Life after Lockdown – Ready to Reconnect - Mail Online

Life after Lockdown – Ready to ReconnectHow do readers feel about the easing of lockdown and which activities are they looking forward to partaking in?Matters Community March 2021

Governments throughout the UK have now announced their “proposed” plans for the easing of lockdown and the steady

return to normal life. With these timelines now in place we wanted to hear what our readers think about them. We

asked members about two key themes:

Throughout the report, whenever ‘plan’ or ‘timeline’ is referred to it, the respondent

will have been thinking about their nations

CURRENT THOUGHTS

Objective:To understand readers’

views towards the easing of lockdown and any feelings this provokes

PREDICTED ACTIONS

Objective:To understand what readers are looking forward to most as restrictions ease and how

lifestyles may change

We wanted to understand readers’ views towards the easing of lockdown and any feelings this provokes,

with a key focus on the following:

1. Do readers agree with the pace of proposed exit plans?

2. How are readers feeling about coming out of lockdown?

3. What, if any, are the main concerns for leaving lockdown?

Current Thoughts

Easing of Lockdown

Source: Life after Lockdown – March 2021Base: All MMM readers (453) / All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)

Arrow denote significance at 95% confidence rate

Q: We would like to know what you think about the proposed pace of lockdown easing. On balance do you think it is…? / To what extent do you trust that the Government will not allow businesses to open until it is safe to do so?

think that the proposed timeline and pace of easing lockdown is right

2 IN 3 AGREE WITH THE PLAN FOR EASING LOCKDOWNReaders also trust that the Government will postpone openings for

safety reasons should it be necessary

Trust in Government Plan

68%

trust that the Government won’t allow businesses to open until it is safe to do so

18-34 - 61%35-54 - 59%55+ - 78%

65%


Q: Which, if any, of the following words or phrases would you use to describe how you feel about the easing of lockdown measures?

3 IN 5 READERS FEEL CAUTIOUS ABOUT LOCKDOWN EASING, Caution is the main feeling felt by readers and is more prevalent in older audiences, this is followed by a mixture of happiness and apprehension

57%

39%

34%

Source: Life after Lockdown – March 2021Base: All MMM readers (453) / All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)

18-34 - 45%35-54 - 58%55+ - 63%

18-34 - 30%35-54 - 42%55+ - 40%

Excited about Lockdown EasingBy age

Source: Life after Lockdown – March 2021Base: All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195) / All MMM readers by gender; Men (210), Women (243)


Q: Which, if any, of the following words or phrases would you use to describe how you feel about the easing of lockdown measures? [Excited]

18-34s AND MEN MORE EXCITED ABOUT LOCKDOWN EASINGOver 2 in 5 18-34s are excited about getting out of lockdown, significantly higher

than any other age group, and men are more excited than women

Excited about Lockdown EasingBy Gender

18-34 - 43%35-54 - 29%55+ - 23%

Men - 33%Women - 27%

Source: Life after Lockdown – March 2021Base: All MMM readers (453)

Q: What are you least looking forward to doing once lockdown measures are eased?

READERS WORRY THAT EASING RULES COULD SET US BACK Any easing of rules could see a surge in virus cases or see some individuals

relaxing the restrictions more than allowed, both potentially resulting in lockdown

Any loosening of restrictions could potentially bring an unexpected surge in COVID-19 cases…

…which could eventuate in another lockdown

Some members of the population may take advantage of the loosening restrictions…

…which could eventuate in another lockdown

“[I’m least looking forward to] the potential for cases/deaths to rise again, resulting in the re-introduction of measures.”

18-34 year old, Female

1 2

“[I’m least looking forward to] it [easing lockdown] being too rushed and we end up going backwards again and potentially stricter

measures again.”35-54 year old, Female

“[I’m worried] that we might go back into lockdown.”55+ year old, Female

“[I’m least looking forward to] people being silly and not observing distancing.”


