Kantar global research advises brands on how to stay connected in a pandemic world
Kantar, the world’s leading data, insights and consulting company has released the results of the largest global study into consumer attitudes, media habits and expectations during the COVID-19 Pandemic.
Surveying more than 25,000 consumers across 30 markets, the first wave of the COVID-19 barometer research provides brand owners with clear direction on how to ensure their brands stay connected to their customers during the pandemic crisis.
Findings from the first wave of the research reveals that, as countries move deeper in to the pandemic, so would media consumption increases across all in-home channels.
The study emphasises further that in later stages of the pandemic, web browsing would increase by 70%, and followed by (traditional) TV viewing which will increase by 63% and social media engagement increasing by 61% over normal usage rates.
Across all stages of the pandemic, according to the study, Whatsapp is the social media app that is experiencing the greatest gains in usage as people look to stay connected.
In the overall, Whatsapp has seen a 40% increase in usage. In the early phase of the pandemic usage increased by 27%, and 41% in the mid phase while in the late phase of the pandemic countries would witness an increase of 51%. Spain experienced a 76% increase in time usage on WhatsApp.
Overall Facebook usage has increased by 37%. China experienced a 58% increase in usage of local social media apps including Wechat and Weibo.
In addition, increased usage across all messaging platforms has been biggest in the
18-34 age group. Whatsapp, Facebook and Instagram have all experienced a 40%+ increase in usage from under 35-year olds.
There is a crisis in trust. Traditional nationwide news channels (broadcast and newspaper) are the most trusted sources of information with 52% of people identifying them as a ‘trustworthy’ source.
Government agency websites are regarded as trustworthy by only 48% of people, suggesting that government measures are not providing citizens around the world with assurances and security.
Also reflecting the loss of trust from recent election cycles, social media platforms are regarded by only 11% of people as a source of trustworthy information.
Consumers expect the brands they choose to look after their employees first and foremost with 78% saying take care of employees’ health and 62% saying implement flexible working.
Supporting hospitals (41%) and being helpful to government (35%) is an expectation of significant minority of consumers.
There is very little expectation that brands should stop advertising with only 8% of respondents identifying it as a priority for brands. As many brands consider ‘going dark’ to save costs, Kantar estimates that a six-month absence from TV will result in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world.
For those that do continue advertising, a clear majority of consumers expect advertising to make a positive contribution to society.
While 77 % of consumers expect that advertising should talk about how the brand is helpful in the new everyday life’, 75% of consumers expects that advertising should inform about their efforts to face the situation while 70 % of consumers offered a reassuring tone.
There are clear pitfalls to be avoided in advertising during the pandemic. While 70 % of consumers believe that advertising should not exploit Coronavirus situation to promote the brand, 40 % of consumers believes advertising should avoid humorous tones.
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