群邑-Covid-19：媒体和购买的游戏规则改变者报告（英文）-2020.11-22页_992kb

Summary of "Covid-19: A Game Changer For Media And Purchasing" (November 2020)

Core Content

The document presents an analysis of how the global pandemic has significantly altered consumer behavior in terms of media consumption and purchasing habits. It outlines the emotional and financial impact of the crisis, identifies four distinct consumer groups based on anxiety levels and financial responses, and highlights the shift in values and the increased reliance on digital platforms and local businesses.

---

Main Consumer Groups

Four groups of consumers were identified based on their anxiety levels and financial responses to the pandemic:

• Tense (26%): Older consumers and empty nesters, with a higher focus on health concerns than financial ones.
• Distressed (26%): High-income individuals with children, highly anxious and avoiding public spaces until a vaccine is available.
• Secure (31%): Lower-income, older, retired consumers with the least concerns about the health or financial impact of the pandemic.
• Proactive (17%): Slightly younger, lower-income consumers with an interest in education and finance, concerned about job prospects and future stability.

---

Key Consumer Trends

1. Craving Normalcy

• 77% of consumers globally are craving the return to a less anxious, "normal" life, but with a renewed focus on family, relationships, and self-sufficiency.
• 76% of consumers say they yearn to return to the things they love, with the Distressed group at 84%.

2. Shift in Priorities

• Consumers have re-evaluated what is important in life, with 59% stating a change in priorities, rising to 66% among those with young children.
• The highest impacted markets show the greatest agreement (71%).

3. Increased Consumer Mindfulness

• 70% of consumers are more mindful of how and where they spend their money.
• 85% have actively changed their financial behavior, including waiting for sales, cutting back on daily purchases, and delaying big purchases.

4. Financial Adjustments

• Common financial adjustments include using savings (27%), reducing regular commitments (24%), and seeking flexible payment options (20%).

---

Media Consumption Changes

1. In-Home Media Surge

• In-home media, especially entertainment-focused platforms, saw the largest increases in consumption.
• Video gaming experienced the highest growth: 47% daily increase (from 21% to 31%) and 36% weekly increase (from 35% to 47%).

2. Digital Entertainment Boom

• Digital entertainment platforms saw significant growth in reach and time spent.
• Podcasts have become more embedded in daily routines.
• Digital TV and video content usage increased by 19% daily and 11% weekly (from 58% to 69% daily, and 77% to 85% weekly).

3. Decline in Traditional Media

• Cinema and events declined by over 50% in reach YOY.
• Printed newspapers declined by 8% over a three-month period due to reduced commuting.

4. Gaming as a New Platform

• Gaming has taken on new roles as a form of escapism and entertainment.
• Growth in gaming is notable across all demographics, with a particularly strong increase among women, older consumers, and higher-income groups.
• However, the average time spent on gaming decreased by 9% YOY, from 103 to 94 minutes per day.

---

E-Commerce Growth

• E-commerce has become a lifeline for consumers globally, with a substantial increase in revenue YOY.
• Weekly growth in online shopping was 8% globally, with the highest impacted markets seeing 27% weekly growth and parent groups 13%.
• The pandemic has forced previously laggard audiences to adopt online shopping, resulting in a more balanced global profile.

---

Digital Communication

• Digital communication, especially video conferencing, saw a 31% weekly increase and a 27% monthly increase.
• This shift reflects the need for connection while maintaining social distancing.
• Parents showed the highest growth in digital communication usage (+40% weekly).

---

Influencers and Content Creators

• The role of influencers has evolved, with a focus on authenticity and real-life experiences.
• Live streaming has seen exponential growth, with an increase of 107% weekly and 131% monthly.
• Influencers are now seen as more relatable and valuable in the new consumer landscape.

---

Focus on Health and Local

1. Health and Wellness

• 85% of consumers are more careful about hygiene.
• 44% are exercising more.
• The health supplement market saw a 56% increase in fortnightly purchases and a 31% increase in monthly purchases.

2. Local Businesses

• 60% of consumers are using more local shops and services.
• 63% believe supporting their community is more important now than before the crisis.
• The pandemic has led to a renewed appreciation for local businesses.

---

Conclusion

Covid-19 has acted as a game changer for both media consumption and purchasing behavior, accelerating digital adoption and shifting consumer priorities toward health, value, and local. Brands and businesses must adapt to these new consumer values and behaviors to remain relevant and ensure long-term survival and growth. Understanding the distinct needs and attitudes of each consumer group is crucial in developing effective communication and marketing strategies.