Post by account_disabled on Jan 8, 2024 2:57:56 GMT -5
Without a doubt, the coronavirus pandemic has significantly impacted everyone's lives. However, the reactions of the inhabitants of each country are different due to the measures and restrictions taken by each of them . Not everyone has been affected economically to the same extent and anxiety levels vary. In order to offer an x-ray of the types of consumers based on their emotional state in this situation of uncertainty , Wavemaker has carried out a survey to update the LIVE Panel data and has created an impact map in which it reveals four different groups of consumers based on these responses and 54 markets. The analysis is based on the questions asked about the attitudes and financial implications of COVID-19. 1.Secure First of all, we find the group of consumers classified as "Secure", which represents 31% of the population (29% in Spain). These are people who have suffered a lower level of anxiety and a lower financial impact. This group includes mainly men (53%), full-time workers (50%), between 25 and 34 years old (23%), married (41%) and with children (51%). The Czech Republic tops the list of countries with the most "safe" (59%), followed by Germany (57%) and Denmark and France (51%).
This group is a heavy user of mobile internet (84%), watches television daily (77%) and checks social media every day (75%). On the contrary, they are less likely to read magazines weekly (36%), newspapers (40%) and play Email Data video games (40%). Suspense, fear, sports and comedy are their interests when it comes to consuming entertainment programs. 2. Tense The second group is made up of those “Tense” due to the current situation. This is 26% of the total population and in Spain it reaches 29%. These people show a higher level of anxiety but a low financial impact. The majority are men (53%), full-time workers (46%), between 25 and 34 years old (23%) and married (47%). By country, Japan (45%), the United Kingdom (44%), Puerto Rico (40%) and the United States and Canada (36%) lead the list. This group uses the Internet on their mobile phone daily (86%), watches television daily (82%), enjoys social networks daily (79%) and reads online news daily (74%). 3. Proactive The "Proactive" people form the third group and represent 17% of the population (15% in Spain).
These people show a low level of anxiety about the situation, the financial impact has been high. This group is made up mostly of men (53%), between 25 and 34 years old (26%), with children (55%), married (45%) and full-time workers (52%). Estonia has 33% “Proactive”, New Zealand with 32% and Russia with 29%. They use the internet on their mobile phone daily (89%), and to a lesser extent social networks daily (83%) and television daily (78%). Additionally, they listen to the radio at least once a week (74%). 4. Distressed Finally, we find the "Afflicted", who represent 26% (in Spain 27%), and correspond to those people who suffer a high level of anxiety and who have had a high financial impact from the pandemic. They are mainly found in India (53%), Turkey (51%) and Vietnam (49%). The “Afflicted” are mostly women (51%), between 25 and 34 years old (27%), married (53%), with children (63%) and full-time workers (52%). This is the group that registers the highest daily Internet consumption through mobile phones (90%), and also heavy users of social networks (86%), television (83%) and read online news daily (81%).
This group is a heavy user of mobile internet (84%), watches television daily (77%) and checks social media every day (75%). On the contrary, they are less likely to read magazines weekly (36%), newspapers (40%) and play Email Data video games (40%). Suspense, fear, sports and comedy are their interests when it comes to consuming entertainment programs. 2. Tense The second group is made up of those “Tense” due to the current situation. This is 26% of the total population and in Spain it reaches 29%. These people show a higher level of anxiety but a low financial impact. The majority are men (53%), full-time workers (46%), between 25 and 34 years old (23%) and married (47%). By country, Japan (45%), the United Kingdom (44%), Puerto Rico (40%) and the United States and Canada (36%) lead the list. This group uses the Internet on their mobile phone daily (86%), watches television daily (82%), enjoys social networks daily (79%) and reads online news daily (74%). 3. Proactive The "Proactive" people form the third group and represent 17% of the population (15% in Spain).
These people show a low level of anxiety about the situation, the financial impact has been high. This group is made up mostly of men (53%), between 25 and 34 years old (26%), with children (55%), married (45%) and full-time workers (52%). Estonia has 33% “Proactive”, New Zealand with 32% and Russia with 29%. They use the internet on their mobile phone daily (89%), and to a lesser extent social networks daily (83%) and television daily (78%). Additionally, they listen to the radio at least once a week (74%). 4. Distressed Finally, we find the "Afflicted", who represent 26% (in Spain 27%), and correspond to those people who suffer a high level of anxiety and who have had a high financial impact from the pandemic. They are mainly found in India (53%), Turkey (51%) and Vietnam (49%). The “Afflicted” are mostly women (51%), between 25 and 34 years old (27%), married (53%), with children (63%) and full-time workers (52%). This is the group that registers the highest daily Internet consumption through mobile phones (90%), and also heavy users of social networks (86%), television (83%) and read online news daily (81%).