The global spread of coronavirus has impacted every sector, with industries from travel to food, manufacturing to technology, all touched by the pandemic in one way or another. Marketing and advertising is no different, with businesses forced to quickly adapt, change plans and rethink budgets. We’ve rounded up a series of reports and predictions from around the web to outline how behaviours have changed.
- eCommerce has surged
With several nations on lockdown with physical stores closed and citizens advised to stay at home unless they are essential workers, it’s perhaps no surprise that online orders have skyrocketed.
Here at home in the UK, 18% of consumers say they have been shopping online more, while 31% of Italians and 50% of Chinese consumers are also turning to eCommerce solutions ‘more frequently’.
This same pattern of behaviour can be seen around the world, with 27% of Russian shoppers saying they have ordered online more since the pandemic along with 55% of Indian consumers and 57% of shoppers in Vietnam.
- Future travel bookings booming
The movement and travel bans have been bad news for the travel industry, with hotels forced to close and airlines grounding their fleets. While many have had to cancel or postpone travel plans, it seems it isn’t putting us off planning ahead with over half of regular travellers planning to book a future trip while isolated at home. The research, carried out by Izea, also showed people are keen to get back to work, with 61% of regular business travellers saying they are likely to book future trips during the present period of isolation.
- Grocery app use off the charts
Last year, you may have caught this Adrac article which looked at the growing importance of an omnichannel presence for grocery stores. We noted at the time that online shopping had yet to fully take off with 96% of shoppers likely to go to a physical store. Amid lockdowns and social distancing, we have seen this totally turned on its head with many supermarkets drafting in thousands of temporary staff to help with online order delivery. Some have imposed virtual queues to get onto their website, with waiting times of upwards of two hours for stores such as Ocado and Morrisons.
Another consequence has been a massive spike in grocery app downloads, with research conducted by an app analytics company revealing downloads of Walmart’s app increased 160% in the first week of March, while Shipt posted a 124% rise and Target recorded a 98% growth in downloads.
Q1 ad spend down
Ad spend by travel brands is down 15% year-on-year for Q1 according to analysts and could drop as low as 20% in Q2. This drop will be keenly felt by Google and Facebook and depending on the duration of the travel ban, could extend further into the year. With entertainment and hospitality businesses also forced to temporarily close their doors, additional ad spend could also be hit.
If you need assistance navigating your sales and marketing plans during coronavirus, contact Adrac to find out how we can help.