UK media consumption has continued to rise in the last two weeks, with huge gains across live TV, video, social media, and video streaming, according to the latest Havas Media Group COVID-19 Media Behaviours Report. The fourth iteration of Havas Media Group’s COVID-19 Media Behaviours Report, a research study into consumer behavior and media consumption based on a survey of 1,487 UK respondents, shows that 64% of people claim to be watching more live TV than they did prior to the coronavirus outbreak (a net increase of 15% versus the first set of findings two weeks ago).

1. Covid–19
Media Behaviours Report
16th April 2020
Wave 3

2. We are currently living in truly unprecedented times,
in which the lives of people, companies and communities
are being totally disrupted.
The dramatic change in our daily lives is having a huge
impact on our behaviours and media consumption. As old
routines are abandoned, new patterns are emerging.
How and why are people accessing media? What are the
big shifts in time spent? How has the role media plays
changed? This report examines the key shifts in behaviour
since the emergence of Covid-19.
Introduction
_2

3. • The research was commissioned by Havas Media Group, to
understand the current impact of COVID-19 across a range of
behaviours among UK citizens, with a focus on media consumption.
We are repeating the research on a fortnightly basis to track the
impact of the developing situation over time.
• This presentation covers key findings and implications from the third
wave of results. Fieldwork was carried out over a 24 hour period from
13-14 April. The sample size is 1,500 respondents, nationally
representative with quotas set on age, gender and region. The
following results are cut by age group; however we are able to
analyse the results by gender, region and sector of employment
should that be of interest.
• In addition to the research we have undertaken an industry and
market analysis alongside further desk research to give greater
context and depth to the research results.
• If you have any questions about the contents of this report please
email: mediastrategyandinsight@havasmg.com
CONTEXT
A bit about
this report
Fieldwork dates
Wave 1: 17-18 March
Wave 2: 30-31 March
Wave 3: 13-14 April
_3

4. • Peoples behaviour has stabilised considerably wave on wave now that we are several
weeks in to the lock down.
• We continue to feel more informed and less overwhelmed at a total level, although younger
people feel more acutely lonely and overwhelmed.
• Trusted and meaningful media channels continue to be very important, although growth is
now flattening out wave on wave as peoples consumption habits stablise as they get used
to Covid-19 living.
• Video streaming is the only form of media consumption that has seen any growth wave on
wave as people look for new content to entertain themselves.
• We are seeing a very slight decline in news-brands which may be a result of people feeling
more informed or it could be a reflection of fatigue around the level of Covid-19 content.
• Information is still the primary need state, peoples needs have remained relatively
unchanged wave on wave as people get used to their new lifestyles.
• Home and garden content continues to increase in importance as people look to improve
their immediate surroundings.
• While people are continuing to put off big ticket items like a car; they are starting to think
about smaller but important purchases such as insurance, utilities and new phones.
• We continue to see small increases in younger people looking to education during this time.
EXECUTIVESUMMARY
Executive
summary
_4

5. CONSUMERMINDSET
_5
Although anxiety remains high, people continue to feel more well informed and slightly
less overwhelmed as they get used to the Covid-19 way of life. Younger people are more
likely to feel overwhelmed and lonely
Impact of COVID-19 on mental wellbeing – TOTAL BY AGE, wave 3 only
28%
39%
22%
10%
19%
21%
6%
8%
4%
37%
41%
21%
18%
17%
12%
9%
10%
2%
40%
39%
18%
17%
15%
11%
10%
9%
2%
Well informed Anxious Overwhelmed Isolated /
lonely
Unsafe Confused More
connected to
my
community
Reassured Other
Wave 1
Wave 2
Wave 3
Significantly higher/lower than previous wave
What impact has news coverage of COVID-19 had on your mental wellbeing?
18-24 25-34 35-44 45-54 55-64 65+
Anxious 36% 41% 41% 39% 46% 30%
Well informed 27% 29% 39% 40% 44% 51%
Overwhelmed 24% 21% 22% 17% 20% 12%
Isolated / lonely 24% 22% 19% 15% 15% 11%
Confused 18% 17% 8% 9% 6% 7%
Reassured 16% 11% 8% 9% 7% 8%
Unsafe 11% 16% 18% 16% 16% 13%
More connected to my community 11% 13% 9% 10% 10% 9%
Other 2% 1% 2% 2% 4% 3%

6. LIFESTYLE
_6
New working and social patterns are now established and remain largely unchanged
this wave, although we are seeing a minor increase in people social distancing and
those saying they have had to stop working altogether
Change in working situation – TOTAL Change in working situation, wave 3 – BY AGE
Change in personal / social situation – TOTAL Change in personal / social situation, wave 3 – BY AGE
48%
8%
14%
18%
10%
3%
30%
21%
25%
15%
8%
2%
32%
23%
22%
15%
9%
2%
There's been no
change to my
working pattern at
all
I’ve had to stop
working altogether
I am working from
home all the time
I am working from
home more often
I’m working reduced
hours
I’m working shifted
hours (e.g. to
accommodate
childcare)
Wave 1 Wave 2
Wave 3
53%
19%
15%
23%
60%
38%
22%
2%
65%
32%
20%
2%
I’m taking part in social
distancing and seeing less
people
I’ve chosen to self-isolate I’ve been advised / forced to
self-isolate
I've not changed my
behaviour at all
Wave 1 Wave 2 Wave 3
In light of the recent COVID-19 outbreak, at this point in time, which of the following apply to you?
Significantly higher/lower than previous wave
18-24 25-34 35-44 45-54 55-64 65+
WFH all the time 33% 26% 30% 24% 18% 11%
Stopped working altogether 25% 28% 25% 25% 24% 12%
WFH more often 25% 26% 21% 18% 8% 2%
No change 13% 14% 19% 24% 42% 62%
Working reduced hours 12% 10% 14% 12% 6% 3%
Working shifted hours 7% 3% 3% 3% 2% 0%
18-24 25-34 35-44 45-54 55-64 65+
I’m taking part in social distancing
and seeing less people
57% 66% 65% 73% 69% 60%
I’ve chosen to self-isolate 32% 31% 29% 24% 29% 41%
I’ve been advised / forced to self-isolate 31% 23% 22% 14% 13% 19%
I've not changed my behaviour at all 5% 1% 2% 4% 3% 2%

