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COVID-19 // Media Behaviours Report Vol.5 // 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.5 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 14th May 2020 Wave 5
  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 fifth wave of results. Fieldwork was carried out over a 24 hour period from 11-12 May. The sample size is 1,500 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 _3
  4. 4. • This research went in to field work less than 24 hours after the governments new updated guidance on Covid-19 and the slight easing of lock down restrictions. • As a result of the update from the government and its ambiguity, unsurprisingly we have seen a huge increase in people feeling confused as they try to work out what the new rules mean for them and their lifestyle. • The 18-24 generational cohort are displaying the most interesting behavioural changes wave on wave. • Their use of platforms like Netflix is down while they start to embrace the terrestrial platforms of ITV, My5 and All4. • They are consuming less content across all areas asked about (except science and technology) • We are seeing declines in the need-states they have from media. • They are more likely to be delaying big purchases and are showing drops in spend across all shopping categories. • The net effect of these changes is a marked increase in self improvement (hobbies, longer educational courses, learning new languages and fitness) as well as escapism through online gaming. • Conversely the next generation of 25-34s is seeing growth in most areas of content and need- states from media. • Tik tok appears to be following the bell adoption curve of technology with growth in 25-54 audiences while 18-24 audiences decline (mainly to go to Twitch) • Take away food delivery is up versus last wave – possibly reflecting people becoming bored with home cooking in lock down. EXECUTIVESUMMARY Executive summary
  5. 5. CONSUMERMINDSET _5 Following the Prime Minister’s update the previous day, feelings of confusion have risen significantly and a sense of being well-informed has decreased significantly. With the economic impact taking its toll, anxiety is creeping up among younger people Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 5 only 39% 28% 21% 22% 10% 19% 6% 8% 4% 41% 37% 12% 21% 18% 17% 9% 10% 2% 39% 40% 11% 18% 17% 15% 10% 9% 2% 35% 38% 11% 17% 15% 13% 10% 10% 3% 34% 33% 24% 17% 16% 13% 10% 8% 3% Anxious Well informed Confused Overwhelmed Isolated / lonely Unsafe More connected to my community Reassured Other Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 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% 36% 38% 37% 32% 26% Confused 25% 32% 28% 21% 16% 20% Isolated / lonely 30% 22% 16% 13% 13% 8% More connected to my community 12% 9% 11% 9% 11% 9% Overwhelmed 28% 24% 19% 15% 16% 8% Reassured 10% 7% 8% 7% 8% 8% Unsafe 16% 15% 16% 13% 9% 11% Well informed 19% 22% 25% 36% 41% 47% Other 2% 1% 2% 2% 4% 4%
  6. 6. LIFESTYLE _6 Working and social patterns remain largely unchanged at this point in time, however we might expect some movement next wave, when the latest changes announced by the government start to take effect Change in working situation – TOTAL Change in working situation, wave 5 – BY AGE Change in personal / social situation – TOTAL Change in personal / social situation, wave 5 – 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% 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 53% 19% 15% 23% 60% 38% 22% 2% 65% 32% 20% 2% 66% 28% 17% 4% 67% 26% 15% 3% 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 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+ Stopped working altogether 28% 19% 22% 29% 26% 11% WFH all the time 24% 34% 29% 24% 15% 8% WFH more often 22% 20% 16% 14% 8% 2% No change to working pattern 14% 17% 22% 24% 39% 70% Working reduced hours 11% 13% 8% 9% 7% 2% Working shifted hours 3% 3% 6% 3% 0% 0% 18-24 25-34 35-44 45-54 55-64 65+ Taking part in social distancing & seeing less people 65% 63% 74% 71% 71% 59% I’ve chosen to self-isolate 29% 33% 24% 21% 19% 30% I’ve been advised / forced to self-isolate 16% 16% 10% 14% 12% 19% I've not changed my behaviour at all 2% 2% 5% 6% 2% 3%
  7. 7. LIFESTYLE _7 As the lockdown largely continues, with few restrictions lifted, there is a little change in those intending to avoid public places / events, expect for a decrease in those intending to avoid shopping centres 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 5 – BY AGE 64% 62% 59% 60% 53% 55% 32% 36% 82% 80% 78% 76% 73% 78% 60% 57% 81% 78% 77% 76% 74% 76% 57% 60% 78% 75% 73% 74% 71% 69% 50% 49% 77% 76% 74% 73% 72% 66% 49% 46% Restaurants, pubs & bars Cinemas Public transport International travel Sports events Shopping centres The workplace Shops in general Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 18-24 25-34 35-44 45-54 55-64 65+ Cinemas 67% 65% 68% 75% 81% 91% Restaurants, pubs & bars 65% 69% 69% 77% 82% 90% Public transport 63% 64% 70% 74% 77% 89% Shopping centres 61% 57% 58% 71% 71% 73% International travel 61% 60% 65% 72% 80% 88% Sports events 59% 58% 68% 74% 76% 85% Shops in general 46% 42% 40% 50% 45% 52% The workplace 43% 41% 45% 46% 49% 62%
  8. 8. LIFESTYLE We may see the first signs of what public transport will look like once the lockdown is eased _8 New York City’s Metropolitan Transportation Authority has teamed up with Columbia University on a trial of using powerful ultraviolet light as part of its sanitization program. Lamps will be placed inside subway cars and buses at two rail yards and bus depots and emit UVC which is particularly good at killing organic material. While the jury is still out whether it can be effective in destroying the novel coronavirus, MTA is said to be willing to explore “every solution scientists and the market have to offer”. COVID-19 has put ‘active travel’ high on the government agenda. While the this push is focused mostly on promoting cycling and walking, it also means e- scooters becoming one of the alternative ways of travel. Trials which were planned originally for next year has been fast- tracked to next month extending those trials from four local authorities to every region in the country that wants them. Ride-sharing companies such as Uber and Lyft have introduced new set of safety rules meant to protect both riders and drivers. Both companies will require a face mask or similar covering for both parties. Although Uber went a step further and announced it is working on a technology which will detect whether or not drivers are following the rules.
