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Covid–19
Media Behaviours Report
17 Sept 2020
Wave 11
We are currently living in truly unprecedented times, in
which the lives of people, companies and communities
are being to...
• The research was commissioned by Havas Media Group, to
understand the impact of COVID-19 across a range of behaviours
am...
• With changes in government guidance coming into force this week, there is a significant drop in people saying they feel
...
CONSUMERMINDSET
_5
With the Government announcing more changes to guidelines, those feeling well
informed has fallen signi...
LIFESTYLE
_6
Numbers working from home ‘more often’ continue to rise at the expense of those working
from home ‘all the ti...
LIFESTYLE
Working from home continues to evolve
_7
Based on the latest IPSOS study it’s the
young people who struggle with...
LIFESTYLE
_8
International travel continues to be most avoided, especially for 65+. Even though the Eat Out
to Help Out sc...
E.COMMERCE
With masks becoming an integral part of our reality (at least for the time being),
brands are experimenting …
_...
Media behaviour
changes
CHANNELCHANGES
_11
Media consumption still remains higher than it was before COVID-19, with
video streaming, social media ...
CHANNELCHANGES
_12
4 weeks on from the last wave, consumption of video streaming & VOD has
increased a little, while time ...
CHANNELCHANGES
_13
Older audiences (55+) are consuming more media across the board this wave,
while 25-44s show notable de...
SOCIALMEDIA
Facebook & WhatsApp continue to show the biggest increase in usage vs.
pre-COVID, however both decline this wa...
AUDIOPLATFORMS
Usage of Spotify, Amazon Music & BBC Radio have increased the most since before
COVID-19, with Spotify and ...
NEWSBRANDS
At a total level, newspaper readership has remained fairly stable this wave. The
Daily Mail has seen a minor up...
TVCHANNELS
TV consumption remains elevated vs. before COVID, particularly so for BBC News.
Despite this, Channel 5 is the ...
VOD&STREAMING
Amazon Prime Video, YouTube and Netflix continue to show the biggest increase
in usage vs. before COVID, see...
Role of media
and content
NEWSSOURCES
Preferred sources of COVID news have remained fairly stable this wave, although
there has been a notable shift...
TRUSTWORTHYSOURCES
Which of the following do you trust for factually correct information about COVID-19?
The BBC remains t...
COMMUNICATION
Communication methods for 25-34s have all dropped since wave 10, as younger age
groups are more comfortable ...
CONTENTAREAS
Consumption of news content is up for 18-24s, potentially as they’re paying more attention
now the virus is s...
NEEDSTATES
There has been a decline in media needs for 25-44s, possibly as more of this age group
return back to work; old...
Broader consumer
behaviour
ACTIVITIES
Consistent with the decline in interest in home & garden content, DIY and
cleaning are also in decline across m...
SELFIMPROVEMENT
Thinking about how you are spending your time currently, compared to the
time before COVID-19, which best ...
LEISURESPENDING
18-24s have decreased spend in all categories this wave, particularly takeaways
and films / digital subscr...
BIGTICKETPURCHASEINTENTIONS
Now, we’d like you to think about bigger purchases or decisions. Which currently best applies ...
PURCHASEINTNTESIONS
Brands are experimenting with new business models, payment methods and
additional perks to encourage p...
SHOPPING
Overall, online shopping has seen a slight increase from the previous wave, driven
by older audiences. While in-s...
BRICKS&MORTARSHOPPING
Food and drink remains the dominant category for in-store shopping, however it
sees a decrease in sp...
E.COMMERCE
Overall, online spend is up from the previous wave, with leisure goods, health &
beauty and electrical products...
E.COMMERCE
The recent shift to e-commerce does not necessarily mean closure of physical
locations, although they will have...
35
In summary
Media consumption and needs have dropped most
notably among 25-44s this wave. With children back
at school a...
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COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 1 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 2 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 3 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 4 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 5 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 6 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 7 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 8 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 9 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 10 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 11 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 12 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 13 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 14 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 15 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 16 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 17 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 18 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 19 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 20 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 21 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 22 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 23 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 24 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 25 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 26 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 27 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 28 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 29 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 30 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 31 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 32 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 33 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 34 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 35 COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV Slide 36
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COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV

UK media consumption has continued to rise in the last two weeks, with huge gains across live TV, video, social media, and video streaming, according to the latest Havas Media Group COVID-19 Media Behaviours Report.

The sixth iteration of Havas Media Group’s COVID-19 Media Behaviours Report, a research study into consumer behavior and media consumption based on a survey of 1,487 UK respondents, shows that 64% of people claim to be watching more live TV than they did prior to the coronavirus outbreak (a net increase of 15% versus the first set of findings two weeks ago).

