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Metaverse, TikTok, AR – Best Practices for Engaging Diverse Consumers in Media

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Metaverse, TikTok, AR – Best Practices for Engaging Diverse Consumers in Media
Learn how Americans across races, ethnicities, and generations engage with emerging technology and media, including the metaverse, AR, VR, emerging social media platforms, and influencers.

November 21, 2022
Jill Rosenfeld – Research Manager

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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.

Read on and fill out the form for an excerpt from our
Best Practices for Engaging Diverse Consumers in Media presentation.

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

    • Millennials, alongside Hispanic and Black Americans are more likely to have tried the metaverse and to believe it is for people like them.
    • 1 in 2 Americans want to learn more about the metaverse and they want brands to play a role in that education. This desire is particularly strong for Black Americans.
    • Entertainment is the most popular reason Americans are interested in the metaverse today. This is particularly true for Black and Hispanic Americans.

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:

    • Develop your metaverse marketing strategy with early adopters – Millennial and multicultural consumers- in mind.
    • During this early phase of the metaverse, take steps to educate consumers about this emerging technology. This can include specific information on what is and isn’t considered the metaverse, the promise the technology holds, and what consumers can expect from your brand on the metaverse.
    • When connecting with Americans on the metaverse, prioritize entertainment experiences. Sponsoring a concert or sports game on the metaverse will be a way to tap into the many Americans who want to use the platform for these experiences.

Key Findings: AR, VR, and Wearable Devices

    • Americans are still not using AR or VR technology at high rates, although many are likely using AR without knowing it.
    • Asian and Hispanic Americans are most likely to use wearable devices. Health and fitness is the leading reason to use these devices, particularly for Asian Americans.

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:

    • Don’t get caught up in labeling the technology your brand offers. Many are enjoying the experience they are getting from this technology, even if they don’t use the terminology.
    • Make marketing “glanceable” so that emails and newsfeeds can work in the small screen of the wearable as well.

Key Findings: Social Media and Influencers

    • Short content is the star of social media platforms, and that is especially true for TikTok. Americans lean into short videos whether they are on TikTok for just a few minutes or way longer.
    • While most Americans think that marketing coming directly from brands is more trustworthy than an influencer, they also find influencers and content creators to be trustworthy sources of information.

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:

    • When advertising on TikTok, keep it “snackable” and deliver videos less than one minute in length.
    • When partnering with a content creator on social media, select those that are authentic and trustworthy including offering transparency and honesty in their decisions and potentially going out of their way to combat misinformation.
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Other Holidays & Occasions Research Articles and Insights from Collage Group

Jill Rosenfeld

Jill Rosenfeld
Research Manager

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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Winter Holidays: Key Insights and What Brands Need To Know

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Winter Holidays: Key Insights and What Brands Need To Know
Learn how American consumers across racial and ethnic segments prepare for and celebrate the winter holiday season.

October 24, 2022
Elizandra Granillo – Analyst

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Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

Read on and fill out the form for an excerpt from our Multicultural Holidays & Occasions presentation.

Holidays and occasions are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Day of the Dead, Thanksgiving, Christmas and Kwanzaa are some of the key winter holidays brands need to understand to fully capture diverse America’s attention. Collage Group helps marketers and insights leaders connect around this holiday by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and celebrate these holidays. These insights allow for more efficient and effective activations that capture greater mind and market share.

Key Insight #1:

Half of Hispanic Americans celebrate Día de los Muertos, and Bicultural and Unacculturated Hispanic Americans are most comfortable with brands activating on this holiday.

Key Insight #2:

Most Americans celebrate Thanksgiving, and most Multicultural consumers incorporate non-traditional foods into their Thanksgiving celebrations.

Key Insight #3:

 Hispanic and Asian American segments are more likely to say their Christmas celebrations go beyond “typical” American traditions.

Key Insight #4:

Kwanzaa is a popular holiday, celebrated by many Black Americans.

Key Insight #5:

Black Friday and Cyber Monday are popular for Black and Asian Americans as a kick-off to holiday shopping.

What can my brand do to activate on a winter holiday?

