A YEAR OF GLOBAL STUDY ... and how they changed consumers around the world.
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GLOBA L STU DY
A YEAR OF
... and how they changed consumers around the world.
WEAREMiQ.COM
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E BUI G
’ L LT RL E A
NRDNS
IN THIS PAPER YOU’LL LEARN
1 How consumers have adapted to a year
in lockdown, finding new ways to live,
work, shop, learn, and keep themselves
entertained.
2 What changes are likely to be temporary
and what’s likely to stick around for the
long-term.
3 Five new groups of consumers created by
the year in lockdown and what marketers
need to know about them.
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G TNRTEENNDT S
1. Introduction G O TO S E C T I O N
Introduction 6 A note on our methodology 8
2. The big trends G O TO S E C T I O N
Lockdown has accelerated the rise of 11 People have altered their financial priorities 19
new channels
Younger people are keen to travel, older 20
Digital content consumption grew and grew 12 people remain anxious
Non-essential spending took a hit 15
Online shopping has grown - and will 17
stick around
3. The audiences lockdown created G O TO S E C T I O N
CONTENTS
The self-improvers 24 Entertainment junkies 40
Parent-teacher-playmates 28 Online shoppers 42
Fitness fanatics 33
4. Looking ahead G O TO S E C T I O N
Looking ahead 45 About MiQ 46
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TAHYEE A
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The last year has changed a lot of things. Lockdowns,
social distancing and other efforts to lessen the spread of
COVID-19 have all made an enormous impact on the way
we live, work, and interact. And, though the specific rules
and measures around stopping the spread have differed
country by country, around the world the picture is broadly
1
similar. From March 2020 through to March 2021, there
were a lot more people staying inside and minimizing
contact with others.
The way people around the suddenly working from home, people around the world
world have adapted to the dealing with homeschooling have changed as consumers.
changes brought about by and child-care, even By studying the fluctuations
the pandemic have been having difficulties making across the year, we also make
remarkably similar too. This arrangements for basics like some predictions about
shouldn’t be surprising. The food, cleaning products and what changes are likely to
changes we’ve seen in global other household essentials. be permanent and which
human behavior accord will fade away. And, finally,
with the theory of adaptive But over the course of the we look at a series of new
expectation, coined by the year, people around the consumer groups created
economist AW Phillips who world have adapted. In this by the year in lockdown that
said that individuals generally study, we look at consumer marketers need to be aware
adjust their expectations of behavior from people in of as they plan their strategies
the future based on recent North America, in Europe, in for 2021 and beyond.
Introduction past experiences and events. subcontinental and South East
Asia, and in Australasia, and
Looking back across the see a notable similarity in the
Introduction 6 A note on our methodology 8
last year of lockdowns, we way they have responded to a
can see this happening in year marked by lockdowns.
countries across the world.
In the spring of 2020, Using this analysis, we’ve
people were in shock: panic put together this report
shopping, overwrought by outlining the major ways
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A N OT E O N M E T H O D O L O GY
Using a mix of data from digital devices such as PCs and laptops, as well as
viewing data from connected TVs and location data from mobile devices,
we compared user activities over the course of the last year to identify
how their behavior changed. By comparing these online behaviors with
insights from a survey of global consumers we conducted with Sapio
Research, we identified key changes in consumer considerations caused
by a year of lockdowns, and the trends marketers must consider while
making their marketing plans in 2021 and beyond.
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LO C K D OW N H A S ACC E L E R AT E D T H E R I S E O F N E W C H A N N E L S
It’s not surprising that being Desktop activity remained
at home a lot more has led to fairly steady, for instance, ONLINE OPPORTUNITY
a lot more time spent in front while activity on mobile Available impression opportunities
2
of screens. But what’s more devices declined significantly.
notable is that the biggest But emerging channels like
and quickest rises in screen connected TV and gaming
viewing have been on new consoles have seen massive
and emerging devices and gains. The online opportunity
channels. across connected TV and
gaming consoles has seen
The online opportunity across growth of 200% and 70%
traditionally addressable respectively over the year,
platforms either remained with most significant gains in
6%
3%
constant or even reduced the US.
20
20
over the lockdown year.
8%
14
C H A N G E I N A DV E RT I S I N G O P P O RT U N I T Y N O W CO M PA R E D TO T H E
4%
I N I T I A L LO C K D O W N S
12
UK C A N A DA US OV E R A L L
%
%
69
68
The big trends
%
21
%
11
5%
4%
Lockdown has accelerated the rise of 11 People have altered their financial priorities 19
new channels
D E S K TO P S & L A P T O P S GAMES CONSOLES MOBILE TA B L E T TV
Younger people are keen to travel, older 20
Digital content consumption grew and grew 12 people remain anxious
Non-essential spending took a hit 15
0%
-1
3%
8%
9%
0%
1%
-2
Online shopping has grown - and will 17
7%
8%
-2
-2
2%
-3
-3
-3
-3
stick around
-4
4%
-5
Source: MiQ APN platform inventory report, lockdown 1.0 (March
15 -May 1, 2020) Vs Now (Jan -Feb 2021)
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W H AT CO N T E N T H AV E P E O P L E B E E N LO O K I N G F O R I N LO C K D O W N ?
