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
28h May 2020
Wave 6

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
sixth wave of results. Fieldwork was carried out over a 24 hour
period from 25-26 May. The sample size is 1,488 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
Wave 6: 25-26 May
_3

4. • The field work for this wave took place over 24 hours from the morning of Monday 25th May,
which means that the Dominic Cummings story had dominated the press across the two previous
days (his press conference was at 4:30pm when the bulk of respondents had already completed
the survey).
• As we start to see early signs of the economy being cautiously re-opened, those saying they
intend to avoid certain public spaces are decreasing slightly, with a significant decrease in those
saying they will avoid shops and the workplace. We are also seeing a significant decrease in
those saying that they are self isolating.
• Younger respondents continue to remain more impacted by the situation than their older
counterparts. They are more anxious, overwhelmed and lonely.
• We see further decreases in media consumption for 18-24s this wave, who are perhaps taking
advantage of the lockdown relaxation and enjoying social distancing meet ups with friends/ family
outside.
• Conversely older audiences are showing more significant increases in the use of many media
platforms this wave notably video streaming, VOD, social media and music streaming.
• Perhaps as a result of the Dominic Cummings furore we have seen a small increase in
consumption of newspapers this wave vs last wave, with the Daily Mail benefitting in particular.
• While people are continuing to seek out home & garden and food content, they are also
increasingly wanting to use media to escape. Reflecting a balance of proactive and reactive
needs to the current situation.
• We have seen a decline in self improvement activities, possibly a result of people being able to
go out more and start to see friends at a social distance.
• We can also infer that people are becoming a little more relaxed in their approach to managing
the threat of the virus, cleaning has gone down this wave while takeaways have gone up!
EXECUTIVESUMMARY
Executive
summary

5. CONSUMERMINDSET
_5
With further information being released, and the public adjusting to the
lockdown changes, feelings of confusion have fallen significantly this wave.
There has also been a small increase in those feeling well informed.
Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 6 only
28%
39%
22%
21%
10%
19%
6%
8%
4%
37%
41%
21%
12%
18%
17%
9%
10%
2%
40%
39%
18%
11%
17%
15%
10%
9%
2%
38%
35%
17%
11%
15%
13%
10%
10%
3%
33%
34%
17%
24%
16%
13%
10%
8%
3%
35%
32%
19%
18%
15%
13%
9%
8%
4%
Well informed Anxious Overwhelmed Confused Isolated / lonely Unsafe More connected
to my
community
Reassured Other
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 6
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% 38% 39% 32% 29% 21%
Overwhelmed 26% 30% 21% 18% 14% 9%
Well informed 24% 21% 34% 42% 41% 43%
Isolated / lonely 22% 22% 14% 11% 14% 9%
Unsafe 20% 11% 13% 13% 14% 9%
Confused 19% 26% 18% 16% 16% 13%
More connected to my community
10% 8% 7% 9% 10% 9%
Reassured 7% 8% 5% 9% 6% 9%
Other 1% 4% 2% 3% 4% 9%

6. CONSUMERMINDSET
Brands are getting involved in battling loneliness
_6
For anybody living alone and missing
people, MoonPie launched an Amazon
Alexa skill making the pastry brand one’s
roommate. So-called Moonmate has
access a full database of MoonPie recipes
and factual information about the brand
along with a lot of jokes, can offer some
philosophical comments, and slightly off-
kilter compliments.
Pedigree is working with the Nashville
Humane Association to develop an
initiative called Dogs on Zoom to help
prospective pet owners search for
adoptable dogs over video. Pedigree will
pay for the full adoption costs as well as
Zoom membership and equipment costs
for the shelter for pets adopted during
these sessions.
ITV has refreshed its brand identity and
launched a series of animated films to
encourage people to reach out beyond their
immediate social circle during Mental Health
Awareness Week.

7. LIFESTYLE
_7
There is little change in working patterns, but we have seen a significant
decrease in those choosing to self-isolate. With lockdown measures being
lifted gradually, people may feel more at ease to go outside.
Change in working situation – TOTAL Change in working situation, wave 6 – BY AGE
Change in personal / social situation – TOTAL Change in personal / social situation, wave 6 – 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%
35%
22%
20%
14%
9%
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
53%
19%
15%
23%
60%
38%
22%
2%
65%
32%
20%
2%
66%
28%
17%
4%
67%
26%
15%
3%
69%
22%
13%
7%
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+
No change to working pattern 24% 23% 20% 25% 37% 65%
Stopped working altogether 24% 21% 21% 26% 21% 13%
WFH all the time 22% 24% 31% 28% 20% 8%
WFH more often 19% 23% 19% 16% 10% 2%
Working reduced hours 14% 11% 11% 12% 8% 2%
Working shifted hours 2% 6% 3% 1% 1% 0%
18-24 25-34 35-44 45-54 55-64 65+
I’m taking part in social distancing and seeing less people 63% 66% 78% 76% 73% 60%
I’ve chosen to self-isolate 33% 24% 16% 14% 17% 26%
I’ve been advised / forced to self-isolate 14% 16% 8% 11% 8% 20%
I've not changed my behaviour at all 6% 6% 6% 8% 7% 7%

