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COVID-19 // Germany POV Vol.6

Vol.6: Havas Media Germany's look at consumer behaviors in the time of COVID-19.

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COVID-19 // Germany POV Vol.6

  1. 1. 6TH SURVEY WAVE, APRIL 2020
  2. 2. METHODOLOGY Representative Online Survey o Wave 1: 17th-19th March 2020 o Wave 2: 24th–26th March 2020 o Wave 3: 31st March-2nd April 2020 o Wave 4: 14th-16th April 2020 o Wave 5: 21st-23rd April 2020 o Wave 6: 27th-29th April 2020 500 Respondents 14-69 years Survey panel: respondi By…Havas Media Solutions
  3. 3. ALL MEDIA GROUPS ARE USED MORE INTENSIVELY THAN BEFORE CORONA, EVEN IF THIS INCREASED MEDIA USE SLIGHTLY STARTS DECLINING Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  4. 4. 40% 36% 28% 27% 23% 22% 15% 13% 49% 47% 37% 28% 28% 23% 22% 14% 12% 49% 46% 39% 29% 31% 25% 30% 17% 15% 53% 44% 37% 28% 30% 19% 29% 19% 13% 43% 39% 34% 23% 29% 16% 26% 13% 16% 41% 35% 31% 24% 27% 17% 23% 17% 17% Internet incl. Social Media TV Streaming Radio Media libraries Newspaper Gaming Magazines Podcasts Use media: (much) more Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 MEDIA USE HAS STABILISED AT A HIGH LEVEL THINK ABOUT THE LAST WEEK. HOW DID YOU DEAL WITH THE FOLLOWING THINGS DURING THE LAST WEEK? Top 2 mentions on a 5-point scale 92% 90% 63% 83% 61% 61% 53% 55% 29% Regularmediausage (atleast2Xpermonth) Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  5. 5. 17% 39% 33% 7% 3% 11% 36% 44% 7% 2% 9% 31% 48% 10% 3% 5% 21% 56% 15% 4%4% 20% 55% 17% 3%2% 20% 54% 19% 4% Once per hour 3-5 times a day 1-2 times a day Less often I try to avoid any kind of information Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 CORONA LESS INTERESTING HOW OFTEN DO YOU CURRENTLY INFORM YOURSELF ABOUT CORONA VIRUS? Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  6. 6. CORONA CHANGES OUR MEDIA BEHAVIOUR! PEOPLE LISTEN AND WATCH MORE ATTENTIVELY Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  7. 7. MEDIA: MORE & MORE INTENSIVELY 41% are happy about distraction on TV 43% think: „Media is much more important to me today“ About 40% listen to TV & Radio more intensively 1/3 state, that TV & Radio run more often at their home 31% watch the news continuously since Corona Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  8. 8. NORMALITY DESIRED: IN ADVERTISING AND FOOTBALL Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  9. 9. 4% 6% 8% 11% 12% 31% More enlightening information No false reports Less scare tactics Nothing about Corona Others news/positive news Objective reporting „WE EXPECT FROM MEDIA…“ Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years OPEN QUESTION: WHAT DO YOU WANT FROM MEDIA THESE DAYS?
