Coronavirus impact on platforms and habits

1 Third dossier – 27 March 2020
Coronavirus impact on time budget,
and platform fruition

2
26%
55%
19%
18 - 34 35 - 54 55 +55% 45%
A proprietary research investigating how the Emergency has changed
Italian habits: our proprietary research shows how
SAMPLE AND METHODOLOGY
Havas Media has conducted a quantitative
ad-hoc research on 800 cases 18+, a sample
that represents Italian citizens.
The aim is to investigate how Italian habits are
affected by the Coronavirus Emergency.
The research was conducted between
13-16 March, the first weekend after
the government decided to extend the lock
down to all the country, and all citizens have
been asked to stay home and limit their
movements only to essential ones.
Average Age:
43 years old
North west: 34%
North east: 19%
Centre: 20%
South and isles: 27%

3
RED ZONES DECREE
COUNTRY LOCKDOWN
#IORESTOACASA
RESTAURANTS AND SHOPS
CLOSED
COLLECTION PERIOD
OF HAVAS MEDIA RESEARCH
Death Recovered Positive for Coronavirus
Havas Media research was conducted after the restrictive measures
were extended to the entire country

4
This week we will analyse in depth the results of the first survey
conducted
FIRST WAVE SECOND WAVE
COMING SOON!

5
Clear impact on mobility, social life and redefinition of leisure time
41%
14%
35%
63%
44%
61% 60% 60%
42%
29%
35%
49%
45%
68%
57%
69%
36%
15%
41% 42%
30%
70%
55%
64%
Time mgmt Children
Organisation
Household
mgmt(cleaning,
grocery shopping...)
Leisure Time
organisation
Work organisation Movements/trips Meet
friends/relatives
Social Life
18 - 34 35 - 54 55 +
WHICH ARE THE MAIN DIFFERENCES IN YOUR LIFE SINCE THE BEGINNING OF THE EMERGENCY?
• What changed the most?
• How do you spend your day
at home?
Havas Data Insight – Proprietary research

6
Economy and society were the most affected by Smartworking
adoption
41,9%
Had to change the organisation and management of
day-to-day work
“I’m working from home, thanks to the
smartworking, and going to the office only if
unavoidable. It’s a chance to do those
houseworks I never have time for”
“Smartworking helps me save the time to get
to work. I have more than an hour I can spend
with my kids”
“Working from wasn’t easy at first but
everyday my family and I are getting used to
it”
at home?

7
Living with kids: a complicated organisation of family and work
WHAT CHANGED
THE MOST?
at home?
Time mgmt
Children organisation
Household mgmt
(cleaning, grocery
shopping…)
Leisure time
organisation
Worktime organisation
Movements/trips
Meet friends/relatives
Social life
Tot. Respondent
I live with grown children
I live with small children

8
Couples without kids had to redefine their family time-budget too
Time mgmt
Household mgmt
(cleaning, grocery
shopping…)
Leisure time
organisation
Movements/trips
Social life
Tot. Respondent
Young couple without kids
Senior couple without kids
WHAT CHANGED
THE MOST?
at home?

9
Singles and those living with their parents were less affected
Time mgmt
Household mgmt
(cleaning, grocery
shopping…)
Leisure time organisation
Movements/trips
Social life
Tot. Respondent
I live with my parents
I live alone
WHAT CHANGED
THE MOST?
at home?

10
Restrictive measures forced families to redefine their grocery
shopping habits
• The chance that in the
next weeks you will…?
30%
0%
-5%
-11%
-17%
-35%
You will buy supplies to avoid going out
You will sign up for grocery delivery services
You will buy fresh product in nearby shops
You will buy grocery online
You will go out daily to buy fresh products
You will keep going to the supermarket and grocery shopping regularly
Net variation among respondents who increased vs. decreased the
way the buy since the beginning of the emergency

Milano 11
Grocery shopping: online is more relevant
• How do you grocery
shopping during these
weeks?
63,8%
42,6%
20,3%
3,7%
I go to the
usual
supermarket
I go to local
shops
Grocery online
shopping and
home delivery
Grocery online
shopping and
pick up at
collecting point
77%
Shopping only offline
17%
Shopping only online
6%
Both off and on
% ON TOTAL BUYERS BASIS
IMPACT % ON POPULATION BASIS

