Latest marketing and sales stats on COVID-19

In order to give the best COVID-19 response, we’re constantly updating stats for marketing and sales on COVID-19.

Visit the Spanish version here:

Spanish version stats

Consumer trends

In China, consumer online time raised by 21% in February from January

Source: Gartner [How the COVID-19 Coronavirus Has Changed the B2C Marketing Approach in China and What Western Brands Can Learn]. May 13, 2020

Key ascending consumer values are: relaxation, safety, serenity, security and simplicity.

Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020

First two consumer worries are the economy and people acting against the community.

Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020

56% consumers think brands should take the lead in solving key issues.

Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020

69% consumers expect the same from brands as they do themselves.

Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020

56% consumers prefer to buy from companies with personal connections.

Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020

Consumers are experiencing income decreases globally. In a Mc Kinsey survey conducted between March and May 3, 2020, 51% of respondents in Spain have experienced an income decrease in the past 2 weeks. 53% in Italy, 38% in France and the UK, 30% in Germany, 41% in the US, 57% in China and 65% India.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

The crisis is driving strong professional videoconferencing adoption and personal video chatting. New consumers: Spain: 10% professional videoconferencing / 18% personal video chatting. In Italy 11%/8%. Using more than before (on top of new consumers): Spain 14% / 43% / Italy: 10%/15%.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

After COVID-10, consumers expect to come back to the mall significantly less than to the physical store: US -17% less to the mall / 0% less to the mall, Germany -5%/+1%, France -26%/-15%, UK -21%/-12%, Spain -25%/-8%, Italy – 20%/-7%.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

The number of consumers to experience an income decline is steady across the crisis, when the April 16-19 and the April 30 – May 3 periods are compared. In Spain 51%/51%, in Italy 42%/53%

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

The crisis is driving strong professional videoconferencing adoption and personal video chatting. New consumers: Spain: 10% professional videoconferencing / 18% personal video chatting. In Italy 11%/8%. Using more than before (on top of new consumers): Spain 14% / 43% / Italy: 10%/15%

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

At home entertainment is the only category with positive online spend intent across Spain, Italy, France, the UK and Germany. In Italy household supplies and personal care are too. In the UK, France and Germany, groceries are too.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

29% Germans are spending more time outdoors than before the crisis, and 8% are doing more online fitness.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

17% Germans have switched to discount retailers during the crisis, and 15% shopped in non-basics new websites. More Germans intent not to work from home after the crisis than work from home (33%/26%)

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

McKinsey: Belgians find more flexible work options to be the most attractive contactless service option (15%)

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

Pessimism is slightly decreasing in Spain in late May, compared to late April (39% vs 42%), with fewer people feeling their job is at risk (33% vs 40%)

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

In late May, 79% of Spanish consumers believe their finances will be impacted at least for +2 months. In Italy, the figure is a 76%. In France, it’s 67%

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

Closer (41%), less crowded (27%) and cheaper (23%) is what Spaniards are looking for in grocery retailers. For Italians, that’s closer (46%), less crowed (28%) and with less queues (23%). For French consumers, it is closer (39%), less crowded (29%) and cheaper (14%)

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

Late May: Italians remain roughly as pessimistic as in late April (37% /35%), but purchase delay intent has slightly dropped from 44% to 40%.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

Late May: French people are more pessimistic than one month ago (40%/37%) (37% /35%), but purchase delay intent has dropped from 32% to 28%.

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

+40% of Italian consumers are becoming price sensitive. 31% of French consumers intent to spend less money on ‘superficial or irresponsible’ purchases

Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020

in April, in the US, personal income increased 10.5% (monthly rate), disposable personal income increased 12.9% but consumer spending decreased 13.6%.

Source: United States Bureau of Economic Analysis. [US Economy at a Glance]. May, 2020

By May 16th, 27% of US consumers were concerned about making upcoming payments, and 43% were delaying large purchases. Spain: 45% / 42%. Italy: 38%/50%. France: 23%/49%. UK: 21%/39%. Germany: 22%/33%.

Source: Deloitte [Deloitte State of the Consumer Tracker].

Spain ranks as number 1 country in Europe the Deloitte Global Anxiety Index, with 14% of people agreeing with the statement ‘I am more anxious than I was last week’, by May 16th. Number 2 is France with 12%, followed by the UK (9%), Italy (8%), Netherlands (-13%) and Germany (-33%)

Source: Deloitte [Deloitte State of the Consumer Tracker].

Here’s how consumer fall in each emerging personas defined by Deloitte (not mutually exclusive). Stockpilers: UK 41% / FR 24% / GE 31% / IT 42% / ES 29% – Social conscious shoppers: UK 41% / FR 38% GE 27% / IT 34% / ES 48% – Bargain hunters: UK 46% / FR 35% / GE 47% / IT 38% / ES 36% – Convenience seekers: UK 46% / FR 34% / GE 35% / IT 32% / ES 41%

Source: Deloitte [Deloitte State of the Consumer Tracker].

Europeans are relaxing again. On June 13th, 43% of Germans feel less anxious than the week before, 29% of Dutch people, 18% of French people, 6% of Britons, and 2% of Spaniards. 1% of Italians feel more anxious than the week before.

