This report summarizes findings from wave 4 of a research study examining changes in UK citizens' behaviors and media consumption due to the COVID-19 pandemic. Some key findings include: - Feelings of anxiety are declining slightly while isolation/loneliness is decreasing more significantly, though it remains an issue for younger people. - Patterns of work and socializing have largely stabilized, though there are small decreases in self-isolation and avoidance of certain places. - Media consumption overall is stable after initial surges, with minor decreases in live TV viewing. Social media and gaming usage remain flat. - Younger audiences are starting to use less live TV and podcasts, while increasing video streaming, on-demand viewing,

1. Covid–19
Media Behaviours Report
30th April 2020
Wave 4

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 third
wave of results. Fieldwork was carried out over a 24 hour period
from 13-14 April. The sample size is 1,498 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
_3

4. • While peoples behaviour has stabilised over the course of previous waves of this research, in this
latest wave we are seeing small declines in people choosing to self isolate and small reductions
in the places people are planning to avoid, likely in anticipation of the government relaxing lock
down measures.
• While anxiety is the predominant mental state, we are seeing it start to decline as people become
accustomed to this new way of living.
• Isolation and loneliness has come down from previous waves, although it remains a significant
concern for 18-24s.
• Media consumption continues to stabilise after the initial surge in the first weeks of lock down.
Although younger audiences are starting to use less live TV after their surge in usage.
• Use of social platforms remains fairly stable, and we are seeing small increases in use of
Linkedin, reflecting the changing status of peoples employment the longer the situation
continues.
• Neftlix and Amazon continue to see increases in usage particularly against 18-24s and the over
65s.
• Cleaning and cooking remain the top two things people are doing more of, however DIY sees a
further rise this wave vs last wave as people continue to get round to doing all the house related
jobs they’ve been putting off.
• 18-24s are spending more online in clothing and health and beauty, possibly a mixture of
boredom with the current state of living and hope of rules being relaxed in the near future.
EXECUTIVESUMMARY
Executive
summary

5. CONSUMERMINDSET
_5
While anxiety is the predominant mental state, it is slightly declining. We also
see that feelings of isolation/loneliness have peaked and are now reducing,
although this is a much bigger issue for younger people
Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 4 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%
38%
35%
17%
15%
13%
11%
10%
10%
3%
Well informed Anxious Overwhelmed Isolated /
lonely
Unsafe Confused More
connected to
my community
Reassured Other
Wave 1
Wave 2
Wave 3
Wave 4
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% 35% 39% 36% 40% 25%
Isolated / lonely 32% 17% 13% 12% 13% 8%
Overwhelmed 26% 20% 22% 17% 12% 9%
Well informed 26% 29% 34% 40% 43% 48%
Unsafe 21% 10% 16% 10% 14% 11%
Confused 19% 16% 13% 7% 11% 7%
More connected to
my community
11% 8% 9% 9% 12% 12%
Reassured 6% 10% 11% 7% 10% 12%
Other 1% 2% 1% 3% 3% 4%

6. LIFESTYLE
_6
Working and social patterns remain largely unchanged this wave, although we are
seeing significant decreases in those choosing to or being advised to self isolate
Change in working situation – TOTAL Change in working situation, wave 4 – BY AGE
Change in personal / social situation – TOTAL Change in personal / social situation, wave 4 – BY AGE
48%
8%
14%
18%
10%
3%
30%
21%
25%
15%
8%
2%
32%
23%
22%
15%
9%
2%
34%
21%
23%
12%
9%
1%
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 Wave 4
53%
19%
15%
23%
60%
38%
22%
2%
65%
32%
20%
2%
66%
28%
17%
4%
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
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 29% 31% 32% 26% 18% 7%
Stopped working
altogether
25% 22% 22% 27% 21% 12%
No change 20% 21% 20% 23% 42% 64%
WFH more often 18% 17% 18% 13% 10% 2%
Working reduced hours
13% 12% 12% 14% 5% 2%
Working shifted hours 2% 4% 3% 0% 0% 0%
18-24 25-34 35-44 45-54 55-64 65+
I’m taking part in social distancing and seeing
less people
65% 65% 68% 77% 66% 58%
I’ve chosen to self-isolate 35% 34% 22% 19% 28% 33%
I’ve been advised / forced to self-isolate 17% 13% 16% 12% 14% 25%
I've not changed my behaviour at all 5% 5% 5% 4% 4% 4%

