According to Kantar’s Covid-19 Barometer report, online media platforms are witnessing a surge in consumption as countries across the globe are announcing nationwide lockdowns to combat the growing coronavirus pandemic.
Th report highlighted that while web browsing increased by 70 per cent in the later stage of the pandemic, social media engagement increased by 61 per cent over normal usage rates.
Interestingly, WhatsApp is experiencing the highest surge in consumption across all social media platforms.
As per the study, a majority of this increased usage can be attributed to people belonging to the 18-34 age group. As such, al Facebook-owned platforms Whatsapp, Facebook and Instagram have experienced over 40 per cent surge in usage from under 35-year olds.