COVID - 19 EFFECTS AND IMPLICATIONS PHASE-3 - DAS I ISTANBUL

COVID – 19
EFFECTS AND
IMPLICATIONS
PHASE-3
DAS I ISTANBUL

AUGUST, 2020

TABLE OF CONTENTS

 1 “Covid-19 Status 5 Media & Content

 2 Consumer Reaction to 6 The Role of Brand & Key
 Outbreak Topics

 3 Daily Life and Changing
 Behaviours & Attitudes

 4 Covid-19’s Impact on Purchase
 Patterns

1. COVID-19
STATUS

 3

MAJOR TOPICS THAT WE BELIEVE WILL BE WITH US FOR THE
NEXT MONTHS AND MAYBE EVEN LONGER...

 Uncertainty about the Uncertainty about Uncertainty about Social
 Economy and Spending Health and Hygiene Life & Gatherings

 4

CORONAVIRUS IS CONTINUING ITS SPREAD ACROSS THE WORLD,
WITH OVER 18 MILLION CONFIRMED CASES IN 188 COUNTRIES. MORE
THAN 700,000 PEOPLE HAVE LOST THEIR LIVES.
The WHO says Latin America is the epicentre of the pandemic. Brazil has the second highest number of cases in the world and has
recorded almost 96,000 deaths, while Mexico, the second-most affected country in the region, has recorded almost 49,000 deaths.
Cases are also increasing rapidly in Colombia, Peru, Argentina and Bolivia.

 The World Health Organization's
 (WHO) special envoy David Nabarro
 told the BBC that the virus is capable
 of "surging back really quickly" and
 is "returning all the time".

SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4
 5

DECREASING CASE TREND IN TURKEY STARTED TO RISE AGAIN AFTER
HOLIDAYS IN THE LAST TWO WEEKS.

In Turkey there are 261.194cases
and 6.163 deaths and 239.797
recovered patient.

After Social isolation restrictions
were lifted, the number of cases
have increased. Increasing trend
was observed starting from 4th of
June to 17th of June. During the
mid of summer the downtrend
has started again. However,
holidays have had negative
impact on cases.

SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4
 6

ECONOMIC UNCERTAINTY IS PREDICTED TO CONTINUE GLOBALLY

 Global growth is projected at –4.9 percent in 2020, 1.9 percentage points below the April 2020 World Economic Outlook (WEO) forecast. The
 COVID-19 pandemic has had a more negative impact on activity in the first half of 2020 than anticipated, and the recovery is projected to be
 more gradual than previously forecast. In 2021 global growth is projected at 5.4 percent. Overall, this would leave 2021 GDP some 6½
 percentage points lower than in the pre-COVID-19 projections of January 2020.

 Real GDP growth
 Annual percent change 2020 Projections

 Italy -9.1
 Spain -8.0
 France -7.2
 Germany -7.0
 UK -6.5
 US -5.9
 Turkey -5.0

SOURCE: https://www.imf.org/en/Publications/WEO/Issues/2020/06/24/WEOUpdateJune2020 7

NEW WORDS & CONCEPTS TAKING PART IN OUR LIFE

 «Wear Your Mask»

 Remote Online
 Quarantine
 Working Education

 Pandemic Isolated Epidemic
 QR Menu
 vacation

 Concerts Social Online
 With Car Distancing Meetings

Pandemic
 8

WHAT WE HAVE BEEN THROUGH AND STILL GOING THROUGH.

 Acute Outbreak Adapting to New Normal

 18 March 3 April 16 April
 11 March
 Covid-19 city breakdowns were Layoffs were banned for 3
 The Minister of Health First person, 86 years old
 announced. 8.852 people were months. Government support
 announced the first case of man died because of
 confirmed as Covid-19 positive for workers taking unpaid
 corona virus. Covid-19.
 in Istanbul. leave.
 12 March 21 March 6 April 20 April
 President Recep Tayyip Erdoğan 4 days of lockdown was
 Schools were vacationed due Lockdown was declared on declared. 23th to 26th of April
 people over the age of 65. banned sales of masks,
 to the corona virus. were curfewed. This is the
 government would give free
 masks to everyone for support. longest lockdown of Covid-19.
 15 March 25 March
 Schools were vacationed
 Umrah passengers (10K
 until April 30. 10 April 29 April
 passanger) quarantined in
 Ankara. Lockdown was declared for the Ziya Selçuk announced
 27 March weekend for the first time. that remote education is
 16 March extended until 31 May.
 Intercity transportation
 is restricted.
 12 April 3 May
 Entertainment places and Süleyman Soylu resigned after the For the first time, number of
 cafes have been temporarily 29 March reactions to the management of healed patients exceeded the
 closed. Restrictions were the lockdown but resignation wasn’t
 Total death number number of existing Covid-19
 applied to mosques, as well. accepted by President Erdoğan.
 passed 100 people. patients.
 9

AT SOME POINT, NEW NORMAL HAS ARRIVED.

 4 MAY 5 MAY 10 MAY 11 MAY

 Covid19 guide was Single-double plate Going out for 4 Barbers, hairdressers,
 prepared by restriction for taxis hours permisson beauty salons and
 Turkey's health lifted was given to over shopping malls
 ministry the age of 65 opened

 9 JUNE 1 JUNE 27 MAY 20 MAY 13 MAY

The closing time of The number of pandemia The ban on entry and exit to 13 Banners were posted in the Going out permission
restaurants and hospitals has been reduced and cities has been lifted. These workplaces, the status of the was given to under
cafes has been normal operation has been re- cities are: Kayseri, Aydın, place, the working hours the age of 20
extended from opened. Travel limit has been Antalya, Muğla, Mersin, and the maximum number
22.00 to 24.00. removed. Curfews have been Mardin, Şanlıurfa, Gaziantep, of people who can coexist
 lifted. Restaurants, cafes, Erzurum, Van, Diyarbakır, has clarified on this posters.
 swimming pools, spas, beaches Ordu, Trabzon. HES sysyem started.
 were opened.

 27-28 JUNE 1 JULY 17 JULY 1 AUGUST 24 AUGUST

Higher Education Health workers were given a day Removal of Social security Opening of private and public education
Institutions Exam off. Nurseries are opened. Wedding restrictions on audits are resumed institutions (kindergarten, primary
 halls were opened with the termination of school, secondary school, high school) in
 condition of not exceeding 25% employment or the last week of August, with make-up
 capacity. Cinema, theater and show service contracts education for the 2020-2021 academic
 centers were opened. year.
 10

WITH THE COMING OF NEW NORMAL, PEOPLE SEARCHED FOR
 A SAFER OUTDOOR ACTIVITY.

Source: Google Trends 11

APPROXIMATELY 30 MILLION CONTENT WERE SHARED ABOUT COVID-
 19 DURING THE PERIOD OF ACCUTE OUTBREAK, ADAPTING NEW
 NORMAL AND NORMALISATION PERIOD.

 Twitter became one of the main sources in the whole
 Covid-19 time. Health Minister’s active Twitter usage
 Total Mentions Unique Authors one of the reason of it.

