When we’re trying to make sound marketing decisions, we want to understand customers behaviours, wants and needs. There’s no doubt that the impact of COVID-19 has changed the way we’re consuming media and making purchasing decisions.

The stats we used to reference are maybe not as helpful to us now, because the way we buy and the way we interact with ads and digital content has changed so much in such a short amount of time.

With that said, here are some important statistics you should know! Of course, keep in mind that this is a rapidly evolving situation and it’s never been more important to be adaptable and ready for things to change at the drop of a hat.

Media Consumption

As you’d imagine, we’re spending way more time engaging with media than we were pre-pandemic.

  • Media usage has skyrocketed since COVID-19. Consumption of media was expected to increase by as much as 60% during the pandemic. (Nielsen)
  • 39% of social media users polled said they were already spending more time on social media. (Valassis)
  • 43% said they spent more time streaming or watching tv.. (Valassis)

Expectations of Brands

Consumers have certain expectations of how brands should carry themselves during times of crisis.

  • Younger consumers expect brands to take action. 89% of Gen Z and Millennials think brands should take action to help with COVID-19. (YPulse)
  • 84% of Gen Z and Millenials agreed with this statement: “brands have just as much responsibility as everyone else in helping to stop the spread of the Coronavirus.” (YPulse)
  • 50% of Millennials agreed that brands should inform consumers what they are doing as a brand to help stop the spread of COVID-19, while only 36% of Gen Z agreed (YPulse)

Shopping Habits

The way we shop could be forever changed by the pandemic. Consumers are growing accustomed to spending even more time shopping online than before. They’re also more mindful about how they are buying.

  • 33% of consumers are finding themselves ‘financially-squeezed’, with less disposable income compared to before the crisis, and are shopping more cost consciously (Accenture)
  • 26% (the ‘Resource-Rich’) have increased both their disposable income and free time, and are enjoying new leisure pursuits (Accenture)
  • 67% are shopping more health-consciously (Accenture)
  • 166% is the expected future increase in ecommerce purchases from new or low frequency users. (Accenture)
  • Men were found to be shopping online and avoiding in-store experiences more than women. This includes taking advantage of options that limit in-store interactions like BOPIS (buy online, pick-up in store), curbside pickup, and subscription services. (Big Commerce)

How millenials and gen z are shopping online during covid-19
Surveyed ages 13-39. Source: ypulse.com