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
25th June 2020
Wave 8

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
eigth wave of results. Fieldwork was carried out over a 24 hour
period from 22-23 June. The sample size is 1,479 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
Wave 7: 08-09 June
Wave 8: 22-23 June
_3

4. • With lockdown measures continuing to be eased and amid a sense that life is gradually returning
to normal, the amount of people feeling anxious and unsafe has hit its lowest level since wave 1
(prior to lockdown).
• The government is cautiously re-opening the economy and with non-essential retailers and other
businesses starting to open their doors, numbers saying they have had to stop working altogether
have decreased significantly and fewer people are working from home all of the time.
• As certain public places begin to re-open (with more expected in the coming weeks) there has
been a blanket drop in people intending to avoid various public places in the near future.
• As we continue to venture out of the home more, we see consumption of many media channels
decrease further this wave. A few of the channels that have seen the biggest uplift since the
lockdown started (e.g. video streaming, VOD and social media) have started to decline this wave.
• Despite an overall downtick for newsbrands this wave, with a gradual return to work, commuter
paper Metro has shown an increase, especially for 25-34s.
• The luxury of being able to see more of our family and friends face-to-face has resulted in a drop
in non-face-to-face methods of communication this wave and a general decline in people taking up
new hobbies to entertain themselves
• With football back on screens, consumption of sport content has increased notably this wave, for
all age groups
• Again, we witness some interesting trends among 18-24s. With boredom levels falling, there has
been a significant drop in their need for distraction this wave. 18-24s also show the biggest
decrease in participation in all new hobbies / activities this wave – with the easing of lockdown
allowing them to return to pre-covid19 behaviour. This group are also less likely to be delaying big
purchases like travel this wave – again indicating their desire to get back to normal.
EXECUTIVESUMMARY
Executive
summary

5. CONSUMERMINDSET
_5
Those feeling anxious and unsafe are at their lowest levels since wave 1, as we approach
phase 2 of lockdown measures lifting. With non-essential retailers now open, a sense of
normality may be kicking in and making the public feel more positive about the future
Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 8 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%
36%
33%
18%
17%
14%
14%
9%
8%
4%
36%
30%
17%
16%
12%
12%
10%
9%
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
Wave 7
Wave 8
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+
Overwhelmed
34% 25% 16% 18% 10% 7%
Anxious
31% 34% 31% 34% 34% 19%
Well informed
24% 27% 34% 33% 44% 46%
Isolated / lonely
22% 17% 11% 11% 11% 6%
Confused
21% 23% 18% 15% 12% 12%
Unsafe
17% 12% 14% 14% 10% 8%
Reassured
10% 10% 13% 10% 8% 11%
More connected to my community
9% 5% 11% 7% 12% 11%
Other
2% 0% 3% 3% 4% 7%

6. CONSUMERMINDSET
Wearables and AI are being used to help us navigate the new reality
_6
Fitbit rolled out 'Ready for Work' COVID-19
symptom tracker. The service gives
employees access to key health metrics,
as well as a way to log self-reported
symptoms, to help them determine if it's
safe for them to get back to work.
Employers, meanwhile, get access to a
dashboard to monitor employees'
readiness to return to work, as well as any
potential exposure risks within their
workforce.
Premier League returned last week and as
much as efforts have been made to make it
as socially distant as possibly, football IS a
contact sport. To limit the risks some clubs
have turned to wearable technology which
is used to generate reports detailing how
long a player has spent in close proximity
with teammates. Should a player test
positive for COVID-19, the club will know
which players he has been in contact with,
for how long, and even during which
specific training drill or exercise.
Amazon unveiled a new AI tool it says will
help employees follow social distancing
rules. The company’s “Distance Assistant”
combines a TV screen, depth sensors and
an AI-enabled camera to track employees’
movements and give them feedback in real
time. Importantly, Amazon also says it will
be open-sourcing the technology, allowing
other companies to quickly replicate and
deploy these devices in a range of
locations.

7. LIFESTYLE
_7
Those having to stop working altogether has seen a significant fall this
wave. Those practicing social distancing measures has also dropped
marginally, with 18-24s being the least likely to social distance
Change in working situation – TOTAL Change in working situation, wave 8 – BY AGE
Change in personal / social situation – TOTAL Change in personal / social situation, wave 8 – BY AGE
48%
14%
18%
8%
10%
3%
30%
25%
15%
21%
8%
2%
32%
22%
15%
23%
9%
2%
34%
23%
12%
21%
9%
1%
34%
22%
13%
21%
8%
2%
35%
22%
14%
20%
9%
2%
36%
21%
14%
19%
10%
2%
40%
19%
16%
15%
9%
2%
There's been no
change to my working
pattern at all
I am working from
home all the time
I am working from
home more often
I’ve had to stop
working altogether
I’m working reduced
hours
I’m working shifted
hours (e.g. to
accommodate
childcare)
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8
53%
19%
15%
23%
60%
38%
22%
2%
65%
32%
20%
2%
66%
28%
17%
4%
67%
26%
15%
3%
69%
22%
13%
7%
73%
21%
12%
6%
69%
18%
12%
10%
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 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8
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+
There's been no change to my working pattern at all
26% 24% 25% 38% 43% 72%
I am working from home more often 26% 26% 18% 18% 12% 3%
I’ve had to stop working altogether 18% 19% 16% 14% 20% 8%
I am working from home all the time 16% 23% 26% 23% 20% 7%
I’m working reduced hours 13% 11% 15% 10% 5% 2%
I’m working shifted hours (e.g. to accommodate childcare) 3% 2% 5% 0% 1% 0%
18-24 25-34 35-44 45-54 55-64 65+
I’m taking part in social distancing and seeing less people
60% 73% 76% 72% 71% 61%
I’ve chosen to self-isolate
27% 17% 17% 10% 12% 24%
I’ve been advised / forced to self-isolate
14% 13% 9% 11% 11% 16%
I've not changed my behaviour at all
10% 8% 8% 12% 12% 8%