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COVID-19 // Media Behaviours Report Vol.11 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 17 Sept 2020 Wave 11
  2. 2. We are currently living in truly unprecedented times, in which the lives of people, companies and communities are being totally disrupted. The dramatic change in our daily lives is having a huge impact on our behaviours and media consumption. As old routines are abandoned, new patterns are emerging. How and why are people accessing media? What are the big shifts in time spent? How has the role media plays changed? This report examines the key shifts in behaviour since the emergence of Covid-19. Introduction
  3. 3. • The research was commissioned by Havas Media Group, to understand the impact of COVID-19 across a range of behaviours among UK citizens, with a focus on media consumption. We ran the research to track the impact of the developing situation over time. The research was run on a fortnightly basis for the first 8 waves, switching to a 4 week frequency from wave 9 onwards • This presentation covers key findings and implications from the eleventh wave of results. Fieldwork was carried out over a 48 hour period from 13-15 Sept. The sample size is 1,370 respondents, nationally representative with quotas set on age, gender and region. The following results are cut by age group; however we are able to analyse the results by gender, region and sector of employment should that be of interest. • In addition to the research, we have undertaken an industry and market analysis alongside further desk research to give greater context and depth to the research results. • If you have any questions about the contents of this report please email: mediastrategyandinsight@havasmg.com CONTEXT A bit about this report Wave 9: 20-21 July Wave 10: 16-18 Aug Wave 11: 13-15 Sept _3 Fieldwork dates Wave 1: 17-18 March Wave 2: 30-31 March Wave 3: 13-14 April Wave 4: 27-28 April Wave 5: 11-12 May Wave 6: 25-26 May Wave 7: 08-09 June Wave 8: 22-23 June 2-weekly: 4-weekly:
  4. 4. • With changes in government guidance coming into force this week, there is a significant drop in people saying they feel well informed. Amid UK COVID-19 cases rising, feelings of anxiety and confusion have also increased marginally. • Working patterns continue to return to more of a pre-COVID pattern, with a further increase in the number of people working as they were pre-COVID and a rise in those working from home ‘more often’. This comes at the expense of those working from home ‘all of the time’ or not working at all – both of which continue to decline. • This wave shows a significant increase in those who haven’t changed their personal /social behaviour at all; however with new social gathering limits being introduced, many will have to change their behaviour to accommodate this rule. • With multiple new countries being added to the quarantine list, international travel continues to be avoided this wave, especially by over 65s. Even though the Eat Out to Help Out scheme proved a great success, with UK cases on the up, numbers avoiding restaurants & shops has increased slightly. • 4 weeks on from the last wave, consumption of video streaming & VOD has increased a little, while time spent visiting social media sites & watching live TV has dropped. PC / console gaming & podcasts see the biggest rises overall. • Older audiences (55+) are consuming more media across the board this wave, while 25-44s show notable declines. With children back in school & more returning to the office, their consumption habits have been impacted the most. • Consistent with the consumption trend, there has been a decline in media needs for 25-44s, while older age groups are going back to media to serve their needs, following a decline at Wave 10. • TV drops further as the preferred source of COVID news this wave. Meanwhile there is a shift towards news websites and social media, particularly among younger audiences. • People remain cautious of large purchases and more so than the previous wave for almost all categories. • Overall, online shopping has seen a slight increase in spend from the previous wave, driven by older audiences, with leisure goods, health & beauty and electrical products seeing the biggest rises. • In-store spending remains largely flat at a total level, with 18-24s and 45-54s spending more than last wave. However, the staple food & drink category sees a drop in spend this wave. EXECUTIVESUMMARY Executive summary
  5. 5. CONSUMERMINDSET _5 With the Government announcing more changes to guidelines, those feeling well informed has fallen significantly this wave. 18-24s feel the least well informed, whilst over 65s continue to be the most well informed. Feelings of anxiety and confusion continue to see small increases and are most prevalent for 18-44s Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 11 only 39% 28% 21% 22% 19% 10% 8% 6% 4% 41% 37% 12% 21% 17% 18% 10% 9% 2% 39% 40% 11% 18% 15% 17% 9% 10% 2% 35% 38% 11% 17% 13% 15% 10% 10% 3% 34% 33% 24% 17% 13% 16% 8% 10% 3% 32% 35% 18% 19% 13% 15% 8% 9% 4% 33% 36% 17% 18% 14% 14% 8% 9% 4% 30% 36% 16% 17% 12% 12% 9% 10% 4% 31% 34% 20% 15% 13% 12% 10% 8% 3% 33% 34% 20% 16% 15% 12% 9% 9% 3% 35% 30% 22% 17% 16% 13% 8% 6% 4% Anxious Well informed Confused Overwhelmed Unsafe Isolated / lonely Reassured More connected to my community Other Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Significantly higher/lower than previous wave What impact has news coverage of COVID-19 had on your mental wellbeing? 18-24 25-34 35-44 45-54 55-64 65+ I feel anxious 42% 39% 43% 30% 35% 21% I feel well informed 20% 19% 25% 33% 33% 50% I feel confused 26% 26% 22% 21% 21% 16% I feel overwhelmed 29% 25% 18% 17% 8% 7% I feel unsafe 20% 16% 19% 17% 15% 10% I feel isolated / lonely 22% 13% 13% 14% 11% 6% I feel reassured 6% 11% 7% 9% 8% 6% I feel more connected to my community 6% 8% 5% 6% 7% 6% Other 5% 2% 1% 4% 6% 6%
  6. 6. LIFESTYLE _6 Numbers working from home ‘more often’ continue to rise at the expense of those working from home ‘all the time’. This wave also shows an increase in those who haven’t changed their personal /social behaviour at all; however with social gathering limits coming into force this week, it is likely many will change their behaviour to accommodate this rule Change in working situation – TOTAL Change in working situation, wave 11 – BY AGE Change in personal / social situation – TOTAL Change in personal / social situation, wave 11 – BY AGE 48% 14% 18% 10% 8% 3% 30% 25% 15% 8% 21% 2% 32% 22% 15% 9% 23% 2% 34% 23% 12% 9% 21% 1% 34% 22% 13% 8% 21% 2% 35% 22% 14% 9% 20% 2% 36% 21% 14% 10% 19% 2% 40% 19% 16% 9% 15% 2% 41% 20% 17% 11% 12% 2% 46% 18% 15% 11% 10% 2% 48% 17% 19% 10% 8% 3% There's been no change to my working pattern at all I am working from home all the time I am working from home more often I’m working reduced hours I’ve had to stop working altogether I’m working shifted hours (e.g. to accommodate childcare) Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 53% 23% 19% 15% 60% 2% 38% 22% 65% 2% 32% 20% 66% 4% 28% 17% 67% 3% 26% 15% 69% 7% 22% 13% 73% 6% 21% 12% 69% 10% 18% 12% 72% 10% 16% 11% 71% 9% 15% 14% 73% 14% 14% 9% I’m taking part in social distancing and seeing less people I've not changed my behaviour at all I’ve chosen to self-isolate I’ve been advised / forced to self-isolate Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 In light of the recent COVID-19 outbreak, at this point in time, which of the following apply to you? Significantly higher/lower than previous wave 18-24 25-34 35-44 45-54 55-64 65+ I’m taking part in social distancing and seeing less people 72% 71% 73% 74% 77% 70% I've not changed my behaviour at all 10% 15% 14% 16% 14% 16% I’ve chosen to self-isolate 20% 15% 11% 10% 10% 18% I’ve been advised / forced to self-isolate 11% 11% 8% 7% 7% 9% 18-24 25-34 35-44 45-54 55-64 65+ There's been no change to my working pattern at all 37% 35% 33% 47% 58% 78% I am working from home more often 25% 30% 27% 16% 13% 3% I am working from home all the time 15% 21% 23% 20% 17% 7% I’m working reduced hours 16% 9% 14% 10% 9% 5% I’ve had to stop working altogether 15% 6% 9% 9% 6% 5% I’m working shifted hours (e.g. to accommodate childcare) 6% 4% 5% 1% 2% 0%
  7. 7. LIFESTYLE Working from home continues to evolve _7 Based on the latest IPSOS study it’s the young people who struggle with working from home the most. While almost 60% of Britons don’t find working from home challenging, 18-34 years olds are the most likely to find it difficult. Lack of suitable work space, missing co-workers and technology are the most common causes of struggles with working from home. For all who work from home yet miss the office vibe, worry no more - Panasonic have launched DIY cubicle! The company conducted of survey of 1000 people currently working from home, and found that about half of them are working out of their living rooms. With that situation in mind, Panasonic created a design that fits into the average living room without taking over the space. The Zoom domination continues! Thanks to Zoom’s partnership with Google, Amazon and Facebook, soon people will be able to have their conference calls on their smart displays. It is part of the “Zoom for Home” initiative which launched last month with an announcement of the launch of Zoom branded hardware.
