Lockdown 3.0 witnesses decrease in mobile consumption: MiQ-Mood of the Nation report

According to the report, Desktop consumption has increased by 8.3% while usage of Mobile Phones and Tablets dropped by 1.1% and 0.7% respectively

e4m by exchange4media Staff
Updated: May 15, 2020 8:37 AM
MiQ report

Marketing Intelligence and Analytics firm MiQ Digital has released its ‘Mood of the Nation’ report based on insights around the changing online behaviour of Indian citizens during the COVID-19 induced lockdown, and aims to provide brands with the most pertinent advice on how they can adapt their media plans to the new normal.

Though the general uptick in digital consumption remains prominent across the country,
there are considerable regional differences in online content consumption. Therefore, the report looks at how the different regions are faring, especially the differences across the Red, Yellow and Green zones as described by the Government of India, and what this means for advertisers.

Change in Programmatic Inventory

According to the report, the post-lockdown period saw a 132% increase in biddable programmatic inventory. With a global perspective, the post-lockdown increase in digital activity in the US stands at 28% and 46% in the UK. Among developing economies, China registered an 87% increase in the online opportunity whereas in Singapore, the interest only rose by 20%.

Increased traffic on both Mobile devices and Desktops have contributed to this overall increase in the digital opportunity, but with the government relaxing some restrictions during
phase 3 of the lockdown, a minor decrease in mobile phone consumption stats has been seen, though activity on the Desktop continues to remain strong.

Phase 3 saw a rise in Desktop consumption with 8.3% and 4.6% in Media Players as compared to the traffic registered during Phase 2 of the lockdown, while Mobile phones and Tablets witnessed a decrease of 1.1% and 0.7% respectively.

The report states that content consumption across domains has also seen significant change. In addition to business, industry and news that have seen a spike of interest during the lockdown, activity on food and drinks, CPG, and arts and entertainment domains have been constantly trending upwards.

The report further highlights regional disparities in content consumption wherein browsing by day compared to national average shows Internet users in the Red Zone are more active in office hours (afternoon and evening) and post-prime hours, while for both Green and Yellow Zones the usage over indexes in morning hours and prime time being the peak. As per the report, the top domain categories in the Green zone includes Arts & Entertainment, Health, Books & Literature, World Localities; Users in Yellow Zone browse on categories like Lifestyle, Arts & Entertainment, Pets & Animals; Food & Drink, Finance and Travel in the Red Zone.

Meanwhile, search interest keywords across categories have also seen a change. Art & Entertainment keywords have increased by 50%, while keyword search for Health, Lifestyle, and Shopping has increased by 30% and 20% for Finance & Travel. Also, there has been a trend reversal in the last two weeks in search interest for Home and Car Loans – use of keywords like ‘buy car’ and ‘buy house’ dropped by 50% and keyword search for ‘car loan’ and ‘home loan’ increased by 5% post lockdown.

Running successful digital campaigns during the lockdown:

Activate the right channel at the right time: Consumers have higher affinity towards brands that provide multi-moment and multi screen engagement. Activating channels based on online behaviour across day parts means brands can achieve high brand awareness during multi-screen hours and drive exploration, interest and purchase during exclusive digital hours.

Personalise at scale in real-time: Personalisation is key to both short-term campaign performance and long-term customer loyalty. To successfully execute personalised campaigns at scale, brands need to understand consumer behaviour and preferences across location, devices, channels and content in real-time. This means integrating marketing strategy with data analytics, machine learning and technology.

Engage with real-life moments: People are more likely to invest when the market outlook is bullish or order drinks when a sports game gets interesting. Brands can now drive call to action by syncing campaign delivery with these real-life moments.

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