Home News TAM Ireland Research Shows Comfortable is the New Normal

TAM Ireland Research Shows Comfortable is the New Normal

In the third of its tracker surveys – Reopening Ireland: Phase 3- research by TAM Ireland shows that the number of people who are working full-time at home is significantly more pronounced amongst those aged 18-49 years, and from an ABC1 socio-economic background. These same age cohorts are also more likely to have been furloughed or and recently made unemployed due to the crisis.

When it comes to other aspects of pandemic and its impact on consumer behaviour, the TAM Ireland research also shows that three times as many individuals expect to spend more money as businesses reopen as expect to spend less.

“As has been the case since May, those from a C2DE background are actually more likely to spend more than are ABC1s as businesses re-open,” the research notes

However, with the exception of eating out at a restaurant, which six in ten consumers are planning to do within the next three months, most people suggest that it will be the end of 2020, or early 2021 before they are comfortable re-engaging in significant purchase activity.

When it comes to leisure time, the research also highlights that consumer trepidation is evident when it comes to travelling overseas for a holiday, going to the pub, going to the gym and eating out.

Activities that people are more likely to  have already done, or are planning to do in the short-term include meeting up with family and friends, eating out, shopping for clothes, and holidaying in Ireland, according to the research.

“People are significantly less nervous about meeting up with friends and family, going out to their place of work, and going shopping. Opinion is relatively divided with regard to whether people feel relaxed or nervous about travelling for a holiday within Ireland,” it notes.

The research also notes that two-thirds of us plan to wear a mask when going to shops (66%) while 80% expect a second wave of Covid 19.

Meanwhile, TV Viewing continues to remain solid according to the TAM Ireland research.

“Time spent viewing in March – June is up by over 6% up on 2019,” it notes. “A third of consumers are actively planning their evenings around what is on TV while it also notes that trust in TV advertising has increased throughout each wave of the research,” it says.


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