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April 27, 2020
4/27/2020

Covid-19: How Snapchatters are adjusting to a “new normal”

As Covid-19 continues to shape how millions go about their lives, we asked Snapchatters about their feelings toward the pandemic and how they’re spending their time indoors. The following insights were informed by a recent in-app survey on Covid-19. This data reflects Snapchatters’ opinions at a specific moment in time, and may change as the situation evolves.
Top Concerns
Community remains top of mind for Snapchatters as they hunker down at home. Over 80% agree that they’re concerned about Covid-19,1 although much of that concern is for the welfare of others.2 Snapchatters are most concerned about the health of their family and friends (46%) and society in general (24%), whereas only 7% are most worried about their own health.2 As social distancing guidelines and economic pressures take their toll on classrooms and workplaces, Snapchatters are also worried about their education and employment. This feeling is especially prominent among 18-20 year olds—20% of them are most concerned about the impact to their education or employment as a result of Covid-19.3
Looking Forward
88% of Snapchatters are finding that the virus impacts their daily life,4 but they’re starting to get used to it, as 74% agree they’re adjusting to a “new normal.”5 Snapchatters over 35 are feeling the most disrupted, with 92% agreeing that their day-to-day routines have been impacted by Covid-19.6 As many states implement or extend shelter-at-home orders, Snapchatters of all ages are estimating how long it will be before their lives continue on as usual. 40% expect to feel disruptions for more than 8 weeks,7 compared to nearly 1 in 3 Snapchatters from our previous survey,8 and 38% of Snapchatters are expecting to feel impacted for the next 4-8 weeks.7
Keeping Busy
Snapchatters are using their extended time at home to look after themselves and their living spaces.  54% are cleaning and organizing more, 41% are practicing self-care, 30% are exercising, 27% are learning new skills like cooking or painting, and 12% are doing puzzles.9 Snapchatters between the ages of 21-24 are leaning into the puzzling trend the most, with 16% getting into the jigsaw groove.10 Teens are staying the most active, both physically and mentally—41% said they're exercising more (higher than any other age group), and 41% said that they're learning a new skill.11 
Screen time is also on the rise for Snapchatters, with 68% streaming more shows and 22% tuning into live TV more.12 Over a third (34%) of female Snapchatters are playing more mobile games, whereas console gaming is spiking among males (55%).12 As for the entertainment options Snapchatters are increasing their time spent with, they indicated they are streaming TV (47%) most, followed by console gaming (21%), mobile gaming (11%), watching or streaming movies (11%), and watching live TV (9%).13 
What does this mean for brands? 
With so much uncertainty surrounding the pandemic, authentic communication from brands will go a long way. Empathy resonates with Snapchatters, as 27% say they like ads that show brands helping others.14 17% like seeing ads that allow them to escape, whether through stunning visuals or a silly scenario.14 Brands can also score points with consumers by taking their shelter-in-place needs into account—16% of Snapchatters like seeing ads for products used at home.14 Brands and brand storytelling have a place in consumers’ lives during these challenging times, so long as they’re delivering value for consumers. 
At Snap, we’ll continue to take  a proactive approach to ensuring our community has access to credible, fact-based information during these times. As the situation continues to unfold, we’ll work to ensure Snapchatters have the information they need to stay safe and help protect others.
Stay tuned for more updates in the coming weeks.

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1Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement: I am concerned about the Coronavirus". 1954 respondents
2Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following are you most concerned about?" 1865 respondents
3Source: Snap Inc. survey of US Snapchat users aged 18-20 March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following are you most concerned about?" 409 respondents
4Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement: The Coronavirus impacts how I go about my daily life". 1711 respondents
5Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement: I’m adjusting to a “new normal” since the Coronavirus impacted my daily life". 1654 respondents
6Source: Snap Inc. survey of US Snapchat users aged 35+ March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement: The Coronavirus impacts how I go about my daily life". 383 respondents
7Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How long do you expect you will feel these disruptions to your life?" 1644 respondents
8Source: Snap Inc. survey of US Snapchat users March 20 - March 23, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How long do you expect you will feel these disruptions to your life?" 2018 respondents
9Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following activities, if any, are you doing more since the outbreak of the Coronavirus?" 1624 respondents
10Source: Snap Inc. survey of US Snapchat users aged 21-24 March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following activities, if any, are you doing more since the outbreak of the Coronavirus?" 355 respondents
11Source: Snap Inc. survey of US Snapchat users aged 13-17 March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following activities, if any, are you doing more since the outbreak of the Coronavirus?" 202 respondents
12Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When it comes to entertainment, which of the following, if any, are you doing more since the outbreak of the Coronavirus?" 1606 respondents
13Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "From the list below, please select the type of entertainment you have increased your time spent with the most". 1597 respondents
14Source: Snap Inc. survey of US Snapchat users March 29 - April 4, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following statements, if any, do you agree with regarding advertising right now?" 1580 respondents