Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

COVID-19 // Media Behaviours Report Vol.3 // Havas Media UK POV

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 fourth 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).

  • Soyez le premier à commenter

COVID-19 // Media Behaviours Report Vol.3 // Havas Media UK POV

  1. 1. Covid–19 Media Behaviours Report 16th April 2020 Wave 3
  2. 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 _2
  3. 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 third wave of results. Fieldwork was carried out over a 24 hour period from 13-14 April. 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 _3
  4. 4. • Peoples behaviour has stabilised considerably wave on wave now that we are several weeks in to the lock down. • We continue to feel more informed and less overwhelmed at a total level, although younger people feel more acutely lonely and overwhelmed. • Trusted and meaningful media channels continue to be very important, although growth is now flattening out wave on wave as peoples consumption habits stablise as they get used to Covid-19 living. • Video streaming is the only form of media consumption that has seen any growth wave on wave as people look for new content to entertain themselves. • We are seeing a very slight decline in news-brands which may be a result of people feeling more informed or it could be a reflection of fatigue around the level of Covid-19 content. • Information is still the primary need state, peoples needs have remained relatively unchanged wave on wave as people get used to their new lifestyles. • Home and garden content continues to increase in importance as people look to improve their immediate surroundings. • While people are continuing to put off big ticket items like a car; they are starting to think about smaller but important purchases such as insurance, utilities and new phones. • We continue to see small increases in younger people looking to education during this time. EXECUTIVESUMMARY Executive summary _4
  5. 5. CONSUMERMINDSET _5 Although anxiety remains high, people continue to feel more well informed and slightly less overwhelmed as they get used to the Covid-19 way of life. Younger people are more likely to feel overwhelmed and lonely Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 3 only 28% 39% 22% 10% 19% 21% 6% 8% 4% 37% 41% 21% 18% 17% 12% 9% 10% 2% 40% 39% 18% 17% 15% 11% 10% 9% 2% Well informed Anxious Overwhelmed Isolated / lonely Unsafe Confused More connected to my community Reassured Other Wave 1 Wave 2 Wave 3 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 36% 41% 41% 39% 46% 30% Well informed 27% 29% 39% 40% 44% 51% Overwhelmed 24% 21% 22% 17% 20% 12% Isolated / lonely 24% 22% 19% 15% 15% 11% Confused 18% 17% 8% 9% 6% 7% Reassured 16% 11% 8% 9% 7% 8% Unsafe 11% 16% 18% 16% 16% 13% More connected to my community 11% 13% 9% 10% 10% 9% Other 2% 1% 2% 2% 4% 3%
  6. 6. LIFESTYLE _6 New working and social patterns are now established and remain largely unchanged this wave, although we are seeing a minor increase in people social distancing and those saying they have had to stop working altogether Change in working situation – TOTAL Change in working situation, wave 3 – BY AGE Change in personal / social situation – TOTAL Change in personal / social situation, wave 3 – BY AGE 48% 8% 14% 18% 10% 3% 30% 21% 25% 15% 8% 2% 32% 23% 22% 15% 9% 2% There's been no change to my working pattern at all I’ve had to stop working altogether I am working from home all the time 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 53% 19% 15% 23% 60% 38% 22% 2% 65% 32% 20% 2% 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 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+ WFH all the time 33% 26% 30% 24% 18% 11% Stopped working altogether 25% 28% 25% 25% 24% 12% WFH more often 25% 26% 21% 18% 8% 2% No change 13% 14% 19% 24% 42% 62% Working reduced hours 12% 10% 14% 12% 6% 3% Working shifted hours 7% 3% 3% 3% 2% 0% 18-24 25-34 35-44 45-54 55-64 65+ I’m taking part in social distancing and seeing less people 57% 66% 65% 73% 69% 60% I’ve chosen to self-isolate 32% 31% 29% 24% 29% 41% I’ve been advised / forced to self-isolate 31% 23% 22% 14% 13% 19% I've not changed my behaviour at all 5% 1% 2% 4% 3% 2%
  7. 7. LIFESTYLE We are seeing popularity surges for brands who put their employees first and conversely angry sentiment towards those that don’t _7 According to Edelman’s Brand Trust and the Coronavirus Pandemic report 78% of us believe businesses have a responsibility to ensure their employees are protected from the virus in the workplace and do not spread the virus into the community. The treatment of employees is getting more attention both from media but also general public with the best example being a crowd-sourced spreadsheet that calls out the companies mistreating their employees. Two of the British brands – Sport Direct and Wetherspoons – have been sparked public anger after their respective CEOs attempted to keep its stores open despite the lockdown or pay its workforce. YouGov BrandIndex shows that this recent behaviour may have had an adverse effect on consumer perceptions. Similarly several Premier League clubs have recently found themselves on the wrong side of popular opinion after furloughing and/or cutting wages of non-playing staff. On the other end of the spectrum we have Marks & Spencer which has announced 15% pay rise for shop floor staff working on the frontline in its food stores, and confirmed that furloughed staff will receive full pay. Uber on the other hand created a dashboard to help to help its drivers find work at other companies and Microsoft will extend three months’ paid parental leave to all full-time employees.