 29M 8M
 Pagetype Breakdown
 30M

 25M
Mention Volume

 20M

 15M

 10M

 5M

 0
 Twitter News Forums YouTube Blogs Instagram Reddit Facebook Review

 SOURCE: Brandwatch 12

Mention Volume

 100k
 200k
 300k
 400k
 500k
 600k
 700k
 800k

 0
 9 Dec
 12 Dec
 15 Dec
 18 Dec

 recovery phase.

 SOURCE: Brandwatch
 21 Dec
 24 Dec
 27 Dec
 30 Dec
 2 Jan
 5 Jan
 8 Jan
 11 Jan
 14 Jan
 17 Jan
 20 Jan
 23 Jan
 26 Jan
 29 Jan
 1 Feb
 4 Feb
 covid-19» are decreasing whil we’re enterinhg to the

 7 Feb
 10 Feb
 Mentions which are related directly with «coronavirus or

 13 Feb
 16 Feb
 STARTED TO DECREASE.

 19 Feb
 22 Feb
 25 Feb
 28 Feb
 2 Mar
 5 Mar
 8 Mar

 First COVID-19
Case in Turkey
 11 Mar
 14 Mar
 17 Mar
 20 Mar
 23 Mar
 26 Mar
 29 Mar
 1 Apr
 4 Apr
 announced

 7 Apr
 First death case

 10 Apr
 13 Apr
 16 Apr
 19 Apr
 22 Apr
 25 Apr
 28 Apr
 1 May
 4 May
 7 May
 10 May
 13 May
 16 May
 19 May
 22 May
 25 May
 28 May
 31 May
 3 Jun
 6 Jun
 9 Jun
 12 Jun
 the number of cases.

 15 Jun
 18 Jun
 21 Jun
 24 Jun
 PEAKED DURING THE ACUTE OUTBREAK, THE CONVERSATION

 27 Jun
 30 Jun
 3 Jul
 6 Jul
 9 Jul
 Normalisation

 12 Jul
 15 Jul
 18 Jul
 21 Jul
 During the normalisation period, eventhough the

 24 Jul
 Covid – 19 number of cases mentions

 27 Jul
 30 Jul
 2 Aug
 conversation strated to decrease, most prominent topics is

 5 Aug

COVID-19, MOSTLY HAS OCCUPIED OUR TWITTER AGENDA AT THE
 BEGINNING. AFTER PEOPLE STARTED ADAPTING TO NEW NORMAL,
 SOCIAL PROBLEMS AND ENTERTAINMENT TOPICS RETURNED TO OUR
 AGENDA.
 Acute Outbreak Adapting New Normal

 Normalisation

 Eventhough case numbers worried Twitter
 users, people continued to share social and
 entertainment contents more.

 14
 14
SOURCE: https://platform.datorama.com/external/dashboard?embedpage=f98cf2fb-520f-474c-a126-d11a6a46fff4

2. CONSUMER REACTION TO
OUTBREAK

 15

CONCERN TOPICS: THE WORSENING OF THE ECONOMIC SITUATION
 CREATES MORE ANXIETY THAN THE POSSIBILITY OF THE SECOND
 WAVE

60,00%
 %44 %57
50,00%

40,00%

30,00%

20,00%

10,00%

 0,00%
 Ekonomik durumun kötüye İkinci dalganın olmasından oldukça Gelecek hakkında oldukça endişeliyim Bu durum beni ve ailemi finansal Koronavirüs gündemi günlük hayatımı Şu anda içinde bulunduğumuz durum Kendime ne kadar dikkat edersem
 gitmesinden ve işsizliğin artmasından endişeleniyorum anlamda daha dikkatli olmaya ve etkiliyor beni oldukça endişelendiriyor] Şu edeyim hastalığa yakalanacağımdan
 endişeleniyorum önlemler almaya zorladı anda içinde bulunduğumuz durum korkuyorum
 beni oldukça endişelendiriyor
 Kesinlikle katılmıyorum Katılmıyorum Ne katılıyorum ne katılmıyorum Katılıyorum Kesinlikle katılıyorum

 The main reason for the increasing anxiety
 for the future is financial uncertainty «The current situation we are in worries me a lot»
 Although people are afraid of financial uncertainty and the deterioration of the
 economy, they rely on themselves when it comes to hygiene and self %70 %85 %73
 protection. Those who pay attention to their personal hygiene are less afraid of
 getting sick.
 1. Wave 2. Wave 3. Wave
 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q1- Below are some expressions of people's concerns about covid-19. Please indicate your rate of agreement with the sentences in each line?)
 16

CONSUMERS MOSTLY HAVE ANXIETY ABOUT ECONOMICAL SITUATIONS. AND
THERE IS ONE IMPORTANT QUESTION IN MINDS: HOW WILL THE PERSONAL
FINANCE SITATUATION BE AFFECTED WHEN ALL THE WORLD GET THROUGH
THE PANDEMİC PERIOD?

Economical rescession is the key point (%82) that worries consumers. %80 is also worrying for financial security.
Fearing for second wave (%77) is the third anxiety reason which sums up the situation best for us. The pandemic hasn’t over yet and
more than half of consumers forecasting it will be continuing at least 5 months, despite every normalization and distant socializing
rules we’re expecting for second wave.

 82%
 80%
 77%
 75%
 73%

 51%

 Economic recession Financial security Second Wave Overall anxiety Future Impact on health

SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q1- Below are some expressions of people's concerns about covid-19. Please indicate your rate of agreement with the sentences in each line?) 17

MONETARY SIDE OF PROBLEMS
 35,00% %43 Generation Z
 30,78% %66 Baby Boomers
 30,00%

%57 The epidemic affected my income. 25,00%

 20,00%
 The epidemic did not affect my income 17,50%
%27 right now, but I expect it to affect in the
 15,00% 13,66% 13,31%
 future.
 I don't think the outbreak will have an 10,00%
 %13 impact on my income.
 7,55%
 6,42%
 5,43%
 4,11%
 5,00%
 1,24%
 %3 I have no idea 0,00%
 Bu soru bana Daha önceki Çalışma İşimi Ücretsiz izine Diğer Daha önceki Alacağım Şirket yan
 uygun değil gibi çalışmaya saatim ve kaybettim çıkarıldım gibi zam/bonus hakları
 devam aldığım ücret çalışıyorum ertelendi kaldırıldı
 ediyorum azaltıldı ancak evden
 çalışıyorum

The pace of work has not decreased, but customers have.

57% said that their income was affected due to the outbreak, while 17% said that they continued to work as before to
make money in the worsening economic conditions. In addition to financial deterioration, this situation leads to a
decrease in living standards and a decrease in trust in the work.

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Left Q2- When considering personal or household income, which of the following statements best describes your current situation?, Right Q3- How has Covid-19 affected your business?)
 18

WHEN IT COMES TO THE SECOND WAVE THE MOST FREQUENTLY
 ASKED QUESTION IS WHEN IT WILL BE?
 Consumers think that Autumn will be very dangerous for Covid-19. It is thought that The Second Wave will be encountered
 during the Autumn. It can be say that consumers will be more anxious during the Autumn. It is important to give supportive
 messages. Especially supporting messages with solid informations.

