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COVID-19 // Italy POV Vol.10

Vol.10: 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.10

  1. 1. 1 Tenth dossier – 22 May 2020 Open for Business – Italy back on track
  2. 2. 2 This week DATA will be coming from the study conducted by Havas Commerce Osservatoire and from researches on changes of shopping published online. Havas Media is conducting a qualitative ad-hoc research on Italians’ sentiment. Phase 2 results will be shared next week A perspective of the first week of total reopening
  3. 3. 3 Grocery shopping during the quarantine was not easy 77% Was worried about the risk of being infected while shopping 79% Was not at easy while shopping in supermarkets and big closed places 76% Was afraid of contracted the infection touching goods and trolleys Source: Osservatoire Havas Commerce, research conducted in April on 1.002 cases, a sample that represents Italian citizens
  4. 4. 4 Now that shops are open for business, Italians pretend more attention to hygiene 44% Would like shops to have a higher standard of hygiene and services that could help reduce crowd Source: shopfully research, sample of 12000 consumers. Published: https://www.wired.it/economia/consumi/2020/05/19/spesa-negozi- consumatori/?utm_source=wired&utm_medium=NL&utm_campaign=default
  5. 5. 5 …but also more transparency and optimisations because the family economic situation worries one out of two Italians Source: Osservatoire Havas Commerce, research conducted in April on 1.002 cases, a sample that represents Italian citizens Source: shopfully research, sample of 12000 consumers. Published : https://www.wired.it/economia/consumi/2020/05/19/spesa-negozi- consumatori/?utm_source=wired&utm_medium=NL&utm_campaign=default 60% Would like to know in advance if the product is available and when it will be restocked 64% Used the smartphone to gather more info on products available in store and prepare a precise shopping list 46% Think that the economic situation will be worst than before
  6. 6. 6 Italy towards reopening: AdCity and Grandi Stazioni analysis • Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • During second week of ‘Phase 2’ we’ve observed a further increase in movements: +5% in Rome and +1% in Palermo • Grandi Stazioni Retail analysis on movements observed at major Italian railway stations confirms the trend, with +3,4% compared to the previous week
  7. 7. 7 - 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag 4-10 mag 11-17 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione Turin: average daily net contacts PHASE 1 +34% vs. phase 1 PHASE 2 +4% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  8. 8. 8 Milan: average daily net contacts - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag 4-10 mag 11-17 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale PHASE 1 PHASE 2 +48% vs. phase 1 +5% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  9. 9. 9 Rome: average daily net contacts - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag 4-10 mag 11-17 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini PHASE 1 PHASE 2 +33% vs. phase 1 +6% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  10. 10. 10 Naples: average daily net contacts - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag 4-10 mag 11-17 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele PHASE 1 PHASE 2 +34% vs. phase 1 +4% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  11. 11. 11 Palermo: average daily net contacts - 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag 4-10 mag 11-17 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione PHASE 1 PHASE 2 +30% vs. phase 1 +1% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  12. 12. 12 After a considerable increase during the first week of Phase 2 (+25% vs previous days), influx has stabilised during second weeks, increased by +3,4% vs previous week Increase in visitors by +3,4% during second week of Phase 2 in major railway station NTW Analysis_Net people per single week. Time period 23/3-17/5 2020 Source: Grandi Stazioni Retail
  13. 13. 13 NTW Analysis_Net people per single day. Time period 23/3-17/5 2020 People going to work have determined an higher growth during weekdays Fase 2 Source: Grandi Stazioni Retail
  14. 14. 14 0,0 5,0 10,0 15,0 20,0 25,0 10-feb 12-feb 14-feb 16-feb 18-feb 20-feb 22-feb 24-feb 26-feb 28-feb 1-mar 3-mar 5-mar 7-mar 9-mar 11-mar 13-mar 15-mar 17-mar 19-mar 21-mar 23-mar 25-mar 27-mar 29-mar 31-mar 2-apr 4-apr 6-apr 8-apr 10-apr 12-apr 14-apr 16-apr 18-apr 20-apr 22-apr 24-apr 26-apr 28-apr 30-apr 2-mag 4-mag 6-mag 8-mag 10-mag 12-mag 14-mag 16-mag 18-mag 20-mag Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019 Update: TV audience exceeds 16% (out of total individuals) compared to the same period in 2019 2020 vs 2019 during the week 10-17 May 48,8% 38,9% 21,8% 18,1% 18,4% 18,0% 17,9% 18,1% 16,3% 15,9% 14,4% KIDS 8-14 KIDS 4-7 18-34 M 25-54 15-64 25-54 W 25-54 CSE3.0 MA+A RA 25-54 Person + guest 15+ Source: Havas Media on Auditel Data
  15. 15. 15 Takeout and opportunities • Italians are still vigilant during the reopening phase: quarantine has stabilised a new «normality» that we are still afraid of • Store and supermarket managers are expected to ensure safety and hygiene • Devices can help to plan and optimise grocery shopping also in terms of budget (for 1 out of 2 will decrease) • AdCity and Grandi Stazioni analysis show Italian reaction during “Phase 2”: people in cities increased and also movements in major stations

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Vol.10: 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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