  8. 8. LIFESTYLE _8 International travel continues to be most avoided, especially for 65+. Even though the Eat Out to Help Out scheme proved a great success, those avoiding restaurants has increased slightly this wave, as have shops in general and sport events; with 55+ most likely to do so Significantly higher/lower than previous waveWhat types places / events are you planning on avoiding in the coming weeks? Places / events planning to avoid in the coming weeks – TOTAL Places / events planning to avoid in the coming weeks, wave 11 – BY AGE 60% 53% 62% 59% 64% 55% 32% 36% 76% 73% 80% 78% 82% 78% 60% 57% 76% 74% 78% 77% 81% 76% 57% 60% 74% 71% 75% 73% 78% 69% 50% 49% 73% 72% 76% 74% 77% 66% 49% 46% 74% 72% 76% 74% 74% 64% 43% 41% 72% 71% 74% 71% 72% 59% 42% 39% 68% 63% 70% 67% 66% 55% 34% 38% 66% 62% 66% 62% 54% 48% 33% 31% 71% 63% 66% 62% 46% 45% 32% 27% 72% 66% 66% 59% 49% 45% 31% 30% International travel Sports events Cinemas Public transport Restaurants, pubs & bars Shopping centres The workplace Shops in general Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 18-24 25-34 35-44 45-54 55-64 65+ International travel 57% 60% 67% 74% 80% 89% Sports events 55% 58% 61% 69% 75% 76% Cinemas 56% 53% 62% 69% 72% 84% Public transport 42% 50% 58% 63% 68% 74% Restaurants, pubs & bars 34% 44% 45% 54% 59% 56% Shopping centres 27% 40% 46% 47% 52% 54% The workplace 21% 24% 27% 31% 32% 49% Shops in general 22% 28% 28% 35% 30% 31%
  9. 9. E.COMMERCE With masks becoming an integral part of our reality (at least for the time being), brands are experimenting … _9 Masks have become the latest status symbol with Burberry being the first luxury brand to launch a range of designer face masks costing £90 (with 20% of the selling price donated to Burberry Foundation COVID-19 Community Fund). The high- end face masks will be made from excess fabric “enhanced with antimicrobial technology”, clad in the brands signature check. If you don’t feel that wearing a mask is enough to keep you safe, LG has a solution for you (well, one of the solutions)! The South Korean company has made an air purifier for your face. The PuriCare Wearable Air Purifier has a pair of three-speed fans and a pair of HEPA- style filters similar to what’s found in LG’s household air purifiers. Burger King Belgium have turned masks into a media opportunity. Consumers who place their orders in advance on Facebook or Instagram via Burger King's "Safe Order" service receive a custom-printed version of their order written on a face mask so that when they show up to pick up their order, no words need to be spoken.
  10. 10. Media behaviour changes
  11. 11. CHANNELCHANGES _11 Media consumption still remains higher than it was before COVID-19, with video streaming, social media and video on demand benefitting the most Change in media channel usage, Wave 11 28% 24% 23% 16% 13% 12% 11% 9% 9% 6% 5% 2% 2% 29% 26% 33% 30% 19% 20% 20% 18% 22% 15% 14% 6% 4% 24% 35% 33% 40% 31% 27% 42% 27% 38% 24% 40% 25% 8% 2% 3% 2% 6% 4% 5% 8% 3% 7% 4% 5% 12% 7% 1% 3% 1% 2% 3% 4% 7% 3% 7% 3% 7% 23% 58% 16% 9% 8% 5% 31% 31% 12% 39% 19% 47% 28% 32% 22% Video streaming (e.g. Netflix, Amazon Prime) Visiting Social Media websites Watching video on demand (e.g. iPlayer, Now TV, YouTube) Watching live TV (on TV set or other device) Music streaming (e.g. Spotify, Deezer) Mobile gaming (e.g. Candy Crush, Clash of Clans) Listening to the Radio PC & Console gaming. Reading Newspapers (either physical copy or online) Listening to podcasts Reading Magazines (either physical copy or online) Posters on street or on public transport Visiting the Cinema Never did this Doing a lot less of Doing a bit less of Doing about the same amount Doing a bit more of Doing a lot more of How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? NET doing more of (w11 VS. w10) 2% -1% 1% -2% 0% 1% -1% 3% 1% 3% 0% 1% 0% NET doing less of (w11 VS. w10) -1% 1% -1% -2% 1% 2% -1% 0% 2% 2% 0% 1% 2%
  12. 12. CHANNELCHANGES _12 4 weeks on from the last wave, consumption of video streaming & VOD has increased a little, while time spent visiting social media sites & watching live TV has dropped. PC / console gaming & podcasts see the biggest rises overall Change in media channel usage, Wave 11 Change Wave 11 vs. Wave 10 NET DOING MORE OF NET DOING LESS OF Video streaming (e.g. Netflix, Amazon Prime) 57% 3% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 56% 3% Visiting Social Media websites 50% 6% Watching live TV (on TV set or other device) 47% 8% Mobile gaming (e.g. Candy Crush, Clash of Clans) 32% 9% Music streaming (e.g. Spotify, Deezer) 31% 7% Listening to the Radio 31% 15% Reading Newspapers (either physical copy or online) 30% 14% PC & Console gaming. 28% 7% Listening to podcasts 21% 8% Reading Magazines (either physical copy or online) 20% 12% Posters on street or on public transport 8% 35% Visiting the Cinema 6% 65% How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? TOTAL CHANGE IN DOING MORE OF TOTAL CHANGE IN DOING LESS OF 2% -1% 1% -1% -1% 1% -2% -2% 1% 2% 0% 1% -1% -1% 1% 2% 3% 0% 3% 2% 0% 0% 1% 1% 0% 2%
