Havas Report Finds Media Consumption Rises Significantly in 55-64 Year Olds

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Sixth wave of Havas Media Group Covid-19 Media Behaviours Report reveals changing habits of this age group
Havas Report Finds Media Consumption Rises Significantly in 55-64 Year Olds

There have been significant changes in the media consumption habits of 55 to 64-year-olds in the last two weeks, according to the latest Havas Media Group Covid-19 Media Behaviours Report.

The sixth iteration of Havas Media Group’s Covid-19 Media Behaviours Report, a research study into consumer behaviour and media consumption based on a survey of 1,488 UK respondents, shows that there has been a 9% net increase in the number of 55 to 64-year-olds claiming to be watching more video streaming platforms such as Netflix since the start of lockdown, compared to the last wave of research two weeks ago. There have been similar net increases wave-on-wave for this age group in those claiming to be using more social media (9%), music streaming platforms (9%), and newspapers – both physical and online (9%) – since the outbreak started.

There has also been a 6% net increase wave-on-wave in the number of 55 to 64-year-olds saying they are listening to podcasts more than they did prior to the Covid-19 outbreak.

Whilst overall use of social media has remained relatively stable in the last two weeks, there has been a 9% net increase wave-on-wave in the number of 55 to 64-year-olds claiming to use Facebook more than they did before lockdown, and an 8% net increase wave-on-wave increase in those in this age group saying they are using Twitter more. 

Conversely, 18 to 24-year-olds have decreased their use of nearly all media in the last two weeks. Most notably, there has been a 7% net decrease wave-on-wave in the number of people in this age group claiming to be watching more streaming platforms such as Netflix than they did prior to lockdown, and a 6% net decrease wave-on-wave in those claiming to use social media more than they did before the outbreak. 

Eva Grimmett, chief strategy officer, Havas Media Group, said: “It’s really interesting to see the way in which the media consumption habits of different age groups have evolved during lockdown. While 55 to 64-year-olds have been further embracing technology and digital platforms in the last two weeks, younger audiences are showing decreased use of most media - perhaps a result of them spending more time outside meeting individual friends or family members.”


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Havas UK, 1 month ago