A report published by Influencer and GlobalWebIndex has found that two thirds of consumers think they will use social media to the same extent once restrictions are lifted. This comes as the report also finds that 72% of consumers who follow influencers in the U.S. and the UK say they’re spending more time on social media per day since the outbreak of coronavirus.
The news proves that the coronavirus outbreak has shifted the social media landscape in a potentially permanent way. The trends that the marketing industry has seen in recent months are set to have long lasting impacts, with consumers suggesting that their interaction with influencers is here to stay.
The report from Influencer offers custom research on influencer marketing alongside existing research on the coronavirus to dig into the impact the outbreak has had on consumers’ behaviors. The survey taken in May 2020, defined their audience as internet users who say they follow content creators/influencers on social media. This definition rendered a sample of 1,056 (UK) and 1,038 (U.S.) internet users aged 16-64.
The goal of the report was to unearth the effect that coronavirus has had on influencer marketing and consumer behaviours, as well as consumer relationships to content creators. This report is being used as a guide post for brands concerned with how to successfully work with creators moving forward.
Influencer’s findings proved that consumer media use has increased over the coronavirus period, largely because people have been restricted from doing their normal day-to-day activities. The report confirmed that content consumption has risen, showing that 72% of consumers who follow influencers in the U.S. and the UK say they’re spending more time on social media per day since the outbreak of coronavirus.
Gen Z already use social media at high levels, however, the research by Influencer has shown that this has increased to 84%. It was found to be only a little lower for baby boomers at 68%, showing that time spent on social media has increased across all age groups. People are using social media at higher levels across the board, and crucially, they see this as something that they will continue to do.
One of the key findings of the report was that two-thirds of consumers who follow influencers say they’re likely to continue using social media to the same extent once restrictions are lifted. The report showed that baby boomers are more inclined to say they’re likely to continue using social media to the same extent than Gen Z; 69% of boomers say this compared to 57% of Gen Z.
The findings have proven that social media use is at an all time high, and this high is set to continue into 2020 and beyond. Consumer perceptions of social media are shifting, as more people become comfortable with consuming content on social platforms.
Read the full report here: The Age of Influence: How COVID-19 has propelled brands into the era of influencer marketing