How is the advertising industry changing in times of Corona? And how do you best react to the new circumstances? Does it make sense to reduce the advertising measures at first or should one be more present right now and respond to the current situation? In a representative online survey from 5th to 7th May, 500 people between the ages of 14 and 69 were interviewed on this topic in the seventh wave on behalf of Havas Media.
Motion pictures instead of motion
After the long weekend, the use of TV, streaming and internet is on the rise again. Among young people the use of these medias is notably more intense: Streaming, Internet, social media and also gaming offer distractions; as a substitute for the cancelled weekend activities.
One fifth of those surveyed are currently on reduced working hours and use their spare time using media. 52 percent of the short-time workers surveyed have surfed the Internet and been active in social media significantly more in the last week. However, media use is not only more intensive during a shorter working week but is also used differently. 47% of the short-time workers surveyed say they currently watch more TV than usual. In addition, the media is much more important for half of the short-time workers today than before the crisis.
Drive-in cinemas are becoming increasingly popular
The increasing success of drive-in cinemas shows how creative ideas and solutions can prevail in times of a crisis. Besides, drive-in cinemas becoming arenas for concert fans, they are also being increasingly used for film lovers to enjoy a movie under a starry sky. The proportion of respondents who have been to drive-in cinemas in the last few weeks has risen by 70 percent in the last two weeks.
Online shopping still preferred to browsing the shops- despite a relaxation of lockdown measures
Virtual shopping remains important – even if Covid-19 restrictions are gradually being lifted and high-street retail is slowly but surely opening its doors again. The forecast has been at a consistently high level for weeks and 89 percent of those surveyed believe the importance of online shopping will continue to grow in the near future. Clothes shopping remains top of the list- both online and offline.
58 percent say so far, they have not gone shopping on the high-street and just under half (46%) do not plan to go shopping in stores within the next two weeks.
New normal situation in food retail
Shoppers are still showing restraint; but relaxation is in sight. Once again, Germans are going food shopping in supermarkets several times a week. The proportion of respondents who do their entire weekly shopping in one day also fell for the first time again by 11 percent to the level of week 3 – which, however, still means an increase of 58 percent compared to the “normal situation”.
Return to the office – slowly and with caution
The respondents are taking small steps to return to the office. Compared to last week, roughly every tenth respondent has swapped their home office for the office desk again. 24 percent have already returned to the office completely or at least partially.
Finally joy about relaxation
After initial scepticism, there is finally joy about the relaxation and everyone wants out. The percentage of respondents who are very sceptical about the relaxation and want to stay at home has fallen by 17 percent in the last two weeks after the first test phase.
Hope for holidays is on the rise
The Germans are world champions in travel; therefore, it is no surprise they are starting to believe they will be able to travel again soon. There is more optimism again, especially for travel within Germany. Last week, 41 percent of the holidaymakers surveyed were convinced the holiday they had already booked could not take place in Germany. Now it is only 27 percent.
The complete results of the study can be found here (German only).