Những hành vi sẽ dính và cái nào sẽ chìm xuống/ Which behaviors will stick and which will subside by Space Station

Which behaviors will stick and which will subside in a world without restrictions?

THE GLOBAL BOUTIQUE FOR DATA & INSIGHT Kadence International is a global boutique market research agency. With offices spanning Asia, Europe and the US, we combine the global reach of a large agency, with the agility and personalized service of a small boutique. We passionately believe that great research is core to all business success so it’s our mission to raise the impact of research in organizations. The impact we create for our clients is being recognized by key awarding bodies globally. In 2019, we were named Market Research Supplier of the Year at the Quirk’s Marketing Research and Insight Excellence Awards, as well as Highly Commended for Global Agency of the Year at the MRS Awards. In the same year, we were named Market Research Agency of the Year at Marketing Magazine’s Agency of the Year Awards in Singapore.

Contents Understanding which of the behaviors adopted during the pandemic represent a permanent shift is the most significant challenge facing CMOs right now.

04-05

Which behaviors have become more prevalent since the start of the pandemic?

06-08

Looking to the future – understanding the consumer view

09-10

Our approach to anticipating future behaviors.

11-13

Which behaviors are likely to stick and which will subside? The global view.

14-24

Which behaviors are likely to stick and which will subside? Key market differences.

25-29

Anticipating which behaviors will stick and which will subside in your category.

Understanding which of the behaviors adopted during the pandemic represent a permanent shift is the most significant challenge facing CMOs right now. As a result of the pandemic, consumers across the world have experienced an extended period where our lives have looked very different to normal. In the face of restrictions, consumers have adopted a range of new behaviors - from socializing online to exercising at home. In the long-term, it’s inevitable that this experience is going to lead to some sort of behavioral change. Research from University College London shows that - on average - it takes 66 days for a new behavior to become embedded. Many of us have been living under restrictions for much longer than this.1 According to Dentsu, understanding which of behaviors adopted during the pandemic represent a permanent change in behavior, versus those which are temporary is the most significant challenge facing marketers over the next 6 – 12 months.2 This is closely followed by aligning with new and changing consumer sentiment. But anticipating future behaviors is notoriously difficult as you can’t rely on consumers’ stated intentions alone, this needs to be augmented with other insights to build a full picture.

Which of the following challenges do you expect to face over the next 6 – 12 months? Understanding what is a temporary shift in consumer behavior vs. a permanent change

40%

Aligning with new & changing customer sentiment

39%

Declining consumer spending

39% 34%

Managing changes to the workforce Obtaining the right data to make timely & appropriate decisions

32%

26%

Decreasing marketing budgets Disruptions to the supply chain & ability to fulfil demand

25%

23%

Demonstrating ROI of marketing spend

22%

Inability to react quickly enough to market changes Source: Dentsu CMO survey 2020

1 2

https://www.healthline.com/health/how-long-does-it-take-to-form-a-habit https://www.dentsu.com/sg/en/reports/cmo_survey_2020_31eb6f5

Introducing our research

This whitepaper is designed to help you understand the behaviors we expect to be retained in future at an overall level, as well as providing you with the tools and an approach for exploring this at a category level, based on our research across 10 markets.

Quantitative survey with 3,400 consumers globally – spanning all of the countries where Kadence has offices (the UK, US, Singapore, China, India, Indonesia, Thailand, Philippines, Japan and Vietnam). The sample was provided by Dynata – one of the world’s largest first-party data and insights platforms and a fielding partner of Kadence International.

Qualitative interviews with people involved in key categories across these markets – from online fitness instructors and local business owners to counselors and therapists.

Which behaviors have become more prevalent since the start of the pandemic?

As we all recognize, COVID-19 has resulted in significant changes in behaviors. To quantify this, we asked consumers about a range of online and offline behaviors spanning 4 categories – shopping and retail, food and drink, mental and physical wellbeing and leisure activities - to understand which had become more prevalent since the start of the pandemic.

