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COVID-19 // Media Behaviours Report Vol.2 // Havas Media UK POV

Vol.2: 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 second 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.2 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 1st April 2020 Wave 2
  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 second wave of results. Fieldwork was carried out over a 24 hour period from 30-31 March. The sample size is 1,487 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 _3
  4. 4. • People are increasingly modifying their behaviour now that stricter controls on social distancing and self isolation are in place. We are seeing a much bigger impact on working patterns. • We are feeling more informed and less confused than we were two weeks ago, although we are considerably more lonely. • The swing towards trusted and meaningful media channels and brands continues, with further growth for live TV, The BBC and newsbrands. • The upswing in consumption across all media channels has continued to grow over the last 2 weeks, with further reduction in exposure to OOH, to be expected as the UK has gone in to stricter lock down. • Unsurprisingly, news and entertainment content are the most sought out as they were in wave 1, however we are seeing strong growth in both cooking and home & garden content as people settle in to new home bound lives. • The primary content requirement is for information, however we are seeing an increase in need for connection and inspiration wave on wave, indicating the effects of social isolation on our needs. • We added a question around self improvement this wave and can see that people plan to read more and take up a new hobby or skill. Younger people are also more likely to consider some form of education learning at this time. • We added a question around spend on big ticket items this wave and can see that people are putting off these purchasing decisions in all areas, except insurance. EXECUTIVESUMMARY Executive summary
  5. 5. CONSUMERMINDSET _5 While anxiety is still high, the feeling of being well informed has grown and confusion decreased. Unsurprisingly, with the lockdown in place, the number of people feeling isolated has increased Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 2 only 39% 28% 22% 10% 19% 21% 8% 6% 4% 41% 37% 21% 18% 17% 12% 10% 9% 2% Anxious Well informed Overwhelmed Isolated / lonely Unsafe Confused Reassured More connected to my community Other Wave 1 Wave 2 Significantly higher/lower than previous wave 18-24 25-34 35-44 45-54 55-64 65+ Anxious 39% 43% 45% 44% 51% 31% Overwhelmed 31% 27% 21% 24% 18% 13% Isolated / lonely 29% 20% 22% 17% 16% 12% Confused 25% 16% 14% 7% 9% 7% Well informed 23% 27% 32% 38% 46% 48% Unsafe 21% 23% 20% 13% 17% 12% Reassured 7% 14% 6% 11% 8% 11% More connected to my community 7% 11% 9% 9% 9% 10% Other 1% 0% 1% 1% 2% 4% What impact has news coverage of COVID-19 had on your mental wellbeing?
  6. 6. CONSUMERMINDSET With anxiety on the rise, brands and charities are becoming more mindful of this, and we are seeing greater prevalence of mental health messaging. _6 Public Health England launched a campaign encouraging people to take care of their minds, which also promises an additional £5m in funding for mental health charities and has been supported by the Duke and Duchess of Cambridge. Metal health is also becoming a focal point for social media platforms. Snapchat was first to add mental health feature called ‘Here For You’ offering resources meant to help users combat anxiety and depression. Similarly, Pinterest launched ‘compassionate search’ to the web which is a collection of emotional well-being activities created with the help of experts. Charities also offer support. Mind is adapting its Workplace Wellbeing programme to help businesses and their workers to cope with the coronavirus pandemic. Pregnancy charity Tommy’s built a voice skill equipped with all the answers to questions from worried expectant mums stuck in lockdown.
  7. 7. LIFESTYLE _7 As the ‘new normal’ sets in, we are seeing greater changes in working patterns and higher numbers of people social distancing and self isolating. Change in working situation – TOTAL Change in working situation– BY AGE Change in personal / social situation – TOTAL Change in personal / social situation – BY AGE 48% 14% 8% 18% 10% 3% 7% 30% 25% 21% 15% 8% 2% 6% 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) None Wave 1 Wave 2 53% 19% 15% 23% 60% 38% 22% 2% 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 18-24 25-34 35-44 45-54 55-64 65+ WFH all the time 31% 37% 27% 23% 20% 14% Stopped working altogether 27% 22% 22% 27% 19% 13% WFH more often 22% 26% 22% 15% 7% 3% Working reduced hours 15% 9% 11% 9% 9% 1% No change 11% 13% 24% 29% 41% 54% Working shifted hours 5% 5% 3% 1% 0% 0% None 0% 0% 2% 4% 10% 17% 18-24 25-34 35-44 45-54 55-64 65+ I'm social distancing 53% 54% 60% 66% 61% 62% I've chosen to self-isolate 43% 39% 37% 31% 35% 43% I've been advised/forced to self-isolate 30% 29% 18% 23% 14% 21% No change 2% 3% 3% 2% 4% 2% 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
  8. 8. LIFESTYLE Schools across the country have also closed since the first wave of this report, seeing parents struggle to educate and entertain at home. Some brands have taken this as an opportunity to help through free content and experiences _8 US brands are creating platforms aimed at families looking for things to do while home during coronavirus-related school closures. Hasbro built Bring Home the Fun website features games and activities for kids but also mindfulness videos and parenting advice. Nature’s bakery launched The Snack Sized Adventure campaign is centred around a website with game ideas for kids stuck at home. Google launched 3D animals feature last year but COVID-19 made it into something of a saviour for many parents who have been looking for ways to fill the day. It will be interesting to see if sudden rise of popularity will have a ripple effect for other educational AR apps such as BBC’s Civilisations and AR in general. In order to support struggling parents, brands and platforms have created new content or made the existing content free. Minecraft has added an Education category to its Marketplace offering free lessons (including tour of International Space Station). Similarly Amazon made some of the kids' shows on its Prime Video streaming service free.
