The Role of Personalized Video Emails in Nurturing

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The lockdown set media consumption for the 55+ back five years. The share of live/timeshifted commercial TV rose to 52% , news brands (print) to 10% , the same as in 2015, and social media to 8% , a full percentage point lower. As in 2015, consumers spent more time on news brands (print) than on social media, a surprising result given that many shops were closed during the lockdown, and it was expected that online news sources would be preferred for convenience. These changes were also reflected in changes in weekly reach.

Conclusion

If the study had focused only on the commercial gambling data canada media landscape from the perspective of all adults, it would have painted a picture of changes that were broadly consistent with expectations given the circumstances. However, digging deeper into different age groups highlights the dangers of the "average" - that the cause of this relative stability and predictable change across adults is not that all age groups are moving in the same direction at the same pace, but rather in very different directions, often at very different speeds.

For the over 55s, it almost seems that under lockdown, the tangible assets of physical media (Print, linear TV, Radio) have become a reassuring reference , while digital media have allowed 16-34 year olds to maintain a connection with a world that is changing at a frightening speed.

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March 17, 2021
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By Kati Bremme, Innovation and Foresight Department, France Télévisions