A new Huddle Room study puts the pandemic in perspective
Independent data-driven solutions agency, The Huddle Room, recently launched, “Media Habits in the New Normal” a nationwide study during the current Enhanced Community Quarantine covering Luzon and sections of Visayas and Mindanao. The research presents data on consumers’ key media consumption, behavior, and perception amidst the ongoing Enhanced Community Quarantine. In an instant, the entire nation was stopped and forced to find its “new normal”, giving birth to an entire, “Lockdown Generation”.
The study was conducted nationwide via an online survey, with over 350 respondents aged 18 and 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 an 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 room edition is a proprietary research by the agency following its pioneer launch of a regional study in 2019 nationwide. Survey period was the 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.