8. LIFESTYLE
With more and more businesses able to re-open, the stress-test of the remote
work revolution and its longevity has begun
_8
Pandemic and potential changes in the
working culture could lead to a mass
exodus from the cities to the countryside.
Based on the latest survey from Ipsos
MORI, more than 2 in 5 (44%) of Britons
say they expect cities to become less
attractive places to live in over the next few
years. However changes may start
happening much earlier, with major
property websites already reporting an
increase in city-dwellers looking at property
outside their cities.
British clean air campaign’s survey claims
that maintaining remote working after the
coronavirus lockdown in the U.K. could
eliminate 11.3 billion miles of commutes
and, as a result, cut two airports’ worth of
emissions. However some scientists
stress that the answer is not that simple,
with studies showing that remote work in
the UK may be more environmentally
friendly BUT only in the summer. It’s all
due to heating and the need to heat
individual workers’ buildings versus one
office building.
Harvard Business Review sees the ongoing
disruption in our working habits as a chance
to supercharge progress on gender equality
by deliberately reworking policies and
practices to usher in a new chapter in the
history of work — one that is designed for
men and women, particularly as family
commitments come into play.

9. LIFESTYLE
_9
We have seen a continued fall in avoidance this wave, with 18-24s being least
likely to avoid all but one of these types of places/events
Significantly higher/lower than previous waveWhat 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 8
– BY AGE
62%
60%
59%
64%
53%
55%
36%
32%
80%
76%
78%
82%
73%
78%
57%
60%
78%
76%
77%
81%
74%
76%
60%
57%
75%
74%
73%
78%
71%
69%
49%
50%
76%
73%
74%
77%
72%
66%
46%
49%
76%
74%
74%
74%
72%
64%
41%
43%
74%
72%
71%
72%
71%
59%
39%
42%
70%
68%
67%
66%
63%
55%
38%
34%
Cinemas International
travel
Public
transport
Restaurants,
pubs & bars
Sports events Shopping
centres
Shops in
general
The
workplace
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8
18-24 25-34 35-44 45-54 55-64 65+
Cinemas
57% 61% 64% 70% 79% 82%
Restaurants, pubs & bars
57% 64% 60% 67% 74% 72%
Public transport
53% 59% 63% 67% 74% 76%
International travel
50% 61% 62% 69% 78% 80%
Sports events
49% 58% 61% 63% 70% 73%
Shopping centres
45% 56% 49% 55% 59% 60%
Shops in general
39% 36% 36% 34% 38% 42%
The workplace
27% 29% 29% 28% 35% 50%

10. LIFESTYLE
While the main UK cinema chains announced their intentions to welcome
guests in July, it will take time for things to return to normal
_10
At the end of April, The Academy of Motion
Picture Arts and Science announced a
decision of allowing streaming-only movies
to compete for next year’s Oscars, showing
that the awards season will be impacted by
Covid-19. We now know that the ceremony
itself will be pushed back to April 2021,
however, questions remain on what it will
look like in the (hopefully!!!) post-pandemic
world.
The Academy’s announcement was
followed by Warner Bros. delaying some
of their movies including Wonder Woman
1984 (this is the second time it is being
pushed back) and Christopher Nolan’s
Tenet. With the latter seen as the first real
test as to whether Hollywood studios
could start releasing their films, we will
have to wait 2 more weeks (it has been
pushed to 31st of July) to see whether
movie goers are willing to come back to
cinemas.
While traditional cinemas deal with complex
and rapidly changing environments, the
future of drive-in cinemas seems not only
obvious but also bright! Now Secret Cinema
has jumped on the trend and partnered with
Haagen-Dazs and Goodwood for a drive-in
experience. The interactive experience will
include film-inspired music, games played
from people’s cars and a competition for
best fancy dress.

