COVID-19: From a

Consumer Lens
A Report by Performics India
13th April, 2020
From the CEO's home

A lot can happen in 100 days. A milestone generally celebrated by new governments
worldwide, the first 100 days of 2020 have been surreal to say the least. In the year of the
Tokyo Olympics, US Presidential Elections, Dubai Expo 2020 and the T20 Cricket World
Cup, the most number of reports published, have been about the impact of COVID-19 (a
word very few of us knew about) on humanity, the global economy and our collective
readiness to cope with the worst crisis to hit the human race since World War 2.

In 2019, on an average, a Performics India employee spent a little over 14 days working
from home. Today, all of us have completed four consecutive weeks of work from home.
Unprecedented times indeed. Being in a lockdown has meant dramatic shifts in human
behaviour and search intent is quite possibly, the best indicator of that shift.

Using the Performics proprietary Intent Based Planning framework, we set out to study
this change in consumer intent and sentiment across industries and brands in India. A
spike in searches for home-made ‘Dal Rice’ recipes, evergreen family games like ‘Ludo’
and ‘Snakes & Ladders’, and maintaining fitness and wellness levels at home are just
some of the interesting insights that we’ve uncovered via this study. Brands on their
part are reacting swiftly to this change and adapting to this new normal. That is the only
way to survive and then emerge stronger from this crisis.

Here at Performics India, we are committed to not only adapting to but also driving this
change in the rapidly evolving world of Performance Marketing. We look forward to
partnering with you on this journey.

Stay Home. Stay Safe.

- Pallav Jain & Sarfaraz Khimani

2
COVID-19 has had an unprecedented impact

Global Economy Indian Economy

• COVID-19 cases increasing daily with
• Spread of COVID-19 cases globally
highest number of cases in Maharashtra
met with rapid lockdowns & rigorous
• Nationwide 21-day lockdown with a
testing
possible extension
• Economic activity impacted
• Stock market experiencing a downward
• Industries impacted majorly – Oil and
trend
Gas, Aviation, Banking, Travel
• Trade with nations with large COVID -19
cases reduced

Businesses Impacted in India Consumer Sentiment in India

• Increase in digital data consumption Increase in health-related queries

• Sectors gaining in the short-term
• Media & online entertainment Increase in demand for essential
• Essential goods and services commodities. Drop in retail and
general purchasing
• Pharmaceuticals
• Sectors impacted in the short-term Concerns over future
• Aviation
• Travel and Tourism
• Transportation and Mobility

3
A large portion of the human race
has now been affected

14,84,811
Cases globally

88,538
Deaths

5,734
Cases in India

MAHARASHTRA
State with largest impact

184
Countries with reported cases

Source: John Hopkins University as of 09th

April 2020
Source: Inshorts

4
 Business has been effected globally & in India

Retail
Logistics & Trading
Businesses across the world
High Tech have borne the impact

Pharma Market capitalization has declined across

Healthcare Supplies & Distributions sectors, with significant variation to the
Personal & Office Goods
extent of the decline.
Media

Telecom Graph represents YTD local currency

Media Technology
shareholder returns by industry in %.
Advanced Electronics Width of bars is starting market cap in $. .

Food & Beverage

Electric Power & Natural Gas

Consumer Durables Transport & Infrastructure
Indian Stock Market has shown
Defence consistent downward trend
Basic Material
Business Services
Healthcare Facilities & Services
Apparel, Fashion & Luxury
Other Financial Services
Healthcare Payors
Chemicals & Agriculture
Automotive & Assembly
Real Estate
Conglomerates

Banks

Source: Tradeconomics
Insurance

Oil & Gas

Air & Travel
Commercial Aerospace
0

- 50
-25

Source: McKinsey & Company: Dataset includes global top 3000 companies by
5
market cap in 2019, excluding some subsidiaries, holding companies, companies
with very small free float and companies that have delisted once
 Demand for essentials peaked across the
world (gauged through Google Search behavior)

Demand for essential items has grown significantly in March

CPG/FMCG Home delivery Pharmaceuticals

+728.7% +58.7% +38.1%

Travel Events Luxury goods

-300.3% -215% -76.2%

Products That Have Seen Maximum Growth

Sanitizer Disinfectant Spray Disinfectant Wipes Toilet Paper Bottled Water

+2938.2% +747.6% +595.2% +583% +275.2%

Hand Wash Decongestants Powdered Milk Pain Killers Sleep Aids

+219.3% +137.5% +125% +118.5% +112.5%

6
Source: Captify Impact Study – 1st Feb – 15TH March 2020 (Global Search Data)
 COVID dominated Search Trends in India as
well

