Alex Crook - Exploring the aftermath of enforced behaviour change (from Covid-19) on younger people’s habits

Exploring the aftermath of enforced behaviour change (from Covid-19) on younger people’s habits, identity and behaviour and understanding what it means for the ABC as we deliver audience informed digital experiences.

Over the last 2.5 years, people across Australia, and much of the world, endured a period of enforced behaviour change, that radically changed how we lived, socialised and worked. These changes intensified many people’s relationships with digital products and technology, with the ABC benefitting from this voracious appetite to be informed, educated and entertained. But as the regulations, norms and guidelines that dominated our lives during Covid-19 disappear, come and learn how this rare event impacted audiences' habits, behaviours, wellbeing and decisions and what it means for the ABC as we deliver audience informed digital experiences.

Transcript

1. Life is an-in person event - CMO Fast Co Innovation
2. The impact of enforced behaviour change from Covid-19 on younger people’s habits, identity and behaviour, and understanding what it means for the ABC as we deliver audience informed digital experiences. Alex Crook Design Research Lead ABC Australia
4. Laila’s digital journey
5. Adapting to change Laila’s digital journey
6. Adapting to change Laila’s digital journey Exploring people in their space
7. Laila’s digital journey
8. Really anxiety provoking 8 Laila & the news Lighter, less credible stuff Banned myself from the news for awhile
9. 9 I’m more wanting to just consume positive things Taking a news break
10. TikTok rising Just in general just makes me feel motivated and picks me up a little bit
11. 11 A place of respite Easy to consume - I don't walk away feeling heavy or contemplating life Light and fluffy, funny and real!
12. 12 Bring the visual appeal You're just gonna get bored if it looks dull and there's no energy in the video If it's not visually appealing, I'm not gonna look at it
13. 13 Low effort consumption It's clever. It doesn't require a lot of energy to focus on those things - it's just there
14. 14 Created the hook I use TikTok a lot more for pretty much everything to discover new ways to do things, to discover news content, um, to discover new trends, new food, new places…”
15. 15 Entrenched expectations It's just the way I consume it, I don't necessarily wanna read about it
16. Adapting to change
17. 17 Internal trigger Need Action Reward Investment Reinforcement Habit established
18. 18 Internal trigger Conscious of the content she consumes and acknowledges its negative impact
19. 19 Need To protect her mental wellbeing
20. 20 Action To find content safe havens, and feel satisfied with choices
21. 21 Reward Social Media is a source of inspiration & supports aspirational thinking
22. 22 Investment Visual appeal drives engagement, it helps her stay, play & return
23. 23 Reinforcement This easy distraction to pass the time, and boost mood is frequently repeated
24. 24 Habit established Drawn to short, brief and easily digestible content whether is it entertainment or news
25. Exploring people in their space
26. Multi-pronged approach Trends analysis & research review Unmoderated interviews Diary studies + interviews Ethnographic interviews
28. The surprise benefits of unmoderated interviews • A window into their online world • Unprompted interaction in how they search, discover and consume content • Analysis of their favourite apps
29. Try these: • Tell it with a story • Break it down into simple steps • Create the conversation
30. Thanks Alex Crook Design Research Lead ABC Australia