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COVID-19 // Germany POV Vol.8

Vol.8: Havas Media Germany's look at consumer behaviors in the time of COVID-19.

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COVID-19 // Germany POV Vol.8

  1. 1. 8TH SURVEY WAVE, MAY 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 o Wave 7: 5th-7th May 2020 o Wave 8: 12th-14th May 2020 500 Respondents 14-69 years Survey panel: respondi By…Havas Media Solutions
  3. 3. MEDIA STILL IN HIGH DEMAND… AND THEY WILL REMAIN IMPORTANT
  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% 43% 40% 34% 26% 25% 19% 25% 16% 15% 41% 36% 31% 19% 23% 13% 22% 13% 14% 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 Wave 7 Wave 8 STILL MORE MEDIA USE THAN BEFORE CORONA 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, 8 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  5. 5. MEDIA MORE IMPORTANT IN THE LONG TERM HOW DO YOU EVALUATE THE FOLLOWING STATEMENTS? Top 3 mentions on a 7-point scale AGE: 50-69AGE: 14-29 66% 66% Media are currently the most important source of information for me 53% 43%Media are much more important to me now 48% 36% Media will have a higher significance for me in the long term 34% 29%I trust media very much today Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  6. 6. 17% 39% 33% 7% 3% 11% 36% 44% 7% 2% 9% 31% 48% 10% 3% 5% 21% 56% 15% 4% 2% 20% 54% 19% 4%4% 18% 52% 22% 4%3% 15% 56% 23% 3% 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 Wave 7 Wave 8 STAGNATING NEED FOR INFORMATION HOW OFTEN DO YOU CURRENTLY INFORM YOURSELF ABOUT CORONA VIRUS? Source: Survey powered by Havas Media Solutions, 8 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4. / 5.-7.5. / 12.5-14.5.2020; 500 respondents aged 14 to 69 years per wave
  7. 7. YOUNGER ONES LIKE SERIES & SHOWS, OLDER ONES LIKE NEWS 42%14-29 year olds 11%50-69 year olds I WATCH MORE SHOWS Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  8. 8. 60% 71% 52% 22% 4% 70% 64% 55% 23% 6% 63% 68% 53% 20% 7% 65% 68% 54% 24% 9% 61% 69% 53% 25% 5% 55% 62% 58% 23% 8% Movies News Series Shows Sport Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 YOU HAVE STATED THAT YOU HAVE WATCHED MORE TV DURING THE LAST WEEK. WHAT EXACTLY DID YOU WATCH MORE THAN USUAL? SERIES ARE POPULAR Source: Survey powered by Havas Media Solutions, waves 3-8: 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  9. 9. 11% 38% 42% 45% 64% 4% 79% 11% 63% 58% Sport News Shows Movies Series ENTERTAINMENT FOR THE YOUNG & NEWS FOR THE OLDER ONES HOW DO YOU EVALUATE THE FOLLOWING STATEMENTS? Top 3 mentions on a 7-point scale AGE: 50-69AGE: 14-29 Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  10. 10. BINGE-WATCHING …SEVERAL EPISODES IN A ROW 48% 49% Not a question of gender, 71%14-29 year olds 51%30-49 year olds 33%50-69 year olds But a question of age Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  11. 11. MORE BINGE-WATCHING DURING CORONA 43% 6% 51% Have I already done before Corona Have I done for the first time during Corona Never done this before Do you watch several episodes of a series in a row? And did you do this more often during Corona than before?* 32% 68% Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years *Base: People who have watched several episodes of a series in a row even before Corona
  12. 12. #GEMEINSAMDADURCH ON TV! APPEALS & IS CREDIBLE
