by Sarah Mahoney @mahoney_sarah
Source: www.mediapost.com, September 2024
Multicultural audiences engage with media somewhat differently, and new research from Collage uncovers some connection powerhouses. Black and Asian audiences spend more time on YouTube than any other channel, at 45% and 48%, respectively, and say it is gaining trust more quickly than other platforms. And while 95% of total audiences use at least one type of social media, that percentage rises to 99% of Hispanic viewers. WhatsApp is also an important part of the Hispanic media ecosystem, used by 61% of Hispanic audiences, versus 27% of the total survey and 15% of white respondents.
The most compelling finding, however, is that favorite hobbies and interests drive more of their media consumption than age, gender or ethnicity. Hispanic and Asian viewers are most likely to say hobbies and interests guide their media choices, at 56%, followed by Black respondents at 51%, and 45% of white viewers.
That shows clearly in podcast preferences. While podcasts are a hit, with 68% of multicultural audiences tuning in, popular topics vary widely. For example, 28% of Black audiences listen to sports podcasts, compared to 20% of the total population; Hispanics download history, at 25% versus 22%, and Asian listeners love health and fitness, at 25% versus 17%.
After interests, age is the next most likely driver for overall media choices, but far less powerful. It was named by just 24% of the total, and 33% of Black viewers and 30% of Hispanic. And while race or ethnicity is even weaker, at 17% of the total, it is still significant for 35% of Black and 26% of Hispanic audiences.
Age does provide some sharp breaks that cross ethnic lines, however. For instance, influencers matter most to young viewers (aged 18 to 44), with 71% saying they follow influencers or celebrities, versus just 34% of those 45 and older. And more than 80% of viewers across all ethnicities appreciate it when those influencers talk about mental health topics.
The research, based on a sample of 4,200 consumers, saw several broad trends emerge.
Hispanic audiences are media trendsetters and avid social media users, with 81% spending time on Facebook and YouTube, more than 60% on WhatsApp and Instagram, and 58% on TikTok. For each platform, those percentages are somewhat higher than either Black or Asian users and significantly higher than white audiences. Hispanics are also more likely to say they use these platforms every single day.
They are also far more likely to buy something they saw advertised there, with 44% of the Hispanic respondents saying they have done so, compared to 32% overall.
They are also most likely to use streaming services, at 75%, and most likely to view programming that appeals to the whole family and is getting buzz on social media.
Music also plays an outsized role for Hispanic listeners, with 67% saying they listen to music daily and 75% of those consumers saying that means at least an hour a day. That compared to 60% of Black audiences who listen daily, 58% of white audiences and 57% of Asian consumers.
Black audiences consume more media on the go than other groups. They are more likely to use Bluetooth than any other segment and are more likely to say they have a soundtrack for their daily lives.
They are also somewhat more likely than other groups to use free streaming services, including Tubi TV, Roku Channel, Pluto TV and Amazon Freevee.
