Prepared for Amy X. | Delivered October 21, 2020
Social Media Use During Covid-19
To establish consumer social channels usage patterns since the beginning of the Covid-19 pandemic, and determine the future shifts in consumer behavior as a result of Covid-19. To also find statistics on paid social spending effectiveness.
Social Media Usage Insights
of social channels users continue to stay on the social channels longer due to Covid-19, and
are likely to continue with the trend after Covid-19. The roles of social media in consumers' lives have been diversified since the Covid-19 pandemic.
Consumers now depend on social media for news, as around
depending on the social channels to stay updated with what's going on globally. About
of social media users login to the channels to find funny content, and
use social channels to fill up their spare time.
The Covid-19 pandemic has
increased video creation
, and the trend is expected to continue Post-Covid. According to research,
of internet users stated that social media helped them cope during the Covid-19 outbreak.
The average monetizable daily active users on Twitter grew by
from 2019 to
during the Covid-19 pandemic. Facebook's message services (Messenger, Whatsapp, Video calls) have seen a
growth in usage, especially in areas most affected by Covid-19. Snapchat recorded an increase of
daily active users during the first quarter of 2020, bringing daily active users to
Change in Consumer Behavior
Social distancing and
made all consumer segments to shift shopping methods from traditional in-store shopping to online/digital shopping. Consumers intend to continue shopping online post-Covid, especially for home-entertainment and essentials.
Sectors that will see an increase of over
in online shoppers include groceries, OTC drugs,
, and household supplies. Apparel, skincare & makeup, and jewelry categories indicate over
consumer growth since the Covid-19 pandemic.
Consumers Shifting Brands
The Covid-19 pandemic resulted in
of the United States consumers to try new shopping patterns due to store closings, economic pressures, and priority changes. Around
of consumers are experimenting with products from other brands, while
are incorporating a new private-label brand. Out of the consumers that have tried new brands during the Covid-19 pandemic,
intend to continue using the new brands.
High earners and Gen Z are most
prone to brand switching
. Big and trusted brands are the beneficiaries of the brand shifting trend as they have observed a
growth in consumers during the crisis. Around
of private brand consumers during the pandemic intend to continue using them after the Covid-19 crisis.
We have conducted the initial one-hour research and provided insights into social media usage and change in consumer behavior in the wake of the Covid-19 pandemic.
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