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.
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.
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.
Harness the power of cultural intelligence to win diverse America. Contact us to discover how you can turn insights into impact today!