7. LIFESTYLE
We are seeing popularity surges for brands who put their employees first and conversely
angry sentiment towards those that don’t
_7
According to Edelman’s Brand Trust and the
Coronavirus Pandemic report 78% of us
believe businesses have a responsibility to
ensure their employees are protected from
the virus in the workplace and do not spread
the virus into the community. The treatment
of employees is getting more attention both
from media but also general public with the
best example being a crowd-sourced
spreadsheet that calls out the companies
mistreating their employees.
Two of the British brands – Sport Direct and
Wetherspoons – have been sparked public
anger after their respective CEOs
attempted to keep its stores open despite
the lockdown or pay its workforce. YouGov
BrandIndex shows that this recent
behaviour may have had an adverse effect
on consumer perceptions. Similarly several
Premier League clubs have recently found
themselves on the wrong side of popular
opinion after furloughing and/or cutting
wages of non-playing staff.
On the other end of the spectrum we have
Marks & Spencer which has announced
15% pay rise for shop floor staff working
on the frontline in its food stores, and
confirmed that furloughed staff will receive
full pay. Uber on the other hand created a
dashboard to help to help its drivers find
work at other companies and Microsoft will
extend three months’ paid parental leave to
all full-time employees.

8. LIFESTYLE
_8
As the government imposed lockdown looks set to continue, people across all
age groups are continuing to avoid public places, particularly older generations
Significantly higher/lower than previous wave
What types places / events are you planning on avoiding in the coming weeks?
Places / events planning to avoid in the coming weeks – TOTAL
Places / events planning to avoid in the coming weeks,
wave 3 – BY AGE
64%
62%
59%
60%
55%
53%
36%
32%
82%
80%
78%
76%
78%
73%
57%
60%
81%
78%
77%
76%
76%
74%
60%
57%
Restaurants,
pubs & bars
Cinemas Public
transport
International
travel
Shopping
centres
Sports events Shops in
general
The
workplace
Wave 1
Wave 2
Wave 3
18-24 25-34 35-44 45-54 55-64 65+
Restaurants, pubs & bars 70% 69% 74% 86% 87% 92%
Cinemas 69% 68% 72% 81% 83% 85%
Public transport 67% 65% 71% 78% 85% 88%
Sports events 67% 63% 70% 78% 81% 82%
International travel 63% 68% 69% 78% 81% 87%
Shopping centres 63% 67% 71% 76% 80% 85%
The workplace 56% 49% 52% 57% 59% 67%
Shops in general 51% 56% 58% 58% 60% 68%

9. LIFESTYLE
_9
Social distancing remains on the top of the agenda
Google published reports for 131 countries
showing whether visits to shops, parks and
workplaces dropped in March. Reports are
based on actual location data (aggregated
and anonymised according to Google).
Based on their blog post they will continue
publishing these moving forward. Apple
has followed suit and introduced similar
tool using data from Apple Maps.
Several European countries, including UK,
have been developing contract tracing app
– similar to those used in some of the
Asian countries. An unlikely partnership
offered its help – Apple and Google
announced they’re partnering on to work
on Bluetooth technology that will allow
governments and health agencies to more
easily conduct contact tracing. Reportedly
they’ve been working with UK’s National
Health Service. However questions about
privacy remain.
While most companies have raised to the
challenge and used their power to amplify
‘stay at home’ message or stress the
importance of social distancing, reports show
that in US some companies have decided
to… trademark ‘social distancing’! Nothing
left but to look forward to social distancing
shirts, hats, signs, and stickers in online
stores near you…

10. Media behaviour
changes

11. CHANNELCHANGES
_11
While still elevated compared to the time before COVID-19, media consumption
has started to flatten out or slightly decrease this wave, as people settle into
their new routines
Change in media channel usage,
Wave 3
36% 34% 31% 31%
15% 14% 13% 12% 11% 9% 6% 3% 2%
24% 26% 31% 30%
20% 21% 20% 22%
17%
15%
14%
3% 5%
17%
27%
29%
28%
33%
23% 27%
37%
23%
38%
23%
5%
14%
2%
2%
3%
2%
6%
3%
4%
9%
2%
5%
3%
3%
5%
1%
2%
2%
1%
8%
3%
3%
8%
3%
5%
3%
58% 37%
21%
9%
4%
9%
19%
36% 34%
12%
43%
28%
51%
28%
37%
Video streaming
(e.g. Netflix,
Amazon Prime)
Visiting Social
Media websites
Watching live TV
(on TV set or
other device)
Watching video
on demand (e.g.
iPlayer, Now TV,
YouTube)
Reading
Newspapers
(either physical
copy or online)
Mobile gaming
(e.g. Candy
Crush, Clash of
Clans)
Music streaming
(e.g. Spotify,
Deezer)
Listening to the
Radio
PC & Console
gaming.
Reading
Magazines (either
physical copy or
online)
Listening to
podcasts
Visiting the
Cinema
Posters on street
or on public
transport
Never did this
Doing a lot less of
Doing a bit less of
Doing about the same
amount
Doing a bit more of
Doing a lot more of
NET doing more of
(w3 VS. w2)
+4% 0% -1% 0% -7% -1% -2% -2% -1% -5% -2% -1% -3%
NET doing less of
(w3 VS. w2)
0% 0% 0% 0% +2% 0% 0% +2% -1% +2% -1% +4% +4%
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?

