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1、Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. THE NIELSEN TOTAL AUDIENCE REPORT AUGUST 2020 SPECIAL WORK FROM HOME EDITION 2Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use
2、of this copyrighted material is expressly prohibited. To say 2020 has been one of volatility, uncertainty and caution among consumers as well as small and big businesses would be an understatement of epic proportion. COVID-19, cultural and civil unrest and continued evolution in the media landscape
3、have altered all aspects of our everyday lives. The way we shop for groceries, receive medical care even how we see each otherhave all been upended. Many changes wont be temporary, and this disruption will breed a slew of transformations that are here to stay, many of which are already evident. Yet
4、during times of great distress comes opportunity for innovation, ingenuity and triumph the core of our American experience. During the Great Depression, for example, the car radio, conceptualized decades prior, finally became a reality in 1930. Radio remains relevant todayand a worthy companion for
5、the socially distant. King Kullen, the first supermarket, also opened in 1930, debuting a revolutionary model in food retailing and marketing that still exists today. And during the Spanish Flu of 1918, we witnessed the birth of the modern studio system when Adolph Zukor, co-founder of Paramount Pic
6、tures, consolidated an array of distressed theaters into a system that owned every aspect of filmmaking. As you will see in this report, COVID-19 has catapulted streaming to become the present and future of content creation. Today, it accounts for 25% of our collective time spent with the television
7、 among streaming capable homes. Streaming has also taken hold among consumers 55 and older, often a technological sign of ubiquity and resolve. Amid all the change, however, none is bigger than how many of us workand that change may be more long-lasting than we originally expected. The implications
8、of a U.S. workforce that works remotely are seemingly endless. For one, companies will not be reliant on local talent. Then theres the cultural and political exchange of city dwellers moving to less dense regions and vice-versa. That will have economic, voting and marketing implicationsas well as op
9、portunities. In a very short period, housing trends are already highlighting these shifts, and in many locations, demand outweighs inventory. That inventory, however, will need to be tech-enabled for our evolving lifestyles. A decade ago, the U.S. Census reported that nearly 11% of the 128 million s
10、trong U.S. workforce either worked from home some or all of their time. COVID-19 has boosted that number, and everyone should be applying this reorientation to their critical thinking when it comes to driving ROI and thinking about their workforce. For this report, we dove into remote working to ass
11、ess how work-from-home consumers are adaptingand performing. Importantly, our research highlights just how quickly Americans have adapted and now WANT to work remotely, largely due to the flexibility it affords. In a special survey that we conducted, 73% of respondents said that working from home gi
12、ves them the freedom and flexibility that best suits their needs, and 80% of them prefer to work for companies that allow them to do so! We think that this consumer preference, as well as this special analysis using our unparalleled panel to uncover real and actionable insights in media habits of re
13、mote workers, is a crucial piece of intelligence for the media industry and beyond and something only Nielsen can do. While we are encouraged that COVID-19 might someday be mitigated, if not fully eradicated, some of the habits that consumers pick up from this time will stick. And small to big busin
14、esses all stand to win if they are agile enough to meet consumer demand, identify implications and understand the marketing challenges and rewards of these habitual and geographic changes we are only beginning to uncover. Thanks, PETER KATSINGRIS, SVP AUDIENCE INSIGHTS 3Copyright 2020 The Nielsen Co
15、mpany (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. REASONS ADULTS WORKED FROM HOME AT LEAST OCCASIONALLY PRIOR TO OUTBREAK TRADING SPACES: HOME HAS BECOME THE NEW OFFICE HOW DO CONSUMERS FEEL ABOUT THIS CHANGE OF PACE? Prior to COVID-19, work
16、ing from home or remotely was still more of a career luxury than a necessity. With the onset of this global pandemic, companies the world over had a business imperative: enable remote working (if possible) with a degree of creativity or suffer a great loss of productivity, employee trust and engagem
