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COVID-19 // Media Behaviours Report Vol.7 // 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.7 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 11th June 2020 Wave 7
  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 seventh wave of results. Fieldwork was carried out over a 24 hour period from 08-09 June. The sample size is 1,496 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 Wave 7: 08-09 June _3
  4. 4. • As we approach the next phase of lockdown, with non-essential retailers opening from next week, we see a small rise in those feeling anxious and unsafe. However, as we can now meet those from other households, we also see a very minor decrease in feelings of isolation / loneliness. • With more people venturing outside, we see a significant increase in those saying they are taking part in social distancing, reinforced by government messaging around remaining alert / vigilant and facilitated by the careful re-opening of businesses and public spaces in a way that allows social distancing to take place. • With the now imminent re-opening of retailers, people’s intention to avoid shopping centres and shops has decreased a little. • This wave, consistent with people being out of the home more, we are starting to see some decreases in consumption of many media channels, most notably live TV (for all except 65+), video streaming (although 18-24s show an increase), radio and music streaming. • 18-24s show increases in consumption of specific newsbrands this wave, especially Huffington Post, The Guardian & The Mirror. However, this potentially could have been driven by interest in news around the Black Lives Matter movement, rather than COVID. • 18-24s are consuming content from more interest areas than last wave, in particular travel, amid talk of airlines restarting and holiday destinations opening back up again. • 18-24s are also the group most likely to be trying to return to some semblance of normality, they are buying more (on and offline), and doing more things such as reading, cooking, puzzles and education. As the group that seemed most impacted by Covid measures it is not surprising that they are reacting to the rules softening in this way. • Distraction is becoming a more important need, driven particularly by 18-24s, who could be getting bored of the monotony of lockdown; meanwhile the need for practical advice has dropped massively for 55-64s EXECUTIVESUMMARY Executive summary
  5. 5. CONSUMERMINDSET _5 With non-essential retailers opening from next week, we see a small rise in those feeling anxious and unsafe as we approach the next phase of lockdown. However, as we can now meet those from other households, we also see a small decrease in feelings of isolation and loneliness. Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 7 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% 36% 33% 18% 17% 14% 14% 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 Wave 7 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 33% 39% 38% 40% 35% 20% Well informed 27% 30% 30% 38% 38% 46% Overwhelmed 26% 27% 22% 19% 14% 8% Confused 18% 23% 16% 16% 17% 15% Isolated / lonely 17% 15% 16% 17% 13% 10% More connected to my community 14% 5% 7% 11% 13% 8% Unsafe 10% 11% 16% 18% 16% 10% Reassured 10% 9% 9% 8% 4% 7% Other 2% 1% 1% 3% 5% 8%
  6. 6. CONSUMERMINDSET Design will play an important role in helping us to get used to the new normal and hopefully help to lower risk and sense of anxiety _6 Berlin-based inventors create a concept for an infection-free playground in which children will be provided with individual platforms, allowing them to see, communicate and play games with each other safely. Parents, meanwhile, are able to keep an eye out from a distance. The platforms, inspired by giant water lilies, are modular, meaning that the layout can be configured depending on expected traffic. Italian company specialising in urban planning created StoDistante installation, which uses white squares painted in a grid-like format on the square ground. It has been implemented in Piazza Giotto, located in the town of Vicchio near Florence, Italy. The square markers act as visual representations of the distance people should keep from each other in line with Italian social distancing rules. In May 2020, Hua Hua Architects unveiled a new concept for socially distanced outdoors dining. The system has been trialled in the Czech city Brno. Outdoor space is divided into marked grids, with tables and seating placed at defined distances from each other. The dining set is non-movable and made of materials that can be quickly cleaned and disinfected.