    • Focus on authenticity, particularly if you are activating on a holiday that is celebrated by a specific racial or ethnic segment like Dia de los Muertos and Kwanzaa. Depending on your brand, this can include a simple celebratory message on social media pages, helping to educate the broader community about the holiday, or partnering with in-segment content creators to tell their own personal stories related to the holiday.
    • Highlight what is non-traditional about traditional American holidays. Thanksgiving and Christmas are celebrated across racial and ethnic segments, but many Multicultural Americans have their own traditions based on their heritage and upbringing. Showing the range of how Americans celebrate will appeal to many Americans, particularly those who are Multicultural, and who have different ways of celebrating.
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Other Holidays & Occasions Research Articles and Insights from Collage Group

Elizandra Granillo
Analyst

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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There's a world of Data Insight Opportunity just for you

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Understand and Embrace Women’s Media Habits and Channels

Understand and Embrace Women’s Media Habits and Channels
Learn how women engage with media, including social media, movies, TV shows, music, reading, and podcasts.

October 18, 2022
Jill Rosenfeld – Research Manager

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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.

Read on and fill out the form for an excerpt from our
Women Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights on the specific platforms Americans 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. This report presents the data and insights through the gender lens.

Key Findings: Social Media

    • Social media serves as one of the keys to discovery and social connection. Women use online platforms to explore their personal interests and passions and stay in touch with their loved ones.
    • Women are slightly less concerned than men about the negative impact of social media on society. However, they are much more wary when it comes to personal priorities, like safety and privacy.

Context:

As women balance the positives and negatives of social media use, their Self-Caring Group Trait will likely guide them towards the types of interactions and platforms that justify their time, attention, and emotional investment.

Action Steps:

    • Be an empathetic, encouraging, and responsible owner of your social media channels. Content moderation and safety guidelines are paramount.
    • To amplify your brand’s presence in the noisy social media environment, sponsor or co-brand with popular social media content creators who appeal to women specifically.  As women seek inspiration and discovery online, your brand’s proximity can help boost lead generation.

Key Findings: Movies and Television

    • Women are not as enthusiastic about movies as they are about TV shows. Instead of watching a movie in a theater or even at home, many prefer binge-watching their favorite show.
    • There are notable genre preferences by gender. Across media, women enjoy comedy, drama, and suspense or thrillers more than men do. Meanwhile, action or adventure and sci-fi are more suited to men’s tastes in movies and TV.
    • Personal recommendations are the leading source of new content discovery for women. These viewers are also delighted to discuss movies and shows they watch with loved ones.

Context:

Women’s Self-Directed Group Trait helps explain why many women would rather string together a series of TV episodes instead of going to the movies. Watching at home offers greater control over content, timing, and personal safety. But this is not reclusive behavior. Socialization is embedded in the viewing experience: from discovery to post-watch lowdown sessions with friends.

Action Step:

    • Advertisers must collaborate with streaming TV providers to finetune technical ad execution to the streaming environment. The goal is a more seamless, subtle, and streaming-native ad experience.
    • Use the power of social listening and cultural trend insights to inform your brand’s creative strategy. Word of mouth and user-generated content related to popular movie and TV releases can be a powerful draw of women’s attention.

Key Findings: Music

    • For women, music is self-care. They often put on tunes to relax or lighten the load of their chores; they sing and dance along, which also helps lift their spirits.
    • Women are also less inclined to feel the pressure of developing or showing off their unique taste in music. Instead, they are more likely to go along with what’s currently popular.

Context:

Women lean into their Self-Care Group Trait by creating a safe and comfortable space in both physical and emotional places. In a fast-paced, news-cycle driven daily grind, busy women use music as a shortcut to respite.

While women’s relative disinterest in pursuing totally unique music interests is seemingly at odds with their Self-Directed Group Trait, it’s really a simple reminder that not every aspect of life demands the same investment of energy that’s required to assert one’s stance.

Action Step:

    • Be an extension of the listening experience, not a nuisance. Since desire to relax and recharge sets women’s listening experience apart, strive to match your tone, pace and the decibel level of the content that your ad or branded message may interrupt.
    • When designing your brand’s musical expression, lean into popular and trending tracks that have broad appeal. These will have a greater chance of resonating with women than more niche tunes will.

