Media and Information: What are People Consuming?

More hours of television content, greater use of social networks and increased impact of "influencers" on people's decisions are some of the trends that have gained ground in the context of the health crisis and are expected to be reaffirmed in 2021.

Thursday, November 26, 2020

Household quarantines imposed by governments to try to contain the spread of covid-19, forced people to stay in their homes longer, a phenomenon that changed the relationship of consumers with the media.

Serge Lupas, director of the Media Division of Kantar Worldpanel, told that "... 'as we move into 2021, the media landscape will be at a turning point politically, economically, technologically and socially. And we have identified a number of trends that can position the media and advertising industry as a key driver of economic recovery'."

You may be interested in "How do People in Central America Get Informed?"

The publication states that "... many people have increased their television watching habits with their social bubble. Brand investments in social networks continue to grow, despite consumer distrust. Brands will become more open and dynamic in their communication and media planning. Social media influencers will influence consumer behavior along the conversion funnel guiding them to a multi-channel presence and at the same time more efficiently."

According to CentralAmericaData research, since the beginning of the pandemic in Costa Rica, Guatemala, Panama, Honduras and El Salvador, consumer interest in opinion programs has increased considerably.

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