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Humology Covid19 Research Oct 2020
The document outlines the shifts in consumer behavior in Myanmar due to COVID-19, highlighting increased engagement with mobile games, online video, and online shopping. A survey shows that 80% of consumers have modified their activities, increasing their reliance on digital technologies for various needs. Brands are encouraged to adjust their communication strategies to connect with consumers in a more effective and engaging manner during these changing times.
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Humology Covid19 Research Oct 2020
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- 2. FormatsHumology PlatformPremium PublishersHumology StudioPrediction AI Audiences Humology UI THE HUMOLOGY END-TO-END ADVERTISING PLATFORM BANNERS VIDEO RICHMEDIA NATIVE
- 3. BRAND CREATIVE We startby receiving the brand’s creative assets CREATIVE SUPPORT Our creative platform & strategy teams bring together media and creative to deliver evidence-based marketing campaigns that drive real business outcomes GREAT AD EXPERIENCES In partnership with our clients, we create ad experiences that are built for the mobile device and fuelled by consumer engagement SMART USE OF DATA We use massive amounts of data to deliver the right creative that connects to the right consumer MASSIVE REACH We work with best local and global publishers to connect our clients with 35 million people in Myanmar GUARANTEED OUTCOMES Humology guarantees outcomes like incremental visits or video views so that marketers connect with a more engaged audience HOW WE WORK WITH CLIENTS
- 4. 4 About The Report Manyparts of Myanmar have recently been under total lockdown in order to contain the spread of the Coronavirus. This has had a substantial impact on how people are living their day to day lives and also how they are now consuming media. With limited ability to lead a pre-COVID19 existence, consumer habits have adapted to a new normal. Consumers have broadened their adoption of ‘new technologies’ to support their requirements from online shopping/food delivery services to entertainment habits. Humology has tracked how these behaviours have changed and how advertisers can best converse with their audiences. The survey was conducted by Humology across 1,000 people living in Myanmar with an age range of 18 to 75.
- 5. 5 Shifts in ConsumerBehaviour Game of Phones 54% increase in consumers saying they play mobile games “multiple times per day” Manners Maketh Man 4 in 5 consumers do not like formats that are interruptive to their digital experience Move Beyond Silos Consumers have broadened habits across multiple environments Video Is the Myanmar Star 70% of consumers have watch online video at least once a day Trust Needs to be Earned With a charged political environment and mixed messaging local and global sites and apps become key territories Humology Consumer data 2020
- 6. 6 Social distancing is thenew norm in times of COVID19 80% have cut back on social and outdoor activities across Myanmar Humology Consumer data 2020 71% 70% 61% 49% 38% 82% 80% 90% 85% 43% Work from home or reduce office hours Reduce outdoor and social activities Cancel vacation plans Cancel work travel plans Start attending online classes Select the following that applies to you in response to the Coronavirus Covid-19 situation Apr-20 Oct-20
- 7. 7 MYANMAR CONSUMERS CAN NOW BEREACHED ACROSS A MULTITUDE OF ENVIRONMENTS MYANMAR MONTHLY UNIQUES Total Market Facebook 35m 22m Messaging 15m Gaming 14m YouTube 4.75m TikTok 4.25m Music 2.2m Utility 1.6m Sources: Flurry Analytics, Facebook, Google, Humology, AdColony, Viber
- 8. 80% of consumershave added a new app on their smartphone since COVID19 Humology Consumer data 2020 0 1 2 3 4 5 6 or more
- 9. 9 Smartphone usage ispeaking as respondents avoid going outside 90% 88% 23% 25% 20% 82% 66% 32% 30% 16% 84% 60% 35% 16% 6% Smartphone Laptop/Desktop TV Tablet Gaming console Gen Z Gen Y Gen X Humology Platform data 2020
- 10. 1 0 56% of consumersnow go online multiple times every day - an increase of 75% since COVID19 Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
- 11. 1 1 Consumers in Myanmarspend most of their time watching online video and playing mobile games & watching TV during the crisis Humology Consumer data 2020 60% 57% 51% 54% 45% 69% 65% 55% 49% 39% Increase onlive video streaming Play more mobile games Watch more TV Spend more time on social media Read more news on physical newspapers Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19 situation. Apr-20 Oct-20
- 12. 1 2 People are connected online24/7 during the crisis Social media ranks 4th in terms of how consumers across Myanmar increasing time spent over COVID19 69% have increased video streaming on Netflix or online TV 65% are playing more games on their smartphones and tablets 49% are spending more time on social media 45% are reading more news on physical newspapers 55% are watching more TV 1st 2nd 3rd 4th 5th Humology Consumer data 2020
- 13. 1 3 71% of consumersnow watch online video every day – an increase from 42% since COVID19 Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
- 14. 1 4 Online Video streaminghas seen a high number of new app downloads and a large increase in sessions Total Downloads (millions) Total Sessions (Millions) Humology Platform data 2020 96 98 100 102 104 106 108 0.78 0.8 0.82 0.84 0.86 0.88 0.9 0.92 0.94 0.96 0.98 1 12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20 Total Downloads Total Sessions