Key Findings: Reading

    • Despite the mainstreaming of digital and audio book formats, women still prefer the sensory experience of reading a print book. By extension, they’re also more likely to browse physical bookstores.
    • Women are drawn to fictional storylines, including novels, which lend themselves well to what women are looking for in a book: escape, relaxation, and entertainment.

Context:

Deep down, women’s attachment to physical print books is likely an expression of their desire for self-care. Book-in-hand, she can’t do chores or drive the carpool. A book provides the ultimate me-time, protected from external demands, expectations, or distractions. And preference for escapist, yet entertaining narratives is yet another manifestation of the Self-Caring Group Trait.

Action Steps:

    • Use brick-and-mortar bookstores and other retail locations as standalone media channels. Seize the opportunity to serendipitously get your brand’s message in front of consumers naturally primed for purchase.
    • Brands and products should aim to enhance women’s reading experiences and create a quiet retreat from the world.
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Other Recent Women's Research Articles and Insights from Collage Group

Jill Rosenfeld

Jill Rosenfeld
Research Manager

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 and Embrace LGBTQ+ Consumers’ Media Habits and Channels

Understand and Embrace LGBTQ+ Consumer Media Habits and Channels
Learn how LGBTQ+ American consumers engage with Media, including social media, movies, TV shows, music, reading, and podcasts.

October 17, 2022
Alonzo Bailey – Data Analyst

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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.

Read on and fill out the form for an excerpt from our
LGBTQ+ Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights on the specific platforms LGBTQ+ Americans 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

    • LGBTQ+ consumers are social media power users. For them, social media is one of the keys to discovery, self-expression, and community.
    • Their active social media use comes at a cost: LGBTQ+ social media users worry about the physical and emotional safety risks and the spread of anti-LGBTQ+ discourse on this digital channel.
    • Still, social media serves as connective tissue for their personal interests and passions: They seek inspiration, discover new media and entertainment content, and connect with other people who have similar interests and life experiences.

Context:

LGBTQ+ consumers are, on average, younger than non-LGBTQ+ Americans, which partially explains the segment’s heightened engagement with social media. This segment’s Proud and Communal Group Traits offer another clue about their appreciation of this channel. Online, they can be themselves, proudly present their identity, and find, and band with like-minded users.

As more seasoned social media users, LGBTQ+ consumers are more likely to have experienced both the ups and downs of social media firsthand.

Action Steps:

    • To reach and engage with LGBTQ+ and younger audiences, build your brand social media presence on more “niche” platforms and look for opportunities for influencer collaborations.
    • Facilitate authentic peer-to-peer and consumer-to-brand interaction on your social media channels. Prioritize inclusive design to better engage with this audience.
    • Be an empathetic, encouraging, and responsible owner of your social media channels. Content moderation and safety guidelines are paramount.

Key Findings: Movies and Television

    • Streaming TV is LGBTQ+ viewers’ preferred way to watch television. Over-the-top streaming services offer on-demand access to the content they might not find elsewhere.
    • On-screen and behind-the-camera representation is extremely important to consumers in this segment. They seek authentic stories about people who share their life experiences, and they champion creatives from other underrepresented groups (e.g. women, people of color).
    • This segment is more likely to appreciate video content for its entertainment value. Genres like animation, horror, and reality TV offer LGBTQ+ viewers a temporary escape from reality. They also value movies and TV shows that drive interactions with others — online and off.

Context:

LGBTQ+ viewers are drawn to streaming both by virtue of their digital nativity and thanks to the relative abundance of LGBTQ+-focused content released to or exclusively produced by streaming companies.

Movies and TV help partially fulfill their desire for social connection — both online and in real life — and their need to retreat from an antagonistic sociopolitical environment.

Action Step:

    • Prioritize streaming in your media budget.
    • Use this segment’s unique genre preferences to produce more resonant creative content.
    • Tap into social media groups and fandom to keep pace with what’s trending for this consumer group.

