LIVE PANEL

Covid-19:
A Game Changer
For Media And
Purchasing
November 2020
Research overview
Four groups of consumers
were identified based on a
combination of their anxiety
level and their financial
response to the crisis: Tense
(26%), Distressed (26%),
secure (31%) and Proactive
(17%).
Digital entertainment
platforms are seeing a boom
in both reach and time spent,
as people spend more time
in-home. Podcasts have
newly become embedded
throughout the day.
Globally, 77% are craving the
day when they can feel less
anxious and life returns to
‘normal,’ albeit with a renewed
focus on family, relationships
and self-sufficiency, rather
than values associated with
materialism and self-
fulfilment.
E-commerce has become a
lifeline for people worldwide
with substantial growth in
revenue YOY. Covid-19 has
forced laggard audiences and
markets to learn the benefits of
online shopping, driving a
more balanced global profile of
this activity.
The impact of Covid-19 is
highly personal and emotional
with personal/family health
and safety concerns being top
of mind (60% agree).
Unprecedented drop in
consumer confidence due to
financial and economic
worries.
Consumers are now more
mindful of how and where
their money is being spent
(70% agree), focusing on the
essentials versus the frivolous
and adopting a thrifty, self-
sufficient mindset.
In-home media, and
particularly those that
provide entertainment, have
seen the largest increases in
consumption. Playing video
games has seen the largest
increases YOY, growing 47%
daily (from 21%-31%).
An accelerated focus on
value, health and local as a
result of the pandemic and
changed consumer values
and attitudes.
 Impact Map

Higher Anxiety
Introduction Tense Distressed
26% 26%
The impact of Covid-19 across
the globe is unprecedented.
The combination of the humanitarian, health & safety,
financial and economic aspects have reached almost
every corner of society across the globe, shaping business Secure Proactive
and consumer attitudes and behaviour. It’s
31% 17%
unquestionable whether social distancing, quarantining
and staying at home have had a significant effect on

Lower Anxiety
consumer media and purchase behaviour. Many of these
changes in attitudes and behaviour are game-changing
and will be with us for a long time to come.

Through our research, four groups of consumers were

identified based on a combination of their anxiety level
Lower Financial Response Higher Financial Response
and their financial response to the crisis. These are
visualised on the Impact Map on the right.

** Anxiety level is based on a respondent’s mean score across several

attitudinal questions designed to understand individual response to Covid-19
** Financial response is based on the number of financial actions taken by
Each respondent as a result of Covid-19
3
Source: LIVE Panel 2020
 Introduction
Distressed (26%)
This group tends towards high-
income individuals with children in
Proactive (17%) the home. Most work full-time,
This group tends towards lower although the group is more likely to
income, slightly younger consumers include those who are self-employed,
without children and with interests in freelancers and those who have had
education/learning and finance. Most a direct hit to their working status.
work full-time, although they are also They are highly anxious, are actively
more likely to have been furloughed. avoiding public places and won’t feel
Their financial concerns are on a par safe until there is a vaccine.
with their health concerns and they
are particularly worried about their Their distress is driven by the
future job prospects. potentially devasting effect that any
However, they are much less worried loss in income would have on their
about being in public places. lives and the lives of their dependents.

Tense (26%)
Secure (31%) This group tends towards older
consumers and empty nesters.
This is the lowest income group Most work full-time but the
and more likely to be older, group is more likely to include
retired consumers, albeit most retirees, full-time homemakers
still work full-time. They are more and those slightly more
likely to be interested in thrillers, interested in drama. They are
sports and comedy. They have highly anxious, are actively
the lowest level of concerns avoiding public places and
around the health or financial won’t feel safe until there is a
impact of Covid-19. vaccine. However, their anxiety
is relatively more health-driven
rather than financial. 4
 Globally, 77% are craving the day when they
can feel less anxious and life returns to
“What I think is most important in life has changed since the pandemic crisis”
‘normal’, albeit with a renewed focus on
family, relationships and self-sufficiency,
100

rather than values associated with

90
materialism and self-fulfilment.
80

Consumers yearn for the time when they can go back

70
to doing the things they love (76% agree), rising to 84%
60
for the Distressed group.