  10. 10. 43% 19% 43% 12% I finally wish for normality, also in advertising I like advertising with Corona e.g. understanding that it is difficult not meeting with friends, but that perhaps you should rethink your priorities.“ „A piece of normality” „Good news would be great, too” DESIRE FOR NORMALITY Source: Survey powered by Havas Media Solutions, waves 5+6: 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave I wish for: “Distraction- not only COVID” „That [the brands] not only advertise themselves or their products (…), but also communicate on a human level Wave 5 Wave 6 Wave 5 Wave 6
  11. 11. Almost all DFL‘s media partners have recently agreed to make advance payments to the clubs so that they don‘t go bankrupt! of (occasional) Bundesliga spectators* have heard of this measure and support it: 68% 60%* 12%* Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  12. 12. 29% 36% 35% I would donate the money for the ticket to support the club. I would at least expect a voucher as compensation. I expect to get my money back. …would you donate you ticket to your football club? REGARDLESS OF WHETHER YOU CURRENTLY HOLD A TICKET TO ONE OR MORE FOOTBAL GAMES,… (If football is watched at least occasionally) Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years NO CLEAR OPINION ON TICKET DONATION
  13. 13. NEWS AND ENTERTAINMENT ON TV
  14. 14. 60% 71% 52% 22% 4% 70% 64% 55% 23% 6% 63% 68% 53% 20% 7% 65% 68% 54% 24% 9% Movies News Series Shows Sport Wave 3 Wave 4 Wave 5 Wave 6 YOU HAVE STATED THAT YOU HAVE WATCHED MORE TV DURING THE LAST WEEK. WHAT EXACTLY DID YOU WATCH MORE THAN USUAL? HIGH USAGE OF TV FORMATS Source: Survey powered by Havas Media Solutions, waves 3-6: 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  15. 15. SOCIAL MEDIA? YES! BUT NOT AS RELIABLE NEWS SOURCE Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  16. 16. 39% 36% 12% 6% 5% 44% 38% 11% 2% 5% 46% 45% 13% 6% 4% 47% 43% 16% 5% 5% 37% 37% 14% 7% 6% Facebook Instagram Twitter Xing LinkedIn Wave 1 Wave 2 Wave 3 Wave 4 Wave 6 WHICH SOCIAL MEDIA SERVICES HAVE YOU USED LAST WEEK? If the internet was used more last week than usually SOCIAL MEDIA NOT FOR SERIOUS NEWS TO WHAT EXTENT DO YOU TRUST NEWS THAT ARE DISTRIBUTED VIA SOCIAL MEDIA? Scale 1 (I trust completely) to 7 (I do not trust at all) 46% No trust 30% Neither nor 24% Trust Source: Survey powered by Havas Media Solutions, waves 1-4; 6: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave Waves 3 & 4: School holidays
  17. 17. UNDER 30 YEAR OLDS SEEK FOR ENTERTAINMENT IN CORONA CRISIS …MOSTLY ONLINE
  18. 18. 41% 31% 23% 35% 27% 24% 17% 17% 17% 64% 55% 42% 42% 34% 28% 26% 26% 24% Internet incl. Social Media Streaming Gaming TV Media libraries Radio Magazines Podcasts Newspaper Use media: (much) more All respondents U30 SIGNIFICANTLY HIGHER MEDIA USAGE FOR U30 THINK ABOUT THE LAST WEEK. HOW DID YOU DEAL WITH THE FOLLOWING THINGS DURING THE LAST WEEK? Top 2 mentions on a 5-point scale 56% 97% 86% 58% 74% 60% 69% 40% 46% 58% Regularmediausage (atleast2Xpermonth) Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years 77% 83%
  19. 19. U30 SEEK FOR ENTERTAINMENT ONLINE 56% 56% 63% 41% 48% 15% 7% 18% 74% 58% 55% 48% 41% 14% 14% 13% Watched videos/movies online Use social media Read news Communication (e.g. Skype FaceTime) Online shopping Ordered food online Used online dating Use financial services Alle U30 YOUR INTERNET USAGE IN THE LAST WEEK HAS INCREASED . WHAT ARE YOU DOING ONLINE? Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years 32% 100%
  20. 20. WHICH SOCIAL MEDIA SERVICES HAVE YOU USED LAST WEEK? If the internet was used more last week than usually Quelle: Befragung Havas Media Solutions, Wellen 2+5: 24.-26.3. / 21. .23.4.2020, je Welle 500 Befragte zwischen 14 und 69 Jahren U30 TRUST NEWS ON SOCIAL MEDIA 50% 24% 15% 38% of 14-29 year olds trust news that are distributed via social media. But only 20% of over 30 year olds trust social media as reliable news source. Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  21. 21. LONGING FOR TRAVEL, SHOPPING AND SPORT Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years 26% 39% 40% 39% 55% 54% 65% I can't wait to get back to the office. I am happy to be able to go to the gym/sports club again. I can't wait being able to do errands again without the internet. I can't wait strolling in shops. I can't wait to travel again. I can't wait to go to restaurants and bars again. I can't wait to see family & friends. All respondents U30 15% 35% 12% U30 Top 2 mentions on a 7-point scale
