WhatsApp sees 40% increase in usage in time of pandemic  

As COVID-19 pandemic envelopes the world, WhatsApp has seen a 40% increase in usage, according to a study by Kantar, a data and consulting company

WhatsApp sees 40% increase in usage in time of pandemic  
user

IANS

As COVID-19 pandemic envelopes the world, WhatsApp has seen a 40% increase in usage, according to a study by Kantar, a data and consulting company.

Across all stages of the pandemic, WhatsApp is the social media app experiencing the greatest gains in usage as people look to stay connected. Overall WhatsApp has seen a 40 per cent increase in usage.

Kantar conducted the largest global study into consumer attitudes, media habits and expectations during the COVID-19 Pandemic. Kantar estimates that for WhatsApp in the early phase of the pandemic usage increases 27%, in mid-phase 41 per cent and countries in the late phase of the pandemic see an increase of 51%.

Spain experienced a 76% increase in time spent on WhatsApp. Overall Facebook usage has increased 37%. China experienced a 58% increase in usage of local social media apps including Wechat and Weibo.

According to a study, there is a crisis in trust. Traditional nationwide news channels (broadcast and newspaper) are the most trusted sources of information with 52% of people identifying them as a 'trustworthy' source.

Government agency websites are regarded as trustworthy by only 48 per cent of people, suggesting that government measures are not providing citizens around the world with assurances and security.


Also reflecting the loss of trust from recent election cycles, social media platforms are regarded by only 11% of people as a source of trustworthy information.

As countries move deeper in to the pandemic so media consumption increases across all in-home channels. According to Kantar, in the later stages of the pandemic web browsing increases by 70 %, followed by (traditional) TV viewing increasing by 63 per cent and social media engagement increasing by 61 per cent over normal usage rates.

Increased usage across all messaging platforms has been biggest in the 18-34 age group. WhatsApp, Facebook and Instagram have all experienced a more than 40 per cent increase in usage from under 35-year olds.

Consumers expect the brands they choose to look after their employees first and foremost with 78 per cent saying take care of employees' health and 62 per cent saying implement flexible working.

Supporting hospitals (41%) and being helpful to government (35%) is an expectation of significant minority of consumers, the study says.

Follow us on: Facebook, Twitter, Google News, Instagram 

Join our official telegram channel (@nationalherald) and stay updated with the latest headlines