COVID-19 // Italy POV Vol.7
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The document presents a study by Havas Media, conducted on 632 Italian citizens, examining changes in shopping behaviors and social interactions due to the COVID-19 pandemic between April 17-22, 2020. Key findings indicate a shift towards supporting local businesses, an increase in online shopping, and changing perceptions of community and home life. As Italy prepares for reopening, there is a noted desire to maintain some pandemic-induced habits, such as increased family time and shopping at neighborhood stores.
COVID-19 // Italy POV Vol.7
- 1. 1 Seventh Dossier – 1 May 2020 Towards reopening: Behaviours and expectations
- 2. 2 Havas Media is conducting a continuative research to monitor the evolution of tendencies during the quarantine SAMPLE AND METHODOLOGY Havas Media has conducted a quantitative ad-hoc research on 632 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the Coronavirus Emergency. The research was conducted between 17-22 April 2020 32% 48% 20% 18-34 35-54 55+ M 56% F 44% ALLOCATION PER GENDER ALLOCATION PER AGE GROUP Havas Data Insight – Proprietary research North west: 31% North east: 20% Center: 20% South and isles: 29%
- 3. 3 The third wave was conducted during the decrease of the infections: the restrictive measures remain but the discussion of the country “reopening” from May, 4th is ongoing 1° WAVE 13-16 MARCH 2° WAVE 27 MARCH 3° WAVE 17-22 APRIL
- 4. 4 How do you grocery shopping during the emergency? How often ...? 59,4% Is no longer worried about a possible lack of food or pantry products (Source: Observatoire Havas commerce) Grocery shopping frequency is stable: once a week and panic about the lack of products is fading Havas Data Insight – Proprietary research 0% 10% 20% 30% 40% 50% 60% 70% Tuttiigiorni Ogni2/3giorni Unavoltaallasettimana Unavoltaogniduesettimane Menospesso Tuttiigiorni Ogni2/3giorni Unavoltaallasettimana Unavoltaogniduesettimane Menospesso Tuttiigiorni Ogni2/3giorni Unavoltaallasettimana Unavoltaogniduesettimane Menospesso Tuttiigiorni Ogni2/3giorni Unavoltaallasettimana Unavoltaogniduesettimane Menospesso Tuttiigiorni Ogni2/3giorni Unavoltaallasettimana Unavoltaogniduesettimane Menospesso Vado al supermercato di sempre Vado nei negozi di prossimità (fruttivendolo, macellaio…) Acquisto online e mi faccio consegnare a casa Acquisto on line e vado a ritirare la spesa nel punto di raccolta Vado al supermercato più vicino Total… I go to the usual supermarket I go to local shops (greengrocer, butcher…) Grocery Shopping online and home delivery Grocery Shopping online and pick up at a collecting point I go to the nearest shop
- 5. 5 How do you grocery shopping during the emergency? Do you agree with the following statements? Answer from 1 to 5 (4: Sufficiently, 5: Strongly) 34,5% I purchase products from neighbourhood shops more often, also to support them 28,3% I hope to keep shopping in the neighbourhood also after the quarantine 23,6% Instead of going to a supermarket, I shop at grocery stores, wine shops, breweries and local restaurants TOP BOX: Strongly + Sufficiently Purchase from small retailers and online shopping is growing. The rediscovery of neighbourhood shops consolidates new ways of shopping Havas Data Insight – Proprietary research 0% 10% 20% 30% 40% 50% 60% 70% Vado al supermercato più vicino Vado nei negozi di prossimità (fruttivendolo, macellaio…) Vado al supermercato di sempre Acquisto online e mi faccio consegnare a casa Acquisto on line e vado a ritirare la spesa nel punto di raccolta wave 3 wave 2 +4,8 +5,6 I go to local shops (greengrocer, butcher…) I go to the nearest shop I go to the usual supermarket Grocery Shopping online and home delivery Grocery Shopping online and pick up at a collecting point
- 6. 6 60,8% Is trying to buy more «made in Italy» products FROM THE BEGINNING OF THE QUARANTINE… 58,1% Think that communities should support local shops A new perception of “Made in Italy” and of the neighbourhood is on the rise Quanto sei d’accordo con le seguenti affermazioni? Rispondi da 1 a 5 (4: abbastanza, 5: Molto) Havas Data Insight – Proprietary research
