Connor is an Senior Analyst on the Product & Content team, conducting statistical and machine learning analysis of Collage's survey data. Before joining Collage, Connor received an M.A. in Quantitative Methods for the Social Sciences from Columbia University.
Don’t Miss the Next Webinar
September 25th, 2019
2:00 PM
TODAY’S young consumers and households have high expectations for their show and movie providers. And it’s not because they’re entitled or picky – they’ve just happened to grow up in an extraordinary period of innovation, both in terms of how people access media and the diversity of high-quality content available.
From 1990 to 2010, when Gen Z viewers were just children, the world saw a revolution in entertainment media technology. Digital streaming to personal devices displaced the cable box for many households, and these kids were free to watch whatever they wanted, wherever they wanted. This unprecedented access to content continues to influence their consumer attitudes and behaviors today.
And direct-to-consumer media content allowed for the growth of media giants who don’t have to cater to all of America with their prime-time content. Today’s young consumers are floating down an endless stream of great TV tailored to their specific interests. They’ve matured in the age of “peak TV,” and they don’t expect to crest it any time soon.
These trends impact not only media providers, but also the brands who historically have advertised through them. If young viewers expect more control over their higher-quality media content, it stands to reason that they will be more sensitive towards advertising. Advertisers need to adapt to capture and keep viewer attention, both through rethinking product-content integrations and optimizing the advertisement experience.
To help Collage Group members navigate this new media landscape, in July 2019 we conducted a nationally representative survey of 3085 respondents, oversampling Gen Z and Millennial respondents for precision within these segments. With our members’ input, we designed a survey and conjoint analysis testing key hypotheses on how Millennial and Gen Z consumers compare to older generations, and one another, when it comes to shows and movies.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
Engage & Celebrate Women: A Conversation About Gender Equity
Representation alone is not enough to prove that your brand cares about their identity. Has your brand evolved to effectively understand and engage the modern American woman?
Women’s History Month, March 2023, is an opportunity for brands to celebrate women, and refocus year-round efforts to effectively connect. In commemoration of Women’s History Month, we invite you to join Collage Group and diversity, marketing and research leaders for a conversation on how to support women and advance gender equality.
