{"id":1231,"date":"2020-11-13T10:03:12","date_gmt":"2020-11-13T10:03:12","guid":{"rendered":"https:\/\/renodo.org\/en\/?p=1231"},"modified":"2020-11-13T11:32:38","modified_gmt":"2020-11-13T11:32:38","slug":"olivia-valentine-in-readmagine-20-content-consumption-and-consumer-trends-under-the-coronavirus-effect","status":"publish","type":"post","link":"https:\/\/renodo.org\/en\/2020\/11\/13\/olivia-valentine-in-readmagine-20-content-consumption-and-consumer-trends-under-the-coronavirus-effect\/","title":{"rendered":"OLIVIA VALENTINE IN READMAGINE 20: CONTENT CONSUMPTION AND CONSUMER TRENDS UNDER THE CORONAVIRUS EFFECT"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-e678398f02f464316a13c7afa922582e\">\n#top .av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e{\npadding-bottom:18px;\nfont-size:40px;\n}\nbody .av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e .av-special-heading-tag{\nfont-size:40px;\n}\n.av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-av_heading-e678398f02f464316a13c7afa922582e .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-e678398f02f464316a13c7afa922582e av-special-heading-h1 blockquote modern-quote modern-centered  avia-builder-el-0  el_before_av_video  avia-builder-el-first  av-inherit-size'><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >OLIVIA VALENTINE IN READMAGINE 20: CONTENT CONSUMPTION AND CONSUMER TRENDS UNDER THE CORONAVIRUS EFFECT<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='avia-video av-av_video-f673c83cd556a67f3d701b4ea4f7c1dd avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/youtu.be\/jJc-_ktd1IQ'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"Content consumption and consumer trends under the coronavirus effect\" width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/jJc-_ktd1IQ?feature=oembed&autoplay=0&loop=0&controls=1&mute=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av-layout-grid-1'  class='av-layout-grid-container av-av_layout_row-edf07c93594a85695fda65c20c2393d8 entry-content-wrapper main_color av-flex-cells  avia-builder-el-2  el_after_av_video  el_before_av_social_share  grid-row-not-first  container_wrap fullsize'  >\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a\">\n.flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a av-gridrow-cell av_one_fifth no_margin  avia-builder-el-3  el_before_av_cell_three_fifth  avia-builder-el-first  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a\">\n.flex_cell.av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a av-gridrow-cell av_three_fifth no_margin  avia-builder-el-4  el_after_av_cell_one_fifth  el_before_av_cell_one_fifth  content-align-top'  ><div class='flex_cell_inner'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-feab96d2ca212fe2c5845c2515871f31\">\n#top .av_textblock_section.av-av_textblock-feab96d2ca212fe2c5845c2515871f31 .avia_textblock{\nfont-size:20px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-feab96d2ca212fe2c5845c2515871f31 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>When Olivia Valentine (Global Web Index) presented in Readmagine her insights on consumer trends during the lockdown there wer few data on the hands of the content industry and the audience was eager to hear on the first results research compiled by GWI.<\/p>\n<p>Valentine was introduced by Luis Gonz\u00e1lez (Director General of Fundaci\u00f3n GSR) and Jos\u00e9 Manuel Anta (Managing director of IPDA) as part of the series of presentations that this leading research team (GWI) has being providing in every Readmagine event during the last years.<\/p>\n<p>To date, through three waves of dedicated COVID-19 research across 17 markets, GWI explored and tracked its impact on consumers and how they\u2019re responding and behaving off the back of the pandemic. The presentation by Olivia Valentine was followed with much interest because there were among the first relevant data on the behaviours of consumers during the lockdown.<\/p>\n<p>The general landscape indicated that many of the respondents were dedicating more time to learning, literature and similar activities.<\/p>\n<p>Valentine exposed how COVID-19 and its social distancing measures continue to cloud and disrupt daily lives across the globe, the beginning of the new decade has been marked by a sudden shock in the way media is consumed across all demographics, and has undoubtedly redefined the future of media consumption.<\/p>\n<p>With more empty hours to be filled each day, 95% of consumers say they\u2019re now spending more time on in-home media activities, and after weeks of lockdown, consumers are dedicating more time to offline activities to pass the time too. Books\/literature for one has fallen more into consumer favor; a third are reading more books or listening to more audiobooks, and many of these say they\u2019ll carry on doing so. Subscription models especially have had an opportunity to shine.