- 7. 7 • How has your relationship with neighbours changed since the beginning of the quarantine? 13,3% 17,1% 19,8% 21,2% 25,0% 25,2% 26,9% 37,8% 43,7% We have organised games, events and flash mobs I have established new relationships and habits with the neighborhood that I hope will continue also after the quarantine We have helped those in need in the building (ex. Shopping) I heard them more often and they bother me I talk more often with my neighbours I see my neighbours more often There's more support and cohesion in the neighbourhood I've limited relations with the neighbourhood for the fear of being infected I had limited relationships with my neighbours before and also now TOP BOX: strongly + sufficiently Relationships with the neighbours are changing Havas Data Insight – Proprietary research
- 8. 8 38,6% 33,9% 32,3% 29,0% 10,1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sto dedicando più tempo alla cura di casa mia Voglio che la mia casa sia più funzionale Voglio ottimizzare ogni spazio Ho capito che voglio cambiare alcuni aspetti della mia casa Non riesco a tenere casa pulita ed in ordine come prima Do you agree with the following statements? Answer from 1 to 5 (4: Sufficiently, 5: Strongly) TOPBOX:strongly+sufficiently I am more aware of the importance of appliances I am using appliances more 17,4% 16,5% TOP BOX: strongly + sufficiently Perception of our home has changed too Havas Data Insight – Proprietary research I’m spending more time taking care of my home I want a more efficient home I want to optimise spaces I want to make some changes to my home I can’t keep my house cleaned as it was before
- 9. 9 Listen to music and to the Radio is stable Almost daily 55% 1/2 a week 25% 2/3 a months 4% Once a month 2% More Rarely 6% Never 8% NET VARIATION +7 PP NET VARIATION +11 PP NET VARIATION +11 PP NET VARIATION +15 PP -1 PP VS WAVE2 +1 PP VS WAVE2 -1 PP VS WAVE2 +1 PP VS WAVE2 Delta increased points vs previous wave • Before the emergency, how often did you listen to the radio? • The time spent on the following activities since the beginning of the emergency is ...? Havas Data Insight – Proprietary research 36% 34% 36% 33% 24% 12% 10% 7% 31% 23% 51% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ascoltare la radio Ascoltare radio on line Ascoltare musica Ascoltare musica on line Aumentato Diminuito Rimasto invariato Increased Decreased Unchanged Listen to the Radio Listen to the Radio online Listen to music Listen to music online
- 10. 10 0% 5% 10% 15% 20% 25% 30% 35% 40% radio radio on line No particular time 18,76% No particular time 25,54% Pc 19,9% Smartphone, app radio 34,3% Radio fm 24,5% Autoradio 9,6% • At what time do you listen to it more? • From which devices? From on the move to on the sofa, the Radio is mostly listen to in the morning Havas Data Insight – Proprietary research
- 11. 11 Facebook and Instagram are the most used social networks 0% 10% 20% 30% 40% 50% 60% 0% 20% 40% 60% 80% 100% Frequency: «more time per day» Insight «I’m registered» • What social networks have you joined? • How often do you log in? • Considering the use of social networks during the quarantine, do you agree with the following statements? -0,3% 2,2% -0,5% 1,0% 2,9% 0,9% -3,1% Delta vs wave 2 Havas Data Insight – Proprietary research 17,8% 18,1% 20,1% 21,3% 26,9% 38,6% 42,5% Seguo le dirette di Vip e influencer Seguo corsi online creati da influencer/personaggi famosi Scrivo commenti e partecipo attivamente alle iniziative online (challenge, giveaway….) Posto storie/video su ciò che faccio Guardo le storie di personaggi famosi/influencer Uso principalmente i DM (direct message) per comunicare con i miei amici/contatti Mi informo sull’attualità tramite le testate che hanno profili social I stay informed through newspapers that have social profiles I mainly use DM (direct messages) to connect with friends/contacts I watch stories of VIPs/Influencers I post stories and videos on what I do I write comments and actively participate in online initiatives (challenges, giveaways…) I attend online courses, created by influencers/VIPs I watch live streaming of VIPs and influencers
- 12. 12 2° phase 4 May Google Trend The most typed search query on Google: phase 2 and the end of the lockdown After May, 4th Opening on May, 4th May, 4° re-opening Phase 2 4 May we can go out Increasing Increasing Increasing Increasing Increasing Increasing
