COVID-19 – Brands, Audiences and Future Behaviour UK Presentation 1500 BST 29 May 2020 William Ullstein [email protected]
COVID-19 – Brands, Audiences and Future BehaviourUK Presentation1500 BST 29 May 2020
William [email protected]
Contents of
this webinarMay 2020
Future behaviour
Audience Impact
Brand Performance
01
02
03
As a global public opinion
organisation, YouGov is
privileged that so many people
around the world share their
views and behaviours with us
every day. At this time we’re
putting that full focus on
gathering information about
COVID-19, asking people to
share their experiences of the
global pandemic and using that
unique insight to provide health
organisations with data that
helps them understand and fight
the spread of the virus.
Giving everyone the
opportunity to
contribute, delivering
data to those who
are making a
difference
YouGov’s
priority is
serving the
public good
Designed for:
Public health
organisations and policy
makers
Covers:
Symptoms, health
related behaviour and
compliance (29
countries)
Available via:
GitHub and Covid data
hub
github.com/YouGov-Data/covid-19-tracker
coviddatahub.com
YouGov is delivering three types of data – two of which are open-source and available to all
BEHAVIORAL
Data
Designed for:
Everyone
Covers:
Fear, support for
government and
personal measures
taken to avoid
Coronavirus (27
countries)
Available via:
YouGov’s website
yougov.co.uk/covid-19
PUBLIC
Monitor
Designed for:
Clients
Covers:
Levels of concern and
trust, changes in spend
and media consumption,
economic confidence,
employment and new /
future habits (27
countries)
Available via:
Subscription
CONSUMER
Monitor
But today we are going to lean on multiple sources of YouGov data to tell the stories of COVID so far
Global Syndicated
Brand Tracker
End-to-End
Bespoke Research
Audience Profiling
and Segmentation
Self-service
platform to engage
audiences
Quick Custom
Surveys Built for
Speed
01 Brand Performance
Agree brands are
over-communicating with them
Many brands are
clearly missing the
mark in terms of how
frequently they are
communicating with
their audiences and
the messaging they
are using
51%
Agree brands’ current messages
and advertising are inauthentic43%
Comms misfire
Source: YouGov RealTime
https://yougov.co.uk/topics/finance/articles-reports/2020/05/18/authentic-consumers-mixed-reactions-current-brand-
Message
fatigue is
creeping in
Some consumers are
tired of hearing
similar words and
phrases claiming they
are over used
All in this together42%
Unprecedented34%
The new normal34%
Source: YouGov RealTime
https://yougov.co.uk/topics/finance/articles-reports/2020/05/18/authentic-consumers-mixed-reactions-current-brand-
Source: YouGov BrandIndex, UK adults
https://yougov.co.uk/topics/finance/articles-reports/2020/04/29/admirals-generous-stay-home-refund-earns-admiratio
Admiral’s cashback – small but meaningful
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Admiral
General Insurance sector average
Admiral Insurance: BrandIndex Buzz score v insurance category norm
Source: YouGov BrandIndex, UK adults
https://yougov.co.uk/topics/finance/articles-reports/2020/04/29/admirals-generous-stay-home-refund-earns-admiratio
Admiral’s cashback – small but meaningful
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Admiral
General Insurance sector average
Admiral Insurance: BrandIndex Buzz score v insurance category norm
Other KPIs have also increased:
Attention – up by 25 points(whether someone has heard anything about a brand, positive or negative, in the past two
weeks)
Word of Mouth Exposure – up 30 points(whether someone has talked about the brand with friends and family in the last two weeks)
Customer satisfaction – up 14 points
-2.0
0.0
2.0
4.0
6.0
8.0
10.0
Buzz (net) WOM (%)
Burberry cuts directors pay, refuses to furlough and donates PPE
Burberry: BrandIndex Buzz score
Source: YouGov BrandIndex, UK adults
Source: YouGov BrandIndex, UK adults
https://yougov.co.uk/topics/consumer/articles-reports/2020/05/22/covid-19-opportunity-and-challenge-justgiving
