Italy saw a 36% increase, and Japan was up 23%. Additionally, the pandemic contributed to increases in communication on Snapchat. Spiegel said communication with friends was up more than 30% in the last week of March vs. the last week of January—and in some markets there was an increase of more than 50%. Spiegel also noted that chat, calling and games were highlights for group engagement.
Even as digital makes steady gains in Japan, traditional media continues to play an important role in the lives of adults, as reflected by media time spent. This is due, in part, to an aging population—and it’s one of the reasons why time spent with digital video lags TV.
Japan. China's economic slowdown has also negatively affected Japan's GDP growth. We estimate that digital ad spending in Japan will increase 7.0% this year, reaching $14.79 billion. Much of this comes from Japanese companies shifting their advertising focus from traditional media to digital, as TV networks, radio stations and print companies put up more ads in digital spaces.
We forecast that digital ad spending growth will rebound in 2021 before returning to pre-pandemic rates, and that by 2024 it will account for more than three-quarters of total UK media ad spending. In terms of the allocations of spend across industries, 2020 will be a story of two trends.