COVID - 19 EFFECTS AND IMPLICATIONS PHASE-3 - DAS I ISTANBUL
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COVID – 19 EFFECTS AND IMPLICATIONS PHASE-3 DAS I ISTANBUL AUGUST, 2020
TABLE OF CONTENTS 1 “Covid-19 Status 5 Media & Content 2 Consumer Reaction to 6 The Role of Brand & Key Outbreak Topics 3 Daily Life and Changing Behaviours & Attitudes 4 Covid-19’s Impact on Purchase Patterns
1. COVID-19 STATUS 3
MAJOR TOPICS THAT WE BELIEVE WILL BE WITH US FOR THE NEXT MONTHS AND MAYBE EVEN LONGER... Uncertainty about the Uncertainty about Uncertainty about Social Economy and Spending Health and Hygiene Life & Gatherings 4
CORONAVIRUS IS CONTINUING ITS SPREAD ACROSS THE WORLD, WITH OVER 18 MILLION CONFIRMED CASES IN 188 COUNTRIES. MORE THAN 700,000 PEOPLE HAVE LOST THEIR LIVES. The WHO says Latin America is the epicentre of the pandemic. Brazil has the second highest number of cases in the world and has recorded almost 96,000 deaths, while Mexico, the second-most affected country in the region, has recorded almost 49,000 deaths. Cases are also increasing rapidly in Colombia, Peru, Argentina and Bolivia. The World Health Organization's (WHO) special envoy David Nabarro told the BBC that the virus is capable of "surging back really quickly" and is "returning all the time". SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4 5
DECREASING CASE TREND IN TURKEY STARTED TO RISE AGAIN AFTER HOLIDAYS IN THE LAST TWO WEEKS. In Turkey there are 261.194cases and 6.163 deaths and 239.797 recovered patient. After Social isolation restrictions were lifted, the number of cases have increased. Increasing trend was observed starting from 4th of June to 17th of June. During the mid of summer the downtrend has started again. However, holidays have had negative impact on cases. SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4 6
ECONOMIC UNCERTAINTY IS PREDICTED TO CONTINUE GLOBALLY Global growth is projected at –4.9 percent in 2020, 1.9 percentage points below the April 2020 World Economic Outlook (WEO) forecast. The COVID-19 pandemic has had a more negative impact on activity in the first half of 2020 than anticipated, and the recovery is projected to be more gradual than previously forecast. In 2021 global growth is projected at 5.4 percent. Overall, this would leave 2021 GDP some 6½ percentage points lower than in the pre-COVID-19 projections of January 2020. Real GDP growth Annual percent change 2020 Projections Italy -9.1 Spain -8.0 France -7.2 Germany -7.0 UK -6.5 US -5.9 Turkey -5.0 SOURCE: https://www.imf.org/en/Publications/WEO/Issues/2020/06/24/WEOUpdateJune2020 7
NEW WORDS & CONCEPTS TAKING PART IN OUR LIFE «Wear Your Mask» Remote Online Quarantine Working Education Pandemic Isolated Epidemic QR Menu vacation Concerts Social Online With Car Distancing Meetings Pandemic 8
WHAT WE HAVE BEEN THROUGH AND STILL GOING THROUGH. Acute Outbreak Adapting to New Normal 18 March 3 April 16 April 11 March Covid-19 city breakdowns were Layoffs were banned for 3 The Minister of Health First person, 86 years old announced. 8.852 people were months. Government support announced the first case of man died because of confirmed as Covid-19 positive for workers taking unpaid corona virus. Covid-19. in Istanbul. leave. 12 March 21 March 6 April 20 April President Recep Tayyip Erdoğan 4 days of lockdown was Schools were vacationed due Lockdown was declared on declared. 23th to 26th of April people over the age of 65. banned sales of masks, to the corona virus. were curfewed. This is the government would give free masks to everyone for support. longest lockdown of Covid-19. 15 March 25 March Schools were vacationed Umrah passengers (10K until April 30. 10 April 29 April passanger) quarantined in Ankara. Lockdown was declared for the Ziya Selçuk announced 27 March weekend for the first time. that remote education is 16 March extended until 31 May. Intercity transportation is restricted. 12 April 3 May Entertainment places and Süleyman Soylu resigned after the For the first time, number of cafes have been temporarily 29 March reactions to the management of healed patients exceeded the closed. Restrictions were the lockdown but resignation wasn’t Total death number number of existing Covid-19 applied to mosques, as well. accepted by President Erdoğan. passed 100 people. patients. 9
AT SOME POINT, NEW NORMAL HAS ARRIVED. 4 MAY 5 MAY 10 MAY 11 MAY Covid19 guide was Single-double plate Going out for 4 Barbers, hairdressers, prepared by restriction for taxis hours permisson beauty salons and Turkey's health lifted was given to over shopping malls ministry the age of 65 opened 9 JUNE 1 JUNE 27 MAY 20 MAY 13 MAY The closing time of The number of pandemia The ban on entry and exit to 13 Banners were posted in the Going out permission restaurants and hospitals has been reduced and cities has been lifted. These workplaces, the status of the was given to under cafes has been normal operation has been re- cities are: Kayseri, Aydın, place, the working hours the age of 20 extended from opened. Travel limit has been Antalya, Muğla, Mersin, and the maximum number 22.00 to 24.00. removed. Curfews have been Mardin, Şanlıurfa, Gaziantep, of people who can coexist lifted. Restaurants, cafes, Erzurum, Van, Diyarbakır, has clarified on this posters. swimming pools, spas, beaches Ordu, Trabzon. HES sysyem started. were opened. 27-28 JUNE 1 JULY 17 JULY 1 AUGUST 24 AUGUST Higher Education Health workers were given a day Removal of Social security Opening of private and public education Institutions Exam off. Nurseries are opened. Wedding restrictions on audits are resumed institutions (kindergarten, primary halls were opened with the termination of school, secondary school, high school) in condition of not exceeding 25% employment or the last week of August, with make-up capacity. Cinema, theater and show service contracts education for the 2020-2021 academic centers were opened. year. 10
WITH THE COMING OF NEW NORMAL, PEOPLE SEARCHED FOR A SAFER OUTDOOR ACTIVITY. Source: Google Trends 11