  8. 8. LIFESTYLE _8 As the government imposed lockdown looks set to continue, people across all age groups are continuing to avoid public places, particularly older generations 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 3 – BY AGE 64% 62% 59% 60% 55% 53% 36% 32% 82% 80% 78% 76% 78% 73% 57% 60% 81% 78% 77% 76% 76% 74% 60% 57% Restaurants, pubs & bars Cinemas Public transport International travel Shopping centres Sports events Shops in general The workplace Wave 1 Wave 2 Wave 3 18-24 25-34 35-44 45-54 55-64 65+ Restaurants, pubs & bars 70% 69% 74% 86% 87% 92% Cinemas 69% 68% 72% 81% 83% 85% Public transport 67% 65% 71% 78% 85% 88% Sports events 67% 63% 70% 78% 81% 82% International travel 63% 68% 69% 78% 81% 87% Shopping centres 63% 67% 71% 76% 80% 85% The workplace 56% 49% 52% 57% 59% 67% Shops in general 51% 56% 58% 58% 60% 68%
  9. 9. LIFESTYLE _9 Social distancing remains on the top of the agenda Google published reports for 131 countries showing whether visits to shops, parks and workplaces dropped in March. Reports are based on actual location data (aggregated and anonymised according to Google). Based on their blog post they will continue publishing these moving forward. Apple has followed suit and introduced similar tool using data from Apple Maps. Several European countries, including UK, have been developing contract tracing app – similar to those used in some of the Asian countries. An unlikely partnership offered its help – Apple and Google announced they’re partnering on to work on Bluetooth technology that will allow governments and health agencies to more easily conduct contact tracing. Reportedly they’ve been working with UK’s National Health Service. However questions about privacy remain. While most companies have raised to the challenge and used their power to amplify ‘stay at home’ message or stress the importance of social distancing, reports show that in US some companies have decided to… trademark ‘social distancing’! Nothing left but to look forward to social distancing shirts, hats, signs, and stickers in online stores near you…
  10. 10. Media behaviour changes
  11. 11. CHANNELCHANGES _11 While still elevated compared to the time before COVID-19, media consumption has started to flatten out or slightly decrease this wave, as people settle into their new routines Change in media channel usage, Wave 3 36% 34% 31% 31% 15% 14% 13% 12% 11% 9% 6% 3% 2% 24% 26% 31% 30% 20% 21% 20% 22% 17% 15% 14% 3% 5% 17% 27% 29% 28% 33% 23% 27% 37% 23% 38% 23% 5% 14% 2% 2% 3% 2% 6% 3% 4% 9% 2% 5% 3% 3% 5% 1% 2% 2% 1% 8% 3% 3% 8% 3% 5% 3% 58% 37% 21% 9% 4% 9% 19% 36% 34% 12% 43% 28% 51% 28% 37% 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) Reading Newspapers (either physical copy or online) Mobile gaming (e.g. Candy Crush, Clash of Clans) Music streaming (e.g. Spotify, Deezer) Listening to the Radio 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 (w3 VS. w2) +4% 0% -1% 0% -7% -1% -2% -2% -1% -5% -2% -1% -3% NET doing less of (w3 VS. w2) 0% 0% 0% 0% +2% 0% 0% +2% -1% +2% -1% +4% +4% How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
  12. 12. CHANNELCHANGES _12 Only video streaming sees a further increase this wave. Newspapers see the biggest decrease this wave, suggesting a saturation of news content or that people already feel well informed / fatigued by Covid 19 Change in media channel usage, Wave 3 Change Wave 3 vs. Wave 2 NET DOING MORE OF NET DOING LESS OF Watching live TV (on TV set or other device) 63% 5% Watching video on demand (e.g. iPlayer, Now TV, YouTube) 61% 3% Visiting Social Media websites 60% 4% Video streaming (e.g. Netflix, Amazon Prime) 59% 3% Mobile gaming (e.g. Candy Crush, Clash of Clans) 35% 7% Reading Newspapers (either physical copy or online) 35% 14% Listening to the Radio 35% 17% Music streaming (e.g. Spotify, Deezer) 33% 6% PC & Console gaming. 29% 5% Reading Magazines (either physical copy or online) 24% 10% Listening to podcasts 21% 5% Posters on street or on public transport 7% 42% 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 -1% 0% 0% 0% 0% 0% 4% 0% -1% 0% -7% 2% -2% 2% -2% 0% -1% -1% -5% 2% -2% -1% -3% 4% -1% 4%