  7. 7. LIFESTYLE _7 There is little change in working patterns, but we have seen a significant increase in those social distancing. As lockdown measures have lifted further, people may feel more at risk of COVID-19 as more people venture outside. Change in working situation – TOTAL Change in working situation, wave 7 – BY AGE Change in personal / social situation – TOTAL Change in personal / social situation, wave 7– 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% 36% 21% 19% 14% 10% 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 Wave 4 Wave 5 Wave 6 Wave 7 53% 19% 15% 23% 60% 38% 22% 2% 65% 32% 20% 2% 66% 28% 17% 4% 67% 26% 15% 3% 69% 22% 13% 7% 73% 21% 12% 6% 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 Wave 4 Wave 5 Wave 6 Wave 7 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 am working from home all the time 25% 25% 30% 32% 13% 6% I am working from home more often 23% 20% 21% 11% 12% 4% I’ve had to stop working altogether 22% 24% 18% 22% 20% 10% There's been no change to my working pattern at all 21% 20% 22% 25% 48% 66% I’m working reduced hours 11% 14% 16% 14% 5% 3% I’m working shifted hours (e.g. to accommodate childcare) 3% 2% 4% 3% 1% 0% 18-24 25-34 35-44 45-54 55-64 65+ I’m taking part in social distancing and seeing less people 71% 78% 75% 81% 79% 58% I’ve chosen to self-isolate 29% 18% 21% 14% 13% 31% I’ve been advised / forced to self-isolate 16% 9% 9% 11% 6% 18% I've not changed my behaviour at all 5% 6% 9% 5% 7% 4%
  8. 8. LIFESTYLE _8 Every place/event has seen a fall in those choosing to avoid them this wave. Shopping centres have seen the biggest decrease in avoidance, with 65+ being 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 7 – BY AGE 62% 60% 64% 53% 59% 55% 32% 36% 80% 76% 82% 73% 78% 78% 60% 57% 78% 76% 81% 74% 77% 76% 57% 60% 75% 74% 78% 71% 73% 69% 50% 49% 76% 73% 77% 72% 74% 66% 49% 46% 76% 74% 74% 72% 74% 64% 43% 41% 74% 72% 72% 71% 71% 59% 42% 39% Cinemas International travel Restaurants, pubs & bars Sports events Public transport Shopping centres The workplace Shops in general Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 18-24 25-34 35-44 45-54 55-64 65+ Public transport 62% 62% 68% 71% 78% 79% Sports events 59% 63% 65% 72% 79% 82% Cinemas 58% 65% 68% 75% 83% 85% Restaurants, pubs & bars 56% 63% 71% 74% 79% 80% International travel 55% 67% 61% 73% 79% 84% Shopping centres 47% 52% 57% 63% 62% 67% The workplace 35% 35% 36% 44% 38% 55% Shops in general 31% 40% 42% 40% 39% 41%
  9. 9. Media behaviour changes
  10. 10. CHANNELCHANGES _10 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 7 30% 28% 27% 24% 13% 12% 12% 12% 9% 7% 6% 2% 2% 29% 30% 34% 32% 20% 20% 22% 22% 17% 15% 14% 3% 4% 18% 27% 27% 34% 23% 27% 36% 36% 22% 38% 21% 5% 16% 2% 3% 2% 4% 4% 5% 11% 6% 3% 6% 3% 3% 8% 1% 2% 1% 3% 3% 2% 8% 6% 4% 5% 3% 59% 35% 19% 10% 9% 3% 37% 34% 11% 19% 45% 29% 53% 28% 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) Mobile gaming (e.g. Candy Crush, Clash of Clans) Music streaming (e.g. Spotify, Deezer) Listening to the Radio Reading Newspapers (either physical copy or online) 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 How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? NET doing more of (w7 VS. w6) -2% -1% 0% -3% 0% -2% -2% -1% -1% 0% 0% 0% 0% NET doing less of (w7 VS. w6) 0% 0% 0% 0% 0% 1% 0% -2% 1% -3% -1% -1% -1%
  11. 11. CHANNELCHANGES _11 This wave we are starting to see some decreases in consumption of many channels, most notably live TV, video streaming, radio and music streaming. Change in media channel usage, Wave 7 Change Wave 7 vs. Wave 6 NET DOING MORE OF NET DOING LESS OF Watching video on demand (e.g. iPlayer, Now TV, YouTube) 61% 3% Video streaming (e.g. Netflix, Amazon Prime) 60% 3% Visiting Social Media websites 58% 5% Watching live TV (on TV set or other device) 55% 7% Listening to the Radio 34% 19% Reading Newspapers (either physical copy or online) 34% 11% Mobile gaming (e.g. Candy Crush, Clash of Clans) 33% 7% Music streaming (e.g. Spotify, Deezer) 32% 7% PC & Console gaming. 26% 7% Reading Magazines (either physical copy or online) 22% 11% Listening to podcasts 20% 6% Posters on street or on public transport 6% 43% Visiting the Cinema 5% 62% 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 0% 0% -2% 0% -1% 0% -3% 0% -2% 0% -1% -2% 0% 0% -2% 1% -1% 1% 0% -3% 0% -1% 0% -1% 0% -1%
