Digital consumption is growing more in some categories than others

Online traffic continues to grow, but some categories are slowing on growth, according to Comscore.
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Most Canadians have self-reported spending more time online streaming content and on social media since widespread physical distancing began.

ComScore has been tracking the online habits of Canadians amidst increased lockdown measures. Visits to websites has been steadily on the rise, while total minutes spent has seen a dramatic peak.

Overall digital engagement is growing, according to Comscore, but growth rates are starting to slow. For example, total minutes spent online is up 28% between the week of Feb. 3 to 9 and also the week of March 16 to 22. However, that total has grown 13% from the week of March 2 to 8.

While minutes spent on social were up 68% from Jan. 6 to 12, they’ve only grown 26% from March 2 to 8.

And although visits to government sites did show an exponential growth curve, with minutes up 59% from Jan. 6 to 12 and 83% from Feb. 3 to 9, visits were only up 12% from March 2 to 8.

Not all categories show slowed growth yet; gaming continues to rise exponentially, for example. Minutes spent gaming are up 12% from Jan. 6 to 12, and are also up 12% from March 2 to 8.

News and information also continues to grow at a faster pace; weekly minutes were up 29% from Jan. 6 to 12 and up 47% from March 2 to 8.

Also, food and lifestyle category saw weekly minutes go up 27% from Feb. 3 to 9 and then 44% from March 2 to 8.

One category already seeing negative growth is financial advice and management. Minutes were up 5% from Jan. 6 to 12, but appeared to have already peaked. Last week’s numbers were down 6% from Feb. 3 to 9, and down 3% from March 2 to 8.