

Key Insight #4: Support and Partnerships

Small Business Owners, especially multicultural owners, are looking for specific expertise in the areas of marketing, networking, and financing.

Implication:

Provide Small Business Owners assistance in marketing, networking, and finance via digital tools.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Multicultural Research Articles & Insights from Collage Group

Jack McKinnon

Jack Mackinnon
Director, Product and Content

Jack Mackinnon is a new addition to the Collage Group syndicated research team. He brings consumer insight expertise across Multicultural, Generations, and LGBTQ+ segments.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Start 2022 Strong with New Diverse Consumer Insights

, , , ,
Start 2022 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s an overview of the new reports we’re releasing in Q1 2022 and beyond that you’re missing out on. Contact us today for access:

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, including barriers to access, provider preferences, and more.

Small Business Owners in America

Learn how to connect authentically with America’s small business owners. This research gives you a look into the attitudes and behaviors of culturally diverse owners and includes action items to integrate marketing best practices for effective engagement.

LGBTQ+ Terminology​

Engage the LGBTQ+ community with a deeper understanding of changing expectations and trends in self-identification. Understand the meaning and preferences for terms like non-binary and intersex, and the nuances of personal pronouns. Dig deeper into the labels and/or identifiers each segment prefers and double-click by age, race/ethnicity, and gender when relevant.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand and ad.

New Launches in 2022

Also rolling out in 2022 are the launch of a new program and add-on module. More details on timing and content of these releases are coming soon.

Parents & Kids

In 2022, Collage Group will continue to expand our research into new territories. This includes a new research program exploring cultural variations in the attitudes and behaviors of parents and kids.

Medical Conditions

This add-on module for members who have a current demographic subscription will cover health care-related attitudes and behaviors of consumers with various medical diagnoses. The conditions and intersections covered will be released in February, but will likely include conditions such as chronic pain, depression, diabetes and more across race and ethnicity.  

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, Cultural Traits, Digital & Media and Category Essentials. Contact us to learn more about membership. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Most Americans (58%) Want Businesses to Engage in Social and Political Issues

,
Most Americans (58%) Want Businesses to Engage in Social and Political Issues

One in Four Gen Z Consumers Will Stop Buying from Brands That Do Not Take a Stance on an Important Issue

November 10th, 2021
Mollie Turner – Senior Director of Marketing

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses.

“Most Americans want brands to engage in social and political issues,” says David Wellisch, Collage Group CEO and Co-Founder. “The numbers are even more striking when we look by specific issues. For example, 85% of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact. And, then there’s the stick—we see younger Americans, bicultural Hispanics, and Black Americans are much more willing to penalize brands for non-action on issues they see as important.”

These are just a few of the many datapoints on shifts in American consumer behaviors since 2020 available in Collage Group’s America Now: How We Have Changed Since 2020 report. Research led by Chief Product Officer David Evans, Senior Director of Product & Content Bryan Miller, PhD, and Director of Product & Content Jack Mackinnon, unveils changes to diverse consumer attitudes at a key juncture in American history. The results come from a survey fielded in September 2021 of 3,785 Americans, representing Americans across race, ethnicity, generation, sexuality and gender.

Fill out the form to view a recording and download a sample from our research presentation, Multicultural America Now.

Multicultural America Now

Key insights illuminated in the research include:

  1. Most Americans (58%) Want Brands to Engage in Social and Political Issues
      • Stopping COVID-19, improving race relations and halting climate change are the top three social and political issues consumers want brands to support.
      • The majority (85%) of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact.
      • The majority (59%) of Americans believe corporations bear the responsibility of fighting climate change – not individuals.
      • The majority (55%) of consumers across all generations acknowledge the urgency of taking action on climate change.
  2. Race and Ethnicity is the #1 Way Multicultural Americans Self-Identify, Regardless of Race, Ethnicity, Gender, or Sexuality­
      • Race and Hispanic ethnicity are the most common self-descriptors for multicultural Americans, ranking higher than personality, age/life stage, country of origin, being American, sexuality, gender and more.
      • Multicultural Americans report an increased interest in buying from brands that support people of their racial and ethnic background—an ~11% increase on average in 2021 comes on top of a 2020 baseline of ~52% of consumers.
  3. Empathetic Gen Z Support Black and LGBTQ+ Americans Much More Than Older Generations (+15%)
      • The majority of Gen Z consumers wants brands to support women (56%) and Black Americans (55%).
      • Inaction is risky for brands with younger consumers, as 26% of Gen Z would stop using or buying a brand if it did not take a stance on an important issue.
  4. COVID-19 Worries Remain for Two-Thirds of Americans, and Their Concern Is Tied Primarily to Economic Factors (64%)
      • Nearly two-thirds of Americans are still concerned about COVID-19, with Asian Americans feeling the most concern at 72%, up 4% since 2020.
      • Most Americans (64%) are concerned they may not have enough money to keep up with monthly expenses; Hispanic Americans are the most concerned with 3 in 4 (74%) citing the concern.
  5. Many Multicultural Americans Have Reprioritized What Matters Most to Them vs. One Year Ago
      • Multicultural Americans say being happy and healthy (41%), saving money (33%) and supporting family and community (27%) are now their top priorities.
      • The majority (54%) of Hispanic Americans say being healthy and happy is much more important to them today than it was one year ago.