  12. 12. CHANNELCHANGES _12 The decrease in live TV viewing is evident across all ages bar 65+, while the drop in radio listening is driven by 18-24s and 45+s. The decline in video streaming this wave is due to 25-64s. 18-24s are consuming more VOD, video streaming, podcasts and mobile gaming this wave Change in media channel usage wave 7, by age Change in use of media (Net doing more Wave 7 vs. Wave 6) 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) 79% 77% 65% 64% 56% 37% Video streaming (e.g. Netflix, Amazon Prime) 77% 79% 66% 67% 48% 34% Visiting Social Media websites 74% 76% 66% 61% 56% 32% Music streaming (e.g. Spotify, Deezer) 58% 53% 42% 31% 17% 9% Mobile gaming (e.g. Candy Crush, Clash of Clans) 55% 49% 44% 34% 23% 8% Watching live TV (on TV set or other device) 54% 57% 57% 59% 58% 50% PC & Console gaming. 46% 41% 33% 26% 13% 9% Reading Newspapers (either physical copy or online) 34% 38% 37% 38% 42% 19% Listening to podcasts 32% 30% 27% 19% 16% 6% Listening to the Radio 29% 39% 38% 39% 35% 27% Reading Magazines (either physical copy or online) 26% 29% 27% 23% 17% 12% Visiting the Cinema 13% 11% 5% 3% 2% 1% Posters on street or on public transport 10% 12% 11% 3% 3% 2% Total 18-24 25-34 35-44 45-54 55-64 65+ 0% 3% 0% 0% -3% 4% 0% -2% 2% -3% -5% -4% -3% 2% -1% 0% -2% -1% -5% 1% -1% -2% -3% 3% -1% 0% -9% 0% 0% 2% -4% 1% 4% -2% -1% -3% -5% -4% -3% -4% -1% 0% -1% -3% -6% 6% 0% -2% 0% -1% -1% -4% 5% -1% 0% -7% 0% 3% 1% 6% -5% -2% 1% -2% -3% -1% 0% -4% -3% -3% 0% 1% 1% 2% -1% -3% 0% 0% 1% 1% 0% -1% 0% 1% 0% -2% 2% 3% -3% -1% 1%
  13. 13. SOCIALMEDIA Facebook and WhatsApp continue to show the biggest increase in usage vs. pre-COVID times, with 18-34s showing a further rise in usage of WhatsApp this wave. Facebook has however seen a decline in use this wave, driven by 18-24s and 35-44s. In contrast, 18-24s have upped their usage of LinkedIn. _13 Change in use of Social Media Platforms, Wave 7 Change in use of Social Media Platforms (Net using more Wave 7 Vs. Wave 6) 24% 23% 14% 7% 6% 6% 3% 2% 26% 27% 15% 14% 8% 7% 7% 4% 28% 24% 20% 22% 9% 15% 20% 9% 3% 2% 3% 3% 2% 3% 4% 2% 2% 2% 2% 3% 2% 3% 5% 2% 16% 22% 46% 51% 74% 66% 60% 80% 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+ LinkedIn 0% 5% -4% 1% -2% 0% 1% Twitch 0% 1% -1% 3% -2% -1% 0% TikTok -1% -3% 3% -6% -1% -2% 0% WhatsApp -2% 5% 3% -6% -5% -3% -3% Twitter -2% -2% -3% -1% 0% -5% -1% Snapchat -2% -6% -1% -2% -5% -1% 0% Instagram -3% -3% -2% -2% -6% -3% -1% Facebook -3% -10% -1% -8% -3% -2% 0%
  14. 14. SOCIALMEDIA Facebook has accelerated development of three new apps built around currently emerging or re-emerging behaviors. While it’s not clear whether all of them will stick, it’s interesting to see what trends Facebook might be seeking to capitalize upon. _14 CatchUp app is essentially Messenger Rooms for voice calls and provides the capacity to see when one’s friends are online and up for a voice call, as well as in- progress group chats that you can join. Venue app aims to provide an interactive second-screen experience for live events. Rather than offering livestreams, the app is supposed to be home for “venues” hosted by expert commentators, such as journalists, current or former athletes and analysts, which fans can enter while an event is ongoing. Facebook's latest experiment is a collaborative music video creation app called Collab. The software allows users to create a clip of original music and then add up to two other community-created compositions to build a more complex arrangement. It’s also possible to mix and match videos exclusively created by other people.
