{"id":3378,"date":"2020-05-28T13:09:00","date_gmt":"2020-05-28T13:09:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=3378"},"modified":"2025-06-16T11:26:08","modified_gmt":"2025-06-16T11:26:08","slug":"covid-19-which-media-channels-to-use-to-connect-with-consumers","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/","title":{"rendered":"Covid-19 &#8211; Which Media Channels To Use To Connect With Consumers"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p><\/p>\n\n\n\n<p>At a time of global shift, it is imperative for brands to\u00a0remain connected to their consumers. Communicating actively during turbulent times gives consumers the peace of mind that they can still rely on their trusted brands. As people seek stability and reliability in an unfamiliar world, brands are perfectly positioned to deliver on this, and should take every opportunity to do so.<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Borderless Access\u00a0conducted a survey across nine countries and over 4,700 respondents, to understand\u00a0consumer concerns\u00a0and\u00a0expectations of brands\u00a0during Covid-19. Today we explore media channel usage and which channels brands can leverage to support their consumers in their changing world.<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#The_heritage_of_traditional_media_instills_trust\" title=\"The heritage of traditional media instills trust\">The heritage of traditional media instills trust<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#Accessibility_of_digital_media_drives_its_growth\" title=\"Accessibility of digital media drives its growth\">Accessibility of digital media drives its growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#Print_channels_bear_the_brunt_of_lockdowns_effects\" title=\"Print channels bear the brunt of lockdown\u2019s effects\">Print channels bear the brunt of lockdown\u2019s effects<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#TV_and_social_media_also_first_choice_for_entertainment\" title=\"TV and social media also first choice for entertainment\">TV and social media also first choice for entertainment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#Instil_a_sense_of_reliability_and_stability\" title=\"Instil a sense of reliability and stability\">Instil a sense of reliability and stability<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-the-heritage-of-traditional-media-instills-trust\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"The_heritage_of_traditional_media_instills_trust\"><\/span><strong>The heritage of traditional media instills trust<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Much as the media industry is changing with the times, good old-fashioned television is still seen as the most stable and trusted source of information. Seventy-four percent of people globally turn to television as their main media source to find out more about the virus, its implications, and other news. This is obviously driven by older rather than younger adults, with one in four non-millennials preferring television.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"3380\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Media-Consumption-RSA-1024x576.webp\" alt=\"South-Africa-Digital-payment-Method-charts\" class=\"wp-image-3380\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Media-Consumption-RSA-1024x576.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Media-Consumption-RSA-300x169.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Media-Consumption-RSA-768x432.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Media-Consumption-RSA.webp 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-accessibility-of-digital-media-drives-its-growth\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Accessibility_of_digital_media_drives_its_growth\"><\/span><strong>Accessibility of digital media drives its growth<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">It is no secret that digital media continues to grow in prevalence world-wide. It was doing so before Covid-19, and received a substantial boost as the virus curtailed physical media distribution. Accessibility obviously plays an enormous role in enabling consumers to rely on digital media. In South Africa, the past few years have seen exponential increases in coverage in the form of both fibre and 3G, presenting a vastly different opportunity for digital media than would have been the case had the virus occurred a decade ago.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Almost two thirds of global consumers are relying on online searches as a major source of virus-related information, and the same number are turning to social media for this purpose. Both of these sources are, not surprisingly, driven more by millennials than any other adult age group.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Governments and other leaders have cautioned against reliance on social media, encouraging citizens not to believe or spread misinformation via such channels. However, when used for \u2018social\u2019 purposes as its name suggests, social media has more than risen to the occasion, powerfully connecting communities, enabling art and culture to prevail, and forging ways for family and friends to stay together while apart.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Johannesburg and KZN Philharmonic Orchestra\u2019s send a special tribute to South Africa\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/cwzgg7MyJE8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-print-channels-bear-the-brunt-of-lockdown-s-effects\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Print_channels_bear_the_brunt_of_lockdowns_effects\"><\/span><strong>Print channels bear the brunt of lockdown\u2019s effects<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Websites, YouTube and newspapers are used to a limited extent as a source of news. Many of the countries in the survey have governmental websites dedicated to monitoring the spread of Covid-19 infections. This will have boosted this number, as citizens turn to these sites to get the latest national stats.