Flex workers and entrepreneurs are more concerned about their finances and are more likely to choose cheaper brands. The second wave of corona will also cause a second wave in e-commerce: consumers are spending more time and money online than a few weeks ago and expect to buy more online in the near future.
The Netherlands accepts new measures
There is broad support for the stricter corona measures that the cabinet took last week. 88% of the Dutch think the measures are just right or not even go far enough. People accept that relaxation is not an option for the time being; the need for relaxation of measures ended last week. Not only is there support for the measures, we are also more compliant with the rules. The number of Dutch people who keep a distance of 1.5 meters (84%) and stay at home as much as possible (76%) has not been that high since the start of our measurements. The advice to wear a mouth mask is also followed by many Dutch people: 80% say they wear a mouth mask in places where this is urgently advised.
CoronaMelder app not popular
Despite the support for the measures, not everyone is convinced of the CoronaMelder app. 48% of the Dutch indicate that they have not yet downloaded the app and do not intend to do so. Older people are more aware of the use of the app: 60% of the over-55s have downloaded the app or are planning to do so. This percentage is 45% among young people. The main reasons for not wanting to download the app are concerns about privacy, not owning a smartphone and not seeing the usefulness of the app.
Martin Leeflang, CEO Validators (bottom left in the photo): “To increase the” share of CoronaMelder “among the Dutch, you have to remove two (unconscious) barriers. The first is the fact that the Dutch indicate that their health concerns are not increasing at the moment. As a result, people may feel less urgent to download the app. The second threshold is that of privacy. People are reluctant to share information if they don’t know exactly what is happening with their data. In both cases there are opportunities for communication. “
Crisis lurks among freelancers and flex workers
Although a large group of Dutch people do not seem to be much more concerned about the pandemic, the economic crisis is dormant. This is especially true for people with an insecure work situation. Entrepreneurs and flex workers, such as freelancers and self-employed workers, are increasingly concerned about their work and financial situation and their basic necessities. Almost three in ten now indicate that they have less money left and that the money that is left is only spent on basic necessities. This is double compared to the previous measurement.
Dutch people with an insecure work situation are ignoring A brands
The fact that the messages are a worry for many of these consumers is also reflected in the higher relevance of brands in general and brands in the food industry in particular. That is not immediately good news for the strong quality brands. Dutch people with an insecure work situation now say that they buy cheaper brands more often. These consumers also more often think that brands should adapt their communication to the current situation. 46% of flex workers and entrepreneurs think so, against 26% of the Dutch with a permanent employment contract.
Rob Revet, brand strategist at FNDMNTL and expert panel member (top right of photo): “For many consumer brands and retailers, exciting times are coming. The more consumers have less to spend, the more they are open to cheaper alternatives. Going along with this by lowering prices is not wise. It is better, but more difficult, to respond to this with other value propositions. This also applies to B2B brands. More and more companies also have less to spend. “
Online on the rise again
Now that we are more at home and we have to wear a mouth mask more and more often outside the door, we see that consumers are also more online. Consumers who are left with money, for example, spend significantly more on online hobbies and sending gifts to others. We are also spending more time online shopping and grocery shopping and the consideration of making purchases online is increasing in all categories. The big risers here are mainly groceries (10% to 20%) and clothing. For clothing, even a quarter of consumers are considering buying this online now, while before the corona crisis they mainly did this offline. This percentage is back to the level of mid-April.
Gijs de Beus, strategist at Friends & Foes and member of the expert panel (bottom center in photo): “You can see that companies that just got breathing space, such as cinemas, concert halls and museums, are back to square one. It is now better for those companies to choose the flight forwards. Rather “standard” assume digital. I am reminded of the Decamerone being read by actors from ITA during the first wave. And on Sunday I will watch Billie Eilish’s livestream with my daughter. As the Buddhists say, There are no obstacles on the path, the obstacles are the path. “
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