11. Media behaviour
changes

12. CHANNELCHANGES
_12
Media consumption remains elevated, compared to before COVID-19, with
video streaming, social media and video on demand benefitting the most
Change in media channel usage, Wave 8
30% 27% 25% 23%
12% 12% 11% 11% 10%
7% 7%
2% 2%
28%
27% 32%
32%
19% 20% 23%
15%
21%
13% 13%
3% 5%
19%
29%
30% 34%
28%
24%
36%
22%
36%
21%
37%
6%
18%
2%
3%
2%
4%
4%
3%
9%
3%
6%
3%
5%
4%
9%
1%
3% 1%
3%
2%
4%
8%
3%
7%
3%
6%
58%
31%
19%
10% 10%
4%
34%
38%
12%
46%
20%
53%
31%
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)
Music
streaming (e.g.
Spotify,
Deezer)
Mobile gaming
(e.g. Candy
Crush, Clash of
Clans)
Listening to the
Radio
PC & Console
gaming.
Reading
Newspapers
(either physical
copy or online)
Listening to
podcasts
Reading
Magazines
(either physical
copy or online)
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
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
NET doing more of
(w8 VS. w7)
-2% -4% -4% 0% -1% -2% 0% -1% -3% 0% -2% 0% 1%
NET doing less of
(w8 VS. w7)
0% 2% 0% -1% -1% 0% -2% -1% 1% 0% 0% 0% -3%

13. CHANNELCHANGES
_13
However, this wave we are seeing further decreases in consumption, even
for the top channels, namely VOD, social media and video streaming. Mobile
gaming and newspapers / magazines also see declines
Change in media channel usage, Wave 8 Change Wave 8 vs. Wave 7
NET DOING
MORE OF
NET DOING
LESS OF
Video streaming (e.g. Netflix, Amazon Prime) 58% 4%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 56% 3%
Watching live TV (on TV set or other device) 55% 7%
Visiting Social Media websites 55% 6%
Listening to the Radio 34% 17%
Music streaming (e.g. Spotify, Deezer) 32% 6%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 31% 7%
Reading Newspapers (either physical copy or online) 31% 13%
PC & Console gaming. 25% 6%
Listening to podcasts 20% 6%
Reading Magazines (either physical copy or online) 20% 12%
Posters on street or on public transport 7% 40%
Visiting the Cinema 5% 62%
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
-2% 0%
-4% 0%
0% -1%
-4% 2%
0% -2%
-1% -1%
-2% 0%
-3% 1%
-1% -1%
0% 0%
-2% 0%
1% -3%
0% 0%

14. CHANNELCHANGES
_14
The drop in social media usage is evident across the board (most notably among
55-64s). Decreases in video on demand are seen across all age groups, particularly
18-24s. 45-64s also show a large drop in consumption of newsbrands this wave
Change in media channel usage wave 8, by age Change in use of media
(Net doing more Wave 8 vs. Wave 7)
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) 76% 77% 68% 63% 49% 29%
Visiting Social Media websites 72% 72% 61% 59% 44% 31%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 71% 72% 64% 60% 50% 33%
Music streaming (e.g. Spotify, Deezer) 56% 51% 40% 29% 18% 10%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 51% 43% 42% 33% 22% 9%
PC & Console gaming. 51% 39% 32% 21% 14% 7%
Watching live TV (on TV set or other device) 47% 59% 56% 63% 59% 46%
Listening to the Radio 33% 38% 40% 35% 33% 28%
Reading Newspapers (either physical copy or online) 32% 40% 34% 31% 27% 24%
Listening to podcasts 32% 33% 28% 17% 17% 4%
Reading Magazines (either physical copy or online) 23% 27% 25% 21% 17% 10%
Visiting the Cinema 11% 9% 7% 3% 3% 1%
Posters on street or on public transport 10% 15% 10% 7% 3% 2%
Total 18-24 25-34 35-44 45-54 55-64 65+
-2% -1% -2% 2% -3% 1% -5%
-4% -2% -4% -5% -3% -11% 0%
-4% -9% -4% -1% -4% -6% -4%
-1% -2% -2% -2% -1% 1% 2%
-2% -4% -7% -2% -1% -2% 1%
-1% 6% -2% 0% -6% 1% -2%
0% -7% 2% 0% 4% 1% -4%
0% 4% -1% 2% -4% -2% 2%
-3% -2% 2% -2% -7% -15% 5%
0% 0% 3% 1% -2% 1% -2%
-2% -3% -2% -2% -2% 0% -2%
0% -2% -2% 1% -1% 1% -1%
1% 0% 2% 0% 3% 0% -1%

15. SOCIALMEDIA
While WhatsApp & Facebook continue to show the biggest increase in usage vs. pre-
COVID, they both decline at Wave 8. This wave, 18-44s increase their use of Instagram,
Snapchap, TikTok & Twitter, while 25-44s are using LinkedIn more than last wave
_15
Change in use of Social Media Platforms, Wave 8
Change in use of Social Media Platforms
(Net using more Wave 8 Vs. Wave 7)
24% 22%
15%
9% 8% 8%
4% 3%
25% 26%
16%
14%
8% 8%
8%
5%
24% 28%
20%
21%
13%
9% 18%
8%
3%
4%
3%
4%
3%
2%
5%
3%
2%
3%
3%
3%
3%
2%
4%
2%
22%
17%
44%
49%
65%
71%
62%
80%
WhatsApp Facebook 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+
Instagram 2% 7% 2% 1% 0% 2% 3%
Snapchat 2% 4% 3% 2% 6% -2% 1%
TikTok 2% 4% 4% 2% 0% 3% 0%
Twitter 1% 1% 4% 3% 1% -3% 1%
LinkedIn 1% -4% 9% 4% -2% -1% -1%
Twitch 1% -2% 6% 0% 0% -1% 0%
WhatsApp -1% -4% -6% 1% -3% -6% 6%
Facebook -2% 3% -1% -1% -3% -4% -3%

