Ukrainian digital during and after the quarantine — Havas Creative Group research

29 April 2020

The older generation spends more time online, and the smartphone has become a majn tool for information consumption

During the quarantine, a generation of Ukrainians over the age of 40 began spending 39% more time online. Most often people read the news and watch YouTube. This is stated in the study of the first three weeks of quarantine, published by the advertising company Havas Creative Group Ukraine.

Quarantine teens are on the Internet 54% more, and young people under 24 spend online 27% more time. They read and watch the same media their older relatives do. They also play online games.

People spend 55% more time reading the news. Facebook was the main source of news during the quarantine. Now its reach exceeds the audience of news aggregator two times. The top 10 most viewed websites also include Google, Youtube, Wikipedia,, Rozetka and In addition, during the quarantine audience spends 22% more time on social networks.

“We are now seeing an increase in digital traffic , especially on news resources. Electronic entertainment, social networks, online videos and television are also growing rapidly. It is already clear that internet consumption will remain the same for the whole summer,” – comments Anna Nikolaeva, Media Head at Havas Digital Kyiv.

In times of social isolation, the smartphone remains the main electronic device for Ukrainians. Smartphone time has increased by about an hour.

What happens after quarantine?

According to Havas forecasts, the tourism sector will suffer most due to quarantine restrictions. Big logistics and manufacturing are also at a loss, in particular due to a lack of manpower. Ukrainians will stop buying luxury goods because they will only spend money on the essentials.

In marketing, external advertising took the biggest hit.

There will be areas where quarantine restrictions will have a positive impact. In particular, pharmaceutical companies will grow due to the demand for vaccines and antibiotics. Good forecasts are also available for insurance companies that will benefit in the long run because of high public awareness of health issues.

In addition, quarantine has benefited from e-commerce: regular stores will continue to avoid purchases and make purchases online. Also, as people spend more time at home, the online entertainment market will grow.

“At the end of April, we see that some categories that grew in March and early April show a gradual decline. This situation is due primarily to the fact that people have bought a lot in advance, and secondly — there is no flow of money. At least 30% of the population do not have enough money to live without income for more than three months of quarantine. If we do not gradually begin to restore the usual rhythm of life from May 11 — in June we will see a sharp drop in purchasing power,” – says Andriy Krolenko, Managing Partner of Forward Media.

Havas predicts that when quarantine ends, entertainment will not have the same demand as in the beginning. According to the company, the role of news and social content is growing significantly now.

“What I can advise businesses to do is not lose long-term benchmarks. Make the most of your data, track the impact of each communication channel, and project your investment allocation based on that data,” says Yulia Buchak, Havas Helia Managing Director.

The main tips for Havas brands are to continue to maintain brand awareness, focus on post-coronavirus plans, and return to the core brand message not related to the pandemic. According to the company’s observations, consumers are depressed about this and believe brands should not manipulate the situation.

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