Digital and Social Media Trends Analysis

1. DIGITAL AND SOCIAL MEDIA
TRENDS
IN THE TIMES OF COVID - 19
AN ANALYSIS OF GOOGLE SEARCHES
AND SOCIAL MEDIA SHARING
DURING THE PERIOD OF THE
PANDEMIC COVID – 19
APRIL 2020

2. LYFE CYCLE
OF THE VIRUS SEARCHES
CORONOVIRUS GOOGLE SEARCHES TRENDS
The Google Searches on the new pandemic have shown
an increasing trend in the Greek market since the
appearance of the 1st case in the country.
Since then the searches have further increased
drastically reaching the peak on the week of 10th of
March when the Lock Down measures have been
announced.
Interestingly though since then, the searches show a
decline indicating a trend towards the new normal
where people have switched their interests to new topics
obviously with the coronavirus in their lives.
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
INTRODUCTION
GROWTH
MATURITY
DECLINE
1st Case in
Greece
Schools
Closing
Lock
Down
Measures
Curfew
Announcement
Source: Google Trends

3. Related topics to coronavirus during 23/2 till 4/4 focus greatly on Italy, number of new cases in Greece,
Worldometer and John Hopkins mapping.
TOP RELATED SEARCHES TO CORONOVIRUS
1513
1197
1596
671
359 416
489
1347
1796
875
581
CASES GREECE
3
ITALY SCHOOLS MEASURES TURKEY NOW JOHN
HOPKINS
WORLDOMETER SYMPTOMS SPAIN
Source: Google Trends

4. The searches of the key needs are the ones with an increasing trend.
Online Supermarkets are increasing but the demand for them has decreased as the situation has stabilized in the following weeks.
E Shops, E banking and Online Pharmacies are increasing during the corona crisis and continue to have high search volume
e-Businesses are in high demand
4
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
Pharmacy Supermarket E shop e banking
Source: Google Trends

5. The highest search volume is on Masks when compared to gloves, antiseptics and alcohol.
Once again the search volumes seem to get stabilized during the latest weeks as the demand for the corona essential products returns to nominal
levels.
5
THE CORONO ESSENTIALS
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
masks gloves antiseptic alcohol
Source: Google Trends

6. The slogan of the lockdown “Menoume Spiti” have obliviously contributed to the dramatic increase in consumer’s searches.
However related searches are providing a key insight on how people are trying to find their way-out of the home routine.
Exercise at Home and Work from Home are key concerns for consumers.
6
Home is accompanying all aspects of life, staying at home, work at home,
exercise at home
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
Lock Down
Measures
01
02
03
04
Stay At
Home
Help At
Home
Exercise
at home
Work from
home
Related “home” searches #home Searches
Source: Google Trends

7. STAY AT HOME
7
THE NEW “NORMAL”
EXERCISING/ TRAINING
KEEPING FIT DURING THE CORONA
CRISIS BECOMES THE MOST
ESSENTIAL NEED
WORKING
TELE- WORKING IS A MUST. A
SIGNIFICANT SHIFT OF HOME BASED
EMPLOYEES HAS INCREASED
DIFFERENT NEEDS IN THE MARKET
HOME ENTERTAINMENT
VARIOUS ACTIVITIES LINKED TO
HOME ENTERTAINMENT GAIN A
SIGNIFICANT INCREASE
COOKING
EVERYBODY IS COOKING. CLOSED RESTAURANTS
AND FEAR OF DELIVERY SERVICES COOKING IS
ESSENTIAL
KIDS ENTERTAINMENT
FINDING WAYS TO ENTERTAIN THE
KIDS IS A PRIORITY FOR PARENTS
01
02
03
04
05
BEAUTIFY AT HOME
DIY HAIR DRESSING, MANICURE/ PEDICURE OR EVEN MAKE UP06

8. Since the lockdown has been announced more and more people are greatly interested in keeping up
with their fitness. Exercising and more specifically Home Exercising is a key trend in people’s interest.
Consumers have been also greatly interested in googling and possibly acquiring Treadmills, Free
Weights and other general Fitness Equipment.
8
1. EXERCISE
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
+650% INCREASE ON
EXERCISE AT HOME
exercise searches
175
963
before
lockdown
after
lockdown
+450%
Treadmill
54
895
before
lockdown
after
lockdown
+1557%
Free Weights
70
329
before
lockdown
after
lockdown
+370%
Fitness
Equipment
Source: Google Trends

