Coronavirus: the impact · product online recently, home delivery is still the #1 at 29% Convenience a big driver among the premium shopper: 47% of brand conscious consumers will

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Coronavirus: the impact on consumers as we enter a transitory phase

Wave 3

2020 GlobalWebIndex 2

C O R O N A V I R U S : T H E I M P A C T O N C O N S U M E R S | W A V E 3

Katie GilsenanConsumer Insights Manager

Virna SekujStrategic Insights Manager

Coronavirus research hubglobalwebindex.com/coronavirus

Submit your questions

[email protected]

Talking points



Introduction 04

Where are we at now?09

Financial consciousness11

Safety first17

A heightened demand for convenience25

Key takeaways32



Who is GlobalWebIndex?


Leading provider of

consumer insights, and

home of the world’s

largest study on the

digital consumer.


GlobalWebIndex

6


46Countries

550k +Interviews per

year

22M+

Panelists

2020 GlobalWebIndex

40,000 + datapoints, 360 degree view of digital life

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Apps & social media

Attitudes & lifestyle

BrandDemographics

Commerce Marketingtouchpoints

Mediaconsumption

Online activities& behaviors

Segmentations

Device ownership& access

2020 GlobalWebIndex

Methodology

8


Global markets

Australia, Brazil, Canada, China,

France, Germany, India, Ireland,

Italy, Japan, New Zealand,

Philippines, Singapore, South

Africa, Spain, UK, and the U.S

17

16-64

15,275 April 22- April 27Fieldwork dates

Respondents surveyed

Year old internet users

2020 GlobalWebIndex



Where are we at now?

Phases of consumer reality in the COVID-19 wave



11


Financial consciousness

2020 GlobalWebIndex

Consumers becoming aware of full financial impact

12


2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Studies, March 16-20, March 31-April 2, and April 22-April 27 Base: 12,845 internet users aged 16-64 in 13 global markets, 15,079 internet users aged 16-64 in 17 global markets, and 15,275 internet users aged 16-64 in 17 global markets

% who expect the COVID-19 outbreak to have a big/dramatic impact on the following

Revenge spending might be some time away

13


81%Approve of brands

running promotions/

offers/loyalty perks

2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets

% who will do the

following after the

coronavirus outbreak

Not just big-ticket purchases getting delayed

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% who have delayed

the following

purchases due to the

coronavirus outbreak

4 in 10Consumers delaying

luxury purchases would

wait for promotions/

offers to make them

Electronics high on the agenda when spending comes back

15


% who have delayed

the following

purchases and will

prioritize them after

the outbreak


54%Smartphone

53%Clothes

51%Home devices/appliances

46%Personal electronics

45%Insurance

45%Vacations/trips

42%Car/vehicle

35%Home furnishing

28%Smart devices

25%Flights

22%Luxury items

Making a list, checking it twice…

16


% who say the following

will influence which

brands/companies they

buy from after the

outbreak


Consumers in China are

23% more likelyto buy from brands that helped

people during the outbreak



Safety first

Many consumers are not in a rush to goback to public places

18


*Indoor venues such as sports arenas, concert halls, cinema complexes etc. | **Outdoor venues such as sports stadiums, music festivals etc.


% who say that, once they re-open, they will start visiting shops/indoor venues/outdoor venues within the following time-period

Indoor venues reaches 60% or

higher in 10 markets for those

who say they will wait for

some/quite a long time

Peaks in China with 71% saying

they’ll wait to visit indoor venues,

and only drops to 48% in Australia

Gen Z are more inclined to say

they’ll return to shops

immediately/quickly than older

generations

But the desire to return to shops varies notably by market

19


% who say that, once they re-open, they will start visiting shops within the following time-period

Canada, France, and New

Zealand are pretty much neck-

and-neck for consumers wanting to

return to shops quickly vs. those

who want to wait

Even in markets like China that has

been slowly transitioning, more

than half would prefer to wait to

visit shops

In the U.S., 39% say they’ll wait

some/long time while 33% say

they’ll visit very/quite quickly


Out-of-home leisure activities might see a more long-term reduction – but there’s big market differences

20


% who expect to do the following after the outbreak is over Eat at restaurants less often

+ India 54%

- Japan 16%

- France 19%

Eat at fast-food outlets less often

+ Philippines 54%

- Japan 9%

- Australia 17%

Japan, Australia, France, and

Germany most inclined to select

“none of the above” – reaching

75% in Japan


Travel purchases continue to be the most delayed category, and it’s rising over time

21


% who say they’ve delayed purchasing vacations/trips as a result of the coronavirus/COVID-19 outbreak

