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Life after Lockdown – Ready to ReconnectHow do readers feel about the easing of lockdown and which activities are they looking forward to partaking in?Matters Community March 2021
Governments throughout the UK have now announced their “proposed” plans for the easing of lockdown and the steady
return to normal life. With these timelines now in place we wanted to hear what our readers think about them. We
asked members about two key themes:
Throughout the report, whenever ‘plan’ or ‘timeline’ is referred to it, the respondent
will have been thinking about their nations
CURRENT THOUGHTS
Objective:To understand readers’
views towards the easing of lockdown and any feelings this provokes
PREDICTED ACTIONS
Objective:To understand what readers are looking forward to most as restrictions ease and how
lifestyles may change
We wanted to understand readers’ views towards the easing of lockdown and any feelings this provokes,
with a key focus on the following:
1. Do readers agree with the pace of proposed exit plans?
2. How are readers feeling about coming out of lockdown?
3. What, if any, are the main concerns for leaving lockdown?
Current Thoughts
Easing of Lockdown
Source: Life after Lockdown – March 2021Base: All MMM readers (453) / All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)
Arrow denote significance at 95% confidence rate
Q: We would like to know what you think about the proposed pace of lockdown easing. On balance do you think it is…? / To what extent do you trust that the Government will not allow businesses to open until it is safe to do so?
think that the proposed timeline and pace of easing lockdown is right
2 IN 3 AGREE WITH THE PLAN FOR EASING LOCKDOWNReaders also trust that the Government will postpone openings for
safety reasons should it be necessary
Trust in Government Plan
68%
trust that the Government won’t allow businesses to open until it is safe to do so
18-34 - 61%35-54 - 59%55+ - 78%
65%
Arrow denote significance at 95% confidence rate
Q: Which, if any, of the following words or phrases would you use to describe how you feel about the easing of lockdown measures?
3 IN 5 READERS FEEL CAUTIOUS ABOUT LOCKDOWN EASING, Caution is the main feeling felt by readers and is more prevalent in older audiences, this is followed by a mixture of happiness and apprehension
57%
39%
34%
Source: Life after Lockdown – March 2021Base: All MMM readers (453) / All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)
18-34 - 45%35-54 - 58%55+ - 63%
18-34 - 30%35-54 - 42%55+ - 40%
Excited about Lockdown EasingBy age
Source: Life after Lockdown – March 2021Base: All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195) / All MMM readers by gender; Men (210), Women (243)
Arrow denote significance at 95% confidence rate
Q: Which, if any, of the following words or phrases would you use to describe how you feel about the easing of lockdown measures? [Excited]
18-34s AND MEN MORE EXCITED ABOUT LOCKDOWN EASINGOver 2 in 5 18-34s are excited about getting out of lockdown, significantly higher
than any other age group, and men are more excited than women
Excited about Lockdown EasingBy Gender
18-34 - 43%35-54 - 29%55+ - 23%
Men - 33%Women - 27%
Source: Life after Lockdown – March 2021Base: All MMM readers (453)
Q: What are you least looking forward to doing once lockdown measures are eased?
READERS WORRY THAT EASING RULES COULD SET US BACK Any easing of rules could see a surge in virus cases or see some individuals
relaxing the restrictions more than allowed, both potentially resulting in lockdown
Any loosening of restrictions could potentially bring an unexpected surge in COVID-19 cases…
…which could eventuate in another lockdown
Some members of the population may take advantage of the loosening restrictions…
…which could eventuate in another lockdown
“[I’m least looking forward to] the potential for cases/deaths to rise again, resulting in the re-introduction of measures.”
18-34 year old, Female
1 2
“[I’m least looking forward to] it [easing lockdown] being too rushed and we end up going backwards again and potentially stricter
measures again.”35-54 year old, Female
“[I’m worried] that we might go back into lockdown.”55+ year old, Female
“[I’m least looking forward to] people being silly and not observing distancing.”
18-34 year old, Female
“[I’m least looking forward to] people going mad and ruining it for everyone.”35-54 year old, Female
“[I’m least looking forward to] being in the company or just close to people who have not taken any notice of the advice given
by the authorities.”55+ year old, Male
We wanted to understand what readers are looking forward to most as restrictions ease and how lifestyles
may change, with a key focus on the following:
1. What are readers looking forward to doing after lockdown?
2. Is there anything that readers will miss about lockdown?
3. How, if at all, has isolation changed readers behaviours?
Predicted Actions
Feelings towards Easing Lockdown
Source: Life after Lockdown – March 2021Base: All MMM readers (453)
Q: Please state your level of agreement or disagreement with each of the following statements. / What are you most looking forward to doing once lockdown measures are eased?
