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‘Personal space, the next frontier’ Week 7: how we are recognizing the value of space as well as time
84 % ‘Staying isolated as much as possible or only going out when necessary’ When it comes to social distancing, how are you currently behaving? Base n=448
Interestingly whilst restrictions have eased many of us thought they should stay in place, at least for now 41% think the social distancing guidelines should stay in place 28% think they should be relaxed soon are worried we’ll 31% relax them too soon And how do you feel regarding the social distancing guidelines? Base n=448
And while 2 months in isolation has created irritation and frustrations 39% 38% Becoming Finding small frustrated by others things irritating (vs 16 less) (vs 15% less) Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant Base n=448
It has also greater generated more self-reflection and helpfulness 31% 31% MORE MORE turning inwards guiding others to self-reflect on how to be OK (vs 11 %les) (vs 9% less) Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant Base n=448
Which has in turn led to increased wellbeing 24% 24% 27% LESS LESS MORE seeking affirmation judging others accepting of from other on how (vs 19% more) my situation I am going (vs 8% less) (vs 12 % more) Thinking about your isolation life at the moment - do you feel you are doing the following more/less/same? If you’re not doing these things, please select not relevant Base n=448
Who or what is driving you crazy this week? Kids 11 Isolation boredom 9 Scott Morrison/ Government 7 Whilst the top issues People not social distancing 7 driving people crazy Poor COVID-19 practice/ hygiene 7 right now are the Uncertainity about relaxed lockdown 7 immediate kids/stuck People not following Government rules 6 inside and Scott Working from home/ Work hours/… 5 Morrison… News/ Media 5 Partners/ Loved ones 5 … it is society’s poor Lack of socialising/ F2F contact 4 behaviour regarding Nothing/ Everything is good 4 Covid-19 that is actually Homeschooling 4 the largest issue. Pets 3 Shopping/ Retail issues 3 Other 40 Who or what is driving you crazy this week? Base n = 447
‘Crowds’ are seen by many as a bad thing Isolation protesters. They have no sense I am finding people are not abiding by of community responsibility” the social distancing rule and when I am trying to do my best to keep myself Crowds swarming back into shopping and others safe seeing others not centres and open spaces are driving following the rules and risking others is a me crazy. Give them a cm and they are grave concern.” taking kilometres! People who do not move aside when People relaxing social distancing in retail outside walking. They take up the whole centres keep your distance people! footpath and I am forced to walk on the road to keep my distance. 'The increasing number of people on the trains which seem to not appreciate 'The crowds - the amount of people in social distancing and sit right next to shopping centres this weekend was you on a two seater ... ridiculous! Who or what is driving you crazy this week? Base n = 447
Has the hand-shake and air kiss greeting died? With people’s desire to see social distance maintained and the ‘cues’ having changed we may never return to handshakes and air kisses. How far will the changes progress as we continue to self-reflect more? Will people tolerate crowds less? The very idea of crowded supermarkets and shopping centers becomes an anathema?
How limits to our freedom Have made us value our personal space. • Most people didn’t want social distance restrictions ended when they did • Isolation was frustrating and irritable but also made us more reflexive and increased wellbeing • Social distancing may result in new social norms and habits: the death of the handshake or at least the decline of the ‘crowd’.
The end of the sharing economy?
