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COVID-19 // Italy POV Vol.15

Vol.15: 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.15

  1. 1. 1 Dossier 21 – 26 June 2020 Phase 3: Summer is here
  2. 2. 2 2% 19% 29% 30% 12% 9% 18-24 25-34 35-44 45-54 55-64 65+ Havas Media is conducting a continuative research to monitor Covid effects on everyday Italians’ activities, habits and holidays projects for Summer 2020 CAMPIONE E METODOLOGIA The new research was conducted on 400 cases 18+, a sample that represents Italian citizens The research was conducted between 11-15 June, a month after the beginning of Phase 2 and the end of the lockdown 51% 49% Average age: 45 y/o North West: 21% North East 38% Center: 19% South and isles: 22%
  3. 3. 3 During the lockdown Italians’ lifestyle was turned upside down. New habits will be kept • Now that the lockdown is over, what are your plans for the coming weeks 22% 27% 37% 38% 52% 57% 62% 66% 70% 72% 73% 77% 77% 82% 83% Giochi online tra amici/parenti Più tempo per giochi e videogiochi Sport in casa (pilates, yoga…) Acquisto giornali/riviste Videochiamate ad amici/parenti Bricolage e fai date te per la casa Spesa nei negozi di prossimità Maggior tempo per la cucina Riduzione dei consumi Più film e tv a casa Eliminazione del superfluo Più informazione online Acquisti online Maggiore attenzione alla spesa Più tempo dedicato alla famiglia 50% Spend more time with the family Pay more attention to grocery shopping Online shopping Higher fruition of online news Get rid of unnecessary Watch more movies and TV at home Reduction of consumption More time for cooking Shopping in neighbourhood stores Home DIY Videocalls with friends/relatives Buy newspapers/magazines Fitness at home (Pilates, yoga) More time for videogames and games Play online with friends/relatives Havas Data Insight – Proprietary research
  4. 4. 4 Going to the movies was one of the most missed activities Among leisure and entertainment activities missed the most during the Lockdown, «going to the movies» ranks second 42% 31% 26% 20% 14% Gli eventi sul territorio, sagre, manifestazioni all'aperto Andare al cinema Andare a mostre/musei Andare a teatro Andare a ballare Looking back to the emergency, what were the things you missed the most? Havas Data Insight – Proprietary research Local activities, festivals, outdoor events Go to the movies Go to museums/ exhibitions Go to the theatre Go to disco
  5. 5. 5 Missing going to the movies: there’s a gender balance, while it’s definitely shifted on middle age groups, with a medium/high income 52% (affinity 103) 48% (affinity 97) 152 84 95 0 50 100 150 200 0% 10% 20% 30% 40% 50% 60% 18-34 35-54 55 e piu' Amanti cinema Affinità Gender Age group North West 27% (affinity 128) North East 27% (affinity 73) Center 22% (affinity 113) South & Isles 23% (affinity 108) 0% 5% 10% 15% 20% 25% 30% 35% 40% Non risponde Bassa Medio bassa Media Medio alta Alta 116 107 95 108 97 89 Incomes Looking back to the Lockdown, what were the things you missed the most? «Going to the movies» Source: Havas Media ElaborationMovie lovers Affinity High Upper-middle Average Lower-middle Low No answer
  6. 6. 6 During such a unique summer where concerts and disco nights are on hold, cinema represents a valid alternative • During summer you will go at least once…. 36% 74% 54% 65% 42% 76% 49% 60% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% Stagione 2019 Stagione 2020 Among the activities to be done during summer 2020, compared to summer 2019, «going to movies» increased (+6 pp.), an important result considering that going to the cinema has always been penalised during summer. «Going to the museum» is stable, while «discos» and «music events» are down. Cinema Museums/ Exhibitions Disco Music events +6 pnt% +2 pnt% -5 pnt% -5 pnt% Source: search Italian Coop
  7. 7. 7 There’s a strong desire to go back to life as we know it: going to the hairdresser, going out with friends are among the most popular activities. And with summer comes the talk about holidays • Now that the lockdown is over, what are your plans for the coming weeks 67% 66% 60% 57% 56% 51% 49% 41% 38% 26% 23% Havas Data Insight – Proprietary research
  8. 8. 8 Few have already organised their holidays. Economic issues and health concerns are the main reasons of hesitation • Have you already organised your summer holiday? • Why? 85% Of respondents state not to have organised their summer holidays 29% 25% 24% 19% 19% 13% 11% 8% 5% 10% 15% 20% 25% 30% Non farò le vacanze per questioni economiche Non ho ben chiaro le restrizioni che ci saranno Non mi sento sicuro a viaggiare ora Non so ancora bene che tipologia di vacanza organizzare Non ci ho ancora pensato Non ho ben chiaro come ci si potrà muovere fuori regione Solitamente non faccio vacanze durante il periodo estivo Non farò vacanze perché non ho ferie How come you haven’t organised anything yet? Economic reasons Uncertainty linked to Covid 19 Still deciding Havas Data Insight – Proprietary research
  9. 9. 9 As always, holidays will be organised during July and August. Nearly half of Italians will go to southern Italy and the isles • Now that the lockdown is over, what are your plans for the coming weeks 89% will stay in Italy for summer vacations North East 20%North West 15% Center 20% South and Isles 45% July August 39% 53% Holidays during July and August Havas Data Insight – Proprietary research