  13. 13. Source: Survey powered by Havas Media Solutions, waves 4+8: 14.-16.4. / 12.5-14.5.2020; 500 respondents aged 14 to 69 years per wave #GEMEINSAMDADURCH-SPOT WELL RECEIVED 23% 77% Yes No TV spot of SPARKASSE seen before? 42% 46% 59% 39% 39% 47% 54% 48% 52% 47% Men omen 14-29 30-49 50-69 Wave 4** Wave 8 How do you like the spot?* *Top 3 on 7-point scale ** #GEMEINSAMDADURCH-TV spot testing, similiar creative; duration: 20 seconds
  14. 14. SPOT APPEALS & IS CREDIBLE 0% 20% 40% 60% …is unique …encourages to gather more information …is appealing …is memorable …is credible …is interesting Wave 4 Wave 8 Source: Survey powered by Havas Media Solutions, waves 4+8: 14.-16.4. / 12.5-14.5.2020; 500 respondents aged 14 to 69 years per wave Top 2 on 5-point scale
  15. 15. HIGHSPEED ON THE INTERNET SLOW RETURN TO NORMALITY ENTERTAINMENT CURRENTLY MORE IMPORTANT THAN SHOPPING
  16. 16. ENTERTAINMENT BEFORE SHOPPING 68% 64% 61% 45% 42% 17% 17% 9% Read news Watched videos/movies online Use social media Online shopping Communication (e.g. Skype, FaceTime) Ordered food online Use financial services Online dating Wave 1 Wave 4 Wave 7 Wave 8 YOUR INTERNET USAGE IN THE LAST WEEK HAS INCREASED . WHAT ARE YOU DOING ONLINE? Source: Survey powered by Havas Media Solutions, waves 1+4+7+8: 17.-19.3. / 14.-16.4. / 5.-7.5. / 12.5-14.5.2020; 500 respondents aged 14 to 69 years per wave +25% W1 – W8
  17. 17. „I CAN‘T GO OUTSIDE, THAT‘S WHY I POST“ 42% OF SOCIAL MEDIA HEAVY USER SAY, THAT THEY HAVE POSTED MORE Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  18. 18. 19% 28% 20% 32% How often did you - in the time before Corona - post articles in social media yourself? Weekly At least monthly Rarely Never CONSTANT USE And during the Corona Crisis? Did you post articles in social media more often than before? 42% „Yes, much / more often.“ 28% „Yes, much / more often.“ 7% „Yes, much / more often.“ Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  19. 19. Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years CLOTHES WILL STILL BE PURCHASED ONLINE, EVEN AFTER CORONA
  20. 20. FASHION STILL POPULAR, BUT DECLINING 22% 22% 23% 30% 54% Food Drugstore products Books Electronics Clothing Wave 1 Wave 5 Wave 8 WHICH PRODUCTS HAVE YOU PURCHASED ONLINE? If there was more shopping online last week than usually Source: Survey powered by Havas Media Solutions, waves 1+5+7+7: 17.-19.3. / 21.-23.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave +21% W1-W8
  21. 21. FOOD PURCHASE PREFERABLY OFFLINE 17% 14% 12% 10% 7% 7% 71% 74% 72% 71% 74% 70% 12% 13% 16% 19% 19% 23% Clothing Electronics Books Medicine Drugstore products Food Will I buy online more often Will I buy online as often as before Will I buy online less often Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years DO YOU THINK THAT YOU WILL BUY THE FOLLOWING PRODUCTS ONLINE MORE OFTEN IN THE FUTURE THAN BEFORE CORONA?
  22. 22. 19% 43% 30% 9% If your company offers the opportunity to voluntarily return to the office, would you do so? Yes, of course Yes, probably No, not likely No, not at all 62% would take the opportunity to voluntarily return to the office. Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  23. 23. 38% 44% 48% 49% 47% 49% 44% 45% Welle 1 Welle 2 Welle 3 Welle 4 Welle 5 Welle 6 Welle 7 Welle 8 *Base is employees, trainees, students Are you currently working from home?* SLOW RETURN Source: Survey powered by Havas Media Solutions, 8 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  24. 24. Around 80% THINK, THAT WORKING FROM HOME WORKS AS WELL AS WORKING IN THE OFFICE Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years REASONS AGAINST RETURNING TO THE OFFICE?
