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COVID-19 // Media Behaviours Report Vol.6 // 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.6 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 28h May 2020 Wave 6
  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 current impact of COVID-19 across a range of behaviours among UK citizens, with a focus on media consumption. We are repeating the research on a fortnightly basis to track the impact of the developing situation over time. • This presentation covers key findings and implications from the sixth wave of results. Fieldwork was carried out over a 24 hour period from 25-26 May. The sample size is 1,488 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 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 _3
  4. 4. • The field work for this wave took place over 24 hours from the morning of Monday 25th May, which means that the Dominic Cummings story had dominated the press across the two previous days (his press conference was at 4:30pm when the bulk of respondents had already completed the survey). • As we start to see early signs of the economy being cautiously re-opened, those saying they intend to avoid certain public spaces are decreasing slightly, with a significant decrease in those saying they will avoid shops and the workplace. We are also seeing a significant decrease in those saying that they are self isolating. • Younger respondents continue to remain more impacted by the situation than their older counterparts. They are more anxious, overwhelmed and lonely. • We see further decreases in media consumption for 18-24s this wave, who are perhaps taking advantage of the lockdown relaxation and enjoying social distancing meet ups with friends/ family outside. • Conversely older audiences are showing more significant increases in the use of many media platforms this wave notably video streaming, VOD, social media and music streaming. • Perhaps as a result of the Dominic Cummings furore we have seen a small increase in consumption of newspapers this wave vs last wave, with the Daily Mail benefitting in particular. • While people are continuing to seek out home & garden and food content, they are also increasingly wanting to use media to escape. Reflecting a balance of proactive and reactive needs to the current situation. • We have seen a decline in self improvement activities, possibly a result of people being able to go out more and start to see friends at a social distance. • We can also infer that people are becoming a little more relaxed in their approach to managing the threat of the virus, cleaning has gone down this wave while takeaways have gone up! EXECUTIVESUMMARY Executive summary
  5. 5. CONSUMERMINDSET _5 With further information being released, and the public adjusting to the lockdown changes, feelings of confusion have fallen significantly this wave. There has also been a small increase in those feeling well informed. Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 6 only 28% 39% 22% 21% 10% 19% 6% 8% 4% 37% 41% 21% 12% 18% 17% 9% 10% 2% 40% 39% 18% 11% 17% 15% 10% 9% 2% 38% 35% 17% 11% 15% 13% 10% 10% 3% 33% 34% 17% 24% 16% 13% 10% 8% 3% 35% 32% 19% 18% 15% 13% 9% 8% 4% Well informed Anxious Overwhelmed Confused Isolated / lonely Unsafe More connected to my community Reassured Other Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 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+ Anxious 37% 38% 39% 32% 29% 21% Overwhelmed 26% 30% 21% 18% 14% 9% Well informed 24% 21% 34% 42% 41% 43% Isolated / lonely 22% 22% 14% 11% 14% 9% Unsafe 20% 11% 13% 13% 14% 9% Confused 19% 26% 18% 16% 16% 13% More connected to my community 10% 8% 7% 9% 10% 9% Reassured 7% 8% 5% 9% 6% 9% Other 1% 4% 2% 3% 4% 9%
  6. 6. CONSUMERMINDSET Brands are getting involved in battling loneliness _6 For anybody living alone and missing people, MoonPie launched an Amazon Alexa skill making the pastry brand one’s roommate. So-called Moonmate has access a full database of MoonPie recipes and factual information about the brand along with a lot of jokes, can offer some philosophical comments, and slightly off- kilter compliments. Pedigree is working with the Nashville Humane Association to develop an initiative called Dogs on Zoom to help prospective pet owners search for adoptable dogs over video. Pedigree will pay for the full adoption costs as well as Zoom membership and equipment costs for the shelter for pets adopted during these sessions. ITV has refreshed its brand identity and launched a series of animated films to encourage people to reach out beyond their immediate social circle during Mental Health Awareness Week.