8. LIFESTYLE
Remote working will be around for a while
_8
Spatial is aiming to become the Zoom of
virtual collaboration. The platform is now
completely free and open to everyone - two
weeks ago the company announced that it
is launching support for web browsers on
desktops, Android and iOS, making it
available for just about everyone.
Coors Light introduced The Clone
Machine which helps to create a stand-in
for remote workers' video calls by helping
people capture a video of themselves so
that a convincing double can be created in
30 seconds. With the tool, users can save
the video and use it as a Zoom
background the next time they need to
escape.
Unilever Russia's careers fair was designed
in the format of an online game, where
users could visit 8-bit versions of company
office buildings, learn job details and
communicate with virtual representatives.
Graduates were able to look for internships
and vacancies at Unilever, as well as
virtually meeting Unilever employees.

9. LIFESTYLE
_9
With minor alterations to lockdown measures, there is little change in people’s
intention to avoid most areas, except for a decrease in those planning to avoid
the workplace and shops in general, with 65+ being most likely to do so
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 6
– BY AGE
62%
59%
60%
64%
53%
55%
32%
36%
80%
78%
76%
82%
73%
78%
60%
57%
78%
77%
76%
81%
74%
76%
57%
60%
75%
73%
74%
78%
71%
69%
50%
49%
76%
74%
73%
77%
72%
66%
49%
46%
76%
74%
74%
74%
72%
64%
43%
41%
Cinemas Public
transport
International
travel
Restaurants,
pubs & bars
Sports events Shopping
centres
The
workplace
Shops in
general
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
18-24 25-34 35-44 45-54 55-64 65+
Cinemas 63% 70% 72% 78% 80% 86%
Sports events 63% 66% 67% 72% 79% 81%
Public transport 62% 68% 72% 78% 77% 81%
Restaurants, pubs & bars 61% 65% 70% 77% 78% 84%
International travel 58% 67% 66% 75% 80% 88%
Shopping centres 54% 60% 61% 66% 66% 70%
Shops in general 38% 39% 37% 42% 40% 48%
The workplace 36% 42% 39% 36% 41% 56%

10. LIFESTYLE
Restaurateurs are looking for ways to re-open their businesses while
maintaining social distancing rules
_10
Lithuania’s capital, Vilnius, has announced
plans to turn the city into a vast open-air
cafe by giving over much of its public
space to hard-hit bar and restaurant
owners so they can put their tables
outdoors and still observe physical
distancing rules.
Cafe & Konditorei Rothe in Schwerin,
northeast Germany, has asked its
customers enjoying a coffee or a cake to
wear a hat with swimming noodles
attached, to ensure they respect the six
feet social distancing rule.
Sydney-based Five Dock Dining restaurant,
which re-opened last week, will use fifteen
cardboard customers to fill the space, along
with a playlist of background noise
simulating ‘guest chatter’ to ‘recreate a busy
restaurant atmosphere.’

11. Media behaviour
changes

12. CHANNELCHANGES
_12
Media consumption remains elevated compared to the time before COVID-19, with
video streaming, social media and video on demand benefitting the most.
Change in media channel usage, Wave 6
33%
30%
27% 24%
13% 13% 12% 12% 10%
6% 6%
3% 2%
29%
30%
34%
34%
23% 24% 22% 21%
18%
15% 14%
2% 5%
16%
25%
28% 31%
34%
34%
28%
24%
21% 34%
20%
5%
15%
2%
3%
2%
4%
6%
10%
3%
4%
3%
7%
4%
3%
8%
1%
2%
1%
3%
8%
9%
3%
3%
3%
7%
4%
60%
36%
19%
10% 9%
4%
18%
10%
32%
36%
46%
30%
53%
27%
35%
Video
streaming (e.g.
Netflix, Amazon
Prime)
Visiting Social
Media websites
Watching video
on demand
(e.g. iPlayer,
Now TV,
YouTube)
Watching live
TV (on TV set
or other device)
Reading
Newspapers
(either physical
copy or online)
Listening to the
Radio
Music
streaming (e.g.
Spotify,
Deezer)
Mobile gaming
(e.g. Candy
Crush, Clash of
Clans)
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
(w6 VS. w5)
4% 2% 1% -1% 3% 2% 3% 1% 0% 1% 0% -1% -2%
NET doing less of
(w6 VS. w5)
0% 0% -1% 1% -1% 2% -1% -1% -1% 1% 1% 2% 2%
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?