  13. 13. CHANNELCHANGES _13 Older audiences (55+) are consuming more media across the board this wave, while 25-44s show notable declines. With children back in school & more returning to the office, their consumption habits have been impacted the most Change in media channel usage wave 11, by age Change in use of media (Net doing more Wave 11 vs. Wave 10) How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? NET DOING MORE OF: 18-24 25-34 35-44 45-54 55-64 65+ Video streaming (e.g. Netflix, Amazon Prime) 73% 69% 67% 59% 48% 27% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 72% 64% 63% 56% 47% 35% Visiting Social Media websites 71% 62% 57% 49% 42% 23% Music streaming (e.g. Spotify, Deezer) 57% 41% 36% 33% 18% 7% PC & Console gaming. 51% 43% 33% 23% 12% 8% Watching live TV (on TV set or other device) 50% 46% 48% 48% 48% 40% Mobile gaming (e.g. Candy Crush, Clash of Clans) 49% 45% 39% 33% 21% 9% Listening to podcasts 31% 33% 25% 18% 14% 5% Listening to the Radio 27% 32% 36% 34% 31% 23% Reading Newspapers (either physical copy or online) 23% 34% 38% 28% 33% 23% Reading Magazines (either physical copy or online) 22% 22% 27% 18% 19% 11% Posters on street or on public transport 13% 13% 10% 7% 5% 1% Visiting the Cinema 8% 10% 7% 4% 3% 2% Total 18-24 25-34 35-44 45-54 55-64 65+ 2% -1% -9% -2% -1% 5% 3% 1% -2% -7% -3% -3% 3% 6% -1% -1% -12% -6% -5% 5% -2% 0% 1% -12% -8% 6% 0% 2% 3% 0% 3% 0% 4% -1% 1% -2% -4% -10% -6% -3% 4% 2% 1% -1% -8% -5% 3% 2% 3% 3% -1% 6% -5% 3% 3% 2% -1% -1% -6% -3% 0% 0% 2% 1% -8% 0% 4% -4% 6% 1% 0% -6% -6% 4% 0% 4% 0% 1% 2% -3% 1% 1% 3% 0% 0% -8% -1% -3% 1% 2% 2%
  14. 14. SOCIALMEDIA Facebook & WhatsApp continue to show the biggest increase in usage vs. pre-COVID, however both decline this wave, particularly with 25-34s. Twitter & Snapchat show the biggest increases wave on wave, driven by 18-44s _14 Change in use of Social Media Platforms, Wave 11 Change in use of Social Media Platforms (Net using more Wave 11 Vs. Wave 10) 20% 19% 14% 9% 9% 7% 5% 3% 23% 25% 14% 13% 8% 9% 8% 5% 32% 27% 22% 26% 10% 15% 20% 11% 4% 3% 4% 5% 4% 4% 6% 2% 4% 2% 3% 3% 1% 3% 5% 2% 17% 24% 43% 45% 69% 63% 57% 77% Facebook WhatsApp Instagram Twitter TikTok Snapchat LinkedIn Twitch Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more How would you describe your use of the following social media platforms, compared to the time before COVID-19? Total 18-24 25-34 35-44 45-54 55-64 65+ Twitter 4% 5% 1% 6% 4% 1% -1% Snapchat 2% 5% 3% 3% -2% -1% 1% Twitch 1% -8% 2% 3% 0% 0% -1% LinkedIn 0% -1% -3% -1% 4% 1% -2% TikTok 0% -3% -3% -1% -1% 0% 0% Instagram 0% -1% -11% -2% 3% -3% 0% Facebook -2% -2% -6% -3% -12% 4% -2% WhatsApp -3% -5% -9% -3% -5% -2% -2%
  15. 15. AUDIOPLATFORMS Usage of Spotify, Amazon Music & BBC Radio have increased the most since before COVID-19, with Spotify and Apple Music seeing a small increase this wave. 25-34s again show some quite notable declines in listening across the board this wave _15 Change in use of Audio Channels, Wave 11 Change in use of Audio Channels (Net using more Wave 11 Vs. Wave 10) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 11% 6% 5% 5% 3% 3% 3% 3% 14% 10% 14% 10% 6% 5% 8% 7% 22% 20% 30% 27% 13% 11% 22% 19% 3% 3% 6% 6% 3% 3% 5% 4% 4% 3% 5% 4% 3% 2% 4% 4% 46% 59% 41% 49% 72% 76% 58% 63% Spotify Amazon Music BBC Sounds / BBC Radio Heart Radio Apple Music LBC Capital Radio Absolute Radio Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more Total 18-24 25-34 35-44 45-54 55-64 65+ Spotify 1% -1% -3% -1% 0% 3% -1% Apple Music 1% 2% 0% -2% 1% 1% 0% LBC 0% -1% -4% -3% 2% 3% 0% Absolute Radio 0% -1% -7% -2% 2% 1% 1% Heart Radio -1% -2% -5% -1% 0% -3% 0% Capital Radio -1% 0% -8% -2% -1% -1% 2% BBC Sounds / BBC Radio -1% -4% -4% 3% -2% -1% -1% Amazon Music -1% -3% -9% -3% 0% 0% 5%
  16. 16. NEWSBRANDS At a total level, newspaper readership has remained fairly stable this wave. The Daily Mail has seen a minor uplift (driven by 35-64s), as well as The Telegraph (driven by 18-34s) and The Guardian (driven by 18-24s) _16 Change in use of newspaper brands, Wave 11 Change in use of newspaper brands (Net using more Wave 11 Vs. Wave 10) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? 5% 4% 3% 2% 2% 2% 2% 2% 9% 11% 8% 7% 5% 7% 7% 4% 19% 26% 20% 19% 17% 18% 18% 15% 5% 5% 5% 5% 7% 5% 5% 4% 4% 5% 5% 4% 13% 5% 5% 3% 58% 49% 59% 63% 55% 63% 63% 72% The Guardian The Daily Mail The Sun The Mirror Metro The Telegraph The Times Huffington Post Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more Total 18-24 25-34 35-44 45-54 55-64 65+ The Daily Mail 1% -6% -1% 4% 4% 2% -1% The Telegraph 1% 3% 4% -2% -1% 0% -1% The Guardian 1% 6% -4% 1% -2% 3% 1% Huffington Post 0% 0% 0% -1% 1% -1% 2% Metro 0% 3% 1% -2% 0% -1% 0% The Sun 0% -1% 0% -2% 0% 0% 0% The Mirror 0% -4% -3% 4% -2% 2% -1% The Times -1% -1% 0% -2% -2% -1% 0%