12. CHANNELCHANGES
_12
Only video streaming sees a further increase this wave. Newspapers see the biggest
decrease this wave, suggesting a saturation of news content or that people already feel
well informed / fatigued by Covid 19
Change in media channel usage,
Wave 3
Change Wave 3 vs.
Wave 2
NET DOING
MORE OF
NET DOING
LESS OF
Watching live TV (on TV set or other device) 63% 5%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 61% 3%
Visiting Social Media websites 60% 4%
Video streaming (e.g. Netflix, Amazon Prime) 59% 3%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 35% 7%
Reading Newspapers (either physical copy or online) 35% 14%
Listening to the Radio 35% 17%
Music streaming (e.g. Spotify, Deezer) 33% 6%
PC & Console gaming. 29% 5%
Reading Magazines (either physical copy or online) 24% 10%
Listening to podcasts 21% 5%
Posters on street or on public transport 7% 42%
Visiting the Cinema 7% 61%
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
TOTAL CHANGE IN
DOING MORE OF
TOTAL CHANGE IN
DOING LESS OF
-1% 0%
0% 0%
0% 0%
4% 0%
-1% 0%
-7% 2%
-2% 2%
-2% 0%
-1% -1%
-5% 2%
-2% -1%
-3% 4%
-1% 4%

13. CHANNELCHANGES
_13
25-44s show an increased consumption of Video Streaming, Social Media and VOD
this wave. The over 55s have also upped their consumption of Video Streaming vs.
wave 2
Change in media channel usage wave 3, by age
Change in use of media
(Net doing more Wave 3 vs. Wave 2)
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
NET DOING MORE OF: 18-24 25-34 35-44 45-54 55-64 65+
Video streaming (e.g. Netflix, Amazon Prime) 86% 81% 74% 58% 50% 28%
Visiting Social Media websites 83% 79% 71% 61% 51% 34%
Watching VOD (e.g. iPlayer, Now TV, YouTube) 79% 80% 73% 58% 50% 37%
Watching live TV (on TV set or other device) 67% 68% 64% 61% 65% 55%
Music streaming (e.g. Spotify, Deezer) 65% 51% 42% 28% 21% 10%
Mobile gaming (e.g. Candy Crush, Clash of Clans) 57% 54% 46% 38% 18% 11%
PC & Console gaming. 55% 50% 34% 24% 15% 8%
Listening to podcasts 42% 32% 26% 16% 16% 5%
Reading Newspapers (either physical copy or online) 40% 38% 36% 33% 37% 28%
Listening to the Radio 37% 37% 38% 38% 34% 28%
Reading Magazines (either physical copy or online) 35% 31% 29% 20% 22% 16%
Posters on street or on public transport 15% 13% 8% 3% 3% 3%
Visiting the Cinema 14% 14% 10% 2% 2% 1%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
4% 3% 4% 5% -2% 7% 7%
0% 0% 2% 1% -5% 4% -2%
0% -5% 2% 4% -6% -1% 6%
-1% 0% -2% -2% -8% 2% 1%
-2% 0% -6% -6% -3% 4% 0%
-1% -5% 2% -4% 4% -6% 1%
-1% -1% 3% -2% -4% -1% -2%
-2% 3% -6% -2% -4% 4% -2%
-7% 1% -9% -11% -15% -6% 0%
-2% -1% -4% 2% -4% -1% -3%
-5% -2% -10% -3% -11% 0% -3%
-3% -1% -5% -5% -6% 0% 0%
-1% 1% 0% -1% -4% -1% 0%

14. SOCIALMEDIA
_14
All social platforms have made gains in usage since COVID-19, with Facebook and
WhatsApp benefitting the most; although growth now appears to be plateauing across
all channels vs. wave 2
Change in use of Social Media Platforms,
Wave 3
Change in use of Social Media Platforms
(Net using more Wave 3 VS. Wave 2)
27% 25%
16%
11% 9% 6% 4% 3%
24% 26%
16%
14%
9%
8%
6%
5%
26%
21%
19%
22%
13%
9% 19%
9%
3%
2%
2%
4%
3%
2%
5%
2%
3%
2%
2%
2%
2%
1%
6%
2%
17%
23%
44%
47%
64%
73%
61%
79%
Facebook WhatsApp Instagram Twitter Snapchat TikTok LinkedIn Twitch
Never used this Using a lot less Using a bit less
Using about the same amount Using a bit more Using a lot more
How would you describe your use of the following social media platforms, compared to the time before COVID-19?
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
WhatsApp 0% -1% -4% 1% -2% 0% 4%
Instagram 0% -2% 2% -6% 4% 3% -1%
TikTok -1% 1% -5% -1% 0% 1% 1%
Snapchat -1% -3% -4% -4% 1% 0% 1%
Twitter -2% -5% -5% -1% 0% 1% -2%
Facebook -2% -7% 1% -4% -1% 1% -3%
LinkedIn -2% -5% -6% 2% -3% -1% -1%
Twitch -3% -1% -8% -4% -2% -1% -1%

15. SOCIALMEDIA
_15
The battle with misinformation continues, with some quite serious effects
While all main social media and tech
companies have been struggling with
COVID-19 related misinformation,
WhatsApp has been singled out as the
main source of fake news. Facebook –
WhatsApp’s owner - hopes new strict new
limit that will be imposed on message
forwarding will change that! If a user
receives a frequently forwarded message –
one which has been forwarded more than
five times – under the new curbs, they will
only be able to send it on to a single chat
at a time.
However Reuters Institute has found that
celebrities and politicians have played a key
role in spreading COVID-19 misinformation
on social media. Similar
to influencer marketing, the reach and
standing of these public figures significantly
amplifies their messaging.
As a result, the Reuters team found that
posts from high-profile users accounted for
69% of the total engagement with
misleading reports.
One of the most damaging conspiracy
theories spreading across the web - and
actually endorsed by few celebrities such
as Amanda Holden and Woody Harrelson –
links the pandemic to the rollout of 5G
technology. Professor Stephen Powis, a
medical director for NHS England in the
UK, called it “outrageous” and “absolute
and utter rubbish”. Still it has led to several
arson attacks including the 5G tower on the
top of newly-built Nightingale hospital.

