COVID-19 // Germany POV Vol.6

METHODOLOGY
Representative Online Survey
o Wave 1: 17th-19th March 2020
o Wave 2: 24th–26th March 2020
o Wave 3: 31st March-2nd April 2020
o Wave 4: 14th-16th April 2020
o Wave 5: 21st-23rd April 2020
o Wave 6: 27th-29th April 2020
500 Respondents
14-69 years
Survey panel: respondi
By…Havas Media Solutions

ALL MEDIA GROUPS ARE USED MORE
INTENSIVELY THAN BEFORE CORONA,
EVEN IF THIS INCREASED MEDIA USE SLIGHTLY
STARTS DECLINING
Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020, 500 respondents aged 14 to 69 years

40%
36%
28% 27%
23%
22%
15%
13%
49%
47%
37%
28% 28%
23% 22%
14%
12%
49%
46%
39%
29%
31%
25%
30%
17%
15%
53%
44%
37%
28%
30%
19%
29%
19%
13%
43%
39%
34%
23%
29%
16%
26%
13%
16%
41%
35%
31%
24%
27%
17%
23%
17% 17%
Internet incl.
Social Media
TV Streaming Radio Media libraries Newspaper Gaming Magazines Podcasts
Use media: (much) more
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
MEDIA USE HAS STABILISED AT A HIGH LEVEL
THINK ABOUT THE LAST WEEK. HOW DID YOU DEAL WITH THE FOLLOWING THINGS DURING
THE LAST WEEK? Top 2 mentions on a 5-point scale
92% 90% 63% 83% 61% 61% 53% 55% 29%
Regularmediausage
(atleast2Xpermonth)
Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave

17%
39%
33%
7%
3%
11%
36%
44%
7%
2%
9%
31%
48%
10%
3%
5%
21%
56%
15%
4%4%
20%
55%
17%
3%2%
20%
54%
19%
4%
Once per hour 3-5 times a day 1-2 times a day Less often I try to avoid any
kind of information
CORONA LESS INTERESTING
HOW OFTEN DO YOU CURRENTLY INFORM YOURSELF ABOUT CORONA VIRUS?
Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020,
500 respondents aged 14 to 69 years per wave

CORONA CHANGES OUR MEDIA
BEHAVIOUR! PEOPLE LISTEN AND
WATCH MORE ATTENTIVELY

MEDIA: MORE & MORE INTENSIVELY
41%
are happy about
distraction on TV
43% think:
„Media is much
more important to
me today“
About 40%
listen to TV
& Radio
more
intensively
1/3 state, that
TV & Radio
run more often
at their home
31% watch
the news
continuously
since Corona

NORMALITY DESIRED:
IN ADVERTISING AND FOOTBALL

4%
6%
8%
11%
12%
31%
More enlightening information
No false reports
Less scare tactics
Nothing about Corona
Others news/positive news
Objective reporting
„WE EXPECT FROM MEDIA…“
OPEN QUESTION: WHAT DO YOU WANT FROM MEDIA THESE DAYS?

43%
19%
43%
12%
I finally wish for normality, also in advertising I like advertising with Corona
e.g. understanding
that it is difficult not
meeting with friends,
but that perhaps you
should rethink your
priorities.“
„A piece of
normality”
„Good news would
be great, too”
DESIRE FOR NORMALITY
Source: Survey powered by Havas Media Solutions, waves 5+6: 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
I wish for:
“Distraction- not only
COVID”
„That [the brands] not
only advertise
themselves or their
products (…), but also
communicate on a
human level
Wave 5 Wave 6 Wave 5 Wave 6

Almost all DFL‘s media partners have recently
agreed to make advance payments to the clubs
so that they don‘t go bankrupt!
of (occasional) Bundesliga spectators* have
heard of this measure and support it:
68%
60%* 12%*

29%
36%
35%
I would donate the money for the ticket to support the club.
I would at least expect a voucher as compensation.
I expect to get my money back.
…would you
donate you
ticket to your
football club?
REGARDLESS OF WHETHER YOU CURRENTLY HOLD A TICKET
TO ONE OR MORE FOOTBAL GAMES,…
(If football is watched at least occasionally)
Source: Survey powered by Havas Media Solutions, wave 6: 27.-29.4.2020,
500 respondents aged 14 to 69 years
NO CLEAR OPINION ON TICKET DONATION

