How is the advertising industry changing in the time of Corona? And how do you best react to the new circumstances? Would it be better to initially reduce advertising measures or is now the time to be more present and respond to the current situation? In a representative online survey from 21st to 24th April, 500 people between the ages of 14 and 69 were interviewed on this topic in the fifth wave on behalf of Havas Media.
Media use finds a new standard in the crisis
Week 5 of the Corona Monitor shows a significant increase in media usage. However, compared to the last few weeks, this is largely declining for most channels. After the surge in the watching of movies over the Easter weekend, the interest in news is on the rise again.
In advertising, the motto is: Corona humour is popular. 44 percent think that advertising with a Corona reference can be quite humorous. For example, a poster advertisement for a juice manufacturer in Germany with the slogan, “We thank all those who can’t see this poster”, is very popular.
For singles: experiences instead of consumption
Singles feel particularly lonely in the current situation and fill silence with media. The higher media usage is particularly evident in radio (+17%), which is becoming a daily companion in the background. But also, time in front of the television (+15%) or online and on social media channels is going up (+8%).
26% of singles also use online dating portals in times of Corona – even if they appeal to their members to postpone the personal date for the time being and instead get to know each other virtually.
Fashion & food online shopping are profiting from the crisis.
There is no end in sight to the shopping mood. Online shopping has increased by 109% from week 1 to week 5. Food home delivery services, as a substitute for going to a restaurant has increased even more steeply by 154%.
Stay home improvements
The search for new furnishings and furniture for the home has increased by 46%. Even though many of those surveyed say they are postponing the purchase of electronic items for the time being, the need for information continues to rise, with a 53% increase compared to the second Corona Monitor Week.
Medicines are now available online
Both shopping habits for and getting information about medicines also changed. Tradtionally, German consumers buy their medicines from their local pharmacy; however the amount of medicines purchased from online –phramacies has increased by 127%; using the internet is now the first port of call. The number or people who go exclusively to the local pharmacy for their prescriptions has also decreased by 8%. During the time of Corona, 36% of the participants only bought their medicines online – an increase of 127%
Working from home – what happens after the crisis?
Working from home has reached its peak and with the first easing of restrictions, people are starting to return to the office. Working from home and post Corona times is dividing the German population; 35% would like to work from home more often, and just as many want a return to “normal” office conditions.
Eating out again? –Yes, but not at any cost
71% of those surveyed miss going out for a meal and can’t wait to visit their favourite restaurant again soon. However, 85% are looking to the future with caution. Two thirds of the participants will only be eating out again if the restaurant can guarantee there is enough distance between the tables for all customers to adhere to the social distancing guidelines.
Cleaning, Gardening and working up a sweat- new ways to wile away the time
Discussions dampen the joy of lifting restrictions
The wide coverage of discussions by both politicians and scientists is making the Germans uneasy. Although 46% are looking forward to a relaxing of the lockdown, a substantial part of the population (58%) are sceptical and want to contunue to stay at home. Ofcourse, this is a blow for smaller stores, which have been able to open since the 20th of April. Two-thirds of those asked were not planning to go shopping soon.
The complete results of the study can be found here (German only).