Food & Drink

Shopping & Retail Shopping online for products other than groceries

47%

Using contactless payments for physical purchases

47%

Shopping online for groceries

45%

Purchasing from local businesses

44%

Cooking from scratch

40%

Ordering takeaway / takeout

30%

36%

Planning meals on a weekly basis

23%

Making an effort to create special occasions at home with food

23%

Consuming alcohol at home

22%

Leisure Activities

Mental & Physical Wellbeing Learning new skills online

Consuming healthy food

Watching/streaming online video content

38%

Exercising at home with the help of technology

31%

Socializing with friends online

Doing activities to support my mental health

25%

Online gaming Taking a holiday in my own country, rather than travelling abroad

Base: All respondents (n=3404) B4. Which, if any, of the following have you done more frequently since the start of the pandemic?

52% 40% 34% 14%

The pandemic acted as a catalyst for increased adoption of digital behaviors across the world but particularly in APAC and South East Asia (SEA). Here, online activities have increased to a greater extent than other regions.

As a result of COVID, many consumers adopted new behaviors for the first time such as working from home, and activities to support their physical and mental health. 43% of people told us they were working from home more since the start of the pandemic, a behavior that was new for most people (84%).

When we look at online behaviors in particular, we see that these have increased to a greater extent in APAC and SEA than in the UK or the US.

Beyond this, many of the new behaviors revolved around seeking to improve mental and physical health with consumers learning skills online, exercising with the help of technology and doing activities to support mental health. These were all things that were new to over 80% of the people doing them.

This could be due to the fact that some of these behaviors, for instance online grocery shopping were already more widely adopted in the UK and the US before the pandemic, but when we look at other behaviors like learning new skills online or online gaming, these have also increased to a greater extent in Asia, despite some of these markets living under restrictions for a shorter time than the UK or US. One thing is for certain, the pandemic has acted a catalyst for increased adoption of digital behaviors across Asia.

Other new behaviors were associated with trying to make the most of a bad situation, such as making an effort to create special occasions at home with food and taking a holiday domestically.

We also saw people making lasting lifestyle changes, with many moving further away from work or considering doing so in future.

22%

of consumers across the markets surveyed (excluding Singapore) have moved further away from work during the pandemic

This was most prevalent in India where 38% of people told us they had moved further away from work, with a further 17% considering this in future. Significant numbers have also moved in the Philippines (36%) and Thailand (27%).

Across the world, large numbers of people have moved further away from work or are considering doing so in future

None of these

22% 6%

Considered moving

38%

26%

5% 7%

16%

27%

36%

11%

64%

Indonesia

82% 65%

64%

Thailand

Vietnam

52%

45%

India

19%

12% 88%

72%

9% 8%

21%

17%

China

Significantly more respondents in this market indicated they have moved further from their place of work and plan to remain living in this location.

Have moved and intend to stay

Japan

Philippines

73%

Base: All respondents except those in Singapore (n=3073) B10. Now thinking about your living situation, which of the following applies?

These shifts provide an important backdrop when we think about behavior in a world without restrictions, as this will inform consumers’ needs as well as the role that town and city centers will play in future.

From an attitudinal perspective, we also see some big shifts at play. The pandemic has caused many consumers to become more risk-averse and health-conscious.

Are taking more measures to look after their health than before the pandemic

Plan to save more

69%

78%

Looking to the future – understanding the consumer view Consumers don’t anticipate a return to normal

To understand the consumer view of a postpandemic world, we asked the people in our survey to imagine a world with no restrictions (where vaccinations had been fully rolled out and / or COVID cases were low.)

When it comes to pre-pandemic behaviors, it’s interesting to see that consumers see themselves going out and about less frequently, indicating the lasting impact of the enforced period of time staying at home.

We wanted to understand which of their prepandemic behaviors they’d want to resume as well as which of the behaviors they’d adopted during the pandemic they’d wanted to continue.