APPROXIMATELY 30 MILLION CONTENT WERE SHARED ABOUT COVID- 19 DURING THE PERIOD OF ACCUTE OUTBREAK, ADAPTING NEW NORMAL AND NORMALISATION PERIOD. Twitter became one of the main sources in the whole Covid-19 time. Health Minister’s active Twitter usage Total Mentions Unique Authors one of the reason of it. 29M 8M Pagetype Breakdown 30M 25M Mention Volume 20M 15M 10M 5M 0 Twitter News Forums YouTube Blogs Instagram Reddit Facebook Review SOURCE: Brandwatch 12
Mention Volume 100k 200k 300k 400k 500k 600k 700k 800k 0 9 Dec 12 Dec 15 Dec 18 Dec recovery phase. SOURCE: Brandwatch 21 Dec 24 Dec 27 Dec 30 Dec 2 Jan 5 Jan 8 Jan 11 Jan 14 Jan 17 Jan 20 Jan 23 Jan 26 Jan 29 Jan 1 Feb 4 Feb covid-19» are decreasing whil we’re enterinhg to the 7 Feb 10 Feb Mentions which are related directly with «coronavirus or 13 Feb 16 Feb STARTED TO DECREASE. 19 Feb 22 Feb 25 Feb 28 Feb 2 Mar 5 Mar 8 Mar First COVID-19 Case in Turkey 11 Mar 14 Mar 17 Mar 20 Mar 23 Mar 26 Mar 29 Mar 1 Apr 4 Apr announced 7 Apr First death case 10 Apr 13 Apr 16 Apr 19 Apr 22 Apr 25 Apr 28 Apr 1 May 4 May 7 May 10 May 13 May 16 May 19 May 22 May 25 May 28 May 31 May 3 Jun 6 Jun 9 Jun 12 Jun the number of cases. 15 Jun 18 Jun 21 Jun 24 Jun PEAKED DURING THE ACUTE OUTBREAK, THE CONVERSATION 27 Jun 30 Jun 3 Jul 6 Jul 9 Jul Normalisation 12 Jul 15 Jul 18 Jul 21 Jul During the normalisation period, eventhough the 24 Jul Covid – 19 number of cases mentions 27 Jul 30 Jul 2 Aug conversation strated to decrease, most prominent topics is 5 Aug
COVID-19, MOSTLY HAS OCCUPIED OUR TWITTER AGENDA AT THE BEGINNING. AFTER PEOPLE STARTED ADAPTING TO NEW NORMAL, SOCIAL PROBLEMS AND ENTERTAINMENT TOPICS RETURNED TO OUR AGENDA. Acute Outbreak Adapting New Normal Normalisation Eventhough case numbers worried Twitter users, people continued to share social and entertainment contents more. 14 14 SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4
2. CONSUMER REACTION TO OUTBREAK 15
CONCERN TOPICS: THE WORSENING OF THE ECONOMIC SITUATION CREATES MORE ANXIETY THAN THE POSSIBILITY OF THE SECOND WAVE 60,00% %44 %57 50,00% 40,00% 30,00% 20,00% 10,00% 0,00% Ekonomik durumun kötüye İkinci dalganın olmasından oldukça Gelecek hakkında oldukça endişeliyim Bu durum beni ve ailemi finansal Koronavirüs gündemi günlük hayatımı Şu anda içinde bulunduğumuz durum Kendime ne kadar dikkat edersem gitmesinden ve işsizliğin artmasından endişeleniyorum anlamda daha dikkatli olmaya ve etkiliyor beni oldukça endişelendiriyor] Şu edeyim hastalığa yakalanacağımdan endişeleniyorum önlemler almaya zorladı anda içinde bulunduğumuz durum korkuyorum beni oldukça endişelendiriyor Kesinlikle katılmıyorum Katılmıyorum Ne katılıyorum ne katılmıyorum Katılıyorum Kesinlikle katılıyorum The main reason for the increasing anxiety for the future is financial uncertainty «The current situation we are in worries me a lot» Although people are afraid of financial uncertainty and the deterioration of the economy, they rely on themselves when it comes to hygiene and self %70 %85 %73 protection. Those who pay attention to their personal hygiene are less afraid of getting sick. 1. Wave 2. Wave 3. Wave SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q1- Below are some expressions of people's concerns about covid-19. Please indicate your rate of agreement with the sentences in each line?) 16
CONSUMERS MOSTLY HAVE ANXIETY ABOUT ECONOMICAL SITUATIONS. AND THERE IS ONE IMPORTANT QUESTION IN MINDS: HOW WILL THE PERSONAL FINANCE SITATUATION BE AFFECTED WHEN ALL THE WORLD GET THROUGH THE PANDEMİC PERIOD? Economical rescession is the key point (%82) that worries consumers. %80 is also worrying for financial security. Fearing for second wave (%77) is the third anxiety reason which sums up the situation best for us. The pandemic hasn’t over yet and more than half of consumers forecasting it will be continuing at least 5 months, despite every normalization and distant socializing rules we’re expecting for second wave. 82% 80% 77% 75% 73% 51% Economic recession Financial security Second Wave Overall anxiety Future Impact on health SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q1- Below are some expressions of people's concerns about covid-19. Please indicate your rate of agreement with the sentences in each line?) 17
MONETARY SIDE OF PROBLEMS 35,00% %43 Generation Z 30,78% %66 Baby Boomers 30,00% %57 The epidemic affected my income. 25,00% 20,00% The epidemic did not affect my income 17,50% %27 right now, but I expect it to affect in the 15,00% 13,66% 13,31% future. I don't think the outbreak will have an 10,00% %13 impact on my income. 7,55% 6,42% 5,43% 4,11% 5,00% 1,24% %3 I have no idea 0,00% Bu soru bana Daha önceki Çalışma İşimi Ücretsiz izine Diğer Daha önceki Alacağım Şirket yan uygun değil gibi çalışmaya saatim ve kaybettim çıkarıldım gibi zam/bonus hakları devam aldığım ücret çalışıyorum ertelendi kaldırıldı ediyorum azaltıldı ancak evden çalışıyorum The pace of work has not decreased, but customers have. 57% said that their income was affected due to the outbreak, while 17% said that they continued to work as before to make money in the worsening economic conditions. In addition to financial deterioration, this situation leads to a decrease in living standards and a decrease in trust in the work. SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Left Q2- When considering personal or household income, which of the following statements best describes your current situation?, Right Q3- How has Covid-19 affected your business?) 18
WHEN IT COMES TO THE SECOND WAVE THE MOST FREQUENTLY ASKED QUESTION IS WHEN IT WILL BE? Consumers think that Autumn will be very dangerous for Covid-19. It is thought that The Second Wave will be encountered during the Autumn. It can be say that consumers will be more anxious during the Autumn. It is important to give supportive messages. Especially supporting messages with solid informations. 3500 3000 Mention Volume 2500 2000 1500 1000 500 0 Autumn Winter Source: Brandwatch 19
