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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 on
the economy

Risks to
the elderly

Risks to
healthcare workers

67 per cent 67%

Risks to family
and friends

67 per cent 67%

Small business
collapse

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 on
financial investments

Impact on
retirement savings

Impact on
income

28-percent

Ability to assist
family financially

Ability to meet
monthly 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/tips
to help people

Ads that express support for frontline
workers

Showing response to covid-19 or helping customers

Contacting customers (e.g. email) to inform them on a response

Running
normal ad
campaigns

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

Take the next step.

Get complete information about how our platforms and products will keep you connected to Canada.

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advertising@globeandmail.com 

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