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">YouTube is not a major source of information and neither are newspapers. This survey took place at different points of the nine countries\u2019 lockdown stages, meaning that newspaper printing and distribution occurred to a limited extent across the relevant countries.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">As we have sadly witnessed recently in South Africa, print magazines are reaching their end of life, with only 4% of people turning to these as a source of information.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tv-and-social-media-also-first-choice-for-entertainment\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"TV_and_social_media_also_first_choice_for_entertainment\"><\/span><strong>TV and social media also first choice for entertainment<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">When it comes to entertainment, people are also preferring TV and social media over other options. Nearly half are spending three hours or more watching TV for entertainment purposes, and a whopping 39% are spending more than three hours a day on social media to keep themselves busy.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Paid-for digital content (known in South Africa as video on demand) is watched must less than traditional TV, although there are 21% of people who spend more than three hours a day watching this form of entertainment.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"3381\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Activities-RSA-1024x576.webp\" alt=\"South-Africa-Digital-payment.methods\" class=\"wp-image-3381\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Activities-RSA-1024x576.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Activities-RSA-300x169.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Activities-RSA-768x432.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Borderless-Access-COVID-19-Activities-RSA.webp 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-instil-a-sense-of-reliability-and-stability\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Instil_a_sense_of_reliability_and_stability\"><\/span><strong>Instil a sense of reliability and stability<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">To be foremost in the consumer mind it therefore seems clear that television and social media are the strongest channels for communication during this time. While news is particularly sought-after during the pandemic, entertainment is always in demand.<\/p><br><\/p>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">When communicating with consumers in this new world, ensure that communication is relevant and instills a sense of trust, telling them that they can rely on your brand. Incorporating appropriate forms of entertainment works well for many brands but only use this if it supports your brand image. Above all, keep your voice active and constant, embodying a sense of stability in a changing world.<\/p><br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Borderless Access conducts\u00a0<a href=\"https:\/\/blog.borderlessaccess.com\" target=\"_blank\" rel=\"noreferrer noopener\">digital online research<\/a>\u00a0across the world, enabling brands to track key consumer insights and maintain competitive advantage, no matter the external conditions. Please\u00a0<a href=\"https:\/\/www.borderlessaccess.com\/contact-us\" target=\"_blank\" rel=\"noreferrer noopener\">contact us<\/a>\u00a0to find out more.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>At a time of global shift, it is imperative for brands to\u00a0remain connected to their consumers. Communicating actively during turbulent times gives consumers the peace of mind that they can still rely on their trusted brands. As people seek stability and reliability in an unfamiliar world, brands are perfectly positioned to deliver on this, and should take every opportunity to do so. Borderless Access\u00a0conducted a survey across nine countries and over 4,700 respondents, to understand\u00a0consumer concerns\u00a0and\u00a0expectations of brands\u00a0during Covid-19. Today we explore media channel usage and which channels brands can leverage to support their consumers in their changing world. The&#8230;<\/p>\n","protected":false},"author":21,"featured_media":3382,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[143,196,266,243,176,279,230,344,346,345,292],"class_list":["post-3378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behavior","tag-consumer-behaviour","tag-consumer-insights","tag-consumer-preference","tag-covid-19","tag-digital-consumer-behaviour","tag-digital-market-research","tag-digital-online-research","tag-lockdown-market-research","tag-media-consumption-covid-19","tag-media-consumption-lockdown","tag-south-africa-market-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Covid-19-Which media channels to use to connect with consumers|BA Blog<\/title>\n<meta name=\"description\" content=\"Digital online survey about consumer media consumption in South Africa during COVID-19 lockdown.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Covid-19 - Which Media Channels To Use To Connect With Consumers\" \/>\n<meta property=\"og:description\" content=\"Digital online survey about consumer media consumption in South Africa during COVID-19 lockdown.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-28T13:09:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-16T11:26:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Connect-with-consumers.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1250\" \/>\n\t<meta property=\"og:image:height\" content=\"955\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/\",\"name\":\"Covid-19-Which media channels to use to connect with consumers|BA Blog\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2020-05-28T13:09:00+00:00\",\"dateModified\":\"2025-06-16T11:26:08+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Digital online survey about consumer media consumption in South Africa during COVID-19 lockdown.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/covid-19-which-media-channels-to-use-to-connect-with-consumers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Covid-19 &#8211; Which Media Channels To Use To Connect With Consumers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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