Source: Deloitte [Deloitte State of the Consumer Tracker].

By mid-may 38% of Spaniards still did not intend to go to malls, and 37% to restaurants.

Source: GfK Coronavirus Tracking Pulse España [Coronavirus Tracking Pulse España]., May 14.

9.6% of Europeans spend more than 40% of their income on housing.

Source: GfK Coronavirus Tracking Pulse España [Coronavirus Tracking Pulse España]. May 14.

Only a total of 35% of Spaniards have planned holidays, with 12% that has booked them and 23% that have planned them but not booked. Before the crisis, 84% of Spaniards were planning going on holidays. 42% are decreasing their holiday budget.

Source: YouGov [Vacaciones 2020]., May 12.

McKinsey has classified post-COVID usage intent in 3 buckets: Works for now (Activities that probably will no longer continue), Accelerated Shifts (satisfactory digital replacements with growing adoption), Potentially Here To Stay (Activities that might continue significantly).

Here’s how the key trends related to each bucket, in Spain:

Works for now: children remote learning, professional videoconferencing, video personal chat, telemedicine, online games.

Accelerated shifts: wellness apps, online purchase with instore pick up, adult remote learning.

Potentially here to stay: grocery delivery, store curbside pickup, in-store self check out, watching e-sports, online streaming.

Source: Mc Kinsey[Consumer sentiment during coronavirus], June 2020

French consumers don’t fear back-to-normal activities such as domestic travel, getting together with family or going to hair saloons, all with more than 50% consumers no worried.

Source: Mc Kinsey[Consumer sentiment during coronavirus], June 2020

French consumers intent to increase domestic travel, work from home and shopping online.

Source: Mc Kinsey[Consumer sentiment during coronavirus], June 2020

85% say brands have to solve their problems, and 80% say brands have to solve society’s problems.

Source: Edelman[Barometer Special Brand Trust Report], 25 June 2020

Household income is still decreasing in the Netherlands, with Dutch consumers becoming more mindful on spend.

Source: Mc Kinsey[Consumer sentiment during coronavirus], June 2020

WorldWide, 85% say brands have to solve their problems, and 80% say brands have to solve society’s problems.

Source: Edelman[Barometer Special Brand Trust Report], 25 June 2020

Economy

One month of lock down equals to around 2.5% to 3% GNP yearly loss.

Source: IESE, Professor Nuno Fernandes [The Global Economic Impact of COVID-19: Perspectives on What Lies Ahead]. April, 2020

Whilst short, African countries have allocated a bigger proportion of GDP stimulus than most developed countries.

Source: McKinsey [Africa’s early fiscal stimulus appeared to fall short]. May 13, 2020

There are 59 Mio jobs at risk in Europe, which equals a 26% unemployment rate.

Source: McKinsey & Company [Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

80% of family business in Spain have seen a decrease in their activity, with 42% with drops of more than 60% revenue or unemployment.

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

Half of family business in Spain can afford going on for 6 months, in a survey from IESE published end of May 2020..

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

In Spain, 20% of the HORECA (Hostels, restaurants and caterers) sector will close, with a net loss of the number of business of 10%, as there will also be a 10% of new businesses in the next few years.

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

In Spain, car production will loose 660.000 vehicles in 2020, in a market where more than 80% is exported.

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

Energy demand will drop in Europe by 11%, and 9% in the US. Renewable energy will go on increasing though.

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

90% of fashion Spanish companies will be in a very delicate financial position in 2020.

Source: IESE [El impulso del empleo y el
relanzamiento de la empresa:
Algunas reflexiones para la acción
]. May 28, 2020

In Europe, in June, most sector saw a decrease in employment, with the exception of pharmaceuticals & biotechnology

Source: IHS Markit [IHS Markit Europe Sector PMI®]. 7 July 2020

Markets

WorldWide IT Spending will decline 8% in 2020 due to the COVID-19 impact, to 3.456 Trillion from 3.756 Trillion in 2019. Cloud services will grow by 19%.

Source: Gartner [Press release]. May 13, 2020

IDC is forecasting more IT spend for 2021 than it did before COVID-19 (5% vs 4.7%).

Source: IDC [Press release]. May 13, 2020

81% of CFOs are considering cost reductions in response to the crisis, and 60% say they are planning to defer or cancel investments, particularly in areas such as facilities and capex, operations, and workforce.

Source: PwC [COVID-19 CFO pulse survey]. May 11, 2020

98% of Food & accommodation services companies in Italy are perceiving a negative impact.

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

Industrial production is expected to decrease by 4.5% in 2020 and to increase by 4.1% in 2021

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

Italian exports will decrease by 11.3% in 2020 and then increase by 9.6% in 2021

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

International tourist spend will decrease by 20% in 2020 and 10% in 2021

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

26% of Italian freelancers are seeing an income decrease of more than 60%, and an additional 34% of more than 30%

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

Construction production has gone down by a 14.1% in the Euro area, in March 2020.

Source: Eurostat [Press release]. May 15, 2020

The number of optimist companies is higher than the number of pessimist companies in June, for the first time since the crisis began.