Key Findings: Music

    • LGBTQ+ consumers are music super fans. From soundtracking mundane daily tasks to spontaneous dance parties or organized music events and festivals — LGBTQ+ listeners are there for it all.
    • Streaming audio services and social media are the key sources of music discovery for LGBTQ+ consumers.

Context:

Social media, including YouTube and audio streaming services, provide easy (and often free) access to a vast variety of music to today’s consumers. LGBTQ+ listeners, who are generally younger than other Americans, are especially well-positioned to take advantage of everything that the musical world has to offer.

Action Step:

    • To better connect with LGBTQ+ consumers through music, find the synergy between their favorite music and video content genres and extend the reach through social media.

Key Findings: Reading

    • Reading may not be Americans’ favorite pastime, but more than a third of LGBTQ+ consumers read at least a few times a week. They are also more likely than their non-LGBTQ+ peers to listen to audiobooks.
    • LGBTQ+ readers pick up a book in search of relaxation, escape from reality, or a chance to use their imagination.

Context:

LGBTQ+ consumers are partial to digital, on-demand content delivery systems, and this preference extends to books and other reading materials. But that doesn’t render print obsolete. Independently owned bookstores that serve the community as spaces for free-spirited living, connection, collaboration, and creativity continue to nurture these readers’ appreciation for physical books.

LGBTQ+ readers’ desire to shelter from reality with a book in hand is akin to their drive toward more escapist content in movies and TV. In the realm of books and graphic novels, this consumer segment can exercise their Proud Group Trait more freely and authentically.

Action Steps:

    • Examine your print ad placement and prioritize print publications specifically targeted at the LGBTQ+ community.
    • Find inspiration for your creative campaigns in popular, trending books as well as LGBTQ+ consumers’ preferred genres.
    • Leverage the power of smaller influencers and online book fandoms to better connect with this consumer group.
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Other Recent LGBTQ+ Research Articles and Insights from Collage Group

Alonzo Bailey

Alonzo Bailey
Data Analyst

Alonzo is an Analyst on Collage Group’s Product & Content team. He is a 2019 graduate of Morehouse College. His previous experience includes business and psychological research at Johns Hopkins University – Carey Business School, Columbia Business School, and the University of Maryland.

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Understand and Embrace Multicultural Consumer Media Habits and Channels

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Understand and Embrace Multicultural Consumer Media Habits and Channels
Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.

September 30, 2022
Elizandra Granillo – Analyst

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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.

Read on and fill out the form for an excerpt from our
Multicultural Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights across Multicultural segments 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 Finding #1: Multicultural Americans Interact with Various Media Channels

Hispanic and Black Americans are most likely to follow influencers and celebrities on social media. They are also more likely to interact with different media categories (TV, Movies, Music, Books) via social media.

Context:

Hispanic Americans’ younger age and general tech-savviness are part of the reasons they are so dialed into using social media. Black Americans are often at the cutting edge of new trends in the areas of fashion, music, and television and social media is often the best forum to get information first.

Action Step:

    • Partner with emerging influencers and celebrities to appeal to Black and Hispanic Americans.
    • If your brand has a media component, offer ways for Black and Hispanic Americans to interact with it online (e.g., specific social media pages to follow a musician, author, or TV show).

Key Finding #2: Young Multicultural Americans Experience Culture through the Movies They Watch

All Multicultural Americans want diverse representation in the movies they watch, but Black Americans are the most likely to want this. The segment has particularly leaned into horror films.

Context:

Movie genres, specifically ones like Horror, are an opportunity for Black Americans to explore their own histories in America in ways that not only appeal to the segment but also teach others about Black Americans’ history in this country.

Action Step:

    • Movie releases are a viable partnership opportunity for brands. When considering which movie release to partner with, prioritize those with diverse directing, casting, and culturally relevant plot lines.

Key Finding #3: Asian Americans and Unacculturated Hispanic Americans Are More Likely to Watch and Follow the News

While comedy is the most popular form of TV to watch, Unaccultured Hispanic and Asian Americans are more likely than others to watch and follow the news. International news and news that originates from their family’s country of origin are specific types of news the segments’ keep up with.

