Stats roundup: coronavirus impact on marketing, ecommerce & advertising


The ongoing coronavirus pandemic is impacting each a part of our lives, from the places we are able to head to the means we tend to pay our time, to the priorities we’ve and therefore the means we tend to pay our cash. Buy YouTube subscribers with no issues! 

Of course, this has wide-ranging ramifications for promoting, advertising and ecommerce – further as variety of different sectors like travel, diversion and FMCG.

To help marketers carry on prime of what this implies for them, their jobs and their business, we’re aggregation along the foremost valuable and impactful stats during this roundup, updated on a weekly basis since twentieth March.

Read on for statistics on ad revenue, ecommerce usage, grocery outlay, TV viewership, social electronic communication and far, much more.

And to find out a lot of regarding however the business is being wedged, be part of U.S. for a webinar to debate the findings of our recent survey of four,000 marketers.

Only 14% of UK marketing campaigns are now continuing ‘as planned’

A second survey covering the consequences of COVID19 on the promoting business has been conducted by Econsultancy and promoting Week, and there are stark changes within the ways that marketers have responded since the primary survey was conducted fortnight previous.

As of thirty first March, nearly 9 in 10 (86%) of UK-based marketers area unit currently delaying or reviewing their campaigns, up from fifty fifth on sixteenth March, feat simply 14 July of activations to continue ahead ‘as planned’.

Indeed, the continued uncertainty has seemed to have had a major impact on promoting methods as organisations adapt to ever-changing demands and shift their focus to delivering digital-only product and content. cardinal p.c of marketers expressed that their promoting methods had modified in light-weight of COVID19 compared to a far smaller eighteen in barely a matter of weeks. Those sterilisation worker policies (such as remote operating, move and bonuses) have nearly doubled to eighty six and forty sixth have updated client policies (such as cancellation terms and fees).

Meanwhile, eighty fifth of organisations have claimed that they’re delaying or reviewing new hires, and a fair larger ninetieth do a similar with their budgeting commitments, rising sharply from forty first and sixty one severally.

The sharp increase in organisations that have determined to vary, adapt or pause their promoting and wider business methods since mid-March paints a transparent image of the increasing toll the coronavirus has taken on the business. With without stopping presently in view, it’s probably that marketers can continue creating troublesome adaptative selections, inflicting a lot of disruption to pre-planned campaigns, hires and budgeting. Marketers area unit displaying a lot of sympathy in a very crisis despite worsening in team morale. 

69% of UK organisations see demand drop for their products and services

Data from a similar Econsultancy and promoting Week surveys suggests that as several as sixty nine of United Kingdom organisations area unit experiencing a drop by demand for his or her product and services.

This figure will increase to seventy seven for SMEs with annual revenue of but £50m, compared to sixty fourth of massive businesses. As a result, it comes as no surprise that smaller firms area unit typically having to create a lot of forceful changes to their hiring plans, budgets and campaigns than their larger counterparts.

In distinction, larger organisations (£50m+) area unit viewing a lot of offer chain problems than those in smaller firms. 44 p.c claim that they need knowledgeable about an impression to their offer chain, whereas simply thirty second of SMEs say a similar.

Meanwhile, marketers from all organisations have seen an increase in new necessities for remote operating since sixteenth March, rising with modesty from fifty seven to seventy two overall, whereas there has been alittle increase within the variety of marketers World Health Organization claim productivity has been stricken by remote operating.

Retail & FMCG

March was the busiest month on record for UK supermarkets, seeing a 20.6% rise in sales

UK supermarkets saw a twenty.6% rise in sales throughout the month of March, a brand new record for the arena, as shoppers top off for associate extended time reception and stop feeding out at restaurants. within the four weeks resulting in March thirty first, the general public spent £10.8 billion on groceries – the next quantity even than what’s usually spent throughout the Christmas amount.

Extended across the entire of Q1 2020, the grocery market additionally saw the sharpest year-on-year rate in additional than a decade at seven.6%.

The week starting sixteenth March was associate particularly busy week for grocery searching, with as several as half a mile of households creating a mean of 5 searching journeys to supermarkets between Monday to weekday. That totals up to around forty two million further grocery store outings across this comparatively short time.

The data from Kantar unconcealed that the common unit has spent a further £62 on groceries within the past month, which more area unit turning to smaller convenience stores as they heed recommendation to remain on the brink of home on their ventures out of the house. Indeed, brand-owned and freelance corner outlets alone knowledgeable about a half-hour spike in sales within the past four weeks compared to the previous four weeks, enlarging their total share of the grocery market by quite thirteen.

It is thought that, as additional restrictions area unit probably to be obligatory on movement within the coming back weeks and months, that prime numbers of journeys to larger supermarkets can begin to say no however smaller, a lot of frequent journeys can still be taken to native convenience stores.

