Towards reopening: Behaviours and expectations
Seventh Dossier – 1 May 2020 1 Havas Media is conducting a continuative research to monitor the evolution of tendencies during the quarantine
ALLOCATION PER North east: 20% GENDER North west: 31% F 44% M Center: 20% 56% SAMPLE AND METHODOLOGY
Havas Media has conducted a South and isles: 29% quantitative ad-hoc research on 632 cases 18+, a sample that represents ALLOCATION PER 48% Italian citizens. The aim is to investigate AGE GROUP how Italian habits are changing since the 32% start of the Coronavirus Emergency. 20% The research was conducted between 17-22 April 2020
18-34 35-54 55+
2 Havas Data Insight – Proprietary research The third wave was conducted during the decrease of the infections: the restrictive measures remain but the discussion of the country “reopening” from May, 4th is ongoing
2° WAVE 27 MARCH
1° 3° WAVE WAVE 13-16 17-22 MARCH APRIL
3 Grocery shopping frequency is stable: once a week and panic about the lack of products is fading
70%
60%
50%
40% 30% 59,4% 20% Is no longer 10% worried about a 0% possible lack of food or pantry
products
Tutti giorni i Tutti giorni i Tutti giorni i Tutti giorni i
Tutti giorni i (Source: Observatoire
Menospesso Menospesso Menospesso Menospesso Menospesso
Ogni2/3 giorni Ogni2/3 giorni Ogni2/3 giorni Ogni2/3 giorni
Ogni2/3 giorni Havas commerce)
Unavolta alla settimana Unavolta alla settimana Unavolta alla settimana Unavolta alla settimana Unavolta alla settimana
Unavolta due ogni settimane Unavolta ogni due settimane Unavolta ogni due settimane Unavolta ogni due settimane Unavolta ogni due settimane I go to local shops Grocery Shopping Grocery Shopping I go to the usual I go to the nearest Vado al supermercato di Vado(greengrocer nei negozi, di Acquistoonline online and ehome mi faccio Acquistoonline and on pickline eup vado at a a Vado al supermercato più supermarket shop sempre prossimitàbutcher (fruttivendolo,…) consegnaredelivery a casa ritirare collectingla spesa nelpoint punto di vicino macellaio…) raccolta Total…
How do you grocery shopping during the emergency? 4 Havas Data Insight – Proprietary research How often ...? Purchase from small retailers and online shopping is growing. The rediscovery of neighbourhood shops consolidates new ways of shopping
70%
60% 34,5% I purchase products from neighbourhood shops 50% more often, also to support them
40% +4,8 28,3% 30% +5,6 I hope to keep shopping in the neighbourhood also after the quarantine 20%
10% 23,6%
0% Instead of going to a supermarket, I shop at grocery I goVado to the al I Vadogo to neilocal negozishops I Vadogo to althe AcquistoGrocery online eAcquistoGrocery on line e stores, wine shops, breweries and local restaurants supermercatonearest shop più (digreengrocer prossimità , supermercatousual di Shoppingmi faccio online vadoShopping a ritirare la vicino sempre consegnare a spesa nel punto (fruttivendolo,butcher…) supermarket and home online and pick macellaio…) deliverycasa di upraccolta at a collecting point TOP BOX: Strongly + Sufficiently wave 3 wave 2
How do you grocery shopping during the emergency? Do you agree with the following statements? Answer from 1 to 5 (4: 5 Havas Data Insight – Proprietary research Sufficiently, 5: Strongly) A new perception of “Made in Italy” and of the neighbourhood is on the rise
FROM THE BEGINNING OF THE QUARANTINE… 60,8% Is trying to buy more «made in Italy» products 58,1% Think that communities should support local shops
Quanto sei d’accordo con le seguenti affermazioni? Rispondi da 1 a 5 (4: 6 Havas Data Insight – Proprietary research abbastanza, 5: Molto) Relationships with the neighbours are changing
I had limited relationships with my neighbours before and also 43,7% now I've limited relations with the neighbourhood for the fear of being 37,8% infected
There's more support and cohesion in the neighbourhood 26,9%
I see my neighbours more often 25,2%
I talk more often with my neighbours 25,0%
I heard them more often and they bother me 21,2%
We have helped those in need in the building (ex. Shopping) 19,8%
I have established new relationships and habits with the 17,1% neighborhood that I hope will continue also after the quarantine
We have organised games, events and flash mobs 13,3%
TOP BOX: strongly + sufficiently