  22. 22. DIGITAL LEARNING STILL IMPROVABLE Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years U30 I am technically well equipped and can easily participate in digital lessons. I regularly exchange information with my classmates / fellow students. My school is well prepared for working with digital media. I have contacts at school/university who help me quickly with technical problems. For learning I use self-study programs, e.g. learning apps or learning games. 68% 40% 28% 25% 16% TO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS? If student/trainee (Top 2 mentions on a 7-point scale) Student/Trainee
  23. 23. WHAT IS HAPPENING ONLINE? THROUGH THE CRISIS WITH SHOPPING & COMMUNICATION
  24. 24. SHOPPING & COMMUNICATION BENEFIT 63% 56% 56% 48% 41% 18% 15% Read news Use social media Watched videos/movies online Online shopping Communication (e.g. Skype FaceTime) Use financial services Ordered food online Wave 1 Wave 6 YOUR INTERNET USAGE IN THE LAST WEEK HAS INCREASED . WHAT ARE YOU DOING ONLINE? +70% W1-W6 Source: Survey powered by Havas Media Solutions, waves 1+6: 17.-19.3. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave +92% W1-W6
  25. 25. 88% think, that online shopping will gain importance in the near future Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years VIRTUAL SHOPPING REMAINS IMPORTANT
  26. 26. FASHION STILL ON TOP
  27. 27. FASHION REACHES ITS ZENITH 31% 28% 37% 38% 57% Books Food Drugstore products Electronics Clothing Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 WHICH PRODUCTS HAVE YOU PURCHASED ONLINE? If there was more shopping online last week than usually Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave +27% W1-W6
  28. 28. 40% OF THE RESPONDENTS STATED THAT THEY „HOARDED“ DURING CORONA Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  29. 29. DRUGSTORE SUPPLIES AND NOODLES 67% 51% 49% 45% 35% 33% 31% 26% 17% WHAT EXACTLY DID YOU BUY IN STOCK? If products were purchased in stock. Drugstore supplies (except toilet paper) Noodles/ Rice Canned food Beverages Baking ingredients (flour, sugar) Toilet paper Frozen food Coffee/Tea Bread Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  30. 30. AND NOW? 57% 34% 12% I start to use/eat the supplies. I still keep more supplies than usually. I still buy more supplies than I did before Corona. Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  31. 31. NO RUSH ON SHOPS SINCE REOPENING 63% did NOT visit a stationary shop Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  32. 32. 22% 7% 7% 6% 5% 5% 4% 3% 2% 2% NO RUSH ON SHOPS Had- ware store Clothing store House- hold goods Book store Shoe store Elec- tronic store Mall Per- fumery Sports goods Jewellery WHICH STORES HAVE YOU VISITED SINCE RESTRICTIONS HAVE BEEN EASED? Multiple choice possible Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years Alreadyopened forawhile
  33. 33. 53% 46% 41% 40% 41% 36% 35% 36% 35% 33% 28% 32% 17% 24% 12% 13% 21% 19% 18% 12% 14% 13% 19% 12% 14% 12% 20% 14% 17% 13% 16% 17% 22% 31% 34% 39% 37% 41% 37% 40% 37% 41% 41% 46% 50% 48% 60% 60% 3% 4% 7% 9% 9% 11% 9% 11% 14% 14% 11% 8% 15% 16% 13% 10% W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 Would I buy even during the crisis Would I buy pretty soon after the crisis Would I rather put off longer Would I not consider for a while Clothes Smartphone TV Large kitchen equipment Insurance Furniture Car Holidays RELUCTANT TO SHOP WOULD YOU CURRENTLY MAKE THE FOLLOWING PURCHASE DECISIONS OR RATHER AFTER THE CRISIS? – except people for whom the product areas are not relevant – comparison waves 4 & 6 Source: Survey powered by Havas Media Solutions, waves 4+6: 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  34. 34. PLANNED SPENDING ON STABLE LEVEL 20% 16% 16% 11% 14% 13% 10% 8% 8% 10% 6% 5% 5% 7% 67% 70% 68% 72% 70% 70% 83% 83% 88% 85% 84% 84% 83% 80% 13% 14% 16% 18% 16% 17% 7% 9% 4% 4% 10% 11% 12% 13% W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 More Same as before Less Estimation of consumer spending according to Corona: Restaurants / Bars Cinema/ Concerts/ Theatre Holidays/ Trips Clothing Food/ Drugstore products Presents Electronics Source: Survey powered by Havas Media Solutions, waves 4+6: 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  35. 35. 14% plan a car purchase in the near future FAVOURITE CAR PRODUCERS 64% 30% 15% Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  36. 36. 45% 34% 22% 22% 15% If there were state subsidies for the purchase of a new car, it would be a reason for me to think about buying a car. In the future I plan to use the car more often for my daily trips I feel poorly informed about what is possible in the current situation regarding the purchase of a car (e.g. carrying out a test drive) In the current situation I can very well imagine buying my car completely online. I feel badly informed if I can bring my car to the car service station at the moment. Top 2 mentions on a 7-point scale STATE SUBSIDIES DRIVE CAR PURCHASE Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years HOW DO YOU THINK ABOUT THE FOLLOWING STATEMENTS? If a car purchase is planned in the near future.
