Mirrors & Windows: How identity impacts media choices in modern Britain

How identity impacts media choices in modern Britain MIRRORS & WINDOWS

The report examines what identity means today, how that impacts viewing behaviours, and the importance of media offering a mirror and a window to audiences in the U.K. New Report Mirrors and Windows is a new report launched by Google

We interviewed experts, leading advertisers, and a nationally representative sample of over 10,000 Brits for this inclusive study. Here are some of the things we learnt: 10,635+ { "selector": "[data-custom-animation-id=\"fly-in-left-0.9-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.9s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.9s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

89% London 87% Northern Ireland 86% North West 86% West Midlands 85% Scotland 85% East of England 85% North East 84% South & South East 83% South West 82% Yorkshire & the Humber 81% Wales 81% East Midlands U.K. audiences are concerned about inequality and discrimination on the basis of protected characteristics 1

But while people recognise its importance, discussing issues of diversity, equity, and inclusion can be uncomfortable to talk about for both audiences and advertisers. 57% Worried about consequences of misspeaking 2 { "selector": "[data-custom-animation-id=\"fly-in-left-0.6-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.6s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.6s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Despite increased focus on representation in creative in recent years, many audiences are not reflected well and some audiences are even less well reflected than others. 3

% of general population who say media in the U.K. represent each audience well

The Mirror People want to see themselves represented authentically in the media. But identity is multifaceted. Here’s how some respondents described themselves: 4 Film Anime Love Food Cat Mother Football Happy Care Kind Read Music Family

And while protected characteristics matter a great deal, they are not necessarily the only — or most important — way people identify or want to be seen in media. I’m not just someone who’s transgender... I watch more YouTube videos about dogs than being transgender. I like animals, gaming, and fitness videos. Morgan 18-24, Transgender man, Pakistani, Scotland { "selector": "[data-custom-animation-id=\"fly-in-right-0.3-0.8\"]", "--x": "calc(100 * 1vw + width())", "--y": "0", "animations": [ { "duration": "0.3s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.3s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

U.K. audiences most love and trust media that is relevant to their passions and interests. 5 Is a place where I can dig deep into my interests and passions. Netflix 65% Prime Video 60% Instagram 65% TikTok 71% YouTube 76%

Enter variety People are looking for relevant, specific content — the kind that can cater to every interest. And it’s the open platforms that foster this variety. 6

The variety of content available means I can always find something to watch that is personally relevant to me. % of monthly users for each brand who agree

Beauty is in the eye of the beholder Blockbuster content is fantastic, but some of the most emotionally engaging content can include personally relevant content with far fewer views. 7 Videos with <10,000 views had double the personal engagement of videos with >500,000 views Personal meaning 2x { "selector": "[data-custom-animation-id=\"fly-in-left-0.6-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.6s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.6s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-right-0-0.8\"]", "--x": "calc(100 * 1vw + width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Less barriers means more diversity… Open platforms are seen to support a diverse range of people to become content creators. 8 YouTube 74% TikTok 76% Instagram 73% Twitter 67% Facebook 60%

YouTube 70% TikTok 75% Twitter 68% …on a global and local level The diversity of the U.K. stands out on open platforms for U.K. audiences, who see themselves represented in their content. 9 Has content that reflects the diversity of the U.K. Channel 4 70% Instagram 69%

This combination of relevant content that’s able to closely reflect viewers and their experiences is what makes open platforms so unique. But it doesn’t stop at their own reflection.

And allow people to not just reflect upon themselves, but explore and learn more about the lives of others. On TikTok I follow someone with Tourette’s . . . I went to YouTube for a more detailed explainer as there are a lot of wrong assumptions about people with Tourette’s and I wanted to understand better. bailey 18-24, non-binary, mixed-ethnicity, west midlands Open platforms also open windows into other worlds… { "selector": "[data-custom-animation-id=\"fly-in-right-0.3-0.8\"]", "--x": "calc(100 * 1vw + width())", "--y": "0", "animations": [ { "duration": "0.3s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.3s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Daily YouTube users report a stronger sense of community and empathy compared to monthly users. 10 Daily YouTube users Monthly YouTube users Agreement with statements amongsT YouTube users …and help build up communities Feel a sense of community with each other Feel understood Be able to understand needs of friends, partners, or family { "selector": "[data-custom-animation-id=\"fly-in-left-0.6-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.6s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.6s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-1.2-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "1.2s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.2s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-1.8-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "1.8s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.8s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Brands have a responsibility to reflect evolving social values and diversity. This goes beyond creative choices and requires a thoughtful commitment to their audiences. So what does this mean for the industry?

Brands need to practise inclusive media buying to avoid underrepresenting audiences. Representation, diversity, and brand safety need to coexist. 73% In the end, it’s a balancing act safe LGBTQ+ related articles blocked by some brands’ safety approaches 11 { "selector": "[data-custom-animation-id=\"fly-in-left-0.6-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.6s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.6s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Trust + love = engaged audiences Meet and support British audiences on the platforms that allow them to be themselves.

Creative + media = reached audiences In today’s diverse media landscape, carefully considering both creative and media choices is key to reaching all audiences and supporting more voices.

Want to know more details? Check out our full report.

Credits

Design & Production: RCCO Creative (Agency) Project Lead: Robert Rushing Visual Story The future of U.K. shopping and how retailers can adapt Story by Sarah Ashley 1. Google/MTM, U.K., Mirrors & Windows study, n=10,278 nationally representative of online adults in the U.K., A18+, survey in field, July 2021–Aug. 2021. 2. Ibid. 3. Ibid. 4. Ibid. 5. Google/MTM, U.K., Mirrors & Windows study, n=10,278 nationally representative of online adults in the U.K., percent of monthly users for each brand who agree, monthly users of each service: n=6,984 YouTube, n=2,265 TikTok, n=3,099 Instagram, n=2,509 Twitter, n=3,028 Facebook, n=3,402 Netflix, n=1,115 Prime Video, n=2,577 BBC, n=2,577 Channel 4, n=2,564 ITV, A18+, survey in field, July 2021–Aug. 2021. 6. Ibid. 7. Google Survey, U.K., YouTube users aged 18–54, n=2,793, weighted to be representative of U.K. YouTube users, July 2020. 8. Google/MTM, U.K., Mirrors & Windows study, n=10,278 nationally representative of online adults in the U.K., A18+, survey in field, July 2021–Aug. 2021. 9. Ibid. 10. Google/MTM, U.K., Mirrors & Windows study, n=6,984 monthly YouTube users, n= 2,959 daily users A18+, survey in field, July 2021–Aug. 2021. 11. WFA, 2022, Diversity & Representation: Focus on media planning and buying; citing: Cheq and University of Baltimore: The Economic Cost of Keyword Blacklists for Online Publishers, 2019.

Credits

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Marketing Research & Insights Manager, Google U.K.

Sources