When US consumers started spending more time at home during the pandemic, they also started using social media more, providing an unexpected boost to engagement on these platforms. The coronavirus has hastened the development and popularity of new live streaming, video chat and gaming features on social networks.
The Harris Poll conducted between late March and early May, found that between 46% and 51% of US adults were using social media more since the outbreak began. In the most recent May 1–3 survey, 51% of total respondents — 60% of those ages 18 to 34, 64% of those ages 35 to 49, and 34% of those ages 65 and up – reported increased usage on certain social media platforms.
However, it's important to keep in mind that certain social media sites will sustain more engagement than others, and time spent on these social networks and messaging may change as people start to go back to work and school. Which consumer behavior trends on social media will continue after the pandemic and how can we prepare for any expected shifts?
eMarketer's report US Social Media Usage Report 2020 explores US social media usage patterns during the start of the coronavirus pandemic and discusses three activities to pay attention to moving forward.
Here are some key takeaways from the report: