45% of consumers expect their media consumption habits to change post-COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2020, 12:24 PM UTC

Vivendi Brand Marketing polled 7,000 consumers across China, Colombia, France, Germany, India, Italy, Spain, the UK, and the US markets.

With COVID-19 lockdowns in place, 45% of consumers globally expect to permanently change their media consumption habits after the pandemic. Entertainment has played a critical role to help consumers get through the lockdown.

Of those polled, 23% place greater importance on digital and in-home media, and 22% are expecting to consume more entertainment outside of the home than before lockdown. 44% of consumers planned to return to cinemas, live music concerts, sports events, and the theatre as soon as possible.

Vivendi’s Maria Garrido expects an “acceleration of content created in the digital space” for brands, including interactive entertainment experiences. He further predicts, digital natives, and Gen Z consumers, will be “hungry” for more live, face-to-face interaction post lockdown.

Read the original article

[2 minute read]