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  • Survey: Younger Users Increase Mobile and CTV Usage

    A new survey released by video ad platform Unruly has found, among other things, that younger users are spending more time with their phones and connected TVs in response to the Covid-19 pandemic. The survey revealed that 86% of 18-24 year-olds are either spending “a lot more” or “a little more” time than before on mobile phones. Other age groups are close behind; 25-34 year-olds (83%) and 35-44 year-olds (84%), with 45-54 year-olds (62%) and 55+ year-olds (44%) trailing.

    Time with connected TVs has also surged, with 66% of 18-24 year-olds either spending “a lot more” or “a little more” time than before on CTVs, with all other age groups up as well: 25-34 year-olds (76%), 35-44 year-olds (72%), 45-54 year-olds (60%) and 55+ year-olds (46%).

     



    Unruly also found that comedies and dramas are gaining the most popularity. 59% of respondents said they’re currently watching comedies with 56% saying dramas, following by action and news (each 50%). No surprise, sports ranked the lowest with 22%.

    During the virus, brands have been challenged to create new messages and decide where to place them. Respondents preferred advertisers currently share “how they are supporting staff and customers” (22%), followed by “provide informative messages about Covid-19,” with “create funny or positive content to distract from what’s going on” and “provide a sense of continuity and normality” each at 17%.

    The survey included 2,556 consumers globally in late March. The full results are here. Unruly is a division of Tremor International.

     
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