50 However, consumer priorities and values have

changed, and life is now being viewed from a vastly
40
different perspective. Some 59% say that what they
30 thought was important has changed since the
pandemic crisis, rising to 66% of those with young
20
children. This attitude is particularly discriminating
10 across the consumer groups ranging from 80% in the
Distressed group to 37% of the Secure group. The
higher impacted markets are also more likely to agree
0

with this (71%).

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% Completely ag ree % Somewhat agree High Cases / Hig h St ringency

High Case / Med-Low St ringency
Low Cases / High Str ingency
Source: LIVE Panel 2020
Medium Cases / High St ringency
Low Cases / Medium Str ingency
Medium Cases / Medium Str ingency
Low- Med Cases / Low St ringency
The seismic shock of the pandemic has driven
consumers to completely re-evaluate all aspects of
their life, consciously or otherwise, resulting in a
changed, unfamiliar world for both brands and
consumers.
5
 Focusing On Family And UK
Relationships First

The impact of Covid-19 is highly personal and

Covid-19 Concerns: %
emotional with personal/family health and
Stating Within Top 3 Concerns
safety concerns being top of mind (60%
agree). Unprecedented drop in consumer
confidence due to financial and economic
worries. Personal and family health 60%

Consumer responses to Covid-19 have been highly personal with the primary Continued spread of the virus 52%
focus on matters that are close to home and which directly impact them and
their immediate family. Globally, the number one concern is around personal and Income/finance 43%
family health (61%), rising to 67% of the Distressed group and 64% in the highest
affected markets. This is followed by a concern around the continued spread of Future job stability/prospects 35%
the virus (52%), which is unsurprisingly higher for older (and therefore more
vulnerable) consumers and the Tense consumer group (indexing 115 and 116 National economy 34%
respectively).
Global economy 24%
Some 60% said they wouldn’t feel safe until a vaccine is available, rising to 81% for
the Distressed group, 76% for the Tense group and 70% in the most affected Climate change 19%
markets.
Venues with lots of people 17%
The next group of concerns is driven by rising anxiety around personal finance
and the economic impact of Covid-19. Some 44% stated they were concerned Travel safety 16%
about income/finances (rising to 52% for our Proactive group), followed by future
job security/prospects (35%). Political turm oil 15%

Disc rimination & soc ial

inequality
15%

Source: LIVE Panel 2020 6

A Changed
A Changed Global
Media Landscape

Global Media
Landscape
With people being confined to their homes, the big
In-home media, and
winners are the media channels that are consumed
particularly those that in the home, particularly those that provide
provide entertainment, have entertainment:

seen the largest increases in ⨁ Playing video games has seen the largest
consumption. increases YOY, growing 47% daily (from 21%-31%)
and 36% weekly (from 35%-47%).
The circumstances surrounding Covid-19 and the resulting shifts in consumer values,
attitudes and behaviour have driven a significant change in the patterns of media ⨁ Using the internet for TV and video content has
consumption across the globe. increased 19% YOY in terms of daily usage (from
58%–69%) and 11% weekly (from 77%-85%)
Unsurprisingly, due to widespread closures and cancellations, cinema and events have
declined hugely YOY in terms of reach with all channels dropping by around 50% or ⨁ Listening to the radio offline has increased 7%
more. In addition, printed newspapers have declined by 8% on a three-monthly period weekly (from 68% to 73%).
most likely due to the reduction in people commuting to and from work.
⨁ Using online shopping has increased 6% weekly
The only big winner YOY is video gaming which has increased from 51% to 60% on a (from 48%-52%).
three-monthly basis, particularly so in the markets with high cases and high stringency
(growth index 127).

However, we have observed much larger changes in the frequency of using different
media channels.

