How COVID-19 transformed the way Americans spend online

Ethan SmithContributorShare on TwitterEthan Smith is founder and CEO of Graphite, an SEO and growth marketing agency based in San Francisco. Ethan has served as a strategic advisor to Ticketmaster, MasterClass, Thumbtack and Honey.

COVID-19 has transformed the way Americans use their phones and the way they spend their time and money online. These shifts present both a number of challenges and a raft of opportunities for savvy growth marketers.

We've seen COVID-19 affect a number of verticals. A number of industries have taken a hit (like music streaming and sports), while some are expanding due to the pandemic (groceries, media, video gaming). Others have found distinctive ways to adjust the way they position and sell their product, allowing them to take advantage of changes in buyer behavior.

The key to being able to read and react to changes in this still-tumultuous time and tailoring your growth marketing accordingly is to understand how public sentiment is reflected in new purchasing behaviors. Here's an overview of the most important trends we're seeing that will allow you to adjust your growth marketing effectively.

By the numbers: A sheltering-in-place economy

Virtually all of the data we've seen shows a marked difference in buyer behavior following the WHO's declaration of a pandemic on March 11, 2020. With consumers encouraged to stay home to deter the spread of COVID-19, it's no surprise that the biggest change is the spike in online activity.

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