16. AUDIOPLATFORMS
_16
Usage of audio platforms appears to be levelling out, with little change on the previous
wave; although people are still listening more than they did before Covid-19.
Change in use of Audio Channels,
Wave 3
Change in use of Audio Channels
(Net using more Wave 3 VS. Wave 2)
How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19?
12%
7% 6% 4% 4% 4% 3% 3%
14%
15%
10%
9%
6%
10%
8%
5%
16%
27%
18%
19%
13%
22%
17%
11%
4%
4%
2% 5%
3%
6%
3%
3%
3%
5%
3% 5%
2%
7%
4%
3%
51%
42%
61% 58%
71%
52%
64%
77%
Spotify BBC Sounds /
BBC Radio
Amazon Music Capital Radio Apple Music Heart Radio Absolute
Radio
LBC
Never used this Using a lot less Using a bit less
Using about the same amount Using a bit more Using a lot more
Total 18-24 25-34 35-44 45-54 55-64 65+
BBC Sounds /
BBC Radio
0% 2% -2% -1% -8% 10% 1%
Spotify 0% 0% -4% -4% -5% 9% 2%
Amazon Music -1% 4% -3% -3% 0% 2% -3%
Absolute Radio -1% 2% -1% -1% -3% -3% 0%
Capital Radio -1% 2% -2% 0% -5% 0% -1%
Apple Music -2% -2% -6% -2% -2% 1% 0%
Heart Radio -3% 1% -7% -2% -5% -2% -3%
LBC -3% -7% -5% -5% -4% -1% -1%

17. AUDIOPLATFORMS
The outbreak is pushing the music scene in new directions, it will be interesting to see
whether these changes remain in a post Covid-19 world
_17
The coronavirus pandemic will have its Live
Aid moment. The WHO and advocacy
group Global Citizen have organised a
global entertainment special to take place
on 18th of April. It will be broadcast across a
number of TV networks as well as widely
livestreamed on Amazon Prime Video,
Apple, Twitch, YouTube and more. It will
celebrate healthcare workers on the
frontlines with a virtual concert featuring
Lady Gaga and other pop stars including
Paul McCartney, Stevie Wonder, Billie
Eilish and Lizzo.
COVID-19 has sped up the evolution of
Twitch. Once the domain primarily of
gamers, the livestreaming platform has
become a refuge for musicians and their
fans during the coronavirus crisis.
Livestreamed concerts have helped boost
viewership of its Music and Performing Arts
category of streams from 92,000 average
viewers to 574,000 average viewers!
Facebook Live and Instagram Live are
similarly - albeit at smaller scale –
becoming popular among music fans.
While streaming platforms such as Spotify,
SoundCloud, Twitch have either joined
forces or launched their own initiative in
order to help struggling musicals, more and
more of them (and creators in general) are
turning to Patreon. It is a fan membership
service so rather than artists depending on
donation-based livestreams, fans offer them
ongoing membership support.

18. NEWSBRANDS
_18
The consumption of newsbrands appears to be on the decline vs wave 2, with those
ages 25-54 seeing the biggest drop in consumption across the majority of brands
Change in use of newspaper brands,
Wave 3
Change in use of newspaper brands
(Net using more Wave 3 VS. Wave 2)
How would you describe your use of the following newspaper brands, compared to the time before COVID-19?
6% 4% 4% 3% 3% 3% 3% 1%
12%
7% 10% 8% 5% 6% 7% 7%
22%
19% 17%
16%
14%
19% 17%
14%
5%
4% 4%
3%
6%
4% 4%
3%
6%
6% 4%
5%
17%
5% 4%
3%
49%
60% 61%
65%
54%
63% 65%
71%
The Daily Mail The Sun The Guardian The Mirror Metro The Times The Telegraph Huffington
Post
Never used this Using a lot less Using a bit less
Using about the same amount Using a bit more Using a lot more
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Huffington Post -1% 2% -5% 0% -7% 4% 2%
Metro -2% 4% -5% -7% -4% 1% 0%
The Mirror -2% 0% -3% -4% -6% -1% 0%
The Daily Mail -3% -4% -8% -5% -7% 2% 3%
The Guardian -4% -2% -10% -5% -6% 2% -1%
The Times -4% -2% -11% -1% -4% -5% -1%
The Telegraph -4% -5% -4% -4% -7% -4% -3%
The Sun -5% -8% -9% -7% -10% 1% -1%

19. TVCHANNELS
_19
While we are watching considerably more TV than before the lock down, consumption is
flattening out, with little change wave on wave
36%
16% 13% 12% 10% 9% 6%
30%
20% 24% 26%
16% 22%
16%
21%
24%
44%
48%
30%
53%
53%
3%
3%
4%
4%
3%
4%
6%
3%
3%
3%
2%
4%
3%
3%
8%
33%
12%
8%
37%
9%
15%
BBC News Sky News BBC (other
channels)
ITV Sky (other
channels)
Channel 4 Channel 5
Never used this
Using a lot less
Using a bit less
Using about the same
amount
Using a bit more
Using a lot more
Change in use of TV
Wave 3
Change in use of TV Channels
(Net using more Wave 3 VS. Wave 2)
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Sky News 0% 10% -4% -1% -3% 2% 2%
Channel 4 -1% 3% 3% -5% -6% -2% 0%
Sky
(other
channels)
-2% 5% -7% 1% -6% -2% 1%
BBC News -2% 1% -2% -8% -3% 0% 0%
ITV -3% 4% 1% -3% -10% -3% -3%
Channel 5 -3% 2% -4% -4% -7% -4% 0%
BBC
(other
channels)
-4% -6% -7% -10% -4% 2% -2%
How would you describe your use of the following TV channels, compared to the time before COVID-19?

20. VOD&STREAMING
_20
Netflix, YouTube & the BBC iPlayer are benefitting most from COVID-19. Netflix has seen
the greatest growth vs. wave 2 across most age groups
30%
22%
13% 12%
6% 5% 4% 3%
19%
27%
16%
24%
16%
13%
9%
5%
15%
33%
18%
35%
38%
38%
33%
10%
2%
3%
3%
4%
4%
4%
4%
3%
1%
2%
2%
4%
3%
3%
3%
2%
33%
12%
47%
20%
32%
36%
48%
76%
Netflix YouTube Amazon Prime
Video
BBC iPlayer ITV Hub All 4 My5 Apple +
Never used this Using a lot less Using a bit less Using about the same amount Using a bit more Using a lot more
Change in use of video on demand
& streaming platforms, Wave 3
Change in use of video on demand & streaming platforms
(Net using more Wave 3 VS. Wave 2)
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Netflix 4% -2% 9% 7% -1% 12% 3%
BBC iPlayer 1% 0% 3% 2% 4% 1% 0%
YouTube 1% 4% -2% -2% -1% 6% 3%
Apple + -1% -1% 0% -2% -3% 0% 0%
Amazon Prime
Video
-2% -8% -6% -1% -2% 2% 3%
ITV Hub -2% -4% 0% -3% -4% -3% 3%
My5 -2% -6% -2% -2% -4% 0% 1%
All 4 -3% -5% 1% -6% -6% -3% 1%
How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19?