Expected frequency of behavior in the future Doing less of

58%

Doing more of

16%

Going to the theatre

57%

18%

Going out for drinks

53%

Going out to eat

52%

Using public transportation

16%

51%

Going to the gym / in person exercise class

16%

51%

Physically browsing stores

49%

Attending business meetings in person

43%

Significantly higher among

22% APAC and SEA markets

20%

Going to a physical shop to buy groceries

17% 21%

Data shown is combination of QB8A and Q88B A little less than before COVID, a lot less than before COVID

A little more than before COVID, a lot more than before COVID

Base: All respondents (n=3404) B8A. In this scenario, how frequently would you expect to be doing the following activities? (All markets except China and Vietnam) B8B. Now that COVID cases are low and most restrictions have been lifted in most parts of your country, how frequently are you doing the following activities compared to life before COVID? (China and Vietnam)

Overall consumers see themselves doing all of these activities less – particularly going to the theatre, going out for drinks and to eat and using public transport. This is particularly skewed to the APAC and SEA region. With more consumers working from home, more than half do not expect to go out to eat and use public transportation as much as they did before – especially among those in China, Indonesia, Thailand and Vietnam. But even in the UK and the US, 44% and 37% of people respectively tell us they plan to eat out less than before the pandemic.

This suggests there is a reticence amongst some to go back to life as it was. The days of birthday party one evening, work do the next seem to have limited appeal, suggesting many consumers have become accustomed to a quieter life and want to retain elements of this in future. This should be an important consideration for marketers when it comes to positioning their messaging, particularly in markets which are yet to reopen. It also represents a significant challenge for hospitality - finding new ways to increase the frequency of visits will be a priority for the industry.

The majority of consumers tell us they want to continue the activities they’ve done more of during the pandemic When it comes to activities that have increased in prevalence during the pandemic, the majority of consumers want to keep these up – and this is fairly uniform across markets. Interestingly, the only real exception we see is working from home. As fatigue sets in, only 62% tell us they want to continue with this in future.

92%

Consuming healthy food

91%

Using contactless payments for physical purchases Doing activities to support my mental health

88%

Purchasing from local businesses

87%

Wearing comfortable clothing

87%

Watching/streaming online video content

87%

Shopping online for products other than groceries

87%

Learning new skills online

87% 85%

Cooking from scratch

84%

Making an effort to create special occasions at home with food Online gaming

83%

Planning meals on a weekly basis

83% 82%

Shopping online for groceries

81%

Exercising at home with the help of technology

78%

Ordering takeaway/takeout Socializing with friends online

78%

Consuming alcohol at home

77% 74%

Taking a holiday in my own country, rather than travelling abroad Working from home

62%

Overall T2B (Likely + Very likely) Base: Respondents who have done the respective activities more frequently B6A. How likely would you be to continue with the following activities? (All markets except China and Vietnam) B6B. Now that COVID cases are low and most restrictions have been lifted in most parts of your country, how likely are you to continue doing the following activities? (China and Vietnam)

Our approach to anticipating future behaviors Going beyond stated intentions

Understanding the importance of different attributes in adopting and sustaining new behaviors

The previous chart illustrates the challenge of relying on stated intentions alone when anticipating future behavior. It’s simply not feasible that consumers are going to continue doing everything. This demonstrates the importance of looking to further inputs alongside stated intentions to pull behaviors apart and determine which are most likely to stick. Therefore, in addition to looking at the data around what people say they plan to do in future, we took this a step further.

We know that behavioral change will only be sustained in the long term if the new behavior is perceived as having distinct benefits to the existing solutions, otherwise as soon as the alternatives become available, people are likely to lapse back into their old habits. We identified 5 factors that are important when it comes to adopting and sustaining new behaviors and ran a max diff exercise to determine the extent to which these matter to consumers in each market.

What attributes matter most in adopting new behaviors?

OVERALL

Convenient

22%

20%

22%

32%

24%

23%

19%

17%

23%

19%

Time saving

15%

13%

18%

17%

12%

18%

17%

13%

19%

12%

15%

Cost effective

24%

16%

21%

23%

24%

25%

26%

35%

27%

22%

Enjoyable

19%

25%

21%

16%

20%

16%

20%

18%

25%

24%

Personally rewarding

20%

25%

19%

13%

20%

18%

31%

14%

21%

20%

Most important attribute Base: All respondents (n=3404) B1: COVID has changed many aspects of our daily lives. We have adopted new ways of working, of purchasing, and of socializing. Over the next 7 screens, please indicate which consideration is more important to you when deciding whether to adopt a new way of doing something.