  25. 25. FEAR OF INFECTION HIGH FOR GEN 50+ Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years Why would you not return to the office? 79% 38% 32% 14% 12% 9% 67% 67% 11% 22% 0% 0% Working from home works just as well Fear of infection Travelling by public transportation scares me I am pre-diseased A family member is pre- diseased I don't have childcare at the moment All respondents Gen 50+
  26. 26. LONG-DISTANCE TRAVEL STILL A LONG WAY AWAY AROUND 50% BELIEVE IN THEIR TRAVEL PLANS WITHIN GERMANY Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years
  27. 27. 18% 52% 67% 68% 41% 69% 63% 61% 27% 46% 65% 73% 23% 51% 63% 75% Within Germany Europe by car Europe by plane Long-distance travel Wave 4 Wave 6 Wave 7 Wave 8 Quelle: Befragung Havas Media Solutions, Welle 5: 21.-23.04.2020, 500 Befragte zwischen 14 und 69 Jahren „MY VACATION WILL NOT HAPPEN“: If a vacation had already been planned: OPTIMISM FOR GERMANY TRIPS Source: Survey powered by Havas Media Solutions, waves 4+6+7+8: 14.-16.4. / 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  28. 28. AFTER RELAXED RESTRICTIONS: „I EARNED IT“ IF IT WASN‘T FOR THESE STUPID RULES…
  29. 29. „I CAN FINALLY ENJOY MYSELF“ 22% 31% 32% 51% 52% 23% 26% 36% 57% 48% 19% 24% 25% 45% 55% I will definitely go for a stroll I will treat myself after this long quarantine I will definitely leave the house more than before the rules were relaxed I'm very glad the rules are being relaxed I view these rule easings sceptically and will continue staying home Welle 6 Welle 7 Welle 8 IF YOU THINK ABOUT THE TIME AFTER CORONA. TO WHAT EXTEND DO YOU AGREE WITH THE FOLLOWING STATEMENTS? Top 3 answers on a 7-point scale Veränderung Welle 8 zu 6 +29% Source: Survey powered by Havas Media Solutions, waves 6-8: 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  30. 30. Savings; 391€ Food; 184€ Clothes; 150€ Electronics; 141€ DIY products (excl. Plants); 69€ Plants; 38€ Beauty; 27€ 1.000 EURO FOR: WHAT ARE YOU DOING WITH 1.000€? Source: Survey powered by Havas Media Solutions, waves 5+8: 21.-23.4. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave +4€ +5€ +3€ +8€ -3€ -11€ -7€
  31. 31. FIRST THING, VISITING THE HAIRDRESSER 15% 25% 2% 3% 3% 6% 3% 2% 2% 1% 2% 38% 25% 45% 44% 30% 22% 23% 22% 19% 14% 11% I have already visited since the beginning of corona I can imagine visiting in the next weeks I will not visit in the near future Does not interest me/Not relevant Source: Survey powered by Havas Media Solutions, wave 8: 12.5-14.5.2020; 500 respondents aged 14 to 69 years HOW DO YOU EVALUATE THE FOLLOWING RELAXATIONS? Hair- dresser School/ University/ office Restaurant Café Zoo Outdoor sport (Tennis, Golf, etc.) Gym, Sports club, Dance school Museum Hotels Church or the like Beautician