  9. 9. LIFESTYLE _9 Following strict restrictions put in place by the government, people across all age groups are increasingly avoiding public places, particularly older generations 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 – BY AGE 64% 62% 59% 55% 60% 53% 32% 36% 82% 80% 78% 78% 76% 73% 60% 57% Restaurants, pubs & bars Cinemas Public transport Shopping centres International travel Sports events The workplace Shops in general Wave 1 Wave 2 18-24 25-34 35-44 45-54 55-64 65+ Restaurants, pubs & bars 71% 73% 77% 88% 87% 91% Public transport 70% 72% 75% 83% 85% 88% Cinemas 70% 72% 74% 81% 83% 87% Shopping centres 67% 70% 74% 80% 83% 85% International travel 63% 69% 72% 77% 82% 83% Sports events 60% 67% 69% 76% 80% 82% The workplace 55% 59% 57% 58% 62% 65% Shops in general 52% 59% 54% 58% 56% 61%
  10. 10. LIFESTYLE There is still life outside, but you can’t get too close to it _10 UK retailers whose shop will remain open during the lockdown have put in place a range of new social distancing measures to protect staff and customers. Tesco went live with a new TV campaign, which was shot on a two-day turnaround, explaining the new measures taken at their stores. Lockdown had a profound impact on the OOH landscape. However, despite self isolation, there are meaningful ways of leveraging this channel! JCDecaux in Australia launched a campaign across its network to thank essential workers. OOH is also being used to reach those who defy the restrictions put in place by the government. Snapchat introduced lens called labelled "My Social Distance”. It encourages users to "practice social distancing" and creates an AR circle on the ground to help visualize the necessary space recommended by the WHO and other health organizations.
  11. 11. Media behaviour changes
  12. 12. CHANNELCHANGES _12 Media consumption continues to rise further this wave, seeing huge gains across live TV, video, social media and video streaming as we look to entertain and inform ourselves at home Change in media channel usage, Wave 2 34% 34% 32% 31% 18% 15% 15% 30% 27% 23% 30% 23% 21% 20% 28% 25% 20% 27% 31% 22% 26% 3% 3% 2% 2% 5% 4% 4% 2% 1% 1% 1% 7% 2% 3% 4% 10% 22% 10% 15% 36% 33% Watching live TV (on TV set or other device) Visiting Social Media websites Video streaming (e.g. Netflix, Amazon Prime) Watching video on demand (e.g. iPlayer, Now TV, YouTube) Reading Newspapers (either physical copy or online) Mobile gaming (e.g. Candy Crush, Clash of Clans) Music streaming (e.g. Spotify, Deezer) 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 14% 13% 11% 7% 4% 4% 16% 23% 18% 15% 3% 6% 23% 36% 36% 24% 6% 16% 3% 9% 4% 3% 3% 7% 3% 6% 4% 3% 55% 31% 42% 13% 27% 47% 29% 37% PC & Console gaming. Listening to the Radio Reading Magazines (physical copy or online) Listening to podcasts Visiting the Cinema Posters on street or on public transport NET doing more of (w2 VS. w1) +15% +21% +16% +22% +9% +15% +13% +10% +8% +10% +7% 0% -1% NET doing less of (w2 VS. w1) +1% -2% 0% -1% +4% -1% 0% -1% +7% 0% -1% +10% +17% How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
  13. 13. CHANNELCHANGES _13 Compared to wave 1, we have seen further increases across YV, video, social media and streaming while OOH continues to reduce Change in media channel usage, Wave 2 Change Wave 2 vs. Wave 1 NET DOING MORE OF NET DOING LESS OF Watching live TV (on TV set or other device) 64% 5% Visiting Social Media websites 61% 4% Watching video on demand (e.g. iPlayer, Now TV) 61% 3% Video streaming (e.g. Netflix, Amazon Prime) 55% 3% Reading Newspapers (either physical copy or online) 41% 12% Listening to the Radio 36% 15% Mobile gaming (e.g. Candy Crush, Slash of Clans) 36% 6% Music streaming (e.g. Spotify, Deezer) 35% 7% PC & Console gaming 30% 6% Reading Magazines (either physical copy or online) 29% 8% Listening to podcasts 22% 6% Posters on street or on public transport 10% 38% Visiting the Cinema 7% 58% 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 15% 1% 21% -2% 22% -1% 16% 0% 9% 4% 8% 7% 15% -1% 13% 0% 10% -1% 10% 0% 7% -1% -1% 17% 0% 10%