 3500

 3000
 Mention Volume

 2500

 2000

 1500

 1000

 500

 0
 Autumn Winter

Source: Brandwatch 19

KEEPING THE SOCIAL DISTANCE IS THE KEY

70,00% The panic caused by the pandemic is still not dampened. While daily
 cases and death numbers are followed closely; It seems that people aged
60,00% 56-80 are relatively more sensitive about the rules of social distance.

 In addition to this, although following the social distance rules makes
50,00%
 people comfortable, being away from their loved ones creates sadness
 and longing. Those who say they understand the value of their loved
40,00% ones are 24%.

30,00%

20,00%

10,00%

 0,00%
 Sosyal mesafe İnsanlar dışarda Hala günlük Sosyal mesafe Kendim ve Gelecek Kısıtlamalar ve Ailem ve Pandemiyle Bu durumun Sosyal izolasyon Sürekli aynı Günlük Salgını Sosyal izolasyon Istediğim
 ve kalabalık bana vaka sayılarını ve hijyen sevdiklerim hakkında istediğim gibi sevdiklerimin birlikte artık akıl döneminde evde vakit hayatıma atlattığımızı döneminden yerlere
 yerlerden yaklaştığında ve ölüm kurallarına hakkında umutsuz ve hareket değerini anladım bugünümü sağlığım ve edindiğim yeni geçirmek ailem, adapte oldum düşünüyorum önceki çoğu gidiyorum ve
 kaçınma araya mesafe sayılarını uymayan endişeli stresli edememekten ve daha bağlı yaşamaya daha dengem davranışları ev arkadaşım ve ve virüsün ve yakın davranışıma istediğim şeyleri
 konusundaki koyuyorum yakından takip insanlar hissediyorum hissediyorum sıkıldım hissediyorum fazla üzerinde devam partnerimle etkisini günlük zamanda yani eski kendimi
 farkındalığımı ediyorum gördüğümde odaklandım belirgin etkileri ettiriyorum ve ilişkimi zorluyor yaşantımda çok tamamen alışkanlıklarıma kısıtlamadan
 sürdürüyorum sinirleniyorum var bunlardan zevk hissetmiyorum biteceğinden geri döndüm. yapıyorum.
 ve buna göre ve uyarıyorum almaya umutluyum
 hareket başladım.
 ediyorum

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q5- Can you indicate the expressions that best determine your mood and general behavior as you enter the new normal period?)
 20

IN THE MIDST OF THE NORMALIZATION PROCESS, ANXIOUS EXPRESSIONS
 DECREASED. HOWEVER, IT HAS INCREASED AGAIN WITH THE RISE OF CASE
 NUMBERS DUE TO HOLIDAYS AND NEGLECTION OF PRECAUTIONS
 350k During the normalization period; mostly happy, smiling
 300k laughing emojis have been used. Happiness of re-socialising
 Mention Volume

 250k again and humorous contents are the reason behind it.
 200k
 However;
 At the begging, consumers have some concerns as well. With
 150k
 the Bairam greetings and crowded holiday places have caused
 100k
 increasing in concerns.
 50k
 0
 Covid 19 - Covid 19- Covid 19 - Covid 19 - Covid 19 - Covid 19 - Covid 19 -
 ❤️ 

 40k

 35k

 30k
 Mention Volume

 25k

 20k

 15k

 10k

 5000

 0
 11 May 18 May 25 May 1 Jun 8 Jun 15 Jun 22 Jun 29 Jun 6 Jul 13 Jul 20 Jul 27 Jul
 21
Source: Brandwatch

SOCIAL DISTANCE AND HYGIENE ARE THE PRIORITY
 AMONG THE MEASURES THAT CAN BE TAKEN AGAINST THE VIRUS,
 THE FIRST METHOD THAT COMES TO MIND AND THE MOST APPLIED
 ONE IS HAND DISINFECTION
 %70 %67 %65 %65 %64
When I go out, I am not I disinfect myself when I I often change the mask I I pay attention to hygiene I often wash my hands at
going to places that are come home from outside use at home home or out
 crowded

 %62 %56 %52 %47 %39
I regularly disinfect my I prefer to spend time I clean the products that I definitely carry my hand I don't eat out, I take my
 hands when I go out outdoors, in the park and come the house from sanitizer with me own food that I prepared at
 on the beach rather than outside home.
 indoors.

 %29 %26 %10
 I prefer to go to places
 where I am confident in I'm supplementing I work remotely / from
terms of cleanliness and vitamins for my immune home
 hygiene for travel and system
 vacation

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q6- What precautions do you take for coronavirus in the new normal period?)
 22

The anticipation of how long the
 pandemic will last causes anxiety

 %49 more than 5 months %6 in 2-3 months
 «When will the COVID-19 %23 I don’t think it will end
 %1 in 3-4 weeks
 epidemic be over?»
 %12 in 4-5 month
 %1 in 1-2weeks
 %9 I’ve no idea

SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q4- When do you think the epidemic would end completely in Turkey?)
 23

WHEN THE NUMBER OF CASES INCREASE, PEOPLE’S BELIEFS THAT
THE OUTBREAK WILL END DECREASE
 1800

 1600

 1400
 Mention Volume

 1200

 1000

 800

 600

 400

 200

 0
 1 Jun 8 Jun 15 Jun 22 Jun 29 Jun 6 Jul 13 Jul 20 Jul 27 Jul 3 Aug

 Consumer’s despair and anxiety are correlated
 with the number of cases. It is important to
 touch these feelings to be able to communicate
 more sincerely. Also, it is crucial to reach the
 consumer in real-time especially in times where
 there’s no hope.

Source: Brandwatch 24

3. DAILY LIFE & CHANGING
BEHAVIOURS

 25

NOW THAT IT’S SAFER TO GO OUT, MEETING WITH FRIENDS OUTDOOR
 IS INCREASING AS THIS WAS THE MOST MISSED ACTIVITY
 It is observed that activities such as online theater, online concerts, and digital museums, which increased during
 the isolation period, started to decrease after the isolation.
 As a result, after the isolation period, fears did not end, and personal hygiene and cleanliness also increased.
 %55 Gen Z The use of social media continues to increase after the quarantine as in the pandemic process with 44%.

 60,00% %40 Gen Z
 50,00%

 40,00%

 30,00%

 20,00%

 10,00%

 0,00%

 İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı- sürdürüyorum
 İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum Seçenek benim için uygun değil

SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q10- Can you mark the change rate of your activities in the new normal period after the epidemic compared to the previous period? 26

EVEN IF WE’RE FREE TO GO, WE’RE HOLDING ON SOME «OLD» HABITS
 Going to shopping malls less
 %75

 Using less public transport
 %69
 Less is more

 Going to the stores less
 %65 While those between the ages of 58-80 are
 While the distribution of women and men is
 equal in those who say that they will go to in the risk group, they say that they will
 Going to fast food stores less shopping centers less, the majority is in women not use public transportation as much as
 %64 who say they will go to stores less. %64 of before.
 attendees stated that they prefer online and
 Going to restaurants less mobile shopping because of pandemic. Gym memberships do not encounter
 %62 cancellations as much as expected.
 Although it is not as crowded as the shopping
 Going to cinema less %59 center, shops are also not preferred for all types
 of products as before.

