What consumers in Europe do online during the lockdown

Alex Gevers
Alex Gevers, Senior Insights Manager

This article is part of a series of insights that reveal the impact of the coronavirus pandemic on online consumer behaviour. To be notified when new insights or data become available, please click here.

Since our previous update, consumers across Europe have had time to re-engineer their daily routines. With fewer options to partake in outdoor events, many consumers are shifting their attention online. In the charts that follow, we look at how consumers in France, Germany, Italy, Spain, and the UK allocate their time online. Specifically, we rank and compare selected content categories (full list below) by visits during the weeks of January 13 to January 19, 2020, and March 23 to March 29, 2020. We chose the week of January 13 to January 19 because consumers across the continent have resumed their pre-holiday routines, and the effect of the virus won’t emerge for another few weeks; Italy declared a national emergency on January 31.

1. FRANCE

Visits to social media sites or apps dwarf those of other categories, a pattern that holds true in other EU5 countries. The top 5 categories before the crisis (i.e. during the week of January 13-19, 2020) remain the top 5 categories during theweek of March 23-29, 2020, and visits to all five of them increased significantly. However, the relative positions differ, with the “News/Information” category leapfrogging “Entertainment” in the rankings, due to a 63% jump in visits.

2. GERMANY

Contrary to France, the “Retail” category features among the top 5 categories in Germany, while the “Games” category does not. Similar to France, however, the top 5 categories before the crisis (i.e. during the week of January 13-19, 2020) remain the top 5 categories during theweek of March 23-29, 2020. Visits to all five categories increased significantly. However, the relative positions differ, with the “News/Information” category ranking higher, owing to a 58% jump in visits, and the “Search / Navigation” category ranking higher, owing to a 20% jump in visits.

3. ITALY

Italy was the first country in Europe to be impacted by the virus, and, as a result, the focal point of much media coverage. Compared with the week of January 13-19, 2020, visits to the “News/Information” category surged 68% in the week of March 23-29, 2020. On the other end of the spectrum, visits to the “Retail” category increased by only 3%, resulting in the category losing a place and ranking fourth in total visits during the week of March 23-29, 2020.

Read more: 

https://www.comscore.com/Insights/Blog/What-consumers-in-Europe-do-online-during-the-lockdown

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