covid-19 brands, audiences and future behaviour · audience profiling and segmentation self-service...

COVID-19 – Brands, Audiences and Future BehaviourUK Presentation1500 BST 29 May 2020

William [email protected]

Contents of

this webinarMay 2020

Future behaviour

Audience Impact

Brand Performance

01

02

03

As a global public opinion

organisation, YouGov is

privileged that so many people

around the world share their

views and behaviours with us

every day. At this time we’re

putting that full focus on

gathering information about

COVID-19, asking people to

share their experiences of the

global pandemic and using that

unique insight to provide health

organisations with data that

helps them understand and fight

the spread of the virus.

Giving everyone the

opportunity to

contribute, delivering

data to those who

are making a

difference

YouGov’s

priority is

serving the

public good

Designed for:

Public health

organisations and policy

makers

Covers:

Symptoms, health

related behaviour and

compliance (29

countries)

Available via:

GitHub and Covid data

hub

github.com/YouGov-Data/covid-19-tracker

coviddatahub.com

YouGov is delivering three types of data – two of which are open-source and available to all

BEHAVIORAL

Data

Designed for:

Everyone

Covers:

Fear, support for

government and

personal measures

taken to avoid

Coronavirus (27

countries)

Available via:

YouGov’s website

yougov.co.uk/covid-19

PUBLIC

Monitor

Designed for:

Clients

Covers:

Levels of concern and

trust, changes in spend

and media consumption,

economic confidence,

employment and new /

future habits (27

countries)

Available via:

Subscription

[email protected]

CONSUMER

Monitor

But today we are going to lean on multiple sources of YouGov data to tell the stories of COVID so far

Global Syndicated

Brand Tracker

End-to-End

Bespoke Research

Audience Profiling

and Segmentation

Self-service

platform to engage

audiences

Quick Custom

Surveys Built for

Speed

01 Brand Performance

Agree brands are

over-communicating with them

Many brands are

clearly missing the

mark in terms of how

frequently they are

communicating with

their audiences and

the messaging they

are using

51%

Agree brands’ current messages

and advertising are inauthentic43%

Comms misfire

Source: YouGov RealTime

https://yougov.co.uk/topics/finance/articles-reports/2020/05/18/authentic-consumers-mixed-reactions-current-brand-

Message

fatigue is

creeping in

Some consumers are

tired of hearing

similar words and

phrases claiming they

are over used

All in this together42%

Unprecedented34%

The new normal34%

Source: YouGov RealTime

https://yougov.co.uk/topics/finance/articles-reports/2020/05/18/authentic-consumers-mixed-reactions-current-brand-

Source: YouGov BrandIndex, UK adults

https://yougov.co.uk/topics/finance/articles-reports/2020/04/29/admirals-generous-stay-home-refund-earns-admiratio

Admiral’s cashback – small but meaningful

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

Admiral

General Insurance sector average

Admiral Insurance: BrandIndex Buzz score v insurance category norm


https://yougov.co.uk/topics/finance/articles-reports/2020/04/29/admirals-generous-stay-home-refund-earns-admiratio

Admiral’s cashback – small but meaningful

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

Admiral

General Insurance sector average

Admiral Insurance: BrandIndex Buzz score v insurance category norm

Other KPIs have also increased:

Attention – up by 25 points(whether someone has heard anything about a brand, positive or negative, in the past two

weeks)

Word of Mouth Exposure – up 30 points(whether someone has talked about the brand with friends and family in the last two weeks)

Customer satisfaction – up 14 points

-2.0

0.0

2.0

4.0

6.0

8.0

10.0

Buzz (net) WOM (%)

Burberry cuts directors pay, refuses to furlough and donates PPE

Burberry: BrandIndex Buzz score



https://yougov.co.uk/topics/consumer/articles-reports/2020/05/22/covid-19-opportunity-and-challenge-justgiving

JustGiving scores plummet after the PM urged the charity to “reflect”

on its fees following Colonel Tom Moore’s 100th birthday walk

Chart titleIt’s a familiar story –

organisations have criticism

levied against when operating

a for-profit, for-good

organisation

JustGiving in this instance was

the victim of false claims - £2m

in fees is not true

JustGiving fees are a fraction

of total funds and has donated

£100k

Supermarkets have had to step up following the COVID-19 outbreak,

with the big four particularly creating positive Buzz with their responses

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Category Average Tesco Asda Sainsbury's Morrisons

COVID-19 declared

a pandemic


https://track.brandindex.com/analysis/view/0264df92-eac2-4247-af6d-325f335c8bbe?lang=en

Big four supermarkets: BrandIndex Buzz – four week moving average v category norm

A variety of measures have put Supermarkets at the heart of positive

news around responses to the Coronavirus

90

95

100

105

110

115

120

125

130

Ind

ex

Big 4 SupermarketsImpression – 4 week moving average

Tesco Asda Sainsbury's Morrisons

Morrisons was first off the mark, with Asda’s response resulting in the

largest increase in Impression score since the pandemic was declared

Morrisons delivery demand

'to create 3,500 new jobs‘

and pledged sick pay to all

employees, launched a

'colleague hardship fund'

Tesco announces

£30m community

support package

Asda create new payment

cards for volunteers shopping

for those self-isolating


February March April

The response of the big four has put significant pressure on the

discounters….