2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Studies, March 16-20, March 31-April 2, and April 22-April 27 Base: 12,845 internet users aged 16-64 in 13 global markets, 15,079 internet users aged 16-64 in 17 global markets, and 15,275 internet users aged 16-64 in 17 global markets

Vacations are a priority purchase for consumers

22


% of internet users who will prioritize purchasing the following…

2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets and 7,364 vacation delayers aged 16-64 in 17 global markets

13%Smartphone

17%Clothes

12%Home devices/appliances

11%Personal electronics

23%Vacations/trips

45%of vacation delayers who will prioritize purchasing vacations/trips

Not so clear cut though – safety is front-of-mind

23


% who say the following would give them confidence to start traveling again

Safety is the top choice

across all generations,

peaking at 65% for

boomers

Travel advice from government spikes to around

40% in markets like Singapore, Australia, India

and the UK – drops to a low of 11% in Italy

Among vacation

delayers, safety concerns

increases to 65%


Future travel centered on staying local, emphasizing the importance of safety

24


% who say they expect to do the following after the outbreak is over

Having more staycations/local

trips peaks in China at 41%, as

does more domestic trips – we

see evidence of this in external

research

Higher income earners almost

2x as likely as lower earners to

say they’ll take more domestic

vacations

We see a tendency for

consumers to see the situation

in their country as better, and

safer, than the global picture




A heightened demandfor convenience

Increase in buying for home delivery expected to long outlast the pandemic

26


Even for those who had NOT purchased a product online recently, home delivery is still the #1 at 29%

Convenience a big driver among the premium shopper:

47% of brand conscious consumers will buy things onlinefor home delivery

Perhaps surprisingly, it’s a big driver for the ”ethical” shopper as well:

45% of those who want brands to be eco-friendly

43% of those who want

brands to use local suppliers

47% of those who want brands to be socially responsible 2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets

% who say they expect to do the following after the outbreak is over

Convenience reshaping the future of exercise

27


Half Of people who regularly go to the gym (pre COVID-19) said they’re going to exercise at home more frequently post-COVID-19

The most committed gym goers

are a potential flight risk:

• People who go the gym “most

days” a week pre COVID 19 are

55% more likely than average

to say they’re going to cancel

their membership, and 39%

more likely than those

who go 2-3 times a week

• Streaming classes will make a

lasting impact on fitness culture

% of regular gym-goers who are planning to exercise at home more post COVID-19


The work-from-home revolution in full swing, especially for certain industries and roles

28


% of people who plan to work from home more frequently post-crisis:


Home delivery apps will continue to offer convenience and choice, cater to specialty audiences

29


Brazil

South Africa

China

India

Philippines

Food delivery increase led by emerging markets:


In-home entertainment might last among key audiences

30



For parents with kids, technology has made facilitated convenience in even more compelling, lasting ways

31



32


Key takeaways

2020 GlobalWebIndex

Key Insights

33


Consumers are becoming more

and more aware – and concerned

– about the personal financial

impact, and this is casting a

shadow of financial

conservativism over all types of

purchases.

But cost isn’t the only factor

when evaluating brands to buy

during and post-crisis; social

good is important, and

consumers are nearly as likely to

want to buy from brands that

have helped people during the

outbreak as those with good

product availability.

Safety is paramount when

deciding when to re-enter public

life, more so than government

recommendations – meaning that

industries wanting footfall to

increase post-crisis will need to

get serious, and vocal, about

their sanitation and distancing

measures.

Travel might be the hardest hit

industry, but it has the potential

to bounce back rapidly once

restrictions and safety issues lift,

as consumers desperately want

to purchase vacations over other

delayed products.

Convenience has become a way

of life and will have lasting

impacts across industries like

food/restaurants, entertainment,

work, education, and exercise.

Technology has facilitated this in

ways that caters to and appeals

to even the most particular

audiences – those with specialty

food preferences, parents of

young kids, and more premium

shoppers – solidifying its lasting

power.

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2020 GlobalWebIndex

Find out more

2020 GlobalWebIndex

Submit your questions

[email protected]

Coronavirus research hub

globalwebindex.com/coronavirus


What’s next from GWI



Some questions repeated for trending. Some new questions to cover further topics, especially around how

people intend to behave post-outbreak.

Fourth and fifth waves of international recontact research, in 17 markets

Late May, Mid June – more details to come

Ways to help

Feeding America

feedingamerica.org

Buy the NHS a pint!

gipsyhillbrew.com/product/buy-the-nhs-a-pint

Heart to Heart International

hearttoheart.org/covid-19-update

2020 GlobalWebIndex


Documents

Coronavirus: the impact · product online recently, home delivery is still the #1 at 29% Convenience a big driver among the premium shopper: 47% of brand conscious consumers will