13. CHANNELCHANGES
_13
This wave there have been further increases in consumption of many
channels. After declining last wave, consumption of Video Streaming has
risen most notably, with increases for newspapers & music streaming too
Change in media channel usage, Wave 6 Change Wave 6 vs. Wave 5
NET DOING
MORE OF
NET DOING
LESS OF
Video streaming (e.g. Netflix, Amazon Prime) 62% 3%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 60% 3%
Visiting Social Media websites 60% 5%
Watching live TV (on TV set or other device) 58% 8%
Listening to the Radio 37% 18%
Reading Newspapers (either physical copy or online) 35% 14%
Music streaming (e.g. Spotify, Deezer) 34% 6%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 33% 7%
PC & Console gaming. 27% 6%
Reading Magazines (either physical copy or online) 22% 14%
Listening to podcasts 20% 7%
Posters on street or on public transport 6% 44%
Visiting the Cinema 5% 63%
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
4% 0%
1% -1%
2% 0%
-1% 1%
2% 2%
3% -1%
3% -1%
1% -1%
0% -1%
1% 1%
0% 1%
-2% 2%
-1% 2%

14. CHANNELCHANGES
_14
Further decreases in media consumption for 18-24s this wave, particularly for
Video Streaming and Social Media. Conversely 25-34s and 45-64s show a net gain
in consumption of the top 3 channels this wave (VOD, streaming & social media)
Change in media channel usage wave 6, by age Change in use of media
(Net doing more Wave 6 vs. Wave 5)
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+
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 76% 76% 65% 67% 52% 37%
Video streaming (e.g. Netflix, Amazon Prime) 75% 82% 71% 71% 52% 32%
Visiting Social Media websites 74% 78% 66% 66% 55% 32%
Music streaming (e.g. Spotify, Deezer) 61% 50% 44% 31% 26% 9%
Watching live TV (on TV set or other device) 59% 61% 60% 62% 59% 49%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 54% 53% 43% 30% 25% 9%
PC & Console gaming. 49% 47% 27% 26% 15% 9%
Reading Newspapers (either physical copy or online) 34% 42% 31% 39% 42% 26%
Listening to the Radio 32% 40% 38% 43% 37% 30%
Listening to podcasts 29% 29% 22% 24% 19% 5%
Reading Magazines (either physical copy or online) 25% 28% 25% 24% 20% 11%
Visiting the Cinema 12% 10% 5% 5% 2% 1%
Posters on street or on public transport 12% 10% 8% 6% 4% 1%
Total 18-24 25-34 35-44 45-54 55-64 65+
1% 0% 4% -5% 6% 5% -2%
4% -7% 7% 2% 9% 9% 2%
2% -6% 6% -2% 3% 9% -2%
3% 0% 1% 8% 0% 9% 0%
-1% -2% -1% -2% 2% -2% -2%
1% 0% 8% -1% -5% 4% -1%
0% -4% 5% -6% 0% 1% 1%
3% 2% 6% -3% -1% 9% 3%
2% -3% -3% 4% 9% 0% 3%
0% -5% -1% -2% 2% 6% 0%
1% -2% -1% 2% 7% 3% -3%
-1% 1% -4% -3% -2% 1% -1%
-2% -2% -4% -3% -1% 1% -1%

15. SOCIALMEDIA
Facebook and WhatsApp continue to show the biggest increase in usage since pre-COVID
times. While usage of social platforms has largely decreased this wave among 18-44s, it
has risen among 45-64s, with Facebook, WhatsApp & Twitter benefitting the most
_15
Change in use of Social Media Platforms, Wave 6
Change in use of Social Media Platforms
(Net using more Wave 6 Vs. Wave 5)
27% 26%
16%
9% 7% 6%
3% 3%
27% 26%
16%
15%
8% 9%
7%
4%
26%
21%
19%
20%
14%
9% 18%
8%
2%
3%
3%
4%
3%
2%
5%
2%
2%
2%
2%
3%
3%
1%
4%
2%
16%
22%
45%
49%
64%
73%
62%
82%
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+
Facebook 2% -5% 3% 3% 5% 9% -2%
WhatsApp 1% -6% 2% -2% 5% 4% 1%
Twitter 0% 3% -5% -4% -1% 8% 1%
LinkedIn 0% -2% -1% -4% 1% 3% 0%
Instagram -1% -7% -4% -3% 3% 4% 0%
TikTok -1% -5% -10% 3% 0% 1% 0%
Twitch -2% -3% -5% -4% 0% 1% 0%
Snapchat -2% -6% -10% -3% 1% 2% -1%