  7. 7. LIFESTYLE _7 There is little change in working patterns, but we have seen a significant decrease in those choosing to self-isolate. With lockdown measures being lifted gradually, people may feel more at ease to go outside. Change in working situation – TOTAL Change in working situation, wave 6 – BY AGE Change in personal / social situation – TOTAL Change in personal / social situation, wave 6 – BY AGE 48% 14% 8% 18% 10% 3% 30% 25% 21% 15% 8% 2% 32% 22% 23% 15% 9% 2% 34% 23% 21% 12% 9% 1% 34% 22% 21% 13% 8% 2% 35% 22% 20% 14% 9% 2% There's been no change to my working pattern at all I am working from home all the time I’ve had to stop working altogether I am working from home more often I’m working reduced hours I’m working shifted hours (e.g. to accommodate childcare) Wave 1 Wave 2 Wave 3 53% 19% 15% 23% 60% 38% 22% 2% 65% 32% 20% 2% 66% 28% 17% 4% 67% 26% 15% 3% 69% 22% 13% 7% I’m taking part in social distancing and seeing less people I’ve chosen to self-isolate I’ve been advised / forced to self-isolate I've not changed my behaviour at all Wave 1 Wave 2 Wave 3 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+ No change to working pattern 24% 23% 20% 25% 37% 65% Stopped working altogether 24% 21% 21% 26% 21% 13% WFH all the time 22% 24% 31% 28% 20% 8% WFH more often 19% 23% 19% 16% 10% 2% Working reduced hours 14% 11% 11% 12% 8% 2% Working shifted hours 2% 6% 3% 1% 1% 0% 18-24 25-34 35-44 45-54 55-64 65+ I’m taking part in social distancing and seeing less people 63% 66% 78% 76% 73% 60% I’ve chosen to self-isolate 33% 24% 16% 14% 17% 26% I’ve been advised / forced to self-isolate 14% 16% 8% 11% 8% 20% I've not changed my behaviour at all 6% 6% 6% 8% 7% 7%
  8. 8. LIFESTYLE Remote working will be around for a while _8 Spatial is aiming to become the Zoom of virtual collaboration. The platform is now completely free and open to everyone - two weeks ago the company announced that it is launching support for web browsers on desktops, Android and iOS, making it available for just about everyone. Coors Light introduced The Clone Machine which helps to create a stand-in for remote workers' video calls by helping people capture a video of themselves so that a convincing double can be created in 30 seconds. With the tool, users can save the video and use it as a Zoom background the next time they need to escape. Unilever Russia's careers fair was designed in the format of an online game, where users could visit 8-bit versions of company office buildings, learn job details and communicate with virtual representatives. Graduates were able to look for internships and vacancies at Unilever, as well as virtually meeting Unilever employees.
  9. 9. LIFESTYLE _9 With minor alterations to lockdown measures, there is little change in people’s intention to avoid most areas, except for a decrease in those planning to avoid the workplace and shops in general, with 65+ being most likely to do so Significantly higher/lower than previous wave What 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 6 – BY AGE 62% 59% 60% 64% 53% 55% 32% 36% 80% 78% 76% 82% 73% 78% 60% 57% 78% 77% 76% 81% 74% 76% 57% 60% 75% 73% 74% 78% 71% 69% 50% 49% 76% 74% 73% 77% 72% 66% 49% 46% 76% 74% 74% 74% 72% 64% 43% 41% Cinemas Public transport International travel Restaurants, pubs & bars Sports events Shopping centres The workplace Shops in general Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 18-24 25-34 35-44 45-54 55-64 65+ Cinemas 63% 70% 72% 78% 80% 86% Sports events 63% 66% 67% 72% 79% 81% Public transport 62% 68% 72% 78% 77% 81% Restaurants, pubs & bars 61% 65% 70% 77% 78% 84% International travel 58% 67% 66% 75% 80% 88% Shopping centres 54% 60% 61% 66% 66% 70% Shops in general 38% 39% 37% 42% 40% 48% The workplace 36% 42% 39% 36% 41% 56%
  10. 10. LIFESTYLE Restaurateurs are looking for ways to re-open their businesses while maintaining social distancing rules _10 Lithuania’s capital, Vilnius, has announced plans to turn the city into a vast open-air cafe by giving over much of its public space to hard-hit bar and restaurant owners so they can put their tables outdoors and still observe physical distancing rules. Cafe & Konditorei Rothe in Schwerin, northeast Germany, has asked its customers enjoying a coffee or a cake to wear a hat with swimming noodles attached, to ensure they respect the six feet social distancing rule. Sydney-based Five Dock Dining restaurant, which re-opened last week, will use fifteen cardboard customers to fill the space, along with a playlist of background noise simulating ‘guest chatter’ to ‘recreate a busy restaurant atmosphere.’
