#COVID-19, continues to impact the digital trends and consumption across India - iProspect
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#COVID-19, continues to impact the digital trends and consumption across India.
THE SHIFT IN POST OUTBREAK AND THE NEW WFH CULTURE #TOGETHERAPART Pls Note - We have looked at Jan as the Pre COVID-19 period and compared it with recent week. This deck is a compilation of data from different industries, platforms & reports
Industries need to be COVID-19 ready, by innovating and adapting to the new normal… Telecom, media, healthcare and essential needs have fueled some brands during the pandemic; however, the luxury and travel segments have witnessed a sharp decline in online traffic. https://contentsquare.com/blog/articles-and-research/coronavirus-impact-on-online-behavior-update-3/
#IndiaFightsCOVID-19 COVID-19 related searches are now the most popular searches on Google, exceeding searches about other news, politics, Facebook, Amazon, or even porn.
Insurance search has declined during the COVID-19 lockdown phase
SEARCH TRENDS
q Though the insurance category is dependent on online, the pandemic has driven
people to look away from Insurance.
Car & bike insurance search trends have dropped during the COVID-19 lockdown phase q Car and bike insurance during lockdown has taken a low priority, and the same reflects in the search trends.
Health insurance search trends have dropped during the COVID-19 lockdown phase q While there is a general anxiety and awareness about health and hygiene, the sentiment hasn’t benefited the health Insurance segment.
#TogetherApart trend has fueled unexpected demand for online
services and essential commodities…
• Personal care
• Hygiene
• Baby Care
• Ready to Eat
• Mosquito Repellents
• Mobile Wallets
q While manufacturing grinds to a halt across key sectors, online medical care, medical
supplies, pharmaceuticals, health-related industries, education, payment, media &
OTT witnessed a surge in demand and acceptance.
q Sales of hand sanitizer reported 1425% growth, face mask grew over four times, hand
wash by 86%, floor and toilet cleaner by 77%.
The virus continues to disrupt Indian consumer’s shopping and payment habits in an unprecedented manner. BigBasket and Grofers has cancelled lakhs of orders in the past week as the demand has surged over five times and are currently operating at 60% of their capacity compared to 10% in the pre-COVID-19 phase.
Exponential surge in demand for hand sanitizers and an opportunity for liquor firms. q Liquor firms in India are seeking permission to manufacture hand sanitizers at their plants as an effort to compensate short supply in the wake of COVID-19 outbreak.
Anxious parents put kids on ed-tech platform as schools, colleges and tutorials are closed. q Students followed by working professionals have fueled growth across ed-tech players, such as UpGrad, Vedantu, CL Educate, Imarticus Learning, Simplilearn and Toppr have seen huge increase in new users.
There are more cancellations than booking in certain categories
during these uncertain times…
• Travel
• Logistics Technology
• Banking Insurance
• Hospitality
• Entertainment
q Apparel, Travel, Footwear and Other Luxury Goods have dropped significantly from the current
priorities of Indian’s fighting the Coronavirus.Fitness goes to Social Media, while we continue to maintain social
distance.
q People continue to search for DIY masks, sanitizers, haircuts and seek online fitness tips during lockdown…Social Behavior, Gaming and Apps…
Janata-Curfew leads to spike in social media activity across channels…
Source :SOCIAL Facebook, Twitter, YouTube & Instagram: Fight misinformation regarding Coronavirus by redirecting all COVID-19 related queries to credible sources only and updating creator guidelines
GOVT & SOCIAL ORGANISATIONS World Health Organization & GOI: WhatsApp helpdesk/ chatbot to answer COVID-19 related queries Source: Mashable
Adventure followed by Quizzing games has seen a surge in engagement
Source :
q Gaming helps reduce stress and anxiety, something that’s the need of the hour for most people
fighting the Covid-19 pandemic.Top Apps
Category App Publisher Usage Rank
Kiddos in Kindergarten - Free Games
Games > Educational Ara Ohanian Mobile Apps 1
for Kids
Communication WhatsApp Messenger WhatsApp Inc. 2
Video Players & Editors YouTube Google LLC 3
Tools Phone Google LLC 4
Communication Google Chrome: Fast & Secure Google LLC 5
Tools App Vault Xiaomi Inc. 6
Social Facebook Facebook 7
Truecaller: Caller ID, block robocalls &
Communication True Software Scandinavia AB 8
spam SMS
Communication Messages Google LLC 9
Tools Google Google LLC 10
Social TikTok - Make Your Day TikTok Inc. 11
Social Instagram Instagram 12
Communication Contacts Google LLC 13
Tools Clock Google LLC 14
Social Helo - Discover, Share & Communicate Helo Holdings Limited 15
Messenger – Text and Video Chat for
Communication Facebook 16
Free
Social Facebook Lite Facebook 17
Source: SimilarWeb Leadboard, India as of March 28Media consumption and landscape during #SocialDistancing
OTT platforms are seeing a rise during lockdown - Viewer DATA
53% Growth driven 143% growth 80% growth in
primarily by Web Shows Engagement on Live HTML 5 games
originals news
PRE COVID-19 POST COVID-19
Source: MixPanel 2020 (Hotstar, and Voot Data)Increase across reach and frequency !