60%
71%
52%
22%
4%
70%
64%
55%
23%
6%
63%
68%
53%
20%
7%
65%
68%
54%
24%
9%
Movies News Series Shows Sport
Wave 3 Wave 4 Wave 5 Wave 6
YOU HAVE STATED THAT YOU HAVE WATCHED MORE TV DURING THE LAST WEEK.
WHAT EXACTLY DID YOU WATCH MORE THAN USUAL?
HIGH USAGE OF TV FORMATS
Source: Survey powered by Havas Media Solutions, waves 3-6: 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave

SOCIAL MEDIA? YES!
BUT NOT AS RELIABLE
NEWS SOURCE

39%
36%
12%
6% 5%
44%
38%
11%
2%
5%
46%
45%
13%
6%
4%
47%
43%
16%
5% 5%
37% 37%
14%
7%
6%
Facebook Instagram Twitter Xing LinkedIn
Wave 1 Wave 2 Wave 3 Wave 4 Wave 6
WHICH SOCIAL MEDIA SERVICES HAVE YOU USED LAST WEEK?
If the internet was used more last week than usually
SOCIAL MEDIA NOT FOR SERIOUS NEWS
TO WHAT EXTENT DO YOU TRUST NEWS THAT ARE
DISTRIBUTED VIA SOCIAL MEDIA? Scale 1 (I trust
completely) to 7 (I do not trust at all)
46%
No trust
30%
Neither
nor
24%
Trust
Source: Survey powered by Havas Media Solutions, waves 1-4; 6: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave
Waves 3 & 4:
School holidays

UNDER 30 YEAR OLDS
SEEK FOR ENTERTAINMENT
IN CORONA CRISIS
…MOSTLY ONLINE

41%
31%
23%
35%
27%
24%
17% 17% 17%
64%
55%
42% 42%
34%
28%
26% 26%
24%
Internet incl.
Social Media
Streaming Gaming TV Media libraries Radio Magazines Podcasts Newspaper
Use media: (much) more All respondents U30
SIGNIFICANTLY HIGHER MEDIA USAGE FOR U30
THINK ABOUT THE LAST WEEK. HOW DID YOU DEAL WITH THE FOLLOWING THINGS DURING
THE LAST WEEK? Top 2 mentions on a 5-point scale
56%
97% 86% 58% 74% 60% 69% 40% 46% 58%
Regularmediausage
(atleast2Xpermonth)
77%
83%

U30 SEEK FOR ENTERTAINMENT ONLINE
56%
56%
63%
41%
48%
15%
7%
18%
74%
58%
55%
48%
41%
14%
14%
13%
Watched videos/movies online
Use social media
Read news
Communication (e.g. Skype
FaceTime)
Online shopping
Ordered food online
Used online dating
Use financial services
Alle U30
YOUR INTERNET USAGE IN THE LAST WEEK HAS INCREASED .
WHAT ARE YOU DOING ONLINE?
32%
100%

WHICH SOCIAL MEDIA SERVICES HAVE YOU USED
LAST WEEK?
If the internet was used more last week than usually
Quelle: Befragung Havas Media Solutions, Wellen 2+5: 24.-26.3. / 21. .23.4.2020, je Welle 500 Befragte zwischen 14 und 69 Jahren
U30 TRUST NEWS ON SOCIAL MEDIA
50%
24%
15%
38%
of 14-29 year olds trust news that are
distributed via social media.
But only 20%
of over 30 year olds trust
social media as reliable news source.