  13. 13. CHANNELCHANGES _13 25-44s show an increased consumption of Video Streaming, Social Media and VOD this wave. The over 55s have also upped their consumption of Video Streaming vs. wave 2 Change in media channel usage wave 3, by age Change in use of media (Net doing more Wave 3 vs. Wave 2) 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) 86% 81% 74% 58% 50% 28% Visiting Social Media websites 83% 79% 71% 61% 51% 34% Watching VOD (e.g. iPlayer, Now TV, YouTube) 79% 80% 73% 58% 50% 37% Watching live TV (on TV set or other device) 67% 68% 64% 61% 65% 55% Music streaming (e.g. Spotify, Deezer) 65% 51% 42% 28% 21% 10% Mobile gaming (e.g. Candy Crush, Clash of Clans) 57% 54% 46% 38% 18% 11% PC & Console gaming. 55% 50% 34% 24% 15% 8% Listening to podcasts 42% 32% 26% 16% 16% 5% Reading Newspapers (either physical copy or online) 40% 38% 36% 33% 37% 28% Listening to the Radio 37% 37% 38% 38% 34% 28% Reading Magazines (either physical copy or online) 35% 31% 29% 20% 22% 16% Posters on street or on public transport 15% 13% 8% 3% 3% 3% Visiting the Cinema 14% 14% 10% 2% 2% 1% TOTAL 18-24 25-34 35-44 45-54 55-64 65+ 4% 3% 4% 5% -2% 7% 7% 0% 0% 2% 1% -5% 4% -2% 0% -5% 2% 4% -6% -1% 6% -1% 0% -2% -2% -8% 2% 1% -2% 0% -6% -6% -3% 4% 0% -1% -5% 2% -4% 4% -6% 1% -1% -1% 3% -2% -4% -1% -2% -2% 3% -6% -2% -4% 4% -2% -7% 1% -9% -11% -15% -6% 0% -2% -1% -4% 2% -4% -1% -3% -5% -2% -10% -3% -11% 0% -3% -3% -1% -5% -5% -6% 0% 0% -1% 1% 0% -1% -4% -1% 0%
  14. 14. SOCIALMEDIA _14 All social platforms have made gains in usage since COVID-19, with Facebook and WhatsApp benefitting the most; although growth now appears to be plateauing across all channels vs. wave 2 Change in use of Social Media Platforms, Wave 3 Change in use of Social Media Platforms (Net using more Wave 3 VS. Wave 2) 27% 25% 16% 11% 9% 6% 4% 3% 24% 26% 16% 14% 9% 8% 6% 5% 26% 21% 19% 22% 13% 9% 19% 9% 3% 2% 2% 4% 3% 2% 5% 2% 3% 2% 2% 2% 2% 1% 6% 2% 17% 23% 44% 47% 64% 73% 61% 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+ WhatsApp 0% -1% -4% 1% -2% 0% 4% Instagram 0% -2% 2% -6% 4% 3% -1% TikTok -1% 1% -5% -1% 0% 1% 1% Snapchat -1% -3% -4% -4% 1% 0% 1% Twitter -2% -5% -5% -1% 0% 1% -2% Facebook -2% -7% 1% -4% -1% 1% -3% LinkedIn -2% -5% -6% 2% -3% -1% -1% Twitch -3% -1% -8% -4% -2% -1% -1%
  15. 15. SOCIALMEDIA _15 The battle with misinformation continues, with some quite serious effects While all main social media and tech companies have been struggling with COVID-19 related misinformation, WhatsApp has been singled out as the main source of fake news. Facebook – WhatsApp’s owner - hopes new strict new limit that will be imposed on message forwarding will change that! If a user receives a frequently forwarded message – one which has been forwarded more than five times – under the new curbs, they will only be able to send it on to a single chat at a time. However Reuters Institute has found that celebrities and politicians have played a key role in spreading COVID-19 misinformation on social media. Similar to influencer marketing, the reach and standing of these public figures significantly amplifies their messaging. As a result, the Reuters team found that posts from high-profile users accounted for 69% of the total engagement with misleading reports. One of the most damaging conspiracy theories spreading across the web - and actually endorsed by few celebrities such as Amanda Holden and Woody Harrelson – links the pandemic to the rollout of 5G technology. Professor Stephen Powis, a medical director for NHS England in the UK, called it “outrageous” and “absolute and utter rubbish”. Still it has led to several arson attacks including the 5G tower on the top of newly-built Nightingale hospital.