  32. 32. 22% 7% 5% 6% 5% 7% 2% 4% 3% 2% 24% 11% 7% 7% 6% 5% 4% 3% 3% 3% 34% 13% 8% 8% 7% 7% 5% 6% 3% 2% 21% 21% 13% 13% 11% 6% 8% 9% 5% 2% 26% 22% 14% 11% 14% 9% 6% 13% 6% 3% Visited already (Wave 6) Visited already (Wave 7) Visited already (Wave 8) Planned Planned (Wave 8) MORE TRAFFIC IN SHOPS Hard ware store Clothing store Electronics store Book store Shoe store Household goods Sports store Depart ment store Perfume shop Jewelry store WHICH OF THE FOLLOWING SHOPS HAVE YOU VISITED – SINCE MEASURES HAVE EASED? / WHICH ONES DO YOU PLAN ON VISITING IN THE NEXT 2 WEEKS? Multiple mentions possible Source: Survey powered by Havas Media Solutions, waves 6-8: 27.-29.4. / 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave „I have not visited any of these stores:“ Wave 6: 63% Wave 7: 58% Wave 8: 47%
  33. 33. MASKS STILL REQUIRED 42% (46% in the last wave) say they will not visit any stores in the next 2 weeks. These are the main reasons: 21% 17% 18% 32% 61% 16% 16% 19% 30% 66% I'm afraid of getting infected I don't want to spend money I can order everything I need online I find wearing masks uncomfortable I don't see a reason to Wave 7 Wave 8 Source: Survey powered by Havas Media Solutions, waves 7+8: 5.-7.5. / 12.5-14.5.2020 500 respondents aged 14 to 69 years per wave
  34. 34. 16% 26% 29% 33% 50% 52% 70% I'm looking forward to go back to the office I'm looking forward to go to the gym I'm looking forward to taking care of things offline I'm looking forward to go shopping I'm looking forward to travel I'm looking forward to eat out in restaurants or go to bars I'm looking forward to see family and friends again Wave 1 Wave 6 Wave 7 Wave 8 IF YOU THINK ABOUT THE TIME AFTER CORONA. TO WHAT EXTEND DO YOU AGREE WITH THE FOLLOWING STATEMENTS? Top 2 mentions on a 7 point scale NEW RULES CURB ENTHUSIASM Source: Survey powered by Havas Media Solutions, waves 1,6,7,8: 17.-19.3. / 21.-23.4. / 27.-29.4. / 5.-7.5. / 12.-14.5.2020, 500 respondents aged 14 to 69 years per wave Rules & limitations curb anticipation
  35. 35. 25% JUST WANT TO ENJOY 59% 39% 35% 15% 61% 42% 26% 24% I will make sure there's a big enough distance between tables I will pay extra attention to hygiene when picking a restaurant I insist on sitting outside I will not pay special attention to anything, I will just enjoy it All respondents Respondents that have been to restaurants or are planning to Source: Survey powered by Havas Media Solutions, waves 5+8: 21.-23.4./ 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave WHAT WILL YOU PAY SPECIAL ATTENTION TO WHEN IT IS FINALLY POSSIBLE TO EAT OUT? Multiple mentions possible
  36. 36. ANTICIPATION FOR FOOTBALL TARNISHED THE BUNDESLIGA IS SET TO CONTINUE, AS ARE INTERNATIONAL COMPETITIONS How do you feel about that? (Top 3 mentions on a 7 point scale) WOMENMEN 27% 8%I‘m really looking forward to it 51% 41%Having no fans will ruin the atmoshphere 48% 58%I consider it reckless given the circumstances 25% 8%I‘m happy the games are set to continue Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave
  37. 37. WHAT DOES THE FUTURE HOLD?