Coronavirus related searches increased significantly

Noticeable shift in trends for ‘Coronavirus’ observed post March 17, 2020
with top trending queries across March:

cases of coronavirus in India coronavirus tips

coronavirus update coronavirus + country

(Italy & Pakistan dominate)

The number of Daily COVID related searches that jumped significantly in

traffic in the day, have been increasing in March in India
Janta Curfew Lockdown

Janta Curfew Announced

Mar 04 Mar 09 Mar 14 Mar 19 Mar 24 Mar 29

Entertainment Lifestyle

Celebrities promoting GOI Initiatives, Non-health Coronavirus keywords

COVID-19 relief efforts, donations, were peaking- for example, work
cabin-fever, and increased interactions from home, Covid-19 lockdown and
with fans. The lockdown has social distancing
encouraged people all across the globe
to create more content from home.
7
Source: Google Trends
3 consumer intents noticed during India’s
lockdown
Low priority

Psychological
PLAN AHEAD Distance

Post COVID-19 Planning

High priority S U S TA I N
Stay-at-home
activities
CONSUMER

SURVIVE
Essential & Day to
Day Services

Basis Performics’ Intent Based Planning Framework, 3 key consumer intents are observed:

• Survive – Panic-driven stockpiling of essentials to avoid stepping out

• Sustain – Search for avenues to utilize extra time at hand during stay-at-home lockdown

• Plan Ahead – Postpone future plans specially on travel & big-ticket purchases

8
 Photo by NordWood Themes

SURVIVE
Consumers are redefining ‘essentials’. With the announcement of
Janta Curfew and further lockdown, stockpiling and panic buying led
to unprecedented demand for online groceries and medicine. Safety
and hygiene concerns led to drop in interest for food delivery.
Slide number
 Survival instincts for essentials were
prioritized

Diverging trends for essential and non-essential items since Janta Curfew
As the news of nationwide lockdown broke out, We have observed stark difference in search
the survival instinct of people kicked in. Daily trends for essentials and non-essential items.
essentials went flying off the shelves as people Most of it can be attributed to the breakout
rushed to the stores. This trend was clearly queries of the meaning of the term essentials
imitated online as well and what qualifies essentials

Janta Curfew
Janta Curfew Announced

Lockdown

Essentials
SEARCHES

Non Essentials

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

10
Source: Search Trends
 Online groceries saw a massive surge in
downloads

Searches and downloads for brands delivering essentials peaked and is

now normalizing
Big Basket Amazon Pantry Grofers Dmart Big Bazaar Janta Curfew
SEARCHES

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Online groceries stores saw a panic upsurge in traffic and

downloads. However, due to unavailability of slots,
Grofers
DOWNLAODS

regulatory problems and fulfilment issues, the trend have

been normalising.

Big Basket

Mar 07 Mar 12 Mar 17 Mar 22 Mar 27 Apr 01

Sentiment on social was negative due to poor consumer satisfaction

More than 50% of the

consumers have
reported not
receiving items they
ordered
Nearly 30% weren't
11 able to purchase
anything

Source: Search Trends, SimilarWeb, Talkwalker

 Food delivery apps dealt with hygiene concerns
as search for homemade recipes increased

Online food ordering apps saw 33% decline in traffic and 70% decline in
orders since lockdown was announced

Limited number of restaurants listed. Hygiene concerns have affected the

performance of online ordering apps
DAU

Zomato

Swiggy

Mar 07 Mar 14 Mar 21 Mar 28

Food delivery rebounds after

reassuring consumers on
safety & hygiene practices

Swiggy, Zomato recovers and rebounds

after dropping by 33% when lockdown
was first announced
Consistent communication on safety in
the kitchen, hygiene, and contactless
delivery mitigated the damage

A rise in interest for recipes

simple homemade food
SEARCHES

Due to restrictions in movement and

Restaurants food hygiene issues, there is a surge in
interest for simple homemade recipes
over restaurants and fast foods
Metros are primary drivers behind the
Recipes trend suggesting that many are learning
to cook basic recipes over ordering out
Mar 01 Mar 08 Mar 15 Mar 22 Mar 29
12
Source: Search Trends, SimilarWeb, Talkwalker, Economic Times
 Online pharmacies saw a rise in downloads; a
few moved towards providing virtual
consultations
Increase in both branded searches for online pharmacies and generic
searches have contributed to growth in category