  37. 37. HOME OFFICE: SATIFSFIED WITH LOTS OF COFFEE
  38. 38. HOME OFFICE HAS REACHED ITS LIMIT 38% 44% 48% 49% 47% 49% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 And compared to before? *Employees, Trainees, Students 85% 68% 16% 93% 80% 24% 100% 68% 26% 98% 64% 31% 91% 78% 27% I have regularly worked from home before AND currently do I have worked from home time to time AND currently do I have never worked from home BUT currently do so Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Currently working from home?* Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  39. 39. HOME OFFICE SEDUCES TO COFFEE 30% drink more coffee Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  40. 40. EMPLOYEES SATISFIED 88% of the employers of our respondents have already taken measures Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  41. 41. 9% 12% 20% 21% 29% 32% 42% 46% Virtual events (e.g. sports, cooking events) No actions Short-time work New working time arrangements Masking obligation Vitual meetings Home office New hygiene rules HYGIENE RULES AND HOME OFFICE HAS YOUR EMPLOYER ALREADY TAKEN MEASURES AGAINST CORONA? Filter: if employed 64% Satisfied 23% Neither nor 13% Not satisfied HOW SATISFIED ARE YOU WITH THE MEASURES TAKEN BY YOUR EMPLOYER AGAINST CORONA? Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  42. 42. NO HOLIDAYS, NO PARTY AT LEAST DELICIOUS DRINKS
  43. 43. Planned and booked; 26% Planned and booked with cancel option; 11% Planned but not booked yet; 18% Neither planned nor booked; 45% Summer vacation already booked? 18% 52% 67% 68% 41% 69% 63% 61% Within Germany Europe by car Europe by plane Long-distance trip Wave 4 Wave 6 Quelle: Befragung Havas Media Solutions, Welle 5: 21.-23.04.2020, 500 Befragte zwischen 14 und 69 Jahren „MY HOLIDAYS WILL NOT TAKE PLACE“: PESSIMISM ABOUT TRAVELLING IN 2020 Source: Survey powered by Havas Media Solutions, waves 4+6: 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  44. 44. 14% 8% 15% 12% 7% 17% 12% 21% 19% 6% male female 14-29 30-49 50-69 Wave 3 Wave 6 „MY ALCOHOL CONSUMPTION HAS INCREASED SINCE CORONA“ GREAT WEATHER & DRINKS Source: Survey powered by Havas Media Solutions, waves 3+6: 31.3.-2.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  45. 45. ALCOHOL PREFERABLY IN COMPANY CONSUMED ALCOHOL LAST WEEK… 61% 34% 9% 6% 4% 55% 37% 6% 10% 6% with people in my household alone with people via video chat with neighbours on separate balconies/gardens with people via telephone Wave 3 Welle 6 Source: Survey powered by Havas Media Solutions, waves 3+6: 31.3.-2.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  46. 46. DRINKS VIA VIDEOCHAT IS EN VOGUE Source: Survey powered by Havas Media Solutions, waves 3+6: 31.3.-2.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave 50% can imagine enjoying a few drinks with friends via video chat 38% consider balcony parties with neighbours (on separate balconies) 26% can imagine having a party with friends via video chat 26% like the idea of playing drinking games at home Analysis for people up to 30 years Top 3 mentions on a 7-point scale 28% think that you can also party at home with household members 14% think that parties via live streams from clubs are a great idea Wave 3 46% 33% 26% 32% 30% 13%
  47. 47. ONLINE EVENTS WITH POTENTIAL 27% of the respondents have already attended an online event. Education, concerts and fitness are particularly popular. Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  48. 48. OPEN FOR ONLINE EVENTS HAVE YOU ALREADY PARTICIPATED OR COULD YOU IMAGINE DOING SO? 22% 14% 13% 5% 5% 3% 41% 38% 40% 43% 32% 17% Already participated Not participated yet, but I can imagine doing so Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years Online seminar (e.g.university) Online fitness lession Online concert Online cooking Online event (z.B. Preisverleihung, Fashion Show, Gala) Online-Wein- verkostung
