Consumers are turning to streaming and virtual communities in the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2020, 10:07 AM UTC

Havas Media’s "Meaningful Media in the Time of COVID-19" report collected data from 800 adults in the US, media planning professionals and insights from publishers.

Streaming platforms and virtual communities have become increasingly important in the wake of the pandemic and social distancing guidelines. A majority of consumers said they were watching more videos (67%), both on streaming platforms (60%) and live TV (57%).

The use of social media and technology has also seen an uptick, with 39% of consumers saying they are using media to stay connected. A majority of consumers (69%) said they are using TikTok more often, while 58% have increased perusing Instagram.

Aggregate trust in media (86%) was at higher levels than trust in the government, family and friends. This piece says that marketers should dig deeper into data to identify the opportunities they can leverage to reach their targeted audience.

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