“Across all age groups, there has been a massive increase in social media use, specifically within the younger demographics of 16- to 24-year-olds, and TikTok was the most downloaded app in Q1,” said Tereza Vincalek, agency engagement lead at GroupM. “TikTok is predominantly Gen Z’s preferred choice of platform.

Even before the pandemic, people in Latin America were some of the most engaged consumers of social media worldwide. During Q1 2020, Brazil, Colombia, Mexico, and Argentina were all in the top 10 countries worldwide that spent the most time per day on social media, according to GlobalWebIndex. With the onset of the pandemic and government-mandated quarantines, consumers spent even more time on social.

Five highlights and five charts on private messaging, ecommerce and social media

That said, many of the correlations that were noted in 2019 between SVOD and demographic traits persisted in 2020. Respondents ages 16 to 34, the affluent, and those living in urban areas were much more likely than other cohorts to access SVOD.

More than 84% of internet users had been active on social media during the prior month, and usage was fairly uniform across all demographic groups. However, respondents spent more time on social sites—an average of 1:53 per day, vs. 1:40 spent viewing broadcast TV.

Social Media and Mobile Messaging. Many people turned to social media in recent months to stay connected with friends and loved ones and to share information. But the pandemic didn’t increase the number of people using social networks or messaging apps.