9. The drastic increase of teleworking
in the country has created hardware
needs - like cameras, printers et al –
but also interest on video
conference software.
Skype, Zoom and Microsoft Teams
are the main tools used.
Skype starts with a high buzz in the
crisis, but as users are testing all
different sort of communication,
Zoom is the player that is winning
the “battle” of teleconference, with
continuous increasing trend.
9
2. WORK
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
PC Camera Printer Laptop Tablet
139%
INCREASE ON TELEWORKING
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
skype hangout zoom teams
Source: Google Trends

10. As users are in need of hardware and various electronics, the demand for Electronics Retailers is high.
Kotsovolos, Public, Plaisio are retailers’ brands with high and increasing interest.
ELECTONICS RETAILERS IN HIGH DEMAND
10
23/02/2020 28/02/2020 04/03/2020 09/03/2020 14/03/2020 19/03/2020 24/03/2020 29/03/2020 03/04/2020
Plaisio Public Kotsovolos Media Markt
Source: Google Trends

11. More and more users are searching
various and different recipes.
Argiro Barbarigou and Akis
Petretzikis experience extremely
increased traffic.
11
3. COOKING
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
recipes searches
AKIS PETRETZIKIS
+242%
ARGIRO BARBARIGOU
+162%
Source: Google Trends

12. 12
4. HOME ENTERTAINMENT
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
+334%netflix searches
gaming searches
puzzles searches
books searches
+680%
+168% +109%
Source: Google Trends
Staying at home = Home Entertainment. Netflix is as expected with high increasing trend, but users are also looking into
finding ways to become creative within their quarantine as a high increasing interest on puzzles is suggesting.

13. Gaming is at high demand also. And gaming consoles and pc games is another product category that could benefit from the Corona Crisis.
13
HIGH POTENTIALITY FOR GAMING CONSOLES
NINTENDO
XBOX
PS 4
PC GAMES
+238%
+476%
+301%
+290%
01
02
03
04
Source: Google Trends

14. Toys searches has reached the high trend of Christmas period.
Easter came a bit earlier in the market. Parents are looking into ways to entertain
their kids and a new toy is one way out of it.
1
5. KIDS ENTERTAINMENT
2/23/2020 3/4/2020 3/14/2020 3/24/2020 4/3/2020
toys searches
TOYS WITH ANIMALS +300%
EDUCATIONAL TOYS
+140%
TOYS FOR HOME
+110%
BUBBLES TOYS +100%
WOODEN TOYS +50%
Source: Google Trends

15. 1
TOYS RETAILERS
2/23/2020 2/28/2020 3/4/2020 3/9/2020 3/14/2020 3/19/2020 3/24/2020 3/29/2020 4/3/2020
moustakas jumboJUMBO
+50%
MOYSTAKAS
+181%
Source: Google Trends
Increasing trend for both big toys retailers. As Jumbo has announced their overload and their 2 weeks timeframe from ordering to
delivery within the crisis, consumers have turned to other retailers. Moustakas is experiencing an upward trend during the last
week.

16. DIY Hair Dying and Hair Cuts is one of the top searched in the Beauty at home area.
1
6. BEAUTY AT HOME
333
933
before lockdown after lockdown
578
1180
before lockdown after lockdown
+64% +51%
Hair Dying Hair Cuts
Source: Google Trends

17. 40%
83%
91%
10%
INCREASES ON SOCIAL MEDIA & DIGITAL CONTENT
NEWS
+
+ +
+
Users from all social media have increased their content production.
Instagram and Facebook has shown the highest increase.
Users have been eager to share photos of their “new normal” all over the net.
Source: Palo Pro, www.palopro.io

18. 1
TIK TOK THE NEW SOCIAL MEDIA BENEFITING THE MOST FROM CORONA TIMES
Tik Tok
Source: Google Trends
Even new Social Media has shown tremendous increase during the lockdown.
Tik Tok a new social media which uses video as content, has shown a tremendous increase driven
by the lockdown.
Users have been using the new social media to produce funny video, to kill their boredom and
support their peers with their own content.