D I G I TA L CO N T E N T CO N S U M P T I O N G R E W A N D G R E W
P E R C E N TAG E C H A N G E Source: MiQ APN integration, Platform inventory report, lockdown
1.0 (March 15 -May 1, 2020) Vs Now (Jan -Feb 2021)
N O R M A L I Z E D O N L I N E AC T I V I T Y
FEB JAN
202 AU S T R A L I A C A N A DA GERMANY INDIA SINGAPORE UK US
0
21
20
N
JA A R T S A N D E N T E R TA I N M E N T 0% -1 8% + 4 1% -46% -12% +4 3 % +27%
F
EB
CAR AND VEHICLES -6% -1 % +96% -7 % +3 0% +4 0% -1%
-9% -27 % + 24 3 % +20% +26 3 % +6 5% -14 %
C
B E AU T Y A N D P E R S O N A L C A R E
DE
AU S T R A L I A
B O O K S A N D L I T E R AT U R E -44% -4% +64% - 8% +14% -4 5% +2%
MA
R
C A N A DA
B U S I N E S S A N D I N D U S T RY -1 0 % -1 3% +73% -44% +20% -21 % -4 %
HOW HAS
I N V E N TO RY GERMANY
NOV
COMPUTERS AND ELECTRONICS + 11% -1 5% + 174 % + 9 8% +10% +54 % +3 2%
AVA I L A B I L I T Y
INDIA
CHANGED IN E D U C AT I O N -3 3 % +20% -45% +19 % -8 % +9% +4 3 %
APR
DIFFERENT SINGAPORE
CO U N T R I E S ? FINANCE +4% -20 % + 24 % -29 % -14 % +27% -1%
UK
-1 3 % -4% + 118% -63% +25% -5% +3 %
T
FOOD AND DRINK
OC
US
GAMES + 10 % +39% +29% +229% +24% +4 % +3 3 %
MA
Y
H E A LT H -1 6 % -3 7 % +96% +2% -26 % -22% -21 %
P
SE
HOME AND GARDEN -9% -24 % +73% +29% -3 2% -3 3% -16 %
JU
N
LIFESTYLE + 12 % + 15 % + 10 7 % -26 % +7% +28 % +20%
AU G
JUL Source: MiQ APN integration, Universal Content
Category Report, Jan 1, 2020 -Feb, 20, 2021 NEWS -3 % -7 % +50% -47% +13 % +28 % +4 2%
ONLINE COMMUNITIES 0% -1 % +59% -5 % -24 % +17% +5%
In the early stages of to grow throughout the
W H AT D O E S T H I S S H OW?
PETS AND ANIMALS -22 % -4% + 2 19 % +26% -21 % -18 % +11%
lockdown, online activity year, as people have
surged across most domains found alternatives to keep Online activity doubled during SCIENCE -1 6 % -1 1% +45% -44% -15 % -4 4 % +15%
all around the world. Though themselves entertained and Lockdown 1.0 and while a majority
this leveled off as people informed from their homes. of this activity leveled off, we
SHOPPING + 10 % -2 % +53% + 14 3 % +4 % +7% -3 7%
adapted to life in lockdown,
continue witness a steady increase SPORTS + 8% +79% + 10 1% + 16 % +6 1% +27% +55%
categories like online games,
in user engagement online.
arts and entertainment, T R AV E L -21 % -9% +42% + 16 % +220% -24 % +77%
and news, have continued
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A Y E A R O F LO C K D O W N S THE BIG TRENDS
Though the growth in lockdown period, with been the most promising
inventory might seem like a categories like travel, auto media types over the last
marketing boon, the picture and finance showing massive 12 months offering the best
is actually mixed. The growth improvements in garnering returns for advertisers.
in online activity during the user response.
early stages of lockdown In short, it’s taken a while for
was tempered by a decline Video completions have also the increase in online activity
in viewability and a relative recovered from the initial to start paying dividends for
decline in user response to slump in March-April 2020 marketers, but the data is
display ads. and are up 3.8% year-on-year starting to suggest that the
with consumer responses year in lockdown has made
Since then, viewability has to video ads being more consumers more receptive to
improved and is now back pronounced in the US, CA online advertising, particularly
to or above pre-pandemic and the UK. In emerging in the more mature
level across every region. markets, display continues programmatic markets like the
User responses on display to dominate in terms of user US, Canada and the UK.
ads are also showing a 3-4% response. High Impact and
lift compared to the initial interstitial media types have
H O W H AV E U S E R S B E E N R E S P O N D I N G TO A D S ?