  11. 11. Media behaviour changes
  12. 12. CHANNELCHANGES _12 Media consumption remains elevated compared to the time before COVID-19, with video streaming, social media and video on demand benefitting the most. Change in media channel usage, Wave 6 33% 30% 27% 24% 13% 13% 12% 12% 10% 6% 6% 3% 2% 29% 30% 34% 34% 23% 24% 22% 21% 18% 15% 14% 2% 5% 16% 25% 28% 31% 34% 34% 28% 24% 21% 34% 20% 5% 15% 2% 3% 2% 4% 6% 10% 3% 4% 3% 7% 4% 3% 8% 1% 2% 1% 3% 8% 9% 3% 3% 3% 7% 4% 60% 36% 19% 10% 9% 4% 18% 10% 32% 36% 46% 30% 53% 27% 35% 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) Reading Newspapers (either physical copy or online) Listening to the Radio Music streaming (e.g. Spotify, Deezer) Mobile gaming (e.g. Candy Crush, Clash of Clans) PC & Console gaming. Reading Magazines (either physical copy or online) Listening to podcasts Visiting the Cinema Posters on street or on public transport 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 NET doing more of (w6 VS. w5) 4% 2% 1% -1% 3% 2% 3% 1% 0% 1% 0% -1% -2% NET doing less of (w6 VS. w5) 0% 0% -1% 1% -1% 2% -1% -1% -1% 1% 1% 2% 2% How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
  13. 13. CHANNELCHANGES _13 This wave there have been further increases in consumption of many channels. After declining last wave, consumption of Video Streaming has risen most notably, with increases for newspapers & music streaming too Change in media channel usage, Wave 6 Change Wave 6 vs. Wave 5 NET DOING MORE OF NET DOING LESS OF Video streaming (e.g. Netflix, Amazon Prime) 62% 3% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 60% 3% Visiting Social Media websites 60% 5% Watching live TV (on TV set or other device) 58% 8% Listening to the Radio 37% 18% Reading Newspapers (either physical copy or online) 35% 14% Music streaming (e.g. Spotify, Deezer) 34% 6% Mobile gaming (e.g. Candy Crush, Clash of Clans) 33% 7% PC & Console gaming. 27% 6% Reading Magazines (either physical copy or online) 22% 14% Listening to podcasts 20% 7% Posters on street or on public transport 6% 44% Visiting the Cinema 5% 63% 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 4% 0% 1% -1% 2% 0% -1% 1% 2% 2% 3% -1% 3% -1% 1% -1% 0% -1% 1% 1% 0% 1% -2% 2% -1% 2%
  14. 14. CHANNELCHANGES _14 Further decreases in media consumption for 18-24s this wave, particularly for Video Streaming and Social Media. Conversely 25-34s and 45-64s show a net gain in consumption of the top 3 channels this wave (VOD, streaming & social media) Change in media channel usage wave 6, by age Change in use of media (Net doing more Wave 6 vs. Wave 5) 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+ Watching video on demand (e.g. iPlayer, Now TV, YouTube) 76% 76% 65% 67% 52% 37% Video streaming (e.g. Netflix, Amazon Prime) 75% 82% 71% 71% 52% 32% Visiting Social Media websites 74% 78% 66% 66% 55% 32% Music streaming (e.g. Spotify, Deezer) 61% 50% 44% 31% 26% 9% Watching live TV (on TV set or other device) 59% 61% 60% 62% 59% 49% Mobile gaming (e.g. Candy Crush, Clash of Clans) 54% 53% 43% 30% 25% 9% PC & Console gaming. 49% 47% 27% 26% 15% 9% Reading Newspapers (either physical copy or online) 34% 42% 31% 39% 42% 26% Listening to the Radio 32% 40% 38% 43% 37% 30% Listening to podcasts 29% 29% 22% 24% 19% 5% Reading Magazines (either physical copy or online) 25% 28% 25% 24% 20% 11% Visiting the Cinema 12% 10% 5% 5% 2% 1% Posters on street or on public transport 12% 10% 8% 6% 4% 1% Total 18-24 25-34 35-44 45-54 55-64 65+ 1% 0% 4% -5% 6% 5% -2% 4% -7% 7% 2% 9% 9% 2% 2% -6% 6% -2% 3% 9% -2% 3% 0% 1% 8% 0% 9% 0% -1% -2% -1% -2% 2% -2% -2% 1% 0% 8% -1% -5% 4% -1% 0% -4% 5% -6% 0% 1% 1% 3% 2% 6% -3% -1% 9% 3% 2% -3% -3% 4% 9% 0% 3% 0% -5% -1% -2% 2% 6% 0% 1% -2% -1% 2% 7% 3% -3% -1% 1% -4% -3% -2% 1% -1% -2% -2% -4% -3% -1% 1% -1%
