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Interpreting the Changes in Consumer Media Habits

April 9, 2020 by MediaCrossing Team
buyer personas

Understanding COVID-19 media consumption habits are reshaping consumers and their view of your brand.

Consumer behaviors, attitudes and preferences are shifting rapidly in the wake of the Coronavirus Pandemic. The changes in media consumption we’re witnessing today could leave a lasting impact on how customers view and interact with your brand in the future. Now more than ever, it’s essential for businesses to take stock of how consumer habits and preferences are changing in the time of COVID-19, and how they can incorporate these attitudes into their digital strategy initiatives.

In what ways can we translate the recent media consumption trends into actionable customer personas that your brand can utilize? 

The Trends: According to a recent Resonate National Consumer Study, 62% of consumers are following the news on a regular basis, and 24% of consumers are concerned about the COVID-19 situation to a large extent. In addition to this, a combined 24% of consumers prefer to get their COVID-19 news from social media, with Facebook, YouTube, Twitter, and Reddit as their preferred channels. 

The Persona: From these findings, we can develop a persona that places both their attention and trust on the media for news coverage - especially on social media. Now more than ever, the news has taken an abrupt and dominant role in these consumers’ lives, and these consumers will continue to be concerned as COVID-19 developments take place. As marketers, we can expect these consumers to look to brands to align their messaging and tone appropriately across these all channels - especially social - as they continue to spend more time on them. 

The Trend: A combined 87% of consumers have claimed to use Netflix, Amazon Prime Video, Disney+, and Hulu more frequently as a result of the Coronavirus Pandemic (Resonate).

The Persona: We can interpret the recent uptick in the video streaming platforms as a customer persona that’s open to the idea of expanding their streaming platform portfolio - especially when they’re given more time at home. With their newfound time, these consumers will bounce around and explore the unique content offerings each streaming platform provides. As marketers, we can acknowledge that these consumers are devoting more time to a variety of ad-supported streaming platforms, and use it as an opportunity to plan for OTT strategies in the future. 

The Trends:
Prior to the rise of COVID-19, eMarketer projected that by 2024, 72% of the U.S. population would be classified as digital audio listeners. In the midst of the COVID-19 outbreak, the Resonate National Consumer Study found that 23% of consumers have increased their streaming audio activity to some extent, which includes music, streaming radio or podcasts.

The Persona: From these findings, we can develop a customer persona that highly values the ability to customize and control the audio content they’re listening to. With more time spent at home, these consumers are turning to audio streaming services like Pandora, Spotify, and Amazon Prime Music as their preferred streaming audio providers, as they continue to inch away from traditional radio. These consumers will continue to spend time and trial different audio streaming platforms in an effort to find the service that closely fits their needs. Keeping this in mind, marketers can begin to think about the importance these customers place on streaming audio, and where it can fit in their marketing mix.    

Filed Under: Covid-19

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