NON-ESSENTIAL SPENDING TOOK A HIT
AU S T R A L I A C A N A DA GERMANY INDIA SINGAPORE Source: MiQ delivery reports,
Jan 1, 2020 -Feb 20, 2021
UK US
C L I C K T H R O U G H R AT E P E R C E N TAG E At the start of the lockdown, with a majority of this spend
1.5 % non-essential shopping took happening online. This was
a severe hit. Travel saw the also apparent in the holiday
largest decline in spends shopping audiences, where
followed by clothing and audiences in the same age
48%
1.2%
fashion. The cuts in spending group accounted for 48% of
were most pronounced in all holiday shopping across
0.9 %
households with children. the US, Canada and UK.
0.6% Where non-essential
shopping has happened, it’s O F A L L H O L I DAY
0.3% younger, more digitally savvy S H O P P I N G AC R O S S T H E
audiences doing it. People U S , C A N A DA A N D U K
aged 18-34, for instance, were WA S F R O M T H E 18-34
0%
1.3 times more likely to spend AG E G R O U P
JAN F EB MAR APR M AY JUN JUL AUG SEP OCT N OV DEC JAN FE B
2020 2021 on consumer electronics,
14 15
A Y E A R O F LO C K D O W N S THE BIG TRENDS
H O W H A S S P E N D I N G C H A N G E D D U R I N G T H E Y E A R O F LO C K D O W N ?
ONLINE SHOPPING HAS GROWN - AND WILL STICK AROUND
P E R C E N TAG E C H A N G E
AU S T R A L I A C A N A DA GERMANY INDIA UK US
37% Online shopping has seen
27% 28% 28% 30% a massive uptick during the
18%
year of lockdown across
ESSENTIALS all age groups. And, even
in areas where lockdowns
21% have eased, interest in online
9% 5%
CONSUMER ELECTRONICS shopping has remained high,
A N D E N T E R TA I N M E N T -1% -1 % suggesting a permanent shift
-4%
in consumer behavior.
T R AV E L 46% of consumers surveyed
were positive about buying
-2 1% clothes and accessories
-3 9 % online, even post lockdown,
-48 %
-54% -5 6 % while 36% say the same about
-61 %
electronics and entertainment,
3% 6% 6% 8% and 33% about beauty
H O M E I M P R OV E M E N T products.
-6% -5 %
6%
C L OT H I N G A N D A P PA R E L S
-13% -10 %
-19 %
-25 %
-3 2 %
H E A LT H A N D
W E L L N E S S S E RV I C E S
4%
-6% -10 %
6%
-3 %
2%
46%
8% O F CO N S U M E R S
2% 1%
FOOD AND DRINKS S U RV E Y E D W E R E
-2% -5 % POSITIVE ABOUT
-9 %
B U Y I N G C LOT H E S A N D
ACC E S S O R I E S O N L I N E
Source: MiQ/ SAPIO consumer research, Feb -March 2021
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W H AT H AV E P EO P L E B E E N B U Y I N G O N L I N E ?
P E O P L E H AV E A LT E R E D T H E I R F I N A N C I A L P R I O R I T I E S
AU S T R A L I A C A N A DA GERMANY INDIA UK US
P E R C E N TAG E O F AU D I E N C E
The pandemic has put large an opportunity to supplement interest among people 45
numbers of consumers their income through active and older. 26% of people
CLOTHING AND
47% 43 % 41 % 55% 5 0% 43% around the world under investment in mutual funds, have more interest in
AC C E S S O R I E S
significant financial stress. stock markets and even stock investments, while
CONSUMER ELECTRONICS For many people, this has cryptocurrencies. 23% say the same about
32% 3 4% 38% 47 % 35% 34%
A N D E N T E R TA I N M E N T led to cutting down on cryptocurrencies. Younger,
unnecessary spending, as 36% of customers have unmarried individuals have
B E AU T Y P R O D U C T S A N D
33% 27% 2 6% 46% 37% 3 1% discussed above. But for become more interested shown a higher propensity for
PERSONAL CARE
those with personal savings, in online banking over the taking higher risks for higher
17% the lockdown year has been lockdown year, with higher potential profits.
ESSENTIALS 34% 24% 48 % 37% 3 1%
W H AT F I N A N C I A L P R O D U C T S H AV E P E O P L E T U R N E D TO?
