The reduction in mobility of the UK population, due to government-enforced COVID-19 restrictions, is the key factor driving consumers’ new ecommerce and media consumption habits. This is according to new analysis from Enders Analysis and the IPA, published at the IPA EffWorks Global 2021 Conference.
The report, on the theme of ‘living with the pandemic in October 2021’, analyses the economic and structural changes relevant to consumer behaviour at this stage of the COVID-19 journey and is linked with the IPA TouchPoints data on media consumption and industry sources, to help marketers increase the relevance of their communications and better assess their channel preferences.
For marketers to grasp these changes, and their ebb and flow in terms of the opportunities for channels available to them, greater investment is required in tracking high-quality and wider sources of evidence, and that’s among the ambitions of this report.
Says Janet Hull OBE, IPA Director of Marketing Strategy and Executive Director IPA EffWorks: "As the evidence from this report reveals, the UK’s journey through the pandemic continues to wreak profound changes to the way people live, work, shop and consume media, with the majority of consumers expecting the old normal to be postponed for at least six months to a year, perhaps never to return. As the population continues to modify behaviours in response to changing times the onus is on marketers to use evidence-based decision-making to adjust marketing and communication strategies to stay ahead of the curve."Download 'Living with the pandemic in October 2021' for free