At an overall level, it will come as no surprise that the most important factor is cost but this isn’t the be all and end all. There are other elements at play too – convenience, enjoyment and whether the behavior is personally rewarding were important too. There are also market differences – whilst cost is the most important factor in some markets, in the UK, US and China it’s more important that the activity is enjoyable, whilst in in India and Indonesia, convenience wins out.

Utilizing an index to understand how well activities that have become more prevalent during the pandemic deliver on the attributes that matter to consumers We then asked people to rate each of the activities they’d done more frequently during the pandemic against these attributes. We brought together these data points to create an index which shows how well each of the activities deliver on what’s important to consumers relative to one another.

Interpreting the index The higher the index score, the more the activity is perceived to be delivering against what’s important to consumers (and is therefore more likely to be sustained in future). This allows us to pull the activities apart and help brands understand where to focus their efforts. An index score of 100 presents the mid-point.

A framework for assessing and prioritizing COVID behaviors We mapped the index score against what consumers told us about their likelihood to continue these behaviors – so marrying an indication of consumer intent, with a realistic assessment of whether the behavior will stick. We used this to create a matrix, made up of 4 quadrants, which organizations can use as a framework for assessing the behaviors that have become more prevalent during the pandemic, and understanding where to focus their efforts.

REPORTED LIKELIHOOD TO CONTINUE ACTIVITY

High

OPPORTUNITIES FOR INNOVATION

KEY BEHAVIOR FOR THE FUTURE

Improvement needed with current products and services

Existing products and services are delivering against what’s important to consumers

LOW POTENTIAL FOR LASTING BEHAVIORAL CHANGE

SHORT-TERM SOLUTIONS FOR COVID ONLY

Activities not delivering against what’s important to consumers

Activities deliver on what’s important right now but low likelihood to continue

Low Low

INDEX SCORE

High

Which behaviors are likely to stick? The global view By mapping the behaviors onto the matrix, we can see which are likely to stick, and which will subside.

OVERALL LEVEL

REPORTED LIKELIHOOD TO CONTINUE ACTIVITY

High

Drinking alcohol at home

Taking a holiday in my own country, rather than travelling abroad

Socializing Ordering with friends takeout online

Working from home

Low

INDEX SCORE

Low

Consuming healthy food

Ordering takeaway/takeout

High

Planning meals on a weekly basis

Shopping online for groceries Exercising at home with the help of technology

Using contactless payments for physical purchases

Socializing with friends online

Shopping online for products other than groceries

Doing activities to support my mental health

Consuming alcohol at home

Learning new skills online

Taking a holiday in my own country, rather than travelling abroad

Purchasing from local businesses

Cooking from scratch

Working from home

Wearing comfortable clothing

Making an effort to create special occasions at home with food

Watching/streaming online video content Online gaming

Domestic holidays and working from home: short-term solutions for COVID only

Socializing online, drinking alcohol at home and ordering takeout: low potential for lasting behavioral change

Low reported likelihood to continue and high index score

Low reported likelihood to continue and low index score

Whilst domestic holidays are seen as enjoyable and cost-effective, consumers tell us they are less likely to continue doing this in future versus other activities, suggesting that the alternatives (i.e. holidays abroad) are more appealing.

The people we surveyed told us that they are less likely to continue with these activities in a post-COVID world versus the other behaviors in our study. What’s more, these activities don’t deliver highly against the key attributes that drive adoption of new behaviors. Consumers don’t recognize the cost saving nature of socializing at home or ordering takeout so in a world without restrictions, in person alternatives will be more appealing. As such, their potential to represent a long-term shift in consumer behavior is limited.

We also see working from home in this quadrant. In some cases, this was an enforced behavior and is not feasible in the long term. This, combined with working from home fatigue setting in after a year of working in this way in some markets, explains why we see this behavior in this quadrant. Whilst it’s regarded as convenient, consumers don’t find working from home very rewarding or enjoyable, reflecting much of the current discourse in the media about workers being “zoomed out” and missing social interaction with their colleagues.