“[I’m least looking forward to] people going mad and ruining it for everyone.”35-54 year old, Female

“[I’m least looking forward to] being in the company or just close to people who have not taken any notice of the advice given

by the authorities.”55+ year old, Male

We wanted to understand what readers are looking forward to most as restrictions ease and how lifestyles

may change, with a key focus on the following:

1. What are readers looking forward to doing after lockdown?

2. Is there anything that readers will miss about lockdown?

3. How, if at all, has isolation changed readers behaviours?

Predicted Actions

Feelings towards Easing Lockdown


Q: Please state your level of agreement or disagreement with each of the following statements. / What are you most looking forward to doing once lockdown measures are eased?

SIMPLE & NEW OPPORTUNITIES WILL BE MORE APPRECIATEDLockdown has highlighted that simple things shouldn’t be taken for granted,

mainly seeing friends/family, physical contact with others and freedom

41% 36% 28%

24%16%

12%

65%

52%40%

I think I appreciate thesimple things more than I

did previously

I can’t wait to let off a bit of steam

It is more important thanever that I invest in new

experiences

Tend to agree

Strongly agree

Seeing friends and family

Physical contact with others

Freedom of space and time

“Seeing my friends and family and letting them meet my son.”


“Seeing my friends and being able to hug and kiss them.”

35-54 year old, Male

“Creating memories and having new experiences [with] friends.”


“Seeing friends and family in any environment.”


“Seeing and hugging my grandchildren.”

55+ year old, Female

“Being spontaneous and going to a few pubs...”


“Seeing family and friends without restrictions.”


“Getting out…in an atmosphere of less worry about contact.”

55+ year old, Male

“Just to go anywhere my mood takes me.”

55+ year old, Male

57% long for contact with others more than ever

Activities Looking Forward To

Q: How would you describe your current attitude to each of the following activities? [Looking forward to]Source: Life after Lockdown – March 2021Rebase: All MMM readers (453)

10

73%Visiting beauty spots

65%Getting a hair cut

65%Going to cafés

64%Going to restaurants

63%Going on holiday in the UK

1 2 2 4 5

49%Going on holiday abroad

49%Going to theatre/concerts

48%Going to the pub

47%Hosting parties at home

37%Going to the library

6 6 8 9

ACTIVITIES MOST LOOKED FORWARD EMBRACE SIMPLICITYThe activities readers are most looking forward to are exploring local environments, getting a hair cut and going to cafés and restaurants

76% 76% 75%72% 70%

66% 66% 64% 63%60%

50% 50% 49%

63%

73%68%

63%

55%50% 52%

55%

48%

35%30%

40%

26%

60%

71%

56%59%

69%

36% 38% 36% 38%

21%

14%

28%

13%

18-34 35-54 55+

Feelings towards Easing LockdownBy age - Any Agree

70%64%

52%

63%58%

43%

64%

41%

31%


did previously



experiences

18-34 35-54 55+

Q: Please state your level of agreement or disagreement with each of the following statements. [Any agree] / How would you describe your current attitude to each of the following activities? [Looking forward too]


Source: Life after Lockdown – March 2021Base: All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)

Activities Looking Forward To By age

Going to cafés

Visiting beauty spots

Going to restaurants

Going on holiday in

the UK

Getting a hair cut

Going to the pub

Going to theatres/concerts

Going on holiday abroad

Hosting parties at

home

Going to gym/

exercising

Going to the library

Watching live sports in-person

Playing sport

18-34s ARE MORE KEEN TO LET OFF STEAMThey are also significantly more likely to invest in new experiences and embrace

other activities such as going to the pub and hosting parties

+186%

+257% +277%

+83%

61%55%

39%

68%

49%41%


did previously



experiences

Men Women

Q: Please state your level of agreement or disagreement with each of the following statements. / How would you describe your current attitude to each of the following activities? [Looking forward too]


Source: Life after Lockdown – March 2021Base: All MMM readers by gender; Men (210), Women (243)

Feelings towards Easing LockdownBy gender - Any Agree

72% 70% 70% 68%

60% 59%56% 55% 53%

40% 40% 39% 39%

74%

60% 58%61%

40%

70%

43% 42% 42%

30%

16% 15%

36%

Men Women

Activities Looking Forward To By gender

Visiting beauty spots

Going to cafés

Going on holiday in

the UK

Going to restaurants

Going on holiday abroad

Getting a hair cut

Going to theatres/concerts

Going to the pub

Hosting parties at

home

Going to gym/

exercising

Playing sportWatching live sports in-person

Going to the library

MEN ARE MOST EXCITED ABOUT ‘NORMAL’ ACTIVITES Besides visiting beauty spots and getting a hair cut, men drive excitement for all activity returns, with holidays abroad and sport being notably of more interest