  17. 17. TVCHANNELS TV consumption remains elevated vs. before COVID, particularly so for BBC News. Despite this, Channel 5 is the only channel to see a minor uplift at a total level this wave, driven by over 35s. Over 65s are generally watching more TV this wave, particularly BBC, while 35-44s are watching less, notably so for Sky How would you describe your use of the following TV channels, compared to the time before COVID-19? 17% 9% 8% 7% 6% 6% 4% 31% 19% 16% 18% 22% 15% 15% 32% 52% 28% 55% 48% 32% 53% 5% 5% 5% 6% 5% 4% 7% 5% 5% 4% 5% 5% 5% 5% 10% 11% 39% 10% 14% 39% 15% BBC News ITV Sky News Channel 4 BBC (other channels) Sky (other channels) Channel 5 Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more Change in use of TV Wave 11 Change in use of TV Channels (Net using more Wave 11 vs. Wave 10) Total 18-24 25-34 35-44 45-54 55-64 65+ Channel 5 1% 0% -2% 1% 2% 1% 3% Channel 4 0% -2% -4% -4% 5% -3% 2% ITV 0% -6% -3% 2% 0% 0% -1% BBC News -1% 4% -8% -3% -7% 5% 4% Sky News -1% -7% 0% -6% 1% 0% 0% Sky (other) -2% -1% 0% -12% -1% -3% 3% BBC (other) -2% -3% -4% -6% -5% -3% 6%
  18. 18. VOD&STREAMING Amazon Prime Video, YouTube and Netflix continue to show the biggest increase in usage vs. before COVID, seeing further growth this wave. The rise in Amazon Prime Video and Netflix usage is being driven by both 18-24s and 45+, while all ages over 25 are consuming more YouTube this wave How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? 25% 19% 13% 11% 6% 5% 3% 2% 22% 22% 17% 24% 14% 12% 8% 5% 18% 37% 20% 36% 38% 40% 32% 11% 2% 4% 3% 5% 5% 5% 5% 2% 2% 3% 3% 5% 4% 4% 3% 2% 31% 15% 44% 19% 32% 34% 48% 78% Netflix YouTube Amazon Prime Video BBC iPlayer ITV Hub All 4 My5 Apple + Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more Change in use of video on demand & streaming platforms, Wave 10 Change in use of video on demand & streaming platforms (Net using more Wave 11 Vs. Wave 10) Total 18-24 25-34 35-44 45-54 55-64 65+ Amazon Prime Video 4% 4% 0% -2% 5% 7% 3% YouTube 4% 0% 1% 2% 6% 1% 5% Netflix 3% 3% -6% -7% 4% 2% 5% All 4 1% -2% -2% 1% 5% -3% 0% My5 0% 0% 1% -3% 2% -4% 0% Apple + 0% -4% 0% -2% 0% 0% -1% ITV Hub -1% 3% -6% 2% -3% -3% -1% BBC iPlayer -2% 3% -8% -6% -4% 0% 1%
  19. 19. Role of media and content
  20. 20. NEWSSOURCES Preferred sources of COVID news have remained fairly stable this wave, although there has been a notable shift from TV to social media platforms and news websites among younger audiences, particularly 25-34s Primary / preferred source of news re: COVID-19 Significantly higher/lower than previous wave What is your primary / preferred source of news re: COVID-19? 0% 10% 20% 30% 40% 50% 60% 70% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Primary / preferred source of news re: COVID-19 Wave 11 Primary / preferred source of news re: COVID-19 Net gains Wave 11 vs. Wave 10 Total 18-24 25-34 35-44 45-54 55-64 65+ TV 45% 30% 29% 42% 47% 56% 67% News websites 26% 25% 31% 31% 31% 25% 12% Social media platforms 10% 26% 18% 8% 7% 4% 1% Radio 5% 3% 5% 4% 6% 6% 7% Newspapers 5% 2% 4% 4% 3% 7% 11% Friends & Family 4% 6% 6% 6% 2% 2% 2% Podcasts 2% 2% 4% 3% 1% 0% 0% Magazines 2% 4% 3% 2% 1% 0% 0% Total 18-24 25-34 35-44 45-54 55-64 65+ Social media platforms 2% 4% 7% -2% 0% -2% 0% News websites 2% 4% 4% 0% 0% 3% -4% Magazines 1% 2% 2% 1% 1% 0% 0% Friends & Family 1% -2% 0% 2% 0% 1% 1% Radio 0% 1% 2% -2% 3% -2% 0% Podcasts 0% -2% 1% 0% 0% -1% -1% Newspapers 0% -3% 0% 0% 0% 1% 2% TV -5% -5% -14% 0% -4% 1% 2%
  21. 21. TRUSTWORTHYSOURCES Which of the following do you trust for factually correct information about COVID-19? The BBC remains the most trustworthy source of COVID information, although this has dropped slightly this wave as we see a minor shift towards The Guardian and Twitter, particularly driven by 35-54s Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19 Wave 11 Trustworthy sources of information re: COVID-19 Net gains Wave 11 vs. Wave 10 0% 10% 20% 30% 40% 50% 60% 70% 80% BBC SKY News The Guardian Daily Mail Friends & Family Other Facebook Twitter Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Significantly higher/lower than previous wave Total 18-24 25-34 35-44 45-54 55-64 65+ The BBC 60% 50% 49% 57% 60% 68% 76% SKY News 27% 26% 30% 32% 29% 26% 20% The Guardian 16% 17% 17% 17% 16% 15% 11% Daily Mail 12% 10% 13% 11% 9% 14% 16% Friends & Family 11% 13% 11% 12% 12% 10% 10% Other 8% 6% 6% 8% 11% 7% 9% Facebook 7% 13% 14% 7% 6% 2% 1% Twitter 6% 13% 7% 10% 5% 2% 2% Total 18-24 25-34 35-44 45-54 55-64 65+ The Guardian 2% 2% -5% 4% 3% 0% 3% Twitter 1% -2% 1% 4% 2% -2% 0% Daily Mail 0% -2% 1% 0% -4% 8% 1% SKY News 0% 2% 0% -6% 4% -5% 2% Friends & Family 0% -2% -3% 1% 1% 1% -1% Facebook -1% -3% 2% -5% 2% -4% 0% Other -1% 3% -1% 2% 0% -1% -6% The BBC -3% -1% -8% -3% -5% 1% 5%
  22. 22. COMMUNICATION Communication methods for 25-34s have all dropped since wave 10, as younger age groups are more comfortable meeting up with friends & family so less reliant on technology for socialising; whereas older age groups are not as comfortable going out yet In terms of how you are keeping in touch with your friends and family, are you doing any more or less of the following, compared to the time before COVID-19? 24% 18% 18% 13% 29% 30% 26% 31% 33% 26% 38% 45% 3% 4% 3% 5% 2% 3% 3% 3%9% 19% 12% 3% Messaging (e.g. WhatsApp, Facebook Messenger) Video Calls (e.g. Facetime, Skype) Social Media platforms (e.g. Facebook, Instagram) Talking on the phone Never did this A lot less A bit less About the same A bit more A lot more Change in communication since COVID-19 Wave 11 Change in communication since COVID-19 (Net using more Wave 11 vs. Wave 10) Total 18-24 25-34 35-44 45-54 55-64 65+ Social Media platforms 0% -2% -6% -5% -6% 7% 2% Messaging -1% 5% -10% -1% -3% 0% -2% Video Calls -1% -3% -4% -2% -2% -1% -2% Talking on the phone -3% 0% -15% 2% -5% -2% 2%