7. LIFESTYLE
_7
As the lockdown continues, there is a drop in those who are avoiding certain places
/ events showing people are becoming less compliant, older audiences are more
likely to observe the government guidelines
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 4
– 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%
78%
75%
73%
74%
69%
71%
49%
50%
Restaurants,
pubs & bars
Cinemas Public
transport
International
travel
Shopping
centres
Sports events Shops in
general
The
workplace
Wave 1
Wave 2
Wave 3
Wave 4
18-24 25-34 35-44 45-54 55-64 65+
Cinemas
67% 62% 71% 82% 81% 84%
Restaurants, pubs & bars
66% 69% 71% 82% 85% 88%
Shopping centres
66% 58% 63% 71% 76% 78%
Sports events
62% 61% 64% 75% 79% 80%
Public transport
60% 65% 69% 78% 78% 82%
International travel
59% 62% 69% 81% 83% 85%
The workplace
47% 44% 46% 53% 49% 56%
Shops in general
45% 43% 51% 46% 43% 59%

8. Media behaviour
changes

9. CHANNELCHANGES
_9
While still elevated compared to the time before COVID-19, media consumption
remains stable or decreases slightly further this wave. With the extension of
lockdown conditions, it seems people are adjusting to their new normal
Change in media channel usage, Wave 4
31% 29% 28% 27%
14% 14% 12% 12% 11%
7% 6%
3% 3%
27% 31% 32% 31%
21% 20% 22% 20% 18%
16%
12%
3% 4%
19%
26%
30%
28%
32%
24%
35%
27%
21% 35%
22%
5%
15%
2%
3%
4%
2%
6%
3%
10%
5%
3%
5%
4%
2%
6%
1%
2%
2%
2%
7%
3%
9%
2%
3%
6%
3%
57%
35%
20%
10%
5%
9%
21%
35%
12%
34%
44%
31%
54%
29%
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)
Listening to the
Radio
Music
streaming (e.g.
Spotify,
Deezer)
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)
-1% 0% -3% -2% 0% -1% -1% -2% 0% -1% -2% 0% 0%
NET doing less of
(w3 VS. w2)
0% 1% 1% 1% -1% 0% 2% 1% 1% 1% 1% -1% 0%
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?

10. CHANNELCHANGES
_10
Most channels see minor decreases wave on wave, most notably live TV. Social
media and gaming remain flat, suggesting people are continuing to seek out light
entertainment and connection. Consumption of newspapers also remains stable.
Change in media channel usage, Wave 4 Change Wave 4 vs. Wave 3
NET DOING
MORE OF
NET DOING
LESS OF
Visiting Social Media websites 60% 4%
Watching live TV (on TV set or other device) 59% 6%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 58% 4%
Video streaming (e.g. Netflix, Amazon Prime) 58% 3%
Reading Newspapers (either physical copy or online) 35% 13%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 34% 6%
Listening to the Radio 34% 19%
Music streaming (e.g. Spotify, Deezer) 31% 7%
PC & Console gaming. 29% 6%
Reading Magazines (either physical copy or online) 23% 11%
Listening to podcasts 18% 6%
Posters on street or on public transport 6% 42%
Visiting the Cinema 6% 59%
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
0% 1%
-3% 1%
-2% 1%
-1% 0%
0% -1%
-1% 0%
-1% 2%
-2% 1%
0% 1%
-1% 1%
-2% 1%
0% 0%
0% -1%

11. CHANNELCHANGES
_11
18-24s show minor increases in video streaming, VOD and music streaming,
but significant decreases in consumption of live TV and podcasts. After some
increases last wave, 25-34s show decreased consumption of many channels
Change in media channel usage wave 4, by age Change in use of media
(Net doing more Wave 4 vs. Wave 3)
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) 87% 74% 71% 60% 46% 29%
Visiting Social Media websites 83% 71% 71% 58% 54% 38%
Watching video on demand (e.g. iPlayer, Now TV,
YouTube)
80% 67% 67% 58% 55% 37%
Music streaming (e.g. Spotify, Deezer) 66% 50% 39% 26% 16% 9%
Watching live TV (on TV set or other device) 59% 57% 64% 58% 68% 53%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 55% 48% 42% 37% 27% 9%
PC & Console gaming. 53% 47% 34% 27% 19% 8%
Reading Newspapers (either physical copy or online) 38% 38% 38% 36% 34% 28%
Listening to the Radio 33% 37% 41% 33% 37% 26%
Reading Magazines (either physical copy or online) 31% 30% 31% 22% 19% 14%
Listening to podcasts 22% 33% 25% 19% 14% 3%
Visiting the Cinema 16% 11% 7% 4% 3% 1%
Posters on street or on public transport 9% 13% 11% 4% 4% 1%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
-1% 1% -7% -3% 2% -4% 1%
0% 0% -7% 0% -3% 3% 4%
-2% 2% -13% -7% -1% 5% 0%
-2% 1% -1% -3% -2% -5% -1%
-3% -8% -11% -1% -2% 3% -1%
-1% -2% -5% -4% 0% 9% -2%
0% -2% -3% 0% 3% 4% 0%
0% -3% 0% 2% 3% -3% 0%
-1% -4% 0% 3% -4% 3% -2%
-1% -4% -1% 2% 2% -3% -2%
-2% -20% 1% -1% 3% -2% -2%
0% 2% -3% -3% 1% 1% 0%
0% -6% 0% 2% 1% 1% -1%