  15. 15. SOCIALMEDIA Facebook and WhatsApp continue to show the biggest increase in usage since pre-COVID times. While usage of social platforms has largely decreased this wave among 18-44s, it has risen among 45-64s, with Facebook, WhatsApp & Twitter benefitting the most _15 Change in use of Social Media Platforms, Wave 6 Change in use of Social Media Platforms (Net using more Wave 6 Vs. Wave 5) 27% 26% 16% 9% 7% 6% 3% 3% 27% 26% 16% 15% 8% 9% 7% 4% 26% 21% 19% 20% 14% 9% 18% 8% 2% 3% 3% 4% 3% 2% 5% 2% 2% 2% 2% 3% 3% 1% 4% 2% 16% 22% 45% 49% 64% 73% 62% 82% Facebook WhatsApp Instagram Twitter Snapchat TikTok 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+ Facebook 2% -5% 3% 3% 5% 9% -2% WhatsApp 1% -6% 2% -2% 5% 4% 1% Twitter 0% 3% -5% -4% -1% 8% 1% LinkedIn 0% -2% -1% -4% 1% 3% 0% Instagram -1% -7% -4% -3% 3% 4% 0% TikTok -1% -5% -10% 3% 0% 1% 0% Twitch -2% -3% -5% -4% 0% 1% 0% Snapchat -2% -6% -10% -3% 1% 2% -1%
  16. 16. AUDIOPLATFORMS At a total level, Heart and Absolute see minor increases wave on wave, driven by 45-64 year olds. BBC & LBC show increases for 18-24s and 35-54s. While 18-24s are consuming less Spotify this wave, 35-64 year olds are consuming more _16 Change in use of Audio Channels, Wave 6 Change in use of Audio Channels (Net using more Wave 6 Vs. Wave 5) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 10% 7% 5% 5% 4% 4% 3% 3% 15% 15% 11% 10% 9% 7% 6% 6% 18% 28% 17% 24% 19% 16% 13% 10% 3% 6% 3% 6% 5% 4% 3% 2% 3% 7% 3% 7% 5% 5% 3% 3% 50% 38% 61% 49% 59% 64% 72% 77% Spotify BBC Sounds / BBC Radio Amazon Music Heart Radio Capital Radio Absolute Radio Apple Music LBC 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+ Heart Radio 2% 2% -3% 1% 2% 6% 0% Absolute Radio 1% 2% 1% -2% 6% 3% 0% Spotify 1% -8% 1% 6% 3% 6% -2% BBC Sounds / BBC Radio 1% 4% 0% 4% 2% -1% -1% Capital Radio 1% 0% -4% 2% 3% 2% 1% Amazon Music 1% -4% -1% -1% 2% 8% -1% LBC 0% 2% -3% -3% 2% 3% 2% Apple Music 0% 3% -2% 0% 0% 1% 0%
  17. 17. NEWSBRANDS Consumption of news brands has either risen slightly or remained flat at a total level this wave, with 55-64s showing the most notable increases across titles. Daily Mail has seen the biggest overall increase, with consumption rising for all age groups. _17 Change in use of newspaper brands, Wave 6 Change in use of newspaper brands (Net using more Wave 6 Vs. Wave 5) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? 6% 4% 4% 3% 3% 3% 3% 2% 11% 9% 8% 8% 7% 6% 6% 5% 23% 16% 18% 16% 18% 17% 13% 14% 5% 4% 3% 4% 3% 3% 6% 3% 6% 3% 6% 4% 5% 4% 16% 4% 48% 64% 60% 66% 64% 66% 57% 73% The Daily Mail The Guardian The Sun The Telegraph The Times The Mirror Metro 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 3% 4% 5% 2% 1% 6% 1% The Sun 1% 1% 1% 3% -1% 4% -1% The Times 1% 5% -1% -3% 2% 4% 0% The Guardian 1% -1% -2% 3% 1% 2% 0% Huffington Post 1% -2% 1% 2% -1% 1% 1% The Mirror 0% 5% -3% -1% -2% 4% 0% Metro 0% 5% -2% -1% -2% 3% 0% The Telegraph 0% 4% -2% -6% 0% 0% 1%
  18. 18. TVCHANNELS We continue to consume more TV than pre-COVID, especially BBC News. However, there has been a drop for all channels this wave, except Sky and C5. BBC shows the most notable decline, with decreases across all groups apart from 25-34 year olds How would you describe your use of the following TV channels, compared to the time before COVID-19? 27% 12% 10% 10% 8% 7% 6% 33% 17% 24% 25% 17% 19% 15% 23% 24% 44% 49% 29% 54% 53% 4% 3% 5% 5% 4% 6% 6% 5% 5% 4% 4% 5% 5% 5% 9% 39% 12% 7% 38% 9% 14% BBC News Sky News BBC (other channels) ITV Sky (other channels) Channel 4 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 6 Change in use of TV Channels (Net using more Wave 6 vs. Wave 5) Total 18-24 25-34 35-44 45-54 55-64 65+ Sky (other channels) 1% 2% 5% -4% -2% 5% 0% Channel 5 1% 0% 4% -1% 1% 3% -1% Sky News -1% -6% 1% -1% 1% 4% -4% Channel 4 -1% -7% 4% -6% 2% 0% -2% ITV -2% -3% 0% 1% -3% -2% -3% BBC News -3% -4% 8% -5% -2% -3% -9% BBC (other channels) -3% -10% 3% -5% -1% 0% -5%