7
 A Changed Global
Media Landscape

Unsurprisingly, due to widespread closures and 3-monthly Media Reach 2020

cancellations, cinema and events have And YOY Change
declined hugely YOY in terms of reach with all
channels dropping by around 50% or more. In
addition, printed newspapers have declined by
120% 120
8% on a three-monthly period most likely due to 106 120
102 101 100 101 101 101
99 99 100 98 99 101 97
the reduction in people commuting to and from 96
93 95
100% 100
work.

80% 80
The only big winner YOY is video gaming which
has increased from 51% to 60% on a three- 53
60% 60
monthly basis, particularly so in the markets 47
41
with high cases and high stringency (growth
40% 31 40
index 127).

20% 20
However, we have observed much larger
changes in the frequency of using different 99% 99% 98% 98% 96% 96% 95% 95% 93% 92% 86% 82% 75% 70% 63% 63% 61% 38% 20% 18% 18% 14%
media channels. 0% -

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Source: LIVE Panel 2020 8

 Deeper Digital Roots
For Everyone,
Everywhere,

Digital has become the lifeblood for Weekly YOY

everyone, everywhere, and the key to Index
survival. Covid-19 has accelerated
digital adoption among previously
laggard audiences, thus helping to 157 158 159

balance the global digital audience.

125 127 127 126
118 122 120 119 118 119
Overall, all types of digital activity have 115 111 111 114 112 117
107 109
witnessed significant increases versus 2019, and 100
especially in terms of daily usage. On average, 87
across all activities, we have seen a 39%
increase in daily usage and an 18% increase in
weekly usage, most notably among parents and
those markets with a high caseload (135).

Furthermore, Covid-19 has had the largest impact on

adoption among the digital laggards (generally the
older age groups and less digitally developed
markets), resulting in a levelling of the landscape.

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LC = low cases LS = low stringency
MC = medium cases MS = medium stringency
Source: LIVE Panel 2020 HC = high cases HS = high stringency
9
 Entertainment

Digital entertainment platforms
are seeing a boom in both
reach and time spent, as
people spend more time in-
home. Podcasts have newly
+19% become embedded throughout
increase in the day.
Daily
Reach Digital entertainment is thriving amid the
Covid-19 outbreak and is the biggest
growth area within the digital landscape,
increasing 59% daily and 33% weekly. With
people unable to socialise outside of their
home, go to events, or engage in other out-
of-home activities, digital can provide an
almost unlimited variety of content to
entertain, engage, fill time and alleviate
boredom.
At a top-line level, we have observed a 19%
+21% YOY increase in the daily usage of the
internet for TV and video content (from
in average 58%-69%) and a 11% increase weekly (from
Daily Time 77%-85%).
Spent
Furthermore, we now see heavier
consumption overall, with the
amount of time spent increasing
20% from 110-132 minutes per day.
The biggest gains come from the
parent lifestages (+27%) and the
markets that had the highest
cases / stringency (+31%).
Delving deeper, we can see there
has been a massive uptick in the
number of people who are
watching TV programmes or films
via a paid-for on-demand service:
+76% daily (from 20%-35%) and
+46% weekly (from 43%-62%). This
is true across all markets and
demographics irrespective of their
situation.
Covid-19 has radically affected
both the consumption and the
production of film and TV content
since it all requires people to be
together in small spaces which is
against health regulations in many
places.
Entertainment venues, such as
cinemas and theatres, have closed
and production stopped. This has
led to an increased focus on online
entertainment streaming services,
such as Netflix and Amazon Prime.
Some 49% of our sample subscribe
to and watch Netflix, while the
figure for Amazon Prime is 16% - the
former having a slightly younger
profile, while the latter is stronger
among households with kids. This is
followed by Disney+ (9%), and HBO
(1.3%).
These platforms are seeing a
boom. Netflix added 26 million
accounts between January and
June 2020 (more than double the 12
million added in the year-ago
period), while Amazon Prime likely
saw similar gains, aided by the
product’s ties to discounts on
Amazon shipping fees.