12. SOCIALMEDIA
All social platforms have made gains in usage since COVID-19, although growth
is now continuing to plateau. Interestingly, LinkedIn is showing the greatest
gains this wave, a likely result of employment being impacted so heavily
_12
Change in use of Social Media Platforms, Wave 4
Change in use of Social Media Platforms
(Net using more Wave 4 Vs. Wave 3)
27% 27%
15%
9% 8% 7%
4% 3%
26% 24%
16%
13%
9% 8%
8%
4%
26%
22%
19%
22%
13%
8%
19%
9%
3%
3%
3%
3%
2%
2%
5%
2%
2%
2%
2%
3%
2%
1%
4%
2%
16%
23%
45%
50%
65%
74%
59%
80%
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+
LinkedIn 2% 2% 1% 1% 2% 5% 1%
Facebook 2% 5% -3% 3% -5% 3% 7%
TikTok 0% 2% 2% 0% -2% 1% -1%
Twitch 0% -6% 0% 0% 1% 4% 1%
WhatsApp -1% 3% -7% 1% 1% 2% -3%
Snapchat -1% -5% -3% 3% -2% 0% -1%
Instagram -1% 4% -6% 4% -3% -4% -1%
Twitter -3% -4% 1% -5% -9% -1% 1%

13. SOCIALMEDIA
In order to fight the ‘infodemic’ (term coined by The WHO describing the
epidemy of COVID-19-related fake news) technology companies continue to
introduce further reaching features
_13
As mentioned in the previous report,
WhatsApp rolled out a new feature to limit
forwards to only one contact at a time. In
just two weeks since the announcement,
WhatsApp saw a 70% reduction in the
number of highly forwarded messages. As
the messages are encrypted, it’s
impossible to know whether messages
stopped from being forwarded consisted of
fake news although, with WhatsApp’s
dubious track record, it’s seen as positive
sign.
With spikes in misinformation and scams,
platforms have been looking into way to
increase transparency. Facebook and
Instagram have launched a new feature
which will automatically add prominent
labels to posts from accounts that are
popular within the United States but are
run from another country. Google, on the
other hand, will require all advertisers to
confirm their legal identity. Both of this
initiatives will be enforced in US first with
broader roll-put happening over next few
years.
While it’s clear a lot is been done in the area
of fighting fake news and tech platforms
should be commended however the recent
investigation of non-profit organisation
Markup into Facebook’s ‘pseudoscience’ ad
targeting shows how much is left to do.
While the targeting category – containing 78
million people! - has been since removed,
Facebook is facing a backlash and its
efforts to prevent spread of fake news has
been put into question.

14. AUDIOPLATFORMS
Usage of audio platforms continues to level out this wave, although there are
notable differences by demographics. While 18-34s are listening to many channels
less this wave, the opposite is true of 45-54s and 65+
_14
Change in use of Audio Channels, Wave 4
Change in use of Audio Channels
(Net using more Wave 4 VS. Wave 3)
How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19?
11%
6% 5% 5% 5% 4% 4% 3%
13%
13%
9% 10%
6% 5% 7% 5%
17% 27%
22%
16%
18%
12%
16%
11%
4%
6%
6%
3% 6%
3%
5%
3%
4%
6%
7%
3%
5%
3%
4%
3%
51%
42%
51%
63% 60%
73%
65%
75%
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+
LBC 0% 1% -2% 0% 1% 1% 1%
Heart Radio 0% -1% 5% -2% 3% -2% -1%
Absolute Radio -1% 0% -6% 0% 2% 0% 0%
Apple Music -1% -3% -3% -1% -2% 0% 0%
Amazon Music -2% -9% -1% -1% -2% -3% 1%
Spotify -2% -2% -5% -2% 2% -5% -1%
Capital Radio -2% -9% -4% -7% 0% 1% 0%
BBC Sounds /
BBC Radio
-3% -9% -6% -4% 2% -7% 0%