Our sense of Home body 44 58 71 self has shifted Family oriented 63 Thinker 45 56 Relaxer 34 48 30 +27% Creative minded 35 Homebody Caregiver 26 31 Lifelong learner 26 27 Exerciser 24 26 Planet/ environmental focused 14 +14% 20 Thinker Spiritual 11 17 Politically engaged 9 16 Team player 24 16 Career minded 16 14 +12% Relaxer Experience seeker Socialiser 10 9 17 34 Early adopter 11 8 8 +8% Entrepreneurial Pre COVID-19 7 Politically engaged Traveller 5 34 Right now Adventurer 16 5 Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n = 448
58 Family oriented 63 57 45 Thinker 56 39 But people think the Traveller 5 34 37 will most return to 24 Exerciser 26 34 34 Relaxer 48 how they were 32 44 Home body 71 32 30 Creative minded 35 31 34 Socialiser 9 29 Exerciser +10% 26 Lifelong learner 27 29 26 Caregiver 31 26 17 Experience seeker 10 20 16 Adventurer 5 -12% 19 Homebody 14 Planet/ environmental focused 20 17 16 Career minded 14 17 24 Team player 16 17 11 Spiritual -7% 17 15 Team Player Entrepreneurial 8 7 12 Pre COVID-19 9 Politically engaged 16 10 Right now 11 Early adopter 8 Likely to be in the future 6 Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n = 448
58 Family oriented 63 57 However they 56 34 Traveller 5 37 45 would like to ‘fit 24 Exerciser 26 34 38 30 Creative minded 35 adventurers’! 31 35 45 Thinker 56 39 34 34 Socialiser 9 29 31 +14% 34 Relaxer 48 Exerciser 26 27 29 32 Lifelong learner 29 28 16 Adventurer 5 19 26 17 Experience seeker 10 +11% 20 23 Traveller Caregiver 20 26 26 31 14 Planet/ environmental focused 20 17 18 44 Home body 71 32 18 11 17 +10% Spiritual 15 17 Adventurer Entrepreneurial 8 7 12 16 16 Career minded 14 17 Pre COVID-19 15 24 Team player 16 +8% 17 Right now 14 Entrepreneurial Politically engaged 9 8 10 16 Likely to be in the future 11 Early adopter 8 Would like to be in the future 6 6 Thinking about yourself; who you are, please pick five words from this list that sum up the person you were pre/are now/post COVID-19? Base n = 448
Categories that will be more Education and continuing professional development 42% ↑ relevant to me Superannuation 32% ↑ Streaming TV services 32% ↑ Mostly long term investments (education, Financial investment 32% ↑ superannuation, News 31% ↑ investments, property or Online events and live streams , etc. 28% ↑ …short term live Property 28% ↑ entertainment (TV streaming, news, live Government 27% ↑ streams, live entertainment (not sport) Live entertainment (not sport) 25% Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448
‘More EDUCATION NEWS/Media I do feel that it is important to have ABC news it is the only one I have been companies that assist in career progression watching since COVID9 - the or a way to come back to a career with commercial news stations give me some help - mentally physically financially anxiety I have already started possible SUPERANNUATION remote/online learning courses that allow I will be paying closer attention to how me to progress even while lockdowns my superannuation has been impacted remain in place and how I can continue improving my situation in the future. Mba or a different career to find something that I love more. ONLINE EVENTS/LIVE STREAM Been really enjoying the increase in the 'Ted talks as it's good to get others number and accessibility of online- perspectives based events as well as live streams of entertainment Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448
Categories Sport equipment (including clothing) 19% that will be less Homewares (e.g. decorations, sheets, etc.) 19% relevant to me Banks 10% Home furniture 19% We think we will want less of clothing that is Established hotels 25% obviously wasteful, or Ride share (e.g. Uber) 26% indulgent and anything that is Resorts and theme parks 28% shared High quality clothing 30% Home share accommodation (e.g. AirBnB ) 35% Fast fashion 42% Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448
Why less relevant categories? FAST FASHION/CLOTHING HOMEWARES Not a brand but just the thought about 'Since I’m home more I like to have nice where your money is going things around recently we bought heaps of plants from Bunnings 'I love op shopping trying to find known brands with better quality. If I'm looking RESORTS & THEME PARKS for something specific of high quality I We will aim to stay at more local spots will purchase from Tommy Jeans or and travel less for a while Calvin Klein etc. Kid friendly (places) that pride 'Locally made clothes not the absolute themselves on cleaning garbage imported by foreign multi nationals like H&M Uniqlo etc. I will RIDESHARE happily pay extra for high quality What to know that I am safe to touch Australian made and Australian owner and come in contact with the service clothing companies - do they exist?! without transfer of germs etc. Will these categories be more relevant or less relevant to you post - COVID-19? Base n = 448
Is this the end of the shared economy? The share economy monetised the ‘wasted’ utility of material possessions. Can the shared economy pivot in the face of fear of sharing?