10
 Shopping

Online Shopping
E-commerce has become a lifeline
2020 Weekly Usage And YOY Change
for people across the globe and has
seen a substantial growth in revenue
YOY. Covid-19 has forced laggard 70 % 14 0
126
audiences and markets to learn the 115 117 115 115 117
113 113
benefits of online shopping driving a
6 0% 12 0
106 105 106
100 102 102
97 96
more balanced global profile of this 5 0%
94
10 0

activity.
4 0% 80

The world of e-commerce has been transformed 30 % 60

as a result of Covid-19. At a global level, the

proportion of people doing online shopping is up 20 % 40

8% weekly.
10 % 20

However, with lockdowns forcing people to stay at 51% 50% 51% 60% 55% 54% 41% 48% 38% 47% 48% 54% 49% 51% 54% 61% 46%
home except for essential journeys, we have seen 0% -

an uptick in the frequency of online shopping

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LC = low cases LS = low stringency
MC = medium cases MS = medium stringency
2020 YOY
HC = high cases HS = high stringency
Source: LIVE Panel 2020
11
 Shopping

With a shift of this scale, many businesses have reported that they have had to adapt swiftly to
the ‘new normal’ and have significantly accelerated their digital development in line with
demand. Understanding and responding to the user needs and behaviour of online audiences will
be key to survival for brands and retailers.

What started as simply making a purchase eventually progressed to buying into new categories,
purchasing high-ticket items, and shopping and buying via mobile. Every time these behaviours
crystallised for a new set of consumers, it permanently shifted their online buying habits.

Previously sceptical or technically challenged consumers have had their hands forced and
subsequently learned the benefits of buying online, both for maintaining social distancing as well
as for sheer convenience.

Online Shopping Growth Across Markets

Based On Their 2019 Situation
Covid-19 has also democratised (and forced) the
availability of online shopping across markets. We
see significantly more growth in those markets that 160
8 0%
146 109 18 0

were previously lagging behind in this area. 70 % 16 0

6 0% 106 108 14 0
12 0
5 0%
Given the ongoing social distancing measures and 4 0%
10 0
80
wariness of enclosed spaces, online shopping will 30 %
60
20 %
continue to be a lifeline for many consumers 10 %
40
20
moving forward, resulting in these new habits being 0% -

constantly reinforced and changing behaviours for 2019 usa ge 20-< 30% 2019 usa ge 30- <40% 2019 usa ge 40- <50% 2019 usa ge 50- <60% 2019 usa ge 60%+
a long time into the future.

2019 2020 Index 12

 Communication

The pandemic has significantly
impacted digital communication (+31%
weekly), particularly video conferencing,
forcing a realising of what is possible
with this medium and providing an
important and highly valued way of
allowing people to be 'together' within
the context of social distancing and self-
isolation.
Human beings have a natural desire to connect with
other people, especially in times of crisis. As the
pandemic has forced many people to work, study and
socialise remotely, we have seen people flocking to
digital communication platforms that provide quality,
personal face-to-face interactions and collaborations,
as well as a redefinition of what it means to be
connected through technology.
Covid-19 has also expedited the changing face
and role of influencers. The incidence of live
streaming has seen exponential growth since last
year (+107% weekly from 17%-34%, and +131%
monthly from 24%-56%), particularly so for older
consumers and those in the most impacted
markets. A recent study by Fullscreen stated that
influencer authenticity is now vital, and that a new
type of content creator is emerging, broadening
the diversity of influencers. These are people who
share their own real experiences and
perspectives – curating ‘real’ content to connect
to real people and working together to navigate
the current environment. This aligns entirely with
the changed consumer values – returning to the
fundamentals of life and moving away from
frivolity and materialism.

Globally, digital communication activities have grown

by 31% weekly and 27% monthly, especially so among
parents (+40% weekly). One of the key growth areas is
video conferencing, which saw a huge surge in demand
as a result of Covid-19 with millions of app downloads
(62 million in March alone).