  15. 15. AUDIOPLATFORMS No radio channels see increases at a total level this wave, with 18-24s showing particular decline in usage of commercial stations. However, Heart, Absolute and Amazon Music see increases among 35-44s this wave and 65+ also show minor increases for many channels _15 Change in use of Audio Channels, Wave 7 Change in use of Audio Channels (Net using more Wave 7 Vs. Wave 6) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 10% 6% 5% 4% 4% 3% 3% 3% 14% 10% 14% 10% 5% 6% 4% 9% 19% 18% 29% 24% 12% 17% 11% 19% 4% 3% 6% 6% 3% 4% 3% 5% 3% 2% 6% 7% 2% 4% 3% 6% 49% 61% 39% 48% 74% 65% 76% 59% Spotify Amazon Music BBC Sounds / BBC Radio Heart Radio Apple Music Absolute Radio LBC Capital 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+ Heart Radio 0% -5% 1% 4% -2% -2% 1% Amazon Music -1% -1% -2% 5% 2% -8% 0% Apple Music -1% -2% 2% -1% -3% -1% -1% LBC -1% -1% 2% -1% -2% -1% -2% Capital Radio -1% -7% -1% 2% -4% 0% 0% BBC Sounds / BBC Radio -1% -4% -2% -3% -4% 1% 2% Spotify -1% -1% 0% -4% 1% -5% 1% Absolute Radio -1% -5% -6% 5% -4% 0% 1%
  16. 16. NEWSBRANDS Consumption of news brands has either remained flat or declined at a total level this wave, with decreases driven by 25-34s and 55-64s. Interestingly 18-24s show the biggest increases this wave, especially for Huffington Post, The Guardian & The Mirror _16 Change in use of newspaper brands, Wave 7 Change in use of newspaper brands (Net using more Wave 7 Vs. Wave 6) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? 6% 4% 4% 3% 3% 2% 2% 2% 11% 8% 7% 7% 6% 4% 6% 4% 23% 17% 20% 18% 18% 16% 19% 17% 5% 4% 4% 3% 4% 6% 5% 3% 6% 5% 6% 5% 4% 16% 5% 3% 48% 63% 59% 64% 65% 55% 64% 71% The Daily Mail The Guardian The Sun The Mirror The Telegraph Metro 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 Mirror 0% 4% -2% 1% 1% -3% 1% The Daily Mail 0% -1% -3% 2% 1% -1% 1% Huffington Post -1% 6% -5% -1% -2% -2% 1% The Guardian -1% 6% -5% -4% 2% -2% -1% The Times -1% 2% -3% 1% -4% -2% -1% The Sun -1% 3% -1% -5% -1% -4% 0% Metro -2% -3% -3% 0% -2% -3% 0% The Telegraph -2% 0% -4% 0% -2% -2% -2%
  17. 17. TVCHANNELS We still consume more TV than pre-COVID, especially BBC News, but there has been a further drop for most channels this wave. While 65+ are consuming more TV, there are notable decreases for 25-34s and 55-64s. 18-24s have upped their consumption of Sky News. How would you describe your use of the following TV channels, compared to the time before COVID-19? 27% 11% 10% 9% 8% 7% 5% 32% 16% 23% 25% 15% 20% 15% 25% 25% 50% 47% 28% 54% 54% 4% 3% 5% 5% 5% 6% 7% 5% 4% 4% 4% 5% 5% 5% 8% 39% 7% 10% 40% 9% 14% BBC News Sky News ITV BBC (other channels) 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 7 Change in use of TV Channels (Net using more Wave 7 vs. Wave 6) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Channel 4 0% 3% 0% 4% -5% -2% 2% Channel 5 -1% -6% 2% 0% -2% -3% 2% BBC (other channels) -1% 1% -4% -3% 1% -2% 0% ITV -1% -5% -5% -1% 2% -5% 5% Sky News -1% 8% -3% -6% -2% -5% 3% BBC News -2% -2% -7% -5% 1% 1% 0% Sky (other channels) -2% -3% -8% -2% 2% -7% 2%
  18. 18. VOD&STREAMING Usage of VOD & streaming platforms has dropped for all brands since the previous wave; greatest drops in BVOD are amongst 18-24s How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? 27% 19% 12% 12% 5% 4% 3% 3% 21% 27% 25% 17% 16% 13% 7% 4% 16% 34% 36% 21% 37% 39% 32% 11% 2% 4% 4% 4% 6% 5% 6% 3% 2% 3% 4% 3% 4% 4% 4% 2% 32% 13% 19% 44% 32% 34% 48% 78% Netflix YouTube BBC iPlayer Amazon Prime Video 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 7 Change in use of video on demand & streaming platforms (Net using more Wave 7 Vs. Wave 6) Total 18-24 25-34 35-44 45-54 55-64 65+ All 4 -1% -5% 5% 0% -3% -1% -1% YouTube -1% 1% 0% -1% -2% -2% -1% Amazon Prime Video -1% -3% -5% -6% 1% -1% 3% ITV Hub -1% -8% -2% 1% 1% -1% -1% My5 -2% -5% 2% -6% 0% -2% -1% BBC iPlayer -2% -2% -1% -5% -5% 3% -1% Apple + -2% -2% -3% 0% -4% -4% -1% Netflix -3% 3% -4% -4% -1% -10% -1%