16. AUDIOPLATFORMS
This wave Apple music and Spotify see the greatest gains at a total level. 25-34s are
consuming more audio content across all channels this wave. 18-24s show a notable
increase in usage of Apple Music and BBC radio increases for all bar 55+
_16
Change in use of Audio Channels, Wave 8
Change in use of Audio Channels
(Net using more Wave 8 Vs. Wave 7)
How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19?
12%
6% 6% 6% 4% 4% 3% 3%
14%
15%
9% 11%
8% 7% 7% 5%
17% 27%
22% 17%
18%
11%
17%
10%
4%
6%
6%
2%
6%
3%
3%
2%
4%
4%
7%
2% 4%
2%
4%
3%
49%
41%
51%
61% 60%
73%
65%
77%
Spotify BBC Sounds
/ BBC Radio
Heart Radio Amazon
Music
Capital
Radio
Apple Music 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+
Apple Music 2% 8% 5% 1% 1% -2% 1%
Spotify 2% -1% 7% 3% -1% 0% 1%
BBC Sounds / BBC Radio 1% 2% 4% 3% 3% -3% -2%
Amazon Music 1% 2% 6% -3% -5% 4% 2%
LBC 1% 2% 2% 2% 0% -1% 2%
Capital Radio 1% 2% 5% -2% 1% -3% 1%
Absolute Radio 0% 1% 5% -2% -1% -1% 0%
Heart Radio 0% 1% 6% -4% -1% -1% 0%

17. AUDIOPLATFORMS
Most music experiences have moved to the digital world, but it seems some
simply cannot wait for the real thing (even if it means wearing a hazmat suit)
_17
It seems Coca-Cola is betting on
livestreaming as the company has
partnered with new livestreaming concert
app #BeApp. The initiative, under the
banner of ‘Coke Studio Sessions’, will last
for 60 days (starting on 14th of May) with 3
new performances added each day (each
available for 24 hours). Virtual concert
goers will be able to donate to charity but
also buy merchandise, upgrade seats
(however not sure what this upgrade will
entail) and do artist shout-outs.
Good(…ish) news for anybody missing live
concerts – The Flaming Lips performed a
live concert just a couple of weeks ago
during an appearance on The Late Show
With Stephen Colbert. The twist being that
both the band AND the spectators were
inside giant plastic bubbles. Funnily
enough the band is no stranger to plastic
bubbles as they have used them on stage
for years, BUT this is the first time the
audience needed them too!
Concerns have been raised about illegal
raves expected to be organised throughout
the summer (The Guardian went as far as
stating “England will experience a “summer
of rave” not seen since 1989”). This is
where LA-based creative studio called
Production Club comes in – they’ve
designed a PPE rave suit for safe
socialising in the club. The suit itself is filled
with features (such as an air filtration
system, wireless voice communication
system and speakers) which are meant to
make it possible for you to party, vape, drink
and even… have sex!

18. NEWSBRANDS
With a gradual return to work, commuter paper Metro has shown an increase this wave,
especially for 25-34s, who have upped their consumption of many print titles. After an
increase last wave, 18-24s show declines in readership of most titles this wave
_18
Change in use of newspaper brands, Wave 8
Change in use of newspaper brands
(Net using more Wave 8 Vs. Wave 7)
How would you describe your use of the following newspaper brands, compared to the time before COVID-19?
6% 4% 4% 3% 3% 3% 2% 2%
11%
8% 9%
6% 7% 7% 7% 5%
22%
17% 15%
13%
16% 15% 15%
15%
5%
5% 4%
8%
5%
3% 4%
3%
6%
5%
3%
15%
5%
6% 4%
3%
50%
61% 64%
55%
65% 66% 67%
73%
The Daily
Mail
The Sun The
Guardian
Metro The Times The Mirror 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+
Metro 2% -1% 8% 2% 2% 0% 0%
The Times 1% -1% 2% 1% 2% 2% 2%
The Sun 1% 0% 0% 2% 5% 0% 0%
Huffington Post 1% -4% 4% 3% 3% 1% -1%
The Guardian 1% -2% 6% 4% -2% -3% 1%
The Telegraph 1% -2% 5% 0% 2% 0% 0%
The Mirror 0% -7% 6% 1% 2% -1% -1%
The Daily Mail 0% 2% 2% -6% 0% -2% 4%

19. TVCHANNELS
BBC News remains the most increased channel since pre-COVID, but this wave it has
seen a minor drop in usage. Wave on wave, 25-44s have increased their consumption
of most TV channels measured, while 45-64s are generally watching less
How would you describe your use of the following TV channels, compared to the time before COVID-19?
26%
11% 10% 10% 7% 7% 6%
32%
24% 23%
19%
16%
21%
16%
25%
48%
45%
25% 31%
52%
52%
4% 6%
5%
4% 4%
7%
7%
3%
3%
4%
4% 4%
5%
5%
10% 9%
13%
39% 38%
9%
15%
BBC
News
ITV BBC
(other
channels)
Sky News 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 8
Change in use of TV Channels
(Net using more Wave 8 vs. Wave 7)
Total 18-24 25-34 35-44 45-54 55-64 65+
Channel 5 2% 0% -3% 5% 4% 2% 1%
ITV 1% 5% 5% 3% -4% -1% -1%
Sky (other channels) 1% 3% 3% 2% -3% -1% 1%
Channel 4 1% -5% 3% 4% 2% -3% 2%
Sky News 0% -3% 5% 2% -5% 1% 1%
BBC (other channels) -1% -2% 1% 0% -4% -5% 4%
BBC News -1% -7% 5% 1% -4% -3% 0%

