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Hootsuite social survey shows dramatic spike in co-dependence

New data from social media management platform, Hootsuite, shows how Covid-19 and the consequent lockdown have influenced the way the world digitally communicates and consumes social and digital content.

Zoom calls, gaming, online shopping, and TikTok became lockdown primary activities, while the word ‘unprecedented’ clogged Google’s search bar. Ultimately, due to isolation, the world’s habits have changed. Here, we look into Hootsuite’s key findings and explore the drastic changes in social media behaviours.

As the lockdown resulted in limited activities, including visiting the supermarket, reading a book, or going for a walk, social media became the go-to. Nearly half of New Zealand’s population used social media more than they did prior to lockdown, with 47 percent browsing the web. New Zealand’s statistics outplaced the UK, which had a 38 percent increase of social media users, as well as Australia with 38 percent, and the US, with an increase of 36 percent.

To no surprise, video sharing service TikTok became the most downloaded app in the month of March and locked in sixth place in the most monthly users category, following Facebook at number one, WhatsApp at number two and Instagram at number five.

Content creation and consumption increased, with 57 percent of internet users claiming they spent more time watching shows and films on Netflix. Podcasts were also a big hit, with 15 percent of men and 13 percent of women listening. Another 15 percent also admitted to creating more online content.

Gaming has always been a phenomenon, however during lockdown saw a significant spike with a 35 percent global increase of time spent playing computer or video games. When asked about preference, 69 percent of people surveyed said they used a smartphone to play video games, while 40 percent said PC, and 26 percent used game consoles.

In terms of advertising, over a third of Kiwis (35 percent) think advertising should go on as normal during the Covid-19 crisis, while the global average is 51 percent.

With zero physical stores open, online shopping became god’s saving grace for many. 41 percent of the US’s population spent more time shopping online than prior to Covid-19, while the UK saw a 37 percent increase and a 15 percent increase in New Zealand.

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