  19. 19. Role of media and content
  20. 20. NEWSSOURCES TV continues to decline, particularly for 18-44s, as people are turning to specific news websites to get more information on COVID-19 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 Primary / preferred source of news re: COVID-19 Wave 7 Primary / preferred source of news re: COVID-19 Net gains Wave 7 vs. Wave 6 Total 18-24 25-34 35-44 45-54 55-64 65+ TV 53% 29% 38% 43% 63% 59% 71% News websites 23% 27% 29% 31% 21% 21% 13% Social media 8% 21% 13% 11% 4% 2% 1% Newspapers 5% 6% 5% 3% 3% 6% 7% Radio 4% 5% 4% 3% 3% 7% 5% Friends & Family 3% 6% 5% 5% 2% 2% 2% Podcasts 1% 1% 3% 1% 2% 1% 0% Magazines 1% 3% 2% 1% 1% 1% 0% Total 18-24 25-34 35-44 45-54 55-64 65+ News websites 2% -1% 4% 5% -3% 4% 1% Magazines 0% 2% 1% -1% 0% 0% 0% Podcasts 0% -1% 2% -1% 0% 0% 0% Friends & Family 0% -1% -1% 1% 0% 0% 1% Newspapers 0% 2% 1% -1% -2% -1% 0% Social media 0% 2% 2% 3% -5% -1% -2% TV -1% -5% -8% -8% 10% -3% 4% Radio -1% 1% -2% 1% -1% 1% -5%
  21. 21. TRUSTWORTHYSOURCES Which of the following do you trust for factually correct information about COVID-19? Trust in the Daily Mail has grown amongst younger age groups (18-44s), whilst trust in the BBC drops slightly driven by the same age group; however the BBC still continues to be the most trusted source of COVID information Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19 Wave 7 Trustworthy sources of information re: COVID-19 Net gains Wave 7 vs. Wave 6 0% 10% 20% 30% 40% 50% 60% 70% 80% BBC SKY News The Guardian Friends & Family Daily Mail Other Facebook Twitter Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Significantly higher/lower than previous wave Total 18-24 25-34 35-44 45-54 55-64 65+ BBC 63% 54% 59% 63% 61% 72% 69% SKY News 27% 24% 34% 32% 27% 23% 23% The Guardian 13% 20% 14% 15% 16% 12% 6% Friends & Family 12% 16% 14% 11% 14% 8% 9% Daily Mail 11% 17% 9% 10% 8% 10% 14% Facebook 7% 8% 11% 14% 6% 2% 3% Twitter 5% 12% 6% 5% 5% 2% 1% Total 18-24 25-34 35-44 45-54 55-64 65+ SKY News 2% -4% 5% 1% -1% 0% 7% Daily Mail 1% 8% 4% 2% 1% -2% -2% Friends & Family 1% 0% 0% 1% 5% -2% 1% The Guardian 0% -2% -1% 4% 2% 1% -2% Facebook 0% -3% 1% 5% -1% -1% 0% Twitter 0% 2% -2% 0% 0% 0% -1% BBC -1% -2% -3% -3% -2% 2% 1%
  22. 22. COMMUNICATION There has been a rise in video calls, driven by 18-34s; however there has been a large drop in talking on the phone for 18-24s since the previous wave 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% 20% 32% 30% 28% 34% 28% 22% 33% 37% 3% 3% 4% 5%1% 1% 2% 3%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 7 Change in communication since COVID-19 (Net using more Wave 7 vs. Wave 6) Total 18-24 25-34 35-44 45-54 55-64 65+ Video Calls 1% 3% 1% 0% -1% -1% 2% Messaging -2% -1% 2% -6% 5% -4% -4% Social Media platforms -2% -1% -2% -3% -1% -5% -1% Talking on the phone -2% -14% -2% 1% 3% -4% -1%
  23. 23. CONTENTAREAS 18-24s are consuming content from more interest areas than last wave, in particular travel, amid talk of airlines restarting and holiday destinations opening back up again 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 7 Change in consumption of areas of interest (Net consuming more Wave 7 vs. Wave 6) 29% 14% 12% 11% 7% 4% 4% 3% 35% 26% 23% 25% 14% 15% 8% 6% 25% 47% 45% 38% 25% 49% 25% 23% 4% 4% 6% 4% 5% 6% 11% 13% 2% 2% 6% 4% 4% 5% 40% 26% 3% 6% 8% 17% 44% 21% 12% 28% 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+ Travel 1% 9% -4% -3% 2% 3% 1% Entertainment 0% 5% -2% -1% -2% -2% 2% Sport -1% 0% 1% -2% -5% -1% 0% Home & Garden -2% 7% 1% -1% -4% -6% -4% News -2% 1% -4% -3% -2% -1% -5% Science & Technology -3% 7% -4% -6% 0% -6% -3% Gaming -3% -2% -6% -8% 4% -3% -1% Food -5% 2% -5% -7% -6% -6% -4%
