Australians To Continue Online Shopping, Health And Fitness, And Connected TV Viewing Post-Pandemic

Australians To Continue Online Shopping, Health And Fitness, And Connected TV Viewing Post-Pandemic
SHARE
THIS



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.

Please login with linkedin to comment

lockdown MiQ Study

Latest News

Channel Seven Claims 2021 Ratings Crown
  • Media

Channel Seven Claims 2021 Ratings Crown

Channel Seven is this year's most-watched network, and that's despite bringing us Holey Moley and Big Brother VIP.

by B&T Magazine

B&T Magazine
ABC Gears Up For 90th Year With Turbo Charged Upfronts Showcase
  • Media

ABC Gears Up For 90th Year With Turbo Charged Upfronts Showcase

Your ABC has you covered in 2022 with world-class dramas, exciting kids’ content, engaging documentaries, entertaining comedies and some reality with a difference. There really is something on offer for everyone from the very young to the very young at heart. Just because ABC is waiting to celebrate it’s 90th birthday doesn’t mean we can’t […]

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show
  • Campaigns
  • Marketing

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show

The Athlete’s Foot, also known as the “Experts in Fit”, have commissioned some well-known faces to explore a range of topics all related to FIT in their new online series #FITTALK. Each season, a new host will tackle different topics ranging from finding the right shoes for your activity, enhancing your FIT with the correct […]

AKQA Is Taking Cannes In Cairns To New Heights!
  • Advertising
  • Marketing
  • Media
  • Technology

AKQA Is Taking Cannes In Cairns To New Heights!

Judging by Cannes In Cairns' impressive itinerary your brain's frontal lobes will get as good a workout as your liver.

by B&T Magazine

B&T Magazine
BBC Studios To Produce Space 22, Its First Original Format For ABC
  • Media

BBC Studios To Produce Space 22, Its First Original Format For ABC

BBC Studios will produce Space 22, its first locally created format for the ABC in Australia. Space 22 will explore the impact of art and creativity on mental health in a new six-part documentary series. The series, which is created and produced by BBC Studios’ Australian production arm, will also be available to the international […]

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign
  • Campaigns

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign

Sanitarium and Milk + Honey United have launched a visually striking new campaign for The Alternative Dairy Company’s range of plant-based milks The national campaign, ‘Today’s Milk’, will launch via online video, OOH and social and digital, and will focus on the company’s diverse range of soy, oat and almond milk variants. Creative executions will […]

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day
  • Campaigns

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day

A collective of Brisbane-based creatives are getting behind Lifeline Queensland’s Giving Day campaign in a bid to rally funds for their Crisis Support service. BCM Group, Israel Rivera, and Rosco Audio are calling on their networks to donate during the 12-hour digital fundraiser on Thursday the 25th of November. Managing director of BCM Group, Phil […]

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign
  • Campaigns

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign

Commonwealth Bank have combined their long-running support for women’s cricket, with their recent sponsorship of women’s football and The Matildas for an empowering new summer campaign. ‘The Game Changers’ aims to champion both elite and grassroots female cricketers and footballers, who through their skill and passion are moving the game forward and changing it for […]

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022
  • Media

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022

The BBC is on track to achieve a record half-a-billion global viewers by the time of its centenary celebrations in 2022. The forecast is based on the Global Audience Measure (GAM) published today, which records the total weekly number of adults accessing the BBC around the world. The GAM found the broadcaster had achieved its […]