The pandemic has also influenced our digital behavior. According to Comscore
, in 2020 March, mobile data usage in the US was 50% bigger compared to 2019.
Also, a survey by GWI revealed that in the US and UK, Gen Z, Gen X, and Boomers spend more time checking social media because of their concerns surrounding Covid-19.
However, you need to consider that the additional time people now spend online may not be representative of your customers' long-term behavior. Thus, you should not use it to make long-term decisions for your Facebook advertising strategy, even for the next year's Black Friday campaigns.
Secondly, there's a shift in ad approaches and dynamics. 89% of advertisers say that they've adjusted their ad budgets due to Covid-19. 45% of them also say that they've made some changes to their media type usage and budget distribution.
Such a change in advertisers' behavior can influence Facebook's ad delivery systems. Facebook claims that they don't know what the impact could be.