COVID19 INSIGHT

CHANGING BEHAVIOUR IN CHALLENGING TIMES

EVERYTHING IS CHANGING, BUT PEOPLE ARE RESILIENT & ADAPTING…BRANDS SHOULD BE DOING THE SAME.
 
 

CHANGING BEHAVIOUR & ATTITUDES

NEW ROUTINES & RESILIENCE: 90% of people have changed their behaviour in some way but for many their working routines remain unchanged. 93% are feeling OK about their ability to create a new daily routine

POSITIVITY OUTWEIGHS PESSIMISM: ¼ are feeling pessimistic so the majority of people are feeling relatively positive about the situation.

THE NEW BUSY: 70% of respondents said that they have had to cancel something significant mostly social, holiday and travel plans. With more time on their hands, they are taking walks, spring cleaning, gardening and doing DIY.

CHANGING CONSUMPTION

SNACKING FRENZY: 18% are snacking more and 13% are eating more takeaways

FUNCTION OVER FUN: There is an increase in functional in-home buying such as gardening, hobby-related, electrical & DIY products

A NEW SENSE OF COMMUNITY: 1 in 5 are helping others with groceries and 1 in 10 have joined a community support initiative

NEW ROUTINES, NEW MEDIA BEHAVIOUR

MORE RADIO LISTENING: 17% are listening to more radio with 83% saying it keeps them informed

MORE SMARTSPEAKER LISTENING: People are using connected devices such as smart speakers 15% more to listen to radio

MORE MAGAZINE READING: 6% are reading more magazines in key categories such as special interest, music/film, TV listings and women’s lifestyle

HOW BAUER MEDIA IS RESPONDING

Whether its radio stations are being broadcast from home, Country Walking’s #Walk1000Miles campaign producing guides on walking safely during crisis, Empire launching an initiative to help save our favourite cinemas or Mother & Baby providing tips on working at home with a toddler, Bauer brands are adapting to continue to provide useful content to our loyal listeners and readers.

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