The pandemic has hastened the digital future, but ill-conceived marketing tactics predicated on current events should be avoided. UK consumers are more wary of empty marketing rhetoric, so a mindful approach should be cultivated.

The coronavirus pandemic has pushed UK ad spending into negative territory in 2020. However, digital ad spend will grow marginally, by 0.3%, fueled by the impressive performance of video ad spending—up 15.0% this year.

Usage will exceed 10% of the UK population in 2020

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.

Physical retail has suffered hugely under the weight of the coronavirus. Ecommerce has benefited to the tune of a 14.7% rise in sales this year, and digital habits are forming that will last beyond the pandemic.

Google and Facebook made up 67.8% of the UK digital ad market last year, which we expect will drop slightly to 65.9% this year.

The economic realities brought on by the pandemic are negatively impacting revenue growth for many small and medium-sized businesses (SMBs).