Online Medicine 1mg Netmeds Pharmeasy Medlife

SEARCHES

Zomato

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

App downloads saw an upward trend as more people entered the category
APP DOWNLOADS

1mg Netmeds Pharmeasy Medlife

Mar 12 Mar 19 Mar 26 Apr 02

Highlighting and Consult a doctor online

appreciating delivery 24x7
partners

13
Source: Search Trends, SimilarWeb, Ad Library - Facebook Business Manager
 Non-essentials took a back seat as intent
plummeted

Consumer interest in non-essentials like fashion, beauty and appliances has

been on a continuous downward trend with generic terms on the rise

Book My Show Myntra Pepperfry Nykaa

Restriction on the delivery of these items Generic Share

is also playing a part in dwindling
SEARCHES

interest

Brand Share

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Mar 04 Mar 18 Apr 01

Myntra Flipkart ClubFactory Amazon

DOWNLOADS

Mar 07 Mar 14 Mar 21 Mar 28

Non-essential brands adopting different

strategies to engage with consumers
Non-essential apps like Myntra are focusing on
trends (gaming) than on products to stay relevant
and in consumer’s mind

14
Source: Search Trends, SimilarWeb, Ad Library - Facebook Business Manager
Summary Survive Sustain Plan Ahead

• Post lockdown, essential items have higher searches as a reaction

to panic driven stockpiling behaviour

• Despite a very high intent for online groceries, brands are unable
to convert users due to logistics and inventory challenges

• Trends for homemade food & recipes are on the rise and usage of
food delivery apps has declined due to lockdown over health and
safety concerns

• As searches for online pharmacies have peaked, online pharmacy

apps saw the highest impact of increased consumer intent,
marked by an increase in downloads in the week of lockdown

• Due to restrictions and declining interest in non-essential

products, brands are using owned channels to maintain
conversations and engage with users

15
 Photo by Brina Blum

SUSTAIN
Given the current lockdown situation, consumers are currently
looking for ideas and options to occupy themselves while at home.
This has resulted in increased consumption of digital entertainment
and self-improvement ideas
Digital usage increased: Social media, chat &
online courses saw the highest uplift

Digital usage has seen a surge during lockdown, with cities getting
shuttered and restrictions being imposed on movement

As per TRAI, the average monthly wireless data usage per consumer is at 10.37 GB. The monthly data
usage is expected to rise by around 15 percent in the next two quarters if people continue to work
from home.

Source: Economic Times (BARC & Nielsen), *Per User Per Week
Business Today
Facebook Business Manager

17
 Increased searches translated to higher
traffic & app downloads for OTTs

Substantial rise in queries across the category including OTT brands (Netflix,
Prime Video etc.), generic (movies online) & genre (comedy movies) queries

Generic Genre OTT Brands Show Names

SEARCHES

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Netflix and Amazon Prime Video have been the biggest gainers with
increased share of web traffic and app downloads

Overall Visits up by 50%

Major OTT platforms saw a surge in traffic
by an average of 50% post lockdown,
VISITS

while Hotstar saw a minor dip possibly

due to association with live sports

Netflix Voot Zee5 Hotstar Prime

DOWNLOADS

Downloads up by 2x
Netflix, Voot, Prime Video and Zee5
reported an average of 2X increase in the
downloads, while downloads for Hotstar
observed no major change

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

18
Source: Search Trends, SimilarWeb, Ad Library - Facebook Business Manager
 Parents searched for ideas to keep kids busy

Both branded as well as generic searches, have seen an increase since the
lockdown of schools. Cartoon searches have seen a greater increase
compared to learning based searches

Branded (Voot Kids, YouTube Kids, Hungama Kids, ChuChu TV) Generic - Cartoon Generic - Kids Learning
Generic Share
Generic Share
SEARCH INTENT

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Voot Kids YouTube Kids

DOWNLOADS

Surge in downloads for popular kids entertainment brands

Mar 07 Mar 14 Mar 21 Mar 28

Brands adapting to the increasing demand

for online kids' content

Voot Kids promoting their app through offering

one month of free subscription of their content
on the app

19
Source: Search Trends, SimilarWeb, Ad Library - Facebook Business Manager
 To keep up with COVID updates, news apps
saw a huge increase in downloads

A surge in the demand for news platforms was noticed with an increased
share of generic searches related to corona and lockdown updates
Generic - Live News , Corona Virus, Lockdown
SEARCH INTENT