  38. 38. 2% 4% 6% 8% 10% 12% 15% 18% 19% Festivals/Concerts Hobbies/Garden BBQ/Beergarden Go out to eat Outdoor sports/adventures Swimming Travel (e.g. north sea) Seeing Family/Friends Staying home (due to corona) Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave PLEASE COMPLETE THE FOLLOWING SENTENCE: THIS SUMMER I WILL… Open question SUMMER VACATION AT THE SEA
  39. 39. UNCERTAINTY SLOWS CONSUMPTION APPETITE 20% 16% 14% 16% 11% 12% 14% 13% 14% 10% 8% 7% 8% 10% 9% 6% 5% 5% 5% 7% 5% 67% 70% 70% 68% 72% 71% 70% 70% 67% 83% 83% 81% 88% 85% 88% 84% 84% 86% 83% 80% 82% 13% 14% 16% 16% 18% 18% 16% 17% 19% 7% 9% 11% 4% 4% 3% 10% 11% 9% 12% 13% 14% W4 W6 W8 W4 W6 W8 W4 W6 W8 W4 W6 W8 W4 W6 W8 W4 W6 W8 W4 W6 W8 More As much as before Less Estimation of consumption spending after corona: Restaurants / Bars Cinema / Concerts / Theater Vacation / Travel Clothing Food/ Groceries Gifts Electronics Source: Survey powered by Havas Media Solutions, waves 4,6 + 8: 14.-16.04. / 27.-29.4. / 12.-14.05.2020, je Welle 500 Befragte zwischen 14 und 69 Jahren
  40. 40. LOCAL FOCUS 30% 34% 39% 43% 49% 56% 60% 61% 58% 53% 44% 46% 38% 34% 8% 7% 8% 14% 5% 6% 5% Climate protection Volunteering Safe investments Global thinking within the economy Neighbourhood assistance Supporting local businesses Support of small businesses More important (Top 3) Middle Less important (Low 3) Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave THE CORONA CRISIS MAKES PEOPLE THINK ABOUT THINGS DIFFERENTLY THAN BEFORE. TO WHAT EXTEND HAVE THE FOLLOWING TOPICS INCREASED IN IMPORTANCE DUE TO CORONA?
  41. 41. 5% 18% 19% 22% 26% 27% 40% I am learning a new language I have attended online-events I have discovered videocalls I have supported local businesses I have tried a lot of new things in the kitchen I have done a lot of gardening or DIY I have used media a lot more New to me due to corona DIY AND COOKING, EVEN AFTER THE CRISIS Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave 52% 52% 64% 81% 74% 76% 37% I will keep doing WHICH OF THE FOLLOWING HAVE YOU DISCOVERED IN THE CORONA CRISIS? AND WHICH OF THESE THINGS – THAT YOU DISCOVERED - WILL YOU KEEP DOING? Only if these are new due to corona:
  42. 42. A GLOBAL STUDY FROM MC KINSEY, BASED ON AN „EXECUTIVE PANEL“ DEFINES THE FOLLOWING SCENARIOS. THE SCENARIOS ARE BASED ON HEALTH AND ECONOMIC DEVELOPMENTS. MOST LIKELY IS SCENARIO A1: THE VIRUS WILL STICK AROUND AND POLITICS CAN NOT COMPLETELY STOP ECONOMIC DOWNTURN https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-coronavirus-effect-on-global-economic-sentiment
  43. 43. WE ASKED: HOW LIKELY DO YOU CONSIDER THE FOLLOWING SCENARIOS? A big part of respondents (42%) also consider Scenario A1 for most likely. When asked about the effectiveness of political measures, respondents tend to be more pessimistic compared to the respondents of the global McKinsey- Study. https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-coronavirus-effect-on-global-economic-sentiment Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave 42% 3%17%8% 5%18% 0%2%5% 15% 16% 6% 11% 3% 9% 31% 6% 2% Havas Media Mc Kinsey
  44. 44. PESSIMISM vs OPTIMISM WHO THINKS WHAT? Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave
  45. 45. WITH HELP OF THE MODELS WE LOOK AT: HOW DO OPTIMISTS AND PESSIMISTS THINK? A3, A4, A2 OPTIMISTS 25% of sample B2, B3, B4 PESSIMISTS 25% of sample https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-coronavirus-effect-on-global-economic-sentiment Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave
  46. 46. 44% 35% 33% 21% 19% 18% 17% 16% 16% 44% 38% 36% 30% 20% 24% 15% 12% 13% Internet incl. Social Media TV Streaming Radio Media libraries Newspaper Gaming Magazines Podcasts Optimists Pessimists MEDIA DISTRACTION FOR PESSIMISTS 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 94% 84% 62% 67% 76% 45% 39% 55% 53% 94% 87% 71% 68% 79% 55% 31% 57% 54% Optimist. Pessimist Source: Survey powered by Havas Media Solutions, waves 8: 12.-14.5.2020, 500 Befragte zwischen 14 und 69 Jahren Regularmediausage (atleast2Xpermonth)
