The media market has seen significant changes in the past year. Audience attention to news has grown, and at the same time, a record number of publications have been blocked.
In this article we share the latest statistics: what is happening with the media and what the audience is looking for.
Where and how the audience lives: trends in the use of communication channels
Web resources
The Internet is where the audience's attention is focused. According to Meltwater, a global social media analysis system , almost 90% of the population in Russia uses the Internet, and these figures paraguay mobile database coincide with Mediascope data. About 73% of the population spends time on social networks. At the same time, the average user spends about eight hours a day on the Internet.
The main tasks that users solve on the Internet
84% of Russians go online in search of information. In second place is the need to stay up to date with the news, to know what is happening in the world. Next comes communication with friends, acquaintances and watching video content. 53% of users go online to get instructions on how to solve a specific problem.
How to take into account: develop content in a popular how-to format. For example, if you are faced with the task of popularizing the topics of recycling and sorting recyclable materials. In this case, video and text materials with the conventional titles “How to sort correctly?”, “How to reduce the amount of waste in your household?”, “How to teach a child to use energy efficiently?” fall into the trend and attract readers.
The audience increasingly uses the Internet from smartphones. In Russia, smartphone penetration is quite deep: there are almost two devices per person. The time spent using mobile devices to access the Internet is growing year by year.
Daily internet usage time from different devices
How to take into account: adapt published content and the company's own web sites for mobile devices.
Traditional media
Media consumption grows during times of heightened uncertainty. Over the last three years, we have seen spikes in activity during the release of resonant news. During the lockdown, media traffic grew at a record high, there was an absolute peak, which then gradually smoothed out. The same pattern was observed in February last year: the audience's attention is riveted to the media, while the audience is not growing in numbers.