“Engaging authentically with an increasingly diverse America can be hard, and missteps are easy,” says David Wellisch. “But our research illustrates that not engaging is not an option, especially during challenging times. This is consumer expectation.”

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Gen Z Research Articles & Insights from Collage Group

Mollie Turner

Mollie Turner
Senior Director of Marketing

Mollie Turner is the Senior Director of Marketing at Collage Group where she leads growth, engagement and brand initiatives. She is a seasoned marketing and communications executive, with 20 years of experience spanning B2B, non-profit and agency roles across various industries.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Close 2021 Strong with New Diverse Consumer Insights

, , , ,
Close 2021 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s a sampling of our latest reports that you’re missing out on. Contact us today for access:

America Now

Transform change into opportunity. This deep dive report explores changes to diverse consumer attitudes at a key transformational moment. Learn where there is no going back and build strategy for the future.

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, from conceptions and wellbeing, barriers to access, provider preferences, and more.

Digital Media Consumption

Discover how Americans are consuming media / social media content and the evolution across consumer segments. These reports explore use of streaming services, non-English languages, and much more. Learn more in samples of our Digital & Media reports on race/ethnicity, generation and sexuality.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand or ad, which includes recommendations for a path forward to improve the rankings.

Category Essentials

Access semi-annual reports to keep up with America’s diverse consumers across race/ethnicity, age, sexuality and gender. These reports evaluate consumer attitudes and behaviors across 12 different consumer goods industries. New reports will be released that dig deeper into apparel and travel and hospitality.

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, and Cultural Traits. Contact us to learn more about membership. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

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

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Travel & Hospitality: Five Key Insights for Engaging Multicultural Consumer Preferences

, , ,
Travel & Hospitality: Five Key Insights for Engaging Multicultural Consumer Preferences

As a second pandemic summer comes to an end, many Americans are planning their holiday travel amidst consistent and lasting changes to their preferences and expectations of the travel and hospitality industries. For marketing and consumer insights professionals in travel and hospitality, understanding these shifts in diverse consumer behavior is vital to improving short- and long-term brand engagement strategies.

Collage Group’s latest Passion Points research unveils how American consumers across racial and ethnic segments engage with travel, and which segments care most deeply about this important aspect of American life. 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. And they are concrete expressions of culture.

Brands apply Passion Points to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Point research provides critical insight for understanding which activations will be most successful.

Download an excerpt of our research for travel-related attitudes and behaviors marketers and insights leaders can use to connect with diverse America. And read below for five key insights for engaging multicultural consumer travel preferences.

Fill out the form to view a sample from our research on consumer attitudes and behaviors around Travel & Hospitality.

Passion Points - Travel

1. Most Americans are Eager to Travel

While many Americans remain concerned about the safety and health of traveling amidst the pandemic, most Americans are eager to travel, with Acculturated Hispanic and Asian Americans leading the pack at 74%.

Most American are Eager to Travel after COVID-19

2. And More than Half of Americans Want to See the World

Despite a preference for traveling domestically, 55% of Americans say they have a strong urge to see the world, with Black and Asian consumers saying they are most interested in traveling abroad.

Many Americans Report a Strong Urge to see the World

3. 1 in 3 Americans Have a Favorite Travel Destination

Many Americans may already know where they want to travel. While one-third of Americans say they have a preferred vacation or travel destination, Black consumers are the least likely – at 23%.

One in three Americans have a favorite travel destination

4. Consumer Preferences for How They Travel Vary Across Race and Ethnicity, and Asian Americans Enjoy Flying the Most

The experience of flying is most enjoyed by Asian Americans (63%), while less than half of Hispanic consumers say they enjoy the experience. However, Hispanic consumers show great variation in their preference for flying across acculturation levels.

