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RESEARCH
ANALYSIS
As Singaporeans spend more time at home, online
TRENDS
video is enabling new forms of interactive entertain-
ment to pass time. With traditional sports leagues on
hold, one third (33%) of Singaporeans have had their
first esports experience in the past few months. With
other live events cancelled, 40% of Singaporeans
attended their first virtual concert. Exercising has also
gone virtual as workout facilities and gyms remain
closed. In fact, 38% of Singaporeans have participated
in an online fitness class and another 25% plan to do
so in the next six months.
Additional insights from the report include:
• Online video fills the void of in-person social
interactions. In Singapore, more than nine in ten
(93%) use video chat to feel more connected with
friends and family. This is higher than the global
average of 89%.
• Remote work and professional development rely
on online video. As the pandemic has forced
consumers to work remotely, 94% of Singaporeans • The increased use of online video isn’t just a
agree that online video equips them to maintain short-term trend. As new normal behaviors
daily activities, higher than the global average of become established, video-based online classes are
79%. Of the 86% of Singaporeans that are working expected to become increasingly prevalent in the
or learning from home, 27% say online video helps future. In fact, Singaporeans are leading the way
them better stay connected to colleagues and globally in embracing online learning, with 92%
students and work more efficiently. Lastly, with 40% expecting that people will continue to use video-
of respondents intending to attend a professional based platforms to learn following the COVID-19
development class over the next year, Singaporeans pandemic.
are the most willing to use video-based courses to
learn new skills, compared to just 24% globally. “The pandemic has pushed the bounds of online video.
Applications such as remote collaboration, e-learning
• Consumers are using online video to access and telehealth, have been widely available for some
critical information. Eight in ten Singaporeans time now. But today, they’re essential to continuing
(80%) have used online video to stay informed by daily activities and professional development in the
watching live stream speeches and press current environment,” said Edwin Koh, Regional
conferences during the pandemic – 43% have live Director, Southeast Asia at Limelight Networks. “Many
streamed on news sites and 37% live streamed on people turned to online video to connect with others
social media. Globally, baby boomers aged 54 years and maintain daily activities, but it won't stop once
and above (63%) are also live streaming news and quarantine is over. Our report emphasizes that online
information online. video will remain an important part of our lives in the
new normal.”
• The pandemic has sparked an increase in
telehealth. While just 14% of Singaporeans have The “How Video is Changing the World” report is based
recently met with their doctor virtually, this trend is on responses from 5,000 consumers ages 18 and older
expected to continue well beyond the pandemic with in France, Germany, India, Italy, Japan, Scandinavia,
another quarter (27%) of Singaporeans planning to Singapore, South Korea, the United Kingdom, and the
hold telehealth appointments in the next six months. United States who watch one hour or more of online
video each day. (Source: Limelight Networks) ◊
By MediaBUZZ
June 2020: Video Marketing & Storytelling: compelling and emotional narratives 6