KEEPING THE SOCIAL DISTANCE IS THE KEY 70,00% The panic caused by the pandemic is still not dampened. While daily cases and death numbers are followed closely; It seems that people aged 60,00% 56-80 are relatively more sensitive about the rules of social distance. In addition to this, although following the social distance rules makes 50,00% people comfortable, being away from their loved ones creates sadness and longing. Those who say they understand the value of their loved 40,00% ones are 24%. 30,00% 20,00% 10,00% 0,00% Sosyal mesafe İnsanlar dışarda Hala günlük Sosyal mesafe Kendim ve Gelecek Kısıtlamalar ve Ailem ve Pandemiyle Bu durumun Sosyal izolasyon Sürekli aynı Günlük Salgını Sosyal izolasyon Istediğim ve kalabalık bana vaka sayılarını ve hijyen sevdiklerim hakkında istediğim gibi sevdiklerimin birlikte artık akıl döneminde evde vakit hayatıma atlattığımızı döneminden yerlere yerlerden yaklaştığında ve ölüm kurallarına hakkında umutsuz ve hareket değerini anladım bugünümü sağlığım ve edindiğim yeni geçirmek ailem, adapte oldum düşünüyorum önceki çoğu gidiyorum ve kaçınma araya mesafe sayılarını uymayan endişeli stresli edememekten ve daha bağlı yaşamaya daha dengem davranışları ev arkadaşım ve ve virüsün ve yakın davranışıma istediğim şeyleri konusundaki koyuyorum yakından takip insanlar hissediyorum hissediyorum sıkıldım hissediyorum fazla üzerinde devam partnerimle etkisini günlük zamanda yani eski kendimi farkındalığımı ediyorum gördüğümde odaklandım belirgin etkileri ettiriyorum ve ilişkimi zorluyor yaşantımda çok tamamen alışkanlıklarıma kısıtlamadan sürdürüyorum sinirleniyorum var bunlardan zevk hissetmiyorum biteceğinden geri döndüm. yapıyorum. ve buna göre ve uyarıyorum almaya umutluyum hareket başladım. ediyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q5- Can you indicate the expressions that best determine your mood and general behavior as you enter the new normal period?) 20
IN THE MIDST OF THE NORMALIZATION PROCESS, ANXIOUS EXPRESSIONS DECREASED. HOWEVER, IT HAS INCREASED AGAIN WITH THE RISE OF CASE NUMBERS DUE TO HOLIDAYS AND NEGLECTION OF PRECAUTIONS 350k During the normalization period; mostly happy, smiling 300k laughing emojis have been used. Happiness of re-socialising Mention Volume 250k again and humorous contents are the reason behind it. 200k However; At the begging, consumers have some concerns as well. With 150k the Bairam greetings and crowded holiday places have caused 100k increasing in concerns. 50k 0 Covid 19 - Covid 19- Covid 19 - Covid 19 - Covid 19 - Covid 19 - Covid 19 - ❤️ 40k 35k 30k Mention Volume 25k 20k 15k 10k 5000 0 11 May 18 May 25 May 1 Jun 8 Jun 15 Jun 22 Jun 29 Jun 6 Jul 13 Jul 20 Jul 27 Jul 21 Source: Brandwatch
SOCIAL DISTANCE AND HYGIENE ARE THE PRIORITY AMONG THE MEASURES THAT CAN BE TAKEN AGAINST THE VIRUS, THE FIRST METHOD THAT COMES TO MIND AND THE MOST APPLIED ONE IS HAND DISINFECTION %70 %67 %65 %65 %64 When I go out, I am not I disinfect myself when I I often change the mask I I pay attention to hygiene I often wash my hands at going to places that are come home from outside use at home home or out crowded %62 %56 %52 %47 %39 I regularly disinfect my I prefer to spend time I clean the products that I definitely carry my hand I don't eat out, I take my hands when I go out outdoors, in the park and come the house from sanitizer with me own food that I prepared at on the beach rather than outside home. indoors. %29 %26 %10 I prefer to go to places where I am confident in I'm supplementing I work remotely / from terms of cleanliness and vitamins for my immune home hygiene for travel and system vacation SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q6- What precautions do you take for coronavirus in the new normal period?) 22
The anticipation of how long the pandemic will last causes anxiety %49 more than 5 months %6 in 2-3 months «When will the COVID-19 %23 I don’t think it will end %1 in 3-4 weeks epidemic be over?» %12 in 4-5 month %1 in 1-2weeks %9 I’ve no idea SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q4- When do you think the epidemic would end completely in Turkey?) 23
WHEN THE NUMBER OF CASES INCREASE, PEOPLE’S BELIEFS THAT THE OUTBREAK WILL END DECREASE 1800 1600 1400 Mention Volume 1200 1000 800 600 400 200 0 1 Jun 8 Jun 15 Jun 22 Jun 29 Jun 6 Jul 13 Jul 20 Jul 27 Jul 3 Aug Consumer’s despair and anxiety are correlated with the number of cases. It is important to touch these feelings to be able to communicate more sincerely. Also, it is crucial to reach the consumer in real-time especially in times where there’s no hope. Source: Brandwatch 24
3. DAILY LIFE & CHANGING BEHAVIOURS 25
NOW THAT IT’S SAFER TO GO OUT, MEETING WITH FRIENDS OUTDOOR IS INCREASING AS THIS WAS THE MOST MISSED ACTIVITY It is observed that activities such as online theater, online concerts, and digital museums, which increased during the isolation period, started to decrease after the isolation. As a result, after the isolation period, fears did not end, and personal hygiene and cleanliness also increased. %55 Gen Z The use of social media continues to increase after the quarantine as in the pandemic process with 44%. 60,00% %40 Gen Z 50,00% 40,00% 30,00% 20,00% 10,00% 0,00% İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı- sürdürüyorum İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum Seçenek benim için uygun değil SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q10- Can you mark the change rate of your activities in the new normal period after the epidemic compared to the previous period? 26