 Going to bars/pubs etc less
 %53

 Cancelling gym membership %30

 None
 %9

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q11- 1 When you think of the social isolation period, which of the following behaviors that appear in this period will be the new normal and will apply to you in the next period?)
27 27

IT’S 2020, WE ARE AVOIDING RISKS AND SAVING MONEY NOW
In the normalization process after the pandemic, it is seen that people try to avoid risks as much as possible, as well as their need for a sense of unity
and solidarity. It is thought that they were caught off guard, and 66% said they would start saving after the pandemic.
58% of those who do not intend to leave the country after the pandemic because we are one of the countries that are relatively less affected.
Concepts such as moving out alone and leaving the family are avoided. A few reasons for this are economic uncertainities, longing for
affection and such.
Due to economic uncertainties, serious steps such as taking a career break, bringing children to the world, changing careers are intimidating
people.

 66,32%
 58,07% 55,80% 53,89% 52,45% 52,43%
 46,77% 45,63%
 42,82% 40,87% 39,02%
 35,89%
 30,59%
 24,03% 26,47% 23,97% 23,10%
 20,41% 18,01% 18,55%
 17,19% 14,52% 15,23% 15,12% 12,54%
 3,51%

 Düşünmüyorum Düşünüyorum

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q13- How has the coronavirus outbreak changed your approach to the options below?)
 28

TRAFFIC RATES ARE INCREASING DAY BY DAY WITH THE TOTAL
 NUMBER OF VEHICLES AND POPULATION ON THE ROAD

 According to TÜİK in May, 52 thousand 80 vehicles were registered
 to traffic.

 At the same time, it is observed that the crowd of people on the streets
 is increasing day by day with the data received from the UYM.

 34.4% of the daily average population (5.343.61 people) went out on the
 streets in Istanbul between June 1-5.

 People on the Streets

 March April May June (1-5)

 16% 20% 24% 45%

Source: https://www.tomtom.com/en_gb/traffic-index/istanbul-traffic/#statistics
Source: UYM 2020, TÜİK 2020 29

THE FIRST CONDITION FOR SOCIALIZING: TO STAY AWAY FROM
CROWDED AREAS
In the normalization process, top 3 occasions that people feel comfortable in the current
situation are; Although people think that they can
 protect themselves, their anxiety for
• Socializing in areas such as parks (47%), loved ones continues. Those who
 don’t have an idea about when
• Meeting with friends / family face-to-face (42%),
 they can easily send their
• Meeting with friends / family at home (39%) children back to school are 43%.
 However, crowded environments continue to be a cause for concern. It is said that especially
international travels, gyms, concerts, events, etc. will not be preferred before the epidemic ends.

 50,00%
 45,00%
 40,00%
 35,00%
 30,00%
 25,00%
 20,00%
 15,00%
 10,00%
 5,00%
 0,00%

 Şu anda yapıyorum 1-2 hafta sonra 2-3 hafta sonra 1 ay sonra 2-3 ay sonra 4-5 ay sonra 6 aydan daha uzun bir süre sonra Salgın bittiğinde/aşı bulunduğunda Bilmiyorum

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q12- When will you feel comfortable doing the following activities in this period where social isolation and restrictions are gradually decreasing?)
 30

CONCERT FUN IS WHERE YOU PARK IT

During the adaptation of new normal consumers tried to feed their concert need with live concerts. With the normalization,
car concerts have entered our lives. While some consumers want concerts to become widespread, some complain about the
high prices. Some of them suffering from not having a car!

 31

WITH THAT MOTIVATION, WE SEE THAT PARKS & OUTDOOR SPACES
ARE THE NEW SOCIALIZING AREAS

 In the quarantine period, one of the things that the consumer missed
 the most was nature, parks, sea sides etc. In fact, this feeling of missing
 nature has caused increasing the consumer's interest in the garden balcony
 increased. Because of this, after restrictions lifted consumer find themselves in
 the parks, public gardens etc.

 The crowd in the parks found wide coverage on social media agenda.

SOURCE: https://www.google.com/covid19/mobility/
SOURCE: Brandwatch 32

THE CONSUMER WHO STAYED AT HOME FOR A LONG TIME HAVE
 PREFERRED TO GO TO THE SEA SIDES AND PARKS AFTER THE BANS
 WERE LIFTED

 Both Google searches and Web mentions peaked in
 the first week of June. Moda sahili, Caddebostan
 Sahili the most mentioned ones. After the ban was
 lifted, the crowd in these places drew attention.

 Bostancı Sahili
 Florya Sahili 4%
 8%
 Caddebostan Sahili
 Moda Sahili
 Bebek Sahili
 Florya Sahili
 Bostancı Sahili
 Caddebostan
 Sahili
 35%

 Moda Sahili
 47%

 Bebek Sahili
 6%

 33
Source: Brandwatch & Google Trends

WHEN IT COMES TO TRAVELLING BY CAR, CAR RENAL MENTIONS HAVE
INCREASED COMPARE TO LAST YEAR. IT CAN BE INTERPRITED AS
THOSE WHO CAN’T AFFORD A CAR AND DO NOT PREFER TAKE PLANE
OR BUSES TEND TO RENT A CAR
 Car Rental
 33500

 33000

 32500

 32000

 31500

 31000
 2019 2020

 Garenta

 Enterprise
 Yolcu360
 Tiktak
 Moov

Source: Brandwatch & Google Trends 34

ALTERNATIVE TRANSPORTATION METHODS ARE ON THE RISE.
 BICYCLE MENTIONS INCREASED %76 COMPARE TO LAST YEAR

Brandwatch
 Bisiklet
 30000
 Elektrikli Scooter
 25000

 20000

 15000

 10000

 5000

 Google Trends 0
 2019 2020

 35
Source: Brandwatch & Google Trends

GOING ON A HOLIDAY WAS ONE OF THE HOTTEST TOPICS, WITH
ARRIVING OF NEW NORMAL, CONSUMERS STARTED TO PLAN A
VACATION BUT KEEPING IN MIND THE HYGIENE RULES

Source: Brandwatch 36

STAYING AWAY FROM CROWDED PLACES IS THE MAIN MOTIVATION
REGARDING TO CONSUMERS’ HOLIDAY PREFERENCES. ISOLATED
PLACES ARE THE TREND DESTINATIONS. PERSONAL VEHICLE USAGE
IS THEIR SAVIOUR!