16. AUDIOPLATFORMS
At a total level, Heart and Absolute see minor increases wave on wave, driven by
45-64 year olds. BBC & LBC show increases for 18-24s and 35-54s. While 18-24s
are consuming less Spotify this wave, 35-64 year olds are consuming more
_16
Change in use of Audio Channels, Wave 6
Change in use of Audio Channels
(Net using more Wave 6 Vs. Wave 5)
How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19?
10%
7% 5% 5% 4% 4% 3% 3%
15%
15%
11% 10% 9% 7% 6% 6%
18% 28%
17% 24%
19%
16%
13%
10%
3%
6%
3%
6%
5%
4%
3%
2%
3%
7%
3%
7%
5%
5%
3%
3%
50%
38%
61%
49%
59%
64%
72%
77%
Spotify BBC Sounds
/ BBC Radio
Amazon
Music
Heart Radio Capital
Radio
Absolute
Radio
Apple Music 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+
Heart Radio 2% 2% -3% 1% 2% 6% 0%
Absolute Radio 1% 2% 1% -2% 6% 3% 0%
Spotify 1% -8% 1% 6% 3% 6% -2%
BBC Sounds / BBC
Radio
1% 4% 0% 4% 2% -1% -1%
Capital Radio 1% 0% -4% 2% 3% 2% 1%
Amazon Music 1% -4% -1% -1% 2% 8% -1%
LBC 0% 2% -3% -3% 2% 3% 2%
Apple Music 0% 3% -2% 0% 0% 1% 0%

17. NEWSBRANDS
Consumption of news brands has either risen slightly or remained flat at a total level
this wave, with 55-64s showing the most notable increases across titles. Daily Mail
has seen the biggest overall increase, with consumption rising for all age groups.
_17
Change in use of newspaper brands, Wave 6
Change in use of newspaper brands
(Net using more Wave 6 Vs. Wave 5)
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% 2%
11%
9% 8% 8% 7% 6% 6% 5%
23%
16% 18%
16% 18% 17%
13% 14%
5%
4% 3%
4% 3% 3%
6%
3%
6%
3%
6%
4% 5% 4%
16%
4%
48%
64%
60%
66% 64% 66%
57%
73%
The Daily
Mail
The
Guardian
The Sun The
Telegraph
The Times The Mirror Metro 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 Daily Mail 3% 4% 5% 2% 1% 6% 1%
The Sun 1% 1% 1% 3% -1% 4% -1%
The Times 1% 5% -1% -3% 2% 4% 0%
The Guardian 1% -1% -2% 3% 1% 2% 0%
Huffington Post 1% -2% 1% 2% -1% 1% 1%
The Mirror 0% 5% -3% -1% -2% 4% 0%
Metro 0% 5% -2% -1% -2% 3% 0%
The Telegraph 0% 4% -2% -6% 0% 0% 1%

18. TVCHANNELS
We continue to consume more TV than pre-COVID, especially BBC News. However,
there has been a drop for all channels this wave, except Sky and C5. BBC shows the
most notable decline, with decreases across all groups apart from 25-34 year olds
How would you describe your use of the following TV channels, compared to the time before COVID-19?
27%
12% 10% 10% 8% 7% 6%
33%
17%
24% 25%
17% 19%
15%
23%
24%
44%
49%
29%
54%
53%
4%
3%
5%
5%
4%
6%
6%
5%
5%
4%
4%
5%
5%
5%
9%
39%
12%
7%
38%
9%
14%
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 6
Change in use of TV Channels
(Net using more Wave 6 vs. Wave 5)
Total 18-24 25-34 35-44 45-54 55-64 65+
Sky (other channels) 1% 2% 5% -4% -2% 5% 0%
Channel 5 1% 0% 4% -1% 1% 3% -1%
Sky News -1% -6% 1% -1% 1% 4% -4%
Channel 4 -1% -7% 4% -6% 2% 0% -2%
ITV -2% -3% 0% 1% -3% -2% -3%
BBC News -3% -4% 8% -5% -2% -3% -9%
BBC (other channels) -3% -10% 3% -5% -1% 0% -5%

19. VOD&STREAMING
18-24s usage of VOD and streaming platforms has continued to decline for more
platforms than just Netflix this wave, with increases in only YouTube and Apple+,
potentially as they begin to search for new content
How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19?
28%
20%
13% 12%
6% 3% 3% 3%
22%
27%
17%
27%
17%
14%
9% 6%
15%
34%
19%
34%
38%
39%
31%
10%
3%
4%
3%
4%
4%
5%
5%
2%
2%
3%
3%
3%
4% 4%
4%
1%
30%
12%
44%
20%
32% 34%
48%
78%
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 6
Change in use of video on demand & streaming platforms
(Net using more Wave 6 Vs. Wave 5)
Total 18-24 25-34 35-44 45-54 55-64 65+
Netflix 3% -7% 2% 3% 5% 8% 3%
BBC iPlayer 2% -6% 4% 3% 10% 7% -5%
YouTube 1% 4% 1% -7% -1% 9% 2%
Amazon Prime Video 0% 0% -3% 3% 1% 1% -1%
Apple + 0% 2% -5% -6% 3% 3% 0%
ITV Hub -1% -5% 5% -2% -7% 1% 2%
My5 -1% -5% -3% 1% -1% 3% 0%
All 4 -1% -13% -2% -1% -1% 3% 1%