  9. 9. Media behaviour changes
  10. 10. CHANNELCHANGES _10 While still elevated compared to the time before COVID-19, media consumption remains stable or decreases slightly further this wave. The top 2 channels (Video Streaming & Social Media) are now seeing minor declines vs. the previous wave Change in media channel usage, Wave 5 30% 29% 29% 28% 13% 12% 12% 11% 10% 6% 6% 3% 2% 28% 29% 30% 31% 22% 19% 21% 21% 17% 15% 14% 4% 6% 21% 28% 31% 28% 36% 28% 23% 33% 21% 34% 21% 5% 16% 2% 3% 4% 2% 9% 5% 4% 7% 4% 6% 3% 2% 8% 2% 1% 2% 2% 8% 2% 3% 7% 3% 7% 3% 59% 34% 18% 10% 4% 9% 13% 34% 38% 21% 44% 32% 53% 27% 34% Video streaming (e.g. Netflix, Amazon Prime) Visiting Social Media websites Watching live TV (on TV set or other device) Watching video on demand (e.g. iPlayer, Now TV, YouTube) Listening to the Radio Music streaming (e.g. Spotify, Deezer) Mobile gaming (e.g. Candy Crush, Clash of Clans) 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 NET doing more of (w5 VS. w4) -1% -2% 0% 1% 1% 0% -2% -2% -2% -2% 2% 0% 2% NET doing less of (w5 VS. w4) 1% 0% 0% 0% -2% 0% 1% 1% 2% 2% 0% 2% 0% How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
  11. 11. CHANNELCHANGES _11 The channels seeing small declines in usage this wave are social media, gaming, newspapers and magazines. However podcasts and posters see a slight rise in consumption, the latter due to people being out and about more Change in media channel usage, Wave 5 Change Wave 5 vs. Wave 4 NET DOING MORE OF NET DOING LESS OF Watching live TV (on TV set or other device) 59% 6% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 59% 4% Visiting Social Media websites 58% 4% Video streaming (e.g. Netflix, Amazon Prime) 57% 4% Listening to the Radio 34% 16% Reading Newspapers (either physical copy or online) 32% 14% Mobile gaming (e.g. Candy Crush, Clash of Clans) 32% 7% Music streaming (e.g. Spotify, Deezer) 31% 7% PC & Console gaming. 27% 8% Reading Magazines (either physical copy or online) 21% 13% Listening to podcasts 20% 6% Posters on street or on public transport 8% 41% Visiting the Cinema 7% 61% 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% 1% 0% -2% 0% -1% 1% 1% -2% -2% 1% -2% 1% 0% 0% -2% 2% -2% 2% 2% 0% 2% 0% 0% 2%
  12. 12. CHANNELCHANGES _12 Notable decreases in consumption of video streaming, VOD and music streaming for 18-24s this wave. 55-64s also see a drop in consumption of nearly all channels, particularly social media, VOD, live TV and gaming Change in media channel usage wave 5, by age Change in use of media (Net doing more Wave 5 vs. Wave 4) How would you describe your use of the following media channels and platforms, compared to the time before COVID-19? NET DOING MORE OF: 18-24 25-34 35-44 45-54 55-64 65+ Video streaming (e.g. Netflix, Amazon Prime) 82% 75% 69% 61% 43% 31% Visiting Social Media websites 80% 72% 69% 63% 46% 35% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 77% 73% 71% 61% 47% 39% Watching live TV (on TV set or other device) 61% 63% 62% 60% 61% 52% Music streaming (e.g. Spotify, Deezer) 61% 49% 36% 31% 17% 9% Mobile gaming (e.g. Candy Crush, Clash of Clans) 54% 45% 44% 35% 21% 10% PC & Console gaming. 53% 42% 33% 26% 14% 9% Listening to the Radio 35% 43% 34% 34% 37% 27% Listening to podcasts 35% 30% 24% 22% 12% 5% Reading Newspapers (either physical copy or online) 33% 36% 35% 40% 32% 23% Reading Magazines (either physical copy or online) 27% 30% 24% 18% 17% 15% Posters on street or on public transport 14% 14% 11% 7% 3% 2% Visiting the Cinema 11% 14% 8% 6% 1% 2% 18-24 25-34 35-44 45-54 55-64 65+ -5% 1% -2% 1% -3% 2% -3% 1% -2% 5% -8% -3% -4% 5% 4% 3% -8% 2% 2% 6% -2% 2% -7% -2% -5% -1% -3% 5% 1% 0% -1% -3% 2% -2% -6% 0% 0% -4% -1% -1% -5% 1% 3% 6% -7% 1% 0% 1% 12% -3% -1% 3% -1% 2% -5% -2% -4% 4% -2% -5% -4% 0% -7% -5% -2% 1% 5% 2% 0% 4% 0% 1% -5% 3% 0% 3% -2% 1%