21. VOD&STREAMING
_21
Despite COVID-19 grinding the movie and TV industries to a standstill, movie studios
and creators are finding innovative ways to entertain us
This weekend eyes of all movie industry
experts were on… Trolls World Tour. It was
the first major studio movie ever to skip its
planned traditional theatrical release. It’s
reportedly the biggest ever debut of a digital
release earning $40M. And while beating
this record in the current situation is not
specially surprising, the original Trolls
earning merely $6M more during a ‘proper’
release tells a more exciting story. However
with all other movies being pushed back
to (hopefully) after-lockdown, this will
rather stay an anecdote rather than a
game changer.
Despite industry-wide hiatus, movie studios
and TV producers are finding new ways for
engaging with their fans. Studios leveraging
popularity of Twitter film clubs and now
organise official Twitter Watch Parties
offering fans an opportunity to interact with
movie’s directors and/or cast. Virtual table
reads are gaining popularity too - cast of
Grace and Frankie had a table read of an
unreleased episode from the show’s next
season and cast of 90s’ sitcom The Nanny
reunited for a virtual table read in hopes of
raising the spirits of fans in isolation.
Live TV has embraced video conferencing
with shows such as Saturday Night Live,
Have I Got News For You or Graham
Norton Show all switching to a new format.
CBS drama series All Rise will produce the
first episode of a primetime scripted series
entirely thought programs like FaceTime,
WebEx and Zoom. As for advertisers, with
all in-person shoots coming to a standstill,
many have turned their attention to
animation and CGI.

22. Role of media
and content

23. Primary / preferred source of news re:
COVID-19 Net gains Wave 3 vs. Wave 2
Primary / preferred source of news re:
COVID-19
Primary / preferred source of news re: COVID-19
Wave 3
NEWSSOURCES
TV remains the preferred source of news on COVID-19, becoming more important to
25-34s. Meanwhile, radio has shown slight increases wave on wave
0%
10%
20%
30%
40%
50%
60%
70%
TV News
websites
Social media
platforms
Radio Newspapers Friends &
Family (Word
of Mouth)
Podcasts Magazines
Wave 1
Wave 2
Wave 3
18-24 25-34 35-44 45-54 55-64 65+
TV 39% 43% 48% 66% 67% 73%
News websites 24% 27% 29% 21% 18% 13%
Social media platforms 18% 10% 8% 4% 1% 1%
Radio 7% 5% 3% 5% 7% 5%
Newspapers 4% 4% 3% 0% 3% 7%
Podcasts 3% 3% 3% 0% 1% 1%
Friends & Family 2% 7% 3% 2% 1% 0%
Magazines 2% 1% 1% 0% 1% 0%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Radio 2% 5% 4% 1% 1% 5% -1%
News websites 0% -2% 0% 0% 2% -1% 1%
TV 0% -3% 6% 1% 0% -2% -2%
Friends & Family 0% -3% 2% -2% 0% 0% -1%
Podcasts 0% -5% 1% 1% -1% 0% 0%
Newspapers -1% 2% -3% 0% -2% -2% 1%
Social media platforms -1% 7% -7% -2% -1% 0% 0%
Magazines -1% 0% -3% -2% -1% 0% 0%
Significantly higher/lower than previous wave
What is your primary / preferred source of news re: COVID-19?_23

24. Trustworthy sources of information re: COVID-19
Net gains Wave 3 vs. Wave 2
Trustworthy sources of information re: COVID-19 Trustworthy sources of information re: COVID-19
Wave 3
TRUSTWORTHYSOURCES
The BBC continues to be the most trustworthy source of information on Covid-19,
although 35-44s are trusting it less wave on wave. Twitter is the only source seeing a
slight improvement in trust, driven by 18-24s and 35-44s
0%
10%
20%
30%
40%
50%
60%
70%
80%
BBC SKY News The
Guardian
Daily Mail Friends &
Family
Facebook Other Twitter
Wave 1
Wave 2
Wave 3
Significantly higher/lower than previous wave
18-24 25-34 35-44 45-54 55-64 65+
BBC 60% 57% 61% 72% 74% 76%
SKY News 28% 28% 40% 36% 28% 24%
The Guardian 18% 16% 17% 10% 12% 7%
Friends & Family 14% 12% 8% 9% 6% 9%
Daily Mail 14% 13% 11% 6% 12% 14%
Twitter 14% 7% 8% 7% 1% 1%
Facebook 11% 16% 13% 6% 3% 1%
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Twitter 1% 5% -3% 4% 0% -1% 0%
SKY News -1% -5% -5% 6% 3% 0% -3%
Friends & Family -1% 3% 2% -2% 1% -3% -4%
Facebook -1% -2% -2% 0% -1% 1% -3%
BBC -1% 5% 1% -10% 0% -4% 0%
Daily Mail -1% -1% -3% -2% -3% 1% -1%
The Guardian -2% -1% -3% -2% -1% 0% -2%
Which of the following do you trust for factually correct information about COVID-19?_24

25. Change in communication since COVID-19
Wave 3
Change in communication since COVID-19
(Net using more Wave 3 vs. Wave 2)
COMMUNICATION
People are continuing to use more communication platforms vs. before Covid-19.
Despite a drop in video calls for 18-24s, there has been an overall increase wave on
wave, driven by 65+
33%
25%
29%
26%
31%
37% 26%
28%
24% 31%
20%
29%
2%
4%
3%
3%
1%
2%
2%
1%
9%
2%
20%
13%
Messaging (e.g. WhatsApp,
Facebook Messenger)
Talking on the phone Video Calls (e.g. Facetime,
Skype)
Social Media platforms (e.g.
Facebook, Instagram)
Never did this A lot less A bit less About the same A bit more A lot more
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Video Calls 1% -7% 3% 0% 2% 0% 5%
Talking on the
phone
-2% -1% 0% -4% -6% 1% -1%
Social Media
platforms
-3% 1% -4% 1% 0% -7% -5%
Messaging -3% -4% -3% -2% -3% -6% -1%
In terms of how you are keeping in touch with your friends and family, are you doing any more or less of the following, compared to the time before COVID-19?_25