  16. 16. AUDIOPLATFORMS _16 Usage of audio platforms appears to be levelling out, with little change on the previous wave; although people are still listening more than they did before Covid-19. Change in use of Audio Channels, Wave 3 Change in use of Audio Channels (Net using more Wave 3 VS. Wave 2) How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19? 12% 7% 6% 4% 4% 4% 3% 3% 14% 15% 10% 9% 6% 10% 8% 5% 16% 27% 18% 19% 13% 22% 17% 11% 4% 4% 2% 5% 3% 6% 3% 3% 3% 5% 3% 5% 2% 7% 4% 3% 51% 42% 61% 58% 71% 52% 64% 77% Spotify BBC Sounds / BBC Radio Amazon Music Capital Radio Apple Music Heart Radio Absolute Radio LBC 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+ BBC Sounds / BBC Radio 0% 2% -2% -1% -8% 10% 1% Spotify 0% 0% -4% -4% -5% 9% 2% Amazon Music -1% 4% -3% -3% 0% 2% -3% Absolute Radio -1% 2% -1% -1% -3% -3% 0% Capital Radio -1% 2% -2% 0% -5% 0% -1% Apple Music -2% -2% -6% -2% -2% 1% 0% Heart Radio -3% 1% -7% -2% -5% -2% -3% LBC -3% -7% -5% -5% -4% -1% -1%
  17. 17. AUDIOPLATFORMS The outbreak is pushing the music scene in new directions, it will be interesting to see whether these changes remain in a post Covid-19 world _17 The coronavirus pandemic will have its Live Aid moment. The WHO and advocacy group Global Citizen have organised a global entertainment special to take place on 18th of April. It will be broadcast across a number of TV networks as well as widely livestreamed on Amazon Prime Video, Apple, Twitch, YouTube and more. It will celebrate healthcare workers on the frontlines with a virtual concert featuring Lady Gaga and other pop stars including Paul McCartney, Stevie Wonder, Billie Eilish and Lizzo. COVID-19 has sped up the evolution of Twitch. Once the domain primarily of gamers, the livestreaming platform has become a refuge for musicians and their fans during the coronavirus crisis. Livestreamed concerts have helped boost viewership of its Music and Performing Arts category of streams from 92,000 average viewers to 574,000 average viewers! Facebook Live and Instagram Live are similarly - albeit at smaller scale – becoming popular among music fans. While streaming platforms such as Spotify, SoundCloud, Twitch have either joined forces or launched their own initiative in order to help struggling musicals, more and more of them (and creators in general) are turning to Patreon. It is a fan membership service so rather than artists depending on donation-based livestreams, fans offer them ongoing membership support.
  18. 18. NEWSBRANDS _18 The consumption of newsbrands appears to be on the decline vs wave 2, with those ages 25-54 seeing the biggest drop in consumption across the majority of brands Change in use of newspaper brands, Wave 3 Change in use of newspaper brands (Net using more Wave 3 VS. Wave 2) How would you describe your use of the following newspaper brands, compared to the time before COVID-19? 6% 4% 4% 3% 3% 3% 3% 1% 12% 7% 10% 8% 5% 6% 7% 7% 22% 19% 17% 16% 14% 19% 17% 14% 5% 4% 4% 3% 6% 4% 4% 3% 6% 6% 4% 5% 17% 5% 4% 3% 49% 60% 61% 65% 54% 63% 65% 71% The Daily Mail The Sun The Guardian The Mirror Metro The Times The Telegraph 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+ Huffington Post -1% 2% -5% 0% -7% 4% 2% Metro -2% 4% -5% -7% -4% 1% 0% The Mirror -2% 0% -3% -4% -6% -1% 0% The Daily Mail -3% -4% -8% -5% -7% 2% 3% The Guardian -4% -2% -10% -5% -6% 2% -1% The Times -4% -2% -11% -1% -4% -5% -1% The Telegraph -4% -5% -4% -4% -7% -4% -3% The Sun -5% -8% -9% -7% -10% 1% -1%
  19. 19. TVCHANNELS _19 While we are watching considerably more TV than before the lock down, consumption is flattening out, with little change wave on wave 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% BBC News Sky News BBC (other channels) ITV Sky (other channels) Channel 4 Channel 5 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 3 Change in use of TV Channels (Net using more Wave 3 VS. Wave 2) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Sky News 0% 10% -4% -1% -3% 2% 2% Channel 4 -1% 3% 3% -5% -6% -2% 0% Sky (other channels) -2% 5% -7% 1% -6% -2% 1% BBC News -2% 1% -2% -8% -3% 0% 0% ITV -3% 4% 1% -3% -10% -3% -3% Channel 5 -3% 2% -4% -4% -7% -4% 0% BBC (other channels) -4% -6% -7% -10% -4% 2% -2% How would you describe your use of the following TV channels, compared to the time before COVID-19?
  20. 20. VOD&STREAMING _20 Netflix, YouTube & the BBC iPlayer are benefitting most from COVID-19. Netflix has seen the greatest growth vs. wave 2 across most age groups 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 3 Change in use of video on demand & streaming platforms (Net using more Wave 3 VS. Wave 2) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Netflix 4% -2% 9% 7% -1% 12% 3% BBC iPlayer 1% 0% 3% 2% 4% 1% 0% YouTube 1% 4% -2% -2% -1% 6% 3% Apple + -1% -1% 0% -2% -3% 0% 0% Amazon Prime Video -2% -8% -6% -1% -2% 2% 3% ITV Hub -2% -4% 0% -3% -4% -3% 3% My5 -2% -6% -2% -2% -4% 0% 1% All 4 -3% -5% 1% -6% -6% -3% 1% How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19?