  13. 13. CHANNELCHANGES The pace of change for the movie industry is not slowing down! _13 While the dust is still settling after the drama surrounding the digital release of Trolls World Tour, eyes of movie industry executives are now on Christopher Nolan’s Tenet. Its premiere – planned for 17th of July – is seen as the ultimate test on what to expect for movie studios and cinema chains over the coming months and whether sticking to summer release dates is worth it. While current lockdown measures would have to be relaxed for the movie to actually open in UK on said date, the head of Vue cinemas has said he is hopeful that cinemas will reopen in time. Netflix made some noise last November with the purchase of the historic arthouse Paris Theatre cinema in New York City, however COVID-19 may have led to even bigger disruption to the status quo - Amazon is said to be circling the acquisition of the AMC chain of theatres in the US, the parent company of Odeon in the UK. While these reports are confirmed, AMC’s stock has shoot up by 30% since. COVID-19 has forced the Academy of Motion Picture Arts and Sciences to relax their rules and made the streamed movies eligible for Hollywood’s highest honour. This means that , for the first time in over 90 years, films will not have to be shown in in a Los Angeles cinema for at least a week in order to qualify for the Oscars. although the Academy had stressed their commitment to movies being shown in cinemas and this being ‘this time year only’ exception.
  14. 14. SOCIALMEDIA Overall usage of social platforms remains roughly stable this wave, although there are increases among 25-54 year olds, especially for TikTok, Instagram & Twitter. Twitch & Snapchat are the only platforms to show WoW growth among 18-24s. _14 Change in use of Social Media Platforms, Wave 5 Change in use of Social Media Platforms (Net using more Wave 5 Vs. Wave 4) 26% 25% 16% 9% 9% 8% 4% 3% 25% 26% 16% 14% 9% 8% 7% 6% 27% 21% 20% 22% 13% 9% 18% 9% 3% 3% 3% 4% 3% 2% 5% 2% 2% 2% 2% 4% 3% 2% 4% 1% 17% 23% 42% 48% 63% 71% 62% 79% 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+ TikTok 1% -5% 4% 6% 3% -1% 0% Instagram 1% -3% 3% 2% 5% -1% 0% Snapchat 1% 4% 4% -1% 1% -2% -1% Twitter 1% -4% 1% 4% 6% -2% -1% Twitch 1% 6% 1% 1% 1% -3% 0% WhatsApp 0% -1% 2% 0% 2% 2% -3% LinkedIn -1% -1% -1% 1% 2% -5% -2% Facebook -2% -2% -1% 1% 3% -11% -4%
  15. 15. SOCIALMEDIA Social media giants continue to use their platforms for good _15 Snapchat continues to expand their mental health help features by providing resources for users who are dealing with domestic abuse, or are seeking support for friends or loved ones who are. New resources will be created in partnership with the National Network to End Domestic Violence and integrated within ‘Here For You’ section introduced back in February. More social media platform are making it easier for users to donate money towards charitable causes. TikTok joined Facebook and Instagram in creating a Donation Sticker and will match up to $10 million in total donations over their first month. Instagram launched live fundraisers enabling non-profits to drive donations from their followers in real time. Over last few weeks Instagram has been rolling out new features designed to support businesses impacted by the outbreak. Frist it introduced food order and gift card stickers and just this week it launched a new 'Support Small Business' sticker which will enable users to share thumbnail images of the latest three Instagram posts from the business that they choose to highlight.