26. Change in consumption of areas of interest
Wave 3
Change in consumption of areas of interest
(Net consuming more Wave 3 vs. Wave 2)
CONTENTAREAS
Consumption of news content is dropping amongst younger age groups, whilst home &
garden content is seeing the greatest wave on wave growth as people seek to improve
their home environment
40%
14% 15%
11% 10%
5% 3% 4%
31%
26% 23%
23%
17%
16%
7% 6%
20%
47%
44%
38%
25%
46%
23%
20%
3%
4%
5%
6%
3%
5%
9%
9%
3%
2%
7%
4%
5%
6%
43%
32%
3%
6% 7%
18%
41%
21%
15%
29%
News Food Entertainment Home &
Garden
Gaming Science &
Technoloy
Travel Sport
Never had any interest in this A lot less A bit less About the same A bit more A lot more
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Home & Garden 3% 5% 2% 1% 5% 4% 2%
Food 1% 7% 2% 0% -6% 5% 1%
Gaming 0% 4% -2% -2% 0% 4% -1%
Entertainment -1% 3% -1% -3% -5% 1% 1%
News -2% -3% -7% -6% 1% 2% 0%
Science & Technology -2% -1% -10% -3% -1% 2% 0%
Travel -3% 0% -8% -2% -4% -2% 1%
Sport -4% -4% -7% -8% -4% 0% -2%
In terms of areas of interest, how would you describe your consumption of the following types of content, compared to the time before COVID-19? (this could be reading about,
watching, or listening to this type of content)_26

27. Change in media needs
Wave 3
Change in media needs
(Net more important Wave 3 vs. Wave 2)
NEEDSTATES
Whilst information is the top need from media sources, we are seeing a slight decline in
inspiration & practical advice, potentially as people are settled into lockdown, no longer
wanting to be bombarded with new ideas of how to spend time
41%
24% 22% 21% 20% 20%
17%
12%
33%
33%
33%
31% 31%
29%
29%
29%
23%
37% 39%
40%
38%
39% 47%
48%
2% 3% 3% 4%
5%
5%
3%
6%
2% 2% 3% 3% 6% 8%
4% 5%
Information Unwind Comfort Distraction Escapism Connection For practical
advice
Inspiration
A lot less important A bit less important About the same A bit more important A lot more important
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Unwind 0% -9% 3% -1% 0% 6% -2%
Connection 0% 6% -3% -6% 4% 1% -1%
Distraction 0% 1% -1% -1% -3% 2% 1%
Comfort -1% 1% -5% 1% -1% -3% 0%
Information -2% -3% -1% 1% -9% -5% 2%
Escapism -2% -9% -3% -7% -2% 3% 2%
Inspiration -5% -3% -8% -7% -7% 1% -4%
For practical
advice
-7% -3% -10% -9% -14% -2% -5%
Thinking about the different roles that media can fulfil in your life, have any of the following needs become more or less important to you, compared to the time before COVID-19?_27

28. NEEDSTATES
Brands are playing a role in helping people unwind
_28
According to GlobalWebIndex, 77% of
global consumers approve of brands
providing funny / light-hearted videos or
content to entertain people. Brands have
started to – carefully! – shift their
messaging. Oreo, for example, introduced
globally connected COVID-19 strategy built
around the idea of "Stay Home, Stay
Playful“. Additionally many other brands
asked their fans to get involved in
challenges (on and off TikTok) offering
rewards in return, including Nike, P&G,
Trojan, Stella Artois and Go Pro.
Netflix Party has been one the early
beneficiary all of us being stuck in at home.
However it was merely a Chrome extension
with no real connection to any of the media
platforms and hence the it popularity was
short-lived. Now Twitch has announced a
similar feature in partnership with Amazon
Prime called Watch Parties enabling people
to watch Amazon Prime movies and
television shows together.
GIFs have seen a big increase in usage amid
the COVID-19 lockdowns. Leading GIF
platform GIPHY says that it's seen a 33%
increase in usage over the past month, with
more than 10 billion pieces of content being
shared on the platform each day. Interestingly,
while w/c 9th of March Coronavirus-related
terms were the top searches on GIPHY, the
tide is turning. At the end of March, as
Coronavirus searches decreased, there was
a steady increase in searches related to
timely shows and activities.

29. Broader consumer
behaviour

30. Change in activities
Wave 3
Change in activities since COVID-19
(Net using more Wave 3 vs. Wave 2)
ACTIVITIES
Participation in cooking, fitness and DIY are all continuing to grow wave on wave,
particularly amongst 35-44s. While people are cleaning less than they did earlier in the
lock down
22% 20% 19%
14% 12% 10% 12% 9%
34%
32% 32%
28%
26% 26% 20%
22%
37%
38% 41%
35%
36% 37%
28% 35%
4% 7% 3%
5%
5% 6%
4%
12%
1% 2%
1%
3%
3% 6%
3%
9%
2% 1% 4%
14%
19% 15%
33%
14%
Cleaning Relaxing Cooking Reading
books
Doing
puzzles,
board
games or
crafts
DIY Playing
computer /
video games
Fitness
Never did this A lot less A bit less About the same A bit more A lot more
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Cooking 1% -6% 3% 12% 2% -2% -1%
Fitness 1% -1% -1% 9% -3% 5% 0%
DIY 1% 0% 1% 5% -2% 6% -3%
Relaxing -1% -8% -2% -1% -2% 0% 4%
Reading books -1% -10% 4% -1% -6% 2% 2%
Playing computer /
video games
-2% -4% -4% -5% -2% -1% 2%
Doing puzzles, board
games or crafts
-3% -9% -2% 0% -6% -3% 1%
Cleaning -4% -3% -3% 0% -3% -8% -8%
In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?_30