20. Role of media
and content

21. NEWSSOURCES
Whilst TV still remains the go-to source for COVID-19 news, it has been
declining steadily since wave 2, driven by those in older age groups (45+)
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
Wave 6
Primary / preferred source of news re: COVID-19
Wave 6
Primary / preferred source of news re:
COVID-19 Net gains Wave 6 vs. Wave 5
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
TV 54% 34% 46% 51% 53% 62% 67%
News websites 21% 28% 25% 27% 24% 18% 12%
Social media platforms 8% 19% 10% 8% 9% 4% 3%
Radio 6% 4% 6% 2% 4% 6% 10%
Newspapers 5% 4% 4% 4% 4% 7% 6%
Friends & Family 3% 6% 6% 3% 2% 2% 1%
Podcasts 1% 2% 1% 2% 2% 1% 0%
Magazines 1% 1% 1% 2% 1% 1% 0%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
News websites 2% 3% 1% 2% 3% 0% 2%
Radio 1% -3% 2% -3% -2% 2% 5%
Newspapers 0% 1% -2% 1% 0% 3% 0%
Friends & Family 0% 4% -1% -1% 0% 0% -1%
Social media platforms 0% 2% -4% -3% 3% 1% 0%
Magazines 0% -2% -2% 0% 0% 1% 0%
Podcasts -1% -3% 0% -1% 0% 0% 0%
TV -2% -2% 5% 4% -4% -6% -5%

22. TRUSTWORTHYSOURCES
Which of the following do you trust for factually correct information about COVID-19?
There have been no significant changes in trusted sources of information this
wave; however, the slight increase in trust of friends & family has meant that
they have overtaken the Daily Mail, driven by 25-44s and 55-64s
Trustworthy sources of information
re: COVID-19
Trustworthy sources of information re: COVID-19
Wave 6
Trustworthy sources of information re: COVID-19
Net gains Wave 6 vs. Wave 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
BBC SKY News The
Guardian
Friends &
Family
Daily Mail Facebook Other Twitter
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 6
Significantly higher/lower than previous wave
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
BBC 65% 57% 62% 66% 63% 69% 69%
SKY News 25% 28% 29% 31% 29% 23% 16%
The Guardian 13% 21% 15% 11% 14% 11% 8%
Friends & Family 11% 17% 13% 10% 8% 10% 8%
Daily Mail 10% 9% 6% 8% 7% 12% 15%
Facebook 7% 12% 10% 9% 7% 4% 3%
Twitter 5% 10% 7% 5% 5% 2% 2%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Friends & Family 1% 0% 2% 3% -1% 4% -1%
BBC 0% -4% 8% 1% -2% -5% 0%
Daily Mail 0% 2% -7% -1% 1% 2% 3%
SKY News 0% 4% 0% -2% 4% -1% -4%
Facebook 0% 2% -3% -3% -1% 1% 2%
Twitter -1% 2% 0% -3% -3% 0% 1%
The Guardian -1% 6% -4% -2% 0% -1% -1%

23. COMMUNICATION
After a slight drop for almost all platforms last wave, this wave there has been a
slight increase in use of communication platforms, driven by a rise for 25-34s and
55-64s
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?
29% 27%
21% 21%
33%
30%
30% 35%
26%
22% 31%
35%
2%
3%
4%
4%1%
2%
2%
2%8%
17%
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 6
Change in communication since COVID-19
(Net using more Wave 6 vs. Wave 5)
Total 18-24 25-34 35-44 45-54 55-64 65+
Messaging 2% -1% 6% 4% 1% 7% -5%
Video Calls 2% -6% 7% 4% 1% 5% -2%
Talking on the phone 1% 9% 8% -4% -7% 6% -2%
Social Media
platforms
0% 0% 6% -2% -3% 8% -7%

24. CONTENTAREAS
Consumption across most areas of interest has increased again, wave on
wave. There has been the greatest rise in consumption of home & garden
content, particularly with 45-64s
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 6
Change in consumption of areas of interest
(Net consuming more Wave 6 vs. Wave 5)
30%
15% 13% 12% 8% 4% 3% 2%
37%
30%
22% 27%
16%
17%
7% 9%
22%
44%
43% 36%
23%
46%
19%
22%
4% 3%
7%
4%
4%
6%
10%
9%
3% 2%
8%
4%
5%
6%
32%
45%
4% 6% 7%
18%
44%
21%
30%
13% 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% -2% -1% -1% 9% 9% 1%
Food 3% -5% 4% 1% 5% 5% 3%
Gaming 2% 4% 1% 3% 3% 1% -1%
Entertainment 2% -2% 7% 0% 2% 1% -1%
News 1% 3% 6% 3% 2% 3% -6%
Science & Technology 1% -7% 2% 3% 1% 8% -4%
Travel 0% 3% 3% 0% -4% 0% -1%
Sport 0% -1% -2% 1% 0% 0% 1%

