疫情期间，婴儿潮一代、千禧一代、Z世代的媒介消费有哪些不同？

Original 灯塔er 纽约灯塔 2022-08-09

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第23期分享

今天跟大家分享一篇文章——《新冠疫情时期的媒介消费》（Media Consumption in the Age of COVID-19），这篇文章基于Global Web Index在2020年4月的调查数据报告（Coronavirus Research），后经Visual Capitalist可视化分析而来（图上内容经「纽约灯塔」翻译加上了中文）。

新冠疫情肆虐，迫于形势，人们开始居家隔离，媒介消费也大大增加。那么大家具体在做什么，又是如何获取最新动态的呢？

Global Web Index（全球网络指数）调查了16岁到64岁之间、来自美国与英国的4000名互联网用户，以期发现新冠疫情的爆发对媒介消费的影响。

该图是疫情爆发后Z世代（16-23岁）在不同媒介上的消费量变化情况，图片显示，超过一半的Z世代人的在线视频购买量激增。

图源：visualcapitalist 翻译、制图：纽约灯塔

接下来就让我们看一下调查结果的原文及翻译

Media Consumption in the Age of COVID-19

新冠疫情时期的媒介消费

新冠肺炎疫情爆发，肆虐全球，人们原本逛商场或者看表演的时间，现在都献给沙发了。

As the coronavirus outbreak continues to wreak havoc across the globe, people’s time that would have otherwise been spent perusing malls or going to live events, is now being spent on the sofa.

千禧一代（24-37岁）已经或正在订阅的内容非常多样，包括在线视频、网络电视和广播电视。

图源：visualcapitalist 翻译、制图：纽约灯塔

疫情引发了社会隔离，所以人们在媒介上的消费大大增加也不足为奇。现在，通过GWI发布的报告中的图表统计数据，我们便可获知，各代人的媒介消费因为疫情增加了多少，以及他们之间的不同之处。

During this period of pandemic-induced social isolation, it’s no surprise that people are consuming vast amounts of media. Today’s graphics use data from a Global Web Index report to explore how people have increased their media consumption as a result of the outbreak, and how it differs across each generation.

X世代（38-56岁）是最爱看电视的一代人，包括广播电视和网络电视。

图源：visualcapitalist 翻译、制图：纽约灯塔

More Time to Kill

有更多时间可以消磨

GWI发现，自新冠肺炎疫情爆发以来，被调查的美国及英国80%的消费者都表示，随着现在广播电视和YouTube和TikTok等网络视频成为全民流行的媒体，他们的订阅内容增加了。

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

疫情对婴儿潮一代（57-64岁）的媒介消费行为冲击最弱，只有广播电视的消费明显增加。

图源：visualcapitalist 翻译、制图：纽约灯塔

有68%的人上网不是为了找乐子，而是关注疫情的最新情况，这很正常。还有Z世代，他们是有自己想法的一代，跟看新闻相比，还是更爱听音乐。

Unsurprisingly, 68% of consumers are seeking out pandemic updates online over any other activity. Gen Zers however, have other plans, as they are the only generation more likely to be listening to music than searching for news.

各年龄段人群疫情期间的网络活动。

图源：visualcapitalist 翻译、制图：纽约灯塔

总的来说，这代年轻人更喜欢玩手机或者电脑。千禧一代中还有很多优秀的美食家脱颖而出，因为他们最有可能搜集食谱或者读书学习、健康饮食。

Overall, younger generations are more likely to entertain themselves by playing games on their mobile or computer. Millennials also stand out as the foodie generation, as they are the most likely to be searching for cooking recipes or reading up on healthy eating.

Leaning on a Pillar of Trust

倚靠信任的支柱

被调查者普遍认为，世界卫生组织发布的新冠肺炎信息最为可靠。

Across the board, consumers view the World Health Organization (WHO) as the most trusted source of information for any COVID-19 related updates.

每个地方的具体情况都不尽相同。比如说，美国人最信赖世界卫生组织（WHO），而英国人普遍认为政府发布的新闻才是最权威的。

This isn’t true everywhere on a regional basis, however. For example, while U.S. consumers trust WHO the most, UK consumers view their government as their most trusted news source overall.

每代人对信息来源的信任程度。

图源：visualcapitalist 翻译、制图：纽约灯塔

关于对信息来源的信任程度，亲朋好友的口口相传、甚至外国政府的官网都比不上社交媒体。也就是说，人们更愿意相信广播或新闻网站上的信息。

Trust in information shared on social media is higher than word of mouth from friends and family, and even foreign government websites. That said, it is lower than information shared on the radio or news websites.

The Need for Pandemic Positivity

疫情下也需要积极的心态

跟上疫情发展的动态固然重要，但说到底，帮助人们平安度过每一天隔离日的还是阳光的心态和良好的独处能力。

While staying abreast of pandemic updates is important, ultimately, a positive mindset and the ability to switch off will help people cope better day-to-day.

因此，由于人们需要居家闭关，大家似乎更倾向于购买新的订阅服务，三分之一的Z世代正在考虑将Netflix收入囊中，其次是Disney+。

Therefore, it seems reasonable that people are more inclined to invest in new subscription services since they have been in isolation, with almost one-third of Gen Zers considering purchasing Netflix, followed by Disney+.

考虑支付订阅疫情爆发之前从没买过的新内容的人数比例。

图源：visualcapitalist 翻译、制图：纽约灯塔

很多人担心自己有多少时间都花在屏幕前面，这个可以理解。但有研究表明，我们其实无需担心屏幕使用时间，我们需要关注的是订阅的内容，因为这可能会对我们的心理健康产生重大影响。

Understandably, people are becoming increasingly worried about how much time they are dedicating to their screens. However, research suggests that screen time itself is no cause for concern. Rather, it’s the content we choose to consume that could have a significant impact our psychological well-being.

有趣的是，Netflix提供的电视节目和电影中，订阅量较高的那些都与新冠肺炎疫情相关，这也就意味着人们身处乱世喧嚣，就会有将这些纷纷扰扰化成铅字、写成小说的需求。

Perhaps most intriguingly, the TV shows and movies that are increasing in popularity on Netflix are about pandemics—which could signify the need for people to fictionalize the chaos we find ourselves in.

无论订阅哪类内容，在疫情期间，每一代人都从各种渠道获取更丰富、更多元的信息，这为传媒公司带来了巨大机遇，可以借此机会吸引更多客户。

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.

——END——

原文章来源：https://www.visualcapitalist.com/media-consumption-covid-19/

翻译/Siyuan

编辑/Winnie

疫情期间，

你使用社交媒体的频率增加了吗？

有购买视频网站的会员吗？

一般是从哪里获取疫情信息呢？

来下方留言区留言，

和我们聊聊。

这里有无国界的旁观者

东西交织的地球人