Shopping online, learning new skills online and cooking at home: key behaviors for the future High reported likelihood to continue and high index score The high likelihood to continue and high index quadrant represents key behaviors for the future. Not only do consumers want to continue with these activities, they’re also considered to be delivering on the attributes that are important when adopting and sustaining a new behavior. Here we see two online behaviors - learning new skills online and shopping online for products other than groceries- and three food-related behaviors - cooking from scratch, making an effort to create special occasions at home with food and planning meals on a weekly basis, on the periphery. Let’s explore these areas in further detail.

Shopping online for products other than groceries Perceived by consumers as being convenient, time-saving and cost-effective as well as an activity that they want to continue in future, this is certainly an area to watch. Brands will need to be at the forefront of developments in online shopping. So how might it evolve in future? One big trend to watch is live stream shopping (also referred to as shopstreaming or live commerce). Livestreaming originated in China and it’s big business. The industry is estimated to be worth $66 billion.3 As a result of the pandemic, the phenomenon has grown in popularity not just across China but in South East Asian markets as well. Having seen an increase in sales from this channel at the start of the pandemic, South Asian e-commerce platform Lazada is seeking to dramatically increase the number of livestream sessions it runs on its LazLive platform. And it may not be too far off in Western markets either, with Amazon Live, an equivalent feature, now available in the US.

What is live stream shopping? Live stream shopping merges elements of television shopping with social networking. Consumers join a live stream where they can see a presenter or influencer reviewing a product. There’s a big focus on interaction, with the presenter answering questions from viewers. Consumers can then buy the product directly through the live stream, often securing a big discount for doing so.

One of the really interesting things about live stream shopping is that it brings a social element to online shopping, helping it to deliver on enjoyment, an attribute that’s not strongly associated with the activity currently. In this way, live stream shopping enables brands to create an experience more comparable to offline shopping, where there’s a greater degree of interaction between the consumer and the brand, which could further cement its dominance.

https://edition.cnn.com/2020/09/06/business/china-livestream-shopping-spc-intl-hnk/index.html

“

Learning new skills online Another online behavior that we see as having sticking power, particularly in Asia, is learning new skills online.

YouTube is a massive library, a goto place for learning a new skill. For instance, learning how to write specific code, edit videos, bake a new recipe or learn how to play video games by watching someone else play the game and explain the tactics.

As a result of the pandemic there has been an increase in the number of users embracing online learning platforms, but there’s also been an explosion in online content designed to help people learn new skills as many have used their spare time to develop courses on platforms like Thinkific and Membervault, as well as sites like YouTube.

Online learner – data science and coding, UK

In Asia particularly, learning skills online is perceived as being enjoyable and personally rewarding, and there’s a real interest in continuing this in future, particularly in Thailand and the Philippines. In the UK and US, however it doesn’t represent such a significant opportunity for brands, appearing in the bottom two quadrants of our matrix. Brands targeting Asian consumers should think creatively about how they can tap into this desire to learn new skills to promote their brand and engage with consumers. Airbnb for instance took its Airbnb Experiences online during the pandemic, offering cooking classes with local chefs, history lessons with tour guides and drawing lessons with artists. Might there be an opportunity for other brands to tap into this strategy, particularly in the food and drink space?

“

Cooking at home Three cooking-related behaviors also appear in the top quadrant. The first of these is cooking from scratch. This trend has been important for some time but has been accelerated by the pandemic with consumers considering it cost effective, enjoyable, and personally rewarding. In a similar vein, planning meals on a weekly basis falls into this quadrant, albeit it on the periphery and is seen to be time-saving, cost effective, and enjoyable.

Normally I did not cook at all and always ate out or ordered takeout. Since the pandemic, my lifestyle has changed. I go to the supermarket every week and started to make dinner and lunch for myself because it’s cheaper. Packaging Designer, Thailand

“

Another key behavior is creating special occasions at home with food, something considered to be enjoyable and personally rewarding. Restaurants across the world have sought to tap into this trend, offering special items for delivery – from Café Flo’s Brunch Kit in Beijing to Côte at Home’s Après Ski Kit in the UK. Not only are people buying these for themselves, but there’s also a move towards gifting these kits.