  24. 24. NEEDSTATES Distraction is becoming a more important need, driven particularly by 18- 24s, who could be getting bored of the monotony of lockdown; the need for practical advice has dropped massively for 55-64s 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 7 Change in media needs (Net more important Wave 7 vs. Wave 6) 31% 21% 18% 18% 17% 14% 12% 11% 35% 32% 31% 30% 35% 29% 28% 29% 29% 40% 44% 41% 39% 43% 49% 51% 3% 3% 4% 5% 5% 7% 6% 5% 2% 3% 3% 7% 4% 7% 5% 4% 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+ Distraction 1% 11% -2% -3% 1% -3% 5% Inspiration -1% 0% 7% 2% -5% -7% -1% Unwind -1% 5% -3% -1% -2% -2% -2% Escapism -2% -4% -2% -4% 0% -3% 1% Comfort -2% 5% -3% -3% -6% -2% 0% Connection -2% -2% 2% -4% -5% -2% -3% For practical advice -4% 5% -5% -6% 2% -14% -2% Information -4% 0% -5% -6% -1% -2% -7%
  25. 25. NEEDSTATES While live football is slowly returning to our TV screens, with no audiences allowed in the stadiums, clubs are experimenting with ways of keeping the atmosphere alive _25 Sky Sports announced EA Sports had created bespoke and team-specific crowd noise and chants to replicate the vibrant atmosphere of Premier League clashes, so fans don't miss out on the noise that goes with the action. Viewers will be able to select the Sky channel to watch with the added sound or without it. In Denmark, AGF Aarhus will welcome local rivals Randers for the reopening of the season, with a giant screen of 40 metres long and 3m high, filled with fans watching via Zoom. Supporters have signed up for free tickets to take part, with two smaller screens allowing for neutrals and away fans to be there too. The concept, created in partnership with Zoom, has taken weeks of preparation. Both Sky Sports and BT Sport have announced co-watching features. Sky Sports Fanzone will allow users to watch select matches with friends in a video room including a live chat function, predictions posting, join in-match polls and use the Sky Sports stats. BT Sports revealed plans to launch a new ‘Watch Together’ social tool which enables viewers to watch games on the BT Sport App with friends using split screen technology.
  26. 26. Broader consumer behaviour
  27. 27. ACTIVITIES 18-24s have seen an increase in all activities wave on wave, as older age groups, particularly 55-64s, are losing interest in most activities; DIY has seen the greatest decline, possibly as people run out of things to fix up around their homes In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19? Change in activities Wave 7 Change in activities since COVID-19 (Net using more Wave 7 vs. Wave 6) 20% 20% 18% 15% 11% 10% 10% 9% 33% 30% 30% 26% 24% 21% 20% 26% 38% 43% 44% 36% 36% 35% 28% 40% 4% 4% 5% 6% 4% 12% 4% 6% 2% 1% 2% 4% 4% 8% 3% 5% 4% 1% 1% 12% 21% 13% 35% 13% Cooking Cleaning Relaxing Reading books Doing puzzles, board games or crafts Fitness Playing computer / video games DIY 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+ Reading books 2% 9% 0% 3% 0% 2% 0% Cooking 0% 8% 1% 6% -2% -8% 1% Playing computer / video games -1% 1% -6% 4% 2% -3% 0% Doing puzzles, board games or crafts -1% 11% 0% 1% -4% -7% -4% Relaxing -2% 7% 7% 0% -9% -4% -6% Cleaning -2% 1% -3% 0% -5% -5% 0% Fitness -3% 3% -4% -3% -8% -5% 1% DIY -4% 5% -4% -2% -11% -7% -2%
  28. 28. 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? People are still reading and learning new hobbies such as gardening more than pre Covid-19. Fitness and reading have seen large increases this wave for the 18- 24s. 45+s are doing less across the board with regard to starting new hobbies New hobbies / activities undertaken Wave 7 Change in New hobbies / activities (Net already started / definitely intend to more Wave 7 vs. Wave 6) 24% 15% 13% 10% 7% 6% 6% 3% 18% 12% 12% 10% 10% 7% 10% 7% 30% 30% 26% 26% 22% 18% 20% 14% 14% 21% 22% 26% 23% 24% 20% 22% 9% 19% 25% 26% 37% 44% 41% 51% 4% 3% 2% 2% 2% 2% 3% 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 18-24 25-34 35-44 45-54 55-64 65+ Take up a new form of fitness 10% 1% 8% -6% -4% -3% Read more 9% -1% 10% 2% 2% -1% Learn a new hobby e.g. gardening, cooking, knitting 6% 6% 6% 3% -2% 4% Take part in training through my existing workplace 4% -4% -2% 1% -3% 0% Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA 4% 1% 4% 2% -3% 1% Take a short educational course 2% 3% 6% -5% 0% 2% Learn a new skill (e.g. arts, crafts, musical instrument) 1% 3% 2% 3% 2% 3% Learn a new language -5% -6% -2% 4% -3% 2%
