The amount of time spent collecting information using smartphones has increased. Differences between men and women regarding corporate SNS messages revealed (Glossom survey)

Data marketing agency Glossom Co., Ltd. conducted a fixed-point survey on information gathering on smartphones. The subjects of the survey were 1,442 men and women from their teens to their 70s from all over the country.

The results of this survey revealed changes in smartphone user trends and awareness from 2019 to 2020.

Reference source: [Fixed-point survey on information gathering on smartphones 2020] Usage time increased by 10%, information gathering through videos expanded Teens’ time using YouTube doubled, TikTok usage rate doubled

Significant changes in the time and method of information gathering using smartphones

Glossom has been conducting fixed-point surveys regarding information collection using smartphones since 2019. The first thing to notice when comparing last year’s results with this year’s results is that the amount of time spent gathering information using smartphones has increased significantly.

The average usage time has increased by 14.5 minutes compared to 2019, which is an increase of 13.6%. The new lifestyle caused by the new coronavirus may also have a major impact.

Changes were seen not only in the amount of time people use smartphones, but also in the way they collect information using smartphones. Information gathering methods included SNS, search engines, and the media, all of which had high usage rates of over 75%.

One of the most notable was the increase in the amount of time spent using SNS. The average daily usage time was 67.1 minutes, an increase of 26.9% compared to 2019.

Among the SNS, YouTube has seen a particularly large increase in usage time. There seems to be a sudden shift in popularity from collecting information using text to collecting information using videos.

Reactions to companies’ social networking services vary by gender and age

This survey also revealed the actual state of companies’ reactions to social media posts. It was found that women and younger people had a stronger reaction to companies’ social media posts than men.

Furthermore, when asked about companies’ SNS content that tends to leave a lasting impression, women said “sales” and “coupons” were more common, while men said “gaming content” was more common.

News media and entertainment media are growing due to the new lifestyle caused by the coronavirus

In order to prevent the spread of the coronavirus, a new lifestyle with the slogan “at home” has spread. The impact of this can also be seen.

The use of news media, movies, dramas, and entertainment media has increased. On the other hand, the usage rate of beauty and fashion media among women in their 30s has decreased, perhaps because they have fewer opportunities to go outside their homes.