Exterion Media have released the results of their latest Work.Shop.Play survey, Life in Lockdown. The All Ireland survey looks at the habits and thoughts of people during the period of restrictions and results are available for both markets. The survey was issued on May 18 to coincide with the first phase of reopening of business and had over 1,175 responses.
There have been major shifts in mood and sentiment since the first days of restriction.
The research indicates that the WorkShopPlay community are feeling more resilient – up to 28 per cent from 13 per cent – and positive – up to 32 per cent from 18 per cent – since the early days of the lockdown. However, feelings of frustration – up to 36 per cent from 25 per cent – and loneliness – up to 19 per cent from 10 per cent – are on the rise.
Fatigue has set in in relation to news relating to the pandemic. At the start of restrictions, 65 per cent of the WorkShopPlay community claimed they were hungry for news about coronavirus. The figure has dropped to eight per cent with 47 per cent only looking at headlines, 30 per cent bored with Covid-19 news and 16 per cent opting out altogether.
DINING TREATS
While everyone is cooking more meals from scratch during the lockdown, Irish urbanites still held on to their dining treats with 41 per cent ordering food from an online app service, 32 per cent ordering click and collect locally and a third ordering from a local take-away.
The study found that 42 per cent have been testing the grey matter with online quizzes, 16 per cent have enjoyed an online ‘pub’ experience while almost eight in 10 urbanites have used online video platforms to catch up with family and friends.
The lockdown has not stopped people from keeping up appearances as their online purchases show; 30 per cent have bought personal grooming products such as shavers and hair dyes, 15 per cent purchased make-up while 15 per cent bought new pyjamas and loungewear.
Journeys during lockdown centred around food with grocery shopping and takeaway collection the most popular trips outside the home. It was revealed that 54 per cent of respondents showed kindness by also shopping for those who were cocooning.
AFTER LOCKDOWN
Post lockdown and apart from meeting up with family and friends, respondents are looking forward to getting back to their normal social activities; going on holiday 63 per cent, going out for a meal 59 per cent, going to a bar 39 per cent and cinema one in three. Over half are looking forward to a professional haircut or beauty treatment.
The figure rises to 58 per cent for females. Some 45 per cent of Irish urbanites believe there will be a birth rate spike post lockdown but living in close quarters has 13 per cent wanting to move out as soon as possible and five per cent not sure they actually like their partner.
Antoinette O’Callaghan, marketing manager, Exterion Media Ireland said the survey looked at the lighter side of life in lockdown. “We wanted to see how people were coping without their usual work, shop and leisure activities and missions. It’s interesting to see pandemic fatigue set in, how they dealt with restriction and the value placed on social activities”
Work.Shop.Play is an online consumer panel operated by Exterion Media on both sides of the border. The 8,000 panel is invited to take part in studies for providing insights into the everyday lives of out of home (OOH) audiences.
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