Emarketer Research Recap

Consumer Attitudes and Behaviours

In a recent study from eMarketer, researchers suggest that streaming video gained even more popularity in Canada during quarantine. Consumers have turned to a blend of TV and digital video for their long-form content during the pandemic. Consumers ages 18 and up will spend 5 hours daily watching TV and digital video this year, 65% of this content is TV.

5 hours daily watching

Over-the-top (OTT) streaming services are attributed to a significant portion of this video consumption. According to eMarketer's digital video forecast from 2019, more than 20 million people have subscription OTT video services in Canada this year, well over half the population.

Consumer behaviour in various industries

It's also interesting to note trends and consumer behaviour in various industries. US based research indicated that more consumers are shopping via mobile devices during the pandemic. According to App Annie, shopping apps reached 14.4 million downloads in the US between March 29 and April 4, this represents a 20% increase from January. A more recent study from the mobile app tracker found that 59% of US adults prefer to shop using their mobile phone.

Shopping
Alcoholic Beverages
Alcoholic Beverages
Alcoholic Beverages
Shopping
Alcoholic Beverages

Another study indicated that alcohol purchases have increased and are also shifting to online. Since the pandemic hit in March, 61% of US adults ages 21 and older have said they've purchased more alcohol.

 

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