12
Nearby shops and grocery shopping online play a key role
62,4% 61,5%
68,2%
62,0% 62,0%
38,8% 39,4% 40,1%
46,9% 49,1%
14,1%
17,6%
20,2% 20,4%
30,6%
2,4%
5,0% 2,9% 4,9%
1,9%
1 2 3 4 5+
SHOPPING HABITS PER NUMBER OF FAMILY COMPONENTS
I go to the usual supermarket I go to nearby shops
Online shopping and home delivery Online shopping and pick up at collecting point
weeks?

13
Senior couples and singles stuck to their shopping habits
62,5% 61,1%
66,9% 65,3%
59,2%
71,7%
46,6% 46,6%
41,0%
33,7%
49,0%
28,3%
17,0%
27,9%
19,3%
10,9%
24,5%
13,0%
2,3% 3,8% 2,4% 2,0%
9,2%
4,3%
I live with grown children I live with small children I live with my parents I live alone Young couple without kids Senior couple without kids
SHOPPING HABITS PER LIFE CYCLE PHASE
I go to the usual supermarket I go to nearby shops
Online shopping and home delivery Online shopping and pick up at collecting point
weeks?

14
How we spend time online
93% 93%
73% 72% 72%
Watch online
video
Use Social
Networks
Watch stories (FB
and IG)
Watch live
streamings on
Instagram and
facebook
Comment on
websites, blog,
forum, influencer
% of respondents spending their time on a certain activity
“board games then TV and
social networks “
“I keep in touch with others
mainly via mobile and social
networks”
“ my day goes by cooking
while listening to TV and news,
reading in the afternoon and
then social networks to hear
from friends, contacts and to
keep informed”
• The time you spend on the following
activities since the beginning of the
emergency is ...?
• How do you spend your days at home?

15
Time spent on platforms increases
“these days we run less and we spend
time together more, passing more time on
the internet and social networks
commenting and keeping informed, I have
more to read”
“I spend much more time on social
networks: following news, besides TV
news, I keep in touch with friends and
relatives and watch VIPs’ live streaming”
“Lacking something else to do I’m
watching more live streaming on FB and
Instagram stories”
0%
10%
20%
30%
40%
50%
60%
70%
Using Social
Networks
Watch stories (FB
and IG)
Watch live
streaming on
Instagram and
facebook
Watch online video Commenton
websites, blog,
forum, influencer
18- 34 35-44 55+
% OF RESPONDENT INCREASING THE TIME DEDICATED TO A SPECIFIC ACTIVITY, PER AGE GROUP
emergency is ...?

16
The official hashtag is a success: Instagram creates a licensed sticker
and an ad-hoc channel
Havas Data Insight – Brandwatch – periodo di rilevazione 13-26 marzo 2020
+1.5MIO
Of Instagram posts and a
dedicated channel to
collect all stories
From an analysis on co-occorrences made on images, the categories more
related with the hashtag are:
• FOOD
• BEAUTY
• INTERIOR DESIGN

17
A double digit growth for TV on demand
0%
10%
20%
30%
40%
50%
60%
Amazon
Prime
Video
Netflix Rai Play Sky Go Mediaset
Play
Dazn Disney+ Now tv TimVision DPlay
Already a subscriber I will subscribe
“I can start TV
series marathon
without feeling
guilty for not
going out”
“TV series and
movies on
demand all
afternoon”
46,1%
Has incresed the
consumption of TV
series/movies on demand
% OF RESPONDENT
emergency is ...?
• As per online platforms, please,
indicate which phrase better represents
your behavior

