COVID-19 and our current quarantine lifestyle has changed the way we consume digital content. Here are the 5 key trends you need to know about.
While in quarantine, we’ve all been diving into the comforts of Netflix, getting better-acquainted with Zoom, and turning to TikTok for a good stress-relieving laugh. It seems that, as life throws new challenges at us, we’re using our favorite digital sources to find the information, services, entertainment and distractions we need most.
And those behaviors have had a significant impact on media consumption trends.
Since digital marketing is more important than ever right now, we thought we’d share some of the ways COVID-19 has changed the way we consume digital content.
Global Web Index, a media consumption research firm, conducted a study in April that surveyed nearly 4,000 internet users ages 16-64 in the United States and United Kingdom. It asked respondents about their online habits, social media use and more, after the first few weeks of quarantine. Here are some of the key findings from that study.
5 Ways COVID-19 Has Changed The Way We Consume Digital Content
1. We’re consuming more digital content than ever before.
The first thing that became immediately clear from this study was that we are consuming more content than ever before. According to the study, 87% of U.S. consumers say they’re watching more content. Broadcast TV, online video and online TV streaming take the top spots for increased media consumption across all ages. Conversely, only 5% of all people surveyed reported that they were trying to spend less time online.
2. COVID-19-related information is the biggest source of online activity.
This may seem obvious, but it’s also extremely important. The number one thing people are searching for – across age, gender, culture, etc. – is information related to the pandemic. That means that your business should be publishing information about how COVID-19 and a quarantined lifestyle affect your industry. Why? People are already looking for it. Give people the information they’re searching for, and you’ll be ahead of the game.
3. However, we want happy news the most.
“Understandably, people are most anxious to have coronavirus information in the news coverage they consume,” the study explains. “But at this point in time, they’re mostly looking for positivity amid the pandemic. In every demographic group, recovery rates and positive stories are the top demands for what they want to see in the news. That being said, around a third of consumers want to see more topics unrelated to the coronavirus, showing the importance of bringing in a sense of escapism or normality as the outbreak consumes every aspect of our daily life.” The bottomline? The most popularly consumed online content showcases the silver linings of our current circumstances. But if COVID-19-related news isn’t up your alley or relevant in your industry, just make sure you’re focusing on the positive.
4. Online video has seen the most significant increase.
“Media consumption is up since the outbreak, and it’s primarily video-based,” reports the study. This trend is strongest in Gen Z respondents (ages 16-23), 51% of which say they’re consuming more online video than any other form of media. Not surprisingly, they most often turn to YouTube and TikTok for that content. But it’s not just a Gen Z thing. Additionally, 44% of millennials (ages 24-37), 35% of Gen X (ages 38-56), and 11% of Baby Boomers (ages 57-64) say they’re watching more online video. And all generations report watching more livestream video.
5. Online video is here to stay.
“Online media is spiking and it’s newer forms of media that seem to have more staying power – especially in the U.S.” the study explained. “Online videos could have the greatest staying power after the outbreak ends, among Gen Z and Millennials especially.” To be exact, 76% of respondents say they plan to consume just as much online video content when the outbreak is over. The bottomline? This trend is likely to become the “new normal.”
Other Interesting Trends & Statistics
- “There’s a strong appetite to pay for more media subscriptions. As in-home entertainment becomes our primary source of leisure, around 40% in the UK and U.S. are considering purchasing new media subscriptions to pass the time,” the study says.
- Baby Boomers and Millennials are spending 20% and 41% more time, respectively, watching online TV, while Baby Boomers are consuming 42% more broadcast TV.
- Nearly a quarter of people surveyed said they were using their online time, that day, to shop for discounts from their favorite brands.
- While Baby Boomers are using social media mostly for social connection, Millennials are turning to their favorite platforms mostly for news.
- People are using Facebook, Instagram and Facebook Messenger the most, in that order.
- “68% of millennial podcast listeners say they intend to keep consuming just as much after the outbreak, indicating potential areas of revenue for digital content providers in the aftermath of the crisis,” according to the study.
Need Help Sharing A Video Message?
If this study has inspired you to create more digital content, we want you to know you are completely capable of creating engaging video in the safety of your own home. For our best tips, check out our Visual Marketing Video Series.
If you need more help, we are temporarily offering a SchlickArt “Safer At Home” Video Editing Service. Send in your raw video content, and Brian will help you add all the bells and whistles. Create the strongest message possible with a little SchlickArt editing magic.
For more information, please contact SchlickArt!
About Our Quality Video Marketing in Santa Clarita
With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect.
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