One trend I’ve observed is an increase in gifting feel-good food items for delivery such as cakes.

Brand Manager, Regional Café, Singapore

Eating healthily, activities to support mental health, championing local business and streaming: opportunities for innovation High reported likelihood to continue and low index score This quadrant should also be an area of focus for brands. It’s where we see activities that consumers want to continue, but that have a lower index score. As such, it’s an area that’s ripe for innovation. Here we see a range of behaviors from across categories – from online gaming to online video streaming. We will explore four in further detail.

Eating healthy food Consumers tell us they are keen to continue maintaining a healthy diet. It’s seen as rewarding, but it’s not associated with being time saving or cost effective. This suggests there is an opportunity for manufacturers to play up cost and time savings as well as enjoyment in their marketing. This should also be an important consideration for product development, for example, creating kits that can be bought in store, containing all the ingredients for a dish at a reduced bundle price. It also points to potential for meal kit delivery companies. In the US, subscriptions to firms such as Sun Basket, Freshly or Hello Fresh boomed during the pandemic and this research suggests that will be maintained. Currently the market is dominated by specialist food delivery companies but we predict that we’ll soon see interest growing in this sector from food manufacturers and supermarkets.

Inspiration f rom South Korea

Inspiration from the UK

Manufacturers muscle in on meal kit delivery

Supermarkets challenge the dominance of existing category leaders

In South Korea a number of F&B manufacturers are seeking to establish themselves in the meal kit delivery space. CJ CheilJedang which owns brands spanning rice, tofu and seafood launched its Cookit service in 2019, whilst Yakult, best known for its probiotic drinks, has sought to break into the market with its EatsOn brand. We expect to see brands in other countries capitalizing on this opportunity to establish a direct-to-consumer offering as an additional revenue stream as this grows in popularity with consumers.

Morrisons has launched a range of subscription services - from food boxes that feed a family of four as well as its own take on meal kit delivery called EatFresh. Both services undercut the current players in the market, a strategy designed to help them steal market share.

“ “

Activities to support mental health The pandemic and the resulting restrictions on social contact have brought mental health front and center. Consumers have gravitated to a range of products and services that help them manage their mental health - from meditation apps like Headspace and Calm to journaling apps like Worry Tree or ReachOut Worry Time.

Even though mental health services can be provided online, the sense of human interaction is an essential part of this service and that’s always going to be important.

We’re also seeing tech brands considering mental health in their product design. Microsoft Teams now allows people to schedule a “virtual commute” during which they can meditate with the help of a Headspace integration.

Consultant, India

These activities are seen as enjoyable and rewarding and consumers tell us they want to keep them up. However, our qualitative research with psychologists, counselors and life coaches across the world suggests that these online approaches need to be combined with real world support and a community element to really deliver against consumers’ needs.

Often people need more guided support than is available within an app. Without this, it can be challenging to sustain the change and integrate these activities into your daily life. Life coach, UK

Inspiration from the US Coa - The mental health gym hoping to improve emotional fitness Meet Coa, the US firm that positions itself as a “gym for mental health”. The company’s focus is on strengthening your mental health, rather than on clinical needs and it runs group therapist-led classes as well as one-on-one support. Right now, Coa’s classes take place online but the company has ambitions to offer the service in person by opening brick and mortar gyms in major US cities in future. Coa’s website proclaims that “your emotional fitness is as important as your physical fitness.” This highlights a key trend in this space. We’re seeing the convergence of mental health, physical exercise and a healthy diet, as people look to proactively manage their mental health in the same way as their physical health. The Fitbit app now includes tips on diet and mental health, as well as breathing exercises. Dieting company Weight Watchers has rebranded to Wellness That Works and now offers healthy recipes as well as workouts and guided meditations. The Headspace app now includes at-home workouts. These are no longer isolated movements but are front and center when consumers think about health.

“

Championing local businesses Supporting local business is also an area to watch as people spend more time in their local neighborhoods and experience a renewed sense of community. In many countries, this has been strongly encouraged by government initiatives. In Japan, for instance, residents in Meguro-city, a ward in Tokyo, can benefit from a voucher scheme that incentivizes them to shop at local stores rather than big chains.