- 13. 13• What will you do after the end of the quarantine? 28,0% 29,9% 30,5% 32,6% 32,8% 33,1% 34,8% I will go out with my friends/relatives A vacation Sport outdoor Lunch/dinnet at a restaurant A small trip Shopping I will go to the beautician/hairdresser Among the first things that will mark the back to «normality»: hairdressers and beauticians, shopping and staying outdoor Havas Data Insight – Proprietary research
- 14. 14 What will remain of this quarantine: family and cooking • What habits will you keep after the quarantine? 53,5% 45,7% 47,2% 41,1% 21,7% 26,7% 11,9% 0% 10% 20% 30% 40% 50% 60% Spendmoretimewiththe family Videoconferencewith friends/relatives Shoppinginnearbyshops Moretimeforcooking Purchaseof newspapers/magazines Sportindoor Boardgames FAMILY FOOD LEISURE Havas Data Insight – Proprietary research
- 15. 15 Shopping once the quarantine is over: clothing, accessories and vacation packages • What will you buy once the quarantine is over? 54,1% 32,1% 27,9% 25,0% 24,2% 22,8% 19,2% 18,2% 13,9% 12,5% 12,3% 11,1% 10,3% 8,5% Havas Data Insight – Proprietary research
- 16. 16 Italy towards reopening • We have used AdCity Data, Havas proprietary platform, to analyse the daily flow of people in 5 major Italian cities (Turin, Milan, Rome, Naples and Palermo). Two area were examined: the city centre and the railway station • The Data come from the tracking of TIM SIM cards on the area and show how many people have been passing through, day after day, (they’re «net contacts»: each passage is registered only once per day, even if traced several times during 24 hours • In the following weeks, the analysis will continue to evaluate the impact of mobility and activities «re-start»
- 17. 17 The enforcement of restrictive measures resulted in a collapse of net daily contacts in the analyses areas -67% -64% -83% -77% -67% -79% -59% -52% -55% -50% -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% Turin Piazza San Carlo Turin Station Milan Piazza Duomo Milan Central Station Rome Colosseo Rome Termini Naples Station Naples Vittorio Emanuele Palermo Cattedrale di Palermo Palermo Station NET VARIATION OF DAILY CONTACTS 9 MAR-26 APR vs 6 GEN-16 FEB AdCity elaboration – Net daily Data, Sundays excluded
- 18. 18 Turin: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Turin Piazza San Carlo Turin Station AdCity elaboration – Net daily Data, Sundays excluded
- 19. 19 Milan: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milan zona Piazza Duomo Milan Central Station AdCity elaboration – Net daily Data, Sundays excluded
- 20. 20 Rome: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) RomeColosseo Rome Termini AdCity elaboration – Net daily Data, Sundays excluded
- 21. 21 Naples: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Naples Station Naples Vittorio Emanuele AdCity elaboration – Net daily Data, Sundays excluded
- 22. 22 Palermo: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo Cattedrale di Palermo Palermo Station AdCity elaboration – Net daily Data, Sundays excluded
- 23. 23 Update: TV audience exceeds 37% (out of total individuals) compared to the same period in 2019 0,0 5,0 10,0 15,0 20,0 25,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 vs 2019 during the week of 19-25 April Havas Media elaboration of Auditel data
- 24. 24 Update: news websites pageviews keep decreasing - 20 40 60 80 100 120 140 160 180 200 Milioni PAGEVIEWS ON MAIN NEWS WEBSITES Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI Th pubblication of Audiweb DATA after 13 April is undergoing a delay, therefore there are no updates vs previous week Havas Media elaboration of Auditel data
- 25. 25 Takeouts and opportunities • 50 days of lockdown has cemented new shopping habits and behaviours: a return to «neighbourhood life» reflected also when preferring small local shops and supporting local activities • Time spent at home led family to have abetter consideration of one’s home and to program future purchases to reorganise spaces • Radio in the morning and social during the rest of the day • The end of the quarantine is leading to planning purchases and activities: life outdoor, personal care and entertainment. Clothing and accessories will be the first purchased categories • Family, cooking, games and reading: these are the habits that citizens don’t plan to let go of • The lockdown has drastically reduced Italians’ mobility, with percentages ranging from -50% to -80%. In the coming weeks, Havas Media will conduct an analysis of AdCity data, Havas proprietary platform, to monitor the «restart» of the country