Fashion retail sales drop by up to 41% year-on-year during lowest sales day in March

Sales within the fashion sector have unsurprisingly born in most affected area unitas as brick-and-mortar stores are forced to shut and shoppers rein in their outlay amongst uncertainty around employment and therefore the economy.

However, some countries are affected over others. in keeping with analysis from Nosto, that analysed trends within the Fashion, attire & accent business between the first and twentieth March, France has intimate with associate particularly severe year-on-year decline in sales out of the 5 regions analysed, with a forty first web drop on its lowest-perfoming day (20th March). the united kingdom came in at second place with a lower drop of twenty ninth, followed by the United States of America at twenty seventh.

Surprisingly, Deutschland was the sole space that intimate with some sales growth – three-d to be actual – though this can be possible thanks to brands heavily discounting product, yet because the region’s historical tendency to checkout with the next average basket worth than most of Europe.

While these declining sales figures seem damaging to the business, overall traffic to fashion websites has intimate with a way smaller drop-off by comparison, signifying some intent to get still remains. this can be notably true for the United States of America market, that saw simply a 11th of September year-on-year decline in traffic against its decline in sales of twenty seventh. As a result, this means that buyers, whereas in fewer numbers than before, area unit still outlay their time browsing such websites and maybe adding things to their wishlists for a later date.

Since this lowest sales day in March, results have slightly improved across these and alternative KPIs, and in multiple locations, indicating that retailers have begun to adapt with short solutions so as to recover lost sales.

Just Eat traffic falls substantially as UK public claps for carers

A graph shared on simply Eat’s LinkedIn profile demonstrates the dimensions of the #ClapForOurCarers microorganism events, the primary of that passed off on twenty sixth March.

Just Eat disclosed a dramatic drop by traffic to its on-line platform at 8pm that evening; a similar time folks all round the kingdom joined along from the windows of their homes to point out their appreciation for the NHS and alternative key staff by approach of hand clapping.

UK retail industry forecast to lose £12.6bn in 2020

A new forecast by GlobalData revealed on twenty fourth March recommend that kingdom retail sales area unit set to dramatically plunge in 2020 thanks to the coronavirus pandemic.

According to the forecast, the general kingdom retail business can see a loss of £12.6bn this year. vesture and footwear brands area unit expected to suffer the foremost, seeing a sales decline of twenty.6% to £11.1bn. In distinction, the united kingdom food and grocery market is forecast to grow seven.1% in 2020, that is £6.8bn informed the previous forecasted annual pay.


ITV expects at least 10% drop in ad revenue in April

British broadcaster ITV has aforesaid that it expects a minimum of a tenth drop by ad revenue throughout the month of Apr, in keeping with the Guardian.

Since March, ad revenue for the corporate has slowed as some brands – notably within the travel business – created the choice to tug their advertising till additional notice. The drop by March was a lot of severe than originally expected by skilled analysts, leading them to forecast a tenth fall throughout the approaching month.

Originally, ITV had hoped that ad revenue would grow by around a pair of in Q1 2020, and a few analysts expected an excellent larger growth of three.3%, however the continued  unfold of coronavirus within the kingdom has knocked these predictions off kelter.

Apart from travel corporations halting their selling efforts, alternative events just like the deferred unleash of the new Bond film and uncertainty round the European championship soccer tournament this summer area unit possible to hit ITV ad revenues even additional.

As the UK’s largest industrial broadcaster, it’s thought that ITV’s current scenario are going to be reflected, maybe a lot of significantly, by smaller ad-reliant broadcasters over consequent few months.

Imagery of human interaction declines 27.4% in social ads

A new study by Pattern89, revealed on twenty fourth March, has noted a shift within the kind of representational process brands area unit mistreatment in social media ads since the beginning of the coronavirus pandemic. Analysing over one,100 brands and advertisers active on Facebook and Instagram, Pattern89 found that there area unit twenty seven.4% fewer pictures and videos ads of models displaying human interaction (such as petting or shaking hands).

Since twelfth March, representational process that includes folks laundry hands or faces, and pictures and videos that show water splashing or cleanup have up at sixfold the conventional rate. Meanwhile, headline and body copy mentioning “Sports & Fitness” topics has quadrupled (rising from five.7% to twenty first of all ads) since March twelfth. Similarly, physical science (such as smartphones or TVs) area unit currently showing in thirty ninth of social ads.

PR & Communications

More than one in ten UK consumers boycott brands based on COVID-19 related content

More than one in 10 kingdom customers have admitted to boycotting brands owing to what proportion and what info they’re sharing concerning COVID-19, in keeping with Manchester-based agency Unhooked Communications.

