Whilst we could have foreseen the world-wide impact COVID-19 would have both short and long term (although The Simpsons creators and some conspiracy theorists might say otherwise) – around the world people, businesses and brands are grappling with a curveball that no one expected.
Most industries have been impacted, facing reduced budgets, fewer colleagues to collaborate with, displaced spend and pressure to figure out how best to communicate with their customers, whilst still providing value. As a result of the outbreak, 15% of consumers in the UK and US are using social media to read more updates from brands with higher rates of media consumption as people spend time at home and are able to watch different forms of content via numerous platforms. But what exactly are people doing and how are they staying informed? Alongside this shift in consumer behaviour, industries are also adapting to the knock-on effects of the pandemic in this week’s blog, we examine how consumption has changed using the most valuable and impactful stats in this roundup:
TV is Ticking the Boxes:
- Gen Z: 50% say they’re consuming more online videos on platforms such as YouTubeand TikTok, this is the top form of media for this group.
- Millennials: On the rise for this audience are livestreams (30%) and podcasts (20%) with 41% watching more online TV.
- Baby boomers: 42% of boomers are consuming more broadcast TV and 1 in 5 boomers are also spending more time watching online TV. 1 in 5 boomers are also spending more time on online TV, 41% for millennials. Livestreams (30%) and podcasts (20%) are more popular among millennials than other generations.
- Entertaining content online – listening to music (58%), watching movies/shows (49%), watching funny videos (42%), playing games on mobile (40%), and looking at memes (32%). Most engaged Content – humorous content, which at a time like this, is much needed.
Virtual workshops, nightclub parties via apps such as Houseparty and Zoom, streaming theatre and operas, and live concerts are generating discussion. New virtual national garden and museums tours also spark interest. People enjoy these opportunities to experience the arts from home, also expressing gratitude to learn new things free of charge. Consumers are also looking at other ways to entertain themselves such as online quizzes, why not get that Buzz-Feed style quiz talked about.
Consumer attention is becoming ever more fragmented, the customer journey has become harder as well as trying to understand how it has now changed, at what point they are and the direction they’re likely to head. The one thing that we’d like you to take away from this is that, there are opportunities but consider your audience as well as new platforms. There is a chance for you to occupy more channels to engage with new and current audiences. Look at short term planning for now, there is no rule book for this (and if there was it would be out of the window) remember to test, monitor and react appropriately. So, step up and interact – provide support, keep people engaged!
Team Vivid x