Fortnite is the new IRL
Gen Z + Millennials suffer the most from mental health challenges in the pandemic
Multicultural audiences are streaming a lot
Fortnite Is The New IRL
Nielsen Research has published an interesting take on how Covid-19 has impacted the way Americans spend their free time, and how advertisers can take advantage of the opportunities in the gaming universe.
The Trend
People been playing video games at home in lieu of other entertainment options, but they’ve also been using games to hang out virtually with friends and participate in communal experiences.
The Opportunity
Therefore, brands that previously reached consumers in real-world settings through physical media like billboards will need to plan for more gatherings to happen inside video games.
Source
Click here for further reading.
Source: Fortnite is the New IRL: Why Brands Must Plan for a Rise in Virtual Gatherings. September 9, 2020. https://www.nielsen.com/us/en/insights/article/2020/fortnite-is-the-new-irl-why-brands-must-plan-for-a-rise-in-virtual-gatherings/
Gen Z + Millennials Suffer The Most From Mental Health Challenges During Pandemic
According to The Washington Post, the two youngest segments of consumers are in trouble; the pandemic is affecting Gen Z and younger Millennials more than any of the older generations.
The Trend
Younger adults are among those who have “experienced disproportionately worse mental health outcomes, increased substance use, and elevated suicidal ideation” during the pandemic.
The Opportunity
Promoting mental health resources to younger adults.
Source
Click here for further reading.
Source: Who is handling the pandemic best emotionally? Boomers and other retirees. By Daryl Austin for Washington Post, September 11, 2020. https://www.washingtonpost.com/lifestyle/2020/09/11/pandemic-stress-boomer-millennial-parenting/
Multicultural Audiences Are Streaming a Lot
According to Nielsen Research, we are streaming even more than before the pandemic – and multicultural audiences are taking the lead in time spent with TVs and connected devices.
The Trend
Black adults continue to spend the most time overall with media—21% more time than the average adult. They spend more time than any other group with live TV at 5 hours and 4 minutes and with smartphones at 4 hours and 46 minutes per day.
The Opportunity
Use creative or brand messages that are positive or encouraging to cut through people’s fear and uncertainty. Package your content to help address our new reality.
Source
Click here for further reading.
Source: Multicultural Consumers Are Streaming Content More Than Ever as Social Distancing Continues, April 3, 2020. https://www.nielsen.com/us/en/insights/article/2020/multicultural-consumers-are-streaming-content-more-than-ever-as-social-distancing-continues/
