How has digital channel usage changed during Covid-19?

Every January Hootsuite produces the most comprehensive and reliable study of digital marketing that is available. I use their studies regularly as reference materials for my training and consulting.

In April, Hootsuite published an updated report, looking specifically at uses of digital channels during April of this year as the Pandemic took hold. The report is called "Digital 2020 - April Global Statshot Report"

Here are some highlights: 

• Smart phone usage is up by 76%
• Laptop computer usage is up 45%
• Tablet usage is up 22%
• TV Streaming is up 34%
• Gaming is up 17%

And the amount of time we use each channel is up to, as the image below demonstrates:

We can also see that consumers want new content and ideally they want it to be original, exclusive and live. When asked what type of content they wanted to watch during lockdown, old repeats of TV shows and sporting events are seen as less desirable than films, how to videos and funny memes. We want to be entertained, we are prepared to laugh about the challenges we face and I am guessing we also want to switch off and we want to be bale to help ourselves. I have always been an advocate of brands creating "how to..." videos, and they can be particularly helpful when lockdown means that people have to fix their own issues and find wasy to entertain themselves and their families.

Social media usage is up substantially across the board with females increasing their use of social more than men, across all ages, globally. No surprise that the most downloaded app in the world in April 2020 was TikTok.

The report has lots of great info, so download it yourself Hootsuite April 2020 Update. Here is one last chart, showing social media usage growth by age and gender. 

If you see any more data on Covid-19 behaviours, please share it. I'd love to see it. Stay safe...

 

Comments

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