We also see that audio is on the rise, especially among young people. Podcasts as well as a relatively new live platform like Clubhouse. Due to all the affairs surrounding personal data, people in their thirties and forties in particular have become more sensitive to communication about privacy.
Government easing causes a shift in consumer behavior
Since this week, society has opened a little further: we can sit on the terrace longer, we can go to amusement parks, open-air museums and the gym again. The influence of this on consumer behaviour, which we already identified two weeks ago, is continuing. For example, now that we go out again, we pay more attention to our appearance.
Willeke Brokking, CMI Lead Benelux at Unilever: ‘We have seen that personal care products such as shampoo and conditioner are sold a lot less since corona. Apparently people wash their hair a lot less often because of the amount of sitting at home.’
Now, these kinds of purchases are likely to increase again. In our Consumer Behavior Monitor, for example, we see that the number of people who have spent money on fashion has increased in recent weeks. While the group that has spent money on streaming services and offline hobbies is actually declining. Another trend, which applies to almost all product categories, is that fewer and fewer people are only orienting themselves to a purchase online, and more and more people are doing this in the physical store. This also applies to the actual purchase.
More purchases of own means of transport, preferably in the physical store
One of the sectors that is benefiting from the switch from online to offline and the opportunities to move out again is the mobility sector. We want to go somewhere more often and want to get there as quickly, easily or cheaply as possible. One product category in which we clearly see the shift to more offline shopping is the own means of transport (car, bicycle, scooter). When people want to buy a new means of transport, they increasingly do so offline. This group of consumers has increased from 30% to 40% since the end of March. The group that indicates that the purchase of a means of transport does not apply has actually decreased in the same period from 32% to 16%. Consumers are again more open to purchasing a means of transport and prefer to go to the physical store for this.
Older people spend more money on their own means of transport than younger people.
However, about half of the young people are looking for a new means of transport themselves, and they do this both offline and online. As a brand in the transport sector, it is therefore important for the younger target group to be present both online and offline.
Cathelijn te Koppele (see photo above), Insights Consultant at Validators: Fewer and fewer Dutch people (want to) travel by public transport because of the corona crisis. A large proportion of young people do not yet have their own means of transport, but the need for this is increasing. This is especially relevant because they often go on holiday in their own country and go to nature reserves for walking and cycling. The offline store remains very important for young people in this regard. While social media serves well for promotion, it remains necessary for a physical product such as a car or electric bicycle to be tangible.’
Growing popularity of podcasts offers interesting advertising opportunities for brands
Spotify gained more customers in the last quarter of 2020 than they had actually expected. How this came about? Due to the increasing popularity of podcasts, if you ask Spotify itself. We also see the popularity of podcasts in our own Consumer Behavior Monitor, especially among young people. Almost a third of Dutch people between the ages of 18 and 34 listen to a podcast at least once a week. This is twice as much as the average in the Netherlands, which is 16%. This relatively new medium type offers brands interesting advertising opportunities. Recently, networks like Day and Night Media have found ways to make podcast production profitable. Brands can play their ad at the beginning, in between, or at the end of the podcast. It is also possible to sponsor a podcast. Then the podcast hosts will discuss your brand during the podcast. Because the podcast is a medium type that is generally listened to with a lot of attention, this means qualitative attention for your advertisement and brand.
Another interesting form of audio to keep an eye on is the Clubhouse platform. A year after launch, no less than 15% of young people listen to this platform at least once a week; the average in the Netherlands is 8%. The platform is all about live audio. Clubhouse allows users to have real-time conversations and listen in on conversations. The app was only available for iPhone for a year, but is now also being launched for Android. This will probably lead to a rapid increase in users.
Privacy and processing of personal data important topic for 35 to 54 year olds
Podcasts and apps like Clubhouse fit in with the shift to the digital world. In this world we can no longer avoid leaving personal data everywhere we go. The coverage of the allowance affair, data breaches and other privacy-related missteps of recent times has clearly had its repercussions. Specifically for the 35-54 age group, we see that the number of people who attach importance to communication by brands regarding privacy and the processing of personal data has increased sharply since the end of March, from 13% to 22%. This makes this topic the most important topic for this age group after health, sustainability and corona. By carefully handling privacy as a brand and communicating this clearly, you can remove barriers for this age group to purchase your product or service.
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