  14. 14. CHANNELCHANGES _14 Compared to wave 1, we have seen further increases across YV, video, social media and streaming while OOH continues to reduce Change in media channel usage wave 2, by age Change in use of media (Net using more Wave 2 vs. Wave 1) How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? NET GAIN/LOSS 18-24 25-34 35-44 45-54 55-64 65+ Video streaming (e.g. Netflix, Amazon Prime) 79% 74% 64% 58% 40% 19% Watching video on demand (e.g. iPlayer, Now TV) 79% 76% 67% 61% 49% 27% Visiting Social Media websites 78% 71% 66% 63% 44% 32% Watching live TV (on TV set or other device) 62% 63% 60% 65% 60% 50% Music streaming (e.g. Spotify, Deezer) 53% 48% 41% 26% 12% 5% Mobile gaming (e.g. Candy Crush, Slash of Clans) 53% 44% 42% 29% 18% 7% PC & Console gaming. 50% 39% 28% 22% 11% 5% Reading Newspapers (physical copy or online) 29% 31% 31% 42% 32% 15% Listening to podcasts 29% 29% 20% 15% 7% 3% Reading Magazines (physical copy or online) 25% 30% 21% 25% 14% 13% Listening to the Radio 14% 22% 18% 32% 26% 18% Posters on street or on public transport -24% -20% -26% -26% -37% -2% Visiting the Cinema -55% -48% -50% -54% -50% -43% Total 18-24 25-34 35-44 45-54 55-64 65+ 16% 17% 17% 28% 21% 13% 4% 22% 18% 18% 29% 25% 22% 13% 21% 23% 16% 27% 29% 14% 17% 15% 11% 14% 17% 20% 19% 12% 14% 16% 26% 14% 4% 3% 14% 21% 16% 28% 18% 14% 5% 21% 10% 11% 17% 12% 10% 2% 10% 9% 0% 7% 10% 14% 15% 9% 12% 9% 12% 7% 4% 5% 12% 10% 9% 6% 10% 15% 4% 11% 1% -3% -2% 10% 3% 0% 1% -17% -14% -18% -12% -26% -20% -17% 0% -1% 1% 1% -2% 1% 0%
  15. 15. LIFESTYLE In response to these changes in channel and platform usage, the entertainment landscape is evolving to meet new needs. _15 US TV channels are getting serious about eSports. NASCAR was the first sport to make the jump and Fox has revealed that the inaugural eNASCAR race drew 903,000 viewer! Fox has now has committed to cover the rest of the season. F1 organised the All-Star Battle, featuring Formula 1’s Max Verstappen and attracted over 500,000 viewers. Now NBA reportedly plans a 'players-only' 2K tournament that will air on ESPN. Will the UK follow? Despite more and more musicians moving to livestreaming, the livelihood of many of them is far from certain. The last 2 weeks have seen launches of numerous initiatives aiming to support them. SoundCloud and Bandsintown offer ‘fast- tracked’ access to Twitch monetization while Spotify unveiled their own Music Relief project enabling anyone to donate to their favourite artists. The considerable time that we have spent streaming content, playing games and watching YouTube has put Europe’s internet providers under significant strain. This has lead to all major streaming and video platforms reducing the video quality and to gaming platforms to slowing down game downloads.
  16. 16. SOCIALMEDIA All social platforms have made gains in usage, with Facebook and WhatsApp benefitting the most; continuing to make further gains wave on wave across all age groups _16 Change in use of Social Media Platforms, Wave 2 Change in use of Social Media Platforms (Net using more Wave 2 VS. Wave 1) 29% 27% 18% 12% 10% 9% 5% 5% 25% 24% 15% 14% 9% 7% 6% 7% 26% 19% 19% 22% 14% 9% 10% 21% 3% 3% 2% 4% 2% 2% 2% 4% 2% 2% 3% 3% 3% 2% 2% 5% 15% 24% 44% 45% 62% 73% 76% 58% Facebook WhatsApp Instagram Twitter Snapchat TikTok Twitch LinkedIn 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+ WhatsApp 23% 15% 28% 25% 26% 27% 17% Facebook 21% 19% 19% 24% 21% 20% 17% Instagram 12% 18% 19% 17% 7% 6% 4% Snapchat 6% 21% 7% 12% 2% 2% 1% TikTok 5% 17% 5% 10% -1% 0% 0% Twitter 4% 4% 3% 9% 6% 3% 3% Twitch 2% -2% 4% 4% 0% 0% 1% LinkedIn 2% -1% 3% 2% 2% 1% 2% How would you describe your use of the following social media platforms, compared to the time before COVID-19?
