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Similaire à Immediate Media Covid-19 insights - wave 3
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Immediate Media Covid-19 insights - wave 3
- 1. © 2020 Immediate Media Co. Immediate_Media
- 2. The power of Immediate As the special interest content and platform company, Immediate has always provided inspiration to millions of people every day, helping them to enjoy their passions to the fullest. As our research during lockdown showed, our audience was less likely to be impacted by lockdown, and turned to our trusted brands to help keep them busy, keep them entertained and provide support. Be it baking, gardening, cooking, home improvement, games for the kids, crafting, knitting, yoga, mindfulness, or entertainment, Immediate helped the nation to get through Covid-19. As the UK moves out of lockdown and faces into a recession predicted to be tough and long, we’ve spoken to our audience to understand their financial situation, and how their planning and spending might be affected. The largest magazine publisher in the UK, we now reach an unprecedented and unrivalled 45m UK users a month, providing our clients with a huge raft of opportunities to connect in our brand safe, trusted environments.
- 3. With the UK moving out of lockdown, our latest wave of research looks to the economic future and how recession will affect the UK’s planning and spending. We have spoken to our Immediate Insiders panel, as well as a nationally representative sample of the UK population, to understand - Their outlook on the UK economy - Their personal finances - Their purchasing habits - Their magazine usage - Their plans around Christmas and holidays These measures will be tracked over time in the coming months. Research with Immediate Insiders panel and nat rep UK sample: Wave One: 13th-15th June 2020, 1275 Insiders panel responses, 512 UK nat rep responses Immediate Audience Insight
- 4. Executive Summary 58% UK PopulationImmediate Audience ● Immediate’s audience are resilient and have lower levels of concern than the overall UK population about the UK economy ● They are much more likely to regard their financial situation as healthy, and so are not as likely to be planning on decreasing spend over the coming months, to be looking for deals or to be keeping track of their spending as the UK population are ● Financial concerns are highest amongst the UK population, such as level of debt and mortgage rates rising, meaning our audience will likely fare better in the upcoming recession ● Immediate’s audience have largely maintained their magazine purchasing habits, with 3 in 4 still receiving subscriptions, versus just half of the UK population ● Our audience are more open to buying major and household goods and the majority don’t show any signs of curbing their spending on other key consumer goods either ● The Immediate audience are still giving to good causes during these uncertain times, a further sign of their financial stability, with almost 9 in 10 maintaining, or increasing, the amount they give ● Holiday planning looks to be in full swing, with over half of the Immediate audience planning on going somewhere this year (most likely within the UK) ● It is hard to predict the status of the pandemic this coming festive season, but it seems that our audience do not plan on changing their Christmas-related habits versus last year
- 5. Immediate_Media Attitudes towards the UK economy & personal finances 1
- 6. Level of worry about the UK economy: Very/extremely worried Financial situation: Healthy finances Our audience is much more financially resilient than the wider UK population... 51% UK Population 33% Immediate Audience 49% Immediate Audience 22% UK Population
- 7. ...and are also less likely to be planning to decrease their spend over the coming months 51% UK Population Better off financially than last year 21% 20% Plan on increasing spend over next year 14% 19% UK Population Immediate Audience UK Population Worse off financially than last year 38% 46% Plan on decreasing spend over next year 31% 46% Immediate Audience
- 8. Our audience are less concerned about money related issues and more concerned by bigger societal issues (such as global warming and the ability of our government) Immediate Audience UK Population Thelevel ofdebtI have 69% 34% Mortgage ratesrising 66% 35% Myself/ partner losing theirjob 62% 26% Costof petrol 53% 42% Having enoughmoney toretire 39% 31% Costof travel increasing 34% 15% Keepingupwith thecost ofliving 27% 20% ImpactofBrexit ontheeconomy attheendofthe year 21% 12% Houseprices falling 53% 42% Costof electricityand gasinhome 18% 16% Costof food 17% 13% Thecapability ofourcurrent government 14% 10% Global warming 11% 12% Howlongthe recessionwill last 4% 5% Thecoronavirus pandemic 3% 6% Level of concern on key matters % not at all worried (higher scores indicate less concern)
- 10. Our audience are more likely to have kept up their magazine purchasing habits, particularly with regards to subscriptions Mag purchase behaviour from a shop Magazine purchase habits over last 6 months - amongst magazine users 7% Increased Stayed the same 14% 45%55% Mag received by subscription 12% Increased Stayed the same 16% 49%76% Immediate Audience UK Population Immediate Audience UK Population
