Radio, TV and Social Media: Lockdown Big WinnersBy MBN Staff | Mon, 07/20/2020 - 14:17
COVID-19 forced people to change their consumption habits. That includes not only the way they shop but also the way and time they spend listening to music and watching TV. This change has created a new dynamic for radio listeners and TV viewers in Mexico.
According to Nielsen IBOPE data, during the COVID-19 crisis, people listened to the radio an average of 19 minutes more in March, April and May. However, the time people spend listening to the radio on their vehicle or public transport reduced due to mobility restrictions in most of the country, especially in cities like Monterrey, Guadalajara and Mexico City.
"This increase is primarily reflected at home, where the audience increased 33 percent (more than 500,000 people), while time spent listening to the radio increased by 26 minutes," said Nielsen in a statement.
Centennials, born between 1997 and 2016, are the ones who have most increased their radio consumption throughout the day. On average, they spend 50 more minutes a day listening to the radio. Meanwhile, millennials, people born between 1983 and 1996, represented a radio audience of more than 15 minutes a day.
Similarly, in the four weeks after lockdowns were implemented, the increase in TV audience levels was 14 percent compared to the same period last year. This meant that people spent 37 more minutes watching TV. However, in the last four weeks (from week 23 to 26, until July 13) this difference decreased by 9 percent.
Social Media: the Other Winner
Lockdowns have also led users to surf longer on social media and other digital platforms such as Facebook, YouTube and WhatsApp, according to a Nielsen IBOPE report published in May. Currently, the digital audience is more aware of their networks and spends more time on them, which is reflected in a 42 percent increase in browsing time from mobile apps and desktop computers.
In addition to Facebook, YouTube and WhatsApp, users have turned to platforms such as Google, Instagram and Twitter, where they spend more time than before the pandemic. Facebook is the social network that increased the most minutes, as the average daily consumption rose 35 minutes per user, followed by YouTube that increased 21 minutes and WhatsApp with 19 minutes.
In Mexico, the National Survey on Availability and Use of Information Technologies in Households 2019 revealed that there are around 80.6 million internet users in the country, 86.5 million cell phone users and at least 20.1 million households with internet service, either through fixed or mobile connection.