Posts

Media Consumption Across Gender

, , , ,
Media Consumption Across Gender

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

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

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

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

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

Media Consumption by Gender

Social Media

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

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

Women are More Likely to use Social Media than Men

​Visual Media

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

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

Younger Women are Using the Most Streaming Services

Audio Media

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

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

Women Prioritize Podcast and Radio Shows that are Relaxing

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 the new reports we’re releasing in Q4 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 just-released 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

Twitch: What Livestreaming Games and KFC Teach Us about Influencer Engagement

,
Twitch’s rapidly growing platform for livestreaming video games is revealing powerful insights into ways to enhance influencer marketing campaigns.

Read more

Gen-Z Social Networks are Fundamentally Different

,

The pressure to compete for gen-Z attention on social media has accelerated the development of task-specific apps. As a result, gen-Z consumers build friend networks that are more focused on each app’s purpose and more independent of the app itself.

Read more

Gen-Z, the Future of Parenting has Arrived

,

Collage Group recently partnered with BabyCenter to place gen-z alongside current millennial moms to offer an early look at how this young generation of digital natives will prioritize, shop, communicate, and connect when they become parents.

Read more

It’s Not All Bad. How a Digital Life Really Affects Wellness for Younger Americans

,
There’s much consternation about the role of smartphones and social media on young people’s lives. From unrealistic beauty standards to the quantification of likes, some have gone so far as to say “smartphones are ruining a generation.” But what’s the real effect of the digital revolution on gen-Z and millennials wellness?

What Older People get Wrong about Social Media’s Impact on Gen-Z

Claims that the industry has ruined teens’ sociability and wellness may be rooted in generational bias more than reality.

Read more

Advertising that Works with Gen-Z & Millennials (Part 2)

,

In the first part of this series on standing out and winning with young Americans, we confirmed that millennials and gen-z are in fact harder to engage through advertising. In part 2, we’ll touch on some elements that actually work to increase engagement.

Read more

Breaking through the Clutter: Advertising that Works with Gen-Z & Millennials (Part 1)

,

By nature the digital world is a fractured ecosystem. The proliferation of screens, rise of social media, and creation of new digital media outlets have converged to create unprecedented stimulation. This is acutely felt for gen-Z and millennials.

So how do brands break through the clutter? In the hyper-competitive landscape of screens and messages, how do they stand out and win with young Americans. This is the question at the core of Breaking through the Clutter, the latest work unveiled at our executive roundtables, co-hosted by Google and A+E Networks.

Read more

Digital Takes a Back Seat in Gen-Z Shopping Habits

One of the most surprising findings in our latest work on helping brands get inside the minds of gen-Z shoppers, is the role of digital. Despite their digital fluency, this generation isn’t taking online shopping by storm.

Read more