This report examines changes in media consumption and behaviors in the UK since the emergence of COVID-19 based on a survey of 1,478 respondents. Key findings include: - Younger generations are more anxious about the situation and have seen more disruption to work, while older generations feel more informed - Consumption of most media channels has increased, especially live TV, video streaming, and social media, while outdoor advertising and cinema have decreased - Younger people are consuming more media across all channels to seek information, comfort, and escapism - Social platforms like Facebook, WhatsApp, and Instagram have seen major increases in usage - Gaming platforms are seeing huge rises in usage as people entertain themselves at home

1. 19th March 2020

2. 2 Havas Media Group UK
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

3. CONTEXT
• 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 will be 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 first wave of results. Fieldwork was carried out
over a 24 hour period from 17th to 18th March. The sample size is 1,478 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
A bit about this report

4. EXECUTIVESUMMARY
• People are starting to modify their behaviour, which we expect to continue in the coming weeks. Younger
generations are more anxious about the situation vs their older counterparts.
• We are seeing a huge swing towards trusted and meaningful media channels and brands. The BBC is
benefitting considerably from the current situation, as are many of the newsbrands. We are witnessing a
trend amongst younger generations to go to newsbrands for their information, which is a considerable shift
from the pre Covid-19 status quo.
• There is an upswing in consumption across all media channels except OOH and cinema.
• Unsurprisingly, news and entertainment content are the most sought out, but we are also seeing a rise in
people consuming food, science & technology content.
• People are seeking information and practical advice, as would be expected; however the need for comfort,
escapism and to unwind are also key, particularly for younger people.
• We are seeing new, in-home behaviours emerging, with home ents and gaming being early winners in the
fight for peoples leisure time.
• Spending behaviour is changing dramatically, with some sectors benefiting considerably over others.
Executive summary

5. LIFESTYLE
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Anxious Well informed Overwhelmed Confused Unsafe Isolated / lonely Reassured More connected
to my
community
Other
18-24 25-34 35-44 45-54 55-64 65+
What impact has news coverage of COVID-19 had on your mental wellbeing?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
Anxiety peaks amongst younger people, they are confused and feel unsafe, and as
we see later in the report, they are turning to trusted media to help. Older generations
are more likely to say that they feel well informed.
Impact of COVID-19 on mental wellbeing - By age

6. LIFESTYLE
0%
20%
40%
60%
80%
There's been no
change to my
working pattern at
all
I am working from
home more often
I’m working
reduced hours
I am working from
home all the time
I’ve had to stop
working altogether
I’m working shifted
hours (e.g. to
accommodate
childcare)
None
18-24 25-34 35-44 45-54 55-64 65+
In light of the recent COVID-19 outbreak, at this point in time, which of the following apply to you?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
Younger generations have seen more disruption to their working patterns; and are more likely
to be self isolating. Indeed social listening has shown, that there is frustration with older
generations not modifying their behaviour as much as they should.
Change in working situation – by age
0%
20%
40%
60%
80%
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
18-24 25-34 35-44 45-54 55-64 65+
Change in personal / social situation – by age
“ “

7. LIFESTYLE
Although we are seeing that older generations are more likely to avoid public places in the
coming weeks. With increasingly strict limits being put in place by the government we
expect to see these figures rise in forthcoming waves of our research
Places / events planning to avoid in the coming weeks – by age
What types places / events are you planning on avoiding in the coming weeks?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Restaurants, pubs
& bars
Cinemas International travel Public transport Shopping centres Sports events Shops in general The workplace
18-24 25-34 35-44 45-54 55-64 65+

8. Media behaviour changes

9. CHANNELCHANGES
Generally, media consumption has risen as a result of COVID-19, live TV is the biggest
winner, as it offers people moments of connection at a time when they feel particularly
disconnected.
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
19% 17% 17% 15% 14%
8% 7%
29%
23% 22% 24%
18%
20%
12%
43%
43%
35%
46%
45% 51%
32%
4%
3%
2%
3%
4%
4%
4%
1%
3%
1%
1%
4%
3%
3%
4%
11%
23%
11% 16% 13%
42%
Watching live
TV (on TV set or
other device)
Visiting Social
Media websites
Video
streaming (e.g.
Netflix, Amazon
Prime)
Watching video
on demand
(e.g. iPlayer,
Now TV,
YouTube)
Reading
Newspapers
(either physical
copy or online)
Listening to the
Radio
PC & Console
gaming.
Change in use of media – TOTAL
7% 7% 6% 5% 3% 2%
12% 15% 14%
10%
8%
5%
46% 37%
34%
29% 34%
19%
5%
4%
4%
4%
9%
9%
3%
2%
3%
3%
12%
38%
26%
34%
38%
49%
34%
26%
Reading
Magazines
(either
physical copy
or online)
Music
streaming
(e.g. Spotify,
Deezer)
Mobile
gaming (e.g.
Candy Crush,
Slash of Clans)
Listening to
podcasts
Posters on
street or on
public
transport
Visiting the
Cinema
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