 %67 Baby Boomers
 The average age of those who postponed the holiday is high
 54,54%

 Although the vast majority say they will not plan a holiday before the
 %24 Baby Boomers pandemic ends, it is also seen that those who are convinced that
 adequate measures have been taken can make a vacation plan
 because the lockdown took a long time.
 32,47% %43 Baby Boomers
 27,70%

 17,60%
 15,02% 13,88%

 8,33% 7,28% 6,69%
 4,12% 3,39%

 Salgının tamamen Çok kalabalık olmayan, Yurtiçinde uçak veya Gerekli tedbirlerin alınması Salgının tamamen Yazlığıma gitmeyi tercih Çok uzun süre hayattan Salgının tamamen Oteller kapasitelerini yarı Yat kiralamayı daha uygun Salgının tamamen
 bittiğinden emin olana daha sakin bir tatil otobüs ile seyahat etmek durumunda uçak bittiğinden emin olana ediyorum koptuğumuz için tatilimi bittiğinden emin olana yarıya indirdikleri noktada buluyorum bittiğinden emin olana
 kadar tatil yapmayı lokasyonu tercih ediyorum yerine özel aracımla veya kullanmanın sakıncalı kadar yazlık ev kiralama bildiğim ve sevdiğim kadar sadece kamp güvenliler, orada kalmak kadar sadece karavanda
 düşünmüyorum araç kiralayarak sehayat olduğunu düşünmüyorum fikrine daha sıcak yerlerde yapma konusunda yapacağım için bir sakınca kalacağım
 etmeyi tercih ederim bakıyorum bir kısıtlama görmüyorum
 hissetmiyorum

SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q7- Can you mark those you agree with the following statements about traveling / vacationing?)
 37

ALTHOUGH HOTELS ARE STILL DOMINANT AMONG THE HOLIDAY
OPTIONS, THE DECLINE COMPARED TO LAST YEAR IS REMARKABLE.
ON THE OTHER HAND, THERE IS AN INCREASE IN THE MENTIONS OF
CARAVAN-CAMP, YACHT RENTAL, VILLA RENTAL
 At the beginnig of the summer, increasing in searching of caravan-
 camping, yatch rental and villa rental come to the fore.
45000
40000
35000 It can be said that with this normalization period, the concept of
30000
25000
 «isolated holiday» concept has entered our lives. There is a
20000 conspiuous increasing in isolated vacation mentions.
15000
10000
 5000
 0
 Otel karavan / Yat & Tekne Yazlık / Villa izole tatil
 kamp Kiralama Kiralama
 2019 2020

 Yat ve tekne kirlama
 Karavan
 Villa kiralama
 Kamp Yazlık kiralama

 Source: Brandwatch
 38

WHEN WE ANALYSE THE TRAVEL TRANSPORTATION PREFERENCES,
 IT IS SEEN THAT THE TRAVEL BY CAR HAS INCREASED COMPARED
 TO 2019. TRAVELING BY BUS AND TRAVELING BY PLANE MENTIONS
 DECREASED COMPARED TO 2019
70000
 Hygiene and safeness concerns are two important reasons behind
60000 this.
50000

40000

30000

20000

10000

 0
 Araba ile Yolculuk Otobüs ile Yolculuk Uçak ile Yolculuk

 2019 2020

 39
 Source: Brandwatch

ROAD PLAYLIST IS A MUST WHEN IT COMES TO TRAVEL.
WITH THE LONG JOURNEYS, BOTH MUSIC LISTS AND PODCASTS
GAINED MORE IMPORTANCE

 After analysing #nowplaying hashtag, it is seen that the
 nostalgia trend continues during the journey as well.
 Cem Karaca, Sezen Aksu, Barış Manço, Tarkan, Mor ve
 Ötesi, Sagopa Kajmer are the most played ones.

Source: Brandwatch
 40

«WHILE THERE IS LIFE, THERE IS HOPE»
 -STEPHEN HAWKING

 Having control over something makes people feel safe
80,00%

70,00% Although the global pandemic has influenced the whole world and has
 created a great panic atmosphere, people's hopes are not exhausted.
60,00%
 73% said they wanted the vaccine to be found in order to feel safe; 68%
 remain sensitive about following social distance rules.
50,00%
 Since the spread of the virus cannot be controlled, people's main motivation
40,00% is to have control over something. For this reason, the state is asked to
 provide continuous information about the current situation.
30,00%
 In addition, those who want to start socializing during the normalization
 process have requests to make sure that their places are regularly disinfected.
20,00%

10,00%

 0,00%
 Virüsün aşısının / Sosyal mesafe Gidilen her yerde Herkesin düzenli “Hayat eve sığar” Ulusal düzeyde Yaşadığım şehir için Diğer Hiçbiri
 tedavisinin kurallarının düzenli hijyen olarak test edilmesi mobil koyulan kısıtların koyulan
 bulunması uygulanmaya kontrollerinin uygulamasının kaldırılması kısıtlamaların
 devam edilmesi yürütülmesi kullanımının kaldırılması
 artması ve Covid-
 19 taşıyan biri ile
 temasa geçtiğimde
 beni bilgilendirmesi

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q9- Which of the following options should you have to get back to your daily life while feeling safe in your new normal order?)
 41

4. COVID-19’S IMPACT ON
 PURCHASE PATTERNS

42

DUE TO CHANGING AND INCREASINGLY UNCERTAIN ECONOMIC
CONDITIONS, IT IS SEEN THAT PEOPLE'S FUTURE ANXIETY INCREASES
AND THEY TEND TO SAVE MONEY MORE THAN BEFORE

 15,27%
 21,90%
 Regarding home economy, women's sensitivity
 comes to the fore in investing in the future without
 reducing their living standards. (67%)

 While people want to save money due to changing
 economic orders and try not to affect their living
 standards, the age group who is willing to make the
 62,83% most concessions is the Y generation.

Gelecek hakkında düşünmek yerine paramı harcamaya daha meyilliyim, çünkü
gelecek oldukça belirsiz
Hem paramın bir kısmını harcayarak hem de geleceği düşünerek hareket ederek şu
anda bir denge oturtmaya çalışıyorum
Para biriktirerek ve kendimi olabildiğince kısıtlayarak geleceğe yönelik hareket
ediyorum, kendimi güvence altına almaya çalışıyorum

SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q15- With the end of the isolation period and the beginning of the new normal, which of the following statements best describes your perspective on spending money?)
 43

BIG PURCHASES ARE STILL BEING POSTPONED, CONSUMERS WANT
 TO SEE THE LIGHT BEFORE GOING FOR BOLD DECISIONS.
 65,10% Increased

 47,55% 45,94%

 38,96%

 28,75%
 26,28% 25,92% Essentials, snacking and personal & general
 hygiene categories are still on top. With the
 arrival of new normal and socialising,
 consumption of masks remains.
Maske, eldiven gibi Kişisel ve genel Taze meyve/sebze Kağıt ürünleri (örn: Soğuk içecekler Atıştırmalık/abur Sıcak içecekler
salgından koruyucu hijyen ürünleri tuvalet kağıdı, kağıt (meyve suyu, gazlı cubur ürünleri (kahve, çay vb.)
 ürünler havlu vb.) içecek, soğuk çay, (bisküvi, çikolata, Hygiene is now a part of our daily life.
 soda vb.) kuruyemiş, cips vb.)

