Australians To Continue Online Shopping, Health And Fitness, And Connected TV Viewing Post-Pandemic
Online shopping, a renewed focus on health and wellbeing, and time spent viewing connected TV soared for Aussies during the 2020 COVID-19 lockdown – and it’s not going anywhere, according to a new MiQ study.
The global study including Australia, A year of lockdowns and how they changed consumers around the world, conducted by MiQ, looks at how consumers adapted to 2020 and what changes are likely to be temporary – and what’s likely to stick around.
For Australians, lockdown hailed a new era of online shopping, proving more popular than ever with both the young, digitally saver shoppers, and older people. And it’s here to stay – while many people said they were looking forward to returning to bricks and mortar stores, nearly half (46 per cent) said they felt positive about buying clothes and accessories online, even post-lockdown.
Clothing remained the most sought-after item for online shoppers (47 per cent), followed by beauty products (33 per cent) and electronics and entertainment (32 per cent).
Social distancing also created a new breed of Australian fitness fanatics, mainly aged between 25 and 44, who were active on health and fitness digital platforms.
The renewed wellness focus has stuck, with Australia’s young fitness enthusiasts becoming the first globally to renew their gym memberships post-lockdown and a quarter of people continuing to search for meal preparation and healthy eating plans.
Despite the surge in exercise, half of Australia spent more time in front of the TV. Lockdown accelerated the rise of new platforms, with significant growth noted on new and emerging devices and platforms.
Connected TV grew by 200 per cent, gaming consoles (up 70 per cent) and online gaming saw massive gains, with Australians seeking out games, lifestyle content and sport during lockdown. According to the study, the growth in content consumption on OTT TV has continued, particularly among those aged 35 or older.
In Australia, 48 per cent of people said they were spending more time watching TV, the second highest globally behind the UK (49 per cent).
Viewability has also increased post lockdowns and is now back to or above pre-pandemic levels, with user responses on display ads up by 4 per cent, with categories such as travel, automotive and finance showing big improvements.
People have not lost their lust for travel, with holidays still on the horizon for many. Of those surveyed, 44 per cent said they were planning a holiday in 2021 – though half will be within their own country.
People over the age of 45 are more tentative about travel: only a third have plans to holiday.
The study also identified five new audiences who had emerged post-pandemic: the self-improvers, parent-teacher-playmates, fitness fanatics, entertainment junkies and online shoppers.
MiQ Australia CEO, Jason Scott, said these new audiences would prove critical to advertisers looking to boost sales in a post-pandemic world.
“COVID-19 had an enormous impact on how we live, work and interact, and forced many of us to adapt and change our behaviour to find new ways of living and working, and new means of entertainment,” he said.
“Our data has shown it’s likely many of these new behaviours will stick around – and that means change for advertisers. Businesses now have more ways to learn about their audience and reach the market than ever before. But the ability to reach the right audience at the right time and with the right message is a challenge. Advertisers need to tap into the available data and harness it to be strategic with campaigns. For example, the growth in the connected TV space provides a massive opportunity, along with the changing audience demographic of online shoppers and gaming users.”
*Methodology: MiQ looked at a mix of data from digital devices, including PCs and laptops, as well as data from connected TVs, location data from mobile devices and compared user activities over the past 12 months to identify behaviour changes. This data was then compared with insights from a survey of global consumers, conducted with Sapio Research.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.