We are all struggling to understand what a post COVID19 world will look like. Of course, this phase isn’t even with us yet, but at least we can begin to see what has been impacted and how, with the ease of the lockdown. In this paper, one of the countries that has had limitations eased is Germany – since the beginning of May. We aim to deliver the first observations on the changes (or not) in online behaviours. On observing web navigation data, we can start to draw a comparison between the online behaviour during and after lockdown.
Why was the research conducted?At this stage, main changes in online behaviour are still given by the specificity of the situation: sanitary risk, working in remote styles, release of some past constraints. Hence, it is very likely that online behaviour will change again in the next few weeks according to the evolution of the situation. One counterexample though: the usage of real estate websites which could indicate emerging trends for the next few months in rental or sale of property business.
How was the research conducted?Since 2016, a part of our German panel has accepted to share their navigation/app usage data with us. They all have installed a software/an app which monitors their online activities. Here we use the data collected from March 2020 on. During this timeframe, we used a n=1583 nat rep sample (age, gender).
What are the key findings of the research?At this stage of the crisis, the category of websites which is still negatively impacted by the situation is “dating websites”.
Some websites have been highly visited during lockdown; as the range of possible leisure was pretty limited, easy ways to get entertained are to watch TV shows or movies. As of now, either we have more options to be entertained (typically we can meet friends), or we have to get back to work, there are less visits on entertainment websites than there were during lockdown.
Some industries have been stopped by lockdown. Typically, the travel and tourism industry. With the ease of the lockdown, the situation is getting better, however the thread of the pandemic (and consequently of a second lockdown), is not yet back to normal.
Last but not least: those who took advantages of the crisis and still keep the benefit from the situation. Here we found internet services directly related to the recommendation to work on remote: mediasharing services (wetransfer for instance), video conferences… Less expected – we find real estate websites. Either for leisure, or because lockdown has triggered the need for a different place of residence (lifestyle?), desire to move is still on!