EVEN IF WE’RE FREE TO GO, WE’RE HOLDING ON SOME «OLD» HABITS Going to shopping malls less %75 Using less public transport %69 Less is more Going to the stores less %65 While those between the ages of 58-80 are While the distribution of women and men is equal in those who say that they will go to in the risk group, they say that they will Going to fast food stores less shopping centers less, the majority is in women not use public transportation as much as %64 who say they will go to stores less. %64 of before. attendees stated that they prefer online and Going to restaurants less mobile shopping because of pandemic. Gym memberships do not encounter %62 cancellations as much as expected. Although it is not as crowded as the shopping Going to cinema less %59 center, shops are also not preferred for all types of products as before. Going to bars/pubs etc less %53 Cancelling gym membership %30 None %9 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q11- 1 When you think of the social isolation period, which of the following behaviors that appear in this period will be the new normal and will apply to you in the next period?) 27 27
IT’S 2020, WE ARE AVOIDING RISKS AND SAVING MONEY NOW In the normalization process after the pandemic, it is seen that people try to avoid risks as much as possible, as well as their need for a sense of unity and solidarity. It is thought that they were caught off guard, and 66% said they would start saving after the pandemic. 58% of those who do not intend to leave the country after the pandemic because we are one of the countries that are relatively less affected. Concepts such as moving out alone and leaving the family are avoided. A few reasons for this are economic uncertainities, longing for affection and such. Due to economic uncertainties, serious steps such as taking a career break, bringing children to the world, changing careers are intimidating people. 66,32% 58,07% 55,80% 53,89% 52,45% 52,43% 46,77% 45,63% 42,82% 40,87% 39,02% 35,89% 30,59% 24,03% 26,47% 23,97% 23,10% 20,41% 18,01% 18,55% 17,19% 14,52% 15,23% 15,12% 12,54% 3,51% Düşünmüyorum Düşünüyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q13- How has the coronavirus outbreak changed your approach to the options below?) 28
TRAFFIC RATES ARE INCREASING DAY BY DAY WITH THE TOTAL NUMBER OF VEHICLES AND POPULATION ON THE ROAD According to TÜİK in May, 52 thousand 80 vehicles were registered to traffic. At the same time, it is observed that the crowd of people on the streets is increasing day by day with the data received from the UYM. 34.4% of the daily average population (5.343.61 people) went out on the streets in Istanbul between June 1-5. People on the Streets March April May June (1-5) 16% 20% 24% 45% Source: https://www.tomtom.com/en_gb/traffic-index/istanbul-traffic/#statistics Source: UYM 2020, TÜİK 2020 29
THE FIRST CONDITION FOR SOCIALIZING: TO STAY AWAY FROM CROWDED AREAS In the normalization process, top 3 occasions that people feel comfortable in the current situation are; Although people think that they can protect themselves, their anxiety for • Socializing in areas such as parks (47%), loved ones continues. Those who don’t have an idea about when • Meeting with friends / family face-to-face (42%), they can easily send their • Meeting with friends / family at home (39%) children back to school are 43%. However, crowded environments continue to be a cause for concern. It is said that especially international travels, gyms, concerts, events, etc. will not be preferred before the epidemic ends. 50,00% 45,00% 40,00% 35,00% 30,00% 25,00% 20,00% 15,00% 10,00% 5,00% 0,00% Şu anda yapıyorum 1-2 hafta sonra 2-3 hafta sonra 1 ay sonra 2-3 ay sonra 4-5 ay sonra 6 aydan daha uzun bir süre sonra Salgın bittiğinde/aşı bulunduğunda Bilmiyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q12- When will you feel comfortable doing the following activities in this period where social isolation and restrictions are gradually decreasing?) 30
CONCERT FUN IS WHERE YOU PARK IT During the adaptation of new normal consumers tried to feed their concert need with live concerts. With the normalization, car concerts have entered our lives. While some consumers want concerts to become widespread, some complain about the high prices. Some of them suffering from not having a car! 31
WITH THAT MOTIVATION, WE SEE THAT PARKS & OUTDOOR SPACES ARE THE NEW SOCIALIZING AREAS In the quarantine period, one of the things that the consumer missed the most was nature, parks, sea sides etc. In fact, this feeling of missing nature has caused increasing the consumer's interest in the garden balcony increased. Because of this, after restrictions lifted consumer find themselves in the parks, public gardens etc. The crowd in the parks found wide coverage on social media agenda. SOURCE: https://www.google.com/covid19/mobility/ SOURCE: Brandwatch 32
THE CONSUMER WHO STAYED AT HOME FOR A LONG TIME HAVE PREFERRED TO GO TO THE SEA SIDES AND PARKS AFTER THE BANS WERE LIFTED Both Google searches and Web mentions peaked in the first week of June. Moda sahili, Caddebostan Sahili the most mentioned ones. After the ban was lifted, the crowd in these places drew attention. Bostancı Sahili Florya Sahili 4% 8% Caddebostan Sahili Moda Sahili Bebek Sahili Florya Sahili Bostancı Sahili Caddebostan Sahili 35% Moda Sahili 47% Bebek Sahili 6% 33 Source: Brandwatch & Google Trends
WHEN IT COMES TO TRAVELLING BY CAR, CAR RENAL MENTIONS HAVE INCREASED COMPARE TO LAST YEAR. IT CAN BE INTERPRITED AS THOSE WHO CAN’T AFFORD A CAR AND DO NOT PREFER TAKE PLANE OR BUSES TEND TO RENT A CAR Car Rental 33500 33000 32500 32000 31500 31000 2019 2020 Garenta Enterprise Yolcu360 Tiktak Moov Source: Brandwatch & Google Trends 34
ALTERNATIVE TRANSPORTATION METHODS ARE ON THE RISE. BICYCLE MENTIONS INCREASED %76 COMPARE TO LAST YEAR Brandwatch Bisiklet 30000 Elektrikli Scooter 25000 20000 15000 10000 5000 Google Trends 0 2019 2020 35 Source: Brandwatch & Google Trends
GOING ON A HOLIDAY WAS ONE OF THE HOTTEST TOPICS, WITH ARRIVING OF NEW NORMAL, CONSUMERS STARTED TO PLAN A VACATION BUT KEEPING IN MIND THE HYGIENE RULES Source: Brandwatch 36
