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18 December 2020
New digital activities likely to last in Japan
Digital media consumptionDouyin/TikTokSocial media audiences
Japanese adults have taken to new digital activities during the coronavirus (COVID-19) outbreak and this looks set to last in the long term, according to data from McKinsey & Company. This is true across a variety of categories including online fitness, gaming, TikTok, and remote learning.
Why it matters
A growth in digital consumption from COVID-19 is well-founded. However, the real question for marketers is if these new habits will last in the long term or return to their pre-outbreak level when the outbreak ends.