Tesco 48.1

Aldi 41.2

Sainsbury's 40.4

Lidl 34.6

Morrisons 32.3

Tesco 49.0

Sainsbury's 41.1

Aldi 40.8

Morrisons 33.9

Lidl 33.2

Tesco 47.2

Sainsbury's 36.6

Aldi 35.0

Asda 28.9

Morrisons 28.2

1

2

3

4

5

BrandIndex Consideration Rankings


02 Audience Impact

Source: YouGov Public Tracker

Source: https://yougov.co.uk/topics/science/trackers/britains-mood-measured-weekly

Question asked: Broadly speaking, which of the following best describe your mood and/or how you have felt in the past week Please select all that apply

Britain's mood has picked up, with an increasing amount of people

feeling happy, following a big drop pre-lockdown

YouGov Public Data: Mood of the Nation

0%

10%

20%

30%

40%

50%

60%

31st Jan -3rd Feb

2020

7th - 9thFebruary

2020

14th - 17thFebruary

2020

21st - 25thFebruary

2020

28th Feb -5th Mar

2020

6th - 9thMarch2020

13th - 19thMarch2020

20th - 23rdMarch2020

27th - 30thMarch2020

3rd - 6thApril 2020

10th - 14thApril 2020



1st - 4thMay 2020

8th - 11thMay 2020

22nd - 27thMay 2020

Happy Sad Stressed Content Bored Scared

Stressed

Happy

Sad

Scared

Content

Bored

% of the population who score “Moderate or Severe” on anxiety and depression on the PHQ4

But our behavioural data suggest we should be concerned about

mental health

UK Historical Comparison

Between 2017-2019

% reporting moderate or

severe: 18%-21%

34%

31%

30%

29%

28%

25%

25%

25%

25%

24%

24%

24%

17%

Italy

Brazil

Spain

Australia

Canada

USA

Japan

UK

China

France

Singapore

Sweden

Germany

Source: YouGov COVID-19 Behaviour Data

Economic confidence is low

49%

55% 56% 57% 58%56% 57%

10% 11% 10% 11%

24%26% 25%

61%

66%69% 68%

65%

71% 71%

9th April 16th April 23rd April 30th April 7th May 14th May 21st May

Global Recession - Concerned

Global Recession - Very Concerned

Think UK economy will be in recession in 12 months

7th May:

65%

71%

8%

10%

11%

UK economy in 12 months time – most likely to apply (21st May)

Depression/ Recession Growing/ Booming

Remain stable Don't know/ none of these

Source: YouGov COVID-19 Economic Recovery Tracker

A quarter of households are in a worse financial situation compared to

last month, and their outlook is mixed

24% 61% 10% 4%

Worse No Change Better Don't know

Compared to one month ago, how has your household's financial situation changed?

How do you think your household's financial situation will have changed 12 months from now?

28% 39% 14% 19%

Household

financial

situation change

in last month

Household

financial

situation 12

month outlook


A third feel less secure in their job and two fifths have seen a reduction

in business activity at their place of work

29% 56% 5% 9%

Less Secure No Change More Secure Don't know

Compared to one month ago, how secure do you think your job is?

And compared to one month ago, has the level of business activity at your place of work...?

Job security – change in last month

40% 28% 19% 13%

Decreased Not Changed Increased Don't know

Business activity at employer – change in last month


Consumers are being prudent and reducing expenditure – even if their

financial situation has improved

17%

36%

55%

2%5%

35%

3%

9%

48%

Taken on more debt to coverexpenses

Relied more on savings forexpenses

Actively reduced our non-essentialexpenses

It has worsened

There has been no change

It has improved

Which, if any, of the following statements are applicable to your household, in the past one month?

Household financial activity by change in situation


Which, if any, of the following are you most concerned about?