15. AUDIOPLATFORMS
Audio is becoming multi-dimensional as music platforms and artists look for
new ways to engage people
_15
Travis Scott’s in-game Fortnite concert
attracted over 12.3 million players logging
in at once to experience it. It’s an increase
of almost 1.5 million players compared to
last year’s Marshmello’s concert. In a world
without live concerts, Fortnite has yet again
proved itself an interesting location to host
shared experiences beyond pure gaming!
Augmented reality can also offer
musicians a chance to connect with their
audiences under current circumstances.
Real Estate launched the world’s first live,
AR concert experience called
‘Quarantour’. Created in WebAR (hence
not requiring any apps other than one’s
browser) it allows fans to place a three-
dimensional concert stage on the surface
of their choosing.
With the outbreak leading to spikes in
feelings of stress and anxiety, more and
more brands and tech platforms shift their
focus to mental health. Spotify is hoping it
can help us feel more relaxed by launching
the Daily Wellness - a mix of music and
podcasts geared towards self-care and
wellness.

16. NEWSBRANDS
Consumption of newsbrands remains fairly stable at a total level this wave.
However, 18-34s are generally consuming less news brands this wave, while
45-64s are consuming more, especially broadsheet content
_16
Change in use of newspaper brands, Wave 4
Change in use of newspaper brands
(Net using more Wave 4 Vs. Wave 3)
How would you describe your use of the following newspaper brands, compared to the time before COVID-19?
6% 5% 4% 3% 3% 3% 3% 3%
10%
7% 10%
6% 7% 5% 7%
4%
22%
18% 17%
16% 17%
14%
18%
15%
6%
4% 4%
4% 4%
7%
4%
3%
5%
6% 4%
6% 6%
16%
5%
3%
50%
60% 61%
64% 64%
54%
63%
71%
The Daily
Mail
The Sun The
Guardian
The
Telegraph
The Mirror Metro The Times 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 Times 1% -9% 3% 0% 4% 3% 1%
The Sun 1% -2% -1% 2% 3% 3% -1%
The Guardian 0% -5% -3% 0% 6% 2% 0%
Metro 0% -6% 0% 0% 0% 2% 1%
The Telegraph 0% 0% -3% -4% 3% 0% 1%
The Daily Mail -1% -1% -4% 3% 2% -3% -3%
The Mirror -1% -2% -6% -3% 1% 2% 1%
Huffington Post -1% -1% -2% -3% 1% -1% -1%

17. TVCHANNELS
While we are still watching considerably more TV than before the lock down,
consumption of these key channels is dropping wave-on-wave, particularly for
the 18-34s
How would you describe your use of the following TV channels, compared to the time before COVID-19?
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%
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 4
Change in use of TV Channels
(Net using more Wave 4 VS. Wave 3)
Total 18-24 25-34 35-44 45-54 55-64 65+
Channel 4 -1% -8% -7% 4% 3% -3% 2%
Channel 5 -1% -7% -1% -2% 1% -2% 2%
BBC (other
channels)
-2% -3% -7% 5% -3% -3% 0%
ITV -3% -10% -5% -2% 2% 1% -3%
Sky (other channels) -3% -9% -4% -6% 0% -1% 1%
BBC News -3% -4% -7% 4% -4% -4% -2%
Sky News -5% -12% -7% -4% -3% -7% -2%

18. VOD&STREAMING
We continue to watch more Netflix and YouTube vs. pre-COVID, but usage of VOD
& streaming platforms is slowly dropping, largely driven by 18-24s – only Netflix
sees wave-on-wave growth for this key age group
How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19?
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 4
Change in use of video on demand & streaming platforms
(Net using more Wave 4 VS. Wave 3)
Total 18-24 25-34 35-44 45-54 55-64 65+
Amazon Prime Video 1% -3% -1% -1% 5% -2% 3%
All 4 0% -5% -3% 3% 4% 0% 0%
Apple + -1% -5% -3% 1% 2% 0% 0%
Netflix -1% 4% -9% 0% 1% -6% 5%
My5 -1% -3% -2% -4% -1% 0% 0%
BBC iPlayer -1% -9% -6% -3% 1% 2% 2%
ITV Hub -2% -7% -6% 2% -1% 1% -1%
YouTube -4% -8% -12% -4% -2% -4% 1%

