Understand and Embrace Women’s Media Habits and Channels

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.

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.

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