COVID-19 - Changes in online behavior across LATAM - June

GfK Report: Time spent on online categories analysis

Which categories of online use have increased and decreased the most before and during the COVID-19 crisis? Using our online usage index based on time spent across different categories of sites, we look at changing patterns of use for:

• Argentina
• Chile
• Colombia
• Mexico
• Brazil.

We analyzed the average daily time spent in each category before the crisis (1 January – 11 March) and compared it with the time after lockdown to understand how behavior had changed, the health of various categories and to get an idea of where to advertise. We used an index approach, where figures above 100 means use has increased, and below 100 mean use has dropped. 

Use of Public Services sites are still growing strongly vs pre-lockdown. Especially in Argentina (+89%) and Chile (+63%).

Retail sites are also performing well post-lockdown, with the highest increases in Chile (+68%) and Columbia (+83%)

The data for this analysis is taken from GfK’s cross-media single source panel covering online use across the top 3 and bottom 3 performing categories for adults 18+ across Argentina, Chile, Colombia, Mexico and Brazil.