  19. 19. VOD&STREAMING 18-24s usage of VOD and streaming platforms has continued to decline for more platforms than just Netflix this wave, with increases in only YouTube and Apple+, potentially as they begin to search for new content How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? 28% 20% 13% 12% 6% 3% 3% 3% 22% 27% 17% 27% 17% 14% 9% 6% 15% 34% 19% 34% 38% 39% 31% 10% 3% 4% 3% 4% 4% 5% 5% 2% 2% 3% 3% 3% 4% 4% 4% 1% 30% 12% 44% 20% 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 6 Change in use of video on demand & streaming platforms (Net using more Wave 6 Vs. Wave 5) Total 18-24 25-34 35-44 45-54 55-64 65+ Netflix 3% -7% 2% 3% 5% 8% 3% BBC iPlayer 2% -6% 4% 3% 10% 7% -5% YouTube 1% 4% 1% -7% -1% 9% 2% Amazon Prime Video 0% 0% -3% 3% 1% 1% -1% Apple + 0% 2% -5% -6% 3% 3% 0% ITV Hub -1% -5% 5% -2% -7% 1% 2% My5 -1% -5% -3% 1% -1% 3% 0% All 4 -1% -13% -2% -1% -1% 3% 1%
  20. 20. Role of media and content
  21. 21. NEWSSOURCES Whilst TV still remains the go-to source for COVID-19 news, it has been declining steadily since wave 2, driven by those in older age groups (45+) 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 Primary / preferred source of news re: COVID-19 Wave 6 Primary / preferred source of news re: COVID-19 Net gains Wave 6 vs. Wave 5 TOTAL 18-24 25-34 35-44 45-54 55-64 65+ TV 54% 34% 46% 51% 53% 62% 67% News websites 21% 28% 25% 27% 24% 18% 12% Social media platforms 8% 19% 10% 8% 9% 4% 3% Radio 6% 4% 6% 2% 4% 6% 10% Newspapers 5% 4% 4% 4% 4% 7% 6% Friends & Family 3% 6% 6% 3% 2% 2% 1% Podcasts 1% 2% 1% 2% 2% 1% 0% Magazines 1% 1% 1% 2% 1% 1% 0% TOTAL 18-24 25-34 35-44 45-54 55-64 65+ News websites 2% 3% 1% 2% 3% 0% 2% Radio 1% -3% 2% -3% -2% 2% 5% Newspapers 0% 1% -2% 1% 0% 3% 0% Friends & Family 0% 4% -1% -1% 0% 0% -1% Social media platforms 0% 2% -4% -3% 3% 1% 0% Magazines 0% -2% -2% 0% 0% 1% 0% Podcasts -1% -3% 0% -1% 0% 0% 0% TV -2% -2% 5% 4% -4% -6% -5%
  22. 22. TRUSTWORTHYSOURCES Which of the following do you trust for factually correct information about COVID-19? There have been no significant changes in trusted sources of information this wave; however, the slight increase in trust of friends & family has meant that they have overtaken the Daily Mail, driven by 25-44s and 55-64s Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19 Wave 6 Trustworthy sources of information re: COVID-19 Net gains Wave 6 vs. Wave 5 0% 10% 20% 30% 40% 50% 60% 70% 80% BBC SKY News The Guardian Friends & Family Daily Mail Facebook Other Twitter Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Significantly higher/lower than previous wave TOTAL 18-24 25-34 35-44 45-54 55-64 65+ BBC 65% 57% 62% 66% 63% 69% 69% SKY News 25% 28% 29% 31% 29% 23% 16% The Guardian 13% 21% 15% 11% 14% 11% 8% Friends & Family 11% 17% 13% 10% 8% 10% 8% Daily Mail 10% 9% 6% 8% 7% 12% 15% Facebook 7% 12% 10% 9% 7% 4% 3% Twitter 5% 10% 7% 5% 5% 2% 2% TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Friends & Family 1% 0% 2% 3% -1% 4% -1% BBC 0% -4% 8% 1% -2% -5% 0% Daily Mail 0% 2% -7% -1% 1% 2% 3% SKY News 0% 4% 0% -2% 4% -1% -4% Facebook 0% 2% -3% -3% -1% 1% 2% Twitter -1% 2% 0% -3% -3% 0% 1% The Guardian -1% 6% -4% -2% 0% -1% -1%
  23. 23. COMMUNICATION After a slight drop for almost all platforms last wave, this wave there has been a slight increase in use of communication platforms, driven by a rise for 25-34s and 55-64s 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? 29% 27% 21% 21% 33% 30% 30% 35% 26% 22% 31% 35% 2% 3% 4% 4%1% 2% 2% 2%8% 17% 12% 2% 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 6 Change in communication since COVID-19 (Net using more Wave 6 vs. Wave 5) Total 18-24 25-34 35-44 45-54 55-64 65+ Messaging 2% -1% 6% 4% 1% 7% -5% Video Calls 2% -6% 7% 4% 1% 5% -2% Talking on the phone 1% 9% 8% -4% -7% 6% -2% Social Media platforms 0% 0% 6% -2% -3% 8% -7%
  24. 24. CONTENTAREAS Consumption across most areas of interest has increased again, wave on wave. There has been the greatest rise in consumption of home & garden content, particularly with 45-64s 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 6 Change in consumption of areas of interest (Net consuming more Wave 6 vs. Wave 5) 30% 15% 13% 12% 8% 4% 3% 2% 37% 30% 22% 27% 16% 17% 7% 9% 22% 44% 43% 36% 23% 46% 19% 22% 4% 3% 7% 4% 4% 6% 10% 9% 3% 2% 8% 4% 5% 6% 32% 45% 4% 6% 7% 18% 44% 21% 30% 13% 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+ Home & Garden 3% -2% -1% -1% 9% 9% 1% Food 3% -5% 4% 1% 5% 5% 3% Gaming 2% 4% 1% 3% 3% 1% -1% Entertainment 2% -2% 7% 0% 2% 1% -1% News 1% 3% 6% 3% 2% 3% -6% Science & Technology 1% -7% 2% 3% 1% 8% -4% Travel 0% 3% 3% 0% -4% 0% -1% Sport 0% -1% -2% 1% 0% 0% 1%
