Measure Protocol Taps Into Young Adult App Users to Gather Work and Media Consumption Data During COVID-19

Measure Protocol, the industry’s first blockchain-powered marketplace for person-based data, has asked Millennial and Gen Z users of its MSR app for information about how they are working and consuming media during the COVID-19 pandemic.

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What: New data collected from Measure’s highly engaged, mobile-only community in the United States, Canada and the United Kingdom. The research included approximately 1,500 respondents between the ages of 18 and 39 who revealed how things have changed for them surrounding the way they are working and consuming information.

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Key Findings:

• More than 50% of our respondents said that they or someone in their household was working or studying from home, though 42% found that this new model made them less productive

• Young adults are using technology to stay connected for work with WhatsApp (33%) and Zoom (32%) topping the list of most used platforms

• Traditional television news (61%) comes in a close second behind social media (63%) as the primary source for consuming information for Millennials and Gen Z

• Just over one-third (38%) of respondents felt the amount of information they were receiving was “just right,” though a similar amount felt it was exaggerating (38%) or scaremongering (37%)

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