Covid-19 has changed a lot of things for a lot of people. Exercising, working, shopping — heck, practically everything has changed for people in Baltimore.

The way people get their news and content has changed, too. According to a fascinating study from Global Web Index, curious adults are consuming more media than ever, but doing it in different ways than before the pandemic.

Global Web Index found that over 80% of consumers in the U.S. and U.K. say they consume more content since the outbreak started in March, with broadcast TV and online videos (YouTube, TikTok) being the primary mediums across all generations and genders.

Unsurprisingly, 68% of consumers are searching for coronavirus updates online more than any other activity. Also, equally unsurprising, yet still quite interesting, Gen Z (between the ages of 8 and 23) is the only generation more likely to be listening to music than searching for news.

Let’s look at what type of media consumption has increased the most for each generational group:

Gen Z (8–23)

Online video, online TV/streaming and video games have all increased by more than 30% for this age group.

Millennials (25–39)

The categories that have grown the most for this age? Online video and online TV/streaming, followed by online press, broadcast TV, livestream and music streaming — these all have increased by at least 30%.

Gen X (40–54)

Broadcast TV, online TV, online videos, radio and online press grew the most for this important age group. Each of these categories increased by more than 30%.

Boomers (55–75)

Another important age group during the pandemic, Boomers’ broadcast tv consumption has increased more than any other media type, while no other category grew at any notable numbers.

What does this all mean for you?

Depending on what age group you are trying to target, consider all the different ways you can reach them. Everyone is watching, reading or listening right now. You just need to figure out where your potential clients will be — then reach them with a positive message.

According to an article on World Economic Forum website, “Regardless of what type of content we are consuming, the fact is that every generation is relying on their devices during this pandemic to inform and distract more than ever before, creating a huge opportunity for media companies to engage a captive audience.”