Branded - TOI, InShorts, Dainik Bhaskar, DailyHunt

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

High growth observed in regional & vernacular platforms for app downloads

TOI In Shorts Dainik Bhaskar Daily Hunt

DOWNLOADS
APP

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Sentiment around news is largely neutral with users wanting to be updated

around coronavirus updates

20

Source: Search Trends, SimilarWeb, Talkwalker

 Mental health & fitness at-home became
important

“Workout at home” searches and related apps

have gained share in a growing category
Generic fitness related searches
Gym Workout at home Yoga Workout at home searches
App searches
SEARCHES

SEARCHES

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Mar 07 Mar 14 Mar 21 Mar 28

Downloads up by 2x as compared to pre-lockdown

Sadhguru App Calm App Cure.fit Home Workout - No Equipment

DOWNLOADS

Mar 07 Mar 14 Mar 21 Mar 28

Cure.Fit has started online fitness

classes during the lockdown
period to engage with regular
users as gyms and centres are
shut

21
Source: Search Trends, SimilarWeb, Ad Library - Facebook Business Manager
 Casual Games like Ludo revived nostalgia for
olden times

Generic gaming searches expanded rapidly translating into tremendous

growth of casual gaming
Top 7 Games Top 7 Generic
SEARCHES

Gaming Searches e.g. online gaming

Top 7 Game Names

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Mar 01 Mar 14 Mar 27

Ludo King™ Carrom Pool Candy Crush Saga Subway Surfers Temple Run 2

• Ludo King & Carrom led the growth

DOWNLOADS

• E-sports (Cricket & Football) saw a rise in users too

• Fantasy Sports Gaming negatively impacted

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Nostalgia emerged as the

predominant theme as
people reverted to old
games like Ludo, Snakes &
ladders, reliving old
memories. Group playing is
mentioned more indicating
games within family, friends

22
Source: Search Trends, SimilarWeb, Talkwalker
 Rapid rise in searches for “online courses”
Generic searches for terms like “online courses” grew faster than Brand searches:
Indicating a lot of new users entering funnel
SEARCHES

Brand

Brand

Generic
Generic

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29 Mar 01 Mar 14 Mar 27

Coursera, Udemy, Upgrad, EdX and government e-learning sites

saw a jump of average 2x in their traffic in the lockdown phase.
Many e-learning sites made their courses free Swayam
VISITS

Upgrad
edX
Udemy
Coursera

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Sentiment around
education is highly
positive, the highest
amongst industries we
tracked. Free access and
open resources are
factors to high positive
sentiment

23
Source: Search Trends, SimilarWeb, Talkwalker
Summary Survive Sustain Plan Ahead

• Digital consumption on mobile phones has increased by over 3

hours for the week ending 27th March as compared to pre-COVID
period

• Surge in traffic on online streaming platforms with brands

communicating pricing and plan changes to improve SOV

• News & information apps saw a growth in regional/vernacular

platforms

• Kids cartoons was a highly popular theme leading to a growth in

kids entertainment apps

• Workout and Fitness industry saw a 2x increase in App downloads

• Games with nostalgia value saw a rise in demand while Real

Money Gaming impacted negatively

• E-Learning saw an increase in demand with Generic searches

growing faster

24
 Photo by Ashwini Chaudhary

PLAN AHEAD
Given the uncertainties around COVID-19 and the lockdown, there is
a dip in active intent around future planning specially with respect to
travel and hospitality, and other large-ticket item purchases
 Consumer sentiment about the future
declined in March

More comfortable making household purchases

More confident of ability to invest in the future
More confident about job security
More comfortable making major purchase

Dec Jan Feb Mar

Consumers have shown apprehension to invest in the coming 6

months (in Mar 2020 as compared to Dec 2019) on the back of
concerns regarding job security and personal financial conditions

26
Source: eMarketer
 BFSI searches decreased in the week after
lockdown; focus around health insurance
Brand & core searches across the BFSI Industry went down in the 1st week of
the lockdown

State Bank of India HDFC Bank ICICI Bank Axis Bank Kotak Mahindra Bank
SEARCHES

Trends for Banks picked up on the 1st April: Surge possibly due to salary credits