  17. 17. SOCIALMEDIA Social platforms are adapting to the new reality _17 The WHO was the first to launch a WhatsApp bot to provide verified information about the outbreak (and also launched a version for Viber). Governments followed suit with the UK, India and Estonia all launching WhatsApp- based chatbots. And in the US, health organisations used Microsoft’s Healthcare Bot to screen patients. Instagram launched a feature called ‘Co-Watching’ which lets friends on a video chat browse through feed posts one user has Liked or Saved, or that Instagram recommends. After Instagram successfully launched the ‘Stay Home’ sticker, Facebook is working on a new COVID-19 themed Reaction, providing another option for people to quickly respond to relevant posts. It’s not the first time Facebook have introduced custom reaction button – e.g. Pride flag or flower for Mother’s Day – however we are not sure what this particular reaction would stand for.
  18. 18. SOCIALMEDIA Spotify has seen the largest gains wave on wave and across most age groups, while the BBC continues to benefit considerably versus the pre Covid situation. _18 Change in use of Audio Channels Wave 2 Change in use of Audio Channels (Net using more Wave 2 VS. Wave 1) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 12% 8% 6% 6% 6% 5% 6% 5% 14% 14% 11% 11% 8% 7% 6% 6% 19% 29% 17% 24% 20% 18% 13% 11% 4% 5% 3% 6% 5% 4% 3% 3% 3% 5% 3% 5% 4% 4% 2% 2% 48% 39% 59% 48% 57% 61% 70% 73% 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+ Spotify 10% 21% 18% 14% 9% 0% 2% Amazon Music 5% -1% 5% 8% 8% 1% 4% Heart Radio 5% -1% 8% 9% 5% 3% 3% BBC Sounds / BBC Radio 4% 4% 5% 1% 7% 3% 4% Apple Music 3% 6% 4% 4% 0% 0% 1% Capital Radio 3% 3% 6% 7% 0% 3% 0% Absolute Radio 3% 2% 4% 2% 4% 4% 1% LBC 2% 0% 3% 5% -3% 0% 3%
  19. 19. NEWSBRANDS The consumption of newsbrands has continued to grow. The Sun is seeing the greatest growth wave on wave, especially vs. 18-24s _19 Change in use of newspaper brands Wave 2 Change in use of newspaper brands (Net using more Wave 2 VS. Wave 1) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? TOTAL 18-24 25-34 34-44 45-54 55-64 65+ The Sun 5% 10% 6% 6% 6% -1% 3% The Daily Mail 5% 1% 7% 3% 6% 6% 3% The Guardian 4% 6% 4% 9% 1% 2% 3% The Telegraph 3% 2% 3% 5% 3% 4% 3% The Times 3% 7% 5% -1% 1% 4% 1% The Mirror 3% 0% 2% 6% 4% 3% 0% Huffington Post 1% -4% 6% 3% 2% 0% 0% Metro 0% -6% 1% 5% 0% 0% 0% 7% 6% 7% 5% 4% 4% 4% 3% 13% 11% 10% 9% 9% 9% 7% 5% 25% 18% 17% 17% 17% 19% 17% 16% 4% 3% 4% 3% 3% 4% 7% 3% 5% 3% 5% 4% 5% 4% 14% 3% 46% 59% 57% 61% 62% 60% 51% 70% The Daily Mail The Guardian The Sun The Telegraph The Mirror The Times 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
  20. 20. TVCHANNELS We continue to see growth in TV across all channels, with the BBC seeing further improvements wave on wave. We are also seeing growth for ITV for the over 35s How would you describe your use of the following TV channels, compared to the time before COVID-19? 38% 14% 16% 16% 10% 10% 8% 30% 27% 25% 20% 22% 18% 17% 18% 40% 45% 24% 51% 28% 53% 3% 4% 4% 3% 5% 3% 5% 2% 3% 2% 3% 4% 4% 4% 9% 13% 8% 34% 8% 37% 14% 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 2 TOTAL 18-24 25-34 35-44 45-54 55-64 65+ BBC (other channels) 16% 20% 17% 16% 19% 11% 14% BBC News 15% 15% 12% 22% 11% 20% 11% ITV 15% 10% 11% 20% 16% 20% 11% Channel 4 12% 11% 13% 19% 12% 14% 6% Channel 5 11% 9% 11% 17% 13% 10% 6% Sky (other channels) 9% 0% 13% 12% 13% 13% 4% Sky News 8% -2% 10% 16% 11% 6% 2% Change in use of TV Channels (Net using more Wave 2 VS. Wave 1)