JustGiving scores plummet after the PM urged the charity to “reflect”
on its fees following Colonel Tom Moore’s 100th birthday walk
Chart titleIt’s a familiar story –
organisations have criticism
levied against when operating
a for-profit, for-good
organisation
JustGiving in this instance was
the victim of false claims - £2m
in fees is not true
JustGiving fees are a fraction
of total funds and has donated
£100k
Supermarkets have had to step up following the COVID-19 outbreak,
with the big four particularly creating positive Buzz with their responses
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Category Average Tesco Asda Sainsbury's Morrisons
COVID-19 declared
a pandemic
Source: YouGov BrandIndex, UK adults
https://track.brandindex.com/analysis/view/0264df92-eac2-4247-af6d-325f335c8bbe?lang=en
Big four supermarkets: BrandIndex Buzz – four week moving average v category norm
A variety of measures have put Supermarkets at the heart of positive
news around responses to the Coronavirus
90
95
100
105
110
115
120
125
130
Ind
ex
Big 4 SupermarketsImpression – 4 week moving average
Tesco Asda Sainsbury's Morrisons
Morrisons was first off the mark, with Asda’s response resulting in the
largest increase in Impression score since the pandemic was declared
Morrisons delivery demand
'to create 3,500 new jobs‘
and pledged sick pay to all
employees, launched a
'colleague hardship fund'
Tesco announces
£30m community
support package
Asda create new payment
cards for volunteers shopping
for those self-isolating
Source: YouGov BrandIndex, UK adults
February March April
The response of the big four has put significant pressure on the
discounters….
Tesco 48.1
Aldi 41.2
Sainsbury's 40.4
Lidl 34.6
Morrisons 32.3
Tesco 49.0
Sainsbury's 41.1
Aldi 40.8
Morrisons 33.9
Lidl 33.2
Tesco 47.2
Sainsbury's 36.6
Aldi 35.0
Asda 28.9
Morrisons 28.2
1
2
3
4
5
BrandIndex Consideration Rankings
Source: YouGov BrandIndex, UK adults
02 Audience Impact
Source: YouGov Public Tracker
Source: https://yougov.co.uk/topics/science/trackers/britains-mood-measured-weekly
Question asked: Broadly speaking, which of the following best describe your mood and/or how you have felt in the past week Please select all that apply
Britain's mood has picked up, with an increasing amount of people
feeling happy, following a big drop pre-lockdown
YouGov Public Data: Mood of the Nation
0%
10%
20%
30%
40%
50%
60%
31st Jan -3rd Feb
2020
7th - 9thFebruary
2020
14th - 17thFebruary
2020
21st - 25thFebruary
2020
28th Feb -5th Mar
2020
6th - 9thMarch2020
13th - 19thMarch2020
20th - 23rdMarch2020
27th - 30thMarch2020
3rd - 6thApril 2020
10th - 14thApril 2020
17th - 20thApril 2020
24th - 27thApril 2020
1st - 4thMay 2020
8th - 11thMay 2020
22nd - 27thMay 2020
Happy Sad Stressed Content Bored Scared
Stressed
Happy
Sad
Scared
Content
Bored
% of the population who score “Moderate or Severe” on anxiety and depression on the PHQ4
But our behavioural data suggest we should be concerned about
mental health
UK Historical Comparison
Between 2017-2019
% reporting moderate or
severe: 18%-21%
34%
31%
30%
29%
28%
25%
25%
25%
25%
24%
24%
24%
17%
Italy
Brazil
Spain
Australia
Canada
USA
Japan
UK
China
France
Singapore
Sweden
Germany
Source: YouGov COVID-19 Behaviour Data
Economic confidence is low
49%
55% 56% 57% 58%56% 57%
10% 11% 10% 11%
24%26% 25%
61%
66%69% 68%
65%
71% 71%
9th April 16th April 23rd April 30th April 7th May 14th May 21st May
Global Recession - Concerned
Global Recession - Very Concerned
Think UK economy will be in recession in 12 months
7th May:
65%
71%
8%
10%
11%
UK economy in 12 months time – most likely to apply (21st May)
Depression/ Recession Growing/ Booming
Remain stable Don't know/ none of these
Source: YouGov COVID-19 Economic Recovery Tracker
A quarter of households are in a worse financial situation compared to
last month, and their outlook is mixed
24% 61% 10% 4%
Worse No Change Better Don't know
Compared to one month ago, how has your household's financial situation changed?
