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.
ニールセンについて 疑問や懸念が高まる中、オーストラリア国民は、ビジネスニュースや情報コンテンツ、個人金融情報をオンラインで閲覧する時間が大幅に増えている。状況を注意深く監視し、刻々と変化する状況や政府の対応、自身の財政管理について情報を入手するためだ。
金融関連のニュースや情報への関与が最初に急増したのは2020年3月中旬で、パニック買いをめぐるニュースや、高齢者の購入制限や取引時間の指定といった戦略を通じてパニック買いを抑止した大手スーパーマーケット・チェーンの対応がその増加を牽引した。こうした最初の急上昇以降、原油価格の下落、不安定な株価、ジョブ・キーパーやその他の政府の景気刺激策の発表、大きな影響を受けた企業の長寿命化、旅行・小売・接客業の再開に関する議論（ニールセンについて ）といったニュースの展開が、ニュースを席巻するようになった。
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
2020年3月、ASX200は過去4年間で最低値を記録したが、4-6月期を通じてASX200は回復に転じ、価格と取引量が大幅に上昇した。
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.
COVID-19の経済的、財政的影響が進展するにつれて、その影響はオーストラリア国民によってさまざまな形で感じられ続けるだろうが、特に若い世代はそうだろう。
若い世代の消費者が最も経済的な影響を受けるとはいえ、あらゆる世代のオーストラリア人が、ビジネスや金融に関するニュース、個人金融、投資に関するオンライン・コンテンツを利用し続けるだろう。若い世代は自分自身を教育することに目を向ける傾向が強く、年配の世代は将来のための財政管理やプランニング 。
情報源
- 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.