17、ent and, for publicly traded entities, a decline in shareholder valueall alongside a potential for revenue drops. According to The Nielsen Remote Workers Consumer Survey, a survey of 1,000 adults who worked from home prior to and during the novel coronavirus outbreak, two-thirds of respondents are n
18、ew to working from home full time as a result of COVID-19. While working from home is fraught with its own challenges, such as toddlers crawling around during virtual meetings, home-schooling pushy teenagers and sharing an office space with your significant other (or, gasp, all three!), respondents
19、also love the convenience of working from home, still feel engaged with their current role and responsibilities and think its easier to strike a work/life balance. AS OF JUNE 2020, PERCENT OF RESPONDENTS WHO STARTED WORKING FROM HOME SINCE THE CORONAVIRUS OUTBREAK Base: Worked from home prior to vir
20、us outbreak Convienence of working from home Flexibility of working schedule Cost-saving from lack of commute 53% 44% 26% No centralized team location Distance from offi ce location Kids / pets / other dependents at home 24% 13% 22% 66%65%65%73%66% TOTALBLACKHISPANICASIAN AMERICANWHITE Base: Remote
21、workers 4Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. 2%2%2%3%3%3% 1%1%5%4%5%2% Very engagedSomewhat EngagedNeutralSomewhat DisengagedDisengaged WFH PRIOR TO AND DURING CORONAVIRUS WFH SINCE CORONAVIRUS 18-3
22、435-4950-6465+ 36% 29% 22% 11% 29% 34% 16% 18% 23% 36% 17% 20% 31% 33% 19% 15% 38% 29% 17% 14% 48% 24% 14% 11% MALEFEMALEBLACKHISPANICASIAN AMERICAN WHITE 36% 34% 15% 14% 26% 31% 20% 19% 26% 31% 20% 18% 30% 30% 20% 19% 36% 31% 20% 9% 31% 33% 17% 17% HOW ENGAGED ARE WORK-FROM-HOME CONSUMERS? It takes
23、 more than a few months of time to get accustomed to the massive lifestyle change that working from home brings. Despite the relatively short amount of time some have had to get acquainted with this change of pace, the disparity in engagement levels between those already working from home prior to C
24、OVID-19 and those who moved to remote work at the hands of the pandemic is relatively small overall. Just two percentage points separate those who worked from home before the pandemic and feel somewhat or very engaged (65%) to those who feel the same way but started working from home during the pand
25、emic (63%). However, engagement levels vary prominently depending on race and ethnicity, age and gender, so there is still, literally, work to be done here. Companies have an impetus perhaps now more than ever to work to ensure that, beyond diversity, there are best-practices implemented to keep a d
26、iverse workforce engaged as a way to foster productivity. Base: Remote workers 5Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. HOME COMPANIONS: MEDIA USE OF WORK- FROM-HOME EMPLOYEES CONSUMERS MAY BE WORKING F
27、ROM HOME, BUT THEY STILL LISTEN, WATCH AND CONSUME Multitasking in todays world is the rule, not the exception, so its no surprise that work-from-homers have turned to media to keep them company, pre-occupy them or perhaps even to replace the hum of a chatty office with a gaggle of talking heads. Be
28、yond survey data on sentiment, Nielsen was also able to leverage its observational panel in combination with a custom Scarborough survey linked up with our Total Media Fusion methodology. Looking at the cross-platform viewing habits of custom demographics for adults 18+ that worked from home before
29、COVID-19 and those that began working from home during it, we found that in both instances, these groups go digital (computer/ smartphone/tablet). While those that worked from home prior to coronavirus spend more time throughout the entire day viewing content, work-from-homers that have done so duri
30、ng COVID-19 spend more time on digital as well as TV-connected devices and have a larger share of viewing to digital sources (57%). Brands and agencies looking to reach either work from home group have an impetus to reach these consumers where they work, literally, via their digital marketing strate
31、gies. DAILY HOURS:MINS OF USAGE ON TV AND DIGITAL FEB-APR 2020, TOTAL DAY SHARE OF DAILY TIME SPENT ON TV AND DIGITAL FEB-APR 2020, TOTAL DAY Live+Time-Shifted TVTV-Connected Devices (DVD, Game Console, Internet Connected Device) Digital EMPLOYED TRADITIONAL WFHER EMPLOYED COVID WFHER 3:39 1:09 5:38
32、 10:27 4:18 1:06 5:21 10:47 3:05 1:18 5:44 10:08 EMPLOYED TRADITIONAL WFHER EMPLOYED COVID WFHER ADULTS 18+ ADULTS 18+ 35% 11% 54% 40% 10% 50% 30% 13% 57% 6Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. WHAT T
33、HEY ARE DOING DURING WORK HOURS Listen to music (AM/FM radio, streaming services) 40%35%25% Watch TV or stream content during a break from work 33%32%35% Spend time on social media 31%33%36% Purchase goods and services online 13%48%39% Watch TV or stream content while working (with sound) 29%27%44%