20. VOD&STREAMING
After a drop in usage of VOD & streaming platforms in the last wave, most have
seen an increase again this wave; Amazon Prime & Netflix have seen the greatest
increase, driven by 18-44s
How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19?
27%
20%
14% 13%
7% 6% 3% 3%
22%
24%
19% 24%
12% 16%
8%
5%
16%
36%
19%
36%
37%
36%
30%
11%
2%
4%
3%
5%
6%
6%
6%
3%
2%
4%
3%
3%
5%
4%
5%
2%
31%
13%
43%
20%
34% 32%
48%
78%
Netflix YouTube Amazon
Prime
Video
BBC
iPlayer
All 4 ITV Hub 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 8
Change in use of video on demand & streaming platforms
(Net using more Wave 8 Vs. Wave 7)
Total 18-24 25-34 35-44 45-54 55-64 65+
Amazon Prime Video 4% 8% 10% 7% 0% 0% -2%
Netflix 2% 4% 5% 4% -3% 3% -2%
All 4 1% 6% -4% 6% -2% 1% 2%
My5 1% -1% 1% 6% -2% 1% 0%
ITV Hub 1% 6% -2% 3% -3% 0% 1%
Apple + 0% -2% 4% 0% 0% 0% 0%
BBC iPlayer 0% 2% 1% 0% -4% -4% 2%
YouTube -3% -2% 1% -3% -5% -8% -3%

21. Role of media
and content

22. NEWSSOURCES
The steady decline in TV as the main source of COVID news has reversed this
wave, with an increase across almost all age groups, most notably 35-44s & 55-64s
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
Wave 7
Wave 8
Primary / preferred source of news re: COVID-19
Wave 8
Primary / preferred source of news re:
COVID-19 Net gains Wave 8 vs. Wave 7
Total 18-24 25-34 35-44 45-54 55-64 65+
TV 56% 31% 40% 51% 63% 68% 71%
News websites 21% 23% 29% 28% 20% 17% 11%
Social media platforms 7% 24% 10% 6% 3% 2% 1%
Newspapers 5% 6% 5% 3% 4% 5% 8%
Radio 4% 3% 4% 2% 4% 5% 6%
Friends & Family 3% 6% 5% 3% 3% 1% 2%
Podcasts 2% 2% 3% 3% 2% 0% 0%
Magazines 1% 3% 2% 3% 0% 0% 0%
Total 18-24 25-34 35-44 45-54 55-64 65+
TV 3% 2% 2% 8% -1% 10% 0%
Newspapers 1% 1% 0% 0% 1% 0% 2%
Radio 0% -1% 0% -1% 1% -2% 1%
Friends & Family 0% 1% 0% -1% 2% -1% 0%
Podcasts 0% 1% 0% 3% 0% 0% 0%
Magazines 0% -1% 0% 2% -1% -1% 0%
Social media platforms -1% 3% -2% -5% -1% 0% 0%
News websites -2% -4% -1% -3% -2% -4% -2%

23. TRUSTWORTHYSOURCES
Which of the following do you trust for factually correct information about COVID-19?
Trust in the Daily Mail has grown again this wave, driven by those who are 45+,
whilst the Guardian is the only source whose trust has dropped, driven by 35-54s
Trustworthy sources of information
re: COVID-19
Trustworthy sources of information re: COVID-19
Wave 8
Trustworthy sources of information re: COVID-19
Net gains Wave 8 vs. Wave 7
0%
10%
20%
30%
40%
50%
60%
70%
80%
BBC SKY News Daily Mail The
Guardian
Friends &
Family
Facebook Other Twitter
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 6
Wave 7
Wave 8
Significantly higher/lower than previous wave
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
BBC 63% 57% 60% 60% 64% 68% 68%
SKY News 27% 23% 31% 31% 32% 25% 20%
Daily Mail 13% 15% 12% 10% 9% 13% 17%
The Guardian 12% 19% 18% 12% 9% 12% 7%
Friends & Family 11% 18% 15% 9% 11% 9% 9%
Facebook 7% 15% 11% 10% 4% 4% 2%
Twitter 6% 17% 8% 7% 4% 3% 1%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Daily Mail 2% -2% 3% 0% 1% 3% 3%
Twitter 1% 5% 2% 2% -1% 1% 0%
SKY News 0% -1% -3% -1% 5% 2% -3%
BBC 0% 3% 2% -3% 3% -4% -1%
Friends & Family 0% 2% 1% -2% -2% 1% 0%
Facebook 0% 6% 0% -4% -2% 1% -1%
The Guardian -1% -1% 4% -3% -7% 0% 1%

