COVID-19 and consumer behaviour: implications for digital marketing and advertising

Analysis of shifting device shares and category-specific online growth trends during the 2020 pandemic period.

David Kennedy · Venture Insights1 July 2020Period: July 20204 min read

Last updated 10 June 2026

22%↑

Increase in desktop device online time share (April 2020)

50%↑

Proportion of paused advertisers returning to market by May

Locked

+1more stats

Companies covered:Interactive Advertising BureauIAB AustraliaVenture InsightsFacebookInstagramWhatsAppIpsosYouGovNielsenNAB

Abstract

This report analyses the impact of the COVID-19 crisis on Australian consumer behaviour and the subsequent implications for digital marketing and advertising strategies. Based on a webinar hosted by the IAB Australia and Venture Insights, it details a significant shift in device usage, with desktop time rising 22% while mobile fell 2%. Despite a heavy fall in ad expenditure in March, approximately 50% of advertisers who paused spend had returned by May, highlighting a partial market recovery.

Key Takeaways

Desktop usage surged 22% in April 2020 as lockdown restricted mobile movement.
Digital ad spend saw 21% of advertisers pause in April, but 50% returned by May.
Online news consumption saw a 40%+ boost during the initial crisis months.

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Frequently Asked Questions

Desktop usage has reclaimed dominance in the device mix, with online time share increasing 22% in April 2020 while mobile usage contracted by 2%. This reversal of the 'mobile-first' trend necessitates a recalibration of UI/UX priorities toward larger-screen formats.

Market liquidity is returning rapidly, as 50% of advertisers who suspended spending in March were back in market by May. This recovery is tracking alongside a 40% surge in online news consumption, providing high-intent environments for brand placement.

Structural shifts are likely, given that new habits require an average of 66 days to solidify and one-third of Australians already report intentions to make permanent post-crisis lifestyle changes. Firms must utilize a robust theory of change to distinguish these lasting habits from transient 2020 fads.

COVID-19 and consumer behaviour: implications for digital marketing and advertising

Abstract

Key Takeaways

Frequently Asked Questions

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