34、Listen to spoken word audio content (radio news, talk shows, podcasts) 23%30%47% Watch TV or stream content while working (no sound) 25%25%50% Every dayAt least once a weekNever / NA Nielsen found that while there may be less commuting going on with this section of the workforce, these consumers sti
35、ll rely on radio quite a bit. After all, a love of music is a hard habit to break, and its one that most consumers dont want to disconnect from regardless of their location. Rather than shutting radio out of their marketing mixes, brands might want to consider adjusting their strategies to reach lis
36、teners who may be on the job instead of on the way to one. Importantly, 75% of people noted that they listen to music while working at least once a week, and 40% of those listeners do so daily. 7Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted m
37、aterial is expressly prohibited. News Comedy Movies Drama Sports Short-form Videos and Clips Talk Shows Game Shows Kids Shows 47% 40% 36% 30% 21% 24% 19% 14% 9% Local News National Cable News National Broadcast News International News 64% 62% 58% 22% Daytime television has seen a shift in its usual
38、viewer demographics as a result of COVID-19, as many people who used to be at work now have the TV on at home during their work day. Given the uncertain and rapidly changing times, news is the most popular type of content viewed or streamed. And among that news content local news is king, as quarant
39、ine restricts our movement and puts a newfound focus on our immediate surroundings. Unsurprisingly, after getting ones fill of the events of the day many viewers turn to comedy as a way to escape. TYPES OF TV AND STREAMING CONTENT VIEWED WHILE WORKING FROM HOME NEWS CONTENT VIEWED WHILE WORKING FROM
40、 HOME Base: Watch TV or stream news content while working from home Base: Watch TV or stream content while working from home 8Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. Local info (events, crime, announcem
41、ents, classifi ed, weather) Stories relevant to me Content that I trust Connection to my community More time to watch due to working at home Feeling like Im watching something meaningful Feeling like Im supporting my community Anchors/contributors I trust Feeling like my viewership is valued Promoti
42、ons from local businesses Fewer sensationalist headlines 61% 41% 44% 39% 28% 20% 27% 17% 14% 12% 11% REASONS LOCAL NEWS IS WATCHED WHILE WORKING FROM HOME Base: Listen to spoken word audio content while working from home Base: Watch local news content while working from home In addition to proximity
43、, there are many other reasons why local news is being embraced more than ever, both on TV and through AM/FM radio and podcasts. Nielsens survey shows an increase in spending locally, and local news is a way to bolster individuals connection with the community. Trust is also a major concern, as many
44、 people look to anchors and content that provide reliable and relevant information. TYPES OF LOCAL NEWS LISTENED TO WHILE WORKING FROM HOME I listen to news/current event podcasts I listen to an all news or a news/talk radio station I listen to news updates on a music radio station I listen to a pub
45、lic radio station 44% 39% 33% 28% 64% STAYING LOCAL: 64% OF CONSUMERS WHO CONNECT WITH NEWS CONTENT WHILE WORKING TUNE INTO LOCAL NEWS TO REMAIN INFORMED! 9Copyright 2020 The Nielsen Company (US), LLC. All Rights Reserved. Unauthorized use of this copyrighted material is expressly prohibited. Workin
46、g remotely gives me more freedom and fl exibility to live a lifestyle that best suits my needs I have embraced virtual resources that allow me to engage with my job and team as if I was in person I have a better work/life balance when working from home Since working from home, I feel less connected
47、to my job and the people I work with I prefer to be in person when working as opposed to working remotely Since working from home, I feel more connected with my community and am making more local purchases in my neighborhood 73% 70% 66% 49% 40% 46% HOW CONSUMERS ARE FEELING ABOUT WORKING FROM HOME T
48、op 2 Box (Out of 5 - Strongly/Somewhat Agree) DUAL INTENTIONS: STRIKING THE WORK/LIFE BALANCE BLURRED LINES: NO COMMUTE AND THE FLEXIBILITY TO WORK OFF HOURS ARE THE SECRET TO PRODUCTIVE WORK FROM HOME EMPLOYEES SUCCESS! As if holding down gainful employment, raising children or simply trying to get
49、 ahead in lifeor a combination of all three and then somewasnt stressful enough, throw an unprecedented pandemic at the American dream and there has never been a more important time for companies to take stock of the health of their associates. Its especially crucial if they want to maintain a productive workforce that might be missing the structure that in-person office culture tends to bring. Nielsens survey found that work-from-home consumers are largely enjoying this change in daily routine, as its allowed