24. COMMUNICATION
All methods of communication have dropped this wave, likely as people begin
spending more time with friends and family as lockdown eases
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% 25%
20% 19%
30%
29%
27% 31%
28%
22% 34%
40%
3%
3%
5%
5%2%
2%
3%
3%8%
18%
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 8
Change in communication since COVID-19
(Net using more Wave 8 vs. Wave 7)
Total 18-24 25-34 35-44 45-54 55-64 65+
Messaging -2% -5% -1% -3% -2% -4% 0%
Video Calls -2% -1% -4% -6% 1% -2% -4%
Social Media platforms -2% -5% -3% -4% 0% -6% 0%
Talking on the phone -4% 4% -6% -5% -1% -9% -4%

25. NEEDSTATES
‘Support bubbles’ mean couples living apart are able to visit each others' homes,
for the first time in three months. But what was Covid-19’s impact on our
relationships and love live?
_25
The latest study from YouGov showed that
while 45% of daters have stopped
searching for companionship completely
during the pandemic (the figure is lower
among 18-24 years olds), 20% of Brits are
spending more time on their dating apps.
Our sex lives have also been impacted
with one fifth of us having less sex since
the start of the lockdown (with 14%
answering ‘a lot less’).
Sales data suggests that shoppers stuck
at home were looking for new ways to
entertain themselves, with online sales of
sex dolls, sex toys and lingerie
skyrocketing during lockdown. Missguided
reported in May that its lingerie sales had
spiked 300% while Sex Doll Genie (a sex
doll retailer) saw a 51.6% increase in
orders from single men in February and
March, rising a further 33.2% in April. Sex
toy retailer Ricky began offering Lockdown
Bundles for consumers and encouraged
them to use the lockdown as an
opportunity to experiment.
However, for some couples spending so
much time together may have had a
negative effect on their relationship. To
solve this problem and prevent ‘coronavirus
divorces’, Japanese short-term rental firm
Kasoku began offering accommodation to
husbands and wives who are tired of
isolating at home with their spouse during
the coronavirus lockdown. With a business
model similar to Airbnb, it was also an
attempt to mitigate losses from lack of
tourism.

26. CONTENTAREAS
With football back on screens, consumption of sport content has
increased the most this wave, for all age groups
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 8
Change in consumption of areas of interest
(Net consuming more Wave 8 vs. Wave 7)
27%
15% 13% 12%
8% 6% 5% 4%
35%
26%
24% 21%
15%
8%
14%
7%
24%
47%
37% 44%
25%
25%
47%
24%
5% 4%
5%
7%
4%
13%
7%
12%
4% 2%
4%
8%
3%
19%
5%
39%
4% 6%
17%
8%
46%
29%
22%
15%
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+
Sport 5% 4% 3% 6% 7% 4% 4%
Gaming 1% 9% 3% 3% -7% 2% 0%
Food 1% 1% 4% 5% -4% -1% -2%
Science & Technology 0% -5% 4% 4% -4% -4% 2%
Home & Garden 0% 0% 5% 0% -6% -4% 2%
Travel -1% -6% 1% 2% 0% -1% -2%
Entertainment -2% -6% -3% 2% -3% -1% -1%
News -2% 1% -2% -7% -5% -3% 3%

27. NEEDSTATES
Escapism, comfort and information have become more important for 25-34s
and 65+s. Following a rise in the need for distraction last wave, there has
now been a drop in this need, particularly for 18-24s
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 8
Change in media needs
(Net more important Wave 8 vs. Wave 7)
30%
22%
18% 18% 16% 15% 12% 12%
36%
30%
30% 31% 32%
28%
27% 27%
29%
42%
39%
43% 44%
44% 49% 53%
3% 3%
7%
5% 4%
7% 6%
4%
2% 3% 6% 3% 4% 7% 5% 3%
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 1% -2% 5% 1% -2% -3% 4%
Comfort 0% -8% 3% 0% -2% 0% 3%
Information 0% -3% 7% -1% -7% -6% 7%
Connection 0% -1% -1% 4% 1% -10% 4%
For practical advice -1% -3% 5% 0% -6% -1% -1%
Inspiration -1% -5% -7% 3% -1% -4% 4%
Unwind -2% 0% 3% -8% -2% -5% 0%
Distraction -5% -14% -4% -4% -4% -6% 0%

28. Broader consumer
behaviour

29. ACTIVITIES
Cleaning is back on the up for those aged 25+ this wave. As 18-24s begin to return
to a more normal routine, they are doing less of all other activities, with the
exception of playing computer/video games
In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?
Change in activities
Wave 8
Change in activities since COVID-19
(Net using more Wave 8 vs. Wave 7)
19% 18% 16%
13% 10% 10% 9% 9%
33%
30%
31%
26%
27%
17% 19% 23%
40%
41% 43%
37% 38%
27%
36%
34%
4%
3%
8%
7% 6%
4%
13%
6%
2%
2%
2%
4% 5%
4%
8%
4%
2% 5%
1%
14% 13%
38%
14%
24%
Cleaning Cooking Relaxing Reading
books
DIY Playing
computer
/ video
games
Fitness Doing
puzzles,
board
games or
crafts
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+
Cleaning 2% -6% 8% 0% 2% 3% 2%
DIY 1% 0% 7% -4% 3% 0% 0%
Relaxing -1% -7% -7% 2% -1% -1% 3%
Fitness -2% -14% 3% -5% -2% 3% -2%
Playing computer /
video games
-3% 7% -1% -5% -10% -5% -1%
Reading books -3% -10% 1% -3% -8% -2% 2%
Doing puzzles, board
games or crafts
-3% -8% -1% -3% -5% -5% 0%
Cooking -4% -13% 1% -4% -7% -6% -1%