86% 84% 85%82%

86% 85% 84%

40% 41% 40% 40% 40% 41%39%

32%29% 30% 29% 30% 31% 29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Local Businesses Failing Paying Bills Paying Rent

Most are concerned about local businesses failing. But a third are

concerned about paying bills and the rent

% who are concerned about (NET)…


Those concerned about paying the bills and the rent are…

26%

41% 40% 40%

0 1 2 3+

Children in house

28%

32%

ABC1 C2DE

24%

27%

28%

29%

29%

29%

30%

30%

31%

31%

32%

37%

South West

Scotland

Yorkshire and the Humber

East of England

West Midlands

Wales

East Midlands

England (NET)

London

North East

North West

South East


We are tracking furlough at about one in five people

50%

22%

10%6%

4%2%

No change toemployment status

Put on furlough Working hours reduced Required to bequarantined

Working hours increased Upaid leave

Changes made to employment status due to COVID-197th – 21st May

All workers


Those who has been furloughed are younger, lower social grade but

there are only marginal differences across type of work place

25%

22%20% 19% 19%

18-24 25-34 35-44 45-54 55+

15%

20%

22%23%

AB C1 C2 DE

11%

20%

22%

22%

25%

26%

Home office (i.e. work from home)

Other

Remote office (i.e. office changes/traveling)

On-site indoors (e.g. at an office/restaurant/ hospital, etc.)

On-site outdoors (e.g. national parks/farmland/ construction zone, etc. )

Collaborative work space/ sharedworkspace (e.g. WeWork, Knotel,

TheWing, etc.)

% of each work place type


• 17% have put more money in savings than they otherwise would

• One in ten say the coronavirus outbreak has enabled them to pay off debts

But its not all doom and gloom – some have saved more and been able

to pay off debts

Source: YouGov Custom Research

https://yougov.co.uk/topics/consumer/articles-reports/2020/05/26/over-third-brits-have-dug-savings-weather-lockdown

03 Future behavior

As the government eases restrictions and businesses start reopening

there is a clear rank order of where people feel comfortable

0 10 20 30 40 50 60 70 80 90 100

Gyms

Beauty and nail salons

Pubs and bars

Coffee shops

Restaurants

Hairdressers / barbers

Clothing stores

Pub gardens

Garden centres

TOTAL COMFORTABLE

TOTAL UNCOMFORTABLE

Not applicable – I don't go to this place anyway

Don't know

Source: YouGov Custom

https://yougov.co.uk/topics/health/articles-reports/2020/04/22/dont-count-customers-returning-once-covid-19-lockd

How feel visiting each of

the following…

Data were collected

second week of May

Precise figures will have

changed but the rank

order is highly likely to

have remained the same

0%

10%

20%

30%

40%

50%

60%

70%

Flights Fast Food & Pubs Clothes Travel &Accomodation

Transport

Jan-20 Feb-20 Mar-20 Apr-20 May-20

% in market to purchase in the next 30 days, 3 months, 6 months, 12 months

For the some

of the worst hit

sectors,

demand does

not look like it

is returning

anytime soon


Proportion of adults who intend to travel has seen significant declines

around the world

48%46%

38%

31%

26%

44% 43%

34%

28% 26%

50%48%

37%

30% 31%

56%

47%

41%

32%

28%

52% 53%

44%

33%

37%

Jan-20 Feb-20 Mar-20 Apr-20 May-20

% of each nation in market for travel in the next 12 months

uk us de sg au

Source: YouGov BrandIndex, Adults

The same decline is seen with UK flights

Percent of UK adults very likely or likely to buy a flight in the next 12 months

0%

10%

20%

30%

40%

50%

60%

2019 2020

But... 45% can‘t wait to go on holiday /

vacation overseas when restrictions lift



79%at least one

session of

30 mins in the

last week

15%Exercising

7 or more

times a

week.

Up from

5% in

January

Source: YouGov Public Data

How many times in the past week, if any, have you done 30 minutes or more of physical exercise (i.e. an activity which requires physical effort, e.g. fast-paced

walking or running, team sports, dance, swimming, etc.)?

Exercise – more people engaging in it, but will the trend continue?

But this has not translated into purchase of new clothing or equipment

– because of the types of exercise being undertaken…?


Source: YouGov Public Data

https://yougov.co.uk/topics/sport/articles-reports/2020/05/21/changing-consumer-landscape-sports-dieting-and-exe

38%I want to work from home

a lot more

Working from home – trend accelerated and looks set

to continue


As you start to think about life in the future and what happens once the Coronavirus pandemic has ended, do you agree or disagree that as a result of Coronavirus

A third want to work from home a lot more and a similar number will

travel much less for work

47%

52%48%

51%

38%34%

38%36% 37%

33%31%

31% 32% 32%


% of workers that agree

I will work from home a lot more I will travel much less for work



As you start to think about life in the future and what happens once the

Coronavirus pandemic has ended, do you agree or disagree that as a result of

Coronavirus

We will support local

businesses more!

63%will support local business / buy

local in the future


As you start to think about life in the future and what happens once the Coronavirus pandemic has ended, do you agree or disagree that as a result of Coronavirus

Will use cash less in the future 48%

Will make more use of online shopping / delivery 34%

Trend for digital payments has been super-charged

by Coronavirus

What’s next

For further information

please email us at

[email protected]

or speak to your

local account manager.

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