31. New hobbies / activities undertaken
Wave 3
Change in New hobbies / activities (Net already started
/ definitely intend to more Wave 3 vs. Wave 2)
SELFIMPROVEMENT
Reading, learning new hobbies and taking up fitness continue to be the top new
activities. We are seeing an increase in 18-24s signing up for an educational course,
while 35-44s are taking part in more work orientated training
24%
6% 5% 3% 1% 1% 0% 0%
14%
4%
2% 3%
2% 2% 0% 1%
33%
20%
18%
15%
8% 9%
2% 3%
12%
26%
26%
24%
20% 22%
12% 12%
9%
38% 48%
53%
68% 65%
84% 83%
Read more Learn a new
hobby e.g.
gardening,
cooking,
knitting
Take up a new
form of fitness
Learn a new
skill (e.g. arts,
crafts, musical
instrument)
Take a short
educational
course
Learn a new
language
Take part in
training
through my
existing
workplace
Sign up for a
longer
educational
course e.g.
undergraduate,
postgraduate
or MBAI’ve already started doing this I definitely intend to do this
I might do this I probably won’t do this
I definitely won’t do this I was doing this before COVID-19
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Sign up for a longer educational
course e.g. undergraduate,
postgraduate or MBA
0% 4% 2% 0% -4% 0% 1%
Take a short educational course 0% 1% 2% -1% -4% -1% 2%
Take part in training through my
existing workplace 0% 0% -2% 4% 0% -1% -1%
Take up a new form of fitness -1% 2% -2% 3% -5% 2% -2%
Learn a new language -2% 0% -5% 0% -1% 0% -1%
Learn a new skill (e.g. arts, crafts,
musical instrument) -3% 0% -8% -1% -8% 2% -2%
Learn a new hobby e.g.
gardening, cooking, knitting -4% -1% -4% -2% -9% 0% -3%
Read more -4% -8% -9% -7% -4% 3% 1%
Thinking about how you are spending your time currently, compared to the time before COVID-19, which best applies to you for each of the following?_31

32. SELFIMPROVEMENT
We are seeing brands support people’s interests and spare time, giving them a valuable
reason to engage
_32
Both Airbnb and Viator (Tripadvisor’s
parent company) launched virtual
experiences. While many of them are built
around travel, people will have access to
online classes such as yoga, cooking,
meditation etc. It aims to give hosts a way
to continue to earn an income during the
pandemic.
Camera makers Leica and Olympus have
announced initiatives to offer free courses
and talks for photographers amid the
COVID-19 pandemic. Photographers will
have access to group or one-on-one
sessions or take part in online discussions
led by renowned photographers, musicians,
actors, and other creatives.
Penguin will launch ‘At Home with Penguin’
livestream series ‘inviting’ people to authors’
homes. The authors will share how they are
handling life indoors and the books they are
turning to, in an intimate discussion filmed in
their living room, kitchen or study. The
audience will also be able to ask questions.

33. LEISURESPENDING
Spending on entertainment and digital purchases remains high vs. pre-COVID-19, but
unchanged since Wave 2. While under 35s are spending less on takeaway food
deliveries vs. the previous wave, there is an increase among 35+
Change in leisure spending
Wave 3
Change in leisure spending
(Net spending more Wave 3 vs. Wave 2)
7% 5% 5% 4% 4% 3% 2% 2%
14%
13% 14%
10% 9% 8%
4% 6%
41%
27%
20%
21% 21%
13%
12%
11%
5%
4%
12%
4% 5%
4%
6% 2%
4%
6%
27%
6% 5%
4%
16%
4%
29%
45%
22%
55% 56%
67%
59%
75%
Entertainment
subscription services
e.g. Netflix
Digital purchases of
films e.g. Sky store,
Amazon Prime
Takeaway / food for
delivery
Limited passes for
subscription service
e.g. Now TV
Entertainment /
Cinema pass
Education / self-
improvement /
learning new skills
Virtual / online gym /
fitness classes
Gym / fitness club
memberships
Online dating apps /
websites
Never spend on this Spending a lot less on this Spending a bit less on this
Spending about the same as before Spending a bit more on this Spending a lot more on this
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Digital purchases of films e.g. Sky
store, Amazon Prime 0% 0% 2% -1% -3% -2% 3%
Online dating apps / websites -1% -3% -2% 2% 0% 1% 0%
Limited passes for subscription
service e.g. Now TV Entertainment /
Cinema pass
-1% -5% 0% 6% -5% -1% 1%
Virtual / online gym / fitness classes -1% -4% -4% -4% 0% 1% 1%
Entertainment subscription services
e.g. Netflix -1% -2% -7% 1% 0% 0% 0%
Takeaway / food for delivery -2% -9% -10% 3% 2% 1% 1%
Education / self-improvement /
learning new skills -2% -7% -5% 1% 0% -1% -1%
Gym / fitness club memberships -3% -7% -10% -1% -2% 0% 0%
Again, thinking about your spending habits, which of the following apply to you in terms of how you habits may have changed, compared to the time before COVID-19?_33

34. BIGTICKETPURCHASEINTENTIONS
Holidays and buying a car continue to be put off the most, a rising trend amongst over
35s. Switching utilities, new insurance provider and buying a new mobile handset are all
being considered more, as people begin to look at where to save money
Change in big purchase intentions
Wave 3
Change in big purchase intentions
(Net Definitely / Probably will delay Wave 3 vs. Wave 2)
44%
19%
16% 13% 11% 9% 8% 7%
15%
13% 20%
15%
10% 14% 12%
11%
8%
6%
20%
11%
7%
15% 17%
10%
6%
4%
13%
7%
4%
9% 12%
5%
28%
57%
31%
54%
67%
53% 50%
66%
Booking a holiday Buying a car Making home
improvements
Buying a new
mobile phone
handset
Buying or selling a
property (house or
flat)
Switching utility
providers (gas/
electric, internet,
mobile phone etc.)
Taking out a new
insurance policy /
switching provider
Investing in
Further Education
(Undergraduate
degree, Master,
other formal
qualification)Definitely will delay doing this Might delay doing this
Probably won’t delay doing this Definitely won’t delay doing this
Had no intention of doing this
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Booking a holiday 2% -8% -4% 5% 2% 2% 10%
Buying a car 2% 2% 0% 9% -4% 0% 3%
Making home improvements 0% -1% -3% 1% -3% 4% 0%
Buying or selling a property (house
or flat) 0% 2% -1% 2% -3% -1% -1%
Investing in Further Education -2% -2% -3% -1% -6% 2% 0%
Switching utility providers -2% -4% -1% -3% -5% 1% -1%
Taking out a new insurance policy /
switching provider -2% -2% -6% -2% -5% 2% -1%
Buying a new mobile phone
handset -3% -6% -3% -2% -11% -1% 1%
Now, we’d like you to think about bigger purchases or decisions. Which currently best applies to you in terms of how your intentions may have changed, compared to the time before COVID-19?_34