 Postponed Most decreased category is clothing which
 19,66% 19,10% may indicate the trend of «less is more» is
 16,78% settled down. (%31).
 14,89%
 13,92%

 10,84%

 Araç satın almak Beyaz eşya Ev satın almak Elektronik eşyalar Küçük ev aletleri Lüks ürünler

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3
 44

Oca'17

 Sub'17

 Mar'17

 Nis'17
 Gıda
 May'17

SOURCE: İpsos Household Panel
 Haz'17

 Tem'17

 Agu'17
 İçecek

 SABİT FİYATLARLA, Ocak 2004 = 100

 Eyl'17

 Eki'17

 Oca'18

 Sub'18

 Mar'18

 Nis'18
 Kişisel Bakım

 May'18

 Haz'18

 Tem'18

 Ağu'18

 Eyl'18
 Temizlik

 Eki'18

 Kas'18

 Ara'18

 Oca'19

 Şub'19
 FMCG-TR

 Mar'19

 Nis'19
 MAIN CATEGORIES HOUSEHOLD INDEX MONHTLY

 May'19

 Haz'19

 Tem'19

 Agu'19

 Sep'19

 Oct'19

 Nov'19

 Dec'19

 Jan'20

 Feb'20

 Mar'20

 Nis'20

 May'20

 Haz'20
 45

E-COMMERCE SITES ARE ON THE RISE
 Those who realized the usefulness of the online world during the isolation period continue to prefer it after the isolation.

 While going to shopping centers decreased by 50%, going to shops decreased by 44%; Ordering food through apps
 increased by 27%, and preferring e-commerce sites increased by 40%.

60,00%

50,00%

40,00%

30,00%

20,00%

10,00%

 0,00%

 İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı
 İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum/Bu seçenek bana uygun değil

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q21-. With the new normal period after the epidemic, could you describe the change in your purchasing behavior specific to the following channels?)
 SOURCE: Google Mobility Report 46

E-COMMERCE SITE VISITS, WHICH INCREASED WITH THE PANDEMIC
 PROCESS, CONTINUED IN THE SAME WAY IN THE QUARANTINE AND
 THE NEW NORMAL PERIOD.
 First strike
 effect
14.000.000,00

12.000.000,00 Installs have been trending below the
10.000.000,00
 established baseline for 2020, down 12%
8.000.000,00
 week-on-week.
6.000.000,00

4.000.000,00 With people at home and longer wait times for
2.000.000,00 online orders becoming more prevalent, users may
 0,00 be turning to other pastimes to keep themselves
 01.03.2020 01.04.2020 01.05.2020 01.06.2020 01.07.2020
 busy and have less need to shop.

 SOURCE: Similarweb
 SOURCE: Adjust – App Trends 2020 Report 47

ADDITION TO E-COMMERCE, CONTACTLESS PAYMENT METHODS ARE
 SUPPORTED AS WELL
60,00% Would the online appointment system change
50,00%
 the minds of those who avoid shopping malls?
40,00%

30,00%

 %39
20,00%
 Would greatly change
10,00%

 0,00%
 Nakit yerine kredi Temassız ödeme ve Koronavirüsü Alışveriş merkezi ve Evime yakın Her zaman satın Ürünlerin hangi
 It would change to a certain
 %36
 kartı, debit kart ve satın alma nedeniyle eskiye mağazalardan süpermarketlerden aldığım ülkede üretildiğine
 mobil uygulamalar yöntemlerine sıcak nazaran kaçınıyorum alışveriş yapmayı markalardan satın daha çok dikkat
 yoluyla ödeme bakıyorum internetten veya tercih ediyorum almaya devam ediyorum extent.
 yapmayı tercih mobil ediyorum
 ediyorum uygulamalardan
 daha fazla alışveriş
 yapıyorum
 %17 It wouldn't change my mind.
 Kesinlikle katılmıyorum Katılmıyorum Ne katılıyorum ne katılmıyorum Katılıyorum Kesinlikle katılıyorum

 %9 I have no idea.
 Not spending is a priority, and measures should be taken if necessary
 Due to changing and increasingly uncertain economic conditions, it is seen that
 people's future anxiety increases and they tend to save money more than before.

 However, decreasing social contact is a priority in purchases made for needs.
 Therefore, the perspective of e-commerce sites and contactless payment methods
 changes positively.

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q16- Could you please indicate your level of agreement with the following statements about procurement methods in the new normal period after the epidemic?)
 48

IF E-COMMERCE IS AVAILABLE, STORES ARE NOT PREFERRED

70,00%

60,00%

50,00%

40,00% During the quarantine period, when the
 needs can be obtained from e-commerce
30,00%
 sites, this situation has created a habit
20,00%
 and the preference of e-commerce sites
10,00% has increased.
0,00%
 However, products that need to be
 tried in order to buy them, such as
 large household items, cars,
 continue to be purchased from
 stores rather than e-commerce
 sites.

 Mağaza / Market Alışveriş merkezi
 Internet üzerinden alışveriş/ Internet şubesi Mobil uygulama üzerinden alışveriş/Mobil şube
 Sosyal medya uygulamaları üzerinden alışveriş (Instagram, Whatsapp vb.) Bu seçenek Uygun değil

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q18- Can you indicate your purchase method for the following categories?)
 49

NEW NORMAL, NEW WAYS

 81,95%
 79,58% 78,62%
 74,34% 73,03%
 With the implementation of new
 technologies, such unprepared
 situations are expected to be better
 51,43% 50,53%
 managed.

 For example, in the case of a disease
 that can be transmitted through one-
 to-one contact, contactless /
 21,53%
 delivery and payment methods
 19,87%
 are one of the options that will not
 9,29%
 reduce the frequency of
 3,62%
 6,19% 6,41% 6,38% consumption but will give more
 confidence.
 Temassız Devletin virüsün Ödemeni internet Online randevu Restaurant/kafelerde Maç, eylem gibi Büyük kapalı alanların
 teknolojilerin yayılmasını önlemek üzerinden, teslimatı sistemi ile mağazaya QR kod ile menu topluluk gerektiren yeniden açılması While 80% supports the development
geliştirilmesi ( ödeme için takip ve tanıma ise mağazanın gitmek okumak etkinliklerin
 sistemleri, drone ile uygulamaları girişinden temassız bir (mağazalardaki kişi yürütülmesi of contactless delivery options and
 teslimat ve tedarik geliştirmesi (hayat şekilde alacağın sayısını sınırlama) their adaptation to more life, %50
 sisteminin eve sığar uygulaması sistemlerin
 güçlendirilmesi, ses gibi) geliştirilmesi doesn’t support the opening of closed
 tanıma sistemi) areas.
 Destekliyorum Desteklemiyorum

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q14- Can you indicate how much you support or oppose the following activities?)
 50

ECONOMIC UNCERTAINTY AND ANXIETY AFFECTED THE Z
 GENERATION AS WELL. PRIORITIZATIONS HAVE BEEN CHANGED AND
 IT CAN BE SAID THAT THE TENDENCY TO BE SMART SHOPPERS HAS
 INCREASED.
 %61 Gen Z
 %61 Gen Z 54,88%
 51,30%
With the economic uncertainty brought
about by the pandemic, those who want
to save and regulate their spending are 39,98%
 36,94%
waiting for discounts by determining 36,59%

their needs rather than collective
 28,47% 28,14%
shopping and delaying high-value
shopping. 19,80%
 18,51% 18,36%

This situation requires taking
financial responsibility. We see that 7,56%
the Z generation emerged 3,69%

consciously from this period and
61% of them did more planned Ürünlerin Yüksek Kredi kartı Yerel Esnek Alternatif Sürekli Kredi Düzenli Birikimleri Daha az Hiçbiri
 indirime tutarlı ile daha markaları ödeme markaların satın alınan kullanmak alınan kullanmak ama daha
shopping. girmesini alışverişleri fazla daha çok imkanlarına benzer ürünlerin hizmetleri pahalı
 beklemek ertelemek alışveriş tercih bakmak ürünlerini satın alma azaltmak harcamalar
 (araba, yapmak etmek (taksit vb.) araştırmak sıklığını (sigorta, yapmak
 tatil, beyaz azaltmak dizi/film
 eşya vb.) üyeliklerini
 iptal etmek
 vb.)