  47. 47. PESSIMISTS BUY LESS CLOTHES Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave PESSIMISTOPTIMIST YOU HAVE INDICATED THAT YOU USED INTERNET MORE FREQUENTLY IN THE LAST WEEK.. WHAT EXACTLY DID YOU DO ONLINE? INCREASED ONLINE-SHOPPING 55% 48% 67% 48% 30% 32% 33% 20% 33% 20% 30% 24% 13% 12%
  48. 48. PESSIMISTS STAY HOME AND SAVE MONEY 21% 24% 29% 41% 56% 66% 27% 37% 37% 62% 34% 56% I will definitely go shopping in the next couple of days I will definitely leave the house more I will treat myself after this long quarantine I'm really happy about the relaxation of measures I'm very sceptical about the relaxation of measures and will continue staying home I will keep saving money Optimists Pessimists Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave WHEN YOU THINK ABOUT THE TIME AFTER CORONA, TO WHAT EXTEND DO YOU AGREE WITH THE FOLLOWING STATEMENTS? Top 3 mentions on a 7 point scale
  49. 49. 14% 10% 15% 12% 13% 14% 4% 4% 7% 3% 5% 5% 10% 10% 74% 65% 70% 64% 79% 69% 80% 83% 81% 84% 88% 83% 90% 87% 12% 25% 15% 24% 9% 17% 16% 13% 12% 13% 7% 13% 1% 3% Optimist Pessimist Optimist Pessimist Optimist Pessimist Optimist Pessimist Optimist Pessimist Optimist Pessimist Optimist Pessimist More As much as before Less LESS MONEY FOR EXPERIENCES Estimation of consumption spending after corona: Cinema / Concerts / Theater Travel Restaurants / Bars Electronics Clothing Gifts Groceries Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave PESSIMISTS VS. OPTIMISTS
  50. 50. PESSIMISTS: AFRAID OF INFECTION 22% 23% 38% 50% 53% 21% 18% 29% 41% 48% I'm alone a lot I'm scared for my existence I'm scared of getting infected My everydy life is impacted by the safety measures I'm worried for my family (parents/grandparents) Optimists Pessimisten Source: Survey powered by Havas Media Solutions, wave 8: 12.-14.05.2020, 500 respondents aged 14 to 69 years per wave TO WHAT EXTEND DO YOU AGREE WITH THE FOLLOWING STATEMENTS? Top 3 mentions on a 7 point scale 21% 30% 26%
  51. 51. Media and corona, what a love story. The increased media use is levelling off and we see long term increase in the meaningfulness of media in younger audiences. The time at home seems to have had a long lasting impact on this target group. After having spent weeks at home, it is not the news that are important, but entertainment. The people want to go out into the world; or at least to the North Sea. The desire is there, if only it wasn‘t for those anxieties and rules, that put a damper on our motivation. Even though more and more people dare to go out, the ruling sentiment is scepticism and frustration with the masks. Even the return of football is not worry-free. Prognoses from a consumer point of view? Initially, lots of modesty: Being together is at the top of the wish list. People will spend less money overall, and mostly focus on local/small businesses. Our conclusion after 8 waves of the Havas Media Corona Monitor: A lot has changed regarding media use, but also regarding consumption demands, attitude, fears and plans. We dare predict however, that a lof of good things stay, be it the increase in meaningfulness of media, the willingness to try new things or the focus on regional and the important things in life. Good things stay… Source: Survey powered by Havas Media Solutions, 8 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.47.5. / 12.-14.5.2020, 500 respondents aged 14 to 69 years per wave
  52. 52. STAY HEALTHY!

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Vol.8: Havas Media Germany's look at consumer behaviors in the time of COVID-19.

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