25. NEEDSTATES
There has been a slight increase in almost all media needs at a total level,
particularly inspiration for 18-24s; however there has been a large drop in
all media needs for 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 6
Change in media needs
(Net more important Wave 6 vs. Wave 5)
31%
22% 18% 18% 18% 17%
13% 11%
39%
33%
32% 31% 34%
28%
31% 30%
25%
40%
42%
39%
41%
42% 49%
48%
3% 3% 4%
5%
4%
6%
4%
6%
2% 2% 3% 6% 3%
7% 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+
Escapism 2% 3% 2% 1% 6% 7% -6%
Information 2% 6% 4% 0% 5% 2% -5%
Inspiration 1% 12% 0% -7% 5% 6% -5%
Comfort 1% -6% 6% 2% 7% -1% -3%
Unwind 1% -3% 3% 2% 2% 2% -2%
Connection 1% -1% 0% 1% 4% 6% -4%
Distraction 0% -1% 3% 3% 2% 5% -9%
For practical advice 0% -4% 2% 1% 1% 2% -4%

26. NEEDSTATES
There are more and more apps and technologies geared towards helping you
stay social while in isolation
_26
BuzzFeed has introduced a multiplayer
version of its classic quizzes called Quiz
Party, which lets you and up to three
friends complete them simultaneously in
your browser.
BBC launched a new experimental tool,
BBC Together, that will let you watch or
listen to BBC programming with others
over the internet, with everyone seeing the
same thing on-screen at the same time.
Squadded - Shopping Party is the new
Google extension enabling people to shop
remotely with friends in online fashion
stores. Users of the website can simply
open one of the online fashion stores listed,
sign in and invite their friends to join their
squad, then shop together.

27. Broader consumer
behaviour

28. ACTIVITIES
Cleaning continues to drop wave on wave. 65+ see a drop in almost all activities,
with the exception of relaxing; given that the majority of this group are retired, it is
likely that they are returning to their pre-COVID activities
In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?
Change in activities
Wave 6
Change in activities since COVID-19
(Net using more Wave 6 vs. Wave 5)
19% 18% 18%
13% 11% 11% 10% 10%
33% 34%
32%
27% 29%
26% 24%
21%
40% 39%
41%
36% 36%
34%
32%
24%
4% 3% 6%
6% 6%
5% 12%
5%
2%
1%
2%
5% 4%
4%
9%
4%
2% 4%
1%
14% 14%
21%
12%
36%
Cleaning Cooking Relaxing Reading
books
DIY Doing
puzzles,
board
games or
crafts
Fitness Playing
computer
/ video
games
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+
Fitness
3% 5% 1% 3% 8% 7% -2%
DIY
3% 1% 2% 5% 1% 7% 0%
Cooking
2% -4% 2% -4% 6% 11% -1%
Relaxing
1% -6% -3% -1% 4% 3% 5%
Reading books
1% -6% 5% -2% 7% 5% -6%
Doing puzzles, board games or crafts
0% -11% 0% -2% 4% 7% -1%
Playing computer / video games
0% -6% 7% -4% 0% 1% -2%
Cleaning
-1% -3% 7% -5% -2% 2% -3%

29. ACTIVITIES
While it seems that much of our lives have moved offline, some brands show
not everything needs to be online!
_29
McDonald's and Heinz unveiled separate
branded jigsaw puzzles to capitalize on a
trend that's emerged as consumers look to
occupy themselves during quarantine.
Heinz’s puzzle is indented to be as the
world's slowest puzzle consisting of 570
pieces identically coloured in the ketchup
brand's signature red hue.
Ikea has designed a set of manuals to
fight against lockdown boredom, to teach
people at home how to build fortresses,
caves and wigwams out of furniture and
household items.
To raise money for frontline workers, Earl of
East, in collaboration with Uncommon
Creative Studio, has launched Scents of
Normality. An exclusive candle collection
that smells like the places we miss the most
during lockdown. This limited series comes
in three evocative scents, reflecting some of
the nation’s favourite hangouts.

