“As people were encouraged to stay at home, the growth of ad-supported video on CTV greatly accelerated, with YouTube consumption accounting for a major part of this,” said Ross Nicol, vice president of EMEA at video ad platform Zefr.
Young consumers have led the way in terms of digital habits and consumption through the pandemic, but older age groups have been forced to catch up. Some old habits may die hard in these groups, but the digital future has definitely been hastened.
According to research by Horizon Media published in August 2020, 60% of TikTok users said the news surrounding the app increased their desire to use it, and 9% of respondents who didn’t use TikTok said the news inspired them to try it. (In November 2020, Horizon Media and TikTok announced a partnership that gives the agency and its clients special access to, and discounts on, various ad products.).
In the UK, 19% of digital buyers polled in May 2020 by ChannelAdvisor and Dynata said they’d become more confident about making online purchases—good news for digital retailers—yet 13% said their expectation of speedy delivery had increased.
It’s no longer news that teens are leaving Facebook, and that Instagram is picking up at least some of those users. But as Facebook’s losses in the younger generations continue to mount, the gap between the sister apps will widen. We estimate that Instagram surpassed Facebook in teen usage in 2018.