Asian Americans most enjoy the experience of flying

5. And a Large Majority of Consumers Enjoy Road Trips

Many Americans may be taking to the roads for holiday travel, as more than 75% say they enjoy road trips. Make sure not to miss the extreme variations across Hispanic acculturation: Unacculturated Hispanics are the least likely to enjoy the road (15%), while acculturated Hispanic consumers prefer this method of travel (78%).

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

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.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

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

Revealed: Top 20 Ads and Brands Resonating Across Diverse America

,
Revealed: Top 20 Ads and Brands Resonating Across Diverse America

Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands in our analysis of more than 500 brands and 200 ads across the last 18 months.

Collage Group is pleased to unveil our rankings of the more than 500 brands and 200 ads evaluated as part of our extensive CultureRate:Brand and CultureRate:Ad database. Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands, while Dove, National Geographic, Oreo and Campbell’s produced the most Culturally Fluent ad creative.

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

Top Ten Ads and Brands

The research includes more than 20 industries across 100 subcategories, and is organized into 10 broad sectors, including: Alcoholic Beverages, Automotive, Education, Financial Services & Banking, Food & Beverages, Health & Wellness, Household Products, Media & Telecom, Personal Products, and Retail & QSR.

The rankings follow the release of new U.S. Census data that shows America is much more racially and ethnically diverse than ever. For example, the multiracial population (individuals reporting more than one race) jumped 276% over the past decade—from 9 million in 2010 to 33.8 million in 2020.

“Consumers are expecting more of brands as cultural transformation of the American consumer accelerates,” says David Wellisch, Collage Group Co-Founder and CEO. “Given the rapidly changing demographic landscape, a deep understanding of cultural resonance and its drivers is an essential capacity to create a winning brand strategy in diverse America.”

Collage Group’s proprietary measurement and benchmarketing tool, CultureRate, offers brands a superior way to measure brand and ad Cultural Fluency–the organizational ability to use culture to efficiently and effectively connect across consumer segments.

CultureRate research centers on a key metric referred to as the Cultural Fluency Quotient (CFQ). CFQ scores are designed specifically to measure cultural resonance across segments for both brands (B-CFQ) and ads (A-CFQ). Researchers developed the measurement by testing 20 distinct components scores in multiple combinations to accurately measure cultural resonance while providing predictive insight into higher purchase intent and brand favorability. CFQ scores provide marketing and insights professionals with a tool to gauge their brand or ad cultural fluency and evaluate the competitive landscape.

Top Ten Brands for Cultural Fluency* include:


1.   Lysol

2.   Netflix

3.   YouTube

3.   M&M’s

3.   Clorox

4.   Band-Aid

4.   Dawn

5.   Google

6.   Amazon

7. Hershey’s

Top 15 Ads for Cultural Fluency* include:


1.   Dove: All Hair is Beautiful

2.   Oreo: Stay Home, Stay Playful

2.   National Geographic: Reimaging Dinosaurs

2.   Dove: Skin Stories

2.   Lysol: Questions Need Answers

3.   Frito-Lay: Let’s Summer

3.   Campbell’s: Snowbuddy

3.   Disney: Magic is Here

4.   Tropicana: Breakfast Across America

4.   Dunkin’: Welcome to Dunkin’

4.   Clorox: Caregivers – Bodega

4.    Subaru: Crosstrek Girl Trip

4.   Coca-Cola: History Shakers

4.   McCormick: Taco Night

4.   Cascade: Do It Every Night With Cascade Platinum

*Only brands with an average awareness of over 60 respondents per segment are included to avoid low sample issues. Several brands and ads tied for the top rankings. Collage Group’s CultureRate Explorer tool includes all rankings.

CFQ reports ranking the top brands and ads are now available for each major industry in Collage Group’s CultureRate Explorer tool, with deep dive reports available exclusively for subscribers of Collage Group’s cultural intelligence platforms. Each deep dive report includes overall category CFQ rankings by consumer segment and acculturation levels, as well as Cultural Reach scores that show how many segments with whom an ad or brand is resonant. Where a robust sample is available, sub-category rankings are also included.

“These reports are just one of the many ways Collage Group supports its members,” says David Evans, Collage Group Chief Product Officer. “When coupled with Cultural Traits, Passion Points and the combined 78 million insights in our cultural intelligence platform, more than 200 of America’s leading brands are leveraging CultureRate to effectively and efficiently leapfrog competitors to engage and win America’s diverse consumers.”

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Media Consumption Across Generations

,
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.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Wine Consumption and Trends Among Millennials

Now that nearly all millennials are 21, we dig in to how they perceive and consume wine, as part of our larger study on millennial alcohol consumption.  Learn how they compare to older generations, and discover their drinking habits and overall attitudes.

Read more