BOOKS AND PERIODICALS 28% 3 0% 28% 38% 3 0% 30%
AU S T R A L I A C A N A DA GERMANY INDIA UK US Source: MiQ/ SAPIO consumer research,
Feb -March 2021
H O M E I M P R OV E M E N T 25% 22% 27% 39% 3 6% 23% NET CHANGE
14 % 2 0% 3 0% 30 %
MEDICINES 20% 25% 43 % 2 1%
17% 15 % 20% 20 %
BIG TICKET ELECTRONICS 19% 32% 31% 24 %
17% 12%
4% 10% 10%
N O N E O F T H E A B OV E 22% 27% 24 %
Source: MiQ/ SAPIO consumer research,
Feb -March 2021 0% 0%
A LT E R N AT I V E L OA N S ,
ONLINE BANKING STOCKS INSURANCE CREDIT CARDS
AV E N U E S M O R TG AG E S
What’s especially notable for were excited to do so), the older consumers go back to 0% 0%
marketers is the increased traction gained among the making purchases in stores,
use of online shopping by older shoppers during the they will still have a higher -10% -1 0 %
older audiences. While older year lockdown means that propensity for online research,
audiences are excited to they now have a competitive price comparison and so on,
go out and shop in the real alternative to their usual brick creating new touchpoints for -20% -20 %
world again, (64% of people and mortar outlets. Marketers influencing this segment.
over the age of 45 said they need to be aware that even if
18 19A Y E A R O F LO C K D O W N S THE BIG TRENDS
YO U N G E R P EO P L E A R E K E E N TO T R AV E L, O L D E R P EO P L E
REMAIN ANXIOUS
Over the last year, our ability again once it becomes future travelers, with 60% of
to travel anywhere has been possible, whereas people them looking to travel when
stymied. But looking ahead, over the age of 45 are still they have a chance.
there is some optimism that more tentative. Only a third
moving around is going to of this audience have plans Travel is also an area where
become a realistic possibility. to travel when it’s possible. there are significant regional
44% of people are planning This is also reflected in the differences. While 69% Indian
to travel for a holiday in the modes of preferred transport. consumers plan to travel in
year ahead - though half of Younger people tend to the next 12 months, only 28%
these still think this travel will prefer traveling by plane Canadian consumers say the
be within their own country. (56%), older people were a same. American audiences,
bit more hesitant to use public meanwhile, were most likely
There’s a stark divide between transport and prefered to use to go on a road trip.
younger and older people their own vehicle (65%).
when it comes to travel. Over
half of consumers aged 18- 45 Interestingly, households with
are excited about traveling children are the most eager
W H I C H CO N S U M E R AG E G R O U P S P L A N TO T R AV E L F O R VAC AT I O N I N
THE NEXT 12 MONTHS?
4 3% YES 37% NO 2 0% N OT S U R E
LIKLIHOOD INDEX
0. 3 8 0. 3 3 0. 3 5
0.4 9 0.52 0. 49
0. 3 8 0. 45 0. 4 0
0.35 0.31 0. 3 2
0.17 0. 19 0. 2 3 0. 2 2 0. 2 5
0.1 6
1 8-2 5 26-35 36 -4 5 4 6 -55 5 6 -6 5 66+
Source: MiQ/ SAPIO consumer research,
AG E G R O U P Feb -March 2021
20 21A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K TDHOEWBNI GCTRREEAT
N EDDS
3 As people have adapted to a year of lockdowns, they’ve
changed their behavior to find new ways of living and
working, finding new means of keeping themselves
educated and entertained. Though lockdown will end
(hopefully soon), it’s likely that many of these new habits
and behaviors will stick around.
These are the new audience groups created by a year of
lockdowns that marketers need to be aware of going into
2021 and beyond.
The audiences lockdown created
The self-improvers 24 Entertainment junkies 40
Parent-teacher-playmates 28 Online shoppers 42
Fitness fanatics 33
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W H AT K I N D O F P E O P L E H AV E TA K E N U P A N E W AC T I V I T Y ?