- 15. 57% of consumersare playing more mobile games since the outbreak 52% of the mobile gaming audience are female Humology Consumer data 2020
- 16. 1 6 72% play mobilegames every day with a 37% increase in consumers playing multiple times per day Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
- 17. 1 7 Mobile gaming downloadsand sessions have increased Total Downloads (millions) Total Sessions (Millions) Humology Platform data 2020 75 80 85 90 95 100 105 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20 Total Downloads Total Sessions
- 18. 1 8 Social platforms likeFacebook are the least trusted media by Myanmar consumers, particularly for COVID- 19 updates and political content Humology Consumer data 2020 69% 68% 50% 75% 72% 46% Local Apps & Websites Global Apps & Websites Social Media Where do you look for trusted news and information during the Coronavirus Covid-19 situation? Apr-20 Oct-20
- 19. Networking, education and entertainment top theinterests however they are interested in a wide range of content Interests on Mobile 98% 95% 91% 90% 87% 85% 84% 83% 82% 80% 72% 52% Socialnetw orking Education/W ork-related Entertainm ent R ealTim e Inform ationSports & Fitness N ew s & C urrentevents H ealth & B eautyTravel& H olidays Fashion & C lothing C onsum erelectronicsM otors & V ehicles H om e & G arden All Adults Humology Mobile Usage Study 2020: Adults
- 20. 2 0 Consumers across mostcategories show increased time spent with Mobile Games, Online Video and Apps 0 20 40 60 80 100 120 140 160 180 Moms Young Males Young Females High Net Worth Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps Humology Consumer data 2020
- 21. 2 1 Frequency of onlineusage has increased post COVID Breakfast (6-10am) Morning (10am-12pm) Lunch (12-2pm) Afternoon (2-5pm) Evening (5-8pm) Late Night (8pm-12am) Top Apps Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Peak timings APR 2020Peak timings pre COVID Humology Platform data 2020 Peak timings OCT 2020
- 22. Ensure that youare using formats where your target audience feels as though they are in control and/or there is a value exchange Humology Mobile Usage Study 2020: Adults 82% 78% 57% 52% 51% 45% 31% 31% 20% 19% 18% 22% 43% 48% 49% 55% 69% 69% 80% 81% User-initiated mobile app Interactive Rich Media Native Ads In Feed click-to-play Skippable pre-roll Social click-to-play Standard Banner In Feed auto-play Social auto-play Pre-roll Positive Negative
- 23. 2 3 58% are planningto purchase groceries and household items online Humology Consumer data 2020
- 24. 2 4 Across Myanmar morethan 58% of respondents are planning to shift purchases online Humology Consumer data 2020 58% 52% 45% 24% 62% 58% 55% 23% Shift more purchases from offline to online Purchase groceries/household items online Increase my usage of delivery services Purchase more from local stores Select all that best describe your purchase behavior for the next few months Apr-20 Oct-20
- 25. 84% of consumerswant brands to continue communicating during this crisis Humology Consumer data 2020
- 26. 2 6 43% of consumershope to see ads featuring latest promotions and discounts Humology Consumer data 2020 77% 54% 38% 21% 17% 23% 18% 84% 62% 55% 43% 26% 15% 15% Keep communicating with consumers Information around product health and safety Compassionate messaging Information around latest promotions and discounts Efforts to support local communities Pause brand communications Right type of humour to lighten the mood Select all that best describe your purchase behavior for the next few months Apr-20 Oct-20
- 27. 2 7 40% 39% 25% 23% 23% 43% 33% 29% 22% 21% 15% 20% 25%30% 35% 40% 45% Food & Beverage Travel FMCG Realestate Energy/Oil/Gas Consumers are concerned by brands that appear next to COVID19 content IAS Covid Report data 2020 Food & Beverage and Travel brands top the list of verticals that consumers DON’T want to see adjacent to Coronavirus content
- 28. 2 8 The mobile appecosystem is tailormade for brand suitability Professional Brand-safe environment Exclude UGC Focused & captive audience Increase in consumer time spent
- 29. Humology Rich Media– Deck of Cards Challenge Strategy Reach 45.3% Brand Safety 98.8% CTR 9.17% Interaction (MRC) 9.08% Click Through Rate x18 Higher than market average Interaction Rate 200% Higher than market average A FOOD DELIVERY BRAND ACHIEVES BRAND RECOGNITION USING HUMOLOGY RICH MEDIA • Foodpanda was position itself as the new technology delivering platform in food market. • They wanted to interrupt and engage with the consumer while they only available in certain locations in Yangon, Mandalay, Mawlamyaing, Bagan, PyinooLwin • Simple engaging rich media unit that convey multiple messages to the target consumers. • Hyper targeting to specific locations. Contextual targeting to Food sites/apps. Interest targeting to consumers that regularly eat out/use food apps. • Used A.T.O.M. AI optimization to drive guaranteed results Click to play video
- 30. 3 0 What should Brandsdo to address the Fluid Times and Shifts In Consumer Behavior? Stay In Touch Remain calm and continue your communication and engagement with consumers in the right tone of voice. Make consumers feel that you are available and ready in times of crisis. Shift Your Media Understand where consumers are spending more time across apps, online video and mobile gaming. Shift your media plan accordingly. Think Engagement Consumers have more time to spend with you and your brand online than ever before. Ensure you use the right mix of interactive rich media, playable and video formats to give them a reason to engage. This is not a time for static images.
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