LONGING FOR TRAVEL, SHOPPING AND SPORT
26%
39%
40%
39%
55%
54%
65%
I can't wait to get back to the office.
I am happy to be able to go to the gym/sports
club again.
I can't wait being able to do errands again
without the internet.
I can't wait strolling in shops.
I can't wait to travel again.
I can't wait to go to restaurants and bars again.
I can't wait to see family & friends.
All respondents U30
15%
35%
12%
U30
Top 2 mentions on
a 7-point scale

DIGITAL LEARNING STILL IMPROVABLE
U30
I am technically well equipped and can easily
participate in digital lessons.
I regularly exchange information with my
classmates / fellow students.
My school is well prepared for working with
digital media.
I have contacts at school/university who help me
quickly with technical problems.
For learning I use self-study programs,
e.g. learning apps or learning games.
68%
40%
28%
25%
16%
TO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS?
If student/trainee (Top 2 mentions on a 7-point scale)
Student/Trainee

WHAT IS HAPPENING
ONLINE?
THROUGH THE CRISIS WITH
SHOPPING & COMMUNICATION

SHOPPING & COMMUNICATION BENEFIT
63%
56%
56%
48%
41%
18%
15%
Read news
Use social media
Watched videos/movies online
Online shopping
Communication (e.g. Skype
FaceTime)
Use financial services
Ordered food online
Wave 1 Wave 6
YOUR INTERNET USAGE IN THE LAST WEEK HAS INCREASED .
WHAT ARE YOU DOING ONLINE?
+70%
W1-W6
Source: Survey powered by Havas Media Solutions, waves 1+6: 17.-19.3. / 27.-29.4.2020,
+92%
W1-W6

88% think, that online shopping
will gain importance in the near future
VIRTUAL SHOPPING
REMAINS IMPORTANT

FASHION REACHES ITS ZENITH
31%
28%
37%
38%
57%
Books
Food
Drugstore
products
Electronics
Clothing
WHICH PRODUCTS HAVE YOU PURCHASED ONLINE?
If there was more shopping online last week than usually
Source: Survey powered by Havas Media Solutions, 6 waves: 17.-19.3. / 24.-26.3. / 31.3.-2.4. / 14.-16.4. / 21.-23.4. / 27.-29.4.2020,
+27%
W1-W6

40% OF THE RESPONDENTS STATED THAT
THEY „HOARDED“ DURING CORONA

DRUGSTORE SUPPLIES AND NOODLES
67%
51% 49%
45%
35% 33% 31%
26%
17%
WHAT EXACTLY DID YOU BUY IN STOCK?
If products were purchased in stock.
Drugstore
supplies (except
toilet paper)
Noodles/
Rice
Canned food Beverages Baking
ingredients
(flour, sugar)
Toilet paper Frozen food Coffee/Tea Bread

AND NOW?
57%
34%
12%
I start to use/eat the supplies.
I still keep more supplies than
usually.
I still buy more supplies than I
did before Corona.

NO RUSH ON SHOPS
SINCE REOPENING
63%
did NOT visit a
stationary
shop

22%
7% 7%
6% 5% 5%
4% 3%
2% 2%
NO RUSH ON SHOPS
Had-
ware
store
Clothing
store
House-
hold
goods
Book
store
Shoe
store
Elec-
tronic
store
Mall Per-
fumery
Sports
goods
Jewellery
WHICH STORES HAVE YOU VISITED SINCE RESTRICTIONS HAVE BEEN EASED?
Multiple choice possible
Alreadyopened
forawhile

53%
46%
41% 40% 41% 36% 35% 36% 35% 33% 28% 32%
17%
24%
12% 13%
21%
19%
18%
12% 14%
13% 19% 12% 14%
12% 20% 14%
17%
13%
16% 17%
22%
31%
34%
39% 37%
41%
37%
40% 37% 41%
41% 46%
50% 48%
60%
60%
3% 4% 7% 9% 9% 11% 9% 11% 14% 14% 11% 8%
15% 16% 13% 10%
W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6
Would I buy even during the crisis Would I buy pretty soon after the crisis
Would I rather put off longer Would I not consider for a while
Clothes Smartphone TV Large kitchen
equipment
Insurance Furniture Car Holidays
RELUCTANT TO SHOP
WOULD YOU CURRENTLY MAKE THE FOLLOWING PURCHASE DECISIONS OR RATHER AFTER THE CRISIS?
– except people for whom the product areas are not relevant – comparison waves 4 & 6
Source: Survey powered by Havas Media Solutions, waves 4+6: 14.-16.4. / 27.-29.4.2020, 500 respondents aged 14 to 69 years per wave