Visitors to the App have increased Avg. daily new viewers to the app 20% rise in avg. daily
by 15%, led by returning visitors have increased by 14% sessions per user
30% users frequent
the app at least 5
times a day
Source: MixPanel 2020 (Hotstar, and Voot Data)Connected TV has a massive spike in viewership…
67% rise in visitors to the
connected TV app
31% increase in watch time
Source: MixPanel 2020 (Hotstar, and Voot Data)Children control the remote amidst lockdown… Viewership growth by - Age Source :
News consumption has increased 10-fold; top shows continue to
contribute to bulk of the views
News and Thriller content are the biggest gainers in terms of views
70% views come from our top 15 shows
including Khatron ke Khiladi, Naagin and
Choti Sarrdaarni
Source: MixPanel 2020 Hotstar and Voot DataHigher growth in male and older audiences, across India
Regions seeing maximum growth have mirrored the imposition of lockdowns in the country
10% increase in male viewers
7%increase in viewers from the 25+age
group
Source: MixPanel 2020 (Hotstar and Voot Data)OTT specific platform data
ZEE 5 HOTSTAR
22% 15% 11% 15%
increase increase in increase in increase in
in MAU DAU mins/day DAU
viewingPM’s COVID-19 address, creates ripple effect across media consumption… NEWS CONSUMPTION - Growth of Users Source :
News numbers has seen 23% increase during COVID-19 lockdown
TOI March Feb increase in %
Unique Views 15,92,39,920 12,95,36,865 22.93
Page Views 135,13,36,723 106,56,02,358 26.81
Source : Times of IndiaBusiness News has noticed a 88% increase in the number of views ET March Feb increase in % Unique Views 74,039,959 39,235,072 88.7 Page Views 564,494,856 308,278,011 83.1 Source : Economics Times
The ebb and flow of trends…
General News sees a spike
Pre & During COVID-19
%
61
Compared with Week of Feb 10-16 vs
Week of Mar 16-22
Insights:
Week of Feb. 10-16, 2020 visits to websites and mobile apps in the “General News” category increased by 61% in the week
of March 16-22, 2020. However, the Week of Mar 16-22 visits went up by 50% alone. Sites like ET, TOI, The Hindu et alBusiness News see an inflow of unique visitors
Pre & During COVID-19
%
65
Compared with Week of Feb 10-16 vs
Week of Mar 16-22
Insights:
The number of unique visitors increased by 22% between the weeks of March 9-15, 2020 and March 16-22, 2020, while the
increase in total visits was 34%, and total minutes increased by 27%. Sites like MoneyControl, LiveMint et alImpact of sporting events cancellation
Pre & During COVID-19
76 %
Compared with Week of Feb 10-16 vs
Week of Mar 16-22
Insights
With went into the complete lockdown, all the sports events was reflected in a decline in reach of, and engagement with,
sports websites or mobile apps. Sites/Apps like Dream11, Espncricinfo, Cricbuzz, NDTV Sports et alHail no more
Pre & During COVID-19
43 %
Compared with Week of Feb 10-16 vs
Week of Mar 16-22
Insights
Visits to websites and mobile apps in the car transportation category, which includes ride hailing apps, saw a decline of 43%
in March 16-22, 2020. Sites/App zoomcar, drivezy, ola, Uber et alGame mode on!
Pre & During COVID-19
%
24
Compared with Week of Feb 10-16 vs
Week of Mar 16-22
Insights
People have turned to online games between the weeks of Feb. 10-16, 2020 and March 16-22; 2020, visits to online
gaming websites or apps increased by 24%. Engagement, as measured by time spent on gaming sites or apps, increased
by 21% during the same time period. Sites/Apps like rummycircle, ace2three, gamezopStay Safe
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