  29. 29. LEISURESPENDING People are still spending an increased amount on digital entertainment vs. pre- COVID, with entertainment subscriptions seeing further increases across 18-44s this wave. The under 35s have also upped their spending on fitness, whilst 45+s have decreased spend in most areas 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 7 6% 6% 5% 3% 3% 3% 2% 2% 14% 15% 13% 7% 10% 7% 4% 5% 46% 24% 26% 14% 20% 22% 13% 11% 4% 13% 5% 3% 5% 6% 5% 3% 3% 23% 5% 4% 5% 6% 15% 3% 27% 19% 46% 70% 56% 56% 60% 75% Entertainment subscription services e.g. Netflix Takeaway / food for delivery Digital purchases of films e.g. Sky store, Amazon Prime Virtual / online gym / fitness classes Education / self- improvement / learning new skills Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass Gym / fitness club memberships Online dating apps / websites 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 7 vs. Wave 6) 18-24 25-34 35-44 45-54 55-64 65+ Entertainment subscription services e.g. Netflix 3% 1% 2% -1% -1% 0% Virtual / online gym / fitness classes 3% 4% 5% -6% -2% 0% Gym / fitness club memberships 2% 2% 2% -2% -2% 0% Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass 1% 0% 1% -4% -4% -1% Digital purchases of films e.g. Sky store, Amazon Prime -1% -2% 0% -5% -3% 0% Online dating apps / websites -2% 6% -7% -2% -1% 3% Education / self-improvement / learning new skills -4% 2% 1% 1% -3% -2% Takeaway / food for delivery -6% 4% 0% -3% -5% -1%
  30. 30. 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? With the majority of big purchases still on hold, 18-44s remain the most likely to say they will be delaying buying big ticket items. 55+’s are more open to buying a car and making home improvements Change in big purchase intentions Wave 7 Change in big purchase intentions (Net Definitely / Probably will delay Wave 7 vs. Wave 6) 39% 13% 11% 11% 9% 7% 5% 5% 19% 14% 22% 16% 10% 13% 11% 12% 9% 8% 20% 14% 8% 17% 10% 17% 6% 6% 15% 8% 5% 13% 6% 16% 26% 59% 32% 51% 68% 50% 68% 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+ Buying a car 6% 5% 5% -7% -3% -2% Making home improvements 3% 2% 7% 5% -4% -3% Booking a holiday 1% 4% -2% -1% -3% -2% Investing in Further Education (Undergraduate degree, Master, other formal qualification) -1% 2% 6% -2% -2% 0% Buying or selling a property (house or flat) -2% -2% 4% 1% -1% 0% Switching utility providers (gas/ electric, internet, mobile phone etc.) -2% 1% 1% 1% 5% -1% Taking out a new insurance policy / switching provider -3% 2% 0% -1% -1% -3% Buying a new mobile phone handset -8% 4% 3% -9% -1% -2%
  31. 31. SHOPPING Online shopping spend continues to increase, driven by 25-44s. 35+s are less likely to be shopping in-store compared to those under 35. We will continue to watch this as more non essential shops open 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? 17% 4% 32% 13% 34% 24% 7% 19% 6% 39% 4% 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 Change in shopping habits Wave 7 Change in shopping habits (Net spending more Wave 7 vs. Wave 6) 18-24 25-34 35-44 45-54 55-64 65+ In-store shopping 1% -1% -5% -4% 1% -6% Online shopping -5% 4% 3% 1% -1% -3%