<\/p>\n<p>During the 1<sup>st<\/sup> of June session, Valentine explored these key changes in media consumption in more detail, as well as what the post-outbreak landscape will look like. Which media will continue to fare better than before, which trends will disappear, and what might the \u2018new normal\u2019 look like.<\/p>\n<p>Through the three first waves of dedicated COVID-19 research across 17 markets, GWI explored and tracked its impact on consumers and how they\u2019re responding and behaving off the back of the pandemic.<\/p>\n<p>One of the most important data was that 68% of consumers say they\u2019re searching for coronavirus updates on the internet \u2013 making it the biggest online activity. The appeal of group activities has risen due to social distancing.<\/p>\n<p>When asked what they\u2019ve been up to in their homes during the outbreak, consumers cited three top activities:<\/p>\n<ul>\n<li>67% are watching more news coverage.<\/li>\n<li>53% are spending more time socializing as a family.<\/li>\n<li>51% are watching more shows on streaming services like Netflix.<\/li>\n<\/ul>\n<p>Watching more news coverage tops the charts for each generation, with Gen X leading the way (68%). However, the data tells an interesting story when we look at their second most prominent answer:<\/p>\n<ul>\n<li>Gen Z are spending longer on messaging services (62%)<\/li>\n<li>Millennials are streaming more films online (58%)<\/li>\n<li>Gen X are spending more time with their families (52%)<\/li>\n<li>Baby boomers are watching more broadcast TV (51%)<\/li>\n<\/ul>\n<p>However, not all behaviors are taking place sequentially. On the contrary, a lot of activities occupying people\u2019s time are happening simultaneously, and we need to move beyond demographics to explore these cross-channel behaviors:<\/p>\n<ul>\n<li>Coronavirus content currently dominates consumers\u2019 time online across markets, income groups, gender and most generations \u2013 except for Gen Z. Instead, Gen Z are more likely to be listening to music (71%) than searching for coronavirus updates (67%).<\/li>\n<li>Men (73%) are more inclined to search for coronavirus news than women (62%) \u2013 but it still remains the top activity for both genders.<\/li>\n<\/ul>\n<p>Aside from coronavirus content, people are consuming a wide variety of entertaining content online during the outbreak, such as listening to music (58%), watching movies\/shows (49%), watching funny videos (42%), playing games on mobile (40%), and looking at memes (32%).<\/p>\n<p>The outbreak is bringing back the \u201csocial\u201d aspects of social media:<\/p>\n<ul>\n<li>49% of U.S. and 39% of UK consumers are reading more news stories on social media as a result of the outbreak \u2013 this is the primary motivator to use social media across markets, gender, and income right now.<\/li>\n<li>We do see some differences by age; baby boomers are using social media more to keep in touch with friends (30%) than to read more news (27%). Conversely, 54% of millennials are turning to social media to read more news.<\/li>\n<\/ul>\n<p>Predictably, younger generations are generally consuming more media than older generations, and we see some notable differences by age. Just over half of Gen Z say they&#8217;re consuming more online videos like YouTube and TikTok more than other generations, making it their top media to consume right now.<\/p>\n<ul>\n<li>42% of boomers are consuming more broadcast TV compared to 24% of Gen Z. Just over 1 in 5 boomers are also spending more time on online TV, this peaks at 41% for millennials.<\/li>\n<li>Livestreams (30%) and podcasts (20%) are more popular among millennials than other generations.<\/li>\n<li>Men and those in the higher income bracket are more likely to say they&#8217;re consuming a variety of content more compared to women and those in the lower income bracket.<\/li>\n<\/ul>\n<p>There\u2019s a strong appetite to pay for more media subscriptions:<\/p>\n<ul>\n<li>As in-home entertainment becomes our primary source of leisure, around 40% in the UK and U.S. are considering purchasing new media subscriptions to pass the time.<\/li>\n<li>Above all, it\u2019s TV\/movie subscription services which are at the top of our agenda. Netflix can boast the highest rate of those considering purchasing a subscription (18%), but in the UK, the launch of Disney+ seems to have made a big impact &#8211; UK consumers are as likely to consider purchasing this service (15%) as they are Netflix (14%).<\/li>\n<li>Higher income groups are only slightly more likely to consider a Netflix subscription than the lower groups, but their appetite for Disney+ is considerably larger, likely due to the fact that Disney+ will be an added service on top of existing subscriptions in most cases.