The insight team at Global have conducted 6 waves of tracking since mid March covering how the nation is feeling, how we’re consuming media, what we’re buying and how we’re behaving.
They have talked to over 5,000 people with their partners Dynata and the results have thrown up some fascinating insight into how the UK is adapting to life during Coronavirus.
As partners to CEW, we are happy to be able to share these insights with members. You can find highlights below and further information by clicking here.
These are the top line highlights:
- As we enter another week of the lockdown although the country remains scared and unsure, we are starting to show our resilient side, with a growing proportion of people saying they feel resilient. Our desire for in-depth news continues decline slightly, with a higher proportion of people saying that they only read the headlines than say they are still hungry for news. This is reflected in a slight change in media behaviours with more of an appetite for entertainment over the past week, perhaps as people have more time when they are not working.
- Radio consumption continues to grow, with four in ten of us claiming to have increased our radio consumption further over the past week. Radio is still chosen to accompany people through their whole day, with the morning peak being stretched throughout the whole day.
- We are still looking forward to doing a whole host of activities when lockdown ends. The most popular activities that we are looking forward to include going out for a meal and seeing friends, although a large proportion of us are also looking forward to travelling when lockdown ends. People are very much just looking forward to getting back to a normal routine, rather than big events or adventures right now – the little joys in life will make a big difference.
- There are strong demographic biases in the things that people are looking forward to when they leave lockdown – for example, 18-24s are significantly more likely than other age groups to be looking forwards to seeing friends, going to a pub or bar and going to the cinema. Those aged 35-44, on the other hand, are more likely than other age groups to be looking forward to going back to work!
- The majority of radio listeners think that brands are generally reacting well to the crisis, although people are also expecting brands to present a positive perspective right now.
There are four key ways that people think brands should be helping right now:
1. Offering care for the vulnerable or key workers;
2. Offering pragmatic solutions to problems caused by the crisis;
3. Diversifying operations and products to provide scarce products
4. Being proactive to safeguard.
- Brands that are spontaneously mentioned as reacting well include all supermarkets, McDonald’s, Mercedes, Amazon, Brewdog and Deliveroo.
- Global continues to be the most listened to station group over the survey period survey and Heart is the most listened to commercial music station. Global continues to deliver the highest rated Coronavirus content, with LBC consistently receiving the highest rating for its content amongst its listeners.
