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 eighth wave on behalf of Havas Media.
Binge-watching for the young and news for the old
Media are still very popular – consumption is still higher than before. Despite a stagnating need for information, news is still very popular, especially among older people. Younger people prefer series and shows, and 71% prefer to binge-watch several episodes in a row.
Return to the office not overnight
The majority of those surveyed are looking forward to getting back to the office desk after two months in the home office. 62% would voluntarily take the opportunity to return to the office. Around 80% think that working from home is just as good as working in the office. One in three is deterred by the use of public transport.
Corona relaxation? First to the hairdresser, then to the gym and then to the restaurant or café.
Many people disagree about the relaxation. But one thing is clear: First you have to go to the hairdresser. Already 15% have had a new haircut. In second place behind the new hairstyle is sport – but for the time being, outdoor. Only 26% are looking forward to training in the gym despite the limited range of offers, high hygiene requirements and bureaucratic procedures. Considering all areas affected by the relaxation, the anticipation of café and restaurant visits is greatest. What is astonishing, however, is that the proportion of those surveyed who refuse to visit the restaurant for the first time is almost as high as the proportion of those who can well imagine eating out over the next few weeks.
More visitors in stationary trade – despite compulsory masks
Slowly the population dares to go back into the shops. The proportion of respondents who have not been to a store since the openings fell from 63% in survey wave 6 to 47%.
Long distance travel – Hello Germany!
Germans are becoming increasingly pessimistic about long-distance travel: 75% assume that long-distance travel will not be possible for the time being. Also visiting EU countries by plane is viewed critically by 63%. On the other hand, around 50% firmly believe that their planned trip can take place within Germany.
Focus on the regional and the essential in life
The Corona crisis has made many people think and see some things differently than before. For those interviewed, it is clear that the virus will continue to accompany us and that politics can only partially prevent the economic slump. This uncertainty is putting the brakes on consumerism. As a result, Germans are now focusing locally rather than globally. Instead of global thinking in business, the focus is on neighbourhood help and support for small and medium-sized enterprises – especially in the region.
The complete results of the study can be found here (German only).