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COVID-19 // Italy POV Vol.3

Vol.3: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens.
The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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COVID-19 // Italy POV Vol.3

  1. 1. 1 Fourth Dossier– 3 April 2020 Coronavirus impact: Italians behaviour during the quarantine
  2. 2. 2 Havas Media is conducting a continuative research to monitor the evolutions of tendencies during the quarantine SAMPLE AND METHODOLOGY Havas Media has conducted a quantitative ad-hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the Coronavirus Emergency. The research was launched 27 March M 46%F 54% ALLOCATION PER GENDER 36% 48% 16% 18-34 35-54 55+ ALLOCATION PER AGE GROUP Havas Data Insight – Proprietary research
  3. 3. 3 The second wave was conducted after the first two weeks of quarantine 1° WAVE 13-16 MARCH 2° WAVE 27 MARCH
  4. 4. 4 The fear of being infected led the majority to sustain the decree #iorestoacasa. But, there is a growing concern about a possible economic crisis that might follow 74% 63% 53% 42% 37% 29% 28% L’aumento dei contagi L’economia del nostro paese La mancanza di infrastrutture per gestire l’emergenza La ripresa finanziaria Il post emergenza sanitaria: la riapertura di scuole, negozi…. L’aspetto relazionale: i rapporti con le persone, la lontananza da amici/parenti La diffusione del virus in altri paesi 70% of second wave respondents (27 March) agrees with the restrictions enforced by the Government (vs. 83% of the first wave 13-16 March) What worries you the most? Infections increased Italian Economy Lack of infrastructure to manage the emergency Financial recovery The “day after”: re-opening of schools, shops Social life, the distance from friends/relatives Virus spread in other countries Havas Data Insight – Proprietary research
  5. 5. 5 Spending time during the quarantine: surf the Internet, watch TV, cook and listen to the Radio 54,1% 58,5% 66,4% 69,4% 71,1% 72,8% 74,2% 74,6% 74,9% 78,0% 78,9% 81,4% 85,6% 86,1% 88,0% 88,1% 90,5% 92,6% 92,6% 94,5% 94,5% 94,9% 96,6% 97,3% 97,5% 97,6% Listen to podcast Attend online classes Buy videos and movies for TV streaming Play board games Comment on websites, blogs, forum, influencers Listen to the online Radio Watch stories (FB and IG) Watch live streaming on FB and IG Plan important purchases (car, motorcycle, TV…) Play videogames Watch sports events Gather info on next vacations (destinations, flights) Training indoor Listen to online music Plan clothing/accessories purchase Watch movies/TV series on demand (platforms like Netflix,… Read books Listen to the Radio Use social networks Watch online videos Cook Watch National/Open TV Do online researched on products/goods/services Surf from smartphones Listen to music Surf from desktops and laptops 27 March survey 13 March survey % of respondents increasing the time dedicated to a specific activity • The time you spend on the following activities since the beginning of the emergency is ...? Havas Data Insight – Proprietary research
  6. 6. 6 More time spent cooking, watching videos and using social networks. Important purchases have been postponed -44% -37% -35% -33% 7% 11% 11% 18% 19% 20% 21% 23% 32% 34% 34% 35% 38% 41% 44% 55% 56% 57% 57% 58% Gather info on next vacations (destinations, flights) Plan clothing/accessories purchase Watch sports events Plan important purchase (car, motorcycle, TV…) Listen to the Radio Listen to the online Radio Listen to podcast Buy videos and movies for TV streaming Comment on websites, blogs, forum, influencers Play board games Attend online classes Training indoor Watch stories (FB and IG) Listen to online music Play videogames Watch live streaming on FB and IG Listen to music Read books Do online researches on pruducts/goods/services Watch online video Watch National/Open TV Watch movies/TV series on demand (platforms like Netflix, Prime Video, Rai… Use social networks Cook 13 March survey 27 March survey Net variation of respondents increasing vs. decreasing the time dedicated to a specific activity since the beginning of the quarantine • The time you spend on the following activities since the beginning of the emergency is ...? Havas Data Insight – Proprietary research