  21. 21. VOD&STREAMING _21 Despite COVID-19 grinding the movie and TV industries to a standstill, movie studios and creators are finding innovative ways to entertain us This weekend eyes of all movie industry experts were on… Trolls World Tour. It was the first major studio movie ever to skip its planned traditional theatrical release. It’s reportedly the biggest ever debut of a digital release earning $40M. And while beating this record in the current situation is not specially surprising, the original Trolls earning merely $6M more during a ‘proper’ release tells a more exciting story. However with all other movies being pushed back to (hopefully) after-lockdown, this will rather stay an anecdote rather than a game changer. Despite industry-wide hiatus, movie studios and TV producers are finding new ways for engaging with their fans. Studios leveraging popularity of Twitter film clubs and now organise official Twitter Watch Parties offering fans an opportunity to interact with movie’s directors and/or cast. Virtual table reads are gaining popularity too - cast of Grace and Frankie had a table read of an unreleased episode from the show’s next season and cast of 90s’ sitcom The Nanny reunited for a virtual table read in hopes of raising the spirits of fans in isolation. Live TV has embraced video conferencing with shows such as Saturday Night Live, Have I Got News For You or Graham Norton Show all switching to a new format. CBS drama series All Rise will produce the first episode of a primetime scripted series entirely thought programs like FaceTime, WebEx and Zoom. As for advertisers, with all in-person shoots coming to a standstill, many have turned their attention to animation and CGI.
  22. 22. Role of media and content
  23. 23. Primary / preferred source of news re: COVID-19 Net gains Wave 3 vs. Wave 2 Primary / preferred source of news re: COVID-19 Primary / preferred source of news re: COVID-19 Wave 3 NEWSSOURCES TV remains the preferred source of news on COVID-19, becoming more important to 25-34s. Meanwhile, radio has shown slight increases wave on wave 0% 10% 20% 30% 40% 50% 60% 70% TV News websites Social media platforms Radio Newspapers Friends & Family (Word of Mouth) Podcasts Magazines Wave 1 Wave 2 Wave 3 18-24 25-34 35-44 45-54 55-64 65+ TV 39% 43% 48% 66% 67% 73% News websites 24% 27% 29% 21% 18% 13% Social media platforms 18% 10% 8% 4% 1% 1% Radio 7% 5% 3% 5% 7% 5% Newspapers 4% 4% 3% 0% 3% 7% Podcasts 3% 3% 3% 0% 1% 1% Friends & Family 2% 7% 3% 2% 1% 0% Magazines 2% 1% 1% 0% 1% 0% TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Radio 2% 5% 4% 1% 1% 5% -1% News websites 0% -2% 0% 0% 2% -1% 1% TV 0% -3% 6% 1% 0% -2% -2% Friends & Family 0% -3% 2% -2% 0% 0% -1% Podcasts 0% -5% 1% 1% -1% 0% 0% Newspapers -1% 2% -3% 0% -2% -2% 1% Social media platforms -1% 7% -7% -2% -1% 0% 0% Magazines -1% 0% -3% -2% -1% 0% 0% Significantly higher/lower than previous wave What is your primary / preferred source of news re: COVID-19?_23
  24. 24. Trustworthy sources of information re: COVID-19 Net gains Wave 3 vs. Wave 2 Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19 Wave 3 TRUSTWORTHYSOURCES The BBC continues to be the most trustworthy source of information on Covid-19, although 35-44s are trusting it less wave on wave. Twitter is the only source seeing a slight improvement in trust, driven by 18-24s and 35-44s 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 Significantly higher/lower than previous wave 18-24 25-34 35-44 45-54 55-64 65+ BBC 60% 57% 61% 72% 74% 76% SKY News 28% 28% 40% 36% 28% 24% The Guardian 18% 16% 17% 10% 12% 7% Friends & Family 14% 12% 8% 9% 6% 9% Daily Mail 14% 13% 11% 6% 12% 14% Twitter 14% 7% 8% 7% 1% 1% Facebook 11% 16% 13% 6% 3% 1% TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Twitter 1% 5% -3% 4% 0% -1% 0% SKY News -1% -5% -5% 6% 3% 0% -3% Friends & Family -1% 3% 2% -2% 1% -3% -4% Facebook -1% -2% -2% 0% -1% 1% -3% BBC -1% 5% 1% -10% 0% -4% 0% Daily Mail -1% -1% -3% -2% -3% 1% -1% The Guardian -2% -1% -3% -2% -1% 0% -2% Which of the following do you trust for factually correct information about COVID-19?_24
  25. 25. Change in communication since COVID-19 Wave 3 Change in communication since COVID-19 (Net using more Wave 3 vs. Wave 2) COMMUNICATION People are continuing to use more communication platforms vs. before Covid-19. Despite a drop in video calls for 18-24s, there has been an overall increase wave on wave, driven by 65+ 33% 25% 29% 26% 31% 37% 26% 28% 24% 31% 20% 29% 2% 4% 3% 3% 1% 2% 2% 1% 9% 2% 20% 13% Messaging (e.g. WhatsApp, Facebook Messenger) Talking on the phone Video Calls (e.g. Facetime, Skype) Social Media platforms (e.g. Facebook, Instagram) 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+ Video Calls 1% -7% 3% 0% 2% 0% 5% Talking on the phone -2% -1% 0% -4% -6% 1% -1% Social Media platforms -3% 1% -4% 1% 0% -7% -5% Messaging -3% -4% -3% -2% -3% -6% -1% 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?_25
