Vol.1: Havas Media Germany's look at consumer behaviors in the time of COVID-19.

1. HAVAS MEDIA CORONA MONITOR
FRANKFURT, MARCH 2020

2. METHODOLOGY
Representative Online Survey
17th-19th March 2020
500 Respondents
14-69 Years
Survey Panel: respondi
By…Havas Media Solutions

3. MEDIA USAGE ON THE RISE
40% USE THE INTERNET MORE
FREQUENTLY
36% WATCH MORE TV
CINEMA LOSES GROUND

4. 86%
73%
58%
33% 30% 23%
13%
7% 2%
Internet incl.
Social Media
TV Radio Streaming Newspaper Online Media
Libraries
Magazines Podcasts Cinema
INTERNET, TV & RADIO BENEFIT
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
6%
40%
Usageinthelastweek
MorefrequentlyLessfrequently
7%
36%
11%
27%
16%
28%
22%
12%
23%
19%
15%
27%
13%
48%
3%
16%
…before Corona: how frequently did you use the following?
…how about in the last week? More or less frequently?

5. I WANT NEWS!
ONLINE, TV, PRINT

6. WHY IS TV USAGE RISING?
TO STAY INFORMED
NEWS AS POPULAR AS EVER

7. Increased TV usage due to news
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
79%
42%
38%
15%
7%
News
Movies
Series
Shows
Other
69%
17%
12%
3%
To stay informed
To keep entertained
To distract myself
Other
You indicated you watched more TV recently.
What exactly did you watch?
And for what purpose?

8. WHAT ABOUT
PRINT?
FINANCIAL PRESS
BENEFITS MOST

9. News and financial press on top
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
56%
31%
18%
17%
13%
12%
11%
News
Financial Press
TV Guides
Womens magazines
Sports Press
Other
Automotive Magazines
59%
22%
18%
1%
To stay informed
To keep entertained
To distract myself
Other
You indicated to read more magazines lately.
What kind of magazines have you been
reading?
And for what purpose?

10. WHAT‘S HAPPENING ONLINE?
NEWS NEWS NEWS

11. News drive online usage
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
71%
55%
51%
28%
21%
13%
9%
8%
4%
Read News
Used Online Media
Watched Videos/Movies online
Online-Shopping
Communication (e.g. Skype, FaceTime)
Use Financial Services
Ordered Food Online
Other
Used Online Dating Websites
58%
23%
10%
6%
3%
To stay informed
To keep entertained
To distract myself
Other
To use services that can now only be
used online, due to Corona
You indicated to use the internet more
frequently lately. What exactly did you do
online?
And for what purpose?

12. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
39%
36%
12%
6%
5%
10%
Facebook
Instagram
Twitter
Xing
LinkedIn
Other
Social Media in the last week

13. EVERYBODY IS RESEARCHING
CORONA, ESPECIALLY OLDER
PEOPLE
93% OF PEOPLE OVER 60 READ
NEWS ON THE CORONAVIRUS
MULTIPLE TIMES A DAY

14. 85%
93%
80%
88% 89% 89%
91%
93%
male female 14-19 20-29 30-39 40-49 50-59 60-69
multiple times a day
89% read up on Corona multiple times a day
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69

15. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
59%
51%
22%
19%
18%
10%
2%
1%
News on TV
News on the internet
Radio
Official Information Websites (e.g.
Website of the Robert Koch Institut)
Social Media (e.g. Twitter, Facebook,
Instagram)
Newspapers
Podcasts
None of the above
Corona a popular topic online and on TV
Which medium do you use to keep informed on COVID-19?
(maximum of 2)

16. IN TIMES OF FAKE NEWS,
TRADITIONAL MEDIA COUNT

17. 55%
47%
18%
18%
14%
7%
6%
5%
3%
News on TV
Official information pages (e.g. website of
Robert Koch Institut)
Radio
News on the Internet
Newspaper
Social Media (e.g. Twitter, Facebook,
Instagram)
None of those mentioned
Friends & Family
Podcasts (e.g. from experts)
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
News on TV trustworthy
During Corona crisis there were already some
fake news. Which medium do you trust most?
Max two answers allowed…

18. 41% 41%
45%
69%
56%
70%
65%
49%
52%
48%
46%
33%
14-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years
Trust in TV Trust in RKI (Robert Koch Institute)
TV enjoys credibility, especially among older people
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
Reading Example: 41% of people aged 14-19 trust in TV and 65% in RKI
(respondents were allowed to choose max two media options they trust in)

19. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
6%
7%
22%
29%
32%
38%
39%
73%
Social Media Postings (e.g. Twitter,
Instagram, Facebook)
Bild.de
Podcasts (e.g. of experts)
Websites of local newspapers (e.g.
Hamburger Abendblatt)
Websites of bigger national
magazines (spiegel, focus)
Websites of bigger national
newspapers (FAZ, Süddeutsche, etc.)
n-tv
Website of Robert Koch Institute
Top 2 mentions on a 7 point scale
Which news sources on the Internet do you trust most?
RKI enjoys trust within online channels

20. ONLINESHOPPING IS BOOMING
53% BELIEVE THAT
ONLINESHOPPING WILL
DEFINITELY GAIN SIGNIFICANCE

21. Foods are now popular online
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
7%
28%
65%
Regularly Now and then Never
Ever
shopped
foods
online?
Purchased food online
last week *
*28% of those, who used the Internet
more than before for online shopping
25%
33% of those who never did
this before, can definitely
imagine to do so in the future,
48% say: „perhaps“

22. MOVIES,
SERIES
AND
FAMILY
INSTEAD
OF SPORTS
ON TV

23. Reruns of sport programmes are no option
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
22%
20%
25%
34%
Regularly Now and then Rarely never
Do you
normally
watch sports
on TV?
And instead?
3%
25%
27%
39%
44%
50%
Watching reruns of sport
programmes
Doing more "real" sports
Watching Social Media Content (e.g.
Twitter, Facebook, Instagram)
Activities with the family (Board
games, Walking tours, etc.)
Watching movies or series of
streaming providers (e.g. netflix)
Watching movies, series or shows
on TV

24. HOMEOFFICE
NOT SO BAD

25. Homeoffice new for many people
Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
38%
62%
Yes No
Are you
currently
working from
your home
office?*
And before?
13%
25%
62%
Yes, regularly Yes, now and
then
No, never
before
*Employees, Trainees, Students
Currently
85%
Currently
68%
Currently
16%
Reading instruction: 85% of those persons
who already work from home on a regular
basis, work from home these days

26. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
18%
28%
28%
34%
37%
45%
The technical equipment in home office is
significantly worse than in the office
I get more distracted at home office than
at the office.
Communication is more difficult at home
office.
In homeoffice I work more efficiently than
at the office.
I miss my colleagues.
I can work in home office just as well as in
the office.
Homeoffice works, but it‘s lonely
Top 2 mentions on a 7
point scale

28. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
Ads on crisis well received
24%
62%
Yes No
Ad seen
before?
How do you like it?
56%
11%

29. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
22%
32%
36%
43%
51%
51%
These days, adverstising gives me the
feeling that everything is still normal.
Especially these days it is important that
companies use advertising to
communicate what they are doing.
I think it's clever to advertise right now
with a lot of people watching.
I don't like it that companies use this crisis
to present themselves in a positive light.
Brands are now allowed to advertise in
the same way as before.
Brands should concentrate on their actual
tasks these days.
Advertising currently accepted
…as long as the actual task is in the foreground
Top 2 mentions on a 7
point scale

30. WHEN ALL THIS IS
FINALLY OVER…

31. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
24%
37%
45%
55%
56%
69%
I can't wait to get back to the office.
I can't wait to being able to do errands
again without the Internet.
I can't wait strolling in the shops.
I can't wait to travel again.
I can't wait to go to restaurants and bars
again.
I can't wait to meet family & friends.
Family First, then we‘ll go out and travel
Top 2 mentions on a 7
point scale

32. Source: Survey powered by Havas Media Solutions, March 17th-19th, 500 respondents aged between 14 and 69
6%
6%
6%
11%
13%
19%
26%
40%
46%
51%
53%
68%
69%
58%
47%
30%
48%
43%
41%
21%
18%
22%
27%
30%
Foods & Beverages
Drugstore products
Electricity, heat and water
Telecommunication
Jewellery
Textiles, Clothing
Cars
Travels
Prices will drop Prices will stay the same Prices will rise
Categories currently
important:
Expectation that
prices rise
Categories currently
secondary:
Expectation that
prices will drop
Changes in price expected

33. SPLIT OPINION
ON COMPANIES
…SOME PEOPLE THINK,
COMPANIES SHOULD USE
THEIR PUBLIC AWARENESS
TO HELP
…OTHERS THINK, COMPANIES
USE THIS CRISIS FOR THEIR
OWN ADVANTAGE

34. OPEN QUESTIONS SHOW…
…CONSUMERS WOULD
HIGHLY APPRECIATE,
IF ADVERTISING CONTENT
ADAPTS TO THE CURRENT
SITUATION. DO NOT SHOW A
HAPPY PARALLEL WORLD!