  21. 21. VOD&STREAMING Netflix, YouTube, Amazon Prime & BBC iPlayer are benefitting from COVID-19. YouTube has seen the greatest growth vs. wave 1 across most age groups, as people seek content across a wide variety of topics. How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? 26% 23% 15% 12% 8% 7% 5% 4% 19% 25% 17% 22% 14% 17% 9% 5% 18% 33% 19% 37% 37% 36% 31% 11% 2% 4% 3% 4% 5% 4% 5% 3% 2% 2% 3% 3% 3% 3% 3% 1% 33% 13% 44% 22% 34% 33% 47% 75% Netlfix YouTube Amazon Prime Video BBC iPlayer All4 ITV Hub My5 Apple+ Never used this Using a lot less Using a bit less Using about the same amount Change in use of video on demand & streaming platforms Wave 2 TOTAL 18-24 25-34 35-44 45-54 55-64 65+ YouTube 20% 20% 15% 31% 22% 20% 14% Netflix 13% 19% 15% 14% 18% 11% 1% BBC iPlayer 12% 17% 16% 10% 8% 14% 8% Amazon Prime Video 11% 20% 14% 16% 12% 4% 2% ITV Hub 10% 13% 9% 11% 13% 12% 5% All 4 9% 18% 9% 11% 11% 4% 3% My5 5% 7% 6% 5% 6% 3% 1% Apple + 2% 5% 2% 6% -1% 1% 1% Change in use of video on demand & streaming platforms (Net using more Wave 2 VS. Wave 1)
  22. 22. Role of media and content
  23. 23. NEWSSOURCES TV remains the preferred source of news on COVID-19, and it has become more so since the previous wave (driven by 18-24s). Meanwhile, there has been a drop in radio as a preferred news source, driven by 45-64s 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 Primary / preferred source of news re: COVID-19 Wave 2 Primary / preferred source of news re: COVID-19 Net gains Wave 2 vs. Wave 1 18-24 25-34 35-44 45-54 55-64 65+ TV 42% 36% 47% 66% 68% 75% News websites 26% 27% 29% 19% 19% 11% Social media 11% 16% 9% 5% 1% 1% Podcasts 8% 2% 2% 2% 1% 0% Friends & Family 5% 5% 4% 3% 1% 1% Radio 2% 1% 2% 4% 3% 5% Magazines 2% 4% 3% 2% 0% 0% Newspapers 2% 7% 3% 3% 5% 5% 18-24 25-34 35-44 45-54 55-64 65+ TV 17% 9% 0% 9% 6% 1% Podcasts 4% -2% 0% 1% 0% 0% News websites -1% -3% 0% -2% 4% -1% Friends & Family -2% -4% 0% 1% -2% 0% Radio -2% -2% -2% -4% -4% -1% Magazines -2% 2% 3% 1% 0% 0% Newspapers -6% 1% -1% -1% 0% 0% Social media -8% 0% 0% 0% -3% 1%
  24. 24. TRUSTWORTHYSOURCES Which of the following do you trust for factually correct information about COVID-19? BBC continues to be the most trustworthy source of information on Covid- 19, particularly amongst 18-24s. While people are trusting friends and family less. Trustworthy sources of information re: COVID-19 Primary / preferred source of news re: COVID-19 Wave 2 Primary / preferred source of news re: COVID-19 Net gains Wave 2 vs. Wave 1 0% 10% 20% 30% 40% 50% 60% 70% 80% The BBC SKY News The Guardian Daily Mail Friends & Family Facebook Twitter Other Wave 1 Wave 2 Significantly higher/lower than previous wave 18-24 25-34 35-44 45-54 55-64 65+ BBC 55% 56% 71% 72% 78% 76% SKY News 32% 33% 34% 33% 28% 27% The Guardian 20% 19% 19% 11% 12% 9% Daily Mail 15% 16% 13% 9% 11% 15% Facebook 13% 18% 13% 7% 1% 5% Friends & Family 11% 9% 10% 8% 10% 13% Twitter 9% 10% 5% 6% 2% 1% Other 5% 2% 3% 5% 7% 10% 18-24 25-34 35-44 45-54 55-64 65+ BBC 9% -1% 2% 5% 11% -5% SKY News 7% 0% 1% -2% 4% -3% Other 1% 0% -2% 1% 0% 2% The Guardian -1% -1% 1% -2% 3% -4% Daily Mail -2% -1% 3% -3% 0% -6% Facebook -2% 2% 3% -2% -2% -3% Twitter -2% 4% -2% -1% -4% 0% Friends & Family -5% 2% -4% 5% -5% -1%
  25. 25. COMMUNICATION People continue to communicate more across all platforms, with video calls increasing most since wave 1, driven particularly by 18-24s 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? 35% 29% 28% 28% 32% 34% 26% 28% 22% 29% 21% 27% 2% 4% 3% 3% 1% 2% 2% 2% Messaging (e.g. WhatsApp, Facebook Messenger) Video Calls (e.g. Facetime, Skype) Talking on the phone Social Media platforms (e.g. Facebook, Instagram)A lot less A bit less About the same A bit more Change in communication since COVID-19 Wave 2 Change in communication since COVID-19 (Net using more Wave 2 vs. Wave 1) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Video Calls (e.g. Facetime, Skype) 29% 34% 29% 27% 27% 34% 24% Messaging (e.g. WhatsApp, Facebook Messenger) 25% 20% 25% 21% 30% 35% 20% Talking on the phone 24% 25% 20% 22% 26% 31% 19% Social Media platforms (e.g. Facebook, Instagram) 21% 21% 23% 19% 21% 27% 17%
