Young people are looking for space and go on holiday abroad. In their own words, they are also less adherent to the measures. At the same time, they also think ahead, because it is precisely the younger group of consumers (18-34 years) in the Consumer Behaviour Monitor that is looking for a house to buy during this period.
The crowds on the streets are increasing again, advertisements from tour operators (with guarantees!) are in full swing again and the first events have already been organised. Corona seems more in the background. But developments in other countries show that our behaviour can now have a big influence on a possible second corona wave. It is also striking that young people are visibly most 'bothered' by the measures in place and are doing everything in their power to find space for their own lives, both literally and figuratively.
People are looking for entertainment outdoors again
Our nightlife behaviour is still a bit behind the easing. A growing group is looking forward to cultural activities and visits to museums, concerts and theatre (38% of consumers compared to 25% at the beginning of May). But spending in this area is slowly moving to pre-crisis levels. Only among the youngest group of consumers (18 - 34 years old) is the spending pattern in this area almost back to "normal".
More need for corona information because of holidays
Most Dutch people stay in their own country this summer, but the number of young people celebrating holidays abroad is increasing. In the meantime, 22% indicate that they have booked a holiday abroad (compared to 9% a few weeks ago). This is significantly higher than other age groups (7% for people aged 35-54 and 11% for people over 55). This younger target group now also has a greater need for information about corona. This is logical when you consider that local lockdowns take place in some countries and that different rules apply in each country.
Mandy Merks, Insights Consultant at Validators and member of the expert team: 'A great boost for the travel industry. This group with the greater willingness to travel is of course very easy to target, especially when you consider that their social media behaviour is increasing again. But then do some extra information in your communication. Not only offers, but also help people on their way safely'.
Young people get the most exercise
The need for more freedom of movement among the younger target group is also reflected in other areas. In the past two months, for example, the percentage of young people who spend more time on sports has almost doubled to 32%. Especially in the last two weeks, now that the gyms are open again, this percentage increased strongly. Young people also shop more (offline) and have more contact with friends and family, while we do not see this reflected in the other age groups. In the past month, young people have also found it more and more difficult to cope with the limitations of social contact and being able to enjoy themselves.
This urge for contact and need for social activities is also reflected in the fact that this younger group itself indicates that it does not always adhere well to the measures. Especially the 1.5 meter distance rule is less well observed: 64% of the young people indicate to do this well, compared to 84% of the rest of society.
Gijs de Beus, strategist at Friends & Foes and member of the expert panel: 'For the time being it's not going to be much easier when it comes to measures, and perhaps it will become a little stricter when the virus rebounds. So if it can't get any easier, how can you make it more fun? Government and brand communication could respond to this. The latest McDonald's commercial "is at least well versed in that insight.
But the younger group of consumers does not only think about the here and now. It is precisely this group that is now looking further afield. This group saves most of everyone. In addition, the number of people in this group who say they are busy buying a new house in the last month increased from 9% to 22%. Especially for starters with a stable financial and work situation, this is a good time to look for a house. The buying craze is gone and people don't have to visit dozens at a time anymore.
Rob Revet, brand strategist at FNDMNTL and member of the expert panel: 'Now that corona is moving into the background, brands have to keep paying attention. The impact continues to be felt and if you want to emerge from the crisis, you have to continue to respond to it. Mortgage lenders are now shooting themselves in the foot to be more critical of new applications, because the economic outlook is not good. But it is precisely now that you can hold on to starters'.
This article was also published on 16 July on Marketing Tribune.
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