10. CHANNELCHANGES
NET
DOING MORE OF
NET
DOING LESS OF NET GAIN / LOSS
Watching live TV (on TV set or other device) 49% 4% 44%
Video streaming (e.g. Netflix, Amazon Prime) 39% 3% 36%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 39% 4% 36%
Visiting Social Media websites 40% 6% 34%
Reading Newspapers (either physical copy or online) 32% 8% 24%
Listening to the Radio 28% 8% 20%
Music streaming (e.g. Spotify, Deezer) 22% 7% 16%
PC & Console gaming. 20% 7% 13%
Mobile gaming (e.g. Candy Crush, Slash of Clans) 21% 7% 13%
Reading Magazines (either physical copy or online) 19% 8% 12%
Listening to podcasts 15% 7% 8%
Posters on street or on public transport 11% 21% -11%
Visiting the Cinema 7% 48% -40%
There are net gains for all media channels except OOH and the cinema, we expect further
gains in things like gaming and podcasts the longer social isolation continues.
Change in use of media – TOTAL
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?

11. CHANNELCHANGES
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Video streaming (e.g. Netflix, Amazon Prime) 60% 56% 36% 35% 27% 17%
Watching video on demand (e.g. iPlayer, Now TV, YouTube) 58% 55% 38% 35% 26% 17%
Watching live TV (on TV set or other device) 49% 48% 45% 46% 41% 40%
Visiting Social Media websites 49% 57% 34% 32% 30% 14%
PC & Console gaming. 40% 28% 11% 10% 0% 3%
Music streaming (e.g. Spotify, Deezer) 39% 32% 15% 12% 8% 2%
Mobile gaming (e.g. Candy Crush, Slash of Clans) 32% 27% 14% 11% 4% 2%
Reading Newspapers (either physical copy or online) 29% 31% 30% 26% 22% 13%
Listening to podcasts 17% 20% 8% 7% 3% -2%
Reading Magazines (either physical copy or online) 14% 22% 12% 11% 12% 3%
Listening to the Radio 13% 25% 19% 22% 22% 18%
Posters on street or on public transport -7% -6% -8% -14% -11% -14%
Visiting the Cinema -39% -40% -44% -44% -42% -35%
Change in use of media – BY AGE
All generations are watching more live TV, alongside increased streaming; however
younger generations are consuming a lot more media in general, and the shift towards live
TV is surprising.
How would you describe your use of the following media channels and platforms, compared to the time before COVID-19?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (222), 65+ (348)

12. Gaming platforms are seeing a huge rise in usage, as people look to entertain themselves
from the comfort of their homes.
According to Telecom Italia’s
CEO, company saw an
increase of more than 70% of
internet traffic over their
landline network, with a big
contribution from online
gaming such as Fortnite
Despite premiering on 10th of
March 2020, Call of Duty
Warzone has become the
fastest-growing non-mobile
game ever! On day one,
game was played by 6m
players and that figure rose to
15m over next 48 hours.
Steam – video game digital
distribution service – set a
record on Sunday 15th of
March with 20.3 million
concurrent users using the
platform at the same time.