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q19- After the Covid-19 outbreak, which of the following purchasing and spending behaviors do you do or plan to do?)
 51

5. MEDIA & CONTENT

52

SOCIAL MEDIA CONSUMPTION CONTINUES WITHOUT SLOWING DOWN

 50,00%
 45,00%

In gradual socialization, the channels with the 40,00%

highest increase in the rate of media consumption 35,00%
compared to the previous period were: social 30,00%
media (47%), video platforms (45%), instant 25,00%
messaging applications (43%). 20,00%
 15,00%
Since the content consumption rate is quite high 10,00%
during the isolation period, there are also those 5,00%
who say that there is no change compared to the
 0,00%
isolation period.

 İzolasyon dönemine göre belirgin oranda azaldı
 İzolasyon dönemi ile aynı
 İzolasyon dönemine göre belirgin oranda arttı

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q22- Can you mark the rate of change in your media consumption in gradual socialization compared to the previous period?)
 53

SOSYAL MECRALAR KARANTINA DÖNEMINDEKI ISTIKRARINI
 KORUMAKLA BIRLIKTE, YOUTUBE EN FAZLA ARTAN MECRA OLARAK
 ÖNE ÇIKIYOR Baby Boomers
 %84
 %69 %74
 %78 %70
80,00% %85

70,00%
 When the channels are examined specifically, the
 most increase occurred in Youtube. (48%).
60,00%
 It is seen that the consumption of Facebok of Baby
50,00%
 Boomers increased by 42%.
40,00%
 Zoom is used by young audiences as it is used a lot
30,00% for academic reasons and meetings.
20,00%

10,00%

 0,00%

 İzolasyon dönemine göre belirgin oranda azaldı İzolasyon dönemi ile aynı
 İzolasyon dönemine göre belirgin oranda arttı Bilmiyorum/Bu seçenek bana uygun değil

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q23- Can you mark the rate of change in your consumption on social media channels in the new normal order compared to the social isolation period?)
 54

EVEN THERE’S A DECREASE WITH THE SEASONAL EFFECT, TV
VIEWING IS STILL HIGHER COMPARED TO LAST YEAR.
 TVR

 24,2

 20,1 19,5
 -
 19,5 19,5
 22,1
 20,4
Average daily TV 18,9 18,4
viewing time is 5 17,2
hours. 14,9
 14,0
 12,5 12,8

 Ocak Şubat Mart Nisan Mayıs Haziran 01-19 Temmuz
 SOURCE: Kantar / 20+ABC1 / Tüm Gün
 2019 2020 55

QUIZ AND ENTERTAINMENT Haziran

 COMPETITIONS ARE STILL MOST 1006466

 MENTIONED PROGRAMMES

1200000
1000000
 97590
800000 59836

600000
 Survivor 2020 Survivor Panorama Teke Tek Bilim
400000
200000
 0
 Mart Nisan Mayıs Haziran Temmuz

 SERIALS TURKISH NEWSCAST
 MEETING/DISCUSSION QUIZ & ENTERTAINMENT COMPETITION Temmuz
 SERIALS FOREIGN SPOR STUDIO PROGRAMS 564277
 NEWS/ENTERTAINMENT

 40932 38529

 Survivor 2020 Survivor Panorama Tarafsız Bölge
 Source:InstarSocial
 56

THE SAME SITUATION IS SEEN ON VOD PLATFORMS AS WELL. THERE
IS A DECREASE COMPARED TO LAST YEAR.

 Visits
3.500.000,00

3.000.000,00

2.500.000,00

2.000.000,00

1.500.000,00

1.000.000,00

 500.000,00

 0,00

Source: Similarweb (Netflix, PuhuTV, BluTV)
 57

TURKEY TOP 20 APPS IN AUGUST
 1 Hayat Eve Sığar
 2 WhatsApp Messenger
 3 Instagram

 4 YouTube: Watch, Listen, Stream
 5 Algida ile Kazan Looking at the app ranking numbers in
 6 TikTok - Make Your Day
 August «Hayat Eve Sığar» app has the
 7 Facebook
 highest rank.
 8 Google Maps - Transit & Food
 After quarantine period especially in
 9 Trendyol - Alışveriş & Moda summertime with vacationing,
 10 e-Nabız consumers need to use HES app for
 11 Messenger
 travel
 12
 13
 sahibinden.com: Al,Sat,Kirala
 e-Devlet
 After HES, for socializing and
 communication need social media apps
 14 Followers+ for Instagram App coming.
 15 Dijital Operatör
 16 Twitter

 17 Türk Telekom Online İşlemler
 18 MARTI

 19 letgo: Sell & Buy Used Stuff
 20 Snapchat

SOURCE: Similarweb iOS App Store 58

TOP APPS WORLDWIDE DOWNLOADS

 TikTok was the most downloaded non-gaming
 app worldwide for July 2020 with more than
 65.2 million installs, which represented a 21.4
 percent increase from July 2019. The countries
 with the most installs of the app during this
 period were the United States at 9.7 percent of
 its total downloads and Indonesia at 8.5
 percent. The full top 10 ranking of non-gaming
 apps worldwide by downloads for July 2020 is
 above. App download estimates are from
 Sensor Tower’s Store Intelligence platform.

 Facebook was the second most installed non-gaming app worldwide last month with more than 53.6 million installs.
 The countries with the largest number of Facebook installs were India at 23.1 percent, followed by Indonesia at 9.1
 percent. ZOOM, Instagram, and WhatsApp rounded out the top five most installed non-gaming apps worldwide for
 the month.