Mar 01 Mar 05 Mar 09 Mar 13 Mar 17 Mar 21 Mar 25 Mar 29 Apr 02

Mutual fund Personal loan Health insurance Life insurance

SEARCHES

Mar 01 Mar 05 Mar 09 Mar 13 Mar 17 Mar 21 Mar 25 Mar 29 Apr 02

Sentiment on social media focused on health insurance and Government

initiatives like Ayushman Bharat

27
Source: Search Trends, SimilarWeb, Talkwalker
 Travel & tourism sectors have seen a big
hit on intent

Decrease in overall travel and tourism search universe since lockdown

Bookings and cancellations related searches peaked after

announcement of lockdown. Recent decline also observed
SEARCHES

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

Flight booking Flight cancellation Train booking Train cancellation Hotel booking

Decline in website traffic towards multiple brands

within the broader Travel and Tourism industry
VISITS

Mar 07 Mar 14 Mar 21 Mar 28

Aviation Brand Timeshare Aviation Brand 2 Travel Aggregator Railway Booking

Brands pushing consumers to plan

ahead and dream of travelling once
the pandemic ends

28
Source: Search Trends, SimilarWeb, Ad Library – Facebook Business Manager
 Big ticket purchases have been de-prioritized

Home Interior and Décor Travel and Holiday Packges Real Estate Auto Appliance
SEARCHES

Mar 01 Mar 08 Mar 15 Mar 22 Mar 29

• Ongoing projects would be delayed • Home buyers likely to postpone

owing to labor constraints & issues their property purchase decisions
with supply of raw materials as they await clarity on job security

• Due to closure of malls, retail • Office utilizations as well as co-

outlets and entertainment venues, working spaces to be impacted due
future commercial real estate deals to work-from-home
could be put on hold

29
Source: Search Trends, SimilarWeb, Housing.com
Summary Survive Sustain Plan Ahead

• Overall decrease in consumer sentiment for the future

• Big ticket industries showing rapid decline in intent with further

hints of lockdown extension

• Low to moderate impact on BFSI with highest impact on

travel insurance

• Travel and Tourism industry intent has declined with brands

pushing consumers to plan ahead. Communication shifted
to brand building activities to remain relevant.

30
Adapting To The New
Normal
Brands across sectors are swiftly adapting to the new normal by
changing logistic and fulfillment strategies, offers and creative
communication.
 How can brands respond to the changing
consumer sentiment

Consumer Mindset

Survive Sustain Plan Ahead

Consumer Ask

Key Brand Task

Messaging

Key Channels

32
Adapting to
Survive Survive Sustain Plan Ahead

Regular communication about deliveries as well as safety measures being

implemented are important communication hooks. Resolution of complaints
also needs to be prioritized.

Some brands have used this opportunity to expand their businesses into
delivering essentials as well as online consultation

33
 Adapting to
Sustain Survive Sustain Plan Ahead

Communication hooks contextual to the current scenario makes it more

relatable
#StayHome – StaySafe | #PlayApartTogether | #HeroBano – GharRaho
#StayHome – SkillUp

Offers and free content for new users will improve conversion rate & increase
trials

34
Adapting for the
Plan Ahead Survive Sustain Plan Ahead

Nudge consumers to dream as well as plan for future through

offers/discounts. It will help brands stay relevant

Create experiences across touchpoints to get consumers’ share of mind

35
In conclusion

• Clear evidence from the search intent framework of Survive,

Sustain and Plan Ahead that consumer sentiment has changed
dramatically due to the emergence of COVID-19
• Search intent shows a perceptible change in the consumer
purchase cycle across all three sentiments
• In the essentials categories, the search intent shows a clear
shift towards immediate purchase whether through generic or
brand specific searches
• In the non-essentials and luxury categories, the search intent
has moved towards discovery with negligible intent towards
purchase
• Need for brands to tailor their strategy in-line with this change,
whether through communication or via media and channel
strategy on Digital
• Wherever possible and within the constraints of their business
model and the regulatory framework, brands should start
strategizing and developing digital straight through processes
(STP) that require minimal physical connect
• Brands in highly impacted categories like Travel and Hospitality
need to continue to find innovative ways to remain in the
consideration set of consumers by modifying their communication
and media approach rather than going dark
• SEO needs to be an integral part of all brand’s media strategy since
it drives the highest ROI and effectively serves both top and
bottom funnel objectives
• Commerce sales have sky rocketed since the start of the lockdown
and brands need to walk the talk on having an end to end
commerce strategy to capitalize on this

36
37
Thank You!
Please reach out to us for a detailed analysis of your brand
Email : growth@performics.com
LinkedIn: linkedin.com/company/performics-india/
Website: performics.com/in/contact-us/