STAYING AWAY FROM CROWDED PLACES IS THE MAIN MOTIVATION REGARDING TO CONSUMERS’ HOLIDAY PREFERENCES. ISOLATED PLACES ARE THE TREND DESTINATIONS. PERSONAL VEHICLE USAGE IS THEIR SAVIOUR! %67 Baby Boomers The average age of those who postponed the holiday is high 54,54% Although the vast majority say they will not plan a holiday before the %24 Baby Boomers pandemic ends, it is also seen that those who are convinced that adequate measures have been taken can make a vacation plan because the lockdown took a long time. 32,47% %43 Baby Boomers 27,70% 17,60% 15,02% 13,88% 8,33% 7,28% 6,69% 4,12% 3,39% Salgının tamamen Çok kalabalık olmayan, Yurtiçinde uçak veya Gerekli tedbirlerin alınması Salgının tamamen Yazlığıma gitmeyi tercih Çok uzun süre hayattan Salgının tamamen Oteller kapasitelerini yarı Yat kiralamayı daha uygun Salgının tamamen bittiğinden emin olana daha sakin bir tatil otobüs ile seyahat etmek durumunda uçak bittiğinden emin olana ediyorum koptuğumuz için tatilimi bittiğinden emin olana yarıya indirdikleri noktada buluyorum bittiğinden emin olana kadar tatil yapmayı lokasyonu tercih ediyorum yerine özel aracımla veya kullanmanın sakıncalı kadar yazlık ev kiralama bildiğim ve sevdiğim kadar sadece kamp güvenliler, orada kalmak kadar sadece karavanda düşünmüyorum araç kiralayarak sehayat olduğunu düşünmüyorum fikrine daha sıcak yerlerde yapma konusunda yapacağım için bir sakınca kalacağım etmeyi tercih ederim bakıyorum bir kısıtlama görmüyorum hissetmiyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q7- Can you mark those you agree with the following statements about traveling / vacationing?) 37
ALTHOUGH HOTELS ARE STILL DOMINANT AMONG THE HOLIDAY OPTIONS, THE DECLINE COMPARED TO LAST YEAR IS REMARKABLE. ON THE OTHER HAND, THERE IS AN INCREASE IN THE MENTIONS OF CARAVAN-CAMP, YACHT RENTAL, VILLA RENTAL At the beginnig of the summer, increasing in searching of caravan- camping, yatch rental and villa rental come to the fore. 45000 40000 35000 It can be said that with this normalization period, the concept of 30000 25000 «isolated holiday» concept has entered our lives. There is a 20000 conspiuous increasing in isolated vacation mentions. 15000 10000 5000 0 Otel karavan / Yat & Tekne Yazlık / Villa izole tatil kamp Kiralama Kiralama 2019 2020 Yat ve tekne kirlama Karavan Villa kiralama Kamp Yazlık kiralama Source: Brandwatch 38
WHEN WE ANALYSE THE TRAVEL TRANSPORTATION PREFERENCES, IT IS SEEN THAT THE TRAVEL BY CAR HAS INCREASED COMPARED TO 2019. TRAVELING BY BUS AND TRAVELING BY PLANE MENTIONS DECREASED COMPARED TO 2019 70000 Hygiene and safeness concerns are two important reasons behind 60000 this. 50000 40000 30000 20000 10000 0 Araba ile Yolculuk Otobüs ile Yolculuk Uçak ile Yolculuk 2019 2020 39 Source: Brandwatch
ROAD PLAYLIST IS A MUST WHEN IT COMES TO TRAVEL. WITH THE LONG JOURNEYS, BOTH MUSIC LISTS AND PODCASTS GAINED MORE IMPORTANCE After analysing #nowplaying hashtag, it is seen that the nostalgia trend continues during the journey as well. Cem Karaca, Sezen Aksu, Barış Manço, Tarkan, Mor ve Ötesi, Sagopa Kajmer are the most played ones. Source: Brandwatch 40
«WHILE THERE IS LIFE, THERE IS HOPE» -STEPHEN HAWKING Having control over something makes people feel safe 80,00% 70,00% Although the global pandemic has influenced the whole world and has created a great panic atmosphere, people's hopes are not exhausted. 60,00% 73% said they wanted the vaccine to be found in order to feel safe; 68% remain sensitive about following social distance rules. 50,00% Since the spread of the virus cannot be controlled, people's main motivation 40,00% is to have control over something. For this reason, the state is asked to provide continuous information about the current situation. 30,00% In addition, those who want to start socializing during the normalization process have requests to make sure that their places are regularly disinfected. 20,00% 10,00% 0,00% Virüsün aşısının / Sosyal mesafe Gidilen her yerde Herkesin düzenli “Hayat eve sığar” Ulusal düzeyde Yaşadığım şehir için Diğer Hiçbiri tedavisinin kurallarının düzenli hijyen olarak test edilmesi mobil koyulan kısıtların koyulan bulunması uygulanmaya kontrollerinin uygulamasının kaldırılması kısıtlamaların devam edilmesi yürütülmesi kullanımının kaldırılması artması ve Covid- 19 taşıyan biri ile temasa geçtiğimde beni bilgilendirmesi SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q9- Which of the following options should you have to get back to your daily life while feeling safe in your new normal order?) 41
4. COVID-19’S IMPACT ON PURCHASE PATTERNS 42
DUE TO CHANGING AND INCREASINGLY UNCERTAIN ECONOMIC CONDITIONS, IT IS SEEN THAT PEOPLE'S FUTURE ANXIETY INCREASES AND THEY TEND TO SAVE MONEY MORE THAN BEFORE 15,27% 21,90% Regarding home economy, women's sensitivity comes to the fore in investing in the future without reducing their living standards. (67%) While people want to save money due to changing economic orders and try not to affect their living standards, the age group who is willing to make the 62,83% most concessions is the Y generation. Gelecek hakkında düşünmek yerine paramı harcamaya daha meyilliyim, çünkü gelecek oldukça belirsiz Hem paramın bir kısmını harcayarak hem de geleceği düşünerek hareket ederek şu anda bir denge oturtmaya çalışıyorum Para biriktirerek ve kendimi olabildiğince kısıtlayarak geleceğe yönelik hareket ediyorum, kendimi güvence altına almaya çalışıyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q15- With the end of the isolation period and the beginning of the new normal, which of the following statements best describes your perspective on spending money?) 43
BIG PURCHASES ARE STILL BEING POSTPONED, CONSUMERS WANT TO SEE THE LIGHT BEFORE GOING FOR BOLD DECISIONS. 65,10% Increased 47,55% 45,94% 38,96% 28,75% 26,28% 25,92% Essentials, snacking and personal & general hygiene categories are still on top. With the arrival of new normal and socialising, consumption of masks remains. Maske, eldiven gibi Kişisel ve genel Taze meyve/sebze Kağıt ürünleri (örn: Soğuk içecekler Atıştırmalık/abur Sıcak içecekler salgından koruyucu hijyen ürünleri tuvalet kağıdı, kağıt (meyve suyu, gazlı cubur ürünleri (kahve, çay vb.) ürünler havlu vb.) içecek, soğuk çay, (bisküvi, çikolata, Hygiene is now a part of our daily life. soda vb.) kuruyemiş, cips vb.) Postponed Most decreased category is clothing which 19,66% 19,10% may indicate the trend of «less is more» is 16,78% settled down. (%31). 14,89% 13,92% 10,84% Araç satın almak Beyaz eşya Ev satın almak Elektronik eşyalar Küçük ev aletleri Lüks ürünler SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 44
