CANAL+ Advertising has published the results of the second online survey conducted by the VOXCO Institute in the eight countries usually covered by AFRICASCOPE, plus Madagascar.
This survey, conducted between June 15 and July 15, 2020,
follows on from the one we reported
on last May
.
The 1,500 people who completed the online questionnaire answered questions in this second wave on the recovery of economic activity, changes in consumption, e-commerce and delivery services, the role of brands and their communication, and finally the place of television.
Key findings
The average level of optimism about the recovery of economic activity is very high in most countries except the DRC and Madagascar, and to a much lesser extent in Gabon and Burkina Faso. This rather reassuring result shows that, for many respondents, the impact of the health crisis is fading.
Lockdown has also had an impact on how people have changed their consumption of goods and services
- 38% of respondents consumed more e-commerce and/or delivery services.
- Food, hygiene, beauty, and cleaning products, along with phone subscriptions, were the most purchased product categories during the lockdown period.
- The return to normalcy is benefiting product categories such as fashion and travel/vacations.
In terms of brand communication, 87% of respondents expected brands to continue communicating.
The benefits for these brands are manifold:
- Increased purchase intent
- Increased visibility
- Improved image
- Closer connection with the public
Conversely, CANAL+ ADVERTISING found that brands that did not communicate for six months lost 39% of their brand awareness.
The study concludes with a brief argument highlighting the power of TV as a medium, which reaches more than 90% of the population every day, the huge increase in audience numbers during lockdown (media consumed at home), and television's ability to boost brand awareness and make advertising campaigns memorable.