13. SOCIALMEDIA
All social platforms have made gains in usage in the wake of COVID-19, with Facebook
and WhatsApp benefitting the most
How would you describe your use of the following social media platforms, compared to the time before COVID-19?
14% 12% 8% 8% 5% 5% 3% 3%
19%
16%
13% 14%
8% 6% 6% 7%
42%
39%
28% 26%
19%
11% 12%
24%
4%
3%
3% 3%
4%
3% 2%
4%
2%
1%
2% 3%
2%
2% 2%
4%
18%
28%
46% 45%
63%
73% 75%
59%
Never used
this
Using a lot less
Using a bit less
Using about
the same
amount
Change in use of Social Media Platforms
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Instagram 42% 36% 17% 11% 5% -2%
Facebook 37% 38% 28% 31% 22% 16%
Twitter 36% 27% 14% 17% 8% 1%
WhatsApp 35% 37% 28% 24% 12% 16%
Snapchat 32% 15% 2% 5% 0% -2%
TikTok 19% 19% 1% 5% 0% -1%
Twitch 17% 13% 7% 4% -2% -1%
LinkedIn 9% 12% 1% 1% -1% -4%

14. With social media being one of the main sources of information about the outbreak,
battling misinformation has become a core issue
Instagram has removed already-published AR effects
and will reject any pending requests for effects that
claim to “predict, diagnose, treat, or cure coronavirus”
while Amazon seems to be removing and limiting the
addition of Alexa skills connected to the novel
coronavirus, COVID-19
Facebook, Google, YouTube, Microsoft,
LinkedIn, Reddit, and Twitter say they're
working with one another and
government health agencies to ensure
people see accurate information about
the novel coronavirus and COVID-19.
WhatsApp has been pointed as
a source of coronavirus fake
news
“I am urging everyone to please
stop sharing unverified info on
WhatsApp groups” Leo
Varadkar, Irish Prime Minister
16.03.20
SOCIALMEDIA

15. SOCIALMEDIA
15
Misinformation appears to be a big concern in the UK; where we see far less people getting
most of their information from social media (22% vs 38%) in this data from Edelman.

16. AUDIOPLATFORMS
Audio channels have made smaller gains, with Spotify and BBC faring the best in terms of
increased usage. We hypothesise that changes in peoples routines have impacted radio
consumption, but that over the coming weeks we may see it increase further.
How would you describe your use of the following audio channels and platforms, compared to the time before COVID-19?
6% 6% 4% 4% 3% 3% 3% 3%
10% 12%
8% 6% 8% 6% 6% 9%
26%
34%
21%
14%
23%
12%
22%
29%
4%
4%
3%
4%
4%
3%
3%
4%
4%
3%
2%
3%
3%
2%
3%
3%
50%
41%
62%
70%
59%
73%
63%
52%
Spotify BBC
Sounds /
BBC
Radio
Amazon
Music
Apple
Music
Capital
Radio
LBC Absolute
Radio
Heart
Radio
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 Audio Channels
18-24 25-34 35-44 45-54 55-64 65+
Spotify 19% 15% 9% 10% 3% 1%
Capital Radio 14% 9% 5% 7% -3% -1%
Apple Music 6% 15% 3% 3% 0% -4%
BBC Sounds / BBC Radio 4% 15% 12% 13% 10% 10%
Amazon Music 9% 17% 10% 6% 7% -1%
Heart Radio 7% 10% 6% 9% 6% -2%
LBC 3% 9% 3% 8% 2% -1%
Absolute Radio 1% 11% 4% 5% 1% -1%

17. Musicians are quickly moving in to the livestreaming space as a means to share ‘live’
experiences and generate revenue
Artists including John Legend
and Keith Urban have been
hosting concerts via Instagram
livestreams to keep fans’ spirit
high, while Coldplay frontman
Chris Martin launched
“Solidarity Sessions”.
JD.com and Chinese music
label Taihe Music Group have
partnered to create an online
clubbing experience – they
host hosting a three-hour show
each week during which it sells
imported liquor brands that
viewers can buy directly from
the stream.
Many musicians turning to
livestreaming as a way to
generate revenues but the
question remains whether it will
bring enough money to make
a living
AUDIOPLATFORMS