Oca'17 Sub'17 Mar'17 Nis'17 Gıda May'17 SOURCE: İpsos Household Panel Haz'17 Tem'17 Agu'17 İçecek SABİT FİYATLARLA, Ocak 2004 = 100 Eyl'17 Eki'17 Oca'18 Sub'18 Mar'18 Nis'18 Kişisel Bakım May'18 Haz'18 Tem'18 Ağu'18 Eyl'18 Temizlik Eki'18 Kas'18 Ara'18 Oca'19 Şub'19 FMCG-TR Mar'19 Nis'19 MAIN CATEGORIES HOUSEHOLD INDEX MONHTLY May'19 Haz'19 Tem'19 Agu'19 Sep'19 Oct'19 Nov'19 Dec'19 Jan'20 Feb'20 Mar'20 Nis'20 May'20 Haz'20 45
E-COMMERCE SITES ARE ON THE RISE Those who realized the usefulness of the online world during the isolation period continue to prefer it after the isolation. While going to shopping centers decreased by 50%, going to shops decreased by 44%; Ordering food through apps increased by 27%, and preferring e-commerce sites increased by 40%. 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 0,00% İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum/Bu seçenek bana uygun değil SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q21-. With the new normal period after the epidemic, could you describe the change in your purchasing behavior specific to the following channels?) SOURCE: Google Mobility Report 46
E-COMMERCE SITE VISITS, WHICH INCREASED WITH THE PANDEMIC PROCESS, CONTINUED IN THE SAME WAY IN THE QUARANTINE AND THE NEW NORMAL PERIOD. First strike effect 14.000.000,00 12.000.000,00 Installs have been trending below the 10.000.000,00 established baseline for 2020, down 12% 8.000.000,00 week-on-week. 6.000.000,00 4.000.000,00 With people at home and longer wait times for 2.000.000,00 online orders becoming more prevalent, users may 0,00 be turning to other pastimes to keep themselves 01.03.2020 01.04.2020 01.05.2020 01.06.2020 01.07.2020 busy and have less need to shop. SOURCE: Similarweb SOURCE: Adjust – App Trends 2020 Report 47
ADDITION TO E-COMMERCE, CONTACTLESS PAYMENT METHODS ARE SUPPORTED AS WELL 60,00% Would the online appointment system change 50,00% the minds of those who avoid shopping malls? 40,00% 30,00% %39 20,00% Would greatly change 10,00% 0,00% Nakit yerine kredi Temassız ödeme ve Koronavirüsü Alışveriş merkezi ve Evime yakın Her zaman satın Ürünlerin hangi It would change to a certain %36 kartı, debit kart ve satın alma nedeniyle eskiye mağazalardan süpermarketlerden aldığım ülkede üretildiğine mobil uygulamalar yöntemlerine sıcak nazaran kaçınıyorum alışveriş yapmayı markalardan satın daha çok dikkat yoluyla ödeme bakıyorum internetten veya tercih ediyorum almaya devam ediyorum extent. yapmayı tercih mobil ediyorum ediyorum uygulamalardan daha fazla alışveriş yapıyorum %17 It wouldn't change my mind. Kesinlikle katılmıyorum Katılmıyorum Ne katılıyorum ne katılmıyorum Katılıyorum Kesinlikle katılıyorum %9 I have no idea. Not spending is a priority, and measures should be taken if necessary Due to changing and increasingly uncertain economic conditions, it is seen that people's future anxiety increases and they tend to save money more than before. However, decreasing social contact is a priority in purchases made for needs. Therefore, the perspective of e-commerce sites and contactless payment methods changes positively. SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q16- Could you please indicate your level of agreement with the following statements about procurement methods in the new normal period after the epidemic?) 48
IF E-COMMERCE IS AVAILABLE, STORES ARE NOT PREFERRED 70,00% 60,00% 50,00% 40,00% During the quarantine period, when the needs can be obtained from e-commerce 30,00% sites, this situation has created a habit 20,00% and the preference of e-commerce sites 10,00% has increased. 0,00% However, products that need to be tried in order to buy them, such as large household items, cars, continue to be purchased from stores rather than e-commerce sites. Mağaza / Market Alışveriş merkezi Internet üzerinden alışveriş/ Internet şubesi Mobil uygulama üzerinden alışveriş/Mobil şube Sosyal medya uygulamaları üzerinden alışveriş (Instagram, Whatsapp vb.) Bu seçenek Uygun değil SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q18- Can you indicate your purchase method for the following categories?) 49
NEW NORMAL, NEW WAYS 81,95% 79,58% 78,62% 74,34% 73,03% With the implementation of new technologies, such unprepared situations are expected to be better 51,43% 50,53% managed. For example, in the case of a disease that can be transmitted through one- to-one contact, contactless / 21,53% delivery and payment methods 19,87% are one of the options that will not 9,29% reduce the frequency of 3,62% 6,19% 6,41% 6,38% consumption but will give more confidence. Temassız Devletin virüsün Ödemeni internet Online randevu Restaurant/kafelerde Maç, eylem gibi Büyük kapalı alanların teknolojilerin yayılmasını önlemek üzerinden, teslimatı sistemi ile mağazaya QR kod ile menu topluluk gerektiren yeniden açılması While 80% supports the development geliştirilmesi ( ödeme için takip ve tanıma ise mağazanın gitmek okumak etkinliklerin sistemleri, drone ile uygulamaları girişinden temassız bir (mağazalardaki kişi yürütülmesi of contactless delivery options and teslimat ve tedarik geliştirmesi (hayat şekilde alacağın sayısını sınırlama) their adaptation to more life, %50 sisteminin eve sığar uygulaması sistemlerin güçlendirilmesi, ses gibi) geliştirilmesi doesn’t support the opening of closed tanıma sistemi) areas. Destekliyorum Desteklemiyorum SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q14- Can you indicate how much you support or oppose the following activities?) 50
