While You Were Out, Consumers’ Media Habits Changed

Marketers are talking about how social media usage is surging during the pandemic. But, far less attention has been paid to other important changes in Americans’ media consumption.

• Consumers are spending 46% more time reading online news than last year. Local media sites and large news organizations are the big winners, with The New York Times and The Washington Post readership up 50% since January. Partisan news site visits are flat or declining.
• In late 2019, over half of Americans went to social sites for news. Now, only 11% think they are trustworthy information sources.
• Over half of US consumers are streaming more movies and shows than pre-virus.
• 42% of American households are watching more traditional TV.
• 20% of Gen Z, Millennials and Boomers are listening to the radio more than previously.
• Usage of Nextdoor, the hyper local neighborhood platform that is an intriguing combination of yard sale notifications, barking dog complaints and brand advertising surge 73% since January.

 
It’s not clear which trends will last beyond the pandemic. Consumers are most likely to project that their new streaming habits will continue long-term.

Sources: GlobalWebIndex 2020, Kantar 2020, New York Times 2020, Social Media Today 2020