Context:

Hispanic and Asian Americans are culture-focused and maintaining ties to their heritage is important to them. Following international news is important for these segments who may be recent immigrants from another country or still have family in other parts of the world.

Action Step:

    • Recognize the value in advertising your brand on news channels or news “hours”, particularly to appeal to Hispanic and Asian Americans.

Key Finding #4: Across Multicultural Segments, Music Tied to Cultural Heritage Matters

Multicultural Americans are more likely than White Americans to enjoy listening to music that has a connection to their history and cultural heritage.

Context:

Music that is tied to history or cultural tradition matters to Multicultural Americans who love music because of their personal relationship to it. In addition, certain genres of music, such as Latin music, are now popular for all Americans. The upbeat nature of the music, rhythmic beats, make it appealing whether the lyrics are in English or Spanish.

Action Step:

    • Celebrate the contributions Multicultural Americans have made in music, across different genres.
    • Thoughtfully curate music genres to connect with specific Multicultural segments, but lean into the wide crossover appeal of pop, rock, R&B, and Hip-Hop.

Key Finding #5: Multicultural Americans Enjoy Shopping for Physical Books

While digital and audio books are gaining popularity, Americans still prefer the experience of shopping for and buying a physical book.

Context:

With so many digital media content options, physical books provide a mental break from digital stimulation and that appeals to younger and older Americans alike.

Action Step:

    • Show people reading physical books or browsing in a bookstore in ads and marketing content to resonate with the many readers in the country.

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.

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Other Recent Multicultural Research Articles and Insights from Collage Group

Elizandra Granillo
Analyst

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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There's a world of Data Insight Opportunity just for you

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Insights for Authentic LGBTQ+ Representation in Media

Insights for Authentic LGBTQ+ Representation in Media
The LGBTQ+ segment is large and growing. An important part of connecting with the segment is understanding LGBTQ+ consumers’ preferences around advertising and media content. Read on for more information on how your brand can build a stronger connection with LGBTQ+ people through your advertising.

As the LGBTQ+ community grows in both size and visibility, LGBTQ+ people consider their sexuality to be more important to their identity than ever before. As a result, the segment expects more authentic representation in advertising and media.

Download the attached presentation and take a look at a few key insights and implications below:

Advertising

Including LGBTQ+ representation in advertising and showing support for the LGBTQ+ community matters to these consumers. LGBTQ+ Americans are more likely to buy from brands that show support for LGBTQ+ people (60%) and feature LGBTQ+ people in their advertising (45%). LGBTQ+ consumers want to be seen as everyday consumers, just like everyone else, which is why it’s important for brands to normalize LGBTQ+ representation across all of their advertising campaigns, not just those for Pride Month.

Brands can also show support by addressing LGBTQ+ pain points specific to your product or service area, which can then be turned into an advertising campaign. An example of a brand excecuting this is Mastercard in their “True Card” ad campaign. In the ad, Mastercard details how True Name credit and debit cards help members of the LGBTQ+ community, particularly transgender and non-binary people, by allowing them to have financial products with their self-identified chosen first name.

Getting Involved

LGBTQ+-focused advertising campaigns should also be accompanied by social and political action. LGBTQ+ Americans, especially those who are younger, believe companies have an obligation to help make political and social change. Almost half of young LGBTQ+ respondents agreed that brands and companies should focus on social and political issues even if they don’t directly relate to their products or services. Overall, most LGBTQ+ respondents prefer brands to get involved by educating consumers about LGBTQ+ rights and discrimination. However, young LGBTQ+ people would also like to see brands hire more LGBTQ+ individuals in leadership positions and donate to LGBTQ+ causes.

Media

LGBTQ+ Americans are largely unimpressed with the current state of representation in movies and TV.  Almost half of the segment says most LGBTQ+ stories in films and TV are inauthentic and stereotypical.

Representation

LGBTQ+ Americans want to see more LGBTQ+ performers and LGBTQ+ creatives involved in the creative direction of LGBTQ+ stories, not only because representation is important but because it’s needed to create authentic stories.  LGBTQ+ people were most interested in seeing a more diverse range of LGBTQ+ people in entertainment media. This is especially important to those who are underrepresented today, like transgender and non-binary people. A quarter of LGBTQ+ Americans say they would like to see more stories of diverse groups of LGBTQ+ people, and this grows to 30% of transgender and non-binary people.