  10. 10. 10 Relax and family will be at the core, preferably in hotel (all inclusive, breakfast included or overnight) or in houses for rent, if you do not own a beach house • What type of holiday will it be? • What kind of accommodation? 45% 26% 11% 8% 5% Vacanza in famiglia Vacanza stanziale in completo relax Vacanza all'insegna del risparmio Vacanza itinerante alla scoperta di nuovi luoghi Vacanza all'insegna dello sport 32% 26% 19% 15% 8% 6% 5% 3% Casa in affitto Casa di proprietà Hotel con formula all inclusive Hotel con pernottamento e prima colazione Campeggio Hotel solo pernottamento Barca a vela Crociera What kind of holiday will it be? Where will you go? 39% Havas Data Insight – Proprietary research Family holidays 100% relax holidays Saving holidays Holidays on the road to discover new places Fitness holidaysHolidays on the road to discover new places House for rent Own home Hotel, all inclusive formula Hotel, With breakfast included Camping Hotel room only Sailing boat Cruise
  11. 11. 11 Italy back on track: 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 • Milan and Rome still limping along, about 50% of mobility vs before February. Naples and Palermo, instead, are back to normality. Turin has reached 75% vs pre-lockdown levels • Grandi Stazioni Retail analysis on movements observed at major Italian railway stations shows a stable increase mainly thanks to workdays footfall
  12. 12. 12 75 75 52 53 65 50 82 97 88 88 0 10 20 30 40 50 60 70 80 90 100 - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 Torino Piazza San Carlo Torino Stazione Milano Piazza Duomo Milano Stazione Centrale Roma Colosseo Roma Termini Napoli Stazione Napoli Vittorio Emanuele Palermo Cattedrale di Palermo Palermo Stazione Last week vs pre-lockdown average Media 2020 pre-lockdown Settimana 15-21 Giugno Idx ultima settimana vs. media pre-lockdown (=100) Visits in Southern Italian cities are getting closer to pre-lockdown AdCity – Average Net daily Data, Sundays excluded
  13. 13. 13 - 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 18-24 mag 25-31 mag 1-7 giu 8-14 giu 15-21 giu NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione Turin: average daily net contacts PHASE 1 PHASE 2 +7.8% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  14. 14. 14 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 18-24 mag 25-31 mag 1-7 giu 8-14 giu 15-21 giu NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale PHASE 1 PHASE 2 +6.4% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  15. 15. 15 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 18-24 mag 25-31 mag 1-7 giu 8-14 giu 15-21 giu NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini PHASE 1 PHASE 2 +7.6% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  16. 16. 16 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 18-24 mag 25-31 mag 1-7 giu 8-14 giu 15-21 giu NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele PHASE 1 PHASE 2 +7.9% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  17. 17. 17 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 18-24 mag 25-31 mag 1-7 giu 8-14 giu 15-21 giu NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione PHASE 1 PHASE 2 +2.6% vs. previous week AdCity – Average Net daily Data, Sundays excluded
  18. 18. 18 DATA of week 15-21/6 highlight a stable increase in visitors by 8,2% vs previous week The increase is up to +120,4% compared to lockdown period Footfall in Grandi Stazioni: audience keeps increasing NTW Analysis_Net people per single week. Time period 23/3-21/6 2020 Source: Grandi Stazioni Retail
  19. 19. 19 NTW Analysis_Net people per single day. Time period 23/3-21/6 2020 Increase mainly during workdays Net Workday: +9,9% 447.152 (13° week) vs 409.943 (12° week) Net Sundays: +3,0% 342.220 (13° week) vs 332.182 (12° week) Source: Grandi Stazioni Retail
  20. 20. 20 0,0 5,0 10,0 15,0 20,0 25,0 9-feb 11-feb 13-feb 15-feb 17-feb 19-feb 21-feb 23-feb 25-feb 27-feb 29-feb 2-mar 4-mar 6-mar 8-mar 10-mar 12-mar 14-mar 16-mar 18-mar 20-mar 22-mar 24-mar 26-mar 28-mar 30-mar 1-apr 3-apr 5-apr 7-apr 9-apr 11-apr 13-apr 15-apr 17-apr 19-apr 21-apr 23-apr 25-apr 27-apr 29-apr 1-mag 3-mag 5-mag 7-mag 9-mag 11-mag 13-mag 15-mag 17-mag 19-mag 21-mag 23-mag 25-mag 27-mag 29-mag 31-mag 2-giu 4-giu 6-giu 8-giu 10-giu 12-giu 14-giu 16-giu 18-giu 20-giu 22-giu Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019 Update: week 14-20 June shows an increase (+14%) compared to the same period in 2019 2020 vs 2019 Week 14-20 June 24,0% 20,5% 15,1% 15,7% 13,8% 13,2% 11,1% 12,2% 13,3% 13,6% 12,8% 11,4% KIDS 4-7 KIDS 8- 14 18-34 D 25-54 25-54 15-64 RA 25-54 CSE3.0 MA+A RA Individui + Ospiti 15+ U 25-54 Source: Havas Media elaboration of Auditel Data
  21. 21. 21 Takeout and opportunities • Italy is back on track. Italians are slowly going back to normality but with new habits • During a summer where the vast majority of activities will suffer from restrictions and social distancing, going to the movies becomes an interesting alternative • Summer vacations are getting closer, but few have already organised them: economic issues and uncertainty link to Covid 19 and restrictions still worry citizens • Mobility keeps growing, but at a different pace from North, Centre and South of Italy: in Rome and Milan smart working and temperatures have a negative impact, South is back to pre-Covid levels • TV audience: positive trend with a double-digit growth also during this week with no sign of summer negatively influence on trends

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Vol.15: 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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