THE SELF-IMPROVERS
TO O K U P
LEARNED A LEARNED ADOPTED LEARNED S TA RT E D BOUGHT NONE OF
A NEW
NEW SKILL H O W TO A PET A NEW ONLINE A HOUSE T H E A B OV E
H O B BY
Of the audience we like work and education, people in full or part-time CO O K L A N G UAG E DAT I N G
P E R C E N TAG E O F
examined, over half picked while hobby-based skills work. Retired people and RESPONSE 3 8%
39% 32%
up a new skill or a hobby over like musical instruments those without a job were 27%
17 % 16 % 13 % 10%
E M P L OY E D
the past year. Indians were and gardening were more fairly reluctant to pick up a
FULL TIME
most likely to pick up a new popular among middle-aged new skill and concentrated
37% 35% 30% 3 1%
skill or a hobby (over 60%), audiences. Learning a new more on sharpening their
14 % 13 % 10% 6%
whereas people in the US language was a popular new existing skills. For a lot of small E M P L OY E D
PA R T T I M E
were the least likely (Only 43% skill across the board, with business owners and affluent
picking up a new skill both middle-aged audiences individuals in the APAC 34% 39% 33%
17 % 14 % 11% 10% 25%
or a hobby) to learn and college students trying region, the drop in real estate S E L F - E M P L OY E D
something new. it out. prices provided a reasonable FULL TIME
opportunity to buy a 35% 34%
23% 27%
Younger audiences showed The tendency to pick up new house. 14 % 13 % 10% 7%
S E L F - E M P L OY E D
higher proclivity towards new skills was greater among PA R T T I M E
picking up new skills for things the students, followed by 46%
2 8%
19 % 18% 12 %
HOMEMAKER/ 6% 6% 6%
CAREGIVER
W H AT AC T I V I T I E S H AV E P EO P L E TA K E N U P ? 4 2%
2 8% 23% 2 1%
AU S T R A L I A C A N A DA GERMANY INDIA UK US Source: MiQ/ SAPIO consumer research, C U R R E N T LY
9% 8% 8% 5%
Feb -March 2021
WITHOUT A JOB
P E R C E N TAG E O F R E S P O N S E 49% 4 1% 3 8%
60 % 60%
12 % 19 % 10% 18 %
5%
STUDENT
50 % 50% 6 9%
15 % 9% 8% 6%
40 % 40% 2% 2% 2%
RETIRED
58 %
30 % 3 0%
2 1% 15 % 14 % 12 % 3% 5% 3%
20% 20% OT H E R
Source: MiQ/ SAPIO consumer research,
Feb -March 2021
10 % 10%
The tendency to pick up new skills was higher during the early days of the pandemic. Later
in the year, when restrictions were eased off or relaxed completely, users were less likely to
0% 0%
pick up business and job skills. On the other hand, interest in things like musical training and
TO O K U P LEARNED A LEARNED ADOPTED LEARNED S TA RT E D BOUGHT NONE OF
A NEW NEW SKILL H O W TO A PET A NEW ONLINE A HOUSE T H E A B OV E language based skills has remained at high levels suggesting they may be more
H O B BY CO O K L A N G UAG E DAT I N G permanent changes
24 25A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K TDHOEWBNI GCTRREEAT
N EDDS
Educational and factual the UK and US. Canadian because of lockdown, with
content continues to be a key self-learners are anticipating weekend learning becoming
browsing category for self- exploring new cultures. the new norm. Mobile
learners, this audience has People exploring new continues to be a dominant
developed alternate online languages and cultures, in platform for audiences to pick
interests as well. Sports and particular, are good indicators up new skills in the US and
entertainment categories are that individuals will soon be Canada accounting for 60%
a popular choice of content looking to travel. of educational and factual
among APAC self-learners, searches. Desktop is the
while news seems to be a The times people look for popular medium for self-
popular complementary educational content have learners in Europe and
category among people in changed considerably APAC (68%).
W H E R E D O S E L F - L E A R N E R S G E T T H E I R CO N T E N T ?
MOBILE D E S K TO P/ L A P TO P TA B L E T CO N N EC T E D T V G A M I N G CO N S O L E S OT H E R S
O N L I N E AC T I V I T Y Source: Network level ad serving data,
W H AT A R E S E L F - L E A R N E R S I N T E R E S T E D I N ? March 2020 -March 2021
BUSINESS SKILLS HOBBIES F I N A N C I A L / U N D E R S TA N D I N G P E R S O N A L D E V E LO P M E N T
T EC H N I C A L S K I L L S O N L I N E E D U C AT I O N
10 0
P E R C E N TAG E O F R E S P O N S E Source: MiQ/ Adsafe integration, March
2020 -March 2021
100
78
81
92
80 62
71
63
42
58
36 41
60 37
24 27 29
13 33
15 17
9
5 11 13 9
40 P R E PA N D E M I C INITIAL LOCKDOWN R E- O P E N I N G S I N C E 2021
JAN FEB MAR APR M AY JUN JUL AUG SE P OCT NOV D EC J A N 1- M A R 1 5 ,2 0 2 0 M A R 1 6 - M AY 5, 2 0 2 0 M AY 6 - O C TO B E R 31 , 2020 J A N 21 O N WA R D S
26 27A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
PA R E N T-T E A C H E R - P L AY M AT E S
The year in lockdown usage which has since
impacted everyone, but normalized, indicating that the
perhaps no one as much parents have found a balance
as families with children. between entertainment and
The closure of schools and education. The consumption
daycare mean that parents of kids entertainment and
have been balancing the factual content on linear and
challenges of maintaining OTT TVs remains 13% higher
their jobs while also caring for today compared to a year
and entertaining their children ago, though the average
on a full-time basis. viewing time across these
categories has also gone
In these households, there down by 98 minutes per
was an initial surge in TV month compared to the peak
viewing and gaming console in April-May 2020.
H O W M U C H T V H AV E C H I L D R E N B E E N WATC H I N G?