  16. 16. AUDIOPLATFORMS There is a mixed picture in terms of usage of audio platforms this wave. Younger demographics show an increase in usage of Amazon Music, BBC Sounds and Capital, but over 55s see a decrease across most channels _16 Change in use of Audio Channels, Wave 5 Change in use of Audio Channels (Net using more Wave 5 VS. Wave 4) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 11% 6% 6% 4% 4% 3% 3% 3% 13% 14% 10% 8% 9% 7% 5% 7% 20% 29% 18% 19% 21% 16% 11% 13% 4% 6% 4% 5% 7% 5% 3% 4% 3% 6% 2% 6% 7% 5% 3% 3% 49% 39% 60% 58% 53% 64% 75% 72% Spotify BBC Sounds / BBC Radio Amazon Music Capital Radio Heart Radio Absolute Radio LBC Apple Music 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+ Amazon Music 2% 6% 1% 2% 1% -2% 1% BBC Sounds / BBC Radio 2% 1% 3% 3% 0% 4% -1% Capital Radio 1% 6% 4% 2% 1% -3% -1% Apple Music 1% -3% 1% 2% 4% 0% 0% Spotify 0% 4% 0% 0% 0% -2% 1% LBC 0% -1% 0% 3% 0% 0% -1% Absolute Radio -1% -5% 3% 1% -2% -3% 0% Heart Radio -1% 2% -4% -1% -2% -2% 0%
  17. 17. NEWSBRANDS Consumption of news brands remains stable at a total level this wave. However, 18-34s are continuing to consume fewer news brands again this wave, and there’s also been a drop in news brand consumption for 55-64s _17 Change in use of newspaper brands, Wave 5 Change in use of newspaper brands (Net using more Wave 5 Vs. Wave 4) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? 6% 5% 4% 3% 3% 3% 3% 3% 10% 7% 10% 6% 7% 5% 7% 4% 22% 18% 17% 16% 17% 14% 18% 15% 6% 4% 4% 4% 4% 7% 4% 3% 5% 6% 4% 6% 6% 16% 5% 3% 50% 60% 61% 64% 64% 54% 63% 71% The Daily Mail The Sun The Guardian The Telegraph The Mirror 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 Telegraph 2% -3% 3% 9% 0% 1% 0% Metro 0% 1% -1% 1% 2% -4% -2% The Mirror -1% -8% 4% 1% 1% -5% -1% The Guardian -1% -1% 6% -3% -3% -4% -1% The Sun -1% -3% 2% -1% -1% -6% 1% Huffington Post -1% -2% -2% 0% 1% -2% -1% The Times -1% -2% -1% 1% -2% -4% 0% The Daily Mail -2% -4% -1% -4% -1% -1% -1%
  18. 18. TVCHANNELS Whilst we are still consuming more TV than pre-COVID, change in use of TV channels has stabilised; there has been a slight growth in consumption of BBC channels (excl. news) across most ages How would you describe your use of the following TV channels, compared to the time before COVID-19? 36% 16% 13% 12% 10% 9% 6% 30% 20% 24% 26% 16% 22% 16% 21% 24% 44% 48% 30% 53% 53% 3% 3% 4% 4% 3% 4% 6% 3% 3% 3% 2% 4% 3% 3% 8% 33% 12% 8% 37% 9% 15% 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 5 Change in use of TV Channels (Net using more Wave 5 vs. Wave 4) Total 18-24 25-34 35-44 45-54 55-64 65+ BBC (other channels) 2% 0% 2% 3% 4% 4% 2% ITV 1% 3% 2% -2% 5% 0% -1% Sky (other channels) 1% 1% 3% 6% 1% -1% -3% BBC News 0% -2% -2% 0% 1% -1% 2% Channel 5 -1% 0% -5% 0% 0% 4% -2% Sky News -1% 0% -1% -1% -1% 0% -3% Channel 4 -2% -1% -5% -7% 0% 3% -2%
  19. 19. VOD&STREAMING We continue to watch more Netflix, YouTube and BBC iPlayer vs. pre-COVID, but surprisingly Netflix is the only platform which has seen a slight drop in usage, driven by 18-24s, who could potentially be reaching a Netflix saturation point How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? 30% 22% 13% 12% 6% 5% 4% 3% 19% 27% 16% 24% 16% 13% 9% 5% 15% 33% 18% 35% 38% 38% 33% 10% 2% 3% 3% 4% 4% 4% 4% 3% 1% 2% 2% 4% 3% 3% 3% 2% 33% 12% 47% 20% 32% 36% 48% 76% 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 5 Change in use of video on demand & streaming platforms (Net using more Wave 5 Vs. Wave 4) Total 18-24 25-34 35-44 45-54 55-64 65+ ITV Hub 3% 5% 2% 0% 9% 3% -1% BBC iPlayer 2% 1% -3% 6% 2% -1% 6% My5 2% 8% -2% 4% 2% 2% 1% Apple + 1% 1% 3% 3% 0% -1% -1% All 4 1% 6% 0% 0% 2% 1% -1% YouTube 1% -3% 6% 5% 6% -6% -4% Amazon Prime Video 0% 0% 3% -4% -1% 3% 0% Netflix -1% -8% 1% -2% 4% -1% -2%
  20. 20. Role of media and content
