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).

1. Covid–19
Media Behaviours Report
14th May 2020
Wave 5

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. • 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. • 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. 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. 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. 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. 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. Media behaviour
changes

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Role of media
and content

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. 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. 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. 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. 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. Broader consumer
behaviour

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. 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. 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. 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. 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. 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. 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. 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. 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
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. Thank you