T U N E- I N S ( I N D E X E D) AV E R AG E S I T T I N G T I M E
I N D E X E D H O U S E H O L D T U N E- I N S I N D E X E D AV E R AG E S I T T I N G T I M E
10 0 100
80 80
60 60
40 40
JAN F EB M AR AP R M AY JUN J UL AUG SEP OCT N OV D EC JAN FEB
2 020 2021
Source: MiQ Advanced TV, Jan 2020- Feb 2021
28 29A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
OTT viewing continues to with children under the age past year in these family During the initial shock of Among all our segments, globe are showing signs of
remain strong among these of eight, up 28% YOY. households, especially lockdown, working parents it’s these parent-teacher- fatigue in their multitasking
parent-teacher-playmate in Canada and the UK. were far less likely to visit playmates who are most roles. Hence it doesn’t come
households with a 14% Online demand for Meanwhile, US households business domains, but as eager for things to get back as a surprise that confidence
increase in viewing time information sources around have tended towards health they have adapted viewing to normal. Whether it’s going in vaccines is highest among
across the OTT platforms current affairs, general and fitness content, while has returned to pre- out for dinner at their favorite young parents, 73% of whom
compared to a year ago. knowledge and factual Indian parents have been pandemic levels. restaurant or traveling for a plan to take the jab compared
This growth has been most content has also grown more drawn to news and holiday, parents across the to 67% among non-parents.
pronounced in households considerably over the sports content.
D O YO U P L A N TO G E T VACC I N AT E D F O R COV I D -19 W H E N I T B E CO M E S
H O W M U C H O N L I N E E D U C AT I O N A L CO N T E N T H AV E P E O P L E CO N S U M E D? AVA I L A B L E A N D YO U A R E E L I G I B L E ?
AU S T R A L I A C A N A DA GERMANY INDIA UK US Source: MiQ / APN integration, UCC P E R C E N TAG E O F R E S P O N S E Source: MiQ/ SAPIO consumer research, Feb -March 2021
reports, Jan 2020- Feb 2021
I N D E X E D AC T I V I T Y YES NO I H AV E A L R E A DY
B E E N VAC C I N AT E D
60 0
85
50 0 89 WITH KIDS 73% 24 % 3%
56 73
63
50 81
40 0 74
100
82
86 1 00
60
45 78 WITHOUT KIDS 67 % 26% 7%
30 0 59 78
83 57
68
98 90
57 82
35
200 75 93
39 53
73 49 53
36 33
77
31 96
10 0
80 72 64
94
69
1 00
53 56 57 66
30 40
0
JAN F EB M AR AP R M AY J UN J UL AUG SEP OCT N OV D EC JAN FEB
2020 2021
30 31A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
F I T N ES S FA N AT I C S
Lots of people have used the a heavy interest in lifestyle audiences polled with only a
year in lockdown to get in content. quarter working out at home.
shape. Primarily composed Younger audiences (18-35)
of students and professionals Nearly a third of Indian were more likely to exercise
between 25 and 44 years and UK consumers in our outside, a tendency which
of age (and skewing male), survey have spent more time grew as the lockdown year
fitness fanatics have been working out at home this year, went on.
extremely active on health while the US audiences were
and fitness sites and showed the least active among all
H O W M U C H T I M E D I D P E O P L E S P E N D E X E R C I S I N G AT H O M E CO M PA R E D
TO P R E- LO C K D O W N ?
P E R C E N TAG E O F R E S P O N S E Source: MiQ/ SAPIO consumer research, Feb -March 2021
24 % SPENT LESS TIME 46% ABOUT THE SAME TIME 29% SPENT MORE TIME
LIKLIHOOD INDEX
0. 2 1 0. 2 1
0. 2 8 0. 2 7 0.24 0.25
0. 5 0. 5 1 0. 3 6 0.4 3
0. 4 8 0.5
0. 3 6 0.3 2
0. 3 0. 2 8 0. 2 5 0.25
AU S T R A L I A C A N A DA GERMANY INDIA UK USA
R EG I O N
32 33A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
I N T E R E S T I N M E M B E R S H I P F O R GY M S A N D F I T N E S S C E N T E R S S I N C E
T H E R EO P E N I N G O F LO C K D O W N S
NORMALIZED SEARCH INTEREST Source: MiQ / Adsafe integration, March
2020 -Feb 2021
0 100
Where gyms and health mutations have impacted
clubs reopened during the interest in gyms and health
year (even if the opening clubs adversely: in the US
was temporary or limited and Canada, people are still
in capacity), young fitness considerably apprehensive
enthusiasts across Australia about working out at the gym
and the UK were the first but are getting increasingly
ones to renew their gym more comfortable with going
memberships. But the later outside for a jog or bike ride.
waves of the virus and new
34 35A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
W H AT K I N D S O F F I T N E S S H AV E P EO P L E T R I E D O U T ?
