Vol.5: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

1. 1
Fifth Dossier – 17 April 2020
Coronavirus impact:
Habits and new hobbies

2. 2
Havas Media is conducting a continuative research to monitor the
evolutions of tendencies during the quarantine
36%
48%
16%
18-34 35-54 55+
M
46%F
54%
ALLOCATION PER
AGE GROUP
SAMPLE AND METHODOLOGY
Havas Media has conducted a
quantitative ad-hoc research on 706
cases 18+, a sample that represents
Italian citizens.
The aim is to investigate how Italian habits
are changing since the start of the
Coronavirus Emergency.
The research was launched 27 March
ALLOCATION PER
GENDER
Havas Data Insight – Proprietary research

3. 3
1°
WAVE
13-16
MARCH
2° WAVE
27 MARCH
The second wave was conducted after the first two weeks of quarantine

4. 4
Grocery shopping: stores in the neighbourhood are the preferred
ones
64,3%
28,8%
24,9%
19,8%
7,4%
I go to the nearest shop I go to the usual
supermarket
I go to local shops
(greengrocer, butcher…)
Grocery shopping online
and home delivery
Grocery shopping online
and pick up at collecting
point
HOW HAVE YOU BOUGHT GROCERIES DURING THE EMERGENCY?
Havas Data Insight – Proprietary research

5. 5
56,4%
37,0%
31,0%
9,0%
63,7%
37,3%
33,1%
8,4%You will buy
supplies to
avoid going out
You will buy
fresch products
in nearby shops
You will buy
grocery online
You will keep
goint to the
supermarket
and grocery
shopping on a
regular basis
13 March survey
27 March Survey
• The chance that in the next
weeks you will…?
% OF RESPONDENT FOR WHOM THE PROBABILITY WILL
INCRESE
26,6%
29,7%
41,3%
40,6%
Up to 10.000
inhabitants
10 – 100.000
inhabitants
100 – 250.000
inhabitants
250.000+
inhabitants
RESPONDENTS FOR WHOM THE PROBABILITY OF BUYING
GROCERY ONLINE WILL INCREASE
Online shopping is growing but it’s still preferred by those living in the
city
Havas Data Insight – Proprietary research

6. 6
Shopping at supermarket is weekly while online shopping is even
more sporadic
0%
10%
20%
30%
40%
50%
60%
70%
Daily Every 2/3 days Once a week Once every two
weeks
Less often
I go to the nearest shops I go to local shops (greengrocer, butcher…)
I go to the usual supermarket Grocery shopping online and home delivery
Grocery shopping online and pick up at collecting point
RESPONDENTS WHO HAVE ADOPTED A SPECIFIC PURCHASE MODE
• How have you bought groceries
during the emergency?
• How often?
Havas Data Insight – Proprietary research

7. 7
46,1% 45,9% 48,1%
61,9% 61,3% 61,6%
Watch TV
series/movies on
demand
Watch videos online Use social networks
13 March Survey 27 March Survey
Time spent online increases: watching videos and using social
networks
70%
Claim to have increased the
time spent online
(both from pc and smartphone)
+13PTI VS. PREVIOUS
WAVE
• The time spent on the following
activities since the beginning of
the emergency is ...?
+15,8 +15,4 +13,5
Havas Data Insight – Proprietary research

8. 8
Facebook and Instagram are most used social networks
• How often do you use
the following social
networks?
53%
35%
11%
4% 6% 6% 3%
20%
17%
12%
7%
10% 8%
3%
5%
8%
9%
8%
3%
4%
3%
7%
6%
2%
4%
6%
9%
14%
15%
11%
7%
6%
87,1%
73,7%
49,3%
41,5%
40,9%
27,9%
18,7%
0,%
10,%
20,%
30,%
40,%
50,%
60,%
70,%
80,%
90,%
100,%
Facebook Instagram Twitter LInkedIn Pinterest TikTok Twich
Più ore al giorno Una volta al giorno 2/3 volte alla settimana Una volta alla settimana Meno spesso totale
% of
respondents
claming to
have joined
the platform
Havas Data Insight – Proprietary research
Several hours per day Once a day 2/3 per week Once a week Less often Total

9. 9
Social networks are mainly used to keep in touch with friends and
stay updated on VIPs
15,9%
18,1%
20,3%
20,6%
24,0%
37,7%
45,6%
I attend online courses, created by
influencers/VIPs
I watch live streaming of VIPs and
influencers
I post stories and videos on what I do
I write comments and actively participate
in online initiatives (challenges,
giveaways…)
I watch stories of VIPs/Influencers
I mainly use DM (direct messages) to
connect with friends/contacts
I stay informed through newspapers that
have social profiles
% carry out the activity often or very often
RESPONDETS CLAMING TO HAVE JOINED A SOCIAL NETWORK
• What’s the role of the following media
during the quarantine?
• Thinking about your use of social networks
during the quarantine, how much do you
agree with the following statements?
Distrazione/ evasione
Passatempo, anti-
noia
Informazione su
prodotti/servizi che mi
interessano
Approfondire le
proprie
passioni/hobby….
Affidabilità e
credibilità
Credibilità e serietà
Social network
Trustworthy and
professional
Reliable and
trustworthy
Increase passions
and hobbies
Info on
products/services
I’m interested in
pastime
Havas Data Insight – Proprietary research
Distraction

