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.
Com o aumento das dúvidas e preocupações, os australianos estão gastando muito mais tempo on-line com notícias de negócios e conteúdo informativo, além de informações sobre finanças pessoais, enquanto monitoram cuidadosamente a situação, mantêm-se informados sobre as circunstâncias em constante mudança, a resposta do governo e gerenciam suas próprias finanças.
O engajamento com notícias e informações financeiras teve seu primeiro pico em meados de março de 2020, e o aumento foi impulsionado por notícias sobre compras em pânico e a resposta das principais redes de supermercados para dissuadi-las por meio de estratégias como limites de compra e horários de negociação designados para idosos. Desde esses picos iniciais, os acontecimentos noticiosos, como a queda dos preços do petróleo, os preços erráticos das ações, o Job Keeper e outros anúncios de estímulo do governo, a longevidade das empresas fortemente afetadas e os debates sobre a retomada das viagens, do varejo e da hospitalidade, dominaram as notícias.
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
Em março de 2020, o ASX200 registrou seu valor mais baixo em mais de quatro anos; no entanto, durante o trimestre de abril a junho, o ASX200 começou a se recuperar e houve um aumento substancial no preço e no volume negociado.
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.
À medida que o impacto econômico e financeiro da COVID-19 evolui, seus efeitos continuarão a ser sentidos de diferentes maneiras por diferentes australianos, mas principalmente pelas gerações mais jovens.
No entanto, apesar de os consumidores mais jovens serem os mais afetados financeiramente, os australianos de todas as idades continuarão a contar com notícias financeiras e de negócios, finanças pessoais e conteúdo de investimento on-line: as gerações mais jovens estarão mais propensas a procurar se educar, enquanto as gerações mais velhas estarão mais concentradas em gerenciar suas finanças e planejar o futuro.
Sources
- 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.
