Engagement time in B2B content pre- and post-COVID-19 outbreak North America 2020

Using the pre- and post-coronavirus outbreak time frames of January to March as well as March to May 2020, a study explored the impact of the pandemic on the engagement time spent on different B2B content types, relying on data from North American companies. While some content types experienced a significant increase in their share of engagement time, such as the report which went from 9.5 percent of time being spent engaging with it to 17.5 percent. Contrary, the time spent on other content types decreased rapidly, among others the time share spent engaging with guides dropped from 16.1 percent before COVID-19 to 5.5 percent post-COVID-19.