How do you think your household's financial situation will have changed 12 months from now?
28% 39% 14% 19%
Household
financial
situation change
in last month
Household
financial
situation 12
month outlook
Source: YouGov COVID-19 Economic Recovery Tracker
A third feel less secure in their job and two fifths have seen a reduction
in business activity at their place of work
29% 56% 5% 9%
Less Secure No Change More Secure Don't know
Compared to one month ago, how secure do you think your job is?
And compared to one month ago, has the level of business activity at your place of work...?
Job security – change in last month
40% 28% 19% 13%
Decreased Not Changed Increased Don't know
Business activity at employer – change in last month
Source: YouGov COVID-19 Economic Recovery Tracker
Consumers are being prudent and reducing expenditure – even if their
financial situation has improved
17%
36%
55%
2%5%
35%
3%
9%
48%
Taken on more debt to coverexpenses
Relied more on savings forexpenses
Actively reduced our non-essentialexpenses
It has worsened
There has been no change
It has improved
Which, if any, of the following statements are applicable to your household, in the past one month?
Household financial activity by change in situation
Source: YouGov COVID-19 Economic Recovery Tracker
Which, if any, of the following are you most concerned about?
86% 84% 85%82%
86% 85% 84%
40% 41% 40% 40% 40% 41%39%
32%29% 30% 29% 30% 31% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9th April 16th April 23rd April 30th April 7th May 14th May 21st May
Local Businesses Failing Paying Bills Paying Rent
Most are concerned about local businesses failing. But a third are
concerned about paying bills and the rent
% who are concerned about (NET)…
Source: YouGov COVID-19 Economic Recovery Tracker
Those concerned about paying the bills and the rent are…
26%
41% 40% 40%
0 1 2 3+
Children in house
28%
32%
ABC1 C2DE
24%
27%
28%
29%
29%
29%
30%
30%
31%
31%
32%
37%
South West
Scotland
Yorkshire and the Humber
East of England
West Midlands
Wales
East Midlands
England (NET)
London
North East
North West
South East
Source: YouGov COVID-19 Economic Recovery Tracker
We are tracking furlough at about one in five people
50%
22%
10%6%
4%2%
No change toemployment status
Put on furlough Working hours reduced Required to bequarantined
Working hours increased Upaid leave
Changes made to employment status due to COVID-197th – 21st May
All workers
Source: YouGov COVID-19 Economic Recovery Tracker
Those who has been furloughed are younger, lower social grade but
there are only marginal differences across type of work place
25%
22%20% 19% 19%
18-24 25-34 35-44 45-54 55+
15%
20%
22%23%
AB C1 C2 DE
11%
20%
22%
22%
25%
26%
Home office (i.e. work from home)
Other
Remote office (i.e. office changes/traveling)
On-site indoors (e.g. at an office/restaurant/ hospital, etc.)
On-site outdoors (e.g. national parks/farmland/ construction zone, etc. )
Collaborative work space/ sharedworkspace (e.g. WeWork, Knotel,
TheWing, etc.)