ECONOMIC UNCERTAINTY AND ANXIETY AFFECTED THE Z GENERATION AS WELL. PRIORITIZATIONS HAVE BEEN CHANGED AND IT CAN BE SAID THAT THE TENDENCY TO BE SMART SHOPPERS HAS INCREASED. %61 Gen Z %61 Gen Z 54,88% 51,30% With the economic uncertainty brought about by the pandemic, those who want to save and regulate their spending are 39,98% 36,94% waiting for discounts by determining 36,59% their needs rather than collective 28,47% 28,14% shopping and delaying high-value shopping. 19,80% 18,51% 18,36% This situation requires taking financial responsibility. We see that 7,56% the Z generation emerged 3,69% consciously from this period and 61% of them did more planned Ürünlerin Yüksek Kredi kartı Yerel Esnek Alternatif Sürekli Kredi Düzenli Birikimleri Daha az Hiçbiri indirime tutarlı ile daha markaları ödeme markaların satın alınan kullanmak alınan kullanmak ama daha shopping. girmesini alışverişleri fazla daha çok imkanlarına benzer ürünlerin hizmetleri pahalı beklemek ertelemek alışveriş tercih bakmak ürünlerini satın alma azaltmak harcamalar (araba, yapmak etmek (taksit vb.) araştırmak sıklığını (sigorta, yapmak tatil, beyaz azaltmak dizi/film eşya vb.) üyeliklerini iptal etmek vb.) SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q19- After the Covid-19 outbreak, which of the following purchasing and spending behaviors do you do or plan to do?) 51
5. MEDIA & CONTENT 52
SOCIAL MEDIA CONSUMPTION CONTINUES WITHOUT SLOWING DOWN 50,00% 45,00% In gradual socialization, the channels with the 40,00% highest increase in the rate of media consumption 35,00% compared to the previous period were: social 30,00% media (47%), video platforms (45%), instant 25,00% messaging applications (43%). 20,00% 15,00% Since the content consumption rate is quite high 10,00% during the isolation period, there are also those 5,00% who say that there is no change compared to the 0,00% isolation period. İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı İzolasyon dönemine göre belirgin oranda arttı SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q22- Can you mark the rate of change in your media consumption in gradual socialization compared to the previous period?) 53
SOSYAL MECRALAR KARANTINA DÖNEMINDEKI ISTIKRARINI KORUMAKLA BIRLIKTE, YOUTUBE EN FAZLA ARTAN MECRA OLARAK ÖNE ÇIKIYOR Baby Boomers %84 %69 %74 %78 %70 80,00% %85 70,00% When the channels are examined specifically, the most increase occurred in Youtube. (48%). 60,00% It is seen that the consumption of Facebok of Baby 50,00% Boomers increased by 42%. 40,00% Zoom is used by young audiences as it is used a lot 30,00% for academic reasons and meetings. 20,00% 10,00% 0,00% İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum/Bu seçenek bana uygun değil SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q23- Can you mark the rate of change in your consumption on social media channels in the new normal order compared to the social isolation period?) 54
EVEN THERE’S A DECREASE WITH THE SEASONAL EFFECT, TV VIEWING IS STILL HIGHER COMPARED TO LAST YEAR. TVR 24,2 20,1 19,5 - 19,5 19,5 22,1 20,4 Average daily TV 18,9 18,4 viewing time is 5 17,2 hours. 14,9 14,0 12,5 12,8 Ocak Şubat Mart Nisan Mayıs Haziran 01-19 Temmuz SOURCE: Kantar / 20+ABC1 / Tüm Gün 2019 2020 55
QUIZ AND ENTERTAINMENT Haziran COMPETITIONS ARE STILL MOST 1006466 MENTIONED PROGRAMMES 1200000 1000000 97590 800000 59836 600000 Survivor 2020 Survivor Panorama Teke Tek Bilim 400000 200000 0 Mart Nisan Mayıs Haziran Temmuz SERIALS TURKISH NEWSCAST MEETING/DISCUSSION QUIZ & ENTERTAINMENT COMPETITION Temmuz SERIALS FOREIGN SPOR STUDIO PROGRAMS 564277 NEWS/ENTERTAINMENT 40932 38529 Survivor 2020 Survivor Panorama Tarafsız Bölge Source:InstarSocial 56
THE SAME SITUATION IS SEEN ON VOD PLATFORMS AS WELL. THERE IS A DECREASE COMPARED TO LAST YEAR. Visits 3.500.000,00 3.000.000,00 2.500.000,00 2.000.000,00 1.500.000,00 1.000.000,00 500.000,00 0,00 Source: Similarweb (Netflix, PuhuTV, BluTV) 57
TURKEY TOP 20 APPS IN AUGUST 1 Hayat Eve Sığar 2 WhatsApp Messenger 3 Instagram 4 YouTube: Watch, Listen, Stream 5 Algida ile Kazan Looking at the app ranking numbers in 6 TikTok - Make Your Day August «Hayat Eve Sığar» app has the 7 Facebook highest rank. 8 Google Maps - Transit & Food After quarantine period especially in 9 Trendyol - Alışveriş & Moda summertime with vacationing, 10 e-Nabız consumers need to use HES app for 11 Messenger travel 12 13 sahibinden.com: Al,Sat,Kirala e-Devlet After HES, for socializing and communication need social media apps 14 Followers+ for Instagram App coming. 15 Dijital Operatör 16 Twitter 17 Türk Telekom Online İşlemler 18 MARTI 19 letgo: Sell & Buy Used Stuff 20 Snapchat SOURCE: Similarweb iOS App Store 58
TOP APPS WORLDWIDE DOWNLOADS TikTok was the most downloaded non-gaming app worldwide for July 2020 with more than 65.2 million installs, which represented a 21.4 percent increase from July 2019. The countries with the most installs of the app during this period were the United States at 9.7 percent of its total downloads and Indonesia at 8.5 percent. The full top 10 ranking of non-gaming apps worldwide by downloads for July 2020 is above. App download estimates are from Sensor Tower’s Store Intelligence platform. Facebook was the second most installed non-gaming app worldwide last month with more than 53.6 million installs. The countries with the largest number of Facebook installs were India at 23.1 percent, followed by Indonesia at 9.1 percent. ZOOM, Instagram, and WhatsApp rounded out the top five most installed non-gaming apps worldwide for the month. Following TikTok’s ban from India’s App Store and Google Play on June 29, Snack Video climbed to the top 10 non- gaming apps for the first time ever, ranking No. 8 above fellow video-sharing app Likee. Snack Video generated about 28.8 million installs in July, over 3.5 times the 7.8 million it saw the month before. SOURCE: Sensortower – (Non Game Data) August 2020 59