  25. 25. NEEDSTATES There has been a slight increase in almost all media needs at a total level, particularly inspiration for 18-24s; however there has been a large drop in all media needs for 65+ 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 6 Change in media needs (Net more important Wave 6 vs. Wave 5) 31% 22% 18% 18% 18% 17% 13% 11% 39% 33% 32% 31% 34% 28% 31% 30% 25% 40% 42% 39% 41% 42% 49% 48% 3% 3% 4% 5% 4% 6% 4% 6% 2% 2% 3% 6% 3% 7% 4% 5% 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 2% 3% 2% 1% 6% 7% -6% Information 2% 6% 4% 0% 5% 2% -5% Inspiration 1% 12% 0% -7% 5% 6% -5% Comfort 1% -6% 6% 2% 7% -1% -3% Unwind 1% -3% 3% 2% 2% 2% -2% Connection 1% -1% 0% 1% 4% 6% -4% Distraction 0% -1% 3% 3% 2% 5% -9% For practical advice 0% -4% 2% 1% 1% 2% -4%
  26. 26. NEEDSTATES There are more and more apps and technologies geared towards helping you stay social while in isolation _26 BuzzFeed has introduced a multiplayer version of its classic quizzes called Quiz Party, which lets you and up to three friends complete them simultaneously in your browser. BBC launched a new experimental tool, BBC Together, that will let you watch or listen to BBC programming with others over the internet, with everyone seeing the same thing on-screen at the same time. Squadded - Shopping Party is the new Google extension enabling people to shop remotely with friends in online fashion stores. Users of the website can simply open one of the online fashion stores listed, sign in and invite their friends to join their squad, then shop together.
  27. 27. Broader consumer behaviour
  28. 28. ACTIVITIES Cleaning continues to drop wave on wave. 65+ see a drop in almost all activities, with the exception of relaxing; given that the majority of this group are retired, it is likely that they are returning to their pre-COVID activities In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19? Change in activities Wave 6 Change in activities since COVID-19 (Net using more Wave 6 vs. Wave 5) 19% 18% 18% 13% 11% 11% 10% 10% 33% 34% 32% 27% 29% 26% 24% 21% 40% 39% 41% 36% 36% 34% 32% 24% 4% 3% 6% 6% 6% 5% 12% 5% 2% 1% 2% 5% 4% 4% 9% 4% 2% 4% 1% 14% 14% 21% 12% 36% Cleaning Cooking Relaxing Reading books DIY Doing puzzles, board games or crafts Fitness Playing computer / video games 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+ Fitness 3% 5% 1% 3% 8% 7% -2% DIY 3% 1% 2% 5% 1% 7% 0% Cooking 2% -4% 2% -4% 6% 11% -1% Relaxing 1% -6% -3% -1% 4% 3% 5% Reading books 1% -6% 5% -2% 7% 5% -6% Doing puzzles, board games or crafts 0% -11% 0% -2% 4% 7% -1% Playing computer / video games 0% -6% 7% -4% 0% 1% -2% Cleaning -1% -3% 7% -5% -2% 2% -3%
  29. 29. ACTIVITIES While it seems that much of our lives have moved offline, some brands show not everything needs to be online! _29 McDonald's and Heinz unveiled separate branded jigsaw puzzles to capitalize on a trend that's emerged as consumers look to occupy themselves during quarantine. Heinz’s puzzle is indented to be as the world's slowest puzzle consisting of 570 pieces identically coloured in the ketchup brand's signature red hue. Ikea has designed a set of manuals to fight against lockdown boredom, to teach people at home how to build fortresses, caves and wigwams out of furniture and household items. To raise money for frontline workers, Earl of East, in collaboration with Uncommon Creative Studio, has launched Scents of Normality. An exclusive candle collection that smells like the places we miss the most during lockdown. This limited series comes in three evocative scents, reflecting some of the nation’s favourite hangouts.