SIMPLE & NEW OPPORTUNITIES WILL BE MORE APPRECIATEDLockdown has highlighted that simple things shouldn’t be taken for granted,
mainly seeing friends/family, physical contact with others and freedom
41% 36% 28%
24%16%
12%
65%
52%40%
I think I appreciate thesimple things more than I
did previously
I can’t wait to let off a bit of steam
It is more important thanever that I invest in new
experiences
Tend to agree
Strongly agree
Seeing friends and family
Physical contact with others
Freedom of space and time
“Seeing my friends and family and letting them meet my son.”
18-34 year old, Female
“Seeing my friends and being able to hug and kiss them.”
35-54 year old, Male
“Creating memories and having new experiences [with] friends.”
18-34 year old, Male
“Seeing friends and family in any environment.”
18-34 year old, Female
“Seeing and hugging my grandchildren.”
55+ year old, Female
“Being spontaneous and going to a few pubs...”
35-54 year old, Female
“Seeing family and friends without restrictions.”
55+ year old, Female
“Getting out…in an atmosphere of less worry about contact.”
55+ year old, Male
“Just to go anywhere my mood takes me.”
55+ year old, Male
57% long for contact with others more than ever
Activities Looking Forward To
Q: How would you describe your current attitude to each of the following activities? [Looking forward to]Source: Life after Lockdown – March 2021Rebase: All MMM readers (453)
10
73%Visiting beauty spots
65%Getting a hair cut
65%Going to cafés
64%Going to restaurants
63%Going on holiday in the UK
1 2 2 4 5
49%Going on holiday abroad
49%Going to theatre/concerts
48%Going to the pub
47%Hosting parties at home
37%Going to the library
6 6 8 9
ACTIVITIES MOST LOOKED FORWARD EMBRACE SIMPLICITYThe activities readers are most looking forward to are exploring local environments, getting a hair cut and going to cafés and restaurants
76% 76% 75%72% 70%
66% 66% 64% 63%60%
50% 50% 49%
63%
73%68%
63%
55%50% 52%
55%
48%
35%30%
40%
26%
60%
71%
56%59%
69%
36% 38% 36% 38%
21%
14%
28%
13%
18-34 35-54 55+
Feelings towards Easing LockdownBy age - Any Agree
70%64%
52%
63%58%
43%
64%
41%
31%
I think I appreciate thesimple things more than I
did previously
I can’t wait to let off a bit of steam
It is more important thanever that I invest in new
experiences
18-34 35-54 55+
Q: Please state your level of agreement or disagreement with each of the following statements. [Any agree] / How would you describe your current attitude to each of the following activities? [Looking forward too]
Arrow denote significance at 95% confidence rate
Source: Life after Lockdown – March 2021Base: All MMM readers by age; 18-34 (100), 35-54 (159), 55+ (195)
Activities Looking Forward To By age
Going to cafés
Visiting beauty spots
Going to restaurants
Going on holiday in
the UK
Getting a hair cut
Going to the pub
Going to theatres/concerts
Going on holiday abroad
Hosting parties at
home
Going to gym/
exercising
Going to the library
Watching live sports in-person
Playing sport
18-34s ARE MORE KEEN TO LET OFF STEAMThey are also significantly more likely to invest in new experiences and embrace
other activities such as going to the pub and hosting parties
+186%
+257% +277%
+83%
61%55%
39%
68%
49%41%
I think I appreciate thesimple things more than I
did previously
I can’t wait to let off a bit of steam
It is more important thanever that I invest in new
experiences
Men Women
Q: Please state your level of agreement or disagreement with each of the following statements. / How would you describe your current attitude to each of the following activities? [Looking forward too]
Arrow denote significance at 95% confidence rate
Source: Life after Lockdown – March 2021Base: All MMM readers by gender; Men (210), Women (243)
Feelings towards Easing LockdownBy gender - Any Agree
72% 70% 70% 68%
60% 59%56% 55% 53%
40% 40% 39% 39%
74%
60% 58%61%
40%
70%
43% 42% 42%
30%
16% 15%
36%
Men Women
Activities Looking Forward To By gender
Visiting beauty spots
Going to cafés
Going on holiday in
the UK
Going to restaurants
Going on holiday abroad
Getting a hair cut
Going to theatres/concerts
Going to the pub
Hosting parties at
home
Going to gym/
exercising
Playing sportWatching live sports in-person
Going to the library
MEN ARE MOST EXCITED ABOUT ‘NORMAL’ ACTIVITES Besides visiting beauty spots and getting a hair cut, men drive excitement for all activity returns, with holidays abroad and sport being notably of more interest
+33%+150% +160%
+50%
18-34 - 53%35-54 - 32%55+ - 33%
27% 27% 26%
16% 11% 11%
43%38% 37%
I will visit the high streetless than I did previously
Most of my spending ongoods and services will
be online post lockdown
Cash is less important tome
Tend to agree
Strongly agree
Source: Life after Lockdown – March 2021 / MMM Community Poll – February 2021Base: All MMM readers (453) / All MMM readers (140)
Arrow denote significance at 95% confidence rate
Q: Please indicate your level of agreement or disagreement with each of the following statements. / As lockdown restrictions are eased what are you most looking forward to doing?