CALESTHENICS B O DY W E I G H T T R A I N I N G AT- H O M E W E I G H T T R A I N I N G YO G A / M E D I TAT I O N RUNNING/ JOGGING Source: MiQ Adsafe Integration,
Jan 2020 -Feb 2021
GY M / F I T N E S S C LU B S BIKING / SPINNING O U T D O O R S P O RT S
P R E PA N D E M I C INITIAL LOCKDOWN R E- O P E N I N G N E W WAV E NOW
J A N 1- M A R 15 , 2020 M A R 1 6 - M AY 5 , 2 0 2 0 M AY 6 - O C TO B E R 31 , 2 0 2 0 N OV 1 , 2 0 2 0 - J A N 1 5, 2 0 2 1 J A N 1 6 ,2 0 2 1 O N WA R D S
NORMALIZED SEARCH INTEREST
ON
DI TAT I Young fitness enthusiasts across Australia and the UK were the
ME
G A/ first ones to renew their gym memberships when as the initial
YO
lockdowns were lifted. But after witnessing a surge in new
infections (and a second set of lockdowns), fitness enthusiasts
OUT
DOO re-engaged with health and fitness content online.
R SP
O RTS
CALIS
TRAINING THE
T NI
W EIGH CS
DY S
ITNE S CLUB
BO /F S
M
GY
NING
NG /SPIN
B IKI
ING
R U N N I N G /J O G G The fitness first audience month online. While yoga and
looks set to keep up its meditation were popular in
healthy habits post-lockdown. the US and India, calisthenics
A quarter have looked at and bodyweight exercises
home cooking and meal prep gained popularity in Germany
AT
-H
OM as a way to stay healthy, while and in Australia.
EW
E IGH three in five have researched
T TR
AIN
ING and engaged with fitness
content at least once per
36 37A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
H O W M U C H E F F O RT H AV E P EO P L E B E E N P U T T I N G I N TO T H E I R
W E L L- B E I N G S I N C E T H E S TA RT O F T H E PA N D E M I C
P E R C E N TAG E O F R E S P O N S E AC R O S S A L L R E G I O N S Source: MiQ/ SAPIO consumer research, Feb -March 2021
I PUT MORE EFFORT INTO THIS I P U T L E S S E F F O R T I N TO T H I S
57 % 1 8-2 5 21%
6 2% 2 6 -3 5 14%
60% 3 6 -4 5 11%
46 % 4 6 -55 1 0%
39 % 5 6 -6 5 9%
34% 66+ 4%
Mental and emotional
wellness sites also ranked
highly among the fitness first
audience. 60% of people
aged 26-45 put effort into
maintaining their physical,
emotional and mental
wellness. Indian audiences
60%
were most conscious of
maintaining their health, while
O F P E O P L E AG E D
the Canadian and American
2 6 -4 5 P U T M O R E E F F O RT
audiences were least
I N TO M A I N TA I N I N G
conscious among the global
P H Y S I C A L , E M OT I O N A L
audiences polled.
A N D M E N TA L W E L L N E S S
38 39A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
E N T E RTA I N M E N T J U N K I ES
While a lot of people around a large segment who spent a Australia spent more time in
the world used the year majority of their time in front front of their TVs. However
in lockdown to improve of their television screens or the uptick for entertainment
themselves and develop on their laptops watching content in India and Germany,
new skills or re-connect with TV shows and movies. 50% though still significant, was
some old hobbies, there was of households in the UK and considerably lower.
H O W M U C H H AV E P EO P L E I N D I F F E R E N T CO U N T R I E S B E E N WATC H I N G T V ?
I S P E N D L E S S T I M E D O I N G T H I S T H A N A Y E A R AG O ABOUT THE SAME Source: MiQ/ SAPIO consumer research,
Feb -March 2021
I S P E N D M O R E T I M E D O I N G T H I S T H A N A Y E A R AG O
P E R C E N TAG E O F R E S P O N S E
1 2% 10% 17 % 14% 12 %
2 6%
40 % 43% 37% 43% H O W H A S L I N E A R A N D OT T CO N T E N T CO N S U M P T I O N C H A N G E D OV E R T H E
46 % 3 6%
LAST YEAR?
48% 47% 49 % 45%
37 % 37% OT T P L AT F O R M - AC T I V E H O U S E H O L D S OT T P L AT F O R M - TOTA L V I E W I N G T I M E
T R A D I T I O N A L P L AT F O R M - AC T I V E H O U S E H O L D S T R A D I T I O N A L P L AT F O R M - TOTA L V I E W I N G T I M E
AU S T R A L I A C A N A DA GERMANY INDIA UK USA
NORMALIZED INDEX Source: MiQ Advanced TV, Jan - Dec 2020
REGION
100
But TV was not the only period between April-May on OTT platforms has grown
entertainment platform 2020. Though those numbers 19% among people aged
audiences flocked to. We have since normalized, they 18-34, the traditional OTT
also saw a considerable continue to be higher than loyalists. But it’s grown even
increase in activity across the year before. more strongly among people 80
gaming consoles and online aged 35 and older (21%),
gaming platforms. US and Likewise, the consumption of many of whom are likely to be
UK audiences saw close to entertainment and gaming new to OTT. It’s a safe bet that
a 300% increase in gaming content online and on TV this new enlarged audience
activity across consoles and continues to be higher means marketers will need to
on online gaming forums compared to pre-lockdown rethink their profiles for OTT
60
during the initial lockdown levels. Content consumption targeting in the future. JAN FEB MAR APR M AY JUN JUL AUG S EP OCT NOV DEC
2020
40 41A Y E A R O F LO C K D O W N S T H E AU D I E N C E S LO C K D O W N C R E AT E D
W H AT I T E M S A R E YO U M O R E L I K E LY TO B U Y O N L I N E I N A P O S T- PA N D E M I C W O R L D?