19. VOD&STREAMING
Netflix is winning the battle however the streaming wars are far from over!
_19
Arguably Netflix is one of the biggest
winners of last couple of months! Not only
it reported growing its subscribers base by
16m in Q1 2020 (compared to planned
7m!) but also on 16th of April hit a major
milestone - for the first time ever Netflix's
share price had risen by just enough to
make it more valuable than Disney. The
fact that Disney was worth roughly 2x as
much as Netflix just 3 months ago makes it
even more impressive. Although Disney
can also celebrate attracting over 50m
subscribers to its Disney+ platform.
YouTube’s Originals division is working on
a slate of COVID-19-related shows which
will range from educational content to
dance performances and a social media
mystery series. YouTube is eager to build
on the success of it’s #withme initiative
build around videos showing people
performing everyday tasks or taking on
crafts and activities that can be done at
home.
Tribeca Enterprises (responsible for
organising annual Tribeca Film Festival)
and YouTube have teamed up for a virtual
festival called We Are One: A Global Film
Festival. It will take place between 29th of
May and 7th of June and showcase
features, shorts, documentaries, music,
comedy and interviews from festivals
around the world (including the BFI London
Film Festival).

20. Role of media
and content

21. NEWSSOURCES
The primary source of COVID-19 news has now stabilised, with TV continuing
to lead and no significant changes wave-on-wave
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
Primary / preferred source of news re: COVID-19
Wave 4
Primary / preferred source of news re:
COVID-19 Net gains Wave 4 vs. Wave 3
18-24 25-34 35-44 45-54 55-64 65+
TV 34% 40% 53% 64% 68% 73%
News websites 28% 26% 26% 21% 15% 14%
Social media platforms 12% 16% 8% 4% 4% 1%
Friends & Family 6% 5% 5% 3% 1% 1%
Radio 6% 5% 2% 4% 6% 3%
Newspapers 5% 3% 2% 1% 4% 7%
Podcasts 3% 2% 2% 1% 1% 0%
Magazines 2% 3% 3% 0% 0% 0%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Friends & Family 2% 4% -2% 2% 1% 0% 0%
Social media
platforms
1% -6% 6% 0% 0% 3% 0%
Magazines 0% -1% 2% 1% 0% -1% 0%
Podcasts 0% 1% -1% -1% 1% 0% -1%
News websites 0% 4% -1% -3% 0% -3% 1%
Newspapers 0% 1% -1% -1% 1% 1% 1%
TV -1% -6% -3% 5% -2% 1% 0%
Radio -1% -1% 0% 0% -1% -1% -2%

22. TRUSTWORTHYSOURCES
Which of the following do you trust for factually correct information about COVID-19?
After a slight improvement last wave, trust in Twitter has dropped significantly,
driven by a decline for 18-24s; BBC continues to be the most trustworthy
source of COVID-19 information
Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19
Wave 4
Trustworthy sources of information re: COVID-19
Net gains Wave 4 vs. Wave 3
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
Wave 4
Significantly higher/lower than previous wave
18-24 25-34 35-44 45-54 55-64 65+
BBC 64% 53% 63% 70% 70% 72%
SKY News 29% 33% 32% 32% 31% 21%
The Guardian 14% 19% 15% 12% 13% 8%
Friends & Family 12% 12% 11% 11% 4% 9%
Daily Mail 11% 10% 11% 7% 10% 12%
Facebook 11% 13% 12% 6% 2% 1%
Twitter 5% 8% 6% 3% 2% 1%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
The BBC -2% 4% -4% 1% -3% -4% -4%
SKY News -1% 2% 4% -8% -4% 3% -2%
The Guardian 1% -5% 3% -2% 2% 2% 1%
Daily Mail -1% -3% -3% -1% 0% -2% -1%
Friends & Family 0% -2% 0% 3% 2% -3% 0%
Facebook -1% 0% -3% -1% 0% 0% 0%
Twitter -2% -8% 1% -3% -4% 1% 0%

23. COMMUNICATION
People are continuing to use more communication platforms vs. before COVID-19,
but there is a slight decline in all of them wave-on-wave, mainly driven by 25-34s
whose usage has dropped dramatically
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?
31%
27% 25% 22%
31%
28% 28% 36%
25%
21%
30%
33%
2%
3%
3%
3%
2%
2%
1%
3%9%
19%
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 4
Change in communication since COVID-19
(Net using more Wave 4 vs. Wave 3)
Total 18-24 25-34 35-44 45-54 55-64 65+
Video Calls -1% 5% -8% 3% 2% -2% -1%
Social Media
platforms
-1% -1% -9% -1% -1% 2% 3%
Messaging -2% -1% -12% -4% 1% 1% 1%
Talking on the phone -3% 1% -7% -3% 3% -11% -2%