• How has your relationship with neighbours changed since the 7 Havas Data Insight – Proprietary research beginning of the quarantine? Perception of our home has changed too
45% 38,6% 40% 17,4% 33,9% 35% 32,3% 29,0%
sufficiently 30% + + 25% I am using
strongly 20% appliances more 16,5% 15% 10,1% 10% TOP TOP BOX: 5% I am more aware of 0% StoI’m VoglioI want chea la I wantVoglio to HoI want capito to NonI can’t riesco keep a the importance of dedicandospending mia morecasa sia ottimizzareoptimise chemake voglio teneremy house casa appliances morepiù tempo time efficientpiù ognispaces spazio cambiaresome pulitacleaned ed in takingalla curacare di funzionalehome changesalcuni ordineas itcome was casaof my mia aspettito my della primabefore home miahome casa TOP BOX: strongly + sufficiently
Do you agree with the following statements? Answer from 1 to 5 (4: 8 Havas Data Insight – Proprietary research Sufficiently, 5: Strongly) Listen to music and to the Radio is stable
+1 PP Delta VS WAVE2 -1 PP increased 100% VS WAVE2 points vs +1 PP previous wave Never 90% VS WAVE2 More Rarely 8% 6% 80% -1 PP Once a month 31% VS WAVE2 2% 70% 51% 2/3 a months 44% 4% 60% 23% Aumentato 50% Increased 24% Almost daily DiminuitoDecreased 55% 40% 12% 10% 7% 1/2 a week 30% RimastoUnchanged 25% invariato 20% 36% 34% 36% 33% 10%
0% ListenAscoltareto the la Radio radio AscoltareListen to radio the AscoltareListen to musicamusic AscoltareListen to musicamusic Radioon line online ononline line
NET NET NET NET • Before the emergency, how often VARIATION VARIATION VARIATION VARIATION did you listen to the radio? +7 PP +11 PP +15 PP +11 PP • The time spent on the following activities since the beginning of the 9 Havas Data Insight – Proprietary research emergency is ...? From on the move to on the sofa, the Radio is mostly listen to in the morning
40% 35% Pc 19,9% 30% No particular time 25% 18,76% Smartphone, 20% 34,3% 15% app radio 10% 5% No particular time 0% 25,54% Radio fm 24,5%
Autoradio 9,6%
radio radio on line
• At what time do you listen to it more? 10 Havas Data Insight – Proprietary research • From which devices? Facebook and Instagram are the most used social networks
Frequency: «more time per day» Delta vs wave 2 60% I stayMi informedinformo sull’attualità through newspapers tramite le thattestate have che 42,5% socialhanno profilesprofili social -0,3% 50% I mainlyUso use principalmente DM (direct messages) i DM (direct to message)connect 38,6% 2,2% per comunicarewith friends/contacts con i miei amici/contatti 40% Guardo le storie di personaggi I watch stories of VIPs/Influencers 26,9% -0,5% famosi/influencer 30% I post storiesPosto andstorie/video videos on su what ciò che I do faccio 21,3% 1,0%
20% I writeScrivo comments commenti and e actively partecipo participate attivamente in 20,1% 2,9% onlinealle iniziative initiatives online (challenges, (challenge, giveaways…) giveaway….) 10% Seguo corsi online creati da I attend online courses, created by 18,1% 0,9% influencers/VIPsinfluencer/personaggi famosi 0% I watch live streamingSeguo le ofdirette VIPs di and Vip influencers e influencer 17,8% -3,1% 0% 20% 40% 60% 80% 100%
Insight «I’m registered»
• What social networks have you joined? • How often do you log in? • Considering the use of social networks during the 11 Havas Data Insight – Proprietary research quarantine, do you agree with the following statements? The most typed search query on Google: phase 2 and the end of the lockdown
Increasing
After May, 4th Increasing 2° phase Opening on May, 4th Increasing 4 May
May, 4° re-opening Increasing
Phase 2 Increasing
4 May we can go out Increasing
12 Google Trend Among the first things that will mark the back to «normality»: hairdressers and beauticians, shopping and staying outdoor
I will go to the beautician/hairdresser 34,8%
Shopping 33,1%
A small trip 32,8%
Lunch/dinnet at a restaurant 32,6%
Sport outdoor 30,5%
A vacation 29,9%
I will go out with my friends/relatives 28,0%
• What will you do after the end of 13 Havas Data Insight – Proprietary research the quarantine? What will remain of this quarantine: family and cooking
FAMILY FOOD LEISURE 60% 53,5% 50% 45,7% 47,2% 41,1% 40% 30% 26,7% 21,7% 20% 11,9% 10%
0%
Sport indoor Sport
Board games Board
family
Purchase of Purchase
friends/relatives
Videoconference with Videoconference