% of each work place type
Source: YouGov COVID-19 Economic Recovery Tracker
• 17% have put more money in savings than they otherwise would
• One in ten say the coronavirus outbreak has enabled them to pay off debts
But its not all doom and gloom – some have saved more and been able
to pay off debts
Source: YouGov Custom Research
https://yougov.co.uk/topics/consumer/articles-reports/2020/05/26/over-third-brits-have-dug-savings-weather-lockdown
03 Future behavior
As the government eases restrictions and businesses start reopening
there is a clear rank order of where people feel comfortable
0 10 20 30 40 50 60 70 80 90 100
Gyms
Beauty and nail salons
Pubs and bars
Coffee shops
Restaurants
Hairdressers / barbers
Clothing stores
Pub gardens
Garden centres
TOTAL COMFORTABLE
TOTAL UNCOMFORTABLE
Not applicable – I don't go to this place anyway
Don't know
Source: YouGov Custom
https://yougov.co.uk/topics/health/articles-reports/2020/04/22/dont-count-customers-returning-once-covid-19-lockd
How feel visiting each of
the following…
Data were collected
second week of May
Precise figures will have
changed but the rank
order is highly likely to
have remained the same
0%
10%
20%
30%
40%
50%
60%
70%
Flights Fast Food & Pubs Clothes Travel &Accomodation
Transport
Jan-20 Feb-20 Mar-20 Apr-20 May-20
% in market to purchase in the next 30 days, 3 months, 6 months, 12 months
For the some
of the worst hit
sectors,
demand does
not look like it
is returning
anytime soon
Source: YouGov BrandIndex, UK adults
Proportion of adults who intend to travel has seen significant declines
around the world
48%46%
38%
31%
26%
44% 43%
34%
28% 26%
50%48%
37%
30% 31%
56%
47%
41%
32%
28%
52% 53%
44%
33%
37%
Jan-20 Feb-20 Mar-20 Apr-20 May-20
% of each nation in market for travel in the next 12 months
uk us de sg au
Source: YouGov BrandIndex, Adults
The same decline is seen with UK flights
Percent of UK adults very likely or likely to buy a flight in the next 12 months
0%
10%
20%
30%
40%
50%
60%
2019 2020
But... 45% can‘t wait to go on holiday /
vacation overseas when restrictions lift
Source: YouGov BrandIndex, UK adults
Source: YouGov COVID-19 Economic Recovery Tracker
79%at least one
session of
30 mins in the
last week
15%Exercising
7 or more
times a
week.
Up from
5% in
January
Source: YouGov Public Data
How many times in the past week, if any, have you done 30 minutes or more of physical exercise (i.e. an activity which requires physical effort, e.g. fast-paced
walking or running, team sports, dance, swimming, etc.)?
Exercise – more people engaging in it, but will the trend continue?
But this has not translated into purchase of new clothing or equipment
– because of the types of exercise being undertaken…?
Source: YouGov BrandIndex, UK adults
Source: YouGov Public Data
https://yougov.co.uk/topics/sport/articles-reports/2020/05/21/changing-consumer-landscape-sports-dieting-and-exe
38%I want to work from home
a lot more
Working from home – trend accelerated and looks set
to continue
Source: YouGov COVID-19 Economic Recovery Tracker
As you start to think about life in the future and what happens once the Coronavirus pandemic has ended, do you agree or disagree that as a result of Coronavirus
A third want to work from home a lot more and a similar number will
travel much less for work
47%
52%48%
51%
38%34%
38%36% 37%
33%31%
31% 32% 32%
9th April 16th April 23rd April 30th April 7th May 14th May 21st May
% of workers that agree
I will work from home a lot more I will travel much less for work
Source: YouGov COVID-19 Economic Recovery Tracker
Source: YouGov COVID-19 Economic Recovery Tracker
As you start to think about life in the future and what happens once the
Coronavirus pandemic has ended, do you agree or disagree that as a result of
Coronavirus
We will support local
businesses more!
63%will support local business / buy
local in the future
Source: YouGov COVID-19 Economic Recovery Tracker
As you start to think about life in the future and what happens once the Coronavirus pandemic has ended, do you agree or disagree that as a result of Coronavirus
Will use cash less in the future 48%
Will make more use of online shopping / delivery 34%
Trend for digital payments has been super-charged
by Coronavirus
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