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 and taking up new hobbies are still dominating peoples leisure time.
Again, 18-34’s see decreases in nearly all activities this wave – with the easing of
lockdown allowing them to return to pre-covid19 behaviour
New hobbies / activities undertaken
Wave 8
Change in New hobbies / activities (Net already started
/ definitely intend to more Wave 8 vs. Wave 7)
21%
14%
10% 10% 8% 6% 5% 4%
17%
11%
11%
9%
8%
8% 6%
5%
32%
29%
27%
23%
20% 21%
16%
14%
13%
22%
23%
27%
22%
17%
23%
21%
12%
21%
26% 29%
40%
43% 46%
53%
5% 3% 3% 2% 2% 4% 3% 3%
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
Take part in
training through
my existing
workplace
Learn a new
language2
Sign up for a
longer
educational
course e.g.
undergraduate,
postgraduate or
MBA
I was doing this
before COVID-
19
I definitely won’t
do this
I probably won’t
do this
I might do this
I definitely
intend to do this
I’ve already
started doing
this
Total 18-24 25-34 35-44 45-54 55-64 65+
Take a short educational course 0% -2% 2% -3% 0% 2% -2%
Learn a new skill (e.g. arts, crafts, musical
instrument)
-1% 5% 0% 2% -1% -5% -4%
Sign up for a longer educational course e.g.
undergraduate, postgraduate or MBA
-1% -2% -1% -1% -4% 2% -1%
Learn a new language -1% -3% 2% 3% -4% -3% -3%
Take part in training through my existing
workplace
-1% -7% 4% -1% -4% -2% 0%
Learn a new hobby e.g. gardening, cooking,
knitting
-2% -10% -3% -4% -1% 1% 0%
Take up a new form of fitness -3% -11% -2% -6% -1% -4% 1%
Read more -4% -5% 0% -6% -10% -3% -1%

31. LEISURESPENDING
These wave sees an increase for all age groups in those buying limited passes for
subscription services – people might want to try something new or access new
releases on different platforms without full commitment
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 8
7% 6% 5% 4% 3% 3% 2% 2%
16% 15%
14%
10% 9%
6% 4% 6%
24%
45%
27%
21% 22%
14%
12% 11%
12%
4%
5%
5% 5%
4%
7%
4%
20%
3%
5%
6% 4%
4%
14%
3%
21%
26%
44%
54% 56%
70%
61%
75%
Takeaway / food
for delivery
Entertainment
subscription
services e.g.
Netflix
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
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
Change in leisure spending
(Net spending more Wave 8 vs. Wave 7)
Total 18-24 25-34 35-44 45-54 55-64 65+
Limited passes for subscription service e.g. Now
TV Entertainment / Cinema pass
4% 6% 6% 5% 3% 1% 2%
Digital purchases of films e.g. Sky store, Amazon
Prime
2% 0% 4% -1% 0% 3% 2%
Takeaway / food for delivery 1% 2% -3% 2% 2% 2% 1%
Entertainment subscription services e.g. Netflix 1% 1% 7% 0% -3% 0% 0%
Online dating apps / websites 0% -1% 1% -2% 1% 1% 0%
Education / self-improvement / learning new skills 0% -5% 2% 1% 1% 0% 0%
Gym / fitness club memberships 0% -3% -1% -1% 0% 1% 1%
Virtual / online gym / fitness classes -1% -5% -2% -4% 0% 0% 1%

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?
People are still delaying booking holidays (although slightly less so than last wave),
with new quarantine rules potentially still a barrier here. Investing in further education
and buying/selling a property see positive movement this wave
Change in big purchase intentions
Wave 8
Change in big purchase intentions
(Net Definitely / Probably will delay Wave 8 vs. Wave 7)
36%
14%
10% 9% 9% 6% 6% 5%
19%
14% 19% 17%
11%
11% 12% 11%
10%
10%
24%
14%
8%
19% 18%
9%
8%
5%
16%
7%
5%
18% 15%
7%
26%
58%
31%
52%
68%
47% 50%
67%
Booking a
holiday
Buying a car Making home
improvements
Buying a new
mobile phone
handset
Buying or
selling a
property (house
or flat)
Taking out a
new insurance
policy /
switching
provider
Switching utility
providers (gas/
electric,
internet, mobile
phone etc.)
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+
Investing in Further Education (Undergraduate
degree, Master, other formal qualification)
1% -3% 3% -3% 1% 4% 2%
Buying a car 0% -11% 2% 3% 0% 2% 2%
Buying or selling a property (house or flat) 0% 3% 1% -2% -3% 2% 1%
Buying a new mobile phone handset 0% 3% -2% 3% -1% 0% -1%
Taking out a new insurance policy / switching
provider
0% -5% -2% 0% 0% -2% 3%
Booking a holiday -3% -5% -5% -3% 2% 2% -6%
Switching utility providers (gas/ electric, internet,
mobile phone etc.)
-3% 2% -6% -5% -3% -7% 1%
Making home improvements -4% -6% -8% -8% -4% -6% 4%