LGBTQ+ Americans Want Happy Stories

According to the data, almost half of the community feels that LGBTQ+ stories in entertainment focus too much on the hardships of the LGBTQ+ experience. Many LGBTQ+ people told us they want to see more content featuring LGBTQ+ people living happy lives that does not include homophobia.

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.

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Case Study By Industry | National Public Radio

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Case Study By Industry | National Public Radio

CHALLENGE

NPR was founded 50 years ago with the mission to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. This mission remains front and center, as NPR leadership recently challenged the organization to reach a new “North Star”: to diversify the NPR audience to reflect, serve and inspire America. With this focused purpose in mind, NPR’s audience insights team came to Collage Group to gain expertise quickly and in alignment across the enterprise.

SOLUTION

Collage Group partnered with NPR on a solution that would evaluate the perception of the brand among Multicultural consumers and identify key areas of growth opportunity. From there, NPR and Collage would dig deeper to unveil insights and define engagements to improve authentic engagement among key Multicultural segments.

Evaluation of the NPR brand on the CultureRate:Brand tool was one of the first steps taken by Collage Group to bring NPR closer to its goal of reflecting, serving and inspiring all Americans.

Fill out the form to ​watch our webinar, The “CultureRate” Brand and Ad Rating System: Five Lessons for Better Ads and Case Study featuring NPR.

NPR Webinar

CultureRate:Brand Evaluation

Through CultureRate:Brand, the NPR brand was evaluated on the Brand Cultural Fluency Quotient (B-CFQ), which measures how well brands are resonating with consumers. It assessed NPR along six key cultural dimensions: brand fit, relevance, memories, values, trust and advocacy. The B-CFQ Threshold then helped illuminate for NPR where they stood with diverse consumers.

“We were surprised and delighted to learn what we were doing well through the CultureRate report,” says Lori Kaplan, NPR’s Senior Director of Audience Insights. “The report also enabled us to dig deeper into the areas where we still had work to do. For us, this was specifically within the Hispanic and Black communities.”

Based on the B-CFQ, NPR performed well among relevance, trust, advocacy and values. The team was able to leverage this data–combined with an earlier CultureRate:Ad study that revealed existing creative was not resonating among Multicultural audiences–as a jumping point for commissioning an additional, qualitative research project. What followed was a study that unveiled how NPR could emerge as a “go to” media source across Multicultural consumer groups. Further, it helped them understand why they were falling behind within some Multicultural consumer segments.

RESULTS

NPR Mobile App exampleAs a result of the CultureRate:Brand evaluation and custom qualitative research study, NPR was able to answer a key question, “What do audiences want?”

“The research found that Multicultural audiences want to be heard,” says Kaplan. “They want to know that NPR is for them. And, they will see their experiences in our shows and content.”

To respond to this insight, NPR developed new ad creative concepts that Collage Group Subject Matter Experts (SMEs) evaluated for resonance among Multicultural audiences. The final product was the development of a podcast advertising campaign intended to appeal across Multicultural consumer segments with the tagline “More Voices. All Ears.” The campaign aims to illustrate listening, reflecting and sharing across communities and cultures. Further, it incorporates bolder, more inclusive, authentic messages.

The Collage Group CultureRate:Ad study, which tested this “More Voices. All Ears” ad, demonstrated that the campaign raised brand favorability and intent to use among Hispanic, Black and Asian audiences. Complementary research showed that awareness of NPR rose significantly among Black and Hispanic audiences during the campaign period. A qualitative study underscores that the campaign piqued curiosity, stimulated senses and stirred imaginations and helped serve as a “welcome mat” into NPR podcasts. That said, the CultureRate:Ad study also highlighted areas for the marketing team to make the link to NPR stronger and to reduce points of confusion. These were useful learnings to infuse into the next iteration of the campaign. Further, the NPR team found such value in the CultureRate:Ad study that they will be testing several more ads for additional campaigns.

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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.

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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