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Covid-19: Consumer trends & insights for Europe - April 29

In this COVID-19 Insights weekly instalment we feature new ‘Isolated Life’ trends around beauty products, updates to home appliances and the health and fitness categories. 

In addition, within our ‘Financial Realities’ section we look at new ways online users are saving money through the decisions they make.
 
These insights help you understand what is important to your audience today and provide you with the information you need to make more informed decisions about how to adapt your marketing strategies in the most effective way.
 

Isolated life


This week, our reports are split in 3 key categories:
 
  1. Health and Fitness EMEA - Spain - Italy
  2. Beauty Products  EMEA
  3. Home Appliances EMEA

In health and fitness, exercise machines have more than doubled in searches over the lockdown period.

In the Home Appliances category, fridge and freezer searches are increasing in all markets as people stock up on food items. Italians are also searching for food makers/processors and the French are increasingly looking for coffee makers since all the cafés are closed.

In the beauty prodcuts category, there has been a steep spike in hair clippers with people taking hair maintenance into their own hands. Our report also shows local nuances within this category:
 
  • French and German users have searched more and more for sun cream
  • UK traffic surged for skin cleaning products and spas
  • Spain make-up products are also increasing in interest


New Financial Realities


Our reports show that consumers continue to find new ways to save money through lockdown especially in the following 4 categories:
 
  1. Autos: New and Used car trends - France
  2. Research & Comparison Sites - UK
  3. Car Insurance - UK
  4. Tech & Telco: Handset and SIM only trends - UK

In the Tech and Telco vertical, used-refurbished phones have received more attention over the lockdown period and a rise in sim-only and pay-as-you-go-contracts is increasing.  Upon further investigation, in the UK, we see consumers researching comparisons more than ever in a bid to find the best products at the best price.    

UK Car Insurance search volume for insurance policies used by younger drivers are declining: Is this due to university and school kids being at home? Meanwhile, searches for bike insurance have risen since mid-February, again, this could be down to the same reason.   

On this note, with all the above in mind, our recommendation is to be cognisant of all these shifts and think about how best to revise and revamp your ad copy. Don’t forget to check out our COVID-19 Hub for more insights.