What you need to know

Technology and connectivity play key roles in communication behaviors and attitudes among consumers. The market is influenced by the wide availability and ownership of personal tech devices, growing internet accessibility, and the diverse array of communication platforms and services in operation. Within the digital sphere, there are generational communication preferences emerging marketers and brands need to be aware of in order to best connect with their target audience.

Key issues covered in this Report

  • How COVID-19 has impacted communication and socializing behaviors.

  • How consumers’ preferred communication can be leveraged by marketers to maximize reach and appeal.

  • Emerging behaviors in video chatting and smartphone location practices that can guide brands on how to navigate the changing landscape.

  • Attitudes consumers hold toward digital communication, and how marketers can leverage those attitudes.

This Report was written in November 2020. Consumer research was fielded in October 2020 and reflects digital communication attitudes and behaviors as COVID-19 restrictions continued to have an impact on consumers’ lives.

Definition

This Report covers various digital communication behaviors, defined as any form of communication performed through a digital device such as a smartphone, tablet or laptop computer.

Communication methods include, but are not limited to: SMS text messaging, email, voice calls, video calls, social media posts, photo sharing app and video messaging apps.

COVID-19: Market context

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US. 

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations and consumers turned to a variety of digital communication services to take the place of in-person communication.

Throughout re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. Digital serviced adopted during lockdown continue to be used at high levels as consumers remain hesitant to socialize and many workplaces continue with remote arrangements, which continue to drive use and further adoption across a wider consumer base. A resurgence of the virus in late fall has led to many states reverting back to lockdown measures, similar to those imposed during the spring, making digital communication all the more critical.

The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

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