Indian media consumption behavior changes due to COVID-19

With limited access to outdoor activities due to COVID-19, there has been an increase in media consumption among consumers.

Why was the research conducted?

Amid the COVID-19 scenario, with the country under lockdown, Thinking Hats intended to capture the shift in media consumption behaviour among individuals to highlight inferences that reflect an on-going pattern in media habits

How was the research conducted?

Thinking Hats through its Proprietary Digital Platform 'APPtitude’ conducted a survey targeting individuals across metros belonging to NCCS A1,A2, A3, B1
Individuals responded to the survey via a link provided to them.

What are the key findings of the research?

  • Through the survey, it was found that the Daily time spent on Social Media is the highest in comparison to other media during COVID-19
  • Presence on Social Media like Facebook, Instagram, Twitter, TikTok has spiked to an average 4.6 hours (equally among Males & Females), higher in NCCS A1, A2.
  • Spike in TV consumption ranks #1 with the highest increase in time spent by approximately 2.3 hours, daily. Higher skew among Males, belonging to NCCS A3B1.
  • Content consumption on YouTube has increased by an hour, no skews across Gender/NCCS
  • Similarly, content consumption on OTT notices an increase by an hour, (higher time spent among Males, belonging to NCCS A3B1)
  • To keep-up in these tough times, individuals are investing an hour more in Reading news online, significant increase among Males (currently 3 Hrs.).
  • Media consumption on Print has slightly increased by 30 Mins, higher time spent among Males across NCCS A1A2, & A3B1).
  • There was a minuscule variance in time spent on Radio
  • Time spent on reading a book has increased among Females, belonging to NCCS A1,A2.

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