+33%+150% +160%

+50%

18-34 - 53%35-54 - 32%55+ - 33%

27% 27% 26%

16% 11% 11%

43%38% 37%

I will visit the high streetless than I did previously

Most of my spending ongoods and services will

be online post lockdown

Cash is less important tome

Tend to agree

Strongly agree

Source: Life after Lockdown – March 2021 / MMM Community Poll – February 2021Base: All MMM readers (453) / All MMM readers (140)


Q: Please indicate your level of agreement or disagreement with each of the following statements. / As lockdown restrictions are eased what are you most looking forward to doing?

Shopping for Leisure - Interest Activities Looking Forward To -Shopping for Leisure

Shopping for Leisure - How

1 in 2say that shopping for leisure is

important to them

24%

are looking forward to shopping for leisure when restrictions ease

18-34 - 56%35-54 - 41%55+ - 53%

18-34 - 42%35-54 - 47%55+ - 39%

18-34 - 45%35-54 - 43%55+ - 30%

SHOPPING IMPORTANT BUT HIGH STREET UNDER THREAT1 in 2 say shopping for leisure is important to them but high street is under threat

post-lockdown as consumers are more comfortable shopping online



Q: Please state your level of agreement or disagreement with each of the following statements. / What are you least looking forward to doing once lockdown measures are eased?

1 IN 3 WANT ASPECTS OF LOCKDOWN LIFE TO CONTINUEThere are four results of lockdown which readers would like to continue as things open up; less crowding, working from home and less hectic lifestyles

Feelings towards Easing Lockdown

23%

11%

34%

I enjoy my life as it is at the moment and won’t be returning to all of my pre-lockdown routines

Tend to agree

Strongly agree

Overcrowding in Shops Overcrowding on Public Transport

“Fighting crowds in shops.”35-54 year old, Male

“Still cautious about things and mainly getting back onto busy public transport.”


“I am least looking forward to the overcrowding in retail and leisure areas...”


“Not looking forward to the increase in traffic and public transport passengers.”


Return to The Office Return to ‘Busy’ Lifestyles

“Going back to the office to work.”18-34 year old, Female

“Back to the fast pace of ‘normal life’.”35-54 year old, Female

“Going back to work in the office all the time.”35-54 year old, Male

“The…hustle and bustle of daily life. I have enjoyed the relative quietness...”

55+ year old, Male


Q: Please indicate your level of agreement or disagreement with each of the following statements.

READERS ARE MORE COMFORTABLE IN THEIR SUROUNDINGS1 in 2 enjoy their home more than before the pandemic and

over 1 in 3 enjoy their own company more

Enjoyment of Being at Home vs Pre-Lockdown

enjoy their own home more than they have done previously

Enjoyment of Being by Oneself vs Pre-Lockdown

38%

are more comfortable spending time alone than they have done previously

18-34 - 43%35-54 - 42%55+ - 32%

48% 18-34 - 53%35-54 - 46%55+ - 47%

2 in 3hope to better appreciate the

simple things after lockdown

Cautionis the main feeling when it comes to potential lifting of

restrictions

1 in 3agree with

proposed plans to ease

lockdowns

18-34sare most excited

to get back to the ‘normal’

activities

1 in 3enjoy aspects of their current life more than they

did pre-lockdown

EXECUTIVE SUMMARY

Life after Lockdown:Methodology

S u r v e y : 5 min online survey Readers recruited through Matters Community

F i e l d w o r k : 28th February – 4th March453 respondents

S a m p l e :Data weighted to be representative by age and gender of MMM daily readership

A n a l y s i s :We have analysed the data at a total level as well as delving into key demographic groups

For more informationplease contact:

[email protected]

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Life after Lockdown – Ready to Reconnect - Mail Online