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Coronavirus: the impact on consumers as we enter a transitory phase
Wave 3
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Katie GilsenanConsumer Insights Manager
Virna SekujStrategic Insights Manager
Coronavirus research hubglobalwebindex.com/coronavirus
Submit your questions
Talking points
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Introduction 04
Where are we at now?09
Financial consciousness11
Safety first17
A heightened demand for convenience25
Key takeaways32
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Who is GlobalWebIndex?
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Leading provider of
consumer insights, and
home of the world’s
largest study on the
digital consumer.
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GlobalWebIndex
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46Countries
550k +Interviews per
year
22M+
Panelists
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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
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Methodology
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Global markets
Australia, Brazil, Canada, China,
France, Germany, India, Ireland,
Italy, Japan, New Zealand,
Philippines, Singapore, South
Africa, Spain, UK, and the U.S
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16-64
15,275 April 22- April 27Fieldwork dates
Respondents surveyed
Year old internet users
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Where are we at now?
Phases of consumer reality in the COVID-19 wave
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Financial consciousness
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Consumers becoming aware of full financial impact
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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
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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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2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
% 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
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% who have delayed
the following
purchases and will
prioritize them after
the outbreak
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
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…
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% who say the following
will influence which
brands/companies they
buy from after the
outbreak
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
Consumers in China are
23% more likelyto buy from brands that helped
people during the outbreak
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Safety first
Many consumers are not in a rush to goback to public places
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*Indoor venues such as sports arenas, concert halls, cinema complexes etc. | **Outdoor venues such as sports stadiums, music festivals etc.
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
% 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
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% 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
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
Out-of-home leisure activities might see a more long-term reduction – but there’s big market differences
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% 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
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
Travel purchases continue to be the most delayed category, and it’s rising over time
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% 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
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% 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
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% 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%
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
Future travel centered on staying local, emphasizing the importance of safety
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% 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
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
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A heightened demandfor convenience
Increase in buying for home delivery expected to long outlast the pandemic
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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
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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
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
The work-from-home revolution in full swing, especially for certain industries and roles
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% of people who plan to work from home more frequently post-crisis:
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
Home delivery apps will continue to offer convenience and choice, cater to specialty audiences
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Brazil
South Africa
China
India
Philippines
Food delivery increase led by emerging markets:
2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
In-home entertainment might last among key audiences
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2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
For parents with kids, technology has made facilitated convenience in even more compelling, lasting ways
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2020 GlobalWebIndex | Source: GlobalWebIndex Coronavirus Study, April 22-April 27 Base: 15,275 internet users aged 16-64 in 17 global markets
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Key takeaways
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Key Insights
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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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What’s next from GWI
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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
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