  23. 23. CONTENTAREAS Consumption of news content is up for 18-24s, potentially as they’re paying more attention now the virus is spreading amongst young people. Interest in travel is back down as the 2 week quarantine limits travellers from certain countries and school holidays are over In terms of areas of interest, how would you describe your consumption of the following types of content, compared to the time before COVID-19? (this could be reading about, watching, or listening to this type of content) Change in consumption of areas of interest Wave 11 Change in consumption of areas of interest (Net consuming more Wave 11 vs. Wave 10) 20% 12% 12% 10% 8% 6% 4% 3% 36% 26% 21% 23% 16% 12% 15% 7% 31% 49% 47% 41% 29% 33% 52% 27% 4% 5% 7% 6% 5% 10% 6% 15% 4% 2% 6% 3% 3% 9% 4% 33% 5% 6% 8% 17% 38% 29% 19% 15% Never had any interest in this A lot less A bit less About the same A bit more A lot more Total 18-24 25-34 35-44 45-54 55-64 65+ Food 3% 6% -4% 3% 2% 0% 2% Entertainment 2% 1% -5% 0% 5% -4% 1% Science & Technology 2% 4% -2% 3% -3% 4% 1% Gaming 1% -7% 0% 0% 6% -4% -1% News 1% 9% -3% -3% -5% 4% 8% Sport 1% 1% -2% 0% 2% 1% -1% Travel -1% -2% 0% -8% 0% -1% 0% Home & Garden -1% -2% -4% -2% -8% 3% 1%
  24. 24. NEEDSTATES There has been a decline in media needs for 25-44s, possibly as more of this age group return back to work; older age groups are going back to media to serve their needs, following a decline at Wave 10, with tighter restrictions coming into force this week Thinking about the different roles that media can fulfil in your life, have any of the following needs become more or less important to you, compared to the time before COVID-19? Change in media needs Wave 11 Change in media needs (Net more important Wave 11 vs. Wave 10) 28% 23% 18% 18% 17% 13% 12% 12% 36% 31% 32% 31% 28% 26% 28% 27% 31% 42% 41% 44% 48% 47% 50% 54% 4% 3% 4% 4% 3% 7% 5% 4% 2% 2% 5% 3% 4% 7% 4% 3% A lot less important A bit less important About the same A bit more important A lot more important Total 18-24 25-34 35-44 45-54 55-64 65+ Escapism 4% 13% -5% 0% 1% 6% 4% Unwind 4% 7% 3% -3% 3% 4% 2% Inspiration 3% 6% 3% -8% -1% 3% 6% Distraction 3% 4% -6% -5% 2% 4% 7% For practical advice 2% 0% -2% 0% 2% 0% 5% Connection 1% -4% -3% 0% 5% 4% -3% Information 1% 8% -4% -7% -2% 11% 3% Comfort 1% 4% -4% -8% 4% 0% 1%
  25. 25. Broader consumer behaviour
  26. 26. ACTIVITIES Consistent with the decline in interest in home & garden content, DIY and cleaning are also in decline across most age groups. Participation in most activities for 55-64s continue to decline for another wave In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19? Change in activities Wave 11 Change in activities since COVID-19 (Net doing more Wave 11 vs. Wave 10) 18% 17% 16% 12% 10% 10% 9% 9% 31% 30% 28% 26% 23% 20% 25% 22% 43% 44% 47% 38% 38% 31% 42% 38% 3% 6% 6% 8% 6% 5% 7% 12% 2% 1% 2% 4% 4% 3% 4% 8% 4% 2% 1% 11% 19% 31% 13% 11% Cooking Cleaning Relaxing Reading books Doing puzzles, board games or crafts Playing computer / video games DIY Fitness Never did this A lot less A bit less About the same A bit more A lot more Total 18-24 25-34 35-44 45-54 55-64 65+ Playing computer / video games 2% 5% 0% -1% 2% 0% -2% Reading books 2% 6% 8% -6% 0% -1% 4% Fitness 0% -3% 0% -7% 5% -5% 3% Doing puzzles, board games or crafts 0% 4% -4% -9% 5% 0% -1% Cooking 0% 7% -9% -4% 3% -6% 1% Relaxing -2% 5% 1% -10% -4% -5% -2% DIY -2% 0% -1% -10% -6% -2% 1% Cleaning -2% -2% -6% -4% -9% -8% 7%
  27. 27. SELFIMPROVEMENT Thinking about how you are spending your time currently, compared to the time before COVID-19, which best applies to you for each of the following? Learning a new hobby has increased for almost all ages, with people feeling invigorated after the summer holidays; whilst fitness has dropped with the winter fast approaching New hobbies / activities undertaken Wave 11 Change in New hobbies / activities (Net already started / definitely intend to more Wave 11 vs. Wave 10) 20% 13% 12% 11% 8% 7% 6% 5% 19% 14% 11% 10% 9% 7% 10% 7% 33% 31% 30% 30% 26% 20% 23% 18% 14% 22% 22% 25% 22% 24% 18% 22% 9% 16% 22% 23% 33% 39% 37% 44% 5% 4% 2% 3% 2% 2% 5% 3% Read more Learn a new hobby e.g. gardening, cooking, knitting Take up a new form of fitness Learn a new skill (e.g. arts, crafts, musical instrument) Take a short educational course Learn a new language Take part in training through my existing workplace Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA I was doing this before COVID- 19 I definitely won’t do this I probably won’t do this I might do this I definitely intend to do this I’ve already started doing this Total 18-24 25-34 35-44 45-54 55-64 65+ Learn a new hobby e.g. gardening, cooking, knitting 3% 4% 5% 6% 3% -6% 3% Learn a new skill (e.g. arts, crafts, musical instrument) 2% 1% 2% 4% 0% -2% 1% Read more 2% 0% 2% -4% 1% 1% 9% Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA 2% 4% 2% 5% -4% 2% 1% Take part in training through my existing workplace 2% 1% 0% 1% 2% 1% 1% Learn a new language 1% 1% 4% -1% -1% 1% -1% Take a short educational course 1% 1% 2% -2% -3% 1% 1% Take up a new form of fitness 0% -6% -3% -8% 5% -5% 4%