People are buying into local brand stories and are paying more attention to provenance. Bespoke service is also appreciated as it’s something that larger businesses would find more difficult. Even something as small as sharing cooking tips when your customer buys a rack of lamb can help develop a great in-store experience.

Interestingly, whilst shopping from local businesses is perceived to be convenient and cost effective, it isn’t seen as particularly enjoyable or personally rewarding. This suggests that the in-store experience has to be an area of focus for small businesses going forwards. We spoke to local business managers to understand how they’re doing this.

General manager, Homestead, local food business, UK

This interest in supporting local business will have implications for the future of the high street, particularly given that significant numbers of consumers have moved further away from work as a result of the pandemic. Against this backdrop, chains will need to reinvent themselves to remain relevant, partnering with local suppliers and growing their suburban footprint.

Inspiration from the UK Making local business the heart and soul of the high street In the UK, it’s anticipated that the movement to support local businesses will see food halls springing up across the country.4 These multipurpose venues are designed to provide space for local businesses, as well as co-working spaces and entertainment facilities such as cinemas, libraries or space for gigs.

https://www.theguardian.com/business/2021/feb/21/new-breed-of-local-food-halls-offers-grub-and-a-hub

Watching and streaming video content tuned in for the gig, demonstrating the market potential here. Whilst we don’t see this replacing live experiences entirely, it’s definitely an additional revenue stream that many will want to consider.

Streaming is one of the most widely adopted behaviors we explored, with 52% of consumers globally telling us they have streamed more video content since the start of the pandemic. Consumers want to continue this, seeing streaming as both enjoyable and convenient. But it’s not perceived as being particularly cost effective. So what’s next for streaming companies and how can they help consumers feel they are getting more bang for their buck?

Diversifying the content that’s offered on streaming services could open up opportunities for brands to promote their products. For instance, when Chinese e-commerce business JD.com hosted a live streamed DJ set, it featured drinks promotions throughout, with one brand partner seeing a 70% increase in liquor sales. When we consider this alongside the trend for live shop streaming, we expect to see online video streaming platforms going beyond just entertainment and becoming more closely integrated with e-commerce.

We expect to see streaming companies getting creative with live streaming content that goes beyond traditional movies and television, at a price point which undercuts live experiences. During the pandemic we saw the rise of live-streamed concerts and gigs, with BTS breaking the world record for the largest audience for a live-streamed concert. Over three quarters of a million viewers

Which behaviors are likely to stick and which will subside? Key market differences We conducted this research in 10 markets across the world and observed a number of differences by region.

Focus on APAC

APAC Using contactless payments

REPORTED LIKELIHOOD TO CONTINUE ACTIVITY

High

• • •

Online grocery shopping

Eating healthy food Activities for mental health Streaming

Taking a holiday in my own country, rather than travelling abroad

Socializing Drinking with Ordering alcohol at friends takeout home online

Working from home

Low

INDEX SCORE

Low

Consuming healthy food

Ordering takeaway/takeout

High

Planning meals on a weekly basis

Exercising at home with the help of technology

Doing activities to support my mental health

Socializing with friends online

Shopping online for products other than groceries

Taking a holiday in my own country, rather than travelling abroad

Purchasing from local businesses

Consuming alcohol at home

Learning new skills online

Working from home

Wearing comfortable clothing

Online gaming

Cooking from scratch Making an effort to create special occasions at home with food

Watching/streaming online video content

Shopping online for groceries Using contactless payments for physical purchases

•

When we look at the data for APAC, we see a similar picture with most activities falling within the same quadrants that they do at a global level.

•

A notable difference for APAC compared to overall is that we see using contactless payments for physical purchases enter the upper right-hand quadrant thus representing a key trend for the future.

•

Shopping online for groceries is placed at the periphery of the high likelihood/high index quadrant for APAC as a whole but this behavior rates particularly highly on likelihood to continue and has a high index score in China and Japan, suggesting it is here to stay in these markets.