  7. 7. 7 Shopping is still focused on food and pharmaceutical products +40,7% +10,8% -7,1% -27,3% -40,8% -40,9% -43,9% -46,5% -50,3% -52,8% -53,0% -55,4% -58,8% -59,3% -64,4% -71,8% -73,7% -76,4% -79,9% Food products Drugs/parapharmaceuticals Books/e-books Newspapers, magazines Consoles and videogames Wines and spirits Games/toys/board games Customized insurance/financial services packages Mobiles and smartphones Small appliances (phon...) Cosmetics and perfumery Electronics products (TV, PC...) Accessories and services for cars/motorcycles Home furniture/accessories Jewelry, bijoux, watches Shoes, bags and accessories Clothing Vacation packages, train tickets, plane... Cinema, Theatre, Concerts, Events 13 March survey 27 March survey Net variation among respondents who increased vs. decreased purchase of a specific category since the beginning of the emergency The negative result on Newspapers and magazines reflect the survey features, conducted on an online panel. Overall, sales of newspapers/magazines at stands are increasing, also thanks to the fact that stands are among the few shops still open. • Since the beginning of the emergency, the products you purchase have increase, decreased or stayed the same? Havas Data Insight – Proprietary research
  8. 8. 8 Shopping online: the recent experience and the partial shut down of delivery services had a bad impact on online purchases -58,4% -51,1% -48,2% -47,3% -46,0% -41,6% -41,5% -38,0% -32,0% -24,4% -16,3% -11,6% -7,6% +9,5% +39,0% Cinema, Theatre, Concerts, Events Vacation packages, train tickets, plane... Shoes, bags and accessories Jewelry, bijoux, watches Clothing Home furniture/accessories Small appliances (phon...) Mobiles and smartphones Electronics products (TV, PC...) Cosmetics and perfumery Newspapers, magazines Consoles and videogames Wines and spirits Books/e-books Basic food products (pasta, bread...) 27 March survey% 13 March survey Net variation of respondents who report an increase vs. decrease in the likelihood of buying category goods/services online in the coming weeks • Online shopping of the following categories will increase, decrease or stay the same in the next weeks? Havas Data Insight – Proprietary research
  9. 9. 9 Each media finds a positioning that responds to citizens’ different needs INFO ON NEWS AND CURRENT AFFAIRS DISTRACTION ENTERTAINMENT INFO ON PRODUCTS/SERVICES I HAVE AN INTEREST IN DEEPEN PASSIONS AND HOBBIES TRUSTED NEWS TRUSTED MEDIA TV RADIO WEB SOCIAL NETWORK NEWSPAPERS MAGAZINES Concentration index per media on 7 Items • What is the role of the following media during the quarantine? Havas Data Insight – Proprietary research
  10. 10. 10 Time spent listening to music and the radio is increasing Has the time spent on these activities decreased or increased in recent weeks? 50% 44% 32% 24% 19% 36% 33% 38% 36% 28% 12% 10% 24% 13% 8% 3% 14% 6% 27% 46% Listen to music Listen to online music Listen to the Radio Listen to the online Radio Listen to podcasts Increased Unchanged Decreased I don't do these activities + 38 p.p + 34 p.p + 8 p.p + 11 p.p + 11 p.p • Has the time spent on these activities decreased or increased in recent weeks? NET VARIATION (LISTENING SHARE INCREASED VS DECREASED) Havas Data Insight – Proprietary research
  11. 11. 11 Music, radio and podcasts are becoming more relevant in everyday life Has the time spent on these activities decreased or increased in recent weeks? 27% 21% 7% 7% 5% 38% 34% 8% 11% 11% Listen to music Listen to online music Listen to the Radio Listen to the online Radio Listen to podcasts 13 March Survey 27 March survey • Has the time spent on these activities decreased or increased in recent weeks? Havas Data Insight – Proprietary research
  12. 12. 12 The Radio audience: increasing during the morning until lunch time, and decreasing during the afternoon ‘drive time’ • During which time of the day do you prefer listening to the online Radio/Radio? 33% 18% 15% 7% 2% 1% 13% 11% 14% 9% 4% 3% Prima mattina (6- 12) Tarda mattina (12-14) Pomeriggio (16-18) Fasce preserali (18-20) Sera (20- 22) Notte (dopo le 22) Radio Radio online 20% 31% I do not have a preference - 50 100 150 200 250 300 Early morning (6- 12) Late morning (12-14) Afternoon (16-18) Before dinner (18- 20) Evening (20-22) Night (dopo le 22) TER research Data 2019 Havas Media research Data 27 March 2020 CONCENTRATION INDEX PER HOUR During which time of the day do you prefer listening to the online Radio/Radio? Early Morning (6-12) Late Morning (12-14) Afternoon (16-18) Before Dinner (18-20) Night (after 22) Evening (20-22) Havas Data Insight – Proprietary research
