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DoubleVerify’s latest Four Fundamental Shifts in Advertising and Media report shows consumer consumption habits are evolving in response to macro social and economic trends. Key takeaway? Consumers are spending more time at home consuming content daily than they did pre-pandemic, with CYTV, streaming, and social media the big winners.
Covering insights from over 16,600 global consumers, DoubleVerify has this week launched its Four Fundamental Shifts in Advertising and Media report. Now in its second iteration following DV’s 2020 report, the chief takeaway for publishers is that people are spending more time each day consuming content now than they did pre-pandemic.
In addition, not only did 55% of consumers say they were spending more time consuming content daily, but the digital habits they picked up during the pandemic weren’t transient phenomena – they’re now part of consumers’ daily lives.
The main reason cited by consumers for increasing time spent online at home is due to the rising cost of living. This varies by age group with almost two-thirds (63%) of those 65+ highlighting increased costs as a factor driving increased digital content consumption, compared with just 32% of 18-24 year olds. Younger consumers also prioritized entertainment, while older consumers are more focused on current affairs.
Whether due to push factors like reduced budgets or pull factors like new content subscriptions and lasting hobbies, the research underscores how consumers’ digital content consumption has fundamentally changed in the post-pandemic era. The accelerated growth in digital consumption continues to open up new advertising avenues and new audiences.
Julie Eddleman, Chief Commercial Officer, DoubleVerify
The chief winners of more time spent online are connected television (CTV), streaming, and somewhat predictably, social media. Overall, 27% of consumers expect to spend more time on social media
over the next year, peaking at 41% among 18-24 year olds.
Other findings include:
- Content is getting better – the pull of more content subscriptions and the perception that the quality of content today is better than ever is driving consumers to spend more time with digital and streaming content.
- Online shopping surges and is bolstered by a contextual approach – 54% of respondents report buying more items online now than pre-pandemic, while 67% are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas.
- Trust and shared values foster loyalty, but consumers are quick to judge – consumers are concerned about the spread of mis- and disinformation, and it shows—61% are even less likely to purchase/use a brand again if they see it advertised beside mis-/disinformation.
- Attention fuels media efficacy – two-thirds (66%) of respondents claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention. Survey respondents reported that they believe they see between 1 and 50 ads per day.
With digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.
Mark Zagorski, CEO, DoubleVerify