  49. 49. RELAXED RESTRICTIONS BUT STILL SKEPTICISM Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  50. 50. RELAXED RESTRICTIONS? JOY AND SKEPTICISM AT THE SAME TIME 19% 24% 25% 45% 55% 18% 29% 29% 46% 58% I'm definitely going to go for a stroll in the next few days. I will finally treat myself after the long quarantine. I will definitely leave the house more than before the relaxed restrictions. I am very happy about the relaxed restrictions. I am very sceptical about the relaxed restrictions and will continue to stay at home more. Wave 5 Wave 6 Source: Survey powered by Havas Media Solutions, waves 5+6: 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  51. 51. 19% 29% 33% 34% 49% 53% 70% 23% 32% 34% 35% 55% 56% 75% 24% 37% 45% 55% 56% 69% I can't wait to get back to the office. I am happy to be able to go to the gym/sports club again. I can't wait being able to do errands again without the internet. I can't wait strolling in shops. I can't wait to travel again. I can't wait to go to restaurants and bars again. I can't wait to see family & friends. Wave 1 Wave 5 Wave 6 WHEN YOU THINK OF THE TIME AFTER THE CORONA CRISIS. TO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS? Top 2 mentions on a 7-point scale LOOKING FORWARD TO FAMILY & FRIENDS Source: Survey powered by Havas Media Solutions, waves 1+5, 6: 17.-19.3. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
  52. 52. POST-CRISIS COHESION 72% will pay more attention supporting regional products and local traders after the Corona crisis. Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years
  53. 53. THE SMALL THINGS IN LIFE… Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years 26% 8% 9% 10% 16% 30% 35% 37% 40% 48% I won't change anything I will try to travel by train instead of plane I will use public transportation more often instead of the car I try to avoid business trips by organizing online meetings I will travel less I will pay more attention to the environment I will appreciate systemically relevant professions more I will avoid large crowds in the long run I will appreciate my family and friends more I will appreciate the little things in life more Hardly any changes in travel behaviour expected New awareness for family, hygiene, environment and the essential things
  54. 54. Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave A different look at the essential things Media usage remains high - still significantly higher than before Corona. Especially the group of under 30-year-olds shows strong growth in media usage. One thing is certain: Media in times of Corona have not only gained intensity but also attention. Nevertheless, a slight downward trend in increased usage is becoming apparent. Is normality coming back? That is what the respondents would like to see in many areas. There should finally be a distraction. The initiative of the media partners for the Bundesliga is received very positively. Regarding the "hoarding“ problem, people start to go back to normal. Stocks are slowly being used up. The trend towards online shopping and the interest in clothing can still be confirmed. According to the results, however, the rush on the shops has not happened so far- even though planned consumer spending has not collapsed yet. The scepticism regarding the relaxed restrictions seems to be working. However, the results for the younger generation show that the desire for travel & shopping is enormous. Employers have taken action. Measures are being and have been taken and the majority of employees - still in their home offices - are satisfied with them. And will people get better human beings after Corona? Our respondents are sure that after Corona they will have a finer view of the essentials. However, the results do not show any major changes in behaviour - for example, with regard to business trips.
  55. 55. STAY HEALTHY!

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Vol.6: Havas Media Germany's look at consumer behaviors in the time of COVID-19.

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