Bryan Segal on consumer behavior
From Bryan Segal on Media Consumption Habits during the Pandemic · · NewsPoint360
“We saw some categories showing major increases, but then other categories that declined as consumer behavior changed. As you start to see the coming back of sports, we're starting to see an uptick in sports, automotive, and other categories like real estate have seen significant increases since the pandemic.”
On , Bryan Segal, Vice President of Sales at COMSCORE INC, spoke about consumer behavior during Bryan Segal on Media Consumption Habits during the Pandemic on NewsPoint360.
About Bryan Segal
Bryan Segal, Senior Vice President at Comscore, has discussed shifts in digital media consumption during the COVID-19 pandemic. He stated that internet usage in Canada and globally saw a major increase as people sought information, and noted that news websites from Canadian outlets such as CBC, CTV, and Global, as well as newspapers like the Globe and Mail and National Post, experienced large traffic increases. Segal also observed that government websites became a key destination for COVID-19 information, and that e-commerce saw a "huge explosion" among retailers such as Loblaws, Walmart, and Canadian Tire, which he described as a "launchpad for transformation" for legacy businesses. In separate remarks on gaming and marketing, Segal argued that "not all gaming is equal" and emphasized the importance of segmentation among gamers and platforms. He cited data showing a 34% year-over-year increase in Twitch penetration, with the average Canadian spending over 420 minutes per month on the platform. Segal stated that eSports sponsorships represent a "huge opportunity" for brands, and that many gamers do not mind product placement in games when it is relevant. He also said that "the biggest issue in marketing is attention" and that the future of advertising lies in programs rather than paid ads.