  26. 26. CONTENTAREAS We are seeing huge increases in news, entertainment, food and home & garden content, and this is a trend continuing wave on wave. 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 2 Change in consumption of areas of interest (Net consuming more Wave 2 vs. Wave 1) 42% 15% 14% 11% 10% 7% 5% 5% 31% 23% 25% 15% 21% 16% 8% 9% 19% 42% 46% 25% 37% 45% 22% 20% 3% 5% 6% 4% 7% 5% 10% 10% 2% 6% 2% 4% 5% 5% 40% 28% 3% 8% 6% 40% 21% 22% 15% 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+ Food 18% 20% 19% 20% 22% 15% 12% Entertainment 16% 10% 23% 22% 13% 16% 10% Home & Garden 16% 9% 14% 18% 15% 18% 17% News 14% 12% 15% 22% 12% 18% 8% Gaming 11% 14% 15% 17% 9% 7% 2% Science & Technology 5% 1% 7% 10% 3% 7% 1% Sport 3% 6% 6% 6% 0% -1% 0% Travel 2% -2% 7% 3% 0% 2% -1%
  27. 27. NEEDSTATES While information is the top need from media sources, we are seeing an increased need for connection and escapism wave on wave, as people seek to find ways to cope with the situation. 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 2 Change in media needs (Net more important Wave 2 VS. Wave 1) 46% 25% 25% 23% 23% 22% 20% 15% 30% 31% 32% 30% 30% 31% 28% 31% 21% 37% 38% 37% 39% 41% 39% 42% 2% 3% 3% 5% 5% 4% 6% 7% 1% 3% 2% 5% 3% 2% 7% 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+ Connection 17% 14% 18% 18% 18% 21% 10% Escapism 15% 16% 12% 19% 17% 19% 8% Inspiration 15% 15% 22% 18% 16% 11% 8% Comfort 14% 11% 18% 16% 18% 12% 8% Distraction 13% 8% 12% 13% 16% 19% 9% Unwind 12% 7% 8% 18% 18% 18% 5% Information 12% 14% 10% 12% 14% 18% 9% For practical advice 3% 5% 6% 8% 5% 2% -6%
  28. 28. NEEDSTATES Numerous brands have created digital backgrounds for Zoom users who want to spruce up the appearance of their surroundings and there are some surprise entries! Such as Audi which recently released specially curated images “allowing fans to enjoy the thrill of the road while working from home”. Are there problems in video call paradise? Houseparty is currently an object of online rumours alleging that downloading the app led to other services being hacked, however the service said it is a smear campaign and offered $1m reward for proof of sabotage. Zoom is now facing a privacy and security backlash as security experts, privacy advocates, lawmakers, and even the FBI warn that Zoom’s default settings aren’t secure enough. COVID-19 outbreak disrupted the world of content production and forced a move to remote production. The result of which are ads created from user- generated footage of real human interactions that are filmed authentically, and safely, from home. And right now they all celebrate the power of connection between us as seen in ads by Jack Daniels or Vodafone Italy. Connection is more important than it has ever been, although with it comes some caution around privacy
  29. 29. Broader consumer behaviour
  30. 30. ACTIVITIES All activities continue to increase as lockdown has become stricter. Cooking, relaxing and DIY have increased the most, and span a broad age range. In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19? Change in activities Wave 2 Change in activities since COVID-19 (Net using more Wave 2 vs. Wave 1) 25% 23% 18% 16% 15% 14% 10% 9% 35% 30% 31% 28% 20% 26% 25% 20% 34% 39% 42% 39% 26% 36% 38% 38% 3% 5% 4% 4% 4% 5% 7% 12% 2% 2% 1% 3% 3% 4% 5% 9% Cleaning Relaxing Cooking Reading books Playing computer / video games Doing puzzles, board games or crafts DIY Fitness 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+ Cooking 20% 17% 16% 17% 28% 25% 17% Relaxing 19% 18% 18% 20% 27% 20% 13% DIY 16% 18% 15% 14% 21% 13% 13% Doing puzzles, board games or crafts 15% 19% 18% 13% 20% 15% 7% Cleaning 14% 16% 13% 15% 16% 24% 6% Playing computer / video games 13% 11% 19% 22% 12% 8% 7% Reading books 11% 15% 10% 15% 15% 13% 2% Fitness 10% 14% 14% 11% 11% 8% 2%
