Comscore-冠状病毒对亚太地区网络媒体使用的影响（英文）-2020.3-29页_4mb

Summary of How COVID-19 has Continued to Impact Digital Media Consumption in APAC - March 2020

Core Content Overview

The document provides an analysis of how the ongoing impact of the COVID-19 pandemic has affected digital media consumption in the Asia-Pacific (APAC) region, focusing on various categories such as Financial Services, News/Information, Technology, Health, Education, Retail, and Travel. The data is presented in terms of unique visitors, total views, total minutes, and percentage changes between February and March 2020.

Main Categories and Key Trends

1. Financial Services & Advice

• Unique Visitors: +22% (Mar 20 vs Feb 20)
• Total Minutes: +40% (Mar 20 vs Feb 20)
• Key Insight: Increased interest in financial services and advice during the pandemic, likely due to heightened economic uncertainty and the need for financial planning.

2. News/Information

• Unique Visitors: +8% (Mar 20 vs Feb 20)
• Total Views: +16% (Mar 20 vs Feb 20)
• Sub-Categories:
  • General News: +22%
  • Business/Finance News: +61%
  • Technology News: +13%
  • Local News: +20%
  • Politics: -7%
  • Weather: -32%
• Key Insight: There was a significant rise in views for Business/Finance News, indicating a strong demand for economic updates. Politics and Weather categories saw a decline, possibly due to reduced public interest or changes in media consumption patterns.

3. Technology

• Unique Visitors: +10% (Mar 20 vs Feb 20)
• Sub-Categories:
  • Instant Messengers: +9%
  • Computer Software: +13%
  • Computer Hardware: +7%
• Key Insight: Technology-related content saw moderate growth, with Computer Software experiencing the highest increase. This suggests increased reliance on digital tools and platforms during the pandemic.

4. Job Search & Training

• Unique Visitors:
  • Job Search: +533%
  • Training and Higher Advancement: +23%
• Key Insight: The Job Search category saw a dramatic surge in traffic, likely due to the impact of lockdowns on employment and the shift to remote work and online job platforms.

5. Entertainment and Lifestyle

• Sub-Categories:
  • Entertainment: +12%
  • Entertainment - Music: +13%
  • Entertainment - Movies: +22%
  • Lifestyles - Food: +30%
  • Home/Architecture: +205%
  • Games: +17%
• Key Insight: Home/Architecture and Lifestyles - Food categories experienced significant growth, reflecting a shift in consumer behavior and increased time spent at home.

6. Health

• Unique Visitors: +53% (Mar 20 vs Feb 20)
• Sub-Categories:
  • Diet & Exercise/Fitness Tracker: +31%
  • Health - Information: +33%
• Key Insight: The Health category saw a notable increase in unique visitors, indicating a growing focus on health-related content and resources during the pandemic.

7. Education

• Unique Visitors: +28% (Mar 20 vs Feb 20)
• Sub-Categories:
  • Education - Information: +23%
  • Family & Youth Education: +246%
• Key Insight: Family & Youth Education experienced a substantial rise, possibly due to the shift to online learning and increased parental engagement in children's education.

8. Travel

• Unique Visitors: -3% (Mar 20 vs Feb 20)
• Sub-Categories:
  • Car Transportation: -1%
  • Ground/Cruise: -11%
  • Online Travel Agents: -40%
  • Airlines: -39%
• Key Insight: The Travel category faced a significant decline, with Online Travel Agents and Airlines seeing the most drastic drops, reflecting the reduced mobility and travel restrictions.

Key Takeaways

• Digital media consumption in APAC was significantly influenced by the ongoing effects of the pandemic, with many users shifting their focus to online services and information.
• Financial Services, News/Information, Health, and Education categories saw positive growth, indicating increased reliance on digital platforms for critical updates and services.
• Entertainment and Lifestyle categories also experienced growth, particularly in Home/Architecture and Food, as people spent more time at home.
• Travel and related subcategories, such as Airlines and Online Travel Agents, saw sharp declines, highlighting the impact of travel restrictions on digital consumption in this sector.
• The overall trend suggests that the pandemic has accelerated the adoption of digital media for essential and recreational purposes, with varying levels of impact across different categories.