CHANGING BEHAVIOUR DURING LOCKDOWN

Lockdown has changed the rules for brands and advertisers, so how your brand chooses to behave during this crisis could have a lasting effect on its brand health.

It is more critical than ever for brands to find the right tone to communicate safely and effectively as consumers become increasingly judgemental and open to brand swtiching. 

Continued, positive engagement with locked down audiences is important but getting the TONE of those communications right is vital if you want to leave the consumer with the right FEELING.

MAGAZINES & RADIO: VITAL LOCKDOWN COMPANIONS

Throughout lockdown people are listening & reading more 
25% are listening to more radio(+8%) - "Thank God for Absolute radio - a huge help keeping me company  & making me laugh"
13% have read a magazine (+7%) - "Difficult not being able to see family, but Yours mag keeps me company"
 
Changing shape of media consumption
88%
have been listening to radio
70% are reading more magazines
68% have been listening to streamed music
46% listened to a podcast
38% more people are listening via connected devices
 
Below are the top five pieces of content consumed in magazines and radio. 

TOP 5 MAGAZINE

  1. Film recommendations
  2. TV show recommendations
  3. Music recommendations
  4. Puzzles & quizzes
  5. Easy recipes

TOP 5 RADIO CONTENT

  1. Music
  2. UK News
  3. Local news
  4. World news
  5. Presenters & chat
 

NEW ROUTNES, NEW BUYING BEHAVIOUR

Seven weeks into lockdown, we are seeing a variety of shifts in the way that people are deciding what to buy. 

 

INCREASED COMFORT BUYING

Reasons for spending money has changed. 44% of people are making non-essential purchases to keep themselves and their locked-down companions entertained & rewarded and to ease their way through these difficult times.

 

THE SHIFT IN INFLUENCE ON PURCHASING DECISIONS 

Price, quality & value are still important but now other factors are increasingly influencing buying decisions. Below are the top 6 factors that have shifted on influencing purchasing decisions. 
 
41% Availability 
31% Trust in supplier 
30% Distributed from the UK
28% From somewhere local
28% Free delivery 
26% Speed of delivery 
 
 

THE UNLOCKED OUTLOOK

Lockdown has given people time to reassess and re-evaluate what is important to them and this will have implications for the furture of their work & home life and their shopping behaviour. Many have picked up new habits that they will take with them into the world after lockdown. 

They are looking forward to getting back to the people and things that they love when they are finally allowed out of their homes, whether that is hugging their loved ones, nat having to queue to shop, having a holiday or simply a haircut. 

 

If you’d like more information on this research or to see the full report contact your Bauer representative or email advertising@bauermedia.co.uk