18. NEWSBRANDS
Consumption of newsbrands are seeing small but significant changes, with young audiences
in particular gravitating towards brands they’ve not used before. Trust evidently plays a role
when it comes to being informed about serious issues.
How would you describe your use of the following newspaper brands, compared to the time before COVID-19?
4% 3% 3% 6% 4% 3% 2% 4%
9% 8% 8%
10%
8% 8% 5%
7%
23%
22% 23%
28%
22%
20%
18%
24%
4%
4% 4%
4%
4%
4%
3%
6%
3%
3% 3%
4%
4%
4%
4%
7%
57% 60% 60%
49%
58% 61%
67%
53%
Never used
this
Using a lot less
Using a bit less
Using about
the same
amount
Using a bit
more
Change in use of newspaper brands
18-24 25-34 35-44 45-54 55-64 65+
The Daily Mail 13% 17% 10% 7% 3% 0%
The Guardian 6% 20% 5% 9% 3% -2%
The Telegraph 6% 14% 3% 5% 0% -3%
The Mirror 10% 12% 4% 4% -3% -4%
Metro 5% 7% 0% -1% -7% -12%
The Times 6% 15% 6% 2% -3% -2%
The Sun 3% 11% 6% 7% 1% -2%
Huffington Post -1% 8% 0% 4% -4% -4%
According to the Daily Mail:
19% increase in unique visitors (1.5m increase daily UVs)
Mail Online homepage 15.3% increase in UVs (907k increase in daily UVs)
Femail: 4% increase in UVs (36k increase daily UVs)
Health: 33% increase in UVs (109k increase daily UVs)
According to the Guardian:
15th March the biggest day for traffic in their history, over 24m global unique
browsers surpassing Trump’s election and Brexit referendum.
Daily traffic higher than it has ever been and median attention time grown by 28%
in the last month

19. TVCHANNELS
Over half of respondents are using BBC News more than before, almost double that of any
other channel, reflecting people’s needs for trusted brands.
How would you describe your use of the following TV channels, compared to the time before COVID-19?
24%
8% 11%
6% 8% 5% 4%
29%
17%
17%
12%
18%
15%
10%
33%
56%
29%
39%
58%
64%
62%
4%
4%
4% 4%
4% 4%
5%
3%
3%
3% 2%
2% 2%
3%
8%
12%
36% 37%
10% 10%
15%
BBC News BBC
(other
channels)
Sky News Sky (other
channels)
ITV 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 channels
18-24 25-34 35-44 45-54 55-64 65+
BBC News 37% 43% 42% 55% 47% 50%
Channel 4 24% 18% 12% 15% 9% 8%
Sky News 23% 27% 20% 27% 20% 17%
ITV 21% 19% 16% 22% 19% 23%
BBC (other channels) 19% 20% 20% 16% 22% 15%
Sky (other channels) 17% 18% 14% 15% 3% 9%
Channel 5 7% 6% 3% 7% 7% 5%

20. VOD&STREAMING
Unsurprisingly, Netflix is benefiting enormously from Covid-19; however other platforms such
as ITV hub are not converting older audiences, which could have been expected.
How would you describe your use of the following video on demand and streaming platforms, compared to the time before COVID-19? Base:
14%
7%
4% 6% 4% 3%
11%
3%
18%
13%
9%
17%
9%
5%
17%
7%
29%
27% 43%
49%
46%
15%
51%
35%
2%
3%
4%
4%
4%
3%
4%
4%
2%
3%
4%
4%
3%
2%
3%
2%
35%
46%
36%
21%
34%
72%
14%
48%
Netlfix Amazon
Prime
Video
All4 BBC
iPlayer
ITV Hub Apple+ YouTube My5
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
18-24 25-34 35-44 45-54 55-64 65+
Netflix 44% 44% 36% 25% 16% 13%
YouTube 39% 42% 23% 19% 12% 6%
BBC iPlayer 24% 17% 16% 18% 9% 13%
Amazon Prime Video 18% 24% 20% 14% 13% 5%
ITV Hub 16% 18% 6% 5% 4% 2%
All4 13% 16% 3% 3% 2% -4%
My5 7% 8% 7% 1% -3% -2%
Apple+ 5% 10% 0% 4% -3% -2%

21. COVID-19 has already a massive impact on world of movies…
Some movie studios have
pushed forward the digital
releases of their movies while
Universal Pictures will make its
movies available on home
entertainment on the same
day as the films’ global
theatrical releases.
90-days long window between
theatrical and digital releases
has been a industry standard
for decades! While streaming
has tried to disrupt it, industry
insiders believe COVID-19 may
change how movies are
distributed for years to come.
Numerous movie premieres
have been postponed – a
trend started with No Time to
Die, followed by F9, Mulan,
Quiet Place 2 and most
recently Black Widow.