The end of the share economy? • We became thinking, relaxing homebodies but ultimately want to become ‘fit adventurers’ • Long term resilience and capacity building is going to more important (education, super etc..) • But we want less of the wasteful, indulgent or shared products and services
Online Events and Live Streams Here to stay
39% Have attended an online event or live stream since COVID-19, averaging 5 online events for those who have attended an event
Online classes/tutorials/training 29% Facetime/Video Catchup Music Festival streamed/Arts/Ballet Streamed 17% 19% Of those that are Webinars/Online Events 11% attending online events Religious/spiritual events Online exercises/Gym 5% 8% and live streams: Livestream game (Twitch etc.) 5% Pandemic/Hygiene/Medical 3% 1 in 3 have attended an online Livestreams entertainment 3% class or tutorial Streaming Baking/Cooking 3% Influencers/bloggers/Celebrities 3% 1 in 5 have attended music/art Online shopping 3% or ballet University 2% Been really enjoying the increase in the Trivia 2% number and accessibility of online-based News/media 2% events (e.g. webinars for professional Live comedy 1% learning/ development) as well as live Virtual F1 1% streams of entertainment (e.g. music Live Zoos/Animal shows 0% festivals, live DJ sets). Adela, NSW 23 Online Theatre 0% “Can you tell us a bit about a specific example of a live stream / online event / masterclass you attended that you found worthwhile or enjoyed and why?” (n=177)
… and Zoom is by far Zoom 45% the most popular Facebook Youtube 18% 14% platform being used for Instagram 10% online events and Twitch Microsoft Teams 6% 6% livestreams, followed Skype 4% by Facebook. Google Meet Webex 3% 2% Direct Stream link 2% It was an online trivia Online 1% competition held via Zoom. Dep. of Education 1% I enjoying trivia & trivia Netflix 1% events, and this allowed me Masterclass 1% to continue that aspect of Amazon Chime 1% my life during this time. Vimeo 1% Roger, NSW, 38 Linked Learning 1% 'What platform was this event hosted on?” (n=177)
The Wiggles are continually doing Online live cooking class. It was intimate online streams to entertain the kids and fun to meet new people during this which I find really great! isolation time doing something I love! – Kayla, QLD, 29 – Dharmica, NSW, 34
Piano bar, for entertainment on Online dance party, with my friends weekends. & a couple of cocktails. Song – Adam, VIC, 39 requests could be taken in the chat & we all danced on the screen pretending we’re on a night out! – Amy, NSW, 30
One of online events I watched was Ballet Australia’s online performance of Romeo and Juliet, it was just wonderful, I have missed being able to go to see it live, I also watched their online performance of Cinderella, the live ballet performances are special as I share them with my granddaughter, we had to be content with watching them online at the same time from our respective houses and FaceTiming after to talk about the performance – Karen, VIC, 61
People are tuning in: To everyone from health influencers to beauty brands. PE with Joe - it's exercise to I joined a Makeup Masterclass encourage kids to get moving and with a MUA and I enjoyed it so it's fun!” Manda, NSW 53 much, I learnt a few handy tricks about makeup and made some sweet friends!” Annastasia, SA 22
Whether you’re a brand or an influencer, it pays off to connect with your followers by leveraging the “live” feature on Instagram Good Food and Wine, Unico Zelo, Diageo, they were all helpful to my wine and food addictions haha Marni, QLD 40
The future of online events and live streams: 28% ↑ More Relevant 85% 56% say that online events The Same and live streams will either be as relevant or more relevant post COVID-19 15% Less Relevant “Will these categories be more relevant or less relevant to you post - COVID-19” – Online Events / Live Streams etc. (n=448)
Live experiences are here to stay • We’ve comfortably moved online for a variety of experiences • Brands have an amazing opportunity to embrace this shift for direct engagement to an engaged audience • We are seeing the future as combining real world and live experiences
In conclusion 1. Restrictions have eased but many of us weren’t comfortable with the ease and continue to be uneasy about ‘crowds’ 2. We want more of the categories that build long term resilience, less discretionary spend and less shared stuff 3. But if the ‘share economy’ is in trouble the on-line live shared experiences are here to stay 4. There is a huge opportunity now for brands to align with people’s aspirations to be ‘fit and healthy adventurers’ or build long term resilience and communicate using more direct engagement
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