COVID-19 - Online Media Behavior Opportunites


To have the latest statistics on online media behavior and opportunities since COVID-19. Specifically this would be statistics surrounding social media behavior, which should include time spent online and what people are consuming online since COVID and/or projections. An ideal response would have Canadian and Chinese data, as well as a general view of what is happening globally.

Early Findings

  • There were more than 19 million mentions related to COVID-19 across social media, blogs and online news sites worldwide on March 11, according to data from social media analytics platform Sprinklr. Clearly people are online, and in great numbers. As this pandemic moves across the globe and people are being advised, and even ordered, to stay at home, it makes complete sense that much of the conversation about it is taking place online.
  • As of January 2020, social video app TikTok had been downloaded 1.65 billion times, making it the second most downloaded (non-game) app of 2019. While most of the content being shared is meme-worthy dance moves, a new wave of viral posts relates to topics like safety concerns around vaping and immigration rights.
  • For the week of March 16th to the 20th, forum based platform Reddit is seeing an uptick in new activity in subreddits related to business, finance, news, education, travel and sports. Specifically, they are reporting traffic increases of 20-50%.
  • Though not technically a social media platform, Fortnite with its 250 million registered users has become a place that’s as much about its game play as a place to hang out with friends.
  • saw a 76 percent increase in daily likes on the number of ad posts over the last two weeks. They tracked user behavior by looking at 260 of its own campaigns including over 7.5 million Instagram posts. Quarter one Instagram campaign impressions also rose by 22 percent over quarter four.
  • eMarketer predicts COVID-19 is also likely to increase digital media consumption across multiple channels, including over-the-top (OTT) video and online gaming, with the largest growth in usage and time spent going to subscription based video on demand (SVOD).
  • With the United States in its first week of country wide school closures and with many parents, as a result, working from home, social media apps used by Generation Z and Millennials such as TikTok, YouTube and Instagram will continue to see increased user behavior. In fact, many professional basketball players are also filling their time by creating TikTok content, as a result of the suspended NBA season.

Summary Of Our Early Findings Relevant To The Goals

  • Our initial hour of research was spent assessing how much of the questions asked could be answered publicly, as well as providing the most recent statistics, data, and pieces of information surrounding the topic.
  • Our initial hour of research was unable to find any statistics that directly relates to Canada, but that could simply be because that data does not exist at such an early point in the pandemic. There is data surrounding this from a global perspective, and if we see any Canadian pullouts, we will list them should subsequent research be selected.
  • We noted, as well, that a majority of the statistics available right now concerning social media usage completely surround how COVID-19 is being mentioned. In other words, that is what is being consumed the most by people right now — COVID-19.
  • Please select one or more of the options provided in the proposed scoping section below.

Proposed next steps:

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