Comscore Finds Significant Growth in In-Home Data Usage Throughout Pandemic

Rhea-AI Summary

Comscore (NASDAQ: SCOR) reported a significant increase in in-home data usage throughout 2020 due to the COVID-19 pandemic. Overall data consumption rose by 18% compared to 2019, with smart TVs and home computers experiencing more than 30% growth. Although growth rates leveled off to an average of 15% by summer, usage continued to accelerate. As of Q4 2020, data usage patterns remained consistent with 2019, indicating stable consumer behavior despite changing circumstances. Comscore plans to continue analyzing these trends.

Positive

• In-home data consumption increased by 18% in 2020 compared to 2019.
• Data usage for smart TVs and home computers saw growth rates over 30%.

Negative

• Year-over-year growth rates leveled off to around 15% by summer.

RESTON, Va., Jan. 22, 2021 /PRNewswire/ -- As millions of Americans sheltered in place and shifted to working from home and remote learning during the COVID-19 pandemic, ongoing research from Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, found that overall in-home data usage levels throughout 2020 remained significantly higher than in 2019.

Throughout the first several of months of COVID-related lockdowns, data consumption from Comscore Connected Home custom reporting showed increased usage across all connected devices; smart TVs, laptops, gaming consoles, phones, smart speakers, streaming boxes & sticks and tablets all saw strong growth in data usage versus 2019.

By the summer, year-over-year growth rates across all devices seemed to level off to around 15% on average, but smart TVs and home computers continued to see growth rates upwards of 30% versus 2019. Despite some schools reopening for in-person learning and some adults returning to their offices, at least part time, home computer data usage continued to accelerate through the end of the year.

As 2020 came to an end, year-over-year growth in data consumption during Q4 2020 slowed slightly – in-home data consumption increased at roughly the same rates seen in the weeks leading up to COVID closures. Overall, total in-home data consumption in 2020 increased 18% from the previous year.

Despite the cross-device year-over-year growth in data consumption, there was not much of a shift in how data consumption was allocated across devices in 2020 versus 2019. With the exception of a slight shift away from gaming consoles in favor of smart TVs in 2020, households continued to consume data in very similar ways to how they did in 2019.

Throughout the COVID-19 pandemic, consumers had adapted to a modified way of life. As lockdowns had eased, data consumption growth appears to have begun to slow in comparison to the peak months in early 2020. Comscore will continue to monitor these changing consumption habits on its Coronavirus Insights Hub. To learn more about how Comscore can provide you with custom insights, contact us today.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.

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SOURCE Comscore

FAQ

What was the growth rate of in-home data usage reported by Comscore in 2020?

Comscore reported an 18% increase in in-home data usage in 2020 compared to 2019.

Which devices saw the highest data usage growth according to Comscore's report?

Smart TVs and home computers experienced growth rates exceeding 30% in data usage.

Did Comscore notice any changes in data consumption patterns in 2020?

Data consumption patterns remained largely consistent with 2019, with only a slight shift away from gaming consoles.

How did the pandemic affect data consumption during Q4 2020?

In Q4 2020, data consumption growth slowed, aligning with the rates seen before COVID-related lockdowns.

What insights is Comscore monitoring regarding data usage trends?

Comscore will continue to monitor changing data consumption habits through its Coronavirus Insights Hub.