13
 Accelerated Appeal Of
Gaming

Covid-19 has accelerated engagement with

% Using Video Gaming gaming (+36% weekly growth), as well as
Weekly And YOY Growth broadening its appeal due to the new and
different roles now fulfilled by this platform.

70 % 18 0
Across our 54 markets, playing video games saw the
153 152
156 155 largest growth rates of all media channels: 47% daily
150 150
6 0%
144 148 144 16 0
(from 21%-31%), 36% weekly (from 35%-47%) and +23%
134 133 134
127 monthly (from 46%-56%). This growth is apparent across
123 122 125
14 0

5 0% all markets and demographic profiles but is particularly

12 0
notable for audiences who were previously less likely to
4 0%
10 0 engage in gaming - women, older consumers and those
80
with higher incomes, thus demonstrating the broadening
30 %
appeal of this media channel.
60
20 %

40 However, the overall time spent on gaming has

10 % decreased 9% YOY, from an average of 103 minutes per
20
day in 2019 to 94 minutes per day in 2020. This shows that
0% - the new users of gaming are slightly lighter users,
particularly driven by older consumers (index 86 and 85
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a means of escapism from the constant realities of the

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virus as well as time-filling entertainment.

Source: LIVE Panel 2020 2019 2020 YOY Change

14
 More Mindful And
Controlled Purchase
Behaviour
Consumers are now more mindful of
how and where their money is being
spent (70% agree), focusing on the
essentials versus the frivolous and
adopting a thrifty, self-sufficient
mindset.
The dramatic change that consumers have already
seen to their lives and the virus’ potential future impact
– physically, financially, economically, health concerns,
and more – has also led to a significant shift in
purchasing habits and attitudes.
Covid-19 has driven consumers to be more mindful of
how and where their money is being spent – reflecting
on what is essential and what is frivolous. Globally, 70%
have said they are now more careful about how they
spend their money, rising to 90% of the Distressed
group, 83% within the markets with high cases and high
stringency, and slightly more likely for parents. Also, we
see a similar response across all income bands which
would suggest this is a fundamental shift in mindset
across the population.
Consumers are taking control of their own
personal financial situations to navigate their
way through the pandemic and beyond –
adopting a thrifty and self-sufficient mindset.
Globally, 85% have actively made some form of
change to their financial behaviour.
In terms of specific activities, the most common
are those that have an immediate financial
benefit and are of no detriment to future
finances. Some 49% are now actively waiting for
products to be on promotion, discount or sale -
39% are actively cutting back on the day to day
things they buy and 36% are delaying big
purchases.
Following this we saw that people are using
savings (27%), reducing regular financial
commitments (24%), looking for flexible payment
options (20%), putting more purchases on credit
cards (18%) and taking out a loan (11%).
15
 More Mindful And
Controlled Purchase
Behaviour

Consumers are now more mindful of “I'm more careful how I’m spending my money”
how and where their money is being % Agree
spent (70% agree), focusing on the
essentials versus the frivolous and 90%

adopting a thrifty, self-sufficient 83%

77%
mindset. 72% 71%
73% 72% 72%
76%
74%
72% 71%
74%
76%
70% 69% 69% 69%
66% 66%
63% 62%
60% 60% 61%
Globally, 70% have said they are now more careful 56%
about how they spend their money. Consumers are
48%
taking control of their own personal financial
situations to navigate their way through the
pandemic and beyond – adopting a thrifty and self-
sufficient mindset. Globally, 85% have actively made
some form of change to their financial behaviour.

