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Media Consumption Across Gender

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Media Consumption Across Gender

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

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

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

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

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

Media Consumption by Gender

Social Media

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

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

Women are More Likely to use Social Media than Men

​Visual Media

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

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

Younger Women are Using the Most Streaming Services

Audio Media

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

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

Women Prioritize Podcast and Radio Shows that are Relaxing

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LGBTQ+ Consumer Media Consumption

LGBTQ+ Consumer Media Consumption

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

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

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

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

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

LGBTQ Consumer Media Consumption

Social Media

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

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

Online Community Poll

Visual Media

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

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

LGTBQ Steaming Use Poll

Audio Media

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

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

The Search for community online

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Multicultural Consumer Media Consumption

Multicultural Consumer Media Consumption

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

Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

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

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

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

Media Consumption in Diverse America

Social Media

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

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

Video Media

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

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

Audio Media

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

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

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

Media Consumption Across Generations

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Media Consumption Across Generations

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

Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

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

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

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

Social Media

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

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

Gen Z Media Consumption Chart

Visual Media

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

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

Streaming Service Subscription Chart

Audio Media

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

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

Audio Media Platform Preference Chart

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

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We asked social media users, “What is your favorite social media platform?” – only allowing them to select one.

The results were jaw-dropping.

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