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.
随着问题和担忧的增加，澳大利亚人正在花费更多的时间上网浏览商业新闻和信息内容以及个人财务信息，他们仔细观察形势，随时了解不断变化的情况、政府的应对措施并管理自己的财务。
2020 年 3 月中旬，对财经新闻和信息的参与度首次飙升，其原因是有关恐慌性购买的新闻以及大型连锁超市通过限购和为老年人指定交易时间等策略阻止恐慌性购买的反应。自最初的飙升以来，油价下跌、股价不稳定、就业保护者和其他政府刺激措施的宣布、受严重影响企业的长期存在以及关于恢复旅游、零售和酒店业的讨论等新闻动态占据了新闻的主导地位。
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 指数创下四年多来的最低值；然而，在整个 4 月至 6 月季度，ASX200 指数开始回升，价格和交易量大幅上升。
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.
随着 COVID-19 的经济和金融影响不断发展，不同的澳大利亚人，尤其是年轻一代，将继续以不同的方式感受到它的影响。
尽管年轻消费者在经济上受到的影响最大，但各年龄段的澳大利亚人仍将继续依赖商业和财经新闻、个人理财和投资方面的在线内容：年轻一代更倾向于自我教育，而年长一代则更注重管理财务和规划未来。
资料来源
- 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.
