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COVID-19 // Italy POV Vol.6

Vol.6: 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.6

  1. 1. 1 Sixth Dossier – 24 April 2020 Towards reopening: Concerns, behaviours and expectations
  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 632 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 conducted between 17- 22 April 2020. 32% 48% 20% 18-34 35-54 55+ M 56% F 44% ALLOCATION PER GENDER ALLOCATION PER AGE GROUP North west: 31% North east: 20% Center: 20% South and isles: 29% Havas Data Insight – Proprietary research
  3. 3. 3 The third wave was conducted during the infections decrease 1° WAVE 13-16 MARCH 2° WAVE 27 MARCH 3° WAVE 17-22 APRIL
  4. 4. 4 Concern remains and the measures enforced by the governement are losing consensus 83% 78% 70% 86% 63% 81% Sono d'accordo con le misure adotatte dal governo Sono preoccupato per la situazione Wave 1 Wave 2 Wave 3 Interviewed: 632 % of respondents I agree with the measures enforces by the government I’m worried about the current situation Havas Data Insight – Proprietary research
  5. 5. 5 Italian economic status has become the main concern What are you most concerned about? (% of respondents) 63% 42% 74% 37% 29% 53% 28% 72% 54% 53% 50% 39% 34% 20% L’economia del nostro paese La ripresa finanziaria L’aumento dei contagi Il post emergenza sanitaria: la riapertura di scuole, negozi…. L’aspetto relazionale: i rapporti con le persone, la lontananza da amici/parenti La mancanza di infrastrutture per gestire l’emergenza La diffusione del virus in altri paesi Wave 2 Wave 3 Interviewed: 632 Havas Data Insight – Proprietary research Our Economy The financial recovery The infections increase The “day after” the health emergency: reopening of schools, shops… Relationships with people, the separation from friends/relatives … The lack of infrastructures to face the emergency The spread of the virus outside Italy
  6. 6. 6 0% 6% -3% 1% 1% 0% 4% -4% 2% -1% 5% 1% 0% 2% -1% 0% 4% 3% 0% 0% -1% -2% 3% 0% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% Wave 2 Wave 3 Delta Activities unchanged vs. previous wave Spending time during the quarantine: cooking, fruition of online content and training % of respondents doing a specific activity Interviewed: 632 Havas Data Insight – Proprietary research
  7. 7. 7 -100% -80% -60% -40% -20% 0% 20% 40% 60% Wave 2 Wave 3 Shopping is still focused on food and pharmaceutical products but purchase of books and e-books in one the rise % respondents who increased/decreased purchase of a specific category Interviewed: 632 Havas Data Insight – Proprietary research Purchases unchanged vs. before the quarantine
  8. 8. 8 4% 16% 24% 56% Indecisi No, non voglio rinunciare alla mia privacy No, non credo sia utile per limitare il contagio Si Would you be willing to download on your smarphone an APP that will track your movements and allert you of a risk of contagion? Interviewed: 632 Havas Data Insight – Proprietary research APP to monitor the infection: more than half of the respondents are willing to install it Yes No, I don’t find it useful to contain the infection No, I don’t want to give up my privacy Undecided
  9. 9. 9 According to you, what should companies do right now? 49% 41% 9% 1% Continuare a comunicare ma dando dei messaggi di fiducia Continuare a comunicare, come avrebbero sempre fatto Smettere di comunicare visto il delicato momento Indecisi Expectations towards companies communication: they should keep sending messages of trust Keep communicating with messages of trust Keep communicating in the “usual” way Stop communicating Undecided Interviewed: 632 Havas Data Insight – Proprietary research
  10. 10. 10 Update: TV audience execeeds 38% (out of total individuals) compared to the same period in 2019 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 Millions TV AUDIENCE PER AVERAGE MINUTE 2020 vs 2019 during the week of 12-18 April Havas Media elaboration of Auditel data
