7 Aspects Where Consumer Habits Changed Most
- Life at Home: There has been a huge surge in online consumption of all media.
- In-home on demand consumption increased 44% during COVID-19. — Edison
- 84% of consumers want brands to focus advertising on how products and services can help people cope. — Edelman
- 53% of consumers reported a smart device or speaker helped influence a purchase decision in the last 3 months
- Shopping: E-Commerce Is Exploding
- $200B was spent online in Q2 2020 — DigitalCommerce360
- E-commerce is expected to grow 20% in 2021 — IBM
- Messaging Is More Important Than Ever Learning: The Home Classroom
- Learning from Home
- Moms planning to purchase half or more of their kids’ school supplies online went from 4% in 2019 to 16% in 2020. — Field Agent
- Radio and digital audio reaches 91% of Teens monthly.
- With in home learning, trust is more critical than ever.
- Broadcast is more trustworthy than social media. The data found only 11% of Americans say they trust information they see on social media. If your Brand require a high level of trust for a purchase it may need more than social marketing.
- Play and Entertainment – The digital shift
- Smart speaker listening in Q2 was up +43% for the year. —Edison
- 70 % of consumers have enjoyed either a paid or free live streamed concert or event during the pandemic.
- Broadcast Radio Drives Search
- Health & Wellness – Growth of e-Pharmacies, e-doctors & fitness on demand
- Online searches for telemedicine increased 9x during the pandemic. — McKinsey
- 80% of Americans planning to make self-care a bigger focus post-pandemic. — Harris Poll
- Broadcast has proven to increase search lift as much as 128% over organic search volume.
- Travel & Mobility – Increase of domestic tourism in drive in markets
- Driving Is Back – Personal vehicle usage and ownership is accelerating due to COVID-19. — Cars.com
- Driving requests from Apple Maps have been up +38% in Q3 from pre-COVID levels. — Apple Maps
- Accelerating Shift To Personal Vehicles – 57% of people who purchased a car in the last 6 months said it was due to COVID.
- Working From Home – Remote work and digital shift
- Pre-pandemic, peak media hours were typically limited to before employees clocked in and after they clocked out, depending on the medium. With the elimination of a commute and the full array of their preferred platforms available, working from home provides consumers two elements vital to increasing consumption: time and choice.
- That means more windows of opportunity for content creators and advertisers alike to reach audiences outside of the traditional primetime, as well as potential new, creative ways to engage with consumers.
If you need help planning your new revised marketing plan to incorporate these new paradigm shifts, call Branding Iron today.
