Know your global audience in the time of COVID-19

Great stats across all channels

The coronavirus pandemic has spread around the world, and impact the way we use our time and behaviors globally. Gen Z, Millennial, Gen X& Boomer media consumption in the

Pandemic driven “stay at home” social isolation has caused consumers of all generations to change their behavior, increasing their traditional and digital media consumption exponentially on a daily basis. Data from the Global Web Index report explores how people have increased their media consumption as a result of the outbreak, and how it differs across each generation. It is critical to understand both on the supply and demand side of digital advertising. More importantly, we need to understand this change in behavior and how it may permanently impact consumer’s behavior, and how advertisers and publishers adapt or identify long term opportunity in this short term crisis.

AUDIENCE DEFINITIONS stats in this report from a GlobalWebIndex March 2020 custom survey among 2,218 (U.S.) and 1,726 (UK) internet users aged 16-64.

Generations 
• Gen Z – 16-23 years-old
• Gen Y – 24-37 years-old
• Gen X – 38-56 years-old
• Baby boomers – 57-64 years-old
Income (based on annual household income)
• Lower-income (U.S.) – $32,000 or less
• Higher-income (U.S.) – $85,000 or more
• Lower-income (UK) – £24,000 or less
• Higher-income (UK) – £60,000 or more

Info graphics from visual capitalist

Media consumption by generation during COVID-19

More on our hands and in the COVID-19 accelerated attention economy

  • Online media is spiking and it’s newer forms of media that might have more staying power – especially in the U.S
  • Over 80% of consumers in the U.S. and UK say they consume more content since the outbreak.
  • Broadcast TV and online videos (YouTube, TikTok) being the primary mediums across all generations and genders.
  • 68% of consumers are looking for pandemic updates online over any other activity.
  • Gen Zers are the only generation more likely to be listening to music than searching for news.
  • The outbreak is bringing back the “social” aspects of social media
  • Media consumption is up since the outbreak, and it’s primarily video-based
  • Apps are key in connecting people at this time – but there’s key differences between markets
  • Information from governments and WHO are more trusted than news sites or channels

 

 

Leaning on a Pillar of Trust

 

media consumption trust

The Need for Pandemic Positivity

media consumption subscription

Regardless of what type of content we are consuming, the fact is that every generation is relying on their devices during this pandemic to inform and distract more than ever before, creating a huge opportunity for media companies to engage a captive audience.