16% of Spaniards have increased their online purchasing in the last month
8 out of 10 Spaniards are concerned about the economic impact of the pandemic. And, Spain is the “most pessimistic” country, although the unease about the situation generated by the COVID-19 varies depending on the situation of each analysed place.
It takes about 21 days to adopt a new consumption habit and “the situation caused by the coronavirus will last longer, so that, there are changes that come to stay”, as Kantar analysts said in the presentation of the COVID-19 Barometer. The study highlights a 16% increase in online purchases over the last month by Spaniards. They are also the most concerned people about the economic impact of the crisis, during which they claim brands for ads with positive messages.
According to the data collected by the Kantar’s COVID-19 Barometer from over 30,000 people in over 50 markets, including 2,000 in Spain, the concern over the COVID-19 crisis varies depending on the situation of each country. A 74% is concerned amid the crisis (a 41% very concerned).
The wave 1took place from 14 to 23 March, during the first few days of the State of Alarm in Spain, and by then, virtually all Spaniards showed concern (86%) and more than half (55%) declared they were very concerned. Despite the health crisis, the biggest concern for Spaniards is the economic impact (77% say so), and secondly, their own health concerns (59%). Just the 25% of Spaniards are concerned about supply shortages, which is a relatively low figure.
The overall concern over the economic impact places Spain as one of the less optimistic countries when it comes to post-crisis economic recovery. 20% of Spaniards think that once the pandemic has finished there will be a rapid economic recovery, a figure that contrasts very much with that of China, where despite the high number of population affected, a 65% of the population believes in an early economic recovery once the crisis is over.
Before this critical situation, 32% of Spaniards say their priority is to be prepared and well informed. 2 out of 10 say their priority is to take care of themselves and their loved ones. When it comes to being informed, people mainly read about diagnosis and symptoms, while other aspects such as prevention and specific behaviour have a lower incidence, probably because these are internalized aspects.
The favourite social media apps: Whatsapp and Instagram
Kantar’s COVID-19 Barometer shows how the health crisis has revolutionized media consumption. Therefore, producing a significant increase in all those that can be consumed from home, with a special impact on internet used and watching tv. 7 out of 10 persons in Spanish accept they have significantly watched more TV and used more internet over the last month. Similarly, there is more social media consumption, as well as audiovisual consumption due to online videos or on-demand TV. “This month I’ve significantly increased my used of internet (70%), the time spent watching TV (68%) and social media consumption (59%), mainly and well above global consumption”.
In this regard, social media has been quite important in order to make people feel closer to their loved ones. Spain shows a great increase in social media consumption, especially, when it comes to Whatsapp, Facebook and Instagram. 8 out of 10 Spaniards say they have used more Whatsapp during this time of lockdown than before. Half of the Spanish population has also recognized that during this period they have used more Facebook and Instagram (40%).
Coherent brands and companies with positive messages
According to the data provided by the Kantar’s COVID-19 Barometer 7 out of 10 Spaniards mention worrying about the health of their employees in their workplaces and promoting flexible work as the main activities that should prioritize companies and brands. Advertising is not considered to be negative behaviour, and only 8% of consumers globally believe that brands should stop advertising. This figure drops to 2% for Spaniards.
Spanish people understand ads are necessary. They accept it as long as not opportunistic. It should send messages that help endure this crisis in a positive way and the efforts to deal with this situation. 44% of Spaniards mention that brands should not be humorous, but consumers don’t want them to focus on fear, sadness or anger. 8 out of 10 Spaniards prefer positive messages of happiness, love or trust.
The brands when advertising should talk about how they can help in the new daily life for 83% of the participants. They must report their efforts to deal with the situation (81%), use a reassuring tone (79%), offer a positive perspective (69%), etc.
Brands keep advertising during the COVID-19 crisis
The priorities for the 32% of Spaniards during this critical situation is to be prepared and well informed. For 7 out of 10 Spaniards, there has been a significantly increased use of internet and the time spent watching TV during this month. Magazines (18%) are another increased source to receive information. Spain shows a great increase in social media consumption, especially, when it comes to Whatsapp, Facebook and Instagram. In particular, 8 out of 10 Spaniards say that their Whatsapp use has increased a lot in the last month, and half of the Spanish people recognizes having significantly increased the use of Facebook and 40%, of Instagram.
Consumer want to keep having connection with their brands. For that reason, they want them to keep advertising and people prefer them to use positive messages regarding happiness, love or trust.
This is what the Spaniards consider it should be done by the companies and brands during this exceptional situation. Kantar’s COVID-19 Barometer notes that “only 2% of Spaniards believe that brands should stop advertising”, indicating that “the consumer wants to keep having a connection with their brands” notes Borja Marcos.
According to the data provided by the Kantar’s COVID-19 Barometer “people understand that advertising is necessary and accepts it whenever it is used without falling into opportunism, launching messages that help to face the crisis in a positive way and their efforts to deal with the situation”. 44% of Spaniards believes that brands should not use a humorous tone, but they shouldn’t focus on fear, sadness or anger. 8 out of 10 Spaniards prefer them to use positive messages of happiness, love or trust.
Online buying is almost twice as big as it is globally
The lockdown due to COVID-19 crisis has had an impact on purchasing behaviours. Hence, one in two Spaniards affirms that they have bought less in stores (20% globally) and 16% have bought more online (almost twice as much as globally). However, the intention to buy online in the future is lower in Spain than the global average (18% against 32%). More than half of Spaniards believe that their level of online purchase will be the same than now in the next month (51%).
The online shopping behaviour has begun for some consumers in certain categories during this month. 10% of Spaniards have bought food and drinks online for the first time in their lives and 7% cosmetic and personal care products.