24. COMMUNICATION
With video calls remaining the main way of staying connected with the outside
world, no wonder competition in the space is heating up! However are never-
ending video chats good for us?
_24
Facebook wants more of the video calling
market, and has introduced a new tool
called Messenger Rooms. The new feature
allows up to 50 people to be in a group
video call together with no time limit.
Interestingly people will be able to join the
chat without a Facebook account which
feels like a U-turn as just 3 months ago
Facebook quietly removed the ability to
sign up for Messenger without a Facebook
account.
There is no denying Zoom had few tough
weeks but company hopes its newest
update – Zoom 5.0 – will silence some of
the critics. New version of the app includes
improved encryption (Zoom had previously
claimed that it used end-to-end encryption,
even though this was not true) and new
privacy controls.
While video conferencing apps are helping
us stay employed and connected, ‘zoom
fatigue’ is on the rise. As we increasingly
use video chats for work but also family
catch-ups, happy hours, fitness classes and
lost go on, many of us say the constant
screen time is causing them to be even
more tired than normal.

25. CONTENTAREAS
Consumption of gaming content has dropped wave-on-wave, driven by
younger ages, potentially those who haven’t sustained a new interest in
gaming during lockdown
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 4
Change in consumption of areas of interest
(Net consuming more Wave 4 vs. Wave 3)
34%
14% 13% 12% 9%
5% 4% 3%
34%
28%
23% 23%
14%
6%
17%
7%
23%
45%
42%
37%
27%
20%
45%
23%
3%
4%
6%
4%
4%
10%
5%
8%
3%
2%
7%
5%
5% 31%
5%
44%
3%
6% 9%
19%
42%
30%
23%
16% 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+
Food 2% 0% -3% 8% 6% -1% 1%
Home & Garden 1% 6% 0% 7% -4% -2% 0%
Sport 0% -2% -2% 4% 1% 0% 0%
Science &
Technoloy
0% 2% -3% 3% -1% -1% 1%
Travel -1% -1% -2% -1% 2% 0% -3%
Entertainment -2% 1% -7% 0% 5% -6% -2%
News -3% 0% -4% 0% -5% -4% -5%
Gaming -3% -11% -9% -7% 3% 0% 0%

26. NEEDSTATES
We continue to see a drop in needs, especially connection & information, potentially
as people are now fully settled into their lockdown routine
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 4
Change in media needs
(Net more important Wave 4 vs. Wave 3)
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%
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+
For practical advice 0% -2% 3% 9% 2% -9% -5%
Escapism -1% 8% -4% 0% 0% -6% 0%
Inspiration -1% -2% -9% 9% 0% -8% 3%
Unwind -2% 8% -9% 1% -3% -3% -1%
Distraction -2% 0% -3% -1% -1% -1% -5%
Comfort -3% -4% -5% 2% -6% 0% -4%
Information -4% 2% -5% -3% -6% -4% -7%
Connection -5% -4% -7% 2% -8% -8% -3%

27. Broader consumer
behaviour

28. ACTIVITIES
Participation in cooking, fitness and DIY are all continuing to grow wave on wave,
particularly amongst 18-24s and 65+
In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?
Change in activities
Wave 4
Change in activities since COVID-19
(Net using more Wave 4 vs. Wave 3)
21% 20% 19%
14% 12% 12% 11% 10%
37%
31% 31%
25%
24% 26%
19% 21%
36%
40% 40%
39%
37% 37%
28%
36%
4%
4% 6%
6%
5%
6%
4%
13%
1%
1% 2%
3%
3%
5%
3%
9%
2% 3% 1%
13%
19%
14%
34%
11%
Cleaning Cooking Relaxing 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+
DIY 2% 6% -2% 2% 0% 0% 5%
Cleaning 1% 1% -1% 0% -1% 0% 7%
Fitness 0% 8% -6% -4% 1% -2% 5%
Cooking 0% 3% -3% -7% 4% 3% 1%
Doing puzzles, board games
or crafts
-1% 7% -9% -2% 1% 0% -1%
Relaxing -2% 5% -7% -1% -7% -2% 0%
Playing computer / video
games
-2% -6% -12% -4% 3% 8% -2%
Reading books -4% -1% -14% -2% 4% -5% -2%

