Media Consumption in 2020

There is no rulebook for digital marketing during a pandemic.

Only one thing is guaranteed: organisations need to be dynamic and ready to pivot their marketing output in a time when yesterday’s news is today’s fish & chip paper. Some of our clients decided to press the ‘pause’ button on their advertising as they looked to take stock of their spending during the pandemic. In contrast, others doubled down to capitalise on the new stay-at-home workforce via pertinent brand communication. Whilst undoubtedly there is no one “right” answer, we always encourage our clients to base their decisions on concrete data and market research.

Adjusting your marketing output to navigate these uncertain times and create new opportunities for yourselves has never been more important than it is in this rapidly evolving economic landscape. So, to help guide your next steps, we’ve compiled some of the latest data on media consumption trends.

This is what we found:

So, what can we learn from the data?

Media consumption is on the rise, especially in the digital world. Whether it be due to a new work-from-home population, people wanting to stay up-to-date on the latest news developments or consumers satisfying boredom due to the closures of hospitality and retail, more people are on their smartphones for extended periods. Getting your brand communication seen by these individuals has never been more critical.