Change in media consumption in Denmark during Corona March – April 2020 Method
Purpose The Corona virus’ entering has greatly impacted the Danish consumers, their attitudes, buying habits and media habits. Therefore, Dentsu Denmark has initiated a tracker during this time to monitor the above. This report covers an extract of the tracker regarding the changing media consumption among the Danish consumers.
Target group Sample size Survey Persons 16-74 1000 new Via panel. Collected interviews every each week for 6 week weeks
Benchmark The gathered data is benchmarked against our 2018 M1 panel data with 5.500 interviews in order to ensure the largest possible base and to benchmark data in the broad target group. The changes in behavior that we see in this report is also validated via behavioral data (e.g. TV meter), data from other surveys during 2019 and 2020 and data from media. Executive summary
The highest increase in daily usages during Corona is on Streaming, reading news sites/apps and watching linear TV.
The highest increase in time spent during Corona is Reading News Sites/apps, Social media and Streaming.
The Danes are reading less newspaper every day since people stay more indoor, but the ones who have access to newspapers spent more time reading them than before.
The Danes are listening less to Radio as they are commuting less due to Corona. The share of Danes who uses the internet daily has dropped on average during Corona. This is due to Family’s with children having very little spare time as day care and schools are closed. 3 The highest increase in daily usage before/after Corona is on Streaming, Visiting News Sites/Apps and Watching Linear TV
Every day use
Pre COVID-19 Week 12 2020
91%
81%
64% 64% 66% 59%
43%
32%
20% 20% 14% 12%
3% 5%
Linear TV VoD / Streaming Read printed Read newspaper Read printed Use the internet Use social media newspaper online / app magazine LINEAR TV The daily linear tv consumption has increased significantly during Corona
Comments
Every day 1. We have seen a general decline in Watch regular TV (DR, TV 2, TV3 etc.) linear TV consumption during the last years, so this increase is noticable
64% 2. The Danes have more time on their 59% hand to watch linear TV
Pre COVID-19 Week 12 2020 Media use in general Base: 1000 The Danes are watching TV from many different devices
TV Ways of watching
Week 12 2020
53%
29%
15% 13% 11% 12% 9%
Traditional TV (Cable) Smart TV (Wifi) Cast via mobilephone Cast via mtablet (etc. Via mobile Via tablet None of these (etc. Chromecast / Chromecast / Apple Apple TV) TV)
Ways of watching TV Base: 1000 WEB-TV (STREAMING) XXX Daily streaming has more than doubled
Every day Watch Video On Demand/Catch-Up TV/Streaming (e.g. dr.dk, TV2 Play, Netflix, Viaplay)
43%
20%
Pre COVID-19 Week 12 2020 Media use in general Base: 1000 The time spent on streaming is also increasing considerably during Corona
Min. 1 hour a day Watch Video On Demand/Catch-Up TV/Streaming (e.g. dr.dk, TV2 Play, Netflix, Viaplay)
54%
42%
Pre COVID-19 Week 12 2020 Time consumption Base: 1000 OVERALL INTERNET USAGE The Danes are on average less on the Internet every day during Corona
Comments
Every day 1. Family’s with children has a lower Use The Internet (On Any Device) usage than before as daycares and schools are closed and the parents have less spare time. 91% 2. Many Danes are working at offices 81% where a lot of the work is done on the Internet during the workday. However, as many are not working during Corona, they are now to a lower degree on the Internet than during normal work weeks before Corona.
Pre COVID-19 Week 12 2020 Media use in general Base: 1000 PRINT (NEWSPAPERS) Less Danes are reading the newspapers daily
Comments
Every day 1. People stay more indoor and have Read Printed Newspapers limited access to buying the newspapers
2. The daily newspapers distributed to homes can’t compensate for limited access to newspapers
14% 12%
Pre COVID-19 Week 12 2020
Media use in general Base: 1000 The Danes who do have access to newspapers spend more time reading it
Comments
Min. 1 hour a day 1. Even though we see a decrease in Read Printed Newspapers amount of people who read newspapers the total time spent on reading newspapers has increased
2. The Danes have more time to read the newspaper in-depth and with more interest during Corona
11% 9%
Pre COVID-19 Week 12 2020
Time consumption Base: 1000 ONLINE NEWSPAPERS Visitors to news website has increased significantly Comments
Every day 1. The Danes need to stay Read Newspaper Websites/Apps updated on the Corona crisis and the guidelines issued by the government
32%
20%
Pre COVID-19 Week 12 2020 Media use in general Base: 1000 The time consumption on news sites has almost doubled Comments
1. The average Dane have more Min. 1 hour a day time on their hands to read Read Newspaper Websites/Apps news stories
2. More news stories are directly relevant to the every day life of the Danes during Corona
13% 7%
Pre COVID-19 Week 12 2020
Time consumption Base: 1000 RADIO The time consumption on radio has decreased
Comments
Min. 1 hour a day 1. Many Danes normally listen Listen To The Radio (On Any Device) to radio to and from work, but many Danes are not currently working at the office
2. People have more time to listen to the radio at home, but it doesn’t compensate for the time listening to radio during commuting before Corona 36% 34%
Pre COVID-19 Week 12 2020 Time consumption Base: 1000 MUSIC STREAMING 19% of the Danes are straming music during Corona
Every day Music streaming (e.g. via Spotify)
19% N/A
Pre COVID-19 Week 12 2020
Media use in general Base: 1000 SOCIAL MEDIA There is a tendency to an increase in the daily usage of social media
Every day Use Social Media Sites/Apps (e.g. Facebook, Instagram, Twitter, Snapchat)
64% 66%
Pre COVID-19 Week 12 2020 Media use in general Base: 1000 And the Danes seem to spend significantly more time on social media Comments
Min. 1 hour a day 1. There is a 33% increase in Use Social Media Sites/Apps (e.g. social media usage Facebook, Instagram, Twitter, Snapchat) 2. The Danes needs to ”kill time” and Social media helps them do that.
3. Especially young people without children spend time on social media
36%
27%
Pre COVID-19 Week 12 2020 Time consumption Base: 1000 The daily Facebook visitation has increased by 14%
At least once a day At least once a week Use Facebook
80% 77% 72%
63%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 The daily Instagram visitation has increase by 39%
At least once a day At least once a week Use Instagram
43%
32% 32%
23%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 The daily LinkedIn visitation increased by 37.5%
At least once a day At least once a week Use LinkedIn
24% 20%
11% 8%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 The daily Snapchat visitation increased by 35%
At least once a day At least once a week Use Snapchat
35% 31% 27% 20%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 The daily twitter visitation has increased by 29%
At least once a day At least once a week Use Twitter
14% 15% 7% 9%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 The daily Tinder visitation remain the same while the weekly visition has an increasing tendency
At least once a day At least once a week Use Tinder
9% 11% 5% 5%
Pre COVID-19 Week 12 2020 Social media use Base: 1000 Podcast Podcasts has become more popular
At least once a day At least once a week Downloads/Listens to a podcast
19% 15%
6% 7%
Pre COVID-19 Week 12 2020 Other media use Base: 1000 Vil du vide mere?...