  21. 21. NEWSSOURCES Despite a slight drop among 35-54s, TV remains the go-to source of COVID news, as people are now mainly sticking with their preferred source, with no significant changes at a total level wave on wave 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 Primary / preferred source of news re: COVID-19 Wave 5 Primary / preferred source of news re: COVID-19 Net gains Wave 5 vs. Wave 4 Total 18-24 25-34 35-44 45-54 55-64 65+ TV 56% 36% 41% 47% 57% 68% 72% News websites 20% 25% 24% 24% 21% 18% 10% Social media platforms 8% 17% 15% 11% 7% 3% 3% Radio 5% 7% 4% 5% 6% 4% 5% Newspapers 5% 3% 5% 3% 4% 4% 7% Friends & Family 3% 2% 7% 5% 2% 2% 1% Podcasts 2% 5% 1% 3% 2% 0% 0% Magazines 1% 3% 3% 2% 0% 0% 0% Total 18-24 25-34 35-44 45-54 55-64 65+ Social media platforms 1% 5% -1% 3% 2% -1% 2% Radio 1% 1% -1% 3% 2% -2% 2% Newspapers 1% -2% 3% 1% 3% 0% -1% Magazines 0% 2% 0% 0% 0% 0% 0% Podcasts 0% 2% -1% 1% 1% -1% 0% Friends & Family 0% -4% 2% 0% -2% 1% 1% TV -1% 3% 1% -5% -6% 1% -1% News websites -1% -3% -2% -2% 0% 2% -4%
  22. 22. TRUSTWORTHYSOURCES Which of the following do you trust for factually correct information about COVID-19? The BBC continues to be the most trustworthy source of information on COVID-19. Whilst there has been a significant drop in trust in Sky News this wave across most ages, social media is still the least trusted source Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19 Wave 5 Trustworthy sources of information re: COVID-19 Net gains Wave 5 vs. Wave 4 0% 10% 20% 30% 40% 50% 60% 70% 80% BBC SKY News The Guardian Daily Mail Friends & Family Facebook Other Twitter Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Significantly higher/lower than previous wave Total 18-24 25-34 35-44 45-54 55-64 65+ BBC 65% 60% 54% 64% 65% 75% 68% SKY News 25% 23% 29% 33% 25% 24% 20% The Guardian 14% 16% 20% 13% 14% 12% 9% Daily Mail 10% 7% 13% 9% 6% 10% 13% Friends & Family 9% 16% 12% 7% 9% 5% 9% Facebook 7% 10% 13% 13% 8% 3% 2% Twitter 5% 8% 7% 8% 7% 3% 1% Total 18-24 25-34 35-44 45-54 55-64 65+ Twitter 1% 2% -1% 2% 5% 1% 0% Facebook 0% -1% -1% 1% 2% 0% 1% The Guardian 0% 2% 0% -2% 2% -1% 1% Daily Mail 0% -4% 2% -1% 0% -1% 1% Friends & Family 0% 4% -1% -5% -2% 2% 0% BBC -1% -4% 1% 2% -5% 4% -4% SKY News -4% -6% -4% 1% -7% -7% -2%
  23. 23. COMMUNICATION People are continuing to use more communication platforms vs. before COVID- 19, but there has been a slight drop in usage of most platforms, particularly driven by 65+ 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? 31% 27% 25% 22% 31% 28% 28% 36% 25% 21% 30% 33% 2% 3% 3% 3% 2% 2% 1% 3%9% 19% 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 5 Change in communication since COVID-19 (Net using more Wave 5 vs. Wave 4) Total 18-24 25-34 35-44 45-54 55-64 65+ Video Calls 0% -1% 3% -1% 1% 3% -2% Social Media platforms -1% -1% 3% 0% -1% -8% -1% Messaging -2% -1% 3% 0% -9% -2% -3% Talking on the phone -3% -9% -1% 2% -3% -2% -7%
  24. 24. CONTENTAREAS 18-24s are consuming less content across most areas of interest but this is being balanced out by older age groups who are consuming more; consumption of news and entertainment is down across most age groups 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 5 Change in consumption of areas of interest (Net consuming more Wave 5 vs. Wave 4) 34% 14% 13% 12% 9% 5% 4% 3% 34% 28% 23% 23% 14% 6% 17% 7% 23% 45% 42% 37% 27% 20% 45% 23% 3% 4% 6% 4% 4% 10% 5% 8% 3% 2% 7% 5% 5% 31% 5% 44% 3% 6% 9% 19% 42% 30% 23% 16% 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% -5% 1% 4% 3% 1% 1% Home & Garden 0% -7% 5% 2% 2% -1% -1% Food 0% -1% 1% -2% 1% 0% 0% Sport 0% -2% 1% 0% 2% -1% 1% Science & Technology 0% 2% 2% -5% 2% -7% 3% Gaming -1% -5% 4% 1% -6% -4% 2% News -2% -10% 0% -6% -2% -5% 3% Entertainment -3% -6% -3% -1% -2% -1% -2%
  25. 25. NEEDSTATES There has been a slight increase in the need for connection, driven by 25- 44s, but a slight drop in other needs, with the greatest drops in comfort and escapism this wave; greatest declines are amongst 18-24s and 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 5 Change in media needs (Net more important Wave 5 vs. Wave 4) 41% 24% 22% 21% 20% 20% 17% 12% 33% 33% 33% 31% 31% 29% 29% 29% 23% 37% 39% 40% 38% 39% 47% 48% 2% 3% 3% 4% 5% 5% 3% 6% 2% 2% 3% 3% 6% 8% 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+ Connection 1% -2% 4% 2% -2% 3% 1% Distraction 0% -5% 5% 5% -2% -2% 1% Inspiration -1% -7% 4% 0% -1% 5% -5% Information -1% -9% 0% 0% 1% 2% -2% Unwind -1% -6% 3% -1% -2% -2% -1% For practical advice -2% 0% -1% -6% -2% 3% -3% Comfort -3% 3% 1% -8% -4% 0% -4% Escapism -3% -8% 3% 2% -9% -6% -3%