  26. 26. Change in consumption of areas of interest Wave 3 Change in consumption of areas of interest (Net consuming more Wave 3 vs. Wave 2) CONTENTAREAS Consumption of news content is dropping amongst younger age groups, whilst home & garden content is seeing the greatest wave on wave growth as people seek to improve their home environment 40% 14% 15% 11% 10% 5% 3% 4% 31% 26% 23% 23% 17% 16% 7% 6% 20% 47% 44% 38% 25% 46% 23% 20% 3% 4% 5% 6% 3% 5% 9% 9% 3% 2% 7% 4% 5% 6% 43% 32% 3% 6% 7% 18% 41% 21% 15% 29% News Food Entertainment Home & Garden Gaming Science & Technoloy Travel Sport 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+ Home & Garden 3% 5% 2% 1% 5% 4% 2% Food 1% 7% 2% 0% -6% 5% 1% Gaming 0% 4% -2% -2% 0% 4% -1% Entertainment -1% 3% -1% -3% -5% 1% 1% News -2% -3% -7% -6% 1% 2% 0% Science & Technology -2% -1% -10% -3% -1% 2% 0% Travel -3% 0% -8% -2% -4% -2% 1% Sport -4% -4% -7% -8% -4% 0% -2% 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)_26
  27. 27. Change in media needs Wave 3 Change in media needs (Net more important Wave 3 vs. Wave 2) NEEDSTATES Whilst information is the top need from media sources, we are seeing a slight decline in inspiration & practical advice, potentially as people are settled into lockdown, no longer wanting to be bombarded with new ideas of how to spend time 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% Information Unwind Comfort Distraction Escapism Connection For practical advice Inspiration 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+ Unwind 0% -9% 3% -1% 0% 6% -2% Connection 0% 6% -3% -6% 4% 1% -1% Distraction 0% 1% -1% -1% -3% 2% 1% Comfort -1% 1% -5% 1% -1% -3% 0% Information -2% -3% -1% 1% -9% -5% 2% Escapism -2% -9% -3% -7% -2% 3% 2% Inspiration -5% -3% -8% -7% -7% 1% -4% For practical advice -7% -3% -10% -9% -14% -2% -5% 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?_27
  28. 28. NEEDSTATES Brands are playing a role in helping people unwind _28 According to GlobalWebIndex, 77% of global consumers approve of brands providing funny / light-hearted videos or content to entertain people. Brands have started to – carefully! – shift their messaging. Oreo, for example, introduced globally connected COVID-19 strategy built around the idea of "Stay Home, Stay Playful“. Additionally many other brands asked their fans to get involved in challenges (on and off TikTok) offering rewards in return, including Nike, P&G, Trojan, Stella Artois and Go Pro. Netflix Party has been one the early beneficiary all of us being stuck in at home. However it was merely a Chrome extension with no real connection to any of the media platforms and hence the it popularity was short-lived. Now Twitch has announced a similar feature in partnership with Amazon Prime called Watch Parties enabling people to watch Amazon Prime movies and television shows together. GIFs have seen a big increase in usage amid the COVID-19 lockdowns. Leading GIF platform GIPHY says that it's seen a 33% increase in usage over the past month, with more than 10 billion pieces of content being shared on the platform each day. Interestingly, while w/c 9th of March Coronavirus-related terms were the top searches on GIPHY, the tide is turning. At the end of March, as Coronavirus searches decreased, there was a steady increase in searches related to timely shows and activities.
  29. 29. Broader consumer behaviour
  30. 30. Change in activities Wave 3 Change in activities since COVID-19 (Net using more Wave 3 vs. Wave 2) ACTIVITIES Participation in cooking, fitness and DIY are all continuing to grow wave on wave, particularly amongst 35-44s. While people are cleaning less than they did earlier in the lock down 22% 20% 19% 14% 12% 10% 12% 9% 34% 32% 32% 28% 26% 26% 20% 22% 37% 38% 41% 35% 36% 37% 28% 35% 4% 7% 3% 5% 5% 6% 4% 12% 1% 2% 1% 3% 3% 6% 3% 9% 2% 1% 4% 14% 19% 15% 33% 14% Cleaning Relaxing Cooking Reading books Doing puzzles, board games or crafts DIY Playing computer / video games 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+ Cooking 1% -6% 3% 12% 2% -2% -1% Fitness 1% -1% -1% 9% -3% 5% 0% DIY 1% 0% 1% 5% -2% 6% -3% Relaxing -1% -8% -2% -1% -2% 0% 4% Reading books -1% -10% 4% -1% -6% 2% 2% Playing computer / video games -2% -4% -4% -5% -2% -1% 2% Doing puzzles, board games or crafts -3% -9% -2% 0% -6% -3% 1% Cleaning -4% -3% -3% 0% -3% -8% -8% In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?_30
