The Demographic Gaps of Media as a Stress Relief

To state the obvious, 2020 has been stressful. Let’s explore our use of media to cope with this year’s plethora of stresses.

The author(s)

  • Dorothy Advincula Senior Vice President, US, Head of Audience Measurement and Insights
  • Kip Davis Senior Account Manager, Ipsos Affluent Intelligence
  • Leandro Assuncao Research Analyst, US, Generation Ipsos
Get in touch

Media plays a huge role in how people cope with stress in their lives. Listening to music is the top stress-reliever for all generations.

Referencing new Ipsos data exploring usage of media to cope, women tend to use it to escape or disengage from issues. They do so by avoiding watching news. They also accomplish this by managing what they see on social media. Men, on the other hand, choose engagement over withdrawal and are more likely to watch shows about current issues, while also being less likely to avoid watching the news.

When it comes to what shows they watch, women are more likely than men to watch three of the top five genres: comedy, drama and crime, while men are more likely to watch action and adventure programming. Women are also more likely to prefer romance, cooking, mystery and reality, whereas men prefer sports and sci-fi.

Overall, while stress levels between men and women seem similar, when we do a deeper dive, we uncover some great differences in the stressors and coping mechanisms between genders. Although both heavily rely on media options as a stress reliever, what they are looking for in these options varies greatly.

Download our detailed generational and gender analysis, including tips for media and content brands.

Read more on: Tracking our Great Escape – Media Consumption

Download

The author(s)

  • Dorothy Advincula Senior Vice President, US, Head of Audience Measurement and Insights
  • Kip Davis Senior Account Manager, Ipsos Affluent Intelligence
  • Leandro Assuncao Research Analyst, US, Generation Ipsos

Media & Brand Communication