More time for cooking for time More
newspapers/magazines
Spend more time with the with time more Spend Shopping in nearby shops in nearby Shopping
• What habits will you keep 14 Havas Data Insight – Proprietary research after the quarantine? Shopping once the quarantine is over: clothing, accessories and vacation packages
54,1%
32,1% 27,9% 25,0% 24,2% 22,8% 19,2% 18,2% 13,9% 12,5% 12,3% 11,1% 10,3% 8,5%
• What will you buy once the 15 Havas Data Insight – Proprietary research quarantine is over? Italy towards reopening
• We have used AdCity Data, Havas proprietary platform, to analyse the daily flow of people in 5 major Italian cities (Turin, Milan, Rome, Naples and Palermo). Two area were examined: the city centre and the railway station
• The Data come from the tracking of TIM SIM cards on the area and show how many people have been passing through, day after day, (they’re «net contacts»: each passage is registered only once per day, even if traced several times during 24 hours
• In the following weeks, the analysis will continue to evaluate the impact of mobility and activities «re-start»
16 The enforcement of restrictive measures resulted in a collapse of net daily contacts in the analyses areas
NET VARIATION OF DAILY CONTACTS 9 MAR-26 APR vs 6 GEN-16 FEB
100%
80%
60%
40%
20%
0%
-20%
-40%
-60% -52% -50% -59% -55% -80% -67% -64% -67% -77% -79% -100% -83% Turin Piazza Turin Station Milan Piazza Milan Central Rome Rome Naples Naples Palermo Palermo San Carlo Duomo Station Colosseo Termini Station Vittorio Cattedrale di Station Emanuele Palermo
17 AdCity elaboration – Net daily Data, Sundays excluded Turin: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 apr 20-26 apr gen gen marz mar mar
Turin Piazza San Carlo Turin Station
18 AdCity elaboration – Net daily Data, Sundays excluded Milan: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
4.000.000
3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 apr 20-26 apr gen gen marz mar mar
Milan zona Piazza Duomo Milan Central Station
19 AdCity elaboration – Net daily Data, Sundays excluded Rome: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
4.000.000
3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 apr 20-26 apr gen gen marz mar mar
RomeColosseo Rome Termini
20 AdCity elaboration – Net daily Data, Sundays excluded Naples: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 apr 20-26 apr gen gen marz mar mar
Naples Station Naples Vittorio Emanuele
21 AdCity elaboration – Net daily Data, Sundays excluded Palermo: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 apr 20-26 apr gen gen marz mar mar
Palermo Cattedrale di Palermo Palermo Station
22 AdCity elaboration – Net daily Data, Sundays excluded Update: TV audience exceeds 37% (out of total individuals) compared to the same period in 2019
TV AUDIENCE PER AVERAGE MINUTE
25,0 Milioni
20,0
2020 vs 2019 during the
15,0 week of 19-25 April
10,0
5,0
0,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr
23 Havas Media elaboration of Auditel data Update: news websites pageviews keep decreasing
PAGEVIEWS ON MAIN NEWS WEBSITES
200
180 Th pubblication of Audiweb DATA Milioni after 13 April is undergoing a 160 delay, therefore there are no updates vs previous week 140
120
100
80
60
40
20
-
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI
24 Havas Media elaboration of Auditel data Takeouts and opportunities
• 50 days of lockdown has cemented new shopping habits and behaviours: a return to «neighbourhood life» reflected also when preferring small local shops and supporting local activities
• Time spent at home led family to have abetter consideration of one’s home and to program future purchases to reorganise spaces
• Radio in the morning and social during the rest of the day
• The end of the quarantine is leading to planning purchases and activities: life outdoor, personal care and entertainment. Clothing and accessories will be the first purchased categories
• Family, cooking, games and reading: these are the habits that citizens don’t plan to let go of
• The lockdown has drastically reduced Italians’ mobility, with percentages ranging from -50% to -80%. In the coming weeks, Havas Media will conduct an analysis of AdCity data, Havas proprietary platform, to monitor the «restart» of the country
25