22. Role of media and content

23. NEWSSOURCES
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV News websites Social media
platforms
Radio Newspapers Friends & Family
(Word of Mouth)
Podcasts Magazines Other
18-24 25-34 35-44 45-54 55-64 65+
What is your primary / preferred source of news re: COVID-19?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
TV is the most trusted medium for most ages, although news websites
have become more meaningful for younger audiences.
Primary / preferred source of news re: COVID-19

24. TRUSTWORTHYSOURCES
0%
10%
20%
30%
40%
50%
60%
70%
80%
The BBC SKY News The Guardian Daily Mail Friends & Family Facebook Twitter Other
18-24 25-34 35-44 45-54 55-64 65+
Which of the following do you trust for factually correct information about COVID-19?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
The BBC is by far and away the most trustworthy source of information
regarding Covid-19
Trustworthy sources of information re: COVID-19

25. CONTENTAREAS
As expected, consumption of news has increased with 59% of respondents consuming more;
travel and sport are the most affected with the highest proportion saying they are consuming
it less
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)
29%
4% 6% 5% 7% 6% 5% 3%
30%
7%
15%
10%
15%
10% 14%
8%
31%
36%
64%
50%
56%
34%
53%
31%
4%
14%
6%
6%
8%
6%
5%
11%
2%
26%
2%
6%
5%
4%
4%
17%
3%
13%
7%
23%
7%
40%
19%
30%
Never had any
interest in this
A lot less
A bit less
About the same
A bit more
A lot more
Change in consumption of areas of interest
18-24 25-34 35-44 45-54 55-64 65+
News 39% 46% 47% 58% 57% 65%
Entertainment 33% 18% 15% 13% 4% -9%
Gaming 23% 21% 11% 4% -7% -3%
Science &
Technology
20% 19% 9% 10% 6% 3%
Food 13% 25% 16% 14% 14% 5%
Home & Garden 2% 4% 2% 5% 2% 4%
Sport -1% -4% -14% -19% -25% -31%
Travel -12% -10% -24% -33% -41% -41%

26. NEEDSTATES
As we become less connected physically, we see an increase in all need-states; while
information and advice are key, comfort and unwinding are required in balance
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?
13% 9% 10% 15%
33%
16% 14% 18%
25%
22% 22%
29%
31%
26% 26%
32%
51%
56% 54%
50%
32%
51% 52%
44%
5% 7% 6%
3% 3% 3% 4% 3%7% 5% 8%
3% 2% 3% 4% 3%
A lot less
important
A bit less
important
About the
same
A bit more
important
A lot more
important
Change in media needs
18-24 25-34 35-44 45-54 55-64 65+
Unwind 57% 52% 35% 38% 31% 32%
Information 50% 53% 54% 65% 60% 67%
Comfort 45% 41% 37% 31% 30% 33%
Distraction 44% 42% 37% 36% 25% 16%
For practical advice 41% 42% 44% 48% 49% 43%
Escapism 38% 37% 31% 29% 22% 14%
Inspiration 35% 30% 19% 20% 17% 6%
Connection 34% 29% 28% 20% 7% 1%

27. People have turned to humor to deal with the outbreak
As we adjust to life in quarantine, a plethora of
coronavirus outbreak-inspired playlists are popping up on
Spotify. The most popular playlist to emerge from the
outbreak thus far is "COVID-19 Quarantine Party," which
boasts more than 378,000 followers at the time of writing.
Kantar reported public health memes
proliferate on social media. The findings
suggest that people are looking for
serious-minded messaging, but are not
averse to that information being shared
via formats like memes.
TikTok helps teens cope with
the coronavirus pandemic.
Videos using the hashtag
#coronavirus are up to almost
14bn total views on the app
NEEDSTATES

28. LOSSOFLIVESPORT
0%
5%
10%
15%
20%
25%
30%
35%
40%
Films News Didn't watch
sport in the first
place
Drama Documentaries Comedy Reality TV Other Nothing, just
watching less TV
18-24 25-34 35-44 45-54 55-64 65+
The amount of televised, live sport has greatly reduced due to COVID-19. What are you watching instead?
Base: 18-24 (174), 25-34 (233), 35-44 (237), 45-54 (258), 55-64 (228), 65+ (348)
We asked people what they were watching instead of live sport; younger audiences
are drawn to comedy & reality TV and older audiences drawn to drama
Changes in TV Viewing