PLANNED SPENDING ON STABLE LEVEL
20% 16% 16%
11% 14% 13% 10% 8% 8% 10% 6% 5% 5% 7%
67% 70% 68%
72% 70% 70%
83% 83% 88% 85%
84% 84% 83% 80%
13% 14% 16% 18% 16% 17%
7% 9%
4% 4%
10% 11% 12% 13%
W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6 W4 W6
More Same as before Less
Estimation of consumer spending according to Corona:
Restaurants /
Bars
Cinema/
Concerts/
Theatre
Holidays/
Trips
Clothing Food/
Drugstore
products
Presents Electronics

14% plan a car purchase
in the near future
FAVOURITE CAR PRODUCERS
64%
30%
15%

45%
34%
22%
22%
15%
If there were state subsidies for the purchase of a
new car, it would be a reason for me to think
about buying a car.
In the future I plan to use the car more often for
my daily trips
I feel poorly informed about what is possible in
the current situation regarding the purchase of a
car (e.g. carrying out a test drive)
In the current situation I can very well imagine
buying my car completely online.
I feel badly informed if I can bring my car to the
car service station at the moment.
Top 2 mentions on
a 7-point scale
STATE SUBSIDIES DRIVE CAR PURCHASE
HOW DO YOU THINK ABOUT THE FOLLOWING STATEMENTS?
If a car purchase is planned in the near future.

HOME OFFICE: SATIFSFIED
WITH LOTS OF COFFEE

HOME OFFICE HAS REACHED ITS LIMIT
38%
44%
48% 49%
47%
49%
And compared to before?
*Employees, Trainees, Students
85%
68%
16%
93%
80%
24%
100%
68%
26%
98%
64%
31%
91%
78%
27%
I have regularly worked
from home before AND
currently do
I have worked from home
time to time AND currently
do
I have never worked from
home BUT currently do so
Currently working from home?*

HOME OFFICE
SEDUCES TO COFFEE
30%
drink
more
coffee

EMPLOYEES SATISFIED
88% of the employers of our
respondents have already taken measures

9%
12%
20%
21%
29%
32%
42%
46%
Virtual events (e.g. sports,
cooking events)
No actions
Short-time work
New working time arrangements
Masking obligation
Vitual meetings
Home office
New hygiene rules
HYGIENE RULES AND HOME OFFICE
HAS YOUR EMPLOYER ALREADY TAKEN MEASURES
AGAINST CORONA? Filter: if employed
64%
Satisfied
23%
Neither
nor
13%
Not
satisfied
HOW SATISFIED ARE YOU WITH THE MEASURES TAKEN BY
YOUR EMPLOYER AGAINST CORONA?

NO HOLIDAYS, NO PARTY
AT LEAST DELICIOUS DRINKS

Planned and
booked; 26%
Planned and
booked with
cancel option;
11%
Planned but not
booked yet; 18%
Neither planned
nor booked; 45%
Summer
vacation
already
booked?
18%
52%
67% 68%
41%
69%
63% 61%
Within Germany Europe by car Europe by plane Long-distance trip
Wave 4 Wave 6
Quelle: Befragung Havas Media Solutions, Welle 5: 21.-23.04.2020, 500 Befragte zwischen 14 und 69 Jahren
„MY HOLIDAYS WILL
NOT TAKE PLACE“:
PESSIMISM ABOUT TRAVELLING IN 2020

14%
8%
15%
12%
7%
17%
12%
21%
19%
6%
male female 14-29 30-49 50-69
Wave 3 Wave 6
„MY ALCOHOL CONSUMPTION HAS INCREASED SINCE CORONA“
GREAT WEATHER & DRINKS
Source: Survey powered by Havas Media Solutions, waves 3+6: 31.3.-2.4. / 27.-29.4.2020,

ALCOHOL PREFERABLY IN COMPANY
CONSUMED ALCOHOL LAST WEEK…
61%
34%
9%
6% 4%
55%
37%
6%
10%
6%
with people in my
household
alone with people via video
chat
with neighbours on
separate
balconies/gardens
with people via
telephone
Wave 3 Welle 6

DRINKS VIA VIDEOCHAT IS EN VOGUE
50% can
imagine enjoying
a few drinks
with friends via
video chat
38% consider
balcony parties with
neighbours (on
separate balconies)
26%
can imagine having a
party with friends via
video chat
26% like
the idea of playing
drinking games
at home
Analysis for people up to 30 years
Top 3 mentions on a 7-point scale
28% think
that you can also
party at home with
household members
14% think
that parties via
live streams from
clubs are a great idea
Wave 3
46% 33% 26%
32% 30%
13%

ONLINE EVENTS
WITH POTENTIAL
27% of the respondents have already
attended an online event. Education,
concerts and fitness are particularly popular.