  31. 31. ACTIVITIES Professional chefs are here to help people in self-isolation cook up recipes using items they’ve stocked up on. Jamie Oliver launched a new series titled ‘Keep Cooking and carry On’ in the matter of days while other chefs such as Queer Eye’s Antoni, Jack Monroe Sabrina Ghayour turned to social platforms posting recipes and video to Twitter or Instagram. Burger King France is letting people in on the secret to making a Whopper at home, with some easy-to-understand pictorial directions. We are witnessing an explosion in food delivery schemes and boxes as people find alternative ways to get groceries. This has also benefitted parts of the catering industry that have switched their focus from trade to consumers. Food and cooking are enjoying a renewed enthusiasm from trained chefs and people alike
  32. 32. 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? With more time comes the opportunity for self improvement and we see that people plan to read more, learn a new skill or hobby and take up a new form of fitness. Younger people are also considering forms of education. New hobbies / activities undertaken New hobbies / activities already started / definitely intend to start Wave 2 by age 22% 11% 10% 8% 7% 6% 5% 5% 22% 16% 13% 13% 9% 9% 6% 8% 37% 34% 30% 31% 20% 25% 16% 19% 8% 22% 23% 24% 24% 26% 22% 19% 7% 14% 21% 21% 38% 33% 49% 47% 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) Learn a new language Take a short educational course Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA Take part in training through my existing workplace 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 Total 18-24 25-34 35-44 45-54 55-64 65+ Read more 45% 53% 50% 49% 44% 38% 37% Learn a new hobby e.g. gardening, cooking, knitting 26% 43% 40% 29% 24% 15% 14% Take up a new form of fitness 23% 42% 38% 27% 21% 12% 8% Learn a new skill (e.g. arts, crafts, musical instrument) 21% 38% 39% 24% 18% 8% 8% Learn a new language 16% 31% 32% 20% 10% 7% 4% Take a short educational course 15% 26% 28% 22% 13% 5% 1% Take part in training through my existing workplace 12% 21% 26% 11% 12% 5% 2% Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA 10% 26% 18% 14% 9% 3% 0%
  33. 33. LEISURESPENDING Spending on entertainment is increasing, particularly amongst the subscription services. Spend on food delivery on the other hand has decreased 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 2 Change in leisure spending (Net spending more Wave 2 vs. Wave 1) *Note: this was a new statement added in Wave 2 9% 6% 5% 5% 4% 4% 3% 3% 14% 14% 13% 9% 8% 10% 6% 6% 41% 22% 27% 21% 14% 23% 12% 14% 3% 12% 5% 5% 5% 5% 4% 6% 3% 23% 6% 5% 4% 6% 4% 13% 30% 22% 44% 54% 65% 52% 72% 58% 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 Virtual / online gym / fitness classes Education / self- improvement / learning new skills 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 TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Entertainment subscription services 9% 13% 19% 10% 6% 5% 2% Digital purchases of films 5% 3% 6% 6% 9% 4% 1% Limited passes for subscription service 5% 6% 7% 4% 9% 1% 1% Virtual / online gym / fitness classes 3% 9% 4% 3% 4% 0% 1% Gym / fitness club memberships 1% 0% 6% -2% 1% 0% 0% Online dating apps / websites* n/a n/a n/a n/a n/a n/a n/a Education / self-improvement / learning new skills* n/a n/a n/a n/a n/a n/a n/a Takeaway / food for delivery* n/a n/a n/a n/a n/a n/a n/a
  34. 34. 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? When it comes to delaying big ticket purchases, we see people putting off across most categories, although this doesn’t apply quite so much to insurance. Change in big purchase intentions Change in big purchase intentions net gains by age Dark green = likely to delay Dark red = unlikely to delay 41% 18% 16% 15% 13% 11% 10% 9% 16% 13% 21% 16% 10% 14% 13% 11% 8% 9% 19% 10% 7% 15% 17% 9% 4% 5% 12% 6% 4% 9% 11% 6% 31% 56% 33% 53% 67% 51% 49% 64% 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.) Taking out a new insurance policy / switching provider Investing in Further Education (Undergraduate degree, Master, other formal qualification) 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+ Booking a holiday 44% 42% 41% 39% 42% 52% 49% Buying a car 18% 16% 19% 14% 24% 20% 15% Buying a new mobile phone handset 15% 23% 13% 22% 19% 12% 7% Buying or selling a property (house or flat) 11% 10% 20% 15% 9% 7% 6% Making home improvements 5% 2% 3% 6% 7% 4% 6% Investing in Further Education 4% 15% 10% 3% 3% 0% -3% Switching utility providers 1% 12% 10% 6% -2% -6% -7% Taking out a new insurance policy / switching provider -6% 12% 11% -3% -5% -14% -24%