IN NEW NORMAL WHILE VISITS FALL IN ARTS & ENTERTAINMENT AND HOBBIES & LEISURE CATEGORIES, GAMES AND HOME & GARDEN CATEGORY VISITS INCREASING Arts & Entertainment Category Games 1.500.000.000 11.000.000.000 250.000.000 1.800.000.000 1.450.000.000 10.800.000.000 1.600.000.000 1.400.000.000 10.600.000.000 200.000.000 1.400.000.000 1.350.000.000 10.400.000.000 1.200.000.000 1.300.000.000 10.200.000.000 150.000.000 1.000.000.000 1.250.000.000 10.000.000.000 800.000.000 100.000.000 1.200.000.000 9.800.000.000 600.000.000 1.150.000.000 9.600.000.000 50.000.000 400.000.000 1.100.000.000 9.400.000.000 200.000.000 1.050.000.000 9.200.000.000 0 0 Visits Total Page Views Visits Total Page Views Hobbies & Leisure 23.000.000 160.000.000 Home & Garden 22.000.000 140.000.000 8.000.000 45.000.000 120.000.000 7.000.000 40.000.000 21.000.000 100.000.000 6.000.000 35.000.000 20.000.000 30.000.000 80.000.000 5.000.000 19.000.000 25.000.000 60.000.000 4.000.000 18.000.000 20.000.000 40.000.000 3.000.000 15.000.000 17.000.000 20.000.000 2.000.000 10.000.000 16.000.000 0 1.000.000 5.000.000 0 0 Visits Total Page Views SOURCE: Similarweb Visits Total Page Views 60
CONSUMER VISITS TO FINANCE AND FOOD & DRINK ARE INCREASING WHILE TECHNOLOGY DECREASES. E-COM STAYS EVEN WITH MINOR FLUCTUATION Technology E-commerce & Shopping 4.200.000.000 33.000.000.000 600.000.000 5.000.000.000 4.150.000.000 32.500.000.000 4.500.000.000 4.100.000.000 500.000.000 4.000.000.000 32.000.000.000 4.050.000.000 31.500.000.000 400.000.000 3.500.000.000 4.000.000.000 31.000.000.000 3.000.000.000 3.950.000.000 300.000.000 2.500.000.000 3.900.000.000 30.500.000.000 2.000.000.000 3.850.000.000 30.000.000.000 200.000.000 1.500.000.000 3.800.000.000 29.500.000.000 1.000.000.000 100.000.000 3.750.000.000 29.000.000.000 500.000.000 3.700.000.000 28.500.000.000 0 0 Visits Total Page Views Visits Total Page Views Finance Food & Drink 290.000.000 1.250.000.000 120.000.000 350.000.000 280.000.000 100.000.000 300.000.000 1.200.000.000 270.000.000 80.000.000 250.000.000 260.000.000 1.150.000.000 200.000.000 60.000.000 250.000.000 1.100.000.000 150.000.000 40.000.000 100.000.000 240.000.000 1.050.000.000 20.000.000 50.000.000 230.000.000 220.000.000 1.000.000.000 0 0 Visits Total Page Views Visits Total Page Views SOURCE: Similarweb 61
AFTER SCHOOLS HAS CLOSED EDUCATION CATEGORY VISITS START TO DECREASE WHILE SPORTS AND TRAVEL CATEGORY VISITS INCREASING. AS AUTOMOTIVE CONTINUES STABLE Science & Education Travel & Tourism 400.000.000 3.500.000.000 140.000.000 600.000.000 350.000.000 3.000.000.000 120.000.000 500.000.000 300.000.000 2.500.000.000 100.000.000 250.000.000 400.000.000 2.000.000.000 80.000.000 200.000.000 300.000.000 1.500.000.000 60.000.000 150.000.000 200.000.000 100.000.000 1.000.000.000 40.000.000 50.000.000 500.000.000 20.000.000 100.000.000 0 0 0 0 Visits Total Page Views Visits Total Page Views Vehicles / Automotive Sports 40.000.000 180.000.000 140.000.000 700.000.000 35.000.000 160.000.000 120.000.000 600.000.000 30.000.000 140.000.000 120.000.000 100.000.000 500.000.000 25.000.000 80.000.000 400.000.000 20.000.000 100.000.000 80.000.000 60.000.000 300.000.000 15.000.000 60.000.000 10.000.000 40.000.000 200.000.000 40.000.000 5.000.000 20.000.000 20.000.000 100.000.000 0 0 0 0 Visits Total Page Views Visits Total Page Views SOURCE: Similarweb 62
CONSUMERS ARE MORE LIKELY TO WATCH AT HOME RATHER THAN A THEATER Beyond any doubt cinema industry is one the sectors negatively affected. Not just because consumers have still doubts on going theatres and watch a movie but also consumers get used to comfort and like it. In America, a survey conducted by Performance Research showed that %70 of people are more likely to watch at home. This situation affects the producers as well. Christopher Nolan who insisted on releasing «Tenet» on July had to cancel 2 times. Cinema Hall Investors Association president İrfan Demirkol stated that 100-150 cinema hall can be shot down. In Turkey, Box Office Turkey stated that normalisation can take more than 6 months. 63
CINEMA GOERS (+11 TIMES PER YEAR) WERE MORE LIKELY TO BE DAILY USERS OF ON DEMAND FILM AND TV SERVICES Source: GWI Cotonavirus Research May 2020 64
6. THE ROLE OF BRAND & KEY TOPICS 65
OPTIMISM AT IT’S BEST 100,00% 88,34% 86,07% 90,00% 81,18% 80,03% 80,00% 74,17% 72,43% 70,00% 64,82% 57,17% 60,00% 50,00% 40,00% 34,21% 27,54% 30,00% 20,00% 14,39% 14,51% 8,82% 9,78% 10,00% 5,86% 5,66% 6,83% 6,42% 0,00% Güven verici olmalı Fiyat avantajı sağlamalı Olumlu ve iyimser bir Yeni sosyalleşme Salgın sonrası çıkaracağı Ortaklık yaptığı sosyal Markanın reklamını Daha önce olduğu gibi Mizahi bir iletişim ve bunu tüketiciye bakış açısı sunmalı düzeninde topluma ve yeni ürün ve sorumluluk projelerini yapmak için içinde aynı şekilde marka ve dilinden kaçınmalı duyurmalı çalışanlarına ne gibi hizmetlerden bahsetmeli duyurmalı bulunduğumuz üründen bahsetmeli faydalar sağladığı ön durumdan plana çıkarılmalı yararlanmamalı Katılmıyorum Katılıyorum In the new normal, brands are expected to use a more reassuring communication language. At the same time, with the distrust brought by the changing economic conditions, discounts and campaigns to be made by brands to their customers are also expected. As a psychologically hurtful period is over, the optimistic and humorous campaigns of the brands are welcomed positively by people. SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q24- What do you think brands should do in the “new normal” era, what kind of communication tone should they adopt?) 66
IMPORTANT THEMES FOR CONSUMERS AND BRANDS Shift to value and essentials Consumer behaviors are settling into a new Flight to digital and omnichannel normal, as people everywhere learn to live with the reality of COVID-19 and as more countries reopen parts of their economies. Although the pandemic’s Shock to loyalty impact has varied across regions, five themes have become evident among consumers across the Health and “caring” economy globe: Homebody economy SOURCE: This is where you’ll list your data source/s and the date/s they were published; 2020 67
THANK YOU 68
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