In terms of specific activities, the most common are

those that have an immediate financial benefit and
are of no detriment to future finances. Some 49% are
now actively waiting for products to be on promotion,

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-5

M mp re
-2
al

RA N

SS
TIC
en

/
S
p

te i ng

HC C /

/
o g
m

/
M

ur y n
To

re i th fre sin

er i ld
discount or sale - 39% are actively cutting back on

ild
18

M
i th ng u

C
C
EP

M
T

H
at t
Pa t w i ld ng

SC
e
the day to day things they buy and 36% are delaying

n c h ou

E
d
Y
big purchases. Following this we saw that people are

nt y
using savings (27%), reducing regular financial

re
commitments (24%), looking for flexible payment

Pa
options (20%), putting more purchases on credit LC = low cases LS = low stringency
cards (18%) and taking out a loan (11%). MC = medium cases MS = medium stringency

Source: LIVE Panel 2020

HC = high cases HS = high stringency

16
 More Mindful And
Controlled Purchase
Behaviour

Number Of Actions Taken

Versus Type Of Action Taken
Unsurprisingly, the mean number of
actions people take across our
10 0% 30 % markets is highly correlated (r = 0.77)
with the mean level of anxiety felt
9 0%
25% (as measured by the strength of
24% 25%
25 % agreement to an array of attitudinal
8 0%
questions). Furthermore, a hierarchy
70 % of actions exists in that the more
20 %
actions people take, the more severe
6 0% ones come into the mix.

5 0% 13% 15 %
For those who only took one action,
4 0%
the most common was to wait for
items to be on promotion (33%).
10 %
30 % For those who took two-four actions,
7%
cutting back on day-to-day
20 %
5%
purchases and delaying big ones
3%
becomes more prominent, while the
10 %
1% more severe actions only really
1% 0%
0% 0%
come into play as the number of
1 2 3 4 5 6 7 8 9 actions taken goes over five.

Sha re of respond ents Wait for prod ucts to be on p romotion , di scou nt, sale
Cut b ack on th e da y-to-d ay thin gs you b uy Delay b ig purcha ses
Use you r sa vings Red uce reg ular fin ancia l co mmitments
Loo k for flex ibl e p ayment o ptions Put mo re purch ases on cred it ca rd s
Take out a l oan Ask for a paymen t holi day

Source: LIVE Panel 2020 17

A New Focus
On Health
And Local Community

An accelerated focus on A Love For Local

The pandemic has had an affect across every part of
value, health and local as a the economy, but the impact on small local
result of the pandemic and businesses with tight margins and limited cashflow is
changed consumer values particularly strong.

and attitudes. With the restrictions on movement during market

lockdowns, consumers have rediscovered a love for
We have also observed two key trends local and perhaps a renewed pride and appreciation
that have been accelerated as a result of for the role that local businesses have in shaping the
the pandemic – a focus on health and a personality of communities. Some 60% state they are
love for local. using more local shops and services, with 63% saying
that supporting their community is more important
now than before the crisis began.
Focus On Health And Wellness
Here we see two components at play – a focus
on immediate prevention as well as future
health. As previously mentioned, given Covid-19’s
contagiousness as well as government advice
across the globe, 85% are more careful about
hygiene than ever before. Furthermore, 44% say
that they are exercising more.

In addition, we have observed growth in the

health supplement market to improve overall
fitness - +56% purchasing fortnightly (18%-28%)
and +31% purchasing monthly (35%-46%). This
trend is particularly notable in younger
consumers, parents and those in the highest
impacted markets.
18
 Needs And Health Are
The Drivers Of Purchase

Covid-19 has driven an active re-evaluation of

Actual Percentage Change needs and behaviours, a change to existing habits
In Purchasing YOY and routines, and a renewed focus on in-home and
2020 % Bought
health essentials, leading to some big shifts in
Last 3
months purchasing behaviour.
Health Supplements 8% 60%
The circumstances surrounding Covid-19 have also led to some big
shifts in category and brand purchasing behaviour primarily driven by
Household Products 1% 89%
two key needs: essential products for in the home and personal health
products.
Personal Care 0% 86%
The biggest winner is the health supplement category which has
60% purchasing in the last three months in 2020 (versus 53% in 2019).
Cosmetics 0% 60%
Supplements allow people to take some control of their health and
wellness by building their immunity to keep themselves healthy,
Soft Drink / Non-Alcoholic Drink -1% 84% further evidencing the personal health trend previously discussed.

