Vol.7: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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