  35. 35. SHOPPING The trend away from in-store to online continues apace, with increases wave on wave. 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? 13% 6% 24% 13% 37% 26% 9% 15% 11% 39% 6% 2% 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 2 Change in shopping habits (Net spending more Wave 2 vs. Wave 1) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Online shopping 9% 12% 10% 9% 7% 4% 12% In-store shopping -3% -5% -3% -2% -2% -2% -6%
  36. 36. BRICKS&MORTARSHOPPING In store shopping has eased off across all categories, only under 45s claim to be buying relatively more food in store than a fortnight ago 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 2 Change to in-store shopping habits (Net spending more Wave 2 vs. Wave 1) 11% 6% 6% 5% 5% 5% 5% 4% 18% 12% 10% 12% 14% 9% 15% 8% 36% 43% 34% 41% 41% 45% 42% 43% 7% 9% 5% 10% 8% 8% 7% 8% 9% 14% 10% 22% 14% 20% 15% 20% 19% 16% 35% 10% 18% 13% 17% 17% Food and drink Health and beauty Computer / video games Clothing, accessories and footwear Leisure Goods Electrical products Leisure Goods Homewares and furniture 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 (Books, board games and stationery) 3% 2% 5% 9% 3% -1% 0% Leisure Goods (DVDs, film, TV series, music) 3% 3% -3% 5% 4% 1% 0% Food and drink 2% 7% 5% 4% -1% 1% -4% Computer / video games 2% -2% 4% 3% 3% 0% 1% Clothing, accessories and footwear 2% 2% 5% 6% 1% -2% -1% Electrical products 1% -2% 4% 7% -1% 0% -1% Homewares and furniture 0% -2% 3% 3% -1% -3% 0% Health and beauty -2% -1% -2% 4% -4% -4% -6%
  37. 37. E.COMMERCE We see growth across all e.commerce categories, and again, younger generations are stocking up on a broader range of products. 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 2 Change to online shopping habits (Net spending more Wave 2 vs. Wave 1) 11% 6% 6% 5% 5% 5% 5% 4% 18% 12% 10% 12% 14% 9% 15% 8% 36% 43% 34% 41% 41% 45% 42% 43% 7% 9% 5% 10% 8% 8% 7% 8% 9% 14% 10% 22% 14% 20% 15% 20% 19% 16% 35% 10% 18% 13% 17% 17% Food and drink Health and beauty Computer / video games Clothing, accessories and footwear Leisure Goods Electrical products Leisure Goods Homewares and furniture 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) 7% 13% 9% 11% 7% 4% 3% Leisure Goods (Books, board games and stationery) 6% 12% 5% 13% 2% 1% 3% Clothing, accessories and footwear 6% 9% 12% 12% 2% 1% 0% Food and drink 5% 4% 0% 7% 1% 8% 8% Computer / video games 4% 5% 5% 9% 2% 1% 1% Health and beauty 4% 9% 5% 10% 1% -3% 1% Electrical products 3% -2% 6% 10% 2% -1% 0% Homewares and furniture 3% 4% 8% 13% -2% -2% 0%
  38. 38. 38 In summary Media consumption has increased further wave on wave as social distancing measures have increased. Trusted media brands continue their ascendancy. The new behaviours we saw emerging around how we live, learn and entertain at home continue to grow, as people get used to spending their lives at home. The need for connection is increasing as a response to self isolation; both in terms of the content they consume and the way that they stay in touch with friends and family.
  39. 39. Thank you

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  • SrihariVankayalapati

    May. 9, 2020

Vol.2: 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 second 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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