At paradoxes we often get asked by clients standard consumer behaviors and how they have changed over the years. Recently we examined our data archives to see how consumers spend their time and how media usage has changed from 2015 to 2021. Here’s what we learned:
How consumers spend their time
Which of the following is most important to you? Please select your top three. (Wave 1 N=400, Wave 2 N=500)
Spending time with family and financial security remain top personal priorities. Younger women consider travel and experiences much more important than other gender/age groups.
Consumers media type usage
Which of the following types of media do you use twice a week or more? (Wave 1 N=400, Wave 2 N=500)
Podcasts, streaming video services, and social media have increased. While all other forms of media have decreased. Social media is the most frequently consumed media on a weekly basis, but level of consumption varies by gender and age group.
Consumers social media usage
Which of the following do you use at least twice weekly? (Wave 1 N=300, Wave 2 N=400)
Instagram, Snapchat, and Reddit usage have substantially increased since wave 1. Facebook and Yelp usage have significantly decreased. Facebook, YouTube, and Instagram are the most frequently used social media platforms for all gender and age groups.
Consumers TV usage
Which of the following television genres do you watch on a weekly basis? (Wave 1 N=400, Wave 2 N=300)
Amongst TV watchers, “News” is watched less frequently in Wave 2 compared to Wave 1. Comedy and drama are two categories most frequently ranked in the top 3 for both genders and all age groups.
Consumers radio usage
Which of the following genres of radio do you listen to on a weekly basis? (Wave 1 N=300, Wave 2 N=200)
Among those who regularly listen to the radio, fewer are listening to Pop, Rock, and Alternative. Rap/Hip Hop has seen a rise in regular listeners. Females across both age groups most frequently listen to Pop, while younger men more frequently listen to news and older men listen to sports. Pop is the top genre across all gender and age groups.
Consumers newspaper usage
Which of the following types of newspapers do you read at least once a week? Can be either in print or digital. (Wave 1 N=200 ,Wave 2 N=300)
Among those who regularly consume newspaper content, all types apart from Local news have seen a rise in consumption. Older women read Local newspapers more often, and read International newspapers less than other groups.
Consumers magazines usage
Which of the following types of magazines do you read at least once a month? Can be either in print or digital. (Wave 1 N=300, Wave 2 N=200)
Among those who regularly consume magazine content, all types have seen a rise in consumption. Each gender has distinct magazine interests; no categories are present in the top three for both men and women. Women of all ages share an interest in fashion, celebrity, business, and travel. Men of all ages share an interest in technology and news.
2021 Paradoxes Inc.