Recently, Market Connections released their 2020 Federal Media and Marketing Study results, providing a look at how the pandemic has shaped the way the federal buyer consumes media. Findings from 2020 can support marketers in short term planning and serve as a basis for longer term thinking about what their marketing strategy should look like.
The biggest long-term change is the location of where people work. Prior to March 2020, only 5% of federal workers were teleworking full time. This number moved as high as 59%, and while it will drop in the future, 27% report they expect to telework full time in the future. Another 46% expect that partial telework will be a regular routine moving forward.