10. 10
• What apps have you downloaded
during the quarantine?
Entertainment and messaging apps are the most downloaded
4,5%
5,1%
6,5%
19,4%
21,4%
22,2%
25,1%
30,0%
35,3%
Mindfulness (ex. Headspace,
Calm)
Dating (ex. Meetic, Tinder)
Vegetable garden and gardening
Fitness and Workout
(ex. Fitify, My Fitness Pal)
Educational
News
(ex. Ansa Mobile, Flipboard)
Delivery (ex. Deliveroo, Amazon
Prime)
Messaging and video calls
(ex. Houseparty, Telegram)
Intrattenimento
(es. Disney+, Netflix)
NETFLIX
WESCHOOL
HOUSEPARTY
FITIFY
DOWNLOADS OF SOME OF THE MOST POPULAR APPS IN THE LAST 3 MONTHS
LOCKDOWN
Havas Data Insight – Proprietary research

11. 11
The most typed search query on Google: cooking
0
10
20
30
40
50
60
70
80
90
100
21/04/2019 21/05/2019 21/06/2019 21/07/2019 21/08/2019 21/09/2019 21/10/2019 21/11/2019 21/12/2019 21/01/2020 21/02/2020 21/03/2020
Recipes
Google Trends
Google Search Index
(last 12 months)

12. 12
Personal wellbeing is important too
0
10
20
30
40
50
60
70
80
90
100
21/04/2019 21/05/2019 21/06/2019 21/07/2019 21/08/2019 21/09/2019 21/10/2019 21/11/2019 21/12/2019 21/01/2020 21/02/2020 21/03/2020
Yoga Fitness Exercise
Google Trends
Google Search Index
(last 12 months)

13. 13
There is more time to learn new things
0
10
20
30
40
50
60
70
80
90
100
21/04/2019 21/05/2019 21/06/2019 21/07/2019 21/08/2019 21/09/2019 21/10/2019 21/11/2019 21/12/2019 21/01/2020 21/02/2020 21/03/2020
D.I.Y Tutorial
Google Trends
Google Search Index
(last 12 months)

14. 14
Creativity is cultivated: you learn to paint, to take care of a small
vegetable garden, to embroider
0
10
20
30
40
50
60
70
80
90
100
21/04/2019 21/05/2019 21/06/2019 21/07/2019 21/08/2019 21/09/2019 21/10/2019 21/11/2019 21/12/2019 21/01/2020 21/02/2020 21/03/2020
Vegetable garden Paint Embroidery
Google Trends
Google Search Index
(last 12 months)

15. 15
What will remain of this quarantine: family time, cooking and reading
61,1%
40,5%
37,7%
25,8%
Spend more time with the
family
Videocalls with
friends/relatives
More time spent cooking Buy more
newspapers/magazines
• What habits will you keep
after the quarantine?
Havas Data Insight – Proprietary research

16. 16
Update: TV audience is 35% higher (out of total individuals) compared
to the same period in 2019
0,0
5,0
10,0
15,0
20,0
25,0
9-feb
11-feb
13-feb
15-feb
17-feb
19-feb
21-feb
23-feb
25-feb
27-feb
29-feb
2-mar
4-mar
6-mar
8-mar
10-mar
12-mar
14-mar
16-mar
18-mar
20-mar
22-mar
24-mar
26-mar
28-mar
30-mar
1-apr
3-apr
5-apr
7-apr
9-apr
11-apr
13-apr
15-apr
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 vs 2019 during the
week of 5-11 April
Havas Media elaboration of Auditel data

17. 17
How TV audience share per category evolves: 'light' programs are
growing while information is falling
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
01-mar 08-mar 15-mar 22-mar 29-mar 05-apr
CATEGORIES INCREASING THEIR SHARE SINCE THE
BEGINNING OF THE EMERGENCY
reality show lifestyle Cartoons
tutorial Soap operas
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
01-mar 08-mar 15-mar 22-mar 29-mar 05-apr
CATEGORIES DECREASING THEIR SHARE SINCE THE
BEGININNG OF THE EMERGENCY
game show news
sports news Light news programme
Tv news
Havas Data Insight – Proprietary research

18. 18
Update: news websites pageviews keep decreasing
-
20
40
60
80
100
120
140
160
180
200
Milions
PAGEVIEWS ON MAIN NEWS WEBSITES
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it Others
Elaborazioni Havas Media su dati Audiweb

19. 19
Takeouts and opportunities
• Grocery shopping is done once a week and time spent at home is mainly occupied by
social networks (Facebook and Instagram)
• Socials, apps and Google are used to address new needs and discover new interests
and hobbies: cooking, training, D.I.Y etc.
• Some of these habits are here to stay: spending more time with the family, cooking and
reading newspapers and magazines
• TV audience is still higher than the standard seasonal values, while news websites
pageviews keeps decreasing