Consumer Behavior Monitor: exercise more, listen to the radio, learn online

In the first week of 2021, the number of young people who say they exercise more has increased by 10%. In addition, they undertake more outdoor activities such as a walk on the beach or a run. Now that gyms are still closed, we have to be creative and young people seem to look for their exercise especially in the open air. Young people are also still more on social (+ 30%). At this intersection, Validators say, sports and outdoor brands can better reach young people via social and perhaps encourage them to maintain this behavior.

In addition to the well-known intention to exercise more, we also see an intellectual intention among young people. In the first week of the new year, the number of young people who spend more time learning new things such as playing an instrument or following an online training will increase. Examples of related platforms are (via LinkedIn) or edX, where you can even follow courses from world-renowned knowledge institutes such as Harvard or Berkeley.


With all the measures and associated restrictions that dominated the past year, our traditional media consumption has increased significantly. Not only at the beginning of the corona crisis did we watch more TV and stream more; to this day, more than a quarter of the Dutch watch more TV than before the corona crisis. One in three Dutch people also watch more on-demand and streams no less than 41% more than a year earlier. Non-linear TV viewing in particular has therefore grown in popularity. IMDb has long believed in the idea of ​​video on demand with advertising, so how long will it take now?

We started to look more, but also to listen more. While we are less on the road, (more than) a quarter of the Dutch – especially young people – listen more to the radio than before the corona crisis. Spanish scientific research (2020) * concludes the same: during the pandemic, more radio is being listened to all over the world than before. The main reason is that radio plays an important role in times of crisis, mainly due to the fact that it is a universal, simple and very accessible medium.


At the beginning of the crisis, the Dutch undertook much less outdoor activities than before corona. At the beginning of April, even 43% of the Dutch indicated that they were less involved in outdoor activities. Now that percentage has decreased to 31%. So an activation has occurred. Where in the beginning of the crisis it was best to reach people via their personal screen, Out-of-Home seems to be an increasingly interesting choice again.

* Rodero, E. (2020). Radio: the best media in crisis. Listening habits, consumption and perception of radio listeners during confinement by COVID-19. The Information Professional, 29 (3), 1-15.


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