  13. 13. 13 The Radio is an all day companion through leisure time, work time and training 29% 15% 20% 13% 3% 6% 12% 26% 14% 6% Mentre faccio Colazione/pranzo/cena Mentre lavoro Mentre navigo su internet Mentre mi alleno La sera prima di addormentarmi Radio Radio online 20% 36% I do not have a preference During which time of the day do you prefer listening to the online Radio/Radio? • During which time of the day do you prefer listening to the online Radio/Radio? During breakfast/lunch/dinner While Working While surfing the Internet During training Before going to sleep Havas Data Insight – Proprietary research
  14. 14. 14 Expectations towards companies: acts of responsibility to employees and society, but also messages of trust and hope 87% 73% 71% 66% 58% Protect their employes Provide an actual support by converting part of the production for charity Spread a message of trust/hope Discounts/special offers Donate part of their incomes to hospitals/healthcare facilities/Civil protection etc WHAT SHOULD COMPANIES DO RIGHT NOW • Considering Italian companies, what do you think they should do? Havas Data Insight – Proprietary research
  15. 15. 15 Update: TV audience reaches +40%, with 68% of men bewteen 25- 54 y.o 15,0 13,5 12,812,612,612,813,1 14,4 13,2 12,712,712,612,7 13,5 15,1 14,314,114,113,913,7 14,4 15,7 14,3 14,0 13,6 14,314,5 15,2 16,7 15,816,1 16,4 16,9 17,3 18,3 18,8 17,217,217,017,317,3 18,1 19,7 18,218,118,418,5 18,8 17,7 18,4 17,617,617,517,2 12,0 13,0 14,0 15,0 16,0 17,0 18,0 19,0 20,0 21,0 Milioni TV AUDIENCE PER AVERAGE MINUTE WEEK 22-28 MARCH VS. 9-15 FEBRUARY + 39.9% AMR + 6.3 pp REACH (= 80.6%) + 28.9% TIME SPENT(= 7h 26’) Havas Media elaboration of Auditel data
  16. 16. 16 TV audience: Tv2000, all-news channels and channels dedicated to movies/TV Series are the one increasing the most 260.679(+148%) 255.628(+86%) 240.048(+74%) 237.554(+46%) 234.065(+60%) 225.552(+259%) 224.013(+29%) 189.181(+52%) 181.566(+48%) 167.054(+71%) 163.358(+19%) 158.622(+37%) 152.809(+52%) 148.009(+313%) 138.727(+26%) 130.576(+45%) 117.128(+25%) 114.899(+40%) 114.800(+174%) 109.973(+9%) 108.277(+19%) 100.031(+38%) 94.379(+4%) 87.914(+41%) 85.936(+57%) 81.256(+64%) 80.195(+14%) 79.718(+103%) 75.271(+23%) 70.537(+48%) 67.976(+56%) 63.824(+73%) 61.376(-26%) 48.150(+73%) 40.846(+52%) 40.531(+34%) 38.794(+74%) 38.175(+160%) 37.383(+102%) 30.740(+172%) 26.095(+149%) 24.707(+96%) 24.271(+229%) 21.860(+294%) 19.973(+24%) 19.733(+51%) 18.567(+51%) 17.766(+10%) 15.070(-28%) AMR Settimana base (9-15 February) AMR Upflit (Week 18-24 March) Havas Media elaboration of Auditel data
  17. 17. 17 Update: News websites pageviews are decreasing compared to last week - 20 40 60 80 100 120 140 160 180 200 SAT 15-2 SUN 16-2 MON 17-2 TUE 18-2 WED 19-2 THU 20-2 FRI 21-2 SAT 22-2 SUN 23-2 MON 24-2 TUE 25-2 WED 26-2 THU 27-2 FRI 28-2 SAT 29-2 SUN 1-3 MON 2-3 TUE 3-3 WED 4-3 THU 5-3 FRI 6-3 SAT 7-3 SUN 8-3 MON 9-3 TUE 10-3 WED 11-3 THU 12-3 FRI 13-3 SAT 14-3 SUN 15-3 MON 16-3 TUE 17-3 WED 18-3 THU 19-3 FRI 20-3 SAT 21-3 SUN 22-3 MON 23-3 TUE 24-3 WED 25-3 THU 26-3 FRI 27-3 SAT 28-3 SUN 29-3 MON 30-3 TUE 31-3 Milioni PAGEVIEWS ON MAIN NEWS WEBSITES Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI PageViews: 25-31 Mar vs 18-24 Mar TOT. AUDIWEB WEBSITES -3% NEWS WEBSITES -10% OTHER WEBSITES +5% Havas Media elaboration of Audiweb data
  18. 18. 18 Takeouts and opportunities • Consolidation of «quarantine» habits: TV, video, radio and music fill Italians' days • Each media responds to different needs: TV to stay updated on current events, Web to deepen passions and gather info on products and services, press as the most authoritative source of news, the radio to entertain and keep inform, social networks to overcome boredom • Radio is mainly listened to during mornings and early afternoons • TV audience keeps growing , +40% ; pageviews on websites is slowing down • Initial propension on shopping online is decreasing, also due to slowed down delivery services • Growing expectations towards companies: in terms of employees' protection and social commitment

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Vol.3: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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