  28. 28. LEISURESPENDING 18-24s have decreased spend in all categories this wave, particularly takeaways and films / digital subscriptions. 25-34s see an increase in spend on online fitness classes – but overall spending remains very similar to the previous wave Again, thinking about your spending habits, which of the following apply to you in terms of how your habits may have changed, compared to the time before COVID-19? Change in leisure spending Wave 11 7% 7% 3% 3% 3% 3% 2% 2% 18% 15% 14% 10% 10% 7% 6% 6% 30% 47% 33% 26% 27% 15% 11% 18% 13% 3% 5% 5% 5% 4% 3% 6% 15% 3% 5% 4% 5% 3% 3% 9% 16% 24% 40% 52% 50% 67% 74% 59% Takeaway / food for delivery Entertainment subscription services e.g. Netflix Digital purchases of films e.g. Sky store, Amazon Prime Education / self- improvement / learning new skills Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass Virtual / online gym / fitness classes Online dating apps / websites Gym / fitness club memberships Never spend on this Spending a lot less on this Spending a bit less on this Spending about the same as before Spending a bit more on this Spending a lot more on this Change in leisure spending (Net spending more Wave 11 vs. Wave 10) Total 18-24 25-34 35-44 45-54 55-64 65+ Virtual / online gym / fitness classes 2% -2% 8% 0% 2% -1% -1% Online dating apps / websites 1% -1% 2% 1% 2% -1% 1% Education / self-improvement / learning new skills 0% -2% -1% -3% 1% 1% 0% Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass 0% -3% 1% -10% 5% 1% 1% Gym / fitness club memberships 0% 1% -1% -1% -1% 0% 0% Takeaway / food for delivery 0% -8% -1% -1% -1% 1% 0% Entertainment subscription services e.g. Netflix -1% -7% 1% -8% 0% -2% 1% Digital purchases of films e.g. Sky store, Amazon Prime -1% -9% 2% -6% 3% -4% -1%
  29. 29. BIGTICKETPURCHASEINTENTIONS Now, we’d like you to think about bigger purchases or decisions. Which currently best applies to you in terms of how your intentions may have changed, compared to the time before COVID-19? People remain cautious of large purchases and more so than the previous wave for almost all categories. This wave, 25-34s are more likely to delay investing in further education and the over 65s show the biggest increase in delaying booking a holiday Change in big purchase intentions Wave 11 Change in big purchase intentions (Net Definitely / Probably will delay Wave 11 vs. Wave 10) 37% 12% 9% 8% 8% 5% 5% 5% 18% 17% 22% 18% 11% 14% 13% 15% 10% 12% 25% 18% 11% 12% 20% 20% 6% 7% 15% 11% 6% 7% 18% 16% 28% 52% 29% 44% 65% 61% 44% 44% Booking a holiday Buying a car Making home improvements Buying a new mobile phone handset Buying or selling a property (house or flat) Investing in Further Education (Undergraduate degree, Master, other formal qualification) Taking out a new insurance policy / switching provider Switching utility providers (gas/ electric, internet, mobile phone etc.) Definitely will delay doing this Might delay doing this Probably won’t delay doing this Definitely won’t delay doing this Had no intention of doing this Total 18-24 25-34 35-44 45-54 55-64 65+ Investing in Further Education (Undergraduate degree, Master, other formal qualification) 4% 2% 9% 3% 3% -2% 1% Taking out a new insurance policy / switching provider 2% 2% 2% 6% -1% 0% 1% Booking a holiday 2% 2% 1% 0% 2% 1% 8% Making home improvements 2% -3% 2% 6% 3% 0% 0% Buying a car 2% 6% -4% 0% 5% -2% 3% Switching utility providers (gas/ electric, internet, mobile phone etc.) 1% 6% 1% 0% 0% -2% 2% Buying a new mobile phone handset 1% -4% -1% 4% 0% 0% 1% Buying or selling a property (house or flat) 0% -5% -11% 4% 3% -1% 1%
  30. 30. PURCHASEINTNTESIONS Brands are experimenting with new business models, payment methods and additional perks to encourage people to spend money _30 Pret a Manger announced they are launching a YourPret Barista service which will allow customers to buy up to five drinks each day for a month on a £20 monthly subscription. This is yet another major shift in Pret a Manger’s business model following a partnership with Deliveroo announced back in July. Buy now, pay later solutions continue to gain traction with Klarna – one of the biggest players in the space - reporting operating income jumping 36% between January and June this year. This was driven by 35,000 new retailers signing up to its platform, the equivalent of around 200 per day, alongside 14 million new consumers signing up to its service. Additionally last week PayPal launched their own BNPL scheme which should further popularise it among customers. Virgin Atlantic joins Emirates Airlines in offering free COVID-19 cover. Customers flying between 24 August 2020 and 31 March 2021 will be covered for coronavirus medical expenses up to £50,000, repatriation costs, and costs if passengers are denied boarding or have to quarantine. The policy covers all passengers over the whole trip and has zero excess.