  11. 11. 11 The 9 generalist channels are losing almost 5 points of share 19,8% 18,0% 17,9% 17,9% 17,9% 17,5% 16,2% 16,1% 16,9% 16,1% 5,6% 5,5% 5,2% 5,3% 5,5% 4,8% 5,1% 4,9% 5,0% 5,3% 7,0% 6,9% 7,5% 7,4% 7,4% 7,1% 7,5% 7,3% 6,9% 7,0% 16,9% 16,9% 16,8% 16,5% 16,1% 14,9% 14,8% 14,7% 14,4% 14,2% 4,5% 4,8% 4,7% 4,7% 4,7% 5,5% 5,4% 5,2% 5,2% 4,8% 3,8% 4,0% 3,8% 4,0% 4,1% 3,9% 3,7% 3,8% 3,7% 4,1% 3,4% 3,5% 3,8% 3,6% 4,2% 4,0% 4,0% 4,1% 3,8% 3,6% 2,0% 2,2% 2,1% 2,1% 1,8% 1,9% 1,9% 2,0% 1,9% 2,0% 1,3% 1,4% 1,4% 1,5% 1,3% 1,5% 1,5% 1,5% 1,5% 1,7% 64,4% 63,0% 63,0% 63,1% 62,9% 61,0% 60,1% 59,6% 59,3% 58,7% 09/02/2020 - 15/02/2020 16/02/2020 - 22/02/2020 23/02/2020 - 29/02/2020 01/03/2020 - 07/03/2020 08/03/2020 - 14/03/2020 15/03/2020 - 21/03/2020 22/03/2020 - 28/03/2020 29/03/2020 - 04/04/2020 05/04/2020 - 11/04/2020 12/04/2020 - 18/04/2020 AUDIENCE SHARE AMONG THE 9 GENERALIST CHANNELS Havas Media elaboration of Auditel data
  12. 12. 12 The diversification of TV fruition increases 38,6% 36,8% 37,1% 37,0% 37,1% 36,3% 35,9% 35,4% 35,7% 35,4% 31,5% 32,1% 31,7% 31,8% 31,2% 30,8% 30,4% 30,5% 29,9% 29,9% 4,0% 4,0% 4,3% 4,1% 4,6% 4,5% 4,6% 4,6% 4,4% 4,1% 5,1% 5,2% 5,0% 5,4% 4,9% 5,3% 5,5% 5,4% 5,4% 6,0% 2,5% 2,5% 2,6% 2,7% 2,6% 2,8% 2,8% 2,8% 3,3% 2,9% 8,8% 10,1% 9,6% 9,0% 9,0% 8,7% 8,9% 9,1% 9,1% 9,2% 0,3% 0,3% 0,3% 0,3% 0,3% 0,4% 0,5% 0,5% 0,4% 0,5% 90,8% 90,9% 90,6% 90,2% 89,8% 88,8% 88,6% 88,2% 88,3% 88,0% 09/02/2020 - 15/02/2020 16/02/2020 - 22/02/2020 23/02/2020 - 29/02/2020 01/03/2020 - 07/03/2020 08/03/2020 - 14/03/2020 15/03/2020 - 21/03/2020 22/03/2020 - 28/03/2020 29/03/2020 - 04/04/2020 05/04/2020 - 11/04/2020 12/04/2020 - 18/04/2020 AUDIENCE SHARE OF THE MAIN NATIONAL MEDIA OWNERS RAI PUBBLICITA' PUBLITALIA CAIRO DISCOVERY MEDIA PRS SKY MEDIA DIGITALIA Havas Media elaboration of Auditel data
  13. 13. 13 Light TV viewers are still back on TV and current day time «is worth» almost as much as a prime-time pre-Covid +46,2% +33,7% +58,7% +52,2% +50,0% +54,9% +47,5% +48,0% +40,9% +25,1% +58,7% +13,6% +44,0% +45,8% +53,7% +38,6% +33,8% +40,2% +41,1% +40,7% Male Female 4/14 15/19 20/24 25/34 35/44 45/54 55/64 65+ None Elementary school Middle School High School Graduated Low Middle low Middle Middle high High AUDIENCE GROWTH ON SOCIODEMO SEGMENTS Audience in the same period in 2019 Increase during the week 12-18 April 2020 Havas Media elaboration of Auditel data 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% 0 5 10 15 20 25 30 35 07:00 07:35 08:10 08:45 09:20 09:55 10:30 11:05 11:40 12:15 12:50 13:25 14:00 14:35 15:10 15:45 16:20 16:55 17:30 18:05 18:40 19:15 19:50 20:25 21:00 21:35 22:10 22:45 23:20 23:55 00:30 01:05 01:40 PercentageChange Milions HOURLY VIEWERS CURVE – AUDIENCE PER AVERAGE MINUTE Variation % YoY 14/04/2019 - 20/04/2019 12/04/2020 - 18/04/2020
  14. 14. 14 Update: news websites pageviews keep decreasing - 20 40 60 80 100 120 140 160 180 200 Millions PAGEVIEWS ON MAIN NEWS WEBSITES Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI Th pubblication of Audiweb DATA after 13 April is undergoing a delay, therefore there are no updates vs last week Havas Media elaboration of Audiweb data
  15. 15. 15 • The reopening is getting closer, and the concern for the Economy is growing: the uncertainty of the financial recovery scares more than the health situation • The quarantine has strengthen some habits: cooking, online content, researches on the web and training • Food and pharmaceutical products purchase is still growing. Now books and e-books purchase is growing • The development of an APP able to monitor the infection is under evaluation: the majority of the interviewees is willing to download it, only 16% is against • Citizens are still expecting to hear from companies, especially those spreading messages of hope: only 9% believe the moment requires a stop to communication • TV audience is still higher than ever; audience keeps being «qualified» in terms of socio-demographic profile. The viewers curve shows how present TV daytime generates little less audience than pre-Covid «prime time» Takeouts and opportunities

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Vol.6: 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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