The study provides brand owners with a direction on how to ensure their brands stay connected to their customers.
MILAN — Leading data, insights and consulting company Kantar has released its largest global study into consumer attitudes, media habits and expectations during the coronavirus pandemic in its first COVID-19 barometer.
Unsurprisingly, self-isolation has spurred a 70 percent increase in web browsing in the later stages of the pandemic, followed by a 63 percent growth in traditional TV viewing, while social media engagement rose 61 percent over normal usage rates. Further detailing the use of messaging platforms, the increase has been biggest in the 18-34 age group. WhatsApp, Facebook and Instagram have all reported more than a 40 percent increase in usage from under 35-year olds.“There is a crisis in trust,” stated the study. “Traditional nationwide news channels [broadcast and newspaper] are the most trusted sources of information with 52 percent of people identifying them as a ‘trustworthy’ source.
As for advertising campaigns, only very few consumers expect brands to stop advertising, with only 8 percent of respondents identifying it as a priority for brands. For their part, “many brands consider ‘going dark’ as a way to save costs” and Kantar estimates that a six-month absence from television will result in a 39 percent reduction in total brand communication awareness, “potentially delaying recovery in the post-pandemic world.
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