Advertising consumption has risen throughout the COVID-19 pandemic, according to the GfK Consumer Pulse report.
Market research company GfK recently conducted the Consumer Pulse study to help businesses move forward with understanding and direction.
Polling between 500 to 1000 consumers from each market bi-weekly, the findings of the GfK study cover areas such as spending habits, media and product consumption and travel and mobility trends.
The findings reveal more time at home has resulted in an increase in media consumption and subsequently, higher exposure to advertising.
More than one-third (34%) of Australians claim to have watched more ads during the crisis, while half (54%) say they enjoy watching ads just as much as usual.
Current affairs and news bulletins are now competing with drama and entertainment series for Australians’ attention, followed by video games, reading, and music.
A strong increase in the consumption of paid social media content was also reported.
With a new reality settling in for Australians, changes in their media, buying behavior, and consumption will likely shift to conducing activities outdoors.
According to the report’s findings, 33% of the respondents were looking forward to dining out at restaurants and cafes, followed by shopping (25%) and socialising outdoors (22%).
“As we move into this next important ‘recovery’ phase, several different scenarios are possible depending on our success in opening up the economy while continuing to supress the spread of COVID-19,” says Rob Highett-Smith, general manager – consumer research, innovation and partnerships at GfK.
“In this context, understanding how consumer needs and attitudes might evolve in the short and medium terms will be fundamental to driving business growth and unlocking potential innovation opportunities.”
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