  30. 30. 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? Reading, new forms of fitness and new hobbies such as gardening occupy the top spots for new activities/hobbies people are undertaking. 55-64’s are the most likely to be starting new hobbies this wave New hobbies / activities undertaken Wave 6 Change in New hobbies / activities (Net already started / definitely intend to more Wave 6 vs. Wave 5) 21% 12% 11% 8% 8% 7% 6% 3% 18% 12% 13% 10% 7% 8% 10% 6% 32% 28% 31% 25% 22% 15% 19% 14% 15% 19% 21% 27% 21% 23% 17% 20% 9% 26% 21% 28% 39% 45% 44% 54% Read more Take up a new form of fitness Learn a new hobby e.g. gardening, cooking, knitting 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’ve already started doing this I definitely intend to do this I might do this I probably won’t do this I definitely won’t do this I was doing this before COVID-19 18-24 25-34 35-44 45-54 55-64 65+ Learn a new language 1% 2% -4% -3% 4% 1% Take part in training through my existing workplace 0% 1% 6% 4% 6% -1% Learn a new skill (e.g. arts, crafts, musical instrument) -2% -3% -2% -2% 3% -1% Learn a new hobby e.g. gardening, cooking, knitting -3% -6% -8% -6% 3% -3% Take a short educational course -5% -4% -4% 1% 4% 0% Take up a new form of fitness -8% 0% -1% 5% 6% 0% Read more -8% -1% -5% 5% 4% 0% Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA -11% -2% -2% -3% 2% -1%
  31. 31. LEISURESPENDING Entertainment and takeaways remain most the increased areas of leisure expenditure since pre-COVID, with takeaways seeing further increases across 18-64s this wave. 18- 24s have upped their spending on fitness, whilst 35+s have been spending more money on films and ents subscriptions 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 6 7% 6% 4% 3% 3% 2% 2% 2% 14% 16% 15% 9% 9% 5% 9% 5% 45% 23% 28% 22% 20% 11% 12% 12% 4% 10% 5% 4% 4% 3% 5% 6% 3% 25% 5% 6% 6% 3% 4% 15% 27% 20% 44% 56% 57% 76% 68% 60% Entertainment subscription services e.g. Netflix Takeaway / food for delivery Digital purchases of films e.g. Sky store, Amazon Prime Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass Education / self- improvement / learning new skills Online dating apps / websites Virtual / online gym / fitness classes 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 6 vs. Wave 5) 18-24 25-34 35-44 45-54 55-64 65+ Virtual / online gym / fitness classes 5% -4% 3% 1% 4% -1% Takeaway / food for delivery 3% 3% 6% 3% 3% -1% Entertainment subscription services e.g. Netflix 3% -4% 5% 2% 4% 2% Education / self-improvement / learning new skills 1% -5% -5% 0% 2% -1% Digital purchases of films e.g. Sky store, Amazon Prime 0% -1% 4% 2% 5% 2% Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass -1% -7% -4% 2% -2% -1% Gym / fitness club memberships -3% -6% -3% -1% 2% 1% Online dating apps / websites -6% -3% -1% 1% 0% 0%
  32. 32. 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? The majority of big purchases remain on hold, with 18-24s being most likely to say they will be delaying buying big ticket items. 25-44s are becoming more open to making larger purchases Change in big purchase intentions Wave 6 Change in big purchase intentions (Net Definitely / Probably will delay Wave 6 vs. Wave 5) 39% 14% 10% 10% 9% 6% 6% 5% 19% 13% 22% 18% 11% 14% 10% 12% 9% 9% 20% 14% 8% 17% 10% 19% 6% 5% 15% 7% 5% 13% 6% 14% 27% 59% 33% 51% 69% 50% 69% 49% Booking a holiday Buying a car Making home improvements Buying a new mobile phone handset Buying or selling a property (house or flat) Switching utility providers (gas/ electric, internet, mobile phone etc.) Investing in Further Education (Undergraduate degree, Master, other formal qualification) Taking out a new insurance policy / switching provider 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 18-24 25-34 35-44 45-54 55-64 65+ Taking out a new insurance policy / switching provider 7% -8% -3% -4% -2% 1% Buying a new mobile phone handset 6% -7% -7% 10% 1% 5% Switching utility providers (gas/ electric, internet, mobile phone etc.) 3% -3% -2% -3% -1% -1% Buying a car 2% -7% -4% 2% 1% -2% Making home improvements 2% 0% -6% 2% 2% -5% Booking a holiday 1% 1% 4% 2% 3% 4% Buying or selling a property (house or flat) -3% 0% -5% 0% -1% -2% Investing in Further Education (Undergraduate degree, Master, other formal qualification) -5% -11% -9% 1% -1% 0%