OPEN FOR ONLINE EVENTS
HAVE YOU ALREADY PARTICIPATED OR COULD YOU IMAGINE DOING SO?
22%
14% 13%
5% 5% 3%
41%
38%
40%
43%
32%
17%
Already participated Not participated yet, but I can imagine doing so
Online seminar
(e.g.university)
Online fitness
lession
Online concert Online
cooking
Online event
(z.B.
Preisverleihung,
Fashion Show,
Gala)
Online-Wein-
verkostung

RELAXED RESTRICTIONS
BUT STILL SKEPTICISM

RELAXED RESTRICTIONS?
JOY AND SKEPTICISM AT THE SAME TIME
19%
24%
25%
45%
55%
18%
29%
29%
46%
58%
I'm definitely going to go for a
stroll in the next few days.
I will finally treat myself after the
long quarantine.
I will definitely leave the house
more than before the relaxed
restrictions.
I am very happy about the
relaxed restrictions.
I am very sceptical about the
relaxed restrictions and will
continue to stay at home more.
Wave 5 Wave 6

19%
29%
33%
34%
49%
53%
70%
23%
32%
34%
35%
55%
56%
75%
24%
37%
45%
55%
56%
69%
I can't wait to get back to the office.
I am happy to be able to go to the gym/sports
club again.
I can't wait being able to do errands again
without the internet.
I can't wait strolling in shops.
I can't wait to travel again.
I can't wait to go to restaurants and bars again.
I can't wait to see family & friends.
Wave 1 Wave 5 Wave 6
WHEN YOU THINK OF THE TIME AFTER THE CORONA CRISIS. TO WHAT EXTENT DO
YOU AGREE WITH THE FOLLOWING STATEMENTS?
Top 2 mentions on a 7-point scale
LOOKING FORWARD TO FAMILY & FRIENDS
Source: Survey powered by Havas Media Solutions, waves 1+5, 6: 17.-19.3. / 21.-23.4. / 27.-29.4.2020,

POST-CRISIS COHESION
72%
will pay more attention supporting regional products
and local traders after the Corona crisis.

THE SMALL THINGS IN LIFE…
26%
8%
9%
10%
16%
30%
35%
37%
40%
48%
I won't change anything
I will try to travel by train instead of plane
I will use public transportation more often instead of the
car
I try to avoid business trips by organizing online
meetings
I will travel less
I will pay more attention to the environment
I will appreciate systemically relevant professions more
I will avoid large crowds in the long run
I will appreciate my family and friends more
I will appreciate the little things in life more
Hardly any changes
in travel behaviour
expected
New awareness for family,
hygiene, environment and
the essential things

A different look at the essential things
Media usage remains high - still significantly higher than before Corona. Especially the group of under
30-year-olds shows strong growth in media usage. One thing is certain: Media in times of Corona
have not only gained intensity but also attention.
Nevertheless, a slight downward trend in increased usage is becoming apparent. Is normality coming
back? That is what the respondents would like to see in many areas. There should finally be a
distraction. The initiative of the media partners for the Bundesliga is received very positively.
Regarding the "hoarding“ problem, people start to go back to normal. Stocks are slowly being used
up.
The trend towards online shopping and the interest in clothing can still be confirmed. According to
the results, however, the rush on the shops has not happened so far- even though planned consumer
spending has not collapsed yet. The scepticism regarding the relaxed restrictions seems to be
working. However, the results for the younger generation show that the desire for travel & shopping is
enormous.
Employers have taken action. Measures are being and have been taken and the majority of employees
- still in their home offices - are satisfied with them.
And will people get better human beings after Corona? Our respondents are sure that after Corona
they will have a finer view of the essentials. However, the results do not show any major changes in
behaviour - for example, with regard to business trips.

COVID-19 // Germany POV Vol.6

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COVID-19 // Germany POV Vol.6