Media Habits in the New Normal – an online study roam edition of The Huddle Room
Manila, Philippines. – Independent data-driven solutions agency, The Huddle Room, recently launched its nationwide study during the Enhanced Community Quarantine period in Luzon and some parts in Visayas and Mindanao. The research: Media Habits in the New Normal, quickly unlocks data on key media consumption, behavior as well as perception amidst the ongoing Enhanced Community Quarantine. In an instant, the whole of the nation was stopped and find its new normal due to this pandemic that give birth to the age of Lockdown Generation.
This study gathered more than 350 respondents nationwide via online survey among ages 18 years old above. Key highlights and findings of the study revealed that:
– 96% increased usage of entertainment platforms during the lockdown such as Facebook (including messenger), YouTube, Netflix, IG and Television.
– Access to news and information posted 90% increase with top sources coming from Facebook, Television, Youtube, social media pages of newspapers, and radio.
– An overwhelming majority, 70% feel that their current media habits will remain after the lockdown period.
– More than 60% of the respondents also answered that they are not comfortable to travel even if the lockdown has been lifted.
These media habits were further validated by significant growth in TV consumption with additional 2.6M viewers among Total Individuals (Nielsen) Arianna when ECQ was implemented.
Digital platforms posted the highest growth during the ECQ period at +277%. Digital giants Facebook and YouTube posted +59% and +42% increase in browsing and streaming respectively.
However, traditional radio posted 81% access amidst the lockdown with +6% growth nationwide while Visayas and Mindanao collectively registered +35% growth.
This study roam edition is a proprietary research by the agency following its pioneer launch of a regional study in 2019 nationwide. Survey period was done week of April 7, 2020. Agency will be launching series of studies to unlock the media habits with this new normal and age of social distancing.
For more information and access to the study, email us at ask@thrstaging.bliimo.com , visit us at www.huddleroom.com.ph or facebook.com/TheHuddleRoom.