  33. 33. SHOPPING Online shopping spend continues to increase, driven by those aged 45+. In-store shopping sees slight decreases this wave, but as non-essential shops will re-open soon, it is one to watch 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? 14% 4% 33% 11% 34% 16% 7% 18% 7% 47% 5% 4% 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 Change in shopping habits Wave 6 Change in shopping habits (Net spending more Wave 6 vs. Wave 5) 18-24 25-34 35-44 45-54 55-64 65+ Online shopping 4% 4% 2% 6% 7% 4% In-store shopping 1% -6% 3% 1% -1% 4%
  34. 34. BRICKS&MORTARSHOPPING Food and drink remains the main driver of spend in-store, but we also see increases in health and beauty this time, perhaps due to the recent good weather. This wave, 25-34s are spending less in the majority of sectors 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 6 Change in in-store shopping habits (Net spending more Wave 6 vs. Wave 5) 10% 3% 3% 3% 3% 2% 2% 2% 26% 7% 9% 7% 7% 8% 7% 6% 36% 39% 38% 40% 36% 42% 30% 31% 10% 9% 9% 8% 8% 12% 13% 5% 17% 35% 27% 33% 26% 27% 45% 15% 1% 7% 15% 9% 19% 7% 3% 40% 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) Health and beauty Clothing, accessories and footwear (incl. Sportswear) Computer / video games 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 18-24 25-34 35-44 45-54 55-64 65+ Food and drink 7% -3% 3% 0% 1% -1% Health and beauty 6% -3% 0% 2% 4% -1% Computer / video games 2% -5% -2% -1% 3% 0% Clothing, accessories and footwear (incl. Sportswear) 2% -2% -5% 2% 3% 0% Leisure Goods (DVDs, film, TV series, music) 1% -5% 0% 0% 3% 1% Leisure Goods (Books, board games and stationery) -2% 3% 1% -2% 2% -1% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) -2% -5% -2% 3% 2% -1% Homewares and furniture -4% 3% 1% -1% 3% -1%
  35. 35. BRICKS&MORTARSHOPPING Retailers continue to adapt to the new normal _35 Asda is trialling a “virtual queuing” initiative which will allow users to book a place and log into a virtual queue with their phones. They will then be able to wait in their car, avoiding the extended queues which have become commonplace across UK supermarket carparks, and be alerted when they are allowed to enter the store. Lidl customers will now be able to collect and return online orders from a host of retailers amid a new partnership with InPost. Their digital lockers will be rolled out to 24 Lidl stores across London, Birmingham and Manchester allowing users to collect parcels ordered online while they carry out their weekly grocery shop. And more news from Lidl - this time in Ireland thought! Retailer has launched an online chatbot via WhatsApp so customers can avoid queues and find the quietest time to shop.
  36. 36. E.COMMERCE Food & drink also dominates online shopping spend; however there has been a spike in clothing purchasing this wave, for all ages. We see growth from the 55-64s in all areas, particularly clothing and electrical goods. 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? compared to the time before COVID-19? Change in online shopping habits Wave 6 Change in online shopping habits (Net spending more Wave 6 vs. Wave 5) 14% 6% 5% 4% 4% 4% 4% 3% 19% 17% 17% 12% 13% 11% 14% 17% 32% 37% 41% 47% 43% 33% 43% 43% 7% 11% 7% 8% 7% 5% 8% 8% 6% 20% 12% 18% 20% 10% 15% 12% 22% 9% 18% 11% 14% 36% 17% 16% Food and drink Clothing, accessories and footwear (incl. Sportswear) Health and beauty Electrical products Homewares and furniture Computer / Video Games Leisure Goods (DVDs, film, TV series, music) Leisure Goods (books, board games and stationery) 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 18-24 25-34 35-44 45-54 55-64 65+ Computer / Video Games 5% -6% 2% -5% 1% 2% Food and drink 4% 5% -5% 0% 6% -2% Clothing, accessories and footwear (incl. Sportswear) 3% 2% 0% 3% 12% 4% Homewares and furniture 0% 3% -2% -4% 8% 3% Leisure Goods (DVDs, film, TV series, music) -2% -1% 0% 0% 6% -4% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) -2% -1% -3% 1% 11% 0% Health and beauty -3% 1% 0% 2% 6% 3% Leisure Goods (books, board games and stationery) -4% 7% -4% -2% 7% -1%
  37. 37. 37 In summary Media consumption remains consistent across most of the waves, although we are seeing an increase of video streaming in wave 6, particularly amongst older respondents. Relaxation of strict adherence to rules is evident in the responses across wave 6. People are anticipating visiting more places, and beginning to relax lifestyle and shopping behaviours. Younger people continue to feel the impact of Covid more than older generations, and in this wave we see media consumption decline slightly as they take advantage of changes to social distancing rules.
  38. 38. Thank you

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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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