Amid the lockdowns, customer behaviors are evolving – and they want brands to keep them updated
Many customers want brands to carry out advertising and keep them informed amid the Coronavirus pandemic. The latest study from Unruly, a part of Tremor International, came up with some interesting findings. The research study titled “UNcovered: How Coronavirus Pandemic Is Changing Consumer Behavior” is focused on how it is impacting customer interests, behaviors, and lifestyles.
A total of 2,556 consumers around the world were surveyed late inMarch 2020, and the study found that the overall time spent online has drastically increased lately. Amid the worldwide lockdowns, About 50% of people are spending more time than before on their mobile phones, 42% are connected to TVs and live streaming, and 35% with laptops.
Nearly half of the customers,49% want to receive ads as it makes them feel informed, and another 37% cited ads makes them feel happy. However, only 2% of the respondents think brands need to pause their advertising.
The overall customers’ daily schedule has dramatically changed, with just 10% keeping on as usual. Almost 42% of the respondents reported they are self-isolating, and 48% are social distancing. In addition, around 22% of customers reported they want brands to check-in and send information on how they are tackling their staff and target audience during the time of need. And, 21% of customers would prefer brand advertisements to include COVID-19 information.
Concurrently, about 17% of people want the advertisement to offer a sense of normalcy and continuity. Another 17% mentioned ads to be funny or positive – in a way to disrupt what is happening around.
Some more findings from the study include –
- Almost 62% of people are spending more time on social media platforms than earlier,
- About 53% of customers want brands to communicate through TV ads,
- 42% of people would like brands to communicate through videos.
- Nearly 47% of respondents have risen their spending on home or digital entertainment,
- Another 35% are highly interested in knowing about online retail (apart from food), and 45% say their interest didn’t change as such.
- Only 22% are focussed on watching sports, and another 59% are watching comedy.
Terence Scroope, Unruly’s VP of Insight as reported to have said in a statement, “The pandemic has resulted in rapid, unprecedented changes in consumer behaviors and their preferences…The vast majority of consumers still want to see ads, but the key to success is in the content and the way a message is conveyed. The magnitude of these changes requires brands to be nimble in adapting their advertising strategies to maintain and grow connections with consumers, provide support, and minimize disruption to performance.”