  26. 26. Broader consumer behaviour
  27. 27. ACTIVITIES Leisure activities remain stable, however we see a drop in cleaning across nearly all age groups. Younger audiences continue to participate in more activities than before the outbreak, but older groups see wave on wave declines across the board. In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19? Change in activities Wave 5 Change in activities since COVID-19 (Net using more Wave 5 vs. Wave 4) 19% 18% 18% 14% 11% 11% 10% 9% 31% 35% 31% 25% 20% 26% 27% 22% 41% 41% 42% 38% 27% 37% 33% 34% 4% 4% 6% 6% 4% 6% 5% 13% 1% 1% 3% 3% 3% 5% 4% 9% 3% 1% 1% 13% 35% 14% 22% 13% Cooking Cleaning Relaxing Reading books Playing computer / video games DIY Doing puzzles, board games or crafts Fitness Never did this A lot less A bit less About the same A bit more A lot more Total 18-24 25-34 35-44 45-54 55-64 65+ Playing computer / video games 0% 3% 4% 2% -4% -5% 1% Reading books 0% 1% 3% 1% -4% 1% 0% Doing puzzles, board games or crafts 0% -2% 4% 3% -4% -1% 0% Fitness 0% -9% 10% 2% -1% -4% -2% DIY 0% -11% 3% -1% 6% 0% -2% Cooking -1% 3% 0% 4% -4% -3% -2% Relaxing -2% -2% 3% -3% 4% -2% -8% Cleaning -5% 1% -9% -3% -3% -2% -8%
  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? Reading more remains the most increased activity, however we are seeing wave on wave declines for audiences over 35. 18-24s are the most likely to be exploring new methods of self improvement this wave on last. New hobbies / activities undertaken Wave 5 Change in New hobbies / activities (Net already started / definitely intend to more Wave 5 vs. Wave 4) 22% 13% 11% 8% 7% 6% 5% 4% 17% 14% 13% 10% 9% 8% 9% 7% 30% 27% 27% 26% 21% 18% 20% 15% 16% 23% 21% 26% 23% 21% 18% 19% 9% 20% 27% 27% 39% 45% 45% 52% 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’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+ Learn a new hobby e.g. gardening, cooking, knitting 3% 3% 3% 5% 5% 5% 0% Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA 2% 11% -1% 4% 3% -1% 0% Learn a new language 2% 9% -1% 4% 6% -1% -2% Take a short educational course 1% -1% 1% 2% 4% 1% -1% Take up a new form of fitness 1% 9% 0% 0% -4% 2% -1% Take part in training through my existing workplace 0% 1% 4% -4% 1% 0% 1% Learn a new skill (e.g. arts, crafts, musical instrument) 0% -2% 1% -2% 1% 1% -1% Read more -1% 5% 9% -2% -7% 1% -8%
  29. 29. SELFIMPROVEMENT Self-improvement takes on new forms in the era of social-distancing _29 Various celebrities, including Daniel Radcliffe, Stephen Fry, and Eddie Redmayne are taking turns in reading the first Harry Potter book. The videos will be available at Wizarding World and the audio will be accessible exclusively on Spotify. Similarly last Friday we had a chance to listen to Andy Serkis reading the whole of Hobbit non-stop over 11 hours. Virtual graduations are gaining traction in US. Facebook was one of the first companies announcing plans of hosting graduation event including a commencement address from Oprah Winfrey. Now YouTube launched their own initiative with the commencement address delivered by former President Barack Obama and Michelle Obama. Microsoft has gone in less glamour but possibly more useful direction and made Teams Live Events with up to 20,000 viewers free to educational establishments for a limited time. Adidas Singapore are enlisting local athletes and content creators to motivate the community to stay healthy during lockdown. The free virtual experiences include lunchtime jams with local artists, DJ livestreams, mindfulness sessions, nutrition tips and workout streams. These can be accessed through adidas’ mobile apps, where adidas has made their premium content free for three months.
