Globe readership insights during COVID-19
Research study – April 2020
To understand how Globe readers are coping with the COVID-19 crisis, and how it is affecting their daily lives, we deployed a survey to Globe Insiders, our audience intelligence panel of print and digital readers.
We received an unprecedented 50% response rate, with over 1,300 responses from readers of all ages, and from across Canada. We asked them about the societal, financial and lifestyle impacts they’re experiencing; who they’re turning to for trusted information about the pandemic, and their opinions about the types of communication that brands currently have in the media.
Explore our highlights to help inform how you can respond to consumer needs, both during the pandemic and into Canada’s recovery phase.
What’s currently worrying Canadians?
With the effects of covid-19 being fought on two equally vital fronts, healthcare and the economy, Canadians are facing unprecedented social, personal and professional challenges. We asked Globe readers to identify their key concerns.
Impact onthe economy
Risks tothe elderly
Risks tohealthcare workers
Risks to familyand friends
Small businesscollapse
What’s the biggest personal financial impact?
With stock markets in turmoil, businesses in lockdown, the immediate impact on household income, personal finances and long-term planning has been dramatic. We asked our readers to prioritize their biggest financial concerns.
Impact onfinancial investments
Impact onretirement savings
Impact onincome
Ability to assistfamily financially
Ability to meetmonthly expenses
What information do Canadians need right now?
With the vast majority of our audience staying/working at home, their information and communication needs have evolved rapidly over the past weeks.
In addition to avidly following the latest covid and economy-related news, people are also managing their household finances and staying connected to colleagues and customers, friends and family. Our readers are helping with school work, watching tv and streaming services, along with finding time for cooking, exercising, reading and hobbies.
And, while life is feeling restrained at the moment, our audiences are also seeking mood-enhancing escapes, planning for the future and looking forward to life post-pandemic. Here are insights into the information and inspiration they’ve told us they’re looking for.
How to support
front-line workers
64%
How to help
or volunteer
51%
How to navigate unemployment
46%
How to manage your business
38%
Topics unrelated
to COVID-19
71%
Strategies for
finances/investments
64%
Positive stories
64%
How Canadians are handling the crisis
62%
How to stay active and healthy
in body and spirit
66%
Ideas for cooking, baking,
gardening, or crafts
44%
Life on the other side of the crisis
34%
Ideas for the kids while at home
26%
What’s your opinion on advertising during COVID-19?
We also asked our readers to tell us their opinions about what they see brands currently doing, in the media. While ads that are informative, show support for frontline workers, and demonstrate how companies are helping customers receive the highest approval, it’s clear that people are comfortable with brands being present during the COVID-19 crisis, and they should actively continue to maintain their connection with consumers.
Neutral/Somewhat Approve/Strongly Approve of:
Practical information/tipsto help people
Ads that express support for frontlineworkers
Showing response to covid-19 or helping customers
Contacting customers (e.g. email) to inform them on a response
Runningnormal adcampaigns
Promotions/offers/loyalty perks
We also asked our audience about the societal, financial and lifestyle impacts they’re experiencing; who they’re turning to for trusted information about the pandemic, and their opinions about the types of communication that brands currently have in the media.
For more information from this study or the Globe Insiders panel, please contact:
Andrew Consky
Head of Research and Media Insights
aconsky@globeandmail.com
Irene Corke
Manager, Media Strategy Team
icorke@globeandmail.com
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