29. 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, learning new hobbies and taking up fitness continue to be the top new
activities. 18-24s continue to sign up for educational courses, while 45-54s are
reading more, taking up new forms of fitness and learning new hobbies
New hobbies / activities undertaken
Wave 4
Change in New hobbies / activities (Net already started
/ definitely intend to more Wave 4 vs. Wave 3)
22%
12% 12% 8% 7% 6% 5% 4%
19%
12% 11%
10%
8% 7% 7%
5%
32%
33%
28%
29%
23%
20% 19%
15%
13%
21%
22% 27%
23%
20% 24%
22%
9%
19%
24% 24%
37%
44%
43%
51%
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
language
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
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Learn a new hobby e.g.
gardening, cooking, knitting 1% 0% -1% 3% 6% -1% 1%
Take part in training through my
existing workplace 1% 0% -2% 5% 1% 2% 0%
Take a short educational course 1% 8% -4% -1% 1% 3% -1%
Learn a new skill (e.g. arts,
crafts, musical instrument) 0% 3% -4% 2% 3% -3% 1%
Take up a new form of fitness 0% -3% 0% -3% 7% -5% 2%
Read more 0% -2% -3% 2% 6% -5% 0%
Sign up for a longer educational
course e.g. undergraduate,
postgraduate or MBA
-1% -10% -2% -2% 2% 0% 0%
Learn a new language -2% -8% -3% -7% -3% 0% 3%

30. LEISURESPENDING
Spending on entertainment and digital purchases leads the way vs. pre COVID-19,
with 18-24s actively buying more takeaways in the last fortnight. An increase in gym /
fitness club memberships is driven by under 45s – likely to be online 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 4
7% 4% 4% 4% 4% 3% 3% 3%
15%
12% 12%
7% 8% 7%
5% 5%
43%
23% 25%
21% 20%
11%
12% 10%
4%
13% 6%
6% 5%
4%
5%
3%
3%
28%
6%
8% 6%
4%
16%
4%
28%
20%
46%
54% 57%
70%
60%
75%
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
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 4 vs. Wave 3)
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Gym / fitness club
memberships
2% 4% 3% 4% 0% 1% 0%
Entertainment subscription
services e.g. Netflix
0% 4% -7% 0% 4% -1% 2%
Education / self-improvement /
learning new skills
0% 0% -3% 0% -3% 3% 1%
Online dating apps / websites 0% -1% 0% -1% 1% -1% 0%
Virtual / online gym / fitness
classes
0% -3% -1% 2% 0% -2% 1%
Digital purchases of films e.g.
Sky store, Amazon Prime
-2% -4% -8% -2% 0% 2% 1%
Takeaway / food for delivery -2% 3% -7% -7% -1% 2% 1%
Limited passes for subscription
service e.g. Now TV
Entertainment / Cinema pass
-2% -3% -7% -6% 1% 1% 0%

31. 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?
Booking a holiday continues to be the most delayed purchase, becoming even more
likely among 18-24s in the last fortnight. People are also easing off other big
purchases, such as buying a new mobile phone handset
Change in big purchase intentions
Wave 4
Change in big purchase intentions
(Net Definitely / Probably will delay Wave 4 vs. Wave 3)
41%
17% 14% 13% 13%
8% 8% 7%
16%
13% 17% 20%
9%
14%
10% 12%
8%
8%
12%
21%
7%
15%
9%
17%
6%
4%
5%
13%
3%
11%
6%
13%
29%
58%
52%
33%
68%
51%
67%
51%
Booking a
holiday
Buying a car Buying a new
mobile phone
handset
Making home
improvements
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
Total 18-24 25-34 35-44 45-54 55-64 65+
Buying a new mobile
phone handset
3% 6% -1% 4% 4% 4% 1%
Buying or selling a
property (house or flat)
0% -3% -2% -3% 1% 5% 3%
Investing in Further
Education
0% -3% -2% 0% -1% 0% 2%
Booking a holiday -1% 6% -3% 2% 1% 0% -6%
Switching utility
providers
-1% 1% -7% -1% 0% -2% 2%
Taking out a new
insurance policy /
switching provider
-2% -6% -2% 1% -1% -1% -2%
Making home
improvements
-2% -3% -5% -3% 4% 1% -4%
Buying a car -3% -6% -2% -5% -2% 0% -1%

32. SHOPPING
Online shopping dominates and continues to rise, with a surge for 18-24s in the
last fortnight. In store shopping also increases to a lesser degree for the same
age group
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%
5%
27%
13%
35%
25%
7%
16%
10%
38%
6%
2%
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 4
Change in shopping habits
(Net spending more Wave 4 vs. Wave 3)
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Online shopping 1% 10% -4% -3% 0% 2% 4%
In-store shopping -1% 2% -3% 1% 0% -1% -1%