30. 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, new forms of fitness and new hobbies such as gardening occupy the
top spots for new activities/hobbies people are undertaking. 55-64’s are the most
likely to be starting new hobbies this wave
New hobbies / activities undertaken
Wave 6
Change in New hobbies / activities (Net already started
/ definitely intend to more Wave 6 vs. Wave 5)
21%
12% 11% 8% 8% 7% 6% 3%
18%
12% 13%
10% 7% 8% 10%
6%
32%
28% 31%
25%
22%
15%
19%
14%
15%
19%
21%
27%
21%
23%
17%
20%
9%
26% 21% 28%
39%
45% 44%
54%
Read more Take up a new
form of fitness
Learn a new
hobby e.g.
gardening,
cooking,
knitting
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
18-24 25-34 35-44 45-54 55-64 65+
Learn a new language 1% 2% -4% -3% 4% 1%
Take part in training through my existing workplace 0% 1% 6% 4% 6% -1%
Learn a new skill (e.g. arts, crafts, musical
instrument)
-2% -3% -2% -2% 3% -1%
Learn a new hobby e.g. gardening, cooking, knitting -3% -6% -8% -6% 3% -3%
Take a short educational course -5% -4% -4% 1% 4% 0%
Take up a new form of fitness -8% 0% -1% 5% 6% 0%
Read more -8% -1% -5% 5% 4% 0%
Sign up for a longer educational course e.g.
undergraduate, postgraduate or MBA
-11% -2% -2% -3% 2% -1%

31. LEISURESPENDING
Entertainment and takeaways remain most the increased areas of leisure expenditure
since pre-COVID, with takeaways seeing further increases across 18-64s this wave. 18-
24s have upped their spending on fitness, whilst 35+s have been spending more
money on films and ents subscriptions
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 6
7% 6% 4% 3% 3% 2% 2% 2%
14% 16%
15%
9% 9%
5%
9%
5%
45%
23% 28%
22% 20%
11%
12%
12%
4%
10% 5%
4% 4%
3%
5%
6%
3%
25%
5%
6% 6%
3%
4%
15%
27%
20%
44%
56% 57%
76%
68%
60%
Entertainment
subscription
services e.g.
Netflix
Takeaway / food
for delivery
Digital purchases
of films e.g. Sky
store, Amazon
Prime
Limited passes
for subscription
service e.g. Now
TV
Entertainment /
Cinema pass
Education / self-
improvement /
learning new
skills
Online dating
apps / websites
Virtual / online
gym / fitness
classes
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 6 vs. Wave 5)
18-24 25-34 35-44 45-54 55-64 65+
Virtual / online gym / fitness classes 5% -4% 3% 1% 4% -1%
Takeaway / food for delivery 3% 3% 6% 3% 3% -1%
Entertainment subscription services e.g. Netflix 3% -4% 5% 2% 4% 2%
Education / self-improvement / learning new skills 1% -5% -5% 0% 2% -1%
Digital purchases of films e.g. Sky store, Amazon
Prime
0% -1% 4% 2% 5% 2%
Limited passes for subscription service e.g. Now TV
Entertainment / Cinema pass
-1% -7% -4% 2% -2% -1%
Gym / fitness club memberships -3% -6% -3% -1% 2% 1%
Online dating apps / websites -6% -3% -1% 1% 0% 0%

32. 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?
The majority of big purchases remain on hold, with 18-24s being most likely to say
they will be delaying buying big ticket items. 25-44s are becoming more open to
making larger purchases
Change in big purchase intentions
Wave 6
Change in big purchase intentions
(Net Definitely / Probably will delay Wave 6 vs. Wave 5)
39%
14%
10% 10% 9% 6% 6% 5%
19%
13% 22% 18%
11% 14%
10% 12%
9%
9%
20%
14%
8%
17%
10%
19%
6%
5%
15%
7%
5%
13%
6%
14%
27%
59%
33%
51%
69%
50%
69%
49%
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.)
Investing in
Further
Education
(Undergraduate
degree, Master,
other formal
qualification)
Taking out a
new insurance
policy /
switching
provider
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
18-24 25-34 35-44 45-54 55-64 65+
Taking out a new insurance policy / switching
provider
7% -8% -3% -4% -2% 1%
Buying a new mobile phone handset 6% -7% -7% 10% 1% 5%
Switching utility providers (gas/ electric, internet,
mobile phone etc.)
3% -3% -2% -3% -1% -1%
Buying a car 2% -7% -4% 2% 1% -2%
Making home improvements 2% 0% -6% 2% 2% -5%
Booking a holiday 1% 1% 4% 2% 3% 4%
Buying or selling a property (house or flat) -3% 0% -5% 0% -1% -2%
Investing in Further Education (Undergraduate
degree, Master, other formal qualification)
-5% -11% -9% 1% -1% 0%

33. SHOPPING
Online shopping spend continues to increase, driven by those aged 45+. In-store
shopping sees slight decreases this wave, but as non-essential shops will re-open
soon, it is one to watch
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%
4%
33%
11%
34%
16%
7%
18%
7%
47%
5% 4%
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 6
Change in shopping habits
(Net spending more Wave 6 vs. Wave 5)
18-24 25-34 35-44 45-54 55-64 65+
Online shopping 4% 4% 2% 6% 7% 4%
In-store shopping 1% -6% 3% 1% -1% 4%

