A year in lockdown
How has a year in lockdown changed global consumers? And will those changes last?
Introduction
A year of lockdowns has changed the way we all live, work, shop, learn and keep ourselves entertained. For digital marketers, the two big questions are: what are those changes? And, perhaps more importantly, which are likely to last when lockdowns are (finally) a thing of the past?
That’s what our new report tries to answer.
We’ve looked at online behavior over the last year and surveyed consumers from all around the world, to find out what changes the year of lockdown has made to people and what marketers need to know to reach them.
01
Lockdown has accelerated the rise of new channels
The online opportunity across connected TV (200%) and gaming consoles (70%) has grown considerably over the year, with the most significant gains in the US.
01
What channels have been used during the year of lockdown?
USA
Source: MiQ APN platform inventory report, lockdown 1.0 (March 15 – May 1, 2020) Vs Now (Jan – Feb 2021)
%
Desktop / Laptop
%
gaming console
%
mobile
%
tablet
%
tv
02
02
Digital content consumption grew and grew
In the early stages of lockdown, online activity surged by almost 120% across most domains all around the world. Though this leveled off as people adapted to life in lockdown, we continue to see a 76% YOY increase in overall online opportunity. Categories like online games, arts and entertainment, and news, have continued to grow since last year.
Increase in online opportunity Jan 2020 Vs Jan 2021, by country
Source: MiQ APN integration, Universal Content Category Report, Jan 1, 2020 – Feb, 20, 2021
%
CANADA
%
USA
%
UK
%
SINGAPORE
%
AUSTRALIA
03
Non-essential spending took a hit but is recovering
At the start of the lockdown, non-essential shopping took a severe hit. Travel saw the largest decline in spends followed by clothing and fashion. The cuts in spending were most pronounced in households with children.
03
Net change in consumer spending by categories
Source: MiQ/ SAPIO consumer research, Feb – March 2021
USA
UK
04
Online shopping has grown – and will stick around
46% consumers surveyed were positive about buying clothes and accessories online, even post lockdown, while 36% say the same about electronics and entertainment, and 33% about beauty products.
What have people been buying online?
Source: MiQ/ SAPIO consumer research, Feb – March 2021
USA
%
clothing and accessories
%
essentials
%
home improvement
%
medicines
05
People have altered their financial priorities
36% of customers have become more interested in online banking over the lockdown year, with steeply growing interest among people 45 and older. 26% of people have more interest in stock investments, while 23% say the same about cryptocurrencies. Younger, unmarried individuals have shown a higher propensity for taking higher risks for higher potential profits.
05
What financial instruments people have turned to?
Source: MiQ/ SAPIO consumer research, Feb – March 2021
USA
UK
USA
%
online banking
%
Loans, mortgages
UK
%
online banking
%
Loans, mortgages
%
online banking
%
Loans, mortgages
%
online banking
%
Loans, mortgages
06
Younger consumers are keen to travel; older audiences remain anxious
Over 44% of people plan to travel for vacation in the next 12 months, with half of those planning to travel domestically. More than half of consumers aged 18 – 45 plan to travel in the next 12 months.
Do you plan to travel for vacation in the next 12 months?
Source: MiQ/ SAPIO consumer research, Feb – March 2021