- 11. Our audience are more open to buying major and household goods during this time 51% UK Population Good/OK time to buy major goods 57% 57% Bad time to buy major goods 26% 36% UK Population Immediate Audience UK Population Good/OK time to buy household goods 13% 26% Bad time to buy household goods 76% 70% Immediate Audience
- 12. Our audience aren’t curbing their spending habits as a result of the lockdown 89% Immediate Audience UK Population Food shopping Your garden Alcohol for home consumption Decorating/ updating a room(s) in home Donating to good causes/ charity Your well-being Major home improvements Gifts for friends/ family Subscription to Pay–TV provider Household furnishings (sofas, beds etc) TV/home cinema system Household goods Electrical equipment 83% 85% 73% 85% 70% 76% 63% 85% 59% 81% 72% 64% 54% 79% 88% 59% 78% 72% 56% 53% 68% 61% 78% 74% 59% % spending more/the same on since lockdown
- 13. Our audience are less conservative in their spending outlook than the UK population Likelihood to do versus last year Immediate Audience UK Population 47% Keep track of spending Pay attention to the price of grocery products Use coupons and vouchers that offer money–off Shop from own–brand ranges Search the internet for cheaper prices Choose products on the basis of special offers/deals Shop in cheaper supermarkets Use credit cards Use overdraft or loan facilities 21% 45% 24% 43% 16% 32% 11% 44% 19% 39% 17% 35% 15% 20% 7% 21% 7% % more likely to % more likely to
- 14. Our audience sits within being ‘not affected/being cautious’, whereas the UK population leans more towards being ‘cautious/taking action’ Agreement with spending persona statements I am aware of problems in the wider economy but it has not affected me much personally I’m just being a bit more cautious about how much I spend and saving a bit more I’m taking action to buy cheaper brands and/or going to less expensive shops I’ve cut out all expenditure that I can because I’m really worried about the future 17% 37% 24% 12% 49% 43% 10% 8% Immediate Audience UK Population
- 16. Our audience are a generous group, even in times of uncertainty, with 1 in 3 donating to fundraisers over the last few months 51% Have donated to one-off fundraiser initiatives in the last 3 months 38% 23% 51% Intend to donate to one-off fundraiser initiatives in next 6-12 months 32% 25% Immediate Audience UK Population Immediate Audience UK Population
- 17. Since lockdown, almost 9 in 10 of our audience have increased, or maintained, their charitable giving Spending more/the same on donating to good causes/charity since lockdown started 85% Immediate Audience 59% UK Population
- 19. Over half of our audience plan on taking a break this year, with staycations looking to be the favoured choice 53% Planning holiday somewhere this year 73% In the UK 27% Outside the UK Immediate Audience Where planning on going
- 20. Our audience do have some concerns when it comes to holidays though, so it will be important to communicate with them to combat those concerns. The overall UK population have more finance related holiday concerns 51% Concerns with taking holidays this year 55% 47% 43% 43% 37% 34% 16% Catching Covid-19 Not being able to socially distance Cleanliness of accomodation Being quarantined on arrival/return Safety of transport Cost increases Not having enough money Immediate Audience UK Population 54% 42% 41% 46% 34% 40% 29%
- 22. Our audience are likely going to maintain their spend this coming festive season... Intended spend this year on Christmas related items, versus last year 8% Food Gifts for family Cards Gifts for friends Entertainment Immediate Audience UK Population 18% 5% 10% 1% 6% 1% 7% 3% 7% 77% Food Gifts for family Cards Gifts for friends Entertainment 58% 75% 52% 72% 53% 48% 67% % spend more on % spend the same on 72% 52%
- 23. ...and don’t plan on altering time spent with family in the same way the UK population are Time spent with family this Christmas, versus last year 56% Immediate Audience 39% UK Population 18% UK Population 9% Immediate Audience Same amount of time Less time
- 24. We have seen huge spikes in traffic around key areas as people stay home and get inspired including: Digital traffic explosion 25.8m 9.7m 1.1m 2.2m UK users in June 2020 (Vs 26m usual average) UK page views June 2020 Global users June 2020 paid social impressions (up 22% YOY) 45m 171m 74m 88m
- 25. Already the largest subs base of any consumer publisher and over 241,000 new subscriptions sold in 2020 Up 93% year on year +50K subscriptions +133% yoy +27K subscriptions +83% yoy +53K subscriptions +173% yoy Immediate reach 4.2million print readers every month Massive print subscription gains
- 26. ● We’re already the home of the UK’s biggest passion brands - and even more so now ● Our brands have never been more relevant ● We deliver vast reach with quality audiences, with laser targeted, unique data ● Our products are guaranteed to reach a discerning audience ● We’re truly independent with no political bias ● Our editorial content is brand safe and positive ● There is no better time to advertise to achieve amazing results ● We will drive home your key messages in trusted, credible environments, at scale Why Immediate?