9 ABR 2020

COVID-19 PANDEMIC IS RESHAPING MEDIA CONSUMPTION IN THE U.S.

The time consumers spend on devices has spiked by 50% on phones, 42% on TV, and 35% on a laptop. Content and ad interests have also shifted, with 22% of consumers saying they want brands to share information about how they are supporting their staff and customers during the crisis.

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Unruly released a study that researches how the COVID-19 pandemic has impacted consumer interests and behaviors. The video advertising platform surveyed 2,556 consumers worldwide in Late March 2020 for the study. Results revealed that the overall time spent online has dramatically spiked in the U.S., and consumers have had a change in ad and content interests. “The pandemic has resulted in rapid, unprecedented changes in consumer behaviors and their preferences,” said Terence Scroope, VP of Insight at Unruly. “The vast majority of consumers still want to see ads, but the key to success is in the content and the way a message is conveyed. The magnitude of these changes requires brands to be nimble in adapting their advertising strategies to maintain and grow connections with consumers, provide support and minimize disruption to performance.”

The amount of time during which consumers spend on their phones increased by 50%, connected TV consumption is up by 42%, and laptop usage increased by 35%. Interests in advertising experience have also shifted among consumers, with 22% saying they would like for brands to share information on how they are supporting their staff and customers during the crisis. 21% want brand advertisements to include information about the virus. However, 17% want ads to exude humor and positivity in an effort to distract them from the crisis.

The survey also found that 53% of consumers prefer brands to communicate through TV ads, 62% are spending more time on social media than they used to, only 22% of consumers are currently watching sports, and 59% prefer watching comedy. 47% have purchased more home entertainment, 35% are more interested in hearing about online retail (excluding food) than they were before, and 45% say their interest is the same as before. 42% of 18-24-year-olds would like brands to communicate through online video. Additionally, consumers are cooking more by 64% and reading more by 43%. Only 10% of consumers’ daily routines have stayed the same, 42% are self-isolating and 48% are social distancing.

The pandemic has resulted in rapid, unprecedented changes in consumer behaviors and their preferences.The vast majority of consumers still want to see ads, but the key to success is in the content and the way a message is conveyed. The magnitude of these changes requires brands to be nimble in adapting their advertising strategies to maintain and grow connections with consumers, provide support and minimize disruption to performance.” Terence Scroope VP of Insight, Unruly