ONLINE SHOPPERS
1 8-2 5 2 6-35 36-4 5 4 6-55 56- 65 65+
P E R C E N TAG E O F AU D I E N C E
Online shopping became that have eased lockdowns, 60% of German shoppers
the norm during the year in other categories the and half of Indian consumers
C L OT H I N G A N D
in lockdown. From buying shift to online seems more are still apprehensive about 5 1% 50% 50% 4 2% 4 0% 36%
AC C E S S O R I E S
groceries online to making permanent. 46% of the going to physical stores to
major purchases like big consumers surveyed are buy daily essentials. And a CONSUMER ELECTRONICS
33% 39% 42% 35% 3 2% 26 %
ticket electronics, online positive about buying heavy majority of US, UK and A N D E N T E R TA I N M E N T
marketplaces attracted clothing and accessories Canadian consumers are likely 18 %
B E AU T Y P R O D U C T S A N D
consumers across the board. online even once shops to continue buying clothing, 37% 39% 3 8% 30% 26 %
PERSONAL CARE
reopen, with 36% saying consumer electronics and
And while we’ve seen the the same of electronics and beauty products online. 20%
interest in online shopping entertainment, and 33% about
ESSENTIALS 32% 35% 3 8% 30% 26 %
normalize for things like beauty products.
everyday essentials in areas BOOKS AND PERIODICALS 2 8% 33% 34% 28% 29% 28 %
H O W CO N F I D E N T A R E CO N S U M E R S A B O U T G O I N G B AC K TO P H Y S I C A L S TO R E S ? H O M E I M P R OV E M E N T 2 8% 33% 32% 2 5% 22% 19%
SHOPPING FOR ESSENTIALS SHOPPING FOR NON-ESSENTIAL PURCHASES Source: MiQ/ SAPIO consumer research, 20%
Feb -March 2021
MEDICINES 22% 27% 26% 2 1% 21%
P E R C E N TAG E O F R E S P O N D E N T S P L A N N I N G TO G O O U T S I D E
19 % 18 % 10%
BIG TICKET ELECTRONICS 23% 27% 26%
62 % 11% 11% 13 %
N O N E O F T H E A B OV E 24% 29% 34%
46 % 51%
52%
39%
48% Source: MiQ/ SAPIO consumer research, Feb -March 2021
68 % 72%
61% 60% 55%
44 %
AU S T R A L I A C A N A DA GERMANY INDIA UK USA
REGION
42 43A Y E A R O F LO C K D O W N S T HOEKBI N
LO I GG TARH
ENE ADDS
4 In this study, we’ve looked at how the year in lockdown
has changed consumers and which of those changes are
likely to last once lockdowns are a thing of the past. With
vaccines being rolled out around the world, we can all
hope that a return to normal is coming soon.
But it’s also an unfortunate especially with regards to likewise grows, reaching your
fact that COVID isn’t over yet. online retail, entertainment, audience at the right time, in
There’s still a lot of uncertainty and education. the right place and with the
about what the future looks right message becomes a
like and how quickly things For advertisers, that means tougher proposition.
Looking ahead like in-store shopping, travel there are more ways to learn
and outdoor entertainment about and reach your digital But all the data to get it right is
will return. audience than ever. And available to you. And, with the
Looking ahead 45 About MiQ 46
this represents an enormous right programmatic partners
One thing we can be fairly opportunity - and a challenge. and data specialists to assist
certain about, however, is As the number of addressable you, reaching the new post-
that the year in lockdown has channels increases, and lockdown consumer can be
accelerated a lot of trends the number of signals you more efficient and effective
that were already in progress, receive from those channels than the pre-lockdown world.
44 45A Y E A R O F LO C K D O W N S LO O K I N G A H E A D
ABOUT MiQ
We’re MiQ, a programmatic media partner for marketers
and agencies. We connect data from multiple sources to
do interesting, exciting, business-problem-solving things
for our clients. We’re experts in data science, analytics and
programmatic trading, and we’re always ready to react and
solve challenges quickly, to make sure you’re always spending
your media investments on the right things in the right places.
Please visit us wearemiq.com
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