- 60% of Spaniards say they have shopped online more during lockdown, consolidating the eCommerce boom and the forced reinvention of traditional retail
- Television was the preferred information channel for 79% of Spaniards during the crisis, followed by online media (62%), radio (32%), and Facebook (23%)
- 54% of Spaniards disagree with the reduction of in-person classes in schools
- More than half of Spaniards believe there is censorship and control over the media and social networks
The start of the nationwide de-escalation plan marks the first step towards a “new normal.” This phase will bring significant changes adopted by citizens in Spain and other countries affected by COVID-19. To better understand the evolution of post-COVID consumer habits, the consultancy MARCO has conducted the ‘MARCO Study on Post COVID-19 Consumer Habits.’ This international survey was carried out among more than 4,500 people across Spain, Italy, Portugal, Mexico, Colombia, and Brazil. One of the main conclusions highlights that 76% of citizens in the surveyed countries have permanently changed their consumption habits.
Consumer habits
The eCommerce boom is here to stay after lockdown. Spain stands out as one of the markets where consumers reported shopping more online during this period, with 60%. This trend is also observed in Latin America (65%) and is particularly notable in Italy (reaching 81%). Similarly, after lockdown, 40% of Spaniards will continue shopping online rather than in physical stores. The upward trend is also evident in LATAM (51%) and peaks again in Italy (82%). Consequently, this growth impacts the retail sector, making online sales and marketing channels a necessary investment. Furthermore, it will lead to the adaptation of a new logistical model for retailers.
Information chanels
During the lockdown period, 79% of Spaniards relied on television for news and updates. Online press followed closely with 62%, ranking second in all surveyed countries. Finally, radio, at 32%, and social media, particularly Facebook at 23%, completed this ranking.
At the same time, there has been a surge in the use of multiple streaming platforms. The most increased in usage were Netflix (52%) and Amazon Prime (41%). Additionally, consumers turned to video games (with 46% of men vs. 31% of women) as one of the main leisure options during the lockdown.
Media nad socia network control
According to the ‘MARCO Study on Post COVID-19 Consumer Habits,’ more than half of Spaniards (54%) believe there has been censorship and control over the media and social networks since the beginning of the health crisis. After LATAM, with 60%, Spain ranks among the countries with the highest perception of media and social media control. Among the six countries surveyed, Portugal was the only one where the population did not perceive significant government control, with only 30% agreeing.
Most Spaniards not only point out media and social media censorship but also criticize the difficulty of work-life balance. More than half of Spaniards (54%) oppose the return to in-person classes for only half of the school hours.Didier Lagae, CEO and Founder of the MARCO communication consultancy and Global and European PR Professional of the Year 2019, highlighted that “the eCommerce boom is here to stay. At the same time, we see that Spaniards feel there is government control and censorship over the media and social networks. Additionally, the survey underscores the dissatisfaction of parents with the measures adopted by the state and the challenges of balancing work and family life.”