Download as PDF, PPTX
Uploaded bySimon Bailey
Myanmar Consumer Preference Study over COVID-19
The report analyzes shifts in mobile behavior and consumer sentiment in Myanmar during the COVID-19 crisis, highlighting that 71% of respondents are working from home and many are engaging more with online platforms. Significant trends include a 55% shift to online shopping, increased mobile gaming, and online video consumption. Additionally, consumer trust in social media has declined, and 77% of consumers desire continued communication from brands, focusing on health and safety messaging.
More Related Content
Similar to Myanmar Consumer Preference Study over COVID-19
![[BrandHero] Corona Times](https://cdn.slidesharecdn.com/ss_thumbnails/brandherocoronatimes-200322075944-thumbnail.jpg?width=640&height=640&fit=bounds)
Myanmar Consumer Preference Study over COVID-19
- 1.
- 2. 2 • App Installs •Leads • Ecommerce • Drive-to-store • CDPs • Platforms • Dynamic Creative • Content • Websites & Apps • Programmatic • Mobile Apps • Social - Facebook & TikTok • Video – YouTube & OTT • Influencers • AI & Machine Learning • Dashboards • Strategy/Consulting • In-housing/Training Media Analytics Performance Tech Data Outcomes The market-leading advertising platform in Myanmar Connecting data-driven marketing with business outcomes
- 3. 3 About The Report Asthe Coronavirus situation continues to evolve, people are being encouraged to stay at home in order to ensure their health and safety. Across Myanmar more than 71% of respondents have started working from home and cut back on social and outdoor activities. This report analyzes the shift in mobile behavior and consumer sentiments in Myanmar during the COVID19 crisis. The survey was conducted by Humology across 500 people living in Myanmar with an age range of 18 to 75.
- 4. 4 Shifts in ConsumerBehaviour Game of Phones 34% increase in consumers saying they play mobile games “multiple times per day” Switch to Online Shopping 55% of consumers have shifted purchases from offline to online Work From Home World 71% of consumers are working from home or have reduced office hours Video Streams Become a River 21% of consumers have increased online video viewing since March Social Media Low Trust Social Media ranks lowest in consumer trust during the COV19 situation, behind local and global sites and apps Humology Consumer data 2020
- 5. 5 Social distancing is thenew norm in times of COVID19 70% have cut back on social and outdoor activities across Myanmar 71% 70% 61% 49% 38% Work from home or reduce office hours Reduce outdoor and social activities Cancel vacation plans Cancel work travel plans Start attending online classes Select the following that applies to you in response to the Coronavirus Covid-19 situation Humology Consumer data 2020
- 6. 6 Smartphone usage ispeaking as respondents avoid going outside 86% 87% 23% 25% 16% 80% 65% 29% 30% 16% 82% 60% 33% 16% 6% Smartphone Laptop/Desktop TV Tablet Gaming console Gen Z Gen Y Gen X Humology Platform data 2020
- 7. 7 47% of consumersnow go online multiple times every day - an increase of 41% since COVID19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% After Before Multiple times per day Daily Less than Daily Humology Consumer data 2020
- 8. 8 Consumers in Myanmarspend most of their time watching online video and playing mobile games during the crisis 60% 57% 54% 51% 45% Increase online video streaming Play more mobile games Spend more time on social media Watch more TV Read more news on physical newspapers Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19 situation. Humology Consumer data 2020
- 9. 9 People are connected online24/7 during the crisis Social media ranks 3rd in terms of how consumers across Myanmar are spending their time since COVID19 60% have increased video streaming on Netflix or online TV 57% are playing more games on their smartphones and tablets 51% are watching more TV 45% are reading more news on physical newspapers 54% are spending more time on social media 1st 2nd 3rd 4th 5th Humology Consumer data 2020
- 10. 1 0 64% of consumersnow watch online video every day – an increase from 42% since COVID19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% After Before Multiple times per day Daily Less than daily Humology Consumer data 2020
- 11. 1 1 Online Video streaminghas seen a high number of new app downloads and a large increase in sessions Total Downloads (millions) Total Sessions (Millions) 88 90 92 94 96 98 100 102 104 106 0.65 0.7 0.75 0.8 0.85 0.9 0.95 10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20 Total downloads Total sessions Humology Platform data 2020
- 12. 57% of consumersare playing more mobile games since the outbreak 51% of the mobile gaming audience are female Humology Consumer data 2020
- 13. 1 3 65% play mobilegames every day with a 34% increase in consumers playing multiple times per day 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% After Before Multiple times per day Daily Less than Daily Humology Consumer data 2020