  31. 31. New hobbies / activities undertaken Wave 3 Change in New hobbies / activities (Net already started / definitely intend to more Wave 3 vs. Wave 2) SELFIMPROVEMENT Reading, learning new hobbies and taking up fitness continue to be the top new activities. We are seeing an increase in 18-24s signing up for an educational course, while 35-44s are taking part in more work orientated training 24% 6% 5% 3% 1% 1% 0% 0% 14% 4% 2% 3% 2% 2% 0% 1% 33% 20% 18% 15% 8% 9% 2% 3% 12% 26% 26% 24% 20% 22% 12% 12% 9% 38% 48% 53% 68% 65% 84% 83% 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 MBAI’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+ Sign up for a longer educational course e.g. undergraduate, postgraduate or MBA 0% 4% 2% 0% -4% 0% 1% Take a short educational course 0% 1% 2% -1% -4% -1% 2% Take part in training through my existing workplace 0% 0% -2% 4% 0% -1% -1% Take up a new form of fitness -1% 2% -2% 3% -5% 2% -2% Learn a new language -2% 0% -5% 0% -1% 0% -1% Learn a new skill (e.g. arts, crafts, musical instrument) -3% 0% -8% -1% -8% 2% -2% Learn a new hobby e.g. gardening, cooking, knitting -4% -1% -4% -2% -9% 0% -3% Read more -4% -8% -9% -7% -4% 3% 1% 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?_31
  32. 32. SELFIMPROVEMENT We are seeing brands support people’s interests and spare time, giving them a valuable reason to engage _32 Both Airbnb and Viator (Tripadvisor’s parent company) launched virtual experiences. While many of them are built around travel, people will have access to online classes such as yoga, cooking, meditation etc. It aims to give hosts a way to continue to earn an income during the pandemic. Camera makers Leica and Olympus have announced initiatives to offer free courses and talks for photographers amid the COVID-19 pandemic. Photographers will have access to group or one-on-one sessions or take part in online discussions led by renowned photographers, musicians, actors, and other creatives. Penguin will launch ‘At Home with Penguin’ livestream series ‘inviting’ people to authors’ homes. The authors will share how they are handling life indoors and the books they are turning to, in an intimate discussion filmed in their living room, kitchen or study. The audience will also be able to ask questions.
  33. 33. LEISURESPENDING Spending on entertainment and digital purchases remains high vs. pre-COVID-19, but unchanged since Wave 2. While under 35s are spending less on takeaway food deliveries vs. the previous wave, there is an increase among 35+ Change in leisure spending Wave 3 Change in leisure spending (Net spending more Wave 3 vs. Wave 2) 7% 5% 5% 4% 4% 3% 2% 2% 14% 13% 14% 10% 9% 8% 4% 6% 41% 27% 20% 21% 21% 13% 12% 11% 5% 4% 12% 4% 5% 4% 6% 2% 4% 6% 27% 6% 5% 4% 16% 4% 29% 45% 22% 55% 56% 67% 59% 75% Entertainment subscription services e.g. Netflix Digital purchases of films e.g. Sky store, Amazon Prime Takeaway / food for delivery Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass Education / self- improvement / learning new skills Virtual / online gym / fitness classes Gym / fitness club memberships Online dating apps / websites 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 TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Digital purchases of films e.g. Sky store, Amazon Prime 0% 0% 2% -1% -3% -2% 3% Online dating apps / websites -1% -3% -2% 2% 0% 1% 0% Limited passes for subscription service e.g. Now TV Entertainment / Cinema pass -1% -5% 0% 6% -5% -1% 1% Virtual / online gym / fitness classes -1% -4% -4% -4% 0% 1% 1% Entertainment subscription services e.g. Netflix -1% -2% -7% 1% 0% 0% 0% Takeaway / food for delivery -2% -9% -10% 3% 2% 1% 1% Education / self-improvement / learning new skills -2% -7% -5% 1% 0% -1% -1% Gym / fitness club memberships -3% -7% -10% -1% -2% 0% 0% Again, thinking about your spending habits, which of the following apply to you in terms of how you habits may have changed, compared to the time before COVID-19?_33
  34. 34. BIGTICKETPURCHASEINTENTIONS Holidays and buying a car continue to be put off the most, a rising trend amongst over 35s. Switching utilities, new insurance provider and buying a new mobile handset are all being considered more, as people begin to look at where to save money Change in big purchase intentions Wave 3 Change in big purchase intentions (Net Definitely / Probably will delay Wave 3 vs. Wave 2) 44% 19% 16% 13% 11% 9% 8% 7% 15% 13% 20% 15% 10% 14% 12% 11% 8% 6% 20% 11% 7% 15% 17% 10% 6% 4% 13% 7% 4% 9% 12% 5% 28% 57% 31% 54% 67% 53% 50% 66% Booking a holiday Buying a car Making home improvements Buying a new mobile phone handset Buying or selling a property (house or flat) 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+ Booking a holiday 2% -8% -4% 5% 2% 2% 10% Buying a car 2% 2% 0% 9% -4% 0% 3% Making home improvements 0% -1% -3% 1% -3% 4% 0% Buying or selling a property (house or flat) 0% 2% -1% 2% -3% -1% -1% Investing in Further Education -2% -2% -3% -1% -6% 2% 0% Switching utility providers -2% -4% -1% -3% -5% 1% -1% Taking out a new insurance policy / switching provider -2% -2% -6% -2% -5% 2% -1% Buying a new mobile phone handset -3% -6% -3% -2% -11% -1% 1% 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?_34