Source: IHS Markti [PIHS Markit Flash Eurozone PMI]. June 23, 2020

NEW: COVID-19 is widening the profitability gap between leading and lagging industries. Semiconductors, Software, Technology hardware amongst the winners’ group, that adds an overall profit of $275 billion per year.  Banks, energy and utilities in the losers’ group, that leaves $373 billion per year behind.

Source: Mc Kinsey [The COVID-19 pandemic is widening the gap between leading and lagging industries]. July 22, 2020

Retail

US retail sales fell 16.4% in April.

Source: The New York Times [Article]. May 13, 2020

Household part of income spent in retail will decrease by 10% in 2021 vs 2019.

Source: Deloiite [Report]. March 17, 2020

On May 19th, there was still between a 6% and a 20% of health retail SKUs in shortage.

Source: Euromonitor [Web page]. May 17, 2020

US 118-year-old retailer J.C. Penney filled for bankruptcy.

Source: The New York Times [Article]. May 16, 2020

Spanish retailer El Corte Inglés has been loaned 1.311 Mio Euros by 14 banks.

Source: El Pais [Article]. April 1, 2020

Retail business loss is highly variable in Italy by macro-region. Whilst in the North-West is about 3.5%, in the South it is about 8.5% in 2020.

Source: Statista [COVID-19 economic impact in Italy]. May 11, 2020

In Spain, there’s been a strong increase in online purchases 1.5 months after the lockdown start, in the following markets: Household and decoration: +77% vs lockdown start (and similar proportion vs 1st quarter), electonics: +63%, fashion + 73%.

Source: GfK [Coronavirus Tracking Pulse España]. May 14, 2020

Employment

55 Mio Europeans hold high risk – proximity – jobs: retail employees, cooks and actors.

Source: McKinsey & Company [Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

15 Mio Europeans hold medium risk – proximity with no interaction – jobs: machine operators, construction workers, psychologists.

Source: McKinsey & Company [Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

160 Mio Europeans hold low risk – low proximity or essential services – jobs: accountants, architects, journalists, ambulance drivers, physicians, policepeople.

Source: McKinsey & Company [Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

15 Mio jobs are at risk in Wholesale & retail in Europe, which means 43% unemployment in the market. 8 Mio in Accommodation & Food (73% unemployment) and 8 Mio in Manufacturing (21% unemployment)

[Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

15-24 aged people account for 41% of total jobs at risk in Europe

[Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

Nearly 27 Mio Americans cannot go back to workplaces unless they find childcare. Proportion is about 12-20%, varying by state.

Source: McKinsey & Company [charting the path to the next normal]. May 2020

Customer service and customer sales account for a 25% of the total number of jobs at risk in Europe

[Safeguarding Europe’s livelihoods: Mitigating the employment impact of COVID-19]. April 19, 2020

Leaders

30% of marketing leaders believe lack of agility and flexibility negatively impacts marketing execution during the pandemic.

Source: Gartner [Press release]. April 7, 2020

By March 28, only 38% of marketing leaders had deployed contingency plans.

Source: Gartner [Press release]. May, 2020

Seat has seen a positive buzz increase of 5% after producing ventilators.

Source: YouGov [Efecto positivo fabricación respiradores por SEAT]. May, 2020

In Europe, the outlook for executives’ home countries has improved over June, from 34% to 45%.

Source: Mc Kinsey [Economic Conditions Snapshot, June 2020: McKinsey Global Survey results]. June, 2020

Only 1% of marketing people think they need a traditional office, 69% say they must have the ability to work remotely, and 56% say they must have non traditional or flexible working hours.

Source: We Are Rosie [The Rosie Report]. 28 May, 2020

NEW: 73% of CMOs expect COVID-19’s impacts to be short in time.

Source: Gartner [The Annual CMO Spend Survey Research 2020]. July 6, 2020

NEW: More Than Half of CMOs Expect a Return to Business-as-Usual Performance in the Next 18 to 24 Months.

Source: Gartner [The Annual CMO Spend Survey Research 2020]. July 6, 2020

NEW: Thirty-three percent of CMOs cite brand strategy as their most vital strategic capability, surpassing analytics in importance.

Source: Gartner [The Annual CMO Spend Survey Research 2020]. July 6, 2020

NEW: ROI, Marketing Qualified Leads and Sales Qualified Leads rank Top the List of CMOs’ Most Valuable Metrics.

Source: Gartner [The Annual CMO Spend Survey Research 2020]. July 6, 2020

NEW: 47% of marketers say that during the pandemic they have been pulled in less meetings than before.

Source: We Are Rosie [The Rosie Report]. July 6, 2020

NEW: 35% of marketers say that during the pandemic they have been putting out less fires than before.

Source: We Are Rosie [The Rosie Report]. July 6, 2020

NEW: 18% of marketing people would not be able to commute to an office.

Source: We Are Rosie [The Rosie Report]. July 6, 2020

In addition, we have created a list of free resources for our clients and prospects in the post COVID-19 and 2021 planning. Book a free brainstorming or workshop now, and download our customised reports and infographics.

Find out more