- 14. 1 4 Mobile gaming downloadsand sessions have increased Total Downloads (millions) Total Sessions (Millions) 75 80 85 90 95 100 0 0.2 0.4 0.6 0.8 1 1.2 1.4 10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20 Total downloads Total sessions Humology Platform data 2020
- 15. 1 5 Social media sessionshave increased slightly but downloads are flat Total Downloads (millions) Total Sessions (Millions) 105 106 107 108 109 110 111 112 113 0.76 0.77 0.78 0.79 0.8 0.81 0.82 0.83 0.84 0.85 10/3/2011/3/2012/3/2013/3/2014/3/2015/3/2016/3/2017/3/2018/3/2019/3/2020/3/2021/3/2022/3/2023/3/2024/3/2025/3/2026/3/2027/3/2028/3/2029/3/2030/3/2031/3/201/4/202/4/203/4/204/4/20 Series1 Series2 Humology Platform data 2020
- 16. 1 6 Social platforms likeFacebook are the least trusted media by Myanmar consumers 69% 68% 50% Local Apps & Websites Global Apps & Websites Social Media Where do you look for trusted news and information during the Coronavirus Covid-19 situation? Humology Consumer data 2020
- 17. 1 7 Consumers across mostcategories show increased time spent with Mobile Games, Online Video and Apps 0 20 40 60 80 100 120 140 160 180 Moms Young Males Young Females High Net Worth Chart Title Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps Humology Consumer data 2020
- 18. 1 8 Frequency of onlineusage has increased post COVID Breakfast (6-10am) Morning (10am-12pm) Lunch (12-2pm) Afternoon (2-5pm) Evening (5-8pm) Late Night (8pm-12am) Top Apps Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Peak timings post COVIDPeak timings pre COVID Humology Platform data 2020
- 19. 53% of consumershave added a new app on their smartphone since COVID19 0 1 2 3 4 5 6 or more Humology Consumer data 2020
- 20. 2 0 52% are planningto purchase groceries and household items online Humology Consumer data 2020
- 21. 2 1 Across Myanmar morethan 58% of respondents are planning to shift purchases online 58% 52% 45% 24% Shift more purchases from offline to online Purchase groceries/household items online Increase my usage of food delivery services Purchase more from local stores Select all that best describe your purchase behavior for the next few months Humology Consumer data 2020
- 22. 77% of consumerswant brands to continue communicating during this crisis Humology Consumer data 2020
- 23. 2 3 54% of consumershope to see ads featuring information around product health and safety 77% 54% 38% 23% 21% 18% 17% Keep communicating with consumers Information around product health and safety Compassioate messaging Pause brand communications Information around latest promotions and discounts Right type of humour to lighten the mood Efforts to support local communities What are you expecting from brands in the current COVID 19 situation? Humology Consumer data 2020
- 24. 2 4 40% 39% 25% 23% 23% 15% 20% 25%30% 35% 40% 45% Food & Beverage Travel FMCG Realestate Energy/Oil/Gas Consumers are concerned by brands that appear next to COVID19 content IAS Covid Report data 2020 Food & Beverage and Travel brands top the list of verticals that consumers DON’T want to see adjacent to Coronavirus content
- 25. 2 5 The mobile appecosystem is tailormade for brand suitability Professional Brand-safe environment Exclude UGC Focused & captive audience Increase in consumer time spent
- 26. 2 6 • For thepast 25 years, Ovaltine has been No.1 leading and trusted Malted Food Drink brand in Myanmar. • Over the past few years the business has stagnated due to multiple small players entering the market. Challenge • Create stand-out in the market through a personalized KOL call ad creative. • Bespoke consumer segments including Mothers with kids aged 3 to 12 year old, home-makers and working women • Using data-led usage analysis via our technology platform we identified that whenever moms were able to take break from their duties they enjoyed relaxation through their mobile devices, particularly gaming. • We therefore used: • Contextual targeting • Appographic Targeting and • Time targeting Strategy Case Study – KOL Call OVALTINE Engagement Engagement rate 34% CTR 2.16% Viewability 85% Hours 33,000+
- 27. 2 7 32% of consumersare interested in support from banks and financial institutions 59% 32% 26% 14% Support from government Support from banks and financial institutions) Support from employer Support from friends family What financial support are you looking for over the Coronavirus Covid-19 situation?
- 28. 2 8 What should Brandsdo to address the Fluid Times and Shifts In Consumer Behavior? Stay In Touch Remain calm and continue your communication and engagement with consumers in the right tone of voice. Make consumers feel that you are available and ready in times of crisis. Shift Your Media Understand where consumers are spending more time across apps, online video and mobile gaming. Shift your media plan accordingly. Think Engagement Consumers have more time to spend with you and your brand online than ever before. Ensure you use the right mix of interactive rich media, playable and video formats to give them a reason to engage. This is not a time for static images.
- 29.