33. BRICKS&MORTARSHOPPING
In store shopping is largely being propped up by grocery and is the only category
actively increasing across the last fortnight (driven by all ages bar 65+)
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 4
Change to in-store shopping habits
(Net spending more Wave 4 vs. Wave 3)
10%
3% 3% 3% 3% 3% 3% 2%
25%
7% 6% 5% 5% 7% 7% 5%
37%
37%
28%
38%
30%
37%
42%
37%
12%
9%
5%
8%
11%
7%
13%
9%
15%
27%
18%
34% 46%
26%
27%
37%
1%
17%
40%
12%
5%
20%
8% 10%
Food and drink Leisure Goods
(Books, board
games and
stationery)
Computer /
video games
Electrical
products
(including
mobiles, tablets,
photography
equipment, TV
and audio
goods, etc)
Clothing,
accessories and
footwear (incl.
Sportswear)
Leisure Goods
(DVDs, film, TV
series, music)
Health and
beauty
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+
Food and drink 6% 1% 9% 11% 8% 10% 0%
Health and beauty 0% -4% 4% 0% -2% 2% 0%
Clothing, accessories and
footwear (incl. Sportswear)
0% -2% 1% 0% -1% -1% -1%
Electrical products 0% -5% 2% -1% -2% 0% 0%
Leisure Goods (Books, board
games and stationery)
-1% -1% -5% 0% 0% -2% 1%
Computer / video games -1% -2% -4% -1% 2% -1% 1%
Homewares and furniture -1% -3% 1% -1% -1% -1% -1%
Leisure Goods (DVDs, film,
TV series, music)
-1% -7% -2% -1% 1% -1% 0%

34. COMMUNICATION
Solutions supermarkets are adopting to face the new reality of in-store
shopping could offer a peek into future of the whole retail sector
_34
For years, retailers have experimented with
scan-and-go checkout-free retail (the
practice of customers using their mobile
phones to scan items, bag these items
themselves, pay electronically, and then
just walk out the door) but it looks like
coronavirus fears could accelerate its roll-
out. While Co-op, Marks & Spencer,
Sainsbury’s and Tesco have introduced
scan-pay-go in a small number of stores,
Asda announced expanding the solution to
all its stores. Time will tell whether other
retail sectors will also embrace scan-pay-go
solutions.
Brands are looking at the ways how to
support those who are not able to visit
supermarkets to do their grocery
shopping. Sainsbury’s, M&S, Asda and
Aldi all have launched new voucher
schemes to make it easier for volunteers
to buy food on behalf of someone else.
Starling Bank went even further and
launched The Connected Card which can
be given to a friend, family member or
volunteer shopper.
Tesco is providing its workforce with access
to free digital mental health wellness tools in
an effort to mitigate stressful working
conditions during the COVID-19 pandemic.
Employees will have access to tools like
Headspace and SilverCloud for the next 12
months.

35. E.COMMERCE
A fortnightly increase in online shopping for 18-24s is driven by clothing and
health products. Elsewhere there are signs 65+ are adapting well to a digital
means of shopping, with increases across all categories
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 4
Change to online shopping habits
(Net spending more Wave 4 vs. Wave 3)
12%
4% 4% 4% 4% 4% 3% 3%
18%
8%
13% 13% 14% 13%
10% 9%
32%
33%
42%
37%
41%
40% 44%
41%
7%
5%
8%
11%
8%
7% 7%
7%
7%
12%
14%
23%
14%
16%
22%
20%
24%
38%
18%
12%
18% 21%
14%
19%
Food and drink Computer /
Video Games
Leisure Goods
(books, board
games and
stationery)
Clothing,
accessories and
footwear (incl.
Sportswear)
Health and
beauty
Leisure Goods
(DVDs, film, TV
series, music)
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+
Clothing, accessories and
footwear (incl. Sportswear)
2% 6% -1% 0% 0% 2% 5%
Homewares and furniture 1% -3% 5% -3% 1% 0% 3%
Health and beauty 1% 6% -3% -2% 1% -2% 4%
Food and drink 0% -5% 3% 2% 1% 0% 0%
Leisure Goods (books, board
games and stationery)
0% 2% -1% -2% -1% 0% 4%
Electrical products (including
mobiles, tablets,
photography equipment, TV
and audio goods, etc)
0% -7% 2% 0% -1% 2% 3%
Leisure Goods (DVDs, film,
TV series, music)
0% 0% -4% -3% 0% 0% 6%
Computer / Video Games -1% -12% -4% -1% 4% 1% 1%

36. 36
In summary
Media consumption has stabilised with
some slight declines in live TV and
newsbrands, while streaming services
continue to see increases.
Established behaviours are starting to show
the strain, with people anticipating a relaxing
of measures and less inclination to self
isolate.
Younger people are feeling the effects more
strongly than any other age group. They are
the most likely to feel lonely and
overwhelmed, while at the same time doing
more new things (DIY, shopping, fitness).

37. Thank you