34. BRICKS&MORTARSHOPPING
Food and drink remains the main driver of spend in-store, but we also see increases
in health and beauty this time, perhaps due to the recent good weather. This wave,
25-34s are spending less in the majority of sectors
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 6
Change in in-store shopping habits
(Net spending more Wave 6 vs. Wave 5)
10%
3% 3% 3% 3% 2% 2% 2%
26%
7% 9% 7% 7% 8% 7% 6%
36%
39%
38% 40% 36%
42%
30% 31%
10%
9% 9% 8%
8%
12%
13%
5%
17%
35%
27%
33%
26%
27%
45%
15%
1%
7%
15%
9%
19%
7%
3%
40%
Food and drink Homewares and
furniture
Leisure Goods
(Books, board
games and
stationery)
Electrical
products
(including
mobiles, tablets,
photography
equipment, TV
and audio
goods, etc)
Leisure Goods
(DVDs, film, TV
series, music)
Health and
beauty
Clothing,
accessories and
footwear (incl.
Sportswear)
Computer /
video games
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
18-24 25-34 35-44 45-54 55-64 65+
Food and drink 7% -3% 3% 0% 1% -1%
Health and beauty 6% -3% 0% 2% 4% -1%
Computer / video games 2% -5% -2% -1% 3% 0%
Clothing, accessories and footwear (incl. Sportswear) 2% -2% -5% 2% 3% 0%
Leisure Goods (DVDs, film, TV series, music) 1% -5% 0% 0% 3% 1%
Leisure Goods (Books, board games and stationery) -2% 3% 1% -2% 2% -1%
Electrical products (including mobiles, tablets, photography
equipment, TV and audio goods, etc)
-2% -5% -2% 3% 2% -1%
Homewares and furniture -4% 3% 1% -1% 3% -1%

35. BRICKS&MORTARSHOPPING
Retailers continue to adapt to the new normal
_35
Asda is trialling a “virtual queuing” initiative
which will allow users to book a place and
log into a virtual queue with their phones.
They will then be able to wait in their car,
avoiding the extended queues which have
become commonplace across UK
supermarket carparks, and be alerted
when they are allowed to enter the store.
Lidl customers will now be able to collect
and return online orders from a host of
retailers amid a new partnership with
InPost. Their digital lockers will be rolled
out to 24 Lidl stores across London,
Birmingham and Manchester allowing
users to collect parcels ordered online
while they carry out their weekly grocery
shop.
And more news from Lidl - this time in
Ireland thought! Retailer has launched an
online chatbot via WhatsApp so customers
can avoid queues and find the quietest time
to shop.

36. E.COMMERCE
Food & drink also dominates online shopping spend; however there has been a
spike in clothing purchasing this wave, for all ages. We see growth from the 55-64s
in all areas, particularly clothing and electrical goods.
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 6
Change in online shopping habits
(Net spending more Wave 6 vs. Wave 5)
14%
6% 5% 4% 4% 4% 4% 3%
19%
17% 17%
12% 13% 11% 14% 17%
32%
37% 41%
47% 43%
33%
43%
43%
7%
11%
7% 8%
7%
5%
8%
8%
6%
20%
12%
18%
20%
10%
15%
12%
22%
9%
18%
11%
14%
36%
17% 16%
Food and
drink
Clothing,
accessories
and footwear
(incl.
Sportswear)
Health and
beauty
Electrical
products
Homewares
and furniture
Computer /
Video Games
Leisure
Goods
(DVDs, film,
TV series,
music)
Leisure
Goods
(books, board
games and
stationery)
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
18-24 25-34 35-44 45-54 55-64 65+
Computer / Video Games 5% -6% 2% -5% 1% 2%
Food and drink 4% 5% -5% 0% 6% -2%
Clothing, accessories and footwear (incl. Sportswear) 3% 2% 0% 3% 12% 4%
Homewares and furniture 0% 3% -2% -4% 8% 3%
Leisure Goods (DVDs, film, TV series, music) -2% -1% 0% 0% 6% -4%
Electrical products (including mobiles, tablets, photography
equipment, TV and audio goods, etc)
-2% -1% -3% 1% 11% 0%
Health and beauty -3% 1% 0% 2% 6% 3%
Leisure Goods (books, board games and stationery) -4% 7% -4% -2% 7% -1%

37. 37
In summary
Media consumption remains consistent across
most of the waves, although we are seeing an
increase of video streaming in wave 6, particularly
amongst older respondents.
Relaxation of strict adherence to rules is evident in
the responses across wave 6. People are
anticipating visiting more places, and beginning to
relax lifestyle and shopping behaviours.
Younger people continue to feel the impact of Covid
more than older generations, and in this wave we
see media consumption decline slightly as they take
advantage of changes to social distancing rules.

38. Thank you