<\/li>\n<li>Spotify is the clear winner for those considering paid music streaming service subscriptions, and Amazon Prime Music sees more intent than Apple Music.<\/li>\n<\/ul>\n<p>Olivia Valentine is a Senior Strategic Insights Analyst at GlobalWebIndex, a market research company running the world\u2019s largest ongoing survey on the digital consumer. She analyses this rich dataset to uncover insights in media and beyond to deconstruct consumer needs and behaviors, helping brands and marketers to know and understand ever changing audiences.<\/p>\n<p>The Readmagine\u2019s team asked her to propose a motto or a general statement linked to the cultural industries and she shared this idea: \u201cFor content creators to truly connect with consumers and leave a lasting impression, the impact of established human traits, habits and social constructs needs to be considered\u201d.<\/p>\n<p>Readmagine 2020 managed to adapt to the impossibility of bringing the participants together at Casa del Lector as in previous editions through a collaboration and digitization strategy. This organization along with Digital Publishing Summit adapted to the difficulties that arose for a physical event during the first wave of Covid-19 for a meeting very much based on the interaction of some professionals with others at the very beginning of June. The bet that involved quite a few risks has catapulted Readmagine as a global event, which during these days is bringing together 550 professionals from the international publishing industry.<\/p>\n<\/div><\/section>\n<\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a\">\n.flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a av-gridrow-cell av_one_fifth no_margin  avia-builder-el-6  el_after_av_cell_three_fifth  avia-builder-el-last  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<\/div><div id='after_grid_row_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1231'><div class='entry-content-wrapper clearfix'>\n<div  class='av-social-sharing-box av-av_social_share-ab1295240bea1d1200dd92c8b0db438f av-social-sharing-box-default  avia-builder-el-7  el_after_av_layout_row  avia-builder-el-no-sibling  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Compartir esta entrada<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/renodo.org\/en\/2020\/11\/13\/olivia-valentine-in-readmagine-20-content-consumption-and-consumer-trends-under-the-coronavirus-effect\/&#038;t=OLIVIA%20VALENTINE%20IN%20READMAGINE%2020%3A%20CONTENT%20CONSUMPTION%20AND%20CONSUMER%20TRENDS%20UNDER%20THE%20CORONAVIRUS%20EFFECT' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en Facebook'><span class='avia_hidden_link_text'>Compartir en Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter avia_social_iconfont' ><a target=\"_blank\" aria-label=\"Compartir en X\" href='https:\/\/twitter.com\/share?text=OLIVIA%20VALENTINE%20IN%20READMAGINE%2020%3A%20CONTENT%20CONSUMPTION%20AND%20CONSUMER%20TRENDS%20UNDER%20THE%20CORONAVIRUS%20EFFECT&#038;url=https:\/\/renodo.org\/en\/?p=1231' data-av_icon='\ue932' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir en X'><span class='avia_hidden_link_text'>Compartir en X<\/span><\/a><\/li><li class='av-share-link av-social-link-mail avia_social_iconfont' ><a  aria-label=\"Compartir por correo\" href='mailto:?subject=OLIVIA%20VALENTINE%20IN%20READMAGINE%2020%3A%20CONTENT%20CONSUMPTION%20AND%20CONSUMER%20TRENDS%20UNDER%20THE%20CORONAVIRUS%20EFFECT&#038;body=https:\/\/renodo.org\/en\/2020\/11\/13\/olivia-valentine-in-readmagine-20-content-consumption-and-consumer-trends-under-the-coronavirus-effect\/' data-av_icon='\ue805' data-av_iconfont='entypo-fontello'  title='' data-avia-related-tooltip='Compartir por correo'><span class='avia_hidden_link_text'>Compartir por correo<\/span><\/a><\/li><\/ul><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[3,21],"tags":[],"class_list":["post-1231","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-home","category-ideasen","post_format-post-format-video"],"_links":{"self":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1231","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/comments?post=1231"}],"version-history":[{"count":2,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1231\/revisions"}],"predecessor-version":[{"id":1236,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/posts\/1231\/revisions\/1236"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media\/1224"}],"wp:attachment":[{"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/media?parent=1231"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/categories?post=1231"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/renodo.org\/en\/wp-json\/wp\/v2\/tags?post=1231"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}