Thirty-two p.c of 2000 kingdom customers surveyed say they need received ‘too much’ or ‘far too much’ communication from brands concerning COVID-19 and one in 10 area unit ‘annoyed’ that companies area unit contacting them in any respect throughout the crisis. an additional twenty third realize the quantity of communication concerning the virus ‘overwhelming’, a sense most likely heightened by the continual news and media coverage within the past months.

25 to thirty four year-olds have the very best tendency to boycott a corporation as a results of this (20%), whereas those aged over fifty five area unit the smallest amount probably to try and do therefore. Across all age ranges, men area unit additional liable to stop buying product from a complete than girls as a reaction to COVID-19 communications (14% vs 9%).

Worryingly, one in 10 additionally claim that they need witnessed brands sharing data concerning the virus that they believe to be inaccurate or unreliable, that might have damaging consequences once it involves their perceived trustiness. Twenty-eight p.c of shoppers additionally seem to be receiving email communications from brands they were unaware they’d signed up to, transportation into question the GDPR compliance of some corporations.

This information proves that, though it’s vital to stay customers updated on the standing of their business operations throughout this unsure time, brands should confirm that their communications area unit short, reliable and relevant therefore on not overwhelm or alienate them.


YouTube February watch time soars in several worst-affected countries

New information from YouTube sees a speedy increase in watch time among users within the worst-affected countries throughout February 2020.

The biggest modification came from Italia, wherever there was 20x growth within the quantity of content watched from the primary to the Last Judgement of February. European country stratified second, experiencing 11x growth throughout a similar amount.

Great Britain had a smaller growth in February watch time (6.5x), probably because of having enforced  imprisonment later than its counterparts in solid ground Europe, that toughened the force of the pandemic earlier.

Meanwhile, average international daily uploads with titles containing the phrase ‘at home’ rose by over five hundredth between March tenth and March fifteenth compared to average uploads before 2020. additionally, YouTube recorded a fifty two international year-on-year increase in views of ‘study with me’ videos as lots of faculty-aged users adapt to on-line learning when mass school closures.

To prevent the unfold of info, the platform has exaggerated its policing of content, significantly round the unfold of info concerning the virus, as tens of lots of COVID-19 connected search queries area unit performed on YouTube a day. This Includes the adoption of latest data panels that area unit displayed aboard COVID-19 content or search results.

TV news viewership in China rises by 69% since outbreak began

A study from Nielsen was conducted to research the modification in media consumption in North Asia as a results of the coronavirus.

TV news viewership in PRC has up by sixty nine within the region since before the occurrence began, because the Chinese public turned in droves to news channels as a reliable supply of recommendation and data about the pandemic.

Drama shows were the second most watched genre, seeing a twenty fifth year-on-year increase in viewers, whereas academic shows saw a moderate Sixteen Personality Factor Questionnaire increase. TV looking, on the opposite hand, toughened an enormous year-on-year decline of sixty fifth as shoppers tightened their purse strings throughout economic uncertainty.

Overall time spent looking at TV surged by a mean of seventy minutes, totaling seven hours and forty minutes per day as viewers were confined to their homes.

Employment & recruitment

Young people in the UK most worried about impact of coronavirus on jobs and wages

A new study by YouGov has unconcealed that individuals aged eighteen to twenty four area unit additional disquieted than the other age bracket concerning the impact coronavirus can wear the duty market within the semipermanent. in keeping with figures printed on twenty fourth March, in a very survey of one,619 adults within the United Kingdom of Great Britain and Northern Ireland, seven in 10 eighteen to 24-year-olds say they worry that the coronavirus can cause higher state for an extended time. This figure drops for each alternative ensuant age bracket.

The survey additionally found that fifty four of eighteen to twenty four year olds believe that coronavirus can have an effect on wages within the semipermanent, compared with forty third aged fifty and over.

As the pandemic continues to unfold, anxiety levels concerning the economy area unit rising. the amount of individuals disquieted that coronavirus can cause semipermanent state jumped from twenty sixth to sixty two in mere the area of every week. Similarly, 2 thirds of Brits currently believe there’ll be lasting injury to the economy, that is up from three hundred and sixty five days every week before.

Image via YouGov

Coronavirus drives surge in job applications to retailers

Retailers have seen their traditional rate of job applications skyrocket within the past week close to, with the bulk of applications coming back from individuals within the cordial reception business World Health Organization have simply been created redundant.

According to TribePad, the daily rate of applications to retail businesses exaggerated from five,000 per day to over two hundred,000 on Friday twentieth March. when supermarkets issued associate pressing charm for workers, Sat evening saw another huge spike, with over three hundred individuals applying for roles each minute (compared with 9 per minute within the previous week).

While hiring activity within the food and grocery sector is on the up, alternative sectors area unit seeing a downswing. TribePad information shows that job applications have born by seventy three in achievement, thirty third in cordial reception, and twenty third in health care compared to a similar week in 2019. Meanwhile, organisations in alternative sectors like fashion retail and cordial reception have paused all achievement activity.