Shopping for Leisure - Interest Activities Looking Forward To -Shopping for Leisure
Shopping for Leisure - How
1 in 2say that shopping for leisure is
important to them
24%
are looking forward to shopping for leisure when restrictions ease
18-34 - 56%35-54 - 41%55+ - 53%
18-34 - 42%35-54 - 47%55+ - 39%
18-34 - 45%35-54 - 43%55+ - 30%
SHOPPING IMPORTANT BUT HIGH STREET UNDER THREAT1 in 2 say shopping for leisure is important to them but high street is under threat
post-lockdown as consumers are more comfortable shopping online
Source: Life after Lockdown – March 2021Base: All MMM readers (453)
Arrow denote significance at 95% confidence rate
Q: Please state your level of agreement or disagreement with each of the following statements. / What are you least looking forward to doing once lockdown measures are eased?
1 IN 3 WANT ASPECTS OF LOCKDOWN LIFE TO CONTINUEThere are four results of lockdown which readers would like to continue as things open up; less crowding, working from home and less hectic lifestyles
Feelings towards Easing Lockdown
23%
11%
34%
I enjoy my life as it is at the moment and won’t be returning to all of my pre-lockdown routines
Tend to agree
Strongly agree
Overcrowding in Shops Overcrowding on Public Transport
“Fighting crowds in shops.”35-54 year old, Male
“Still cautious about things and mainly getting back onto busy public transport.”
18-34 year old, Male
“I am least looking forward to the overcrowding in retail and leisure areas...”
55+ year old, Female
“Not looking forward to the increase in traffic and public transport passengers.”
35-54 year old, Female
Return to The Office Return to ‘Busy’ Lifestyles
“Going back to the office to work.”18-34 year old, Female
“Back to the fast pace of ‘normal life’.”35-54 year old, Female
“Going back to work in the office all the time.”35-54 year old, Male
“The…hustle and bustle of daily life. I have enjoyed the relative quietness...”
55+ year old, Male
Source: Life after Lockdown – March 2021Base: All MMM readers (453)
Q: Please indicate your level of agreement or disagreement with each of the following statements.
READERS ARE MORE COMFORTABLE IN THEIR SUROUNDINGS1 in 2 enjoy their home more than before the pandemic and
over 1 in 3 enjoy their own company more
Enjoyment of Being at Home vs Pre-Lockdown
enjoy their own home more than they have done previously
Enjoyment of Being by Oneself vs Pre-Lockdown
38%
are more comfortable spending time alone than they have done previously
18-34 - 43%35-54 - 42%55+ - 32%
48% 18-34 - 53%35-54 - 46%55+ - 47%
2 in 3hope to better appreciate the
simple things after lockdown
Cautionis the main feeling when it comes to potential lifting of
restrictions
1 in 3agree with
proposed plans to ease
lockdowns
18-34sare most excited
to get back to the ‘normal’
activities
1 in 3enjoy aspects of their current life more than they
did pre-lockdown
EXECUTIVE SUMMARY
Life after Lockdown:Methodology
S u r v e y : 5 min online survey Readers recruited through Matters Community
F i e l d w o r k : 28th February – 4th March453 respondents
S a m p l e :Data weighted to be representative by age and gender of MMM daily readership
A n a l y s i s :We have analysed the data at a total level as well as delving into key demographic groups
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