Prior to the novel coronavirus (COVID-19) pandemic, working from home or remotely was still more of a career luxury than a necessity. With the onset of the pandemic, however, companies the world over have been forced to adjust in the blink of an eye to remain viable. The business imperative was simple: enable remote work, often with a degree of creativity, or suffer a great loss of productivity, employee trust and engagement—not to mention the potential for revenue drops.
According to Nielsen’s Remote Workers Consumer Survey, the pandemic forced about two-thirds of Americans to begin working from home on a full-time basis. And despite the challenges and adjustments that working from home involves, such as toddlers, animals, potentially sharing tight quarters with others, respondents enjoy the convenience, still feel engaged with their roles and believe it makes it easier to strike a work-life balance. That said, Americans who are new to working from home have yet to fully settle into their routines, especially when compared with workers who worked from home or remotely before the pandemic. And as a result, they’re also still adjusting their media habits. To learn more, we spoke with Peter Katsingris, SVP of Audience Insights, who provides additional insight into the differences between the two groups of work-from-homers.
For additional insights about how consumers’ work-from-home lifestyles are changing traditional routines and behaviors, download the latest Nielsen Total Audience Report.