19. 106 FMCG BRANDS
• Across all categories of the Greek market
59 RETAILERS
• Including supermarekts, electronics,
fashion, home, technology • fmcg
• retailer
• cosmetics
• horeca
• travel & leisure
• telecoms
• electronics
• cars
• kids
• fashion
• gaming
• finance
• health
• technology
• delivery services
• insurance
• banks
• cooking
• home
• books
• furniture
• pets
• gym
WE HAVE EXAMINED 285 BRANDS AND THEIR FACEBOOK COMMUNICATION
HOW DID THE BRANDS RESPONSE TO COVID- 19 CRISIS?
INCLUDING ALL DIFFERENT CATEGORIES
OF THE MARKET

20. Brands have increased their pressure on
Facebook by producing significantly higher
posts in a week:
INCREASING BUZZ ON FACEBOOK FROM BRANDS
11AVERAGE POSTS WEEKLY
AFTER COVID 19
4 AVERAGE POSTS WEEKLY
BEFORE COVID 19
DELIVERY SERVICES
TECHNOLOGY GYM BANKS
83% 80% 80%
73%
KIDS BRANDS
65%
CATEGORY BRANDS WITH THE MOST INCREASED PRESENCE ON
FACEBOOK
Source: Palo Pro, www.palopro.io
+ + +
+ +
MORE POSTS MORE POSTS MORE POSTS
MORE POSTSMORE POSTS

21. 21
TOPICS OF DISCUSSIONS
125
140
122
134
185
132
99
132
Brands have been quite eager to
communicate to their consumers’ their
delivery and eshops options available to the
public. With closed stores the continuity of
business has been a great priority especially
among retailers.
A significantly higher number of posts – compared to
the pre Covid 19 period – has been focused on tips on
Home Exercising, Beauty tips, Cooking, Entertaining
Kids.
A great deal of posts was also focusing on the
essential needs around the Corona Lock Down.
Beautify at
Home
Corona
Essentials
Cooking Electronics Family &
Kids
Home Home
Entertainment
Telcos
+ +
+ +
+
+
+
+
1200
617
Delivery/ e Shopping Exercise
+
+PERCENTILE INCREASE AMONG
THEMES OF DISCUSSIONS BY
BRANDS
Supermarkets, Pharmacies,
Sanitary Tips and Banks

22. 22
HOW DID THE USERS REACT?
Beautify at Home
23%
Home
Entertainment
16%
Special
Days
10%
Cooking
9%
Corona
Essentials
8%
Pets
6%
Fitness
9%
Kids
6%
Supermarkets, Pharmacies,
Sanitary Tips and Banks
Birthdays, National Days
under quarantine
We have examined 207,102 public posts from
users.
Tik
Tok
4%
DYI Beauty Tips and Home Entertainment are
the biggest categories of Social Media
Sharing among users.
Cooking, Home Exercising and the Corona
Necessities receive also high buzz.

23. 23
THE MOST SOUND INCREASES IN THEMES OF DISCUSSIONS
01/03/2020 11/03/2020 21/03/2020 31/03/2020
TIK TOK
01/03/2020 11/03/2020 21/03/2020 31/03/2020
eshops/ delivery
01/03/2020 11/03/2020 21/03/2020 31/03/2020
COOKING
01/03/2020 11/03/2020 21/03/2020 31/03/2020
Exercise at Home
Most of the categories are in increasing trends. Highest among them are on Tik Tok, eShop & delivery of products, Cooking and home exercising.

24. MONITOR
SOCIAL MEDIA
GAIN
INSIGHTS
PLAN
STRATEGICALLY
PALO
ANALYTICS
CONTACT OUR TEAM TO GET CUSTOM
ANALYSIS FOR YOUR BRAND AND YOUR
CATEGORIES OF INTEREST
Palo Analytics Teams is using Social and Web Media data to decode
consumers’ attitudes and behaviors.
Contact us for more information.
info@paloservices.com
www.palopro.io