  35. 35. SHOPPING Online shopping dominates and continues to rise, driven by over 35s who were relatively less likely to switch to online in the initial weeks of lockdown 12% 5% 28% 14% 36% 21% 9% 17% 10% 41% 4% 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 3 Change in shopping habits (Net spending more Wave 3 vs. Wave 2) TOTAL 18-24 25-34 35-44 45-54 55-64 65+ Online shopping 3% -3% -2% 6% 2% 7% 5% In-store shopping 0% 5% 2% -2% 2% -1% -2% 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?_35
  36. 36. BRICKS&MORTARSHOPPING In store shopping is largely being propped up by grocery, although this is easing off as more people switch to online deliveries Change in in-store shopping habits Wave 3 Change to in-store shopping habits (Net spending more Wave 3 vs. Wave 2) 8% 3% 3% 3% 3% 2% 2% 2% 21% 6% 5% 9% 7% 6% 8% 6% 38% 30% 39% 38% 42% 30% 36% 38% 14% 5% 8% 8% 11% 11% 7% 8% 18% 17% 36% 27% 30% 47% 28% 39% 1% 39% 9% 15% 8% 4% 19% 8% Food and drink Computer / video games Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Leisure Goods (Books, board games and stationery) Health and beauty Clothing, accessories and footwear (incl. Sportswear) Leisure Goods (DVDs, film, TV series, music) Homewares and furniture 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+ Homewares and furniture -1% 7% -4% -3% -1% 0% 0% Leisure Goods (DVDs, film, TV series, music) -1% 1% -1% 0% -5% 0% 0% Computer / video games -2% -1% -3% -1% -4% 1% 0% Health and beauty -2% 3% -7% -5% -1% 0% 1% Leisure Goods (Books, board games and stationery) -2% -3% -3% -3% 0% 0% -3% Electrical products -2% -1% -4% -4% -2% -3% 0% Clothing, accessories and footwear (incl. Sportswear) -2% -3% -7% -4% -3% 1% 1% Food and drink -3% -8% -3% -5% 3% -2% -4% 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?_36
  37. 37. Change in online shopping habits Wave 3 Change to online shopping habits (Net spending more Wave 3 vs. Wave 2) 11% 5% 4% 4% 4% 4% 4% 3% 19% 9% 13% 12% 13% 11% 9% 8% 33% 34% 41% 42% 43% 41% 45% 44% 7% 5% 8% 9% 8% 10% 7% 9% 10% 13% 17% 16% 17% 25% 23% 22% 20% 35% 17% 17% 16% 9% 12% 15% Food and drink Computer / Video Games Leisure Goods (books, board games and stationery) Leisure Goods (DVDs, film, TV series, music) Health and beauty Clothing, accessories and footwear (incl. Sportswear) Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) Homewares and furniture 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+ Food and drink 1% 6% -6% 1% 0% 1% 5% Homewares and furniture -1% 3% -5% -2% 1% 2% -2% Electrical products (including mobiles, tablets, photography equipment, TV and audio goods, etc) -1% 7% -8% -3% -2% 2% 1% Health and beauty -1% 0% -5% -2% -2% 5% -1% Computer / Video Games -2% 6% -3% -2% -4% -1% -2% Leisure Goods (books, board games and stationery) -2% -7% -2% -3% 2% 0% -1% Clothing, accessories and footwear (incl. Sportswear) -2% -3% -3% -5% -4% 2% -1% Leisure Goods (DVDs, film, TV series, music) -3% -5% -5% 1% -3% -1% -5% E.COMMERCE Indeed food and drink online purchases increase amongst 18-24s and 65+ in particular, with similar online shopping increases for computer games and other electrical products for 18-24s 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?_37
  38. 38. SHOPPING Brands are turning to emerging technologies as a means of continuing to do business _38 Asics held its first virtual-reality shoe launch after changing its plans to host a physical event later this year. it recreated its presentation in VR and shipped Oculus Quest headsets to journalists and a video of the launch will remain available on YouTube in 360-degree format. A Scottish housing association is the first to use augmented reality to help tenants fix routine repairs without stepping foot in their homes. The technology allows a trades operative to be virtually present in a tenant’s home, to see the issue in real time using video technology on a mobile phone or tablet, and to offer support and advice by having their hand superimposed on the scene in the tenant’s home. All without ever stepping foot inside the property. Beauty brands are moving to virtual consultations to maintain in-person-like engagement with their customer. Kiehl’s is set to launch virtual consultations to guide users on the products that are best-suited to their needs. Glossier is another brand that has already ramped up online tutorials, using IGTV to immerse users in instructional content.
  39. 39. In summary Media consumption has flattened out wave on wave, a reflection of people’s new media habits becoming more established. Trusted media brands continue to be important. The new behaviours we saw emerging around how we live, learn and entertain at home have also flattened out as we settle in to our new lifestyles. People’s focus is now very much on their home & garden. Being well informed continues to be the most important thing to peoples wellbeing, although we are seeing small increases in people wanting to be connected to their local community. _39
  40. 40. Thank you

×