35. SHOPPING
Online shopping dominates and continues to rise, driven by over 35s who were
relatively less likely to switch to online in the initial weeks of lockdown
12%
5%
28%
14%
36%
21%
9%
17%
10%
41%
4% 1%
Online shopping In-store shopping
Never did this
Spending a lot less
Spending a bit less
No change
Spending a bit more
Spending a lot more
Change in shopping habits
Wave 3
Change in shopping habits
(Net spending more Wave 3 vs. Wave 2)
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Online shopping 3% -3% -2% 6% 2% 7% 5%
In-store shopping 0% 5% 2% -2% 2% -1% -2%
Thinking about your shopping habits now… Overall, are you spending any more or less on shopping via the following methods, compared to the time before COVID-19?_35

36. BRICKS&MORTARSHOPPING
In store shopping is largely being propped up by grocery, although this is easing off
as more people switch to online deliveries
Change in in-store shopping habits
Wave 3
Change to in-store shopping habits
(Net spending more Wave 3 vs. Wave 2)
8%
3% 3% 3% 3% 2% 2% 2%
21%
6% 5% 9% 7% 6% 8% 6%
38%
30%
39%
38% 42%
30%
36%
38%
14%
5%
8%
8%
11%
11%
7% 8%
18%
17%
36%
27%
30%
47%
28%
39%
1%
39%
9%
15%
8%
4%
19%
8%
Food and drink Computer /
video games
Electrical
products
(including
mobiles, tablets,
photography
equipment, TV
and audio
goods, etc)
Leisure Goods
(Books, board
games and
stationery)
Health and
beauty
Clothing,
accessories and
footwear (incl.
Sportswear)
Leisure Goods
(DVDs, film, TV
series, music)
Homewares and
furniture
Never buy in store in this category Spending a lot less in store Spending a bit less in store
No change Spending a bit more in store Spending a lot more in store
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Homewares and furniture -1% 7% -4% -3% -1% 0% 0%
Leisure Goods
(DVDs, film, TV series, music)
-1% 1% -1% 0% -5% 0% 0%
Computer / video games -2% -1% -3% -1% -4% 1% 0%
Health and beauty -2% 3% -7% -5% -1% 0% 1%
Leisure Goods (Books, board
games and stationery)
-2% -3% -3% -3% 0% 0% -3%
Electrical products -2% -1% -4% -4% -2% -3% 0%
Clothing, accessories and
footwear (incl. Sportswear)
-2% -3% -7% -4% -3% 1% 1%
Food and drink -3% -8% -3% -5% 3% -2% -4%
And now, thinking about these specific categories, which of the following apply to you in terms of how your IN-STORE shopping habits may have changed, compared to the time before COVID-19?_36

37. Change in online shopping habits
Wave 3
Change to online shopping habits
(Net spending more Wave 3 vs. Wave 2)
11%
5% 4% 4% 4% 4% 4% 3%
19%
9% 13% 12% 13% 11% 9% 8%
33%
34%
41% 42% 43%
41% 45%
44%
7%
5%
8% 9% 8%
10% 7%
9%
10%
13%
17% 16% 17%
25%
23%
22%
20%
35%
17% 17% 16%
9% 12% 15%
Food and drink Computer /
Video Games
Leisure Goods
(books, board
games and
stationery)
Leisure Goods
(DVDs, film, TV
series, music)
Health and
beauty
Clothing,
accessories and
footwear (incl.
Sportswear)
Electrical
products
(including
mobiles, tablets,
photography
equipment, TV
and audio
goods, etc)
Homewares and
furniture
Never buy online in this category Spending a lot less online
Spending a bit less online No change
Spending a bit more online Spending a lot more online
TOTAL 18-24 25-34 35-44 45-54 55-64 65+
Food and drink 1% 6% -6% 1% 0% 1% 5%
Homewares and furniture -1% 3% -5% -2% 1% 2% -2%
Electrical products (including mobiles,
tablets, photography equipment, TV
and audio goods, etc)
-1% 7% -8% -3% -2% 2% 1%
Health and beauty -1% 0% -5% -2% -2% 5% -1%
Computer / Video Games -2% 6% -3% -2% -4% -1% -2%
Leisure Goods (books, board games
and stationery)
-2% -7% -2% -3% 2% 0% -1%
Clothing, accessories and footwear
(incl. Sportswear)
-2% -3% -3% -5% -4% 2% -1%
Leisure Goods (DVDs, film, TV series,
music)
-3% -5% -5% 1% -3% -1% -5%
E.COMMERCE
Indeed food and drink online purchases increase amongst 18-24s and 65+ in particular,
with similar online shopping increases for computer games and other electrical
products for 18-24s
And again, thinking about these specific categories, which of the following apply to you in terms of how your ONLINE shopping habits may have changed, compared to the time before COVID-19?
compared to the time before COVID-19?_37

38. SHOPPING
Brands are turning to emerging technologies as a means of continuing to do business
_38
Asics held its first virtual-reality shoe
launch after changing its plans to host a
physical event later this year. it recreated
its presentation in VR and shipped Oculus
Quest headsets to journalists and a video
of the launch will remain available on
YouTube in 360-degree format.
A Scottish housing association is the first to
use augmented reality to help tenants fix
routine repairs without stepping foot in their
homes. The technology allows a trades
operative to be virtually present in a
tenant’s home, to see the issue in real time
using video technology on a mobile phone
or tablet, and to offer support and advice by
having their hand superimposed on the
scene in the tenant’s home. All without ever
stepping foot inside the property.
Beauty brands are moving to virtual
consultations to maintain in-person-like
engagement with their customer. Kiehl’s is
set to launch virtual consultations to guide
users on the products that are best-suited to
their needs. Glossier is another brand that
has already ramped up online tutorials,
using IGTV to immerse users in instructional
content.

39. In summary
Media consumption has flattened out wave on wave, a
reflection of people’s new media habits becoming more
established. Trusted media brands continue to be
important.
The new behaviours we saw emerging around how we
live, learn and entertain at home have also flattened out as
we settle in to our new lifestyles. People’s focus is now
very much on their home & garden.
Being well informed continues to be the most important
thing to peoples wellbeing, although we are seeing small
increases in people wanting to be connected to their local
community.
_39

40. Thank you