Focus on the UK

UK High

REPORTED LIKELIHOOD TO CONTINUE ACTIVITY

Eating healthy food Streaming online video content

Online grocery shopping

Taking a holiday in my own country, rather than travelling abroad

Learning skills online Socializing with friends online

Working from home

Low

INDEX SCORE

Low

High

Shopping online for products other than groceries

Shopping online for groceries

Consuming healthy food

Exercising at home with the help of technology

Doing activities to support my mental health

Socializing with friends online

Watching/streaming online video content

Taking a holiday in my own country, rather than travelling abroad

Purchasing from local businesses

Consuming alcohol at home

Cooking from scratch

Working from home

Making an effort to create special occasions at home with food

Learning new skills online

Wearing comfortable clothing Using contactless payments for physical purchases

Ordering takeaway/takeout Planning meals on a weekly basis

Online gaming

•

There’s less of an opportunity for learning skills online to become a long-term trend in the UK than there is in APAC. Here, it’s a short-term solution for COVID only.

•

There’s also less potential for online grocery shopping. Consumers are less likely to want to continue with this versus the other behaviors we explored, and it’s not perceived to deliver highly on what’s important to them when adopting a new habit.

•

Streaming online video content and eating healthy food are more likely to translate into longterm trends in the UK, with this activity falling in the key behaviors for the future quadrant. The index score for both activities is markedly higher for the UK compared to APAC, suggesting greater satisfaction with the existing products on the market.

Focus on the US

USA

REPORTED LIKELIHOOD TO CONTINUE ACTIVITY

High

• • • •

Socializing with friends online Ordering takeout

Working from home

Learning new skills online Online grocery shopping

Low

INDEX SCORE

Low

Consuming healthy food

Ordering takeaway/takeout

High

Shopping online for products other than groceries

Making an effort to create special occasions at home with food

Doing activities to support my mental health

Socializing with friends online

Online gaming

Working from home

Purchasing from local businesses

Learning new skills online

Consuming alcohol at home

Planning meals on a weekly basis

Wearing comfortable clothing

Exercising at home with the help of technology

Watching/streaming online video content

Cooking from scratch

Shopping online for groceries

Taking a holiday in my own country, rather than travelling abroad

Using contactless payments for physical purchases

Focus on the US •

As in the UK, there’s less potential for learning new skills online and online grocery shopping to become permanent shifts in behavior in the US. Both of these activities fall in our low potential for lasting behavioral change quadrant, indicating a marked difference with APAC, where these behaviors are more likely to represent key trends.

•

The key behaviors for the future in the US (those in the high likelihood to continue / high index score quadrant) are quite different from APAC and even from the UK. Making an effort to create special occasions at home with food and cooking from scratch placed solidly within the upper right quadrant for most other markets, but this isn’t the case in the US. Instead, we see drinking alcohol at home, taking domestic holidays, online gaming and online video streaming feature in this quadrant, suggesting that these behaviors will continue in the long-term.

•

When we look at e-commerce, as in APAC, shopping online for products other than groceries is another key area where behaviors are likely to be sustained, with this being perceived as both convenient and time-saving.

•

There’s space for innovation in the areas of mental health and supporting local business (as in other markets) as well as in eating healthy food, suggesting the current products and services on the market, don’t meet needs as well as their counterparts in the UK.

Anticipating which behaviors will stick and which will subside in your category The approach used in this study can be used across categories as a way of determining which behaviors adopted during the pandemic represent a permanent versus temporary shift. To discuss this with us, please get in

www.kadence.com @kadence_insight https://www.linkedin.com/company/kadence/

Our collaboration with Dynata

Dynata is one of the world’s largest first-party data and insights platforms. With a reach that encompasses more than 62 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata provides precise, trustworthy, quality data. The company has built innovative services and solutions around its robust first-party data offering to bring the voice of the customer to the entire marketing continuum―from strategy, innovation and branding to advertising, measurement and optimization. Dynata serves nearly 6,000 market research, media and advertising agencies, publishers, consulting and investment firms, and corporate customers in North America, South America, Europe and Asia-Pacific. For more information, visit www.dynata.com.