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The impact of Covid on Media industry purchasing behaviour

During the initial Covid-19 period, the 15gifts guided selling engine had over 600k conversations with customers looking to buy a media product online across some of the largest media companies in the UK and Europe.

Using these conversations we have a clear understanding of what’s shifting across the industry, how customers are changing the way they purchase, and what they purchase.

In May 2020, 15gifts presented our data analysis in a webinar to client representatives. The key findings of this analysis were:

Behavior patterns fluctuated across the period and beyond. After seeing four distinct stages of customer behaviour during the Covid-19 period, behaviour settled into and emerging ‘new-normal’.  As the UK lockdown was announced we saw a surge in the number of existing customers visiting industry websites, and a strong growth in existing customers seeking out support from the 15gifts guided selling engine.

Conversion and consideration changed. Customers on site when UK lockdown was first announced in March were not committed to buy, but this changed significantly in April and May. Conversion rates increased during the period, and customers took longer considering their purchases.  Once customers had received product recommendations, there was increase in the proportion of them take more than a day to go on to purchase.

Product choice shifted. Customers were thinking single mindedly about their needs, be that TV or Broadband. Customer routines changed, prioritising longer, ‘bingeable’ entertainment. Customers are purchasing Broadband with immediate needs and wants in mind, focusing on productivity and connection.

Tom Cox
Tom is the founder and CEO of 15gifts