While the COVID-19 pandemic is a global health crisis, there is no denying the widespread economic impact that it’s having globally. The almost immediate economic impact has left many consumers—and businesses—facing unexpected challenges, all of which will shape the way they spend and save in the months ahead.
Con l'aumento delle domande e delle preoccupazioni, gli australiani passano molto più tempo online a consultare notizie e informazioni economiche e di finanza personale, per monitorare attentamente la situazione, tenersi informati sulle circostanze in continua evoluzione, sulle risposte del governo e gestire le proprie finanze.
Il coinvolgimento con le notizie e le informazioni finanziarie ha avuto un primo picco a metà marzo 2020, e l'aumento è stato guidato dalle notizie sul panic buying e sulla risposta delle principali catene di supermercati nel dissuaderlo attraverso strategie come i limiti di acquisto e gli orari di negoziazione assegnati agli anziani. Dopo questi picchi iniziali, le notizie sono state dominate da sviluppi come il calo del prezzo del petrolio, l'andamento irregolare delle quotazioni azionarie, gli annunci di stimolo del governo Job Keeper e altri, la longevità delle imprese fortemente colpite e i dibattiti sulla ripresa dei viaggi, della vendita al dettaglio e dell'ospitalità.
Nielsen Digital Content Ratings data reveals that since the federal government first announced stage 1 restrictions on March 23, 2020, Australians spent almost 500,000 hours per week reading financial news and information content online, a 43%1 increase when compared with the same period in 2019 and a 36%2 increase compared with the 12 weeks leading up to the announcement.
Gen Z and Millennials have recorded the highest total time spent on consuming financial news and information across business and personal finance since stage 1 restrictions were first announced. These age groups are most worried about their future, as 13.6% of Australian 15-24 years-olds are unemployed (Australian Bureau of Statistics), and/or they are not eligible to receive government’s subsidies. According to Nielsen Digital Content Ratings data, Australians aged 18-24 are spending 59%2 more time engaging with finance content, and Australians aged 25-34 have seen a 47%2 increase during the same period.
The circumstances surrounding COVID-19 and the new homebody economy has had a profound impact on some of the country’s most iconic and blue chip companies, changing the way that they do business, decreased as well as increased demand, and for many a temporary closure of operations. The effect on these companies is not only felt by their employees, but also on the superannuation and personal investment portfolios of millions of Australians. Australians have increased the time spent specifically on business news content by 38%2
Nel marzo 2020, l'ASX200 ha registrato il valore più basso in oltre quattro anni; tuttavia, nel corso del trimestre aprile-giugno, l'ASX200 ha iniziato a riprendersi e ha registrato un sostanziale aumento del prezzo e del volume degli scambi.
This sentiment is also echoed in the amount of time spent by Australians aged 18+ engaging with online trading content and tools. Whether they are carefully monitoring their existing portfolio, getting a grasp of the market, looking for investment opportunities or snapping up bargain stocks, Australians spent 69%3 more time engaging with online trading content for the Q2 period when compared with the same period in 2019.
The recent drops in share prices have heavily impacted Australian pre-retirees and their future comfort is implicit with the state of the stock market. The decisions that Australians aged 55-64 make today can largely determine the frugality of their retirement. This is evident in the amount of time those aged 55-64 spent engaging with online trading content and tools and during the April-June 2020 quarter. Whether they are carefully managing their portfolios, monitoring the situation or using the opportunity to buy bargain priced stocks, people aged 55-64 spent 84% more time engaged with online trading content and tools during this period.
Con l'evolversi dell'impatto economico e finanziario della COVID-19, i suoi effetti continueranno a essere percepiti in modo diverso da diversi australiani, ma in particolare dalle generazioni più giovani.
Tuttavia, anche se i consumatori più giovani saranno i più colpiti dal punto di vista finanziario, gli australiani di tutte le età continueranno a fare affidamento sulle notizie economiche e finanziarie, sulla finanza personale e sui contenuti di investimento online: le generazioni più giovani saranno più propense a cercare di istruirsi, mentre quelle più anziane si concentreranno maggiormente sulla gestione delle proprie finanze e sulla pianificazione del futuro.
Fonti
- Source: Nielsen Digital Content Ratings, Weekly, WC 23/03/20 – WC 27/07/20 vs. WC 25/03/19 – WC 29/07/19, Finance News & Information Sub-Category, People 2+, Digital (C/M), Total Time Spent, Text
- Source: Nielsen Digital Content Ratings, Weekly, WC 23/03/20 – WC 27/07/20 vs. WC 30/12/20 – WC 16/03/20, Finance News & Information Sub-Category, People 2+, Digital (C/M), Total Time Spent, Text.
- Source: Nielsen Digital Content Ratings, Weekly WC 23/03/20 -26/07/20 vs. WC 30/12/19 – 22/03/20, Finance News & Information Sub-Category Business and Finance Sites, People 2+, Digital (C/M), Total Time Spent, Text.
- Source: Nielsen Digital Content Ratings, Monthly Total, April – June 2019 and April – June 2020, P18+, Digital C/M, Text, Online Trading Subcategory includes all entities measured in all periods, Total Time Spent.