  31. 31. SHOPPING Overall, online shopping has seen a slight increase from the previous wave, driven by older audiences. While in-store spend remains relatively flat (with just a 1% point decrease at a total level), 18-24s are spending more in-store than before Thinking about your shopping habits now… Overall, are you spending any more or less on shopping via the following methods, compared to the time before COVID-19? Change in shopping habits Wave 11 Change in shopping habits (Net spending more Wave 11 vs. Wave 10) 18% 4% 35% 12% 35% 30% 7% 22% 4% 30% 3% 1% Online shopping In-store shopping Never did this Spending a lot less Spending a bit less No change Spending a bit more Spending a lot more Total 18-24 25-34 35-44 45-54 55-64 65+ Online shopping 2% 1% -1% -5% 3% 6% 4% In-store shopping -1% 7% -6% -5% 1% -4% -2%
  32. 32. BRICKS&MORTARSHOPPING Food and drink remains the dominant category for in-store shopping, however it sees a decrease in spend for all age groups compared to the previous wave. This is likely to have been driven by people returning to restaurants and bars And now, thinking about these specific categories, which of the following apply to you in terms of how your IN-STORE shopping habits may have changed, compared to the time before COVID-19? Change in in-store shopping habits Wave 11 Change in in-store shopping habits (Net spending more Wave 11 vs. Wave 10) 6% 3% 3% 3% 3% 3% 2% 2% 23% 8% 10% 9% 8% 7% 10% 10% 44% 49% 45% 50% 44% 36% 38% 51% 13% 12% 12% 10% 11% 8% 17% 14% 13% 21% 19% 20% 17% 10% 30% 17% 2% 7% 12% 9% 18% 35% 3% 6% Food and drink Homewares and furniture Leisure Goods (Books, board games and stationery) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Leisure Goods (DVDs, film, TV series, music) Computer / video games Clothing, accessories and footwear (incl. Sportswear) Health and beauty Never buy in-store in this category Spending a lot less in-store Spending a bit less in-store No change Spending a bit more in-store Spending a lot more in-store Total 18-24 25-34 35-44 45-54 55-64 65+ Leisure Goods (DVDs, film, TV series, music) 2% 3% 1% -1% 6% 0% 0% Health and beauty 2% 1% 2% 1% 4% 1% -1% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 2% 2% -3% 0% 6% 2% 0% Leisure Goods (Books, board games and stationery) 1% -3% 1% 1% 2% -1% 0% Clothing, accessories and footwear (incl. Sportswear) 1% 0% 2% -5% 4% 0% -1% Computer / video games 0% -2% 0% -1% 5% -2% -1% Homewares and furniture 0% 0% -3% 1% 1% -3% -1% Food and drink -3% -7% -7% -4% -5% -1% -3%
  33. 33. E.COMMERCE Overall, online spend is up from the previous wave, with leisure goods, health & beauty and electrical products seeing the largest increases. 35-44s are the most conservative age group, having dropped their online spend this wave And again, thinking about these specific categories, which of the following apply to you in terms of how your ONLINE shopping habits may have changed, compared to the time before COVID-19? Change in online shopping habits Wave 11 Change in online shopping habits (Net spending more Wave 11 vs. Wave 10) 15% 8% 6% 6% 5% 5% 5% 5% 19% 24% 20% 15% 18% 17% 18% 14% 40% 42% 47% 53% 49% 54% 48% 39% 5% 9% 6% 7% 7% 7% 7% 6% 4% 10% 6% 8% 7% 10% 8% 5% 17% 7% 14% 11% 14% 7% 14% 31% Food and drink Clothing, accessories and footwear (incl. Sportswear) Health and beauty Homewares and furniture Leisure Goods (DVDs, film, TV series, music) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Leisure Goods (books, board games and stationery) Computer / Video Games Never buy online in this category Spending a lot less online Spending a bit less online No change Spending a bit more online Spending a lot more online Total 18-24 25-34 35-44 45-54 55-64 65+ Leisure Goods (DVDs, film, TV series, music) 5% 8% 7% -5% 7% 5% 5% Health and beauty 4% 8% 1% -3% 3% 4% 6% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 4% 1% 0% 4% 4% 2% 7% Computer / Video Games 3% 4% 6% -2% 3% 0% 2% Clothing, accessories and footwear (incl. Sportswear) 3% 3% 0% -7% 5% 3% 5% Homewares and furniture 2% 5% 2% -1% 0% -2% 3% Leisure Goods (books, board games and stationery) 2% 2% 4% -5% 5% 3% -3% Food and drink 1% -4% 1% -9% 6% 5% 4%
  34. 34. E.COMMERCE The recent shift to e-commerce does not necessarily mean closure of physical locations, although they will have to evolve to meet new needs _34 Amazon has opened its first permanent online-only Whole Foods store (so called dark store) located in Brooklyn, New York. While from outside it looks just like any other Whole Food store - it has shelves of products laid out like a typical supermarket – no customers are allowed inside. Dark stores have become an increasingly popular method for supermarkets to expand their online capacity without exposing staff and customers to potential infection during the pandemic. UK homeware brand Dowsing and Reynolds turned its store into a showroom to complement online shopping experience and at the same time reduce the number of staff to ensure proper social distancing. Customers can make an appointment and request the products that they want to see, or drop in. Burger King US is working on a new ‘as touchless as possible’ design for its future restaurants that are focused on modern tech and the car. Some of the proposed innovations include conveyor belts delivering food to customers, parking bays with solar panels where food will be delivered directly to your car and multiple drive-thru lanes, including one dedicated to delivery drivers.
  35. 35. 35 In summary Media consumption and needs have dropped most notably among 25-44s this wave. With children back at school and workers returning to the office the habits of the family demographic have shifted. People are feeling less well-informed this wave. With new government guidelines and a rise in UK cases, feelings of anxiety and confusion are also on the up. Consumers remain cautious of making large purchases, even more so than last wave. While online shopping spend has seen a minor increase, in-store spend remains relatively flat (with its staple food & drink category declining).
  36. 36. Thank you

UK media consumption has continued to rise in the last two weeks, with huge gains across live TV, video, social media, and video streaming, according to the latest Havas Media Group COVID-19 Media Behaviours Report. The sixth iteration of Havas Media Group’s COVID-19 Media Behaviours Report, a research study into consumer behavior and media consumption based on a survey of 1,487 UK respondents, shows that 64% of people claim to be watching more live TV than they did prior to the coronavirus outbreak (a net increase of 15% versus the first set of findings two weeks ago).

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