29. While live sport has been severely impacted, we are seeing a rise in E-sports and creativity
from sports brands in engaging fans
Thousands of football-starved
Leeds United fans gripped by
FIFA clash at Cardiff City while
Leyton Orient launched 128-
team FIFA 20 tournament amid
football suspension
Watford are calling on their
fanbase to help elderly and
disabled supporters during the
coronavirus outbreak by
launching the ‘Hornets At
Home’ initiative.
With most of the live sports put
on hiatus, many shifted their
attention to eSports opening
the question whether they will
be able to fill the void? It’s not
only sport fans getting involved
- F1 drivers, NBA players and
other sports stars turned to
esports during shutdown.
LOSSOFLIVESPORT

30. Broader consumer behaviour

31. COMMUNICATION
We are seeing people communicate more across all platforms, the need to connect
emotionally in times where physical connection is increasingly difficult
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?
Base:
17%
12% 13% 9%
25%
27% 22%
16%
44%
53% 47%
38%
2% 3% 3% 4%
1% 2% 2% 2%
Messaging (e.g.
WhatsApp,
Facebook
Messenger)
Talking on the
phone
Social Media
platforms (e.g.
Facebook,
Instagram)
Video Calls (e.g.
Facetime, Skype)
A lot less A bit less About the same A bit more A lot more
Change in communication since COVID-19
NET GAIN / LOSS
18-24 25-34 35-44 45-54 55-64 65+
Messaging (e.g. WhatsApp,
Facebook Messenger) 44% 45% 46% 39% 26% 33%
Social Media platforms (e.g.
Facebook, Instagram) 40% 41% 37% 30% 22% 19%
Talking on the phone 28% 33% 38% 33% 29% 41%
Video Calls (e.g. Facetime,
Skype) 22% 28% 25% 21% 10% 15%

32. People are finding new ways to connect and share experiences
Coronavirus has brought dawn of new ways of
connecting with people and keeping entertained
such as virtual happy hours, film clubs on Twitter
(#isolationfilmclub) and concerts on Instagram.
Netflix Party extension lets people watch
and chat with friends in total
synchronicity while in coronavirus self-
isolation.
Chipotle is hosting a series of
daily "Chipotle Together"
sessions on videoconferencing
site Zoom with celebrity guests
and as many as 3,000 fans.
Chipotle is posting a link to the
virtual hangout each day on its
Twitter account.
COMMUNICATION

33. ACTIVITIES
While an increase in cleaning is to be expected, we are seeing an upturn in many other
interest areas. Fitness appears to be taking an initial hit, but we expect this to rise in the
future.
In terms of activities, are you undertaking more or less of the following, compared to the time before COVID-19?
17%
10% 11% 9% 7% 7%
6% 4%
29%
24%
22%
21% 18% 14%
14% 15%
46%
58% 50%
61% 48% 38%
48%
51%
4% 5% 5% 5%
5%
5%
12%
9%
2% 2% 2% 1% 3% 3% 6% 4%
Cleaning Relaxing Reading
books
Cooking Doing
puzzles,
board
games or
crafts
Playing
computer
/ video
games
Fitness DIY
A lot less
A bit less
About the
same
A bit more
A lot more
Change in activities
NET GAIN / LOSS
18-24 25-34 35-44 45-54 55-64 65+
Relaxing 33% 33% 24% 21% 27% 24%
Playing computer / video games 34% 24% 13% 14% 7% 1%
Cleaning 34% 45% 41% 48% 30% 41%
Cooking 28% 37% 29% 18% 19% 15%
Reading books 25% 27% 20% 23% 19% 33%
Fitness 12% 7% -1% 4% -1% -6%
Doing puzzles, board games or crafts 16% 22% 17% 19% 13% 18%
DIY 11% 15% 3% 6% 1% 2%

34. Brands are utilizing free trials as the way to entice home-bound app usage
Peloton stock spiked as the at-
home fitness company lures
potential customers stuck at
home with a 90-day trial of its
subscription workout app.
Numerous fitness apps
following suit.
Italy was the first to country to
receive one month of free
access to Pornhub Premium.
Now the adult website is
expanding the offer to France
and Spain as the coronavirus
triggers lockdowns in both
countries.
The popular mindfulness and
guided meditation app
Headspace is going free for US
healthcare professionals, who
work in public health settings,
through the end of this year
ACTIVITIES

35. SHOPPING
As to be expected we are seeing a significant swing to e.commerce over bricks and
mortar, this trend will continue as we see more restrictions on movement put in place.
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?
9% 6%
19%
16%
56%
47%
5%
17%
3% 13%
8%
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
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Online shopping 19% 27% 20% 19% 16% 19%
In-store shopping -4% -2% -1% -11% -14% -12%

