A COVID-19 survey is the research lockdown equivalent of baking banana bread

I baked banana bread in week one, in week two I made banana muffins (they were less successful), alongside this, I’ve been working with the lovely folks at Omnisis to find out what people are thinking, and doing, during life in lockdown.

So what did we find out that might be new news in a world where all the news appears to be in some way related to COVID-19?

Our top takeouts are below, or click on the images to enlarge our infographic summaries of general findings and top media behaviours.

  • The UK public expect the lockdown to last until 19th July 2020
  • Someone’s in for a surprise – 76% of women think the divorce rate will rise once social distancing and self-isolation measures are removed, compared to only 64% of men
  • Not all heroes wear capes – Tesco, Netflix and Facebook are the nation’s hero brands, spontaneously mentioned as helping people to get through social isolation
  • Disney+ was in the right place at the right time – since it launched on the day lockdown began, 14% of the UK say they’ve watched Disney+, three times more than have watched AppleTV+ since it launched in Nov 2019
  • 25-34s are trying to better themselves while at home – 3 in 4 are making a conscious effort to be more productive in their free time (72% of 25-34s vs. 63% of all adults), with 85% of this age group interested in watching practical guides on how to do things at home
  • Social media is acting as a force for good – it’s bringing joy to 18-24s (60% say it’s boosted their mood) and inspiring 25-34s (62% say they’ve been inspired by content on social media), Snapchat users are the most likely to report positive effects

Our life in lockdown research also found positivity among the pandemic, with unexpected upsides including revitalising the garden and rekindling romances. One 65 year old male melted my heart when he wrote, ‘now that my wife is home more, surprisingly we’re getting along brilliantly and are becoming closer as the day’s go by.’

There’s plenty more data than reported here so if you have any specific queries get in touch and we’ll see if we have the answer!

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