18
Radio TV channels are growing too
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
9-feb
10-feb
11-feb
12-feb
13-feb
14-feb
15-feb
16-feb
17-feb
18-feb
19-feb
20-feb
21-feb
22-feb
23-feb
24-feb
25-feb
26-feb
27-feb
28-feb
29-feb
1-mar
2-mar
3-mar
4-mar
5-mar
6-mar
7-mar
8-mar
9-mar
10-mar
11-mar
12-mar
13-mar
14-mar
15-mar
16-mar
17-mar
18-mar
19-mar
20-mar
21-mar
22-mar
23-mar
AUDIENCE OF RADIO TV CHANNEL PER AVERAGE MINUTE
Radio Italia Tv RTL 102.5 Deejay Tv
+80%
+89%
+93%
0
50.000
100.000
150.000
200.000
07:05
08:10
09:15
10:20
11:25
12:30
13:35
14:40
15:45
16:50
17:55
19:00
20:05
21:10
22:15
23:20
00:25
01:30
RTL 102.5
Week 9-Feb Week 15-Mar
0
50.000
100.000
150.000
200.000
07:05
08:10
09:15
10:20
11:25
12:30
13:35
14:40
15:45
16:50
17:55
19:00
20:05
21:10
22:15
23:20
00:25
01:30
RADIO ITALIA TV
0
20.000
40.000
60.000
07:05
08:10
09:15
10:20
11:25
12:30
13:35
14:40
15:45
16:50
17:55
19:00
20:05
21:10
22:15
23:20
00:25
01:30
DEEJAY TV
DAILY LISTENING
CURVES
Havas Media elaboration of Auditel data

19
Update: TV audience keep growing, especially on light viewers
15,0
13,5
12,8 12,6 12,6 12,8
13,1
14,4
13,2
12,7 12,7 12,6 12,7
13,5
15,1
14,3 14,1 14,1 13,9
13,7
14,4
15,7
14,3
14,0
13,6
14,3 14,5
15,2
16,7
15,8 16,1
16,4
16,9
17,3
18,3
18,8
17,2 17,2 17,0 17,3 17,3
18,1
19,7
18,2 18,1 18,4 18,5
12,0
13,0
14,0
15,0
16,0
17,0
18,0
19,0
20,0
21,0
Million
TV AUDIENCE PER AVERAGE MINUTE
SETTIMANA 15-21 MARZO VS. 9-15 FEBBRAIO
+ 33.0% AMR
+ 6.1 pp REACH (= 80.4%)
+ 22.8% TIME SPENT (= 7h 05’)
Havas Media elaboration of Auditel data

20
Update: News websites pageviews maintain the doubled growth of
their volumes
-
20
40
60
80
100
120
140
160
180
200
SAT
15-2
SUN
16-2
MON
17-2
TUE
18-2
WED
19-2
THU
20-2
FRI
21-2
SAT
22-2
SUN
23-2
MON
24-2
TUE
25-2
WED
26-2
THU
27-2
FRI
28-2
SAT
29-2
SUN
1-3
MON
2-3
TUE
3-3
WED
4-3
THU
5-3
FRI
6-3
SAT
7-3
SUN
8-3
MON
9-3
TUE
10-3
WED
11-3
THU
12-3
FRI
13-3
SAT
14-3
SUN
15-3
MON
16-3
TUE
17-3
WED
18-3
THU
19-3
FRI
20-3
SAT
21-3
SUN
22-3
MON
23-3
TUE
24-3
Million
PAGEVIEWS ON MAIN NEWS WEBSITES
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI
PageViews: 21-24 Mar vs 15-18-Feb
TOT. AUDIWEB WEBSITES +74%
NEWS WEBSITES +105%
OTHER WEBSITES +50%
Havas Media elaboration of Audiweb data

21
Takeouts and opportunities
• Families had to reorganise their time, work and household activity. Especially those with
kids
• Grocery shopping has been optimized to contain movements: nearby shops and online
stores are key particularly for large families
• Digital platforms are essential to access entertainment content and to keep in touch with
others. And this is true across all age groups
• Time spent at home let people pursue what they’re passionate about and also find new
inspiration: food, beauty, interior design are the most recurring contents shared in online
stories
• TV audience keeps growing. Pageviews on news website is stable, with doubled
volume.

Coronavirus impact on platforms and habits

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