71% The category showing the largest YOY decline, albeit by only a small
OTC -1%
amount, is the sweets and snacks market. With populations
spending more time in the home, there is less opportunity for on-
Ready Meals, Cooking Sauces* -2% 82% the-go impulse snacking, driving the decline.

Sweets & Snacks 89% Most other high/medium purchase cycle categories are staple
-5%
household products and have thus been resilient to any potential
impact from Covid-19.

An exception to this rule is cosmetics, which is static YOY, despite

Actual % Change
people spending more time in the home nowadays. With many
frivolous purchases put on hold, perhaps this category is deemed as
an affordable luxury in these turbulent times, while also allowing
* and Condiments 2020 19
Source: LIVE Panel 2020 people to retain some element of their ‘normal’ self.
 Needs And Health Are
The Drivers Of Purchase

However, categories with long purchase cycles have Actual Percentage Change
seen some of the largest impacts from Covid-19. In Purchasing YOY 2020 % Bought
Here, we have taken a cross section of categories
Last Last 3
and looked at the YOY changes for both purchases Year months
within a three-month period and within a year.
17%
Digital TV Subscription 51% 31%
20%
The biggest winner is digital TV subscriptions, such as 14%
Video Console/Games 39% 23%
Netflix and Amazon Prime. This is entirely aligned with 17%
the previous data we have discussed about the 6%
Household Electrical 49% 21%
growth of this category due to the need for increased 8%

in-home entertainment content. Desktop/Laptop Tablet

6%
40% 15%
8%
6%
The second largest winner is video games and Personal Electrical 59% 29%
5%
consoles. Again, this is aligned to the growth in
2%
gaming we have previously discussed. Mobile/Smartphone 2%
57% 19%

1%
Furthermore, Covid-19 also has the potential to Children's Toys -1%
50% 33%

disrupt purchases within categories and drive the -2%

Jewellery -2%
40% 17%
uptake of new brands long term. It is well evidenced
that consumers are much more likely to change their Clothing & Fashion
-9%
89% 64%
-3%
purchase habits and try new products when they
-14%
undergo disruption to their normal lives – firstly Airline Ticket 46% 10%
-3%
because it causes an active re-evaluation of needs
-15%
and behaviours (which previously were mostly Hotel -4%
56% 16%
instinctive) and secondly, because it forces a change -6%
Sportswear 66% 36%
to existing habits and routines. These two elements -5%
combine to drive new behaviours, which may
become habits over time and therefore last long-
term.
Annual YOY Actual % Change 3-monthly YOY Actual % Change
20
Source: LIVE Panel 2020
 Final Thoughts

Covid-19 has been a true game changer in

terms of media consumption habits and
purchasing behaviour, both accelerating Health & Safety Local

existing trends and forcing new behaviours

for many people.

Higher Anxiety
Tense Distressed
Values have been rewritten, technology and digital have
26% 26%
become ever more pivotal to existence and been adopted
by new (previously sceptical or technically challenged)
audiences. Normal life as we knew it has changed forever.
In this new world, consumers will hold businesses and brands
to higher standards across a combination of factors: empathy,
honesty and transparency, being socially conscious, being
personal and personable, and ensuring communication is Secure Proactive
centred on local, health and safety, and value/affordability. 31% 17%
However, the relative focus of messaging will vary depending

Lower Anxiety
on the consumer group and whether the main driver of
behaviour is anxiety-led or finance-led.

Those that succeed in meeting these tougher criteria will Value /

command consumer loyalty now and into the future. It is Affordability
therefore imperative for businesses and brands to really
understand the evolution of consumer needs across different Lower Financial Response Higher Financial Response
attitudinal groups and markets. It is essential to be fully
cognisant of the role brands and products can play in
delivering the most appropriate and timely communication
and messaging, ultimately ensuring brand survival and growth
into the future.
Source: LIVE Panel 2020 21
Thank you.

Contact
Ramona Daniel
Research Director
ramona.daniel@groupm.tech