Study: How CV-19 Has Changed Our Social Media Behaviours, With TikTok The Big Winner

Study: How CV-19 Has Changed Our Social Media Behaviours, With TikTok The Big Winner
SHARE
THIS



What Australians are searching for on social media to buy has changed dramatically over the past six months off the back of Covid-19. And women’s behaviour has changed more than men.

The research was conducted by Yellow (formerly Yellow Pages) in January and replicated in July.

The biggest hit areas are holidays, entertainment, music, movies, appliances, computers and games. Looking to buy clothes remained stable as did furniture, cosmetics, trades and accountants.

The only category that had a significant increase was the search for hairdressers up from 35 per cent to 38 per cent for women and up from 18 per cent to 24 per cent for men.

Of the products and services hardest hit, it was women whose behaviour changed the most:

Entertainment: women searching for entertainment options dropped 18% from 63% to 45%; men just 5% from 52% to 47%

Music: women dropped 15% from 47% to 32% but men dropped just 3% from 53% to 50%

Movies: women went from 60% to 48% whilst men actually increased from 52% to 56%

Clothing: searches were up 3% for women 69% to 72% but down for men from 38% to 32%

Appliances: women went from 51% to 39% a drop of 12% and men went from 55% to 46% a drop of 9%

Games: women dropped by more than half 29% down to 14% but men remained the same at 34%

The three categories to show similar behaviour were in researching for holidays with men down from 65% to 43% and women down from 65% to 46%; hospitality down 41% to 28% for men and 60% to 46% for women; and health services down from 31% to 24% for men and down 31% to 26% for women.

Hayley Jovanovic, chief marketing officer at Sensis, said one of the more surprising findings was that despite people working from home and home schooling their children there had been a significant drop in the searches for computers even though retailers were reporting dramatic spikes in sales.

“Men searching went from 41% to 28% and women 22% to just 7%. We think consumers simply went straight to a retailer and purchased without doing much research beforehand,” she said.

Catching up with family and friends

The research also showed the biggest drop in using social media was to catch up with family and friends – men down 16% and women 14%.

Getting news through social media was up 6% for men and 4% for women and 21% of men and 25% of women got Covid-19 updates via social media.

For some reason there was a spike in men following celebrities – nearly doubling from 8% to 15%. Less travel and going out led to an 8% drop in women sharing photos or videos through social media, although for men that dropped by just 3%

Since Covid-19, 44% of men and 47% of women say that they have increased the time spent on social media sites. Just 7% of men and 4% of women said they had decreased their time.

TikTok the big winner

TikTok has been the biggest winner of all the social media platforms, particularly for men. Usage has gone up three-fold from just 4% to 12%. It has also increased significantly for women going from 9% to 15%.

Men’s usage has also increased for Instagram (up 9% from 33% to 42%), LinkedIn (up 7% from 24% to 31%) and up 5% on Twitter (rom 22% to 27%).

Usage of Pinterest, Facebook, Snapchat, YouTube and Twitter saw very little change.

Dating Apps

Men have used locked to increase their activity across all dating platforms – up from 2.6% to 3.9% on Bumble, from 1.8% to 2.4% on Hinge and from 4.6% to 6.3% on Tinder. Women on the other hand down from 2.9% on Bumble to 1.4%, down on Hinge from 2.3% to 2% and steady on Tinder from 4.2% to 4.3%

Please login with linkedin to comment

Social Media TikTok Yellow Pages

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]