33. SHOPPING
People are still spending more online than pre COVID-19, although overall online
spending is down for all age groups bar 55+ compared to the previous wave
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?
Change in shopping habits
Wave 8
Change in shopping habits
(Net spending more Wave 8 vs. Wave 7)
16%
2%
29%
8%
34%
28%
8%
16%
5%
44%
8%
3%
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
Total 18-24 25-34 35-44 45-54 55-64 65+
Online shopping 0% -1% -2% -2% -1% 0% 2%
In-store shopping -1% -5% 0% -2% 2% -5% 0%

34. BRICKS&MORTARSHOPPING
Food and drink remains the main driver of spend in-store; with 45-54’s spending
more than before. 35-44’s are spending less in-store this wave vs. the previous wave
in all 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 8
Change in in-store shopping habits
(Net spending more Wave 8 vs. Wave 7)
9%
3% 2% 2% 2% 2% 2% 2%
24%
7% 9% 9% 7% 6% 6% 5%
38%
37%
37% 39%
46%
32%
42%
30%
13%
9%
11% 10%
13%
15%
10%
6%
15%
24%
25%
32%
24%
41% 30%
14%
1%
20%
16%
8% 8%
4%
10%
42%
Food and drink Leisure Goods
(DVDs, film, TV
series, music)
Leisure Goods
(Books, board
games and
stationery)
Homewares and
furniture
Health and
beauty
Clothing,
accessories and
footwear (incl.
Sportswear)
Electrical
products
(including
mobiles, tablets,
photography
equipment, TV
and audio
goods, etc)
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
Total 18-24 25-34 35-44 45-54 55-64 65+
Homewares and furniture 1% -4% -2% -2% 5% 4% 1%
Electrical products (including mobiles, tablets,
photography equipment, TV and audio goods, etc)
0% 0% -2% -4% 0% 3% 1%
Food and drink 0% -6% -4% 0% 7% -7% 3%
Leisure Goods (Books, board games and stationery) -1% 1% 5% -6% 0% -3% -1%
Leisure Goods (DVDs, film, TV series, music) -1% -5% 2% -2% -1% -1% 0%
Clothing, accessories and footwear (incl. Sportswear) -1% 1% -3% -4% 2% -2% 0%
Computer / video games -1% 0% 0% -6% -1% 1% 0%
Health and beauty -1% -2% -1% -3% 0% -1% -1%

35. E.COMMERCE
Food & drink also remains top for online spend; with increases in all age groups.
Perhaps eager to return to physical stores in the near future, 18-24s are spending less
on leisure goods & clothing online, whilst 45-54’s are increasing their spend in all areas
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 8
Change in online shopping habits
(Net spending more Wave 8 vs. Wave 7)
15%
6% 6% 5% 4% 4% 4% 4%
20%
21% 18%
10%
15% 15% 14% 14%
32%
38% 43%
35%
45% 45%
50%
45%
5% 9% 7%
4%
7% 9%
8%
8%
5%
15%
8%
7%
11%
13%
13%
9%
22%
11%
17%
39%
18% 15% 12%
20%
Food and
drink
Clothing,
accessories
and footwear
(incl.
Sportswear)
Health and
beauty
Computer /
Video Games
Leisure
Goods
(books, board
games and
stationery)
Homewares
and furniture
Electrical
products
(including
mobiles,
tablets,
photography
equipment,
TV and audio
goods, etc)
Leisure
Goods
(DVDs, film,
TV series,
music)
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+
Health and beauty 4% -2% 7% 2% 9% 2% 3%
Clothing, accessories and footwear (incl.
Sportswear)
4% -11% 6% 3% 10% 4% 5%
Homewares and furniture 4% 1% 7% -2% 10% 1% 4%
Food and drink 4% 7% 3% 1% 7% 1% 3%
Electrical products (including mobiles, tablets,
photography equipment, TV and audio goods, etc)
2% -1% 3% -2% 1% 3% 6%
Computer / Video Games 2% 3% 6% -4% 1% 2% 0%
Leisure Goods (DVDs, film, TV series, music) 0% -7% 3% -4% 0% 2% 1%
Leisure Goods (books, board games and
stationery)
-1% -10% -4% 2% 1% 1% 0%

36. 36
In summary
Media consumption across many channels has seen
a further decline, as the government have continued to
relax the lockdown rules and people are gradually
returning to a semblance of their normal routine.
Relaxation of Covid restrictions has impacted mood
and behaviour. Anxiety has dropped to its lowest level
since pre-lockdown and fewer intend to avoid public
places going forward.
Younger people are particularly welcoming the return
to normality, with a significant decrease in their need
for distraction and a drop in participation in new
hobbies / activities this wave.

37. Thank you