  30. 30. LEISURESPENDING Spending on entertainment and digital purchases is still high - limited passes are increasing, yet full subscriptions are falling showing the desire for short term services to help get through lockdown. 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 5 7% 5% 4% 4% 3% 3% 2% 2% 12% 14% 9% 12% 11% 7% 6% 5% 46% 23% 21% 27% 19% 13% 11% 12% 5% 13% 5% 6% 6% 5% 4% 6% 3% 25% 6% 6% 6% 4% 3% 15% 28% 20% 54% 45% 56% 68% 74% 59% Entertainment subscription services e.g. Netflix Takeaway / food for delivery Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass Digital purchases of films e.g. Sky store, Amazon Prime Education / self- improvement / learning new skills Virtual / online gym / fitness classes Online dating apps / websites Gym / fitness club memberships Never spend on this Spending a lot less on this Spending a bit less on this Spending about the same as before Spending a bit more on this Spending a lot more on this Change in leisure spending (Net spending more Wave 5 vs. Wave 4) Total 18-24 25-34 35-44 45-54 55-64 65+ Takeaway / food for delivery 3% 2% 9% 5% 1% 2% -1% Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass 2% 0% 6% 5% -2% 5% 0% Education / self-improvement / learning new skills 1% -1% 0% 0% 7% -1% 0% Digital purchases of films e.g. Sky store, Amazon Prime 0% 2% 2% 3% 2% -2% -3% Gym / fitness club memberships 0% 0% 2% -1% 3% -2% -1% Online dating apps / websites 0% 6% 1% -1% -2% 0% -1% Virtual / online gym / fitness classes -1% -3% 2% -1% -1% -1% -1% Entertainment subscription services e.g. Netflix -3% -8% 1% -4% -3% 0% -3%
  31. 31. 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? Booking a holiday continues to be the most delayed purchase, but as lockdown measures are lifted it will be interesting to see if the bigger purchase decisions become more relevant to consumers again Change in big purchase intentions Wave 5 Change in big purchase intentions (Net Definitely / Probably will delay Wave 5 vs. Wave 4) 38% 15% 12% 11% 11% 7% 7% 6% 18% 14% 20% 11% 16% 14% 12% 13% 8% 9% 21% 8% 12% 16% 18% 9% 7% 4% 14% 4% 8% 12% 14% 6% 28% 58% 33% 67% 52% 52% 48% 65% Booking a holiday Buying a car Making home improvements Buying or selling a property (house or flat) Buying a new mobile phone handset 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+ Investing in Further Education (Undergraduate degree, Master, other formal qualification) 1% -4% 5% 6% 4% 1% -4% Taking out a new insurance policy / switching provider 0% -5% 2% 1% 4% 1% -2% Buying or selling a property (house or flat) -1% 1% -1% -1% 2% -3% -3% Making home improvements -1% -3% 4% 1% -7% -5% 2% Booking a holiday -1% -3% 6% -3% 0% -4% -3% Switching utility providers (gas/ electric, internet, mobile phone etc.) -1% -10% 2% 1% 4% -3% -4% Buying a car -2% -10% 0% -3% 1% -2% 0% Buying a new mobile phone handset -4% -13% 1% -4% 0% -3% -5%
  32. 32. BIGTICKETPURCHASEINTENTIONS Travel brands are finding new ways to stay relevant _32 Thai Airways has launched its #Stayhome Miles Exchange initiative and will give out up to three million of free miles to its members but only if they will stay at home. Campaign is built around Stay Home Miles Exchange app which uses geolocation technology to determine if the user stays home. There are many of us who miss flying... and some are even missing the famously just-passable in-flight food and drink! With these people in mind, Jet Blue Airlines started to offer their cheese and snack trays via its online store for $2.99 each. In addition, United Airlines is also encouraging nostalgic flyers to order its signature in-flight Stroopwafels for home delivery. Cape Town Tourism has launched a new campaign with the theme “We Are Worth Waiting For!”. It will share “pinable” images across its digital channels so that visitors can save all the future travel inspiration on Pinterest.