Image via TribePad

Social media

Activity on Facebook’s messaging apps has increased more than 50% in hardest-hit countries during the past month

In a diary post printed on twenty fourth March, Facebook made public however the coronavirus pandemic has resulted in a very surge in usage of its electronic communication apps.

According to Facebook information, total electronic communication has exaggerated over five hundredth over the last month in several of the countries hit hardest by the virus. Similarly, in places hit hardest, voice and video career has over doubled on courier and WhatsApp. In Italy, specifically, Facebook has seen seventieth longer spent across its apps since the crisis started, whereas Instagram and Facebook Live views doubled in a very week. electronic communication in Italian Republic additionally enlarged over five hundredth, and time in cluster occupation (with 3 or a lot of participants) enlarged by over one,000% throughout the last month.

Despite this, Facebook declared that its business is being adversely stricken by coronavirus, especially its ad platform. This has been echoed by Cowen & Co, that forecasts Facebook ad revenue for 2020 to be $67.8 billion, that marks a drop of $15.7 billion from Cowen’s previous forecast.

45% of global consumers spending more time on social media

A new report by GlobalWebIndex highlights changes in shopper behaviour throughout the coronavirus pandemic. in a very international survey of over thirteen,000 customers, conducted between 16th-20th March, GWI found that ninety fifth of customers ar payment longer on in-home media consumption. Unsurprisingly, there’s been a marked increase in observance news coverage, with 2 in 3 international customers payment longer doing this activity.

Across the thirteen countries concerned within the survey, over five hundredth ar observance a lot of streaming services, forty fifth ar payment longer on electronic communication services, and nearly forty fifth ar devoting longer to social media. curiously, over 100% additionally say they’re making and uploading videos.

Elsewhere, the report notes that views on advertising ar polarised. once asked if brands ought to keep it up advertising as traditional, simply over a 3rd agree, simply over 1 / 4 disagree and simply over a 3rd aren’t positive. info Zs (38%), men (39%) and therefore the higher financial gain cluster (39%) were the foremost possible to agree that advertising ought to continue as traditional.


55% of frequent vacationers ‘may’ or will ‘likely’ book future holidays while confined to their homes during the coronavirus outbreak

Despite Associate in Nursing unprecedented  range of individuals cancelling pre-booked holidays and selecting to not travel, it doesn’t mean they haven’t stopped gazing holidays altogether, in keeping with a report from Izea printed on eighteenth March.

In fact, fifty fifth people customers UN agency sometimes travel 5 or a lot of times per annum say they ‘may’ or can ‘likely’ purchase a future vacation whereas confined to their homes throughout the coronavirus eruption. This probability rises to sixty one for those that travel oftentimes for business functions.

The data additionally reveals however future booking intentions disagree counting on however so much within the future they’re. xxxviii % people customers say that they ‘would ne’er buy’ a non-refundable edifice or plane reservation if the specified travel date fell at intervals ensuing 1-4 weeks. {the range|the amount|the quantity} declines steady because the number of weeks pass. Once the travel date falls over 9 months from currently (around Christmastime), simply over common fraction still refuse to form non-refundable bookings however a lot of need progressively higher discounts of up to five hundredth so as to be persuaded.

This suggests that customers can take a short while to return back around to the thought of travel abroad on a non-refundable basis once the coronavirus has died down; actually longer than a timeframe of 9 months. As a result, vacation firms should look to the longer term and specialise in targeting loyal, frequent customers (whether travel for business or pleasure) UN agency can a lot of possible take the danger previous a lot of casual vacationers.

New approaches to digital marketing measurement

Marketers should bear in mind of the impact that technical and regulative business changes live} having on the manner they measure their digital selling activity. For some, no changes are going to be needed, for others, new strategies should be wanted to live activity.

Blog structure structures

Marketers are displaying more empathy in a crisis despite downturn in team morale [stats]

As marketers adapt to the ‘new normal’, several ar finding each positives and negatives in acting from home, with a dip in team morale balanced by a replacement sense of fellow feeling for colleagues.

Blog inventive

Creativity during crisis: join co-founder of Uncommon Creative Studio Nils Leonard & Creative Review editor Eliza Williams

Nils Dutch Leonard, co-founder of Uncommon inventive Studio are going to be in voice communication with Eliza Williams, editor of inventive Review, Wednesday eighth April at 10am BST. If you’d wish to be part of them, you’ll be able to register here. Nils and Eliza can discuss why brands have to be compelled to get inventive throughout the coronavirus crisis, as despite the temptation. 

Blog Strategy

Two weeks agone, Econsultancy and selling Week conducted a wide-ranging survey of promoting professionals to search out out however they were being compact by the coronavirus crisis.



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