36. BRICKS&MORTARSHOPPING
The rush to get food supplies is evident, although younger people are stocking up on a
wider range of products
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?
2% 2% 2%
8%
3% 3% 3% 3%
6% 8% 6%
23%
10%
6% 6% 7%
62% 60% 64%
54%
63%
63%
46%
57%
12%
8% 7%
9%
9%
8%
5%
8%
13%
8%
12%
6%
9%
12%
7%
9%
4%
13%
8%
1%
6% 8%
33%
17%
Clothing,
accessories
and footwear
Leisure Goods Electrical
products
Food and
drink
Health and
beauty
Homewares
and furniture
Computer /
video games
Leisure Goods
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
Change in in-store shopping habits
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Food and drink 18% 17% 20% 20% 10% 11%
Computer / video games 8% -4% -2% -4% -6% -7%
Leisure Goods (Books, board games
and stationery)
5% -1% -6% -8% -10% -7%
Electrical products 7% -5% -8% -10% -16% -19%
Clothing, accessories and footwear 1% -10% -13% -16% -22% -27%
Health and beauty -2% 3% -2% -2% -11% -8%
Leisure Goods (DVDs, film, TV
series, music)
6% -1% -3% -10% -13% -14%
Homewares and furniture 0% -6% -9% -12% -19% -21%

37. E.COMMERCE
We see growth across all e.commerce categories, and again, younger generations are
stocking up on a broader range of products.
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?
3% 3% 3%
7% 4% 2% 4% 4%
8% 11% 8%
17%
10%
6%
8% 8%
63% 60% 64%
51%
59%
61%
46%
59%
8%
5% 6% 4% 6%
6%
5%
5%
9%
6%
8%
3%
6%
9%
5%
7%
9%
16%
12%
18% 14% 15%
32%
16%
Clothing,
accessories
and footwear
Leisure Goods Electrical
products
Food and drink Health and
beauty
Homewares
and furniture
Computer /
video games
Leisure Goods
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
Change in online shopping habits
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Food and drink 10% 27% 18% 17% 12% 15%
Computer / video games 11% 11% -1% 1% -2% -4%
Electrical products 11% 3% -7% -3% -7% -7%
Leisure Goods (Books, board games and
stationery) 13% 10% 1% -1% 0% -1%
Leisure Goods (DVDs, film, TV series,
music)
11% 4% -3% 0% -1% -5%
Clothing, accessories and footwear 2% -1% -6% -5% -8% -9%
Health and beauty 2% 10% 3% 3% -2% -5%
Homewares and furniture 2% -7% -8% -5% -7% -8%

38. LEISURESPENDING
As to be expected leisure spending on entertainment and in-home fitness is increasing.
While subscription services are up, we are seeing higher growth in digital purchasing of films
Again, thinking about your spending habits, which of the following apply to you in terms of how your habits may have changed,
compared to the time before COVID-19?
4% 3% 2% 3% 4%
9%
6% 6% 6%
9%
49%
22% 25%
30%
37%
4%
5%
5%
4%
3%
3%
4%
7%
4%
3%
30%
60%
54% 53%
43%
Entertainment
subscription
services e.g.
Netflix
Virtual / online
gym / fitness
classes
Gym / fitness
club
memberships
Limited passes
for subscription
service e.g.
Now TV
Entertainment
/ Cinema pass
Digital
purchases of
films e.g. Sky
store, Amazon
Prime
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
Change in leisure spending
NET GAIN / LOSS 18-24 25-34 35-44 45-54 55-64 65+
Entertainment subscription services
e.g. Netflix
12% 10% 10% 9% -1% 1%
Digital purchases of films e.g. Sky
store
16% 13% 13% 5% 1% -1%
Limited passes for subscription
service e.g. Now TV Entertainment /
Cinema pass
12% 5% 4% -2% -4% -2%
Virtual / online gym / fitness classes 5% 4% 2% 0% -3% -3%
Gym / fitness club memberships 4% -8% -2% -3% -10% -7%

39. 39 Havas Media Group UK
In summary
We are seeing huge shifts in media
and content consumption, with trusted
media brands in the ascendency.
New behaviours are emerging around
how we live, learn and entertain at
home.
The immediate need has been for
information from trusted, traditional
media sources.
Over time we expect to see the trends
emerging around in home
entertainment to continue to rise.

40. Thank you