  33. 33. SHOPPING Online shopping continues to increase, driven by 25-54s. In-store shopping sees slight increases, but it will be interesting to watch this as more shops open over the next fortnight 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% 5% 30% 15% 33% 25% 9% 17% 9% 38% 5% 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 5 Change in shopping habits (Net spending more Wave 5 vs. Wave 4) Total 18-24 25-34 35-44 45-54 55-64 65+ Online shopping 3% 0% 7% 5% 5% 3% -2% In-store shopping 1% -7% 3% 0% -2% 4% 2%
  34. 34. BRICKS&MORTARSHOPPING Food and drink still dominate in-store shopping – we see small increases in electrical products across all audiences and a dip for 18-24s in all areas 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 5 Change in in-store shopping habits (Net spending more Wave 5 vs. Wave 4) 10% 3% 3% 3% 2% 2% 2% 2% 26% 7% 6% 8% 7% 7% 7% 9% 37% 38% 31% 35% 44% 39% 31% 38% 12% 9% 5% 9% 14% 9% 11% 9% 16% 34% 17% 26% 26% 36% 44% 26% 1% 9% 37% 19% 6% 7% 4% 16% Food and drink Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Computer / video games Leisure Goods (DVDs, film, TV series, music) Health and beauty Homewares and furniture Clothing, accessories and footwear (incl. Sportswear) Leisure Goods (Books, board games and stationery) Never buy in-store in this category Spending a lot less in-store Spending a bit less in-store No change Spending a bit more in-store Spending a lot more in-store Total 18-24 25-34 35-44 45-54 55-64 65+ Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 2% 4% 3% 3% 4% 0% 0% Clothing, accessories and footwear (incl. Sportswear) 2% -2% 5% 3% 5% 0% -1% Homewares and furniture 2% -2% -1% 6% 4% 1% 1% Leisure Goods (DVDs, film, TV series, music) 1% -1% 4% 1% 4% -2% -1% Leisure Goods (Books, board games and stationery) 1% -2% 4% -2% 3% 1% 0% Computer / video games 0% -3% 7% -1% 0% -1% -1% Health and beauty 0% -2% 1% 0% 3% -4% 0% Food and drink 0% 1% 2% -4% -5% 0% 4%
  35. 35. E.COMMERCE There is growth in all areas of online shopping, with food and drink still leading the pack. We see a drop in spending for 18-24s and increases for those 35-54. 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 5 Change in online shopping habits (Net spending more Wave 5 vs. Wave 4) 14% 5% 5% 5% 5% 4% 4% 3% 19% 13% 15% 15% 11% 11% 15% 12% 32% 40% 41% 42% 32% 43% 41% 46% 6% 11% 7% 8% 5% 7% 6% 7% 8% 21% 14% 14% 10% 20% 16% 19% 21% 10% 17% 16% 37% 16% 19% 12% Food and drink Clothing, accessories and footwear (incl. Sportswear) Leisure Goods (books, board games and stationery) Health and beauty Computer / Video Games Homewares and furniture Leisure Goods (DVDs, film, TV series, music) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 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+ Homewares and furniture 3% 0% 2% 8% 7% 0% 0% Health and beauty 3% -4% 6% 5% 4% 4% 0% Computer / Video Games 3% 1% 9% 1% 3% 2% 0% Leisure Goods (books, board games and stationery) 2% -3% -3% 9% 6% 1% 2% Food and drink 2% 3% 1% 2% 4% 0% 3% Clothing, accessories and footwear (incl. Sportswear) 2% 0% 2% 6% 7% -1% -1% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) 2% -1% 3% 4% 6% -1% 1% Leisure Goods (DVDs, film, TV series, music) 1% -3% 4% 4% 2% -1% 1%
  36. 36. 36 In summary Media consumption continues to stablise although we see some movement with older audiences increasingly using Tik Tok and younger audiences using terrestrial TV channels – an inverse demonstration of what could be expected. Confusion has increased versus previous waves as people try to understand the updates to the lock down rules . Younger people are the most volatile in their behaviour as we witness the greatest changes amongst this age group – they are seeking self improvement and reducing their spending habits as they settle in to the new normal.
  37. 37. 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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