  32. 32. BRICKS&MORTARSHOPPING Food and drink remains the main driver of spend in-store, but we also see increases in clothing and other leisure goods for the 18-24s. This wave, 45-64s are spending less in-store 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 7 Change in in-store shopping habits (Net spending more Wave 7 vs. Wave 6) 10% 4% 3% 3% 3% 2% 2% 2% 23% 5% 6% 8% 7% 9% 6% 8% 37% 30% 32% 38% 38% 38% 40% 44% 13% 6% 14% 7% 10% 10% 10% 13% 15% 15% 41% 25% 34% 25% 31% 25% 1% 40% 4% 20% 9% 16% 10% 7% Food and drink Computer / video games Clothing, accessories and footwear (incl. Sportswear) Leisure Goods (DVDs, film, TV series, music) Homewares and furniture Leisure Goods (Books, board games and stationery) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 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 18-24 25-34 35-44 45-54 55-64 65+ Clothing, accessories and footwear (incl. Sportswear) 13% 1% 0% -3% -3% 1% Leisure Goods (Books, board games and stationery) 8% -2% 2% -5% -2% 1% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 4% -5% 4% -2% 0% 2% Food and drink 1% 2% 3% -5% -2% 1% Health and beauty 1% 0% 2% -5% -4% 1% Homewares and furniture 1% -1% 6% 0% -4% 0% Computer / video games -1% 0% 6% -6% -1% 1% Leisure Goods (DVDs, film, TV series, music) -2% 2% -1% -5% -2% -3%
  33. 33. SOCIALMEDIA Retailers are turning to tech to control the number of people in their stores _33 Aldi is launching a new “automated traffic light system” across its entire UK store estate to limit the number of shoppers allowed instore at any one time. Following a successful trial of the technology, Aldi will roll the system out nationwide starting this week as it becomes the latest retailer to prepare to implement social distancing long after lockdown is lifted. Tesco has introduced a new automated queuing system using “3D body imaging” to track the number of people in store and ensure social distancing is maintained. Customers waiting to enter the store will be presented with a digital kiosk at the entrance which displays both the number of shoppers currently in the store and the maximum number allowed in to maintain social distancing. In US, Pandora has partnered with Waitlist.Me platform which normally has been used by restaurants to manage bookings, but it recently expanded its services to retail store. Partnership allows customers to book appointments in stores and in turn enables the retailer to observe social-distancing measures by controlling customer numbers and preventing the formation of queues.
  34. 34. E.COMMERCE Food & drink remains top for online shopping spend; clothing, electrical items and leisure goods see increases for under 44s. 55-64s are spending less online in all categories 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 7 Change in online shopping habits (Net spending more Wave 7 vs. Wave 6) 14% 6% 4% 4% 4% 4% 3% 3% 18% 17% 16% 12% 10% 16% 12% 15% 35% 38% 42% 47% 35% 43% 44% 44% 6% 11% 8% 8% 5% 9% 7% 7% 5% 18% 13% 16% 9% 10% 17% 12% 22% 10% 17% 13% 38% 18% 16% 19% Food and drink Clothing, accessories and footwear (incl. Sportswear) Leisure Goods (books, board games and stationery) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Computer / Video Games Health and beauty Homewares and furniture Leisure Goods (DVDs, film, TV series, music) 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+ Leisure Goods (books, board games and stationery) 6% 0% 3% 1% -7% -1% Clothing, accessories and footwear (incl. Sportswear) 5% 3% 7% -1% -5% -4% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 5% 1% 5% 0% -7% 0% Health and beauty 4% -3% 3% -4% -6% -3% Homewares and furniture 4% -5% 2% -1% -2% -3% Leisure Goods (DVDs, film, TV series, music) 3% 2% 6% -2% -3% 1% Computer / Video Games 0% -5% 1% 0% -4% -1% Food and drink -4% -4% 7% -1% -6% -4%
  35. 35. 35 In summary Media consumption across many channels has seen a very small decline, as the government have relaxed the rules and people potentially spend more time out of home. Relaxation of Covid restrictions has impacted peoples behaviour, more likely to feel that they need to social distance, yet considering returning to the shops. Younger people are changing their behaviour more significantly than any other age group as they crave a return to some sense of normal, having been more impacted by Covid restrictions than other generations.
  36. 36. 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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