As the coronavirus spread in H1 2020, we might have expected radical changes in the media behavior of consumers around the world. But for the most part, they didn’t happen. That’s just one insight to emerge from eMarketer’s newly released Global Media Intelligence Report for 2020, a detailed look at internet users’ engagement with digital and traditional media in 42 major markets, produced in collaboration with Starcom and GlobalWebIndex.
Many significant shifts are taking place, though—in device ownership, takeup of digital entertainment options, and time spent with various media, for example. Below are some of the key trends shaping the media landscape this year.
Ownership of PCs and Tablets Is Declining in Many Countries
Smartphones are consolidating their position as the primary digital device worldwide, and as a result, larger-screen devices may appear destined for a secondary role.
Between H1 2019 and H1 2020, ownership of desktops, laptops, and/or tablets declined most sharply in developing markets, including Brazil, China, Egypt, and India—all countries where the focus has long been on mobile devices and services. But the same trend appeared to a lesser degree in several other countries too, including France, Russia, Sweden, and the US.
That said, PC and tablet penetration remains consistently higher among older, affluent internet users—a top target audience for many marketers. In addition, many consumers have spent more time with PCs since the pandemic began. In the US, for example, 43% of internet users polled by GlobalWebIndex in May 2020 said their laptop time had increased, and 24% reported spending more time on a desktop.