 Following TikTok’s ban from India’s App Store and Google Play on June 29, Snack Video climbed to the top 10 non-
 gaming apps for the first time ever, ranking No. 8 above fellow video-sharing app Likee. Snack Video generated about
 28.8 million installs in July, over 3.5 times the 7.8 million it saw the month before.
SOURCE: Sensortower – (Non Game Data) August 2020 59

IN NEW NORMAL WHILE VISITS FALL IN ARTS & ENTERTAINMENT AND
 HOBBIES & LEISURE CATEGORIES, GAMES AND HOME & GARDEN
 CATEGORY VISITS INCREASING
 Arts & Entertainment Category Games
 1.500.000.000 11.000.000.000 250.000.000 1.800.000.000
 1.450.000.000 10.800.000.000 1.600.000.000
 1.400.000.000 10.600.000.000 200.000.000 1.400.000.000
 1.350.000.000 10.400.000.000 1.200.000.000
 1.300.000.000 10.200.000.000 150.000.000 1.000.000.000
 1.250.000.000 10.000.000.000 800.000.000
 100.000.000
 1.200.000.000 9.800.000.000 600.000.000
 1.150.000.000 9.600.000.000 50.000.000 400.000.000
 1.100.000.000 9.400.000.000 200.000.000
 1.050.000.000 9.200.000.000 0 0

 Visits Total Page Views Visits Total Page Views
 Hobbies & Leisure
 23.000.000 160.000.000
 Home & Garden
 22.000.000 140.000.000 8.000.000 45.000.000
 120.000.000 7.000.000 40.000.000
 21.000.000
 100.000.000 6.000.000 35.000.000
 20.000.000 30.000.000
 80.000.000 5.000.000
 19.000.000 25.000.000
 60.000.000 4.000.000
 18.000.000 20.000.000
 40.000.000 3.000.000 15.000.000
 17.000.000 20.000.000 2.000.000 10.000.000
 16.000.000 0 1.000.000 5.000.000
 0 0

 Visits Total Page Views
SOURCE: Similarweb Visits Total Page Views 60

CONSUMER VISITS TO FINANCE AND FOOD & DRINK ARE INCREASING
 WHILE TECHNOLOGY DECREASES. E-COM STAYS EVEN WITH MINOR
 FLUCTUATION
 Technology E-commerce & Shopping
 4.200.000.000 33.000.000.000 600.000.000 5.000.000.000
 4.150.000.000 32.500.000.000 4.500.000.000
 4.100.000.000 500.000.000 4.000.000.000
 32.000.000.000
 4.050.000.000 31.500.000.000 400.000.000 3.500.000.000
 4.000.000.000 31.000.000.000 3.000.000.000
 3.950.000.000 300.000.000 2.500.000.000
 3.900.000.000 30.500.000.000 2.000.000.000
 3.850.000.000 30.000.000.000 200.000.000 1.500.000.000
 3.800.000.000 29.500.000.000 1.000.000.000
 100.000.000
 3.750.000.000 29.000.000.000 500.000.000
 3.700.000.000 28.500.000.000 0 0

 Visits Total Page Views Visits Total Page Views

 Finance Food & Drink
 290.000.000 1.250.000.000 120.000.000 350.000.000
 280.000.000 100.000.000 300.000.000
 1.200.000.000
 270.000.000 80.000.000 250.000.000
 260.000.000 1.150.000.000 200.000.000
 60.000.000
 250.000.000 1.100.000.000 150.000.000
 40.000.000 100.000.000
 240.000.000
 1.050.000.000 20.000.000 50.000.000
 230.000.000
 220.000.000 1.000.000.000 0 0

 Visits Total Page Views Visits Total Page Views
SOURCE: Similarweb 61

AFTER SCHOOLS HAS CLOSED EDUCATION CATEGORY VISITS START
 TO DECREASE WHILE SPORTS AND TRAVEL CATEGORY VISITS
 INCREASING. AS AUTOMOTIVE CONTINUES STABLE
 Science & Education Travel & Tourism
 400.000.000 3.500.000.000 140.000.000 600.000.000
 350.000.000 3.000.000.000 120.000.000 500.000.000
 300.000.000 2.500.000.000 100.000.000
 250.000.000 400.000.000
 2.000.000.000 80.000.000
 200.000.000 300.000.000
 1.500.000.000 60.000.000
 150.000.000 200.000.000
 100.000.000 1.000.000.000 40.000.000
 50.000.000 500.000.000 20.000.000 100.000.000
 0 0 0 0

 Visits Total Page Views Visits Total Page Views

 Vehicles / Automotive Sports
 40.000.000 180.000.000 140.000.000 700.000.000
 35.000.000 160.000.000 120.000.000 600.000.000
 30.000.000 140.000.000
 120.000.000 100.000.000 500.000.000
 25.000.000 80.000.000 400.000.000
 20.000.000 100.000.000
 80.000.000 60.000.000 300.000.000
 15.000.000 60.000.000
 10.000.000 40.000.000 200.000.000
 40.000.000
 5.000.000 20.000.000 20.000.000 100.000.000
 0 0 0 0

 Visits Total Page Views Visits Total Page Views

SOURCE: Similarweb 62

CONSUMERS ARE MORE LIKELY TO WATCH AT HOME RATHER THAN A
 THEATER

Beyond any doubt cinema industry is one the sectors negatively
affected. Not just because consumers have still doubts on going
theatres and watch a movie but also consumers get used to
comfort and like it.

In America, a survey conducted by Performance Research
showed that %70 of people are more likely to watch at home.

This situation affects the producers as well. Christopher Nolan
who insisted on releasing «Tenet» on July had to cancel 2
times.

Cinema Hall Investors Association president İrfan Demirkol
stated that 100-150 cinema hall can be shot down.

In Turkey, Box Office Turkey stated that
normalisation can take more than 6 months.

 63

CINEMA GOERS (+11 TIMES PER YEAR) WERE MORE LIKELY TO BE
DAILY USERS OF ON DEMAND FILM AND TV SERVICES

Source: GWI Cotonavirus Research May 2020
 64

6. THE ROLE OF BRAND & KEY
TOPICS

 65

OPTIMISM AT IT’S BEST
100,00%
 88,34% 86,07%
 90,00%
 81,18% 80,03%
 80,00% 74,17% 72,43%
 70,00% 64,82%
 57,17%
 60,00%
 50,00%
 40,00% 34,21%
 27,54%
 30,00%
 20,00% 14,39% 14,51%
 8,82% 9,78%
 10,00% 5,86% 5,66% 6,83% 6,42%

 0,00%
 Güven verici olmalı Fiyat avantajı sağlamalı Olumlu ve iyimser bir Yeni sosyalleşme Salgın sonrası çıkaracağı Ortaklık yaptığı sosyal Markanın reklamını Daha önce olduğu gibi Mizahi bir iletişim
 ve bunu tüketiciye bakış açısı sunmalı düzeninde topluma ve yeni ürün ve sorumluluk projelerini yapmak için içinde aynı şekilde marka ve dilinden kaçınmalı
 duyurmalı çalışanlarına ne gibi hizmetlerden bahsetmeli duyurmalı bulunduğumuz üründen bahsetmeli
 faydalar sağladığı ön durumdan
 plana çıkarılmalı yararlanmamalı

 Katılmıyorum Katılıyorum

 In the new normal, brands are expected to use a more reassuring communication language. At the same time, with the
 distrust brought by the changing economic conditions, discounts and campaigns to be made by brands to their customers
 are also expected.

 As a psychologically hurtful period is over, the optimistic and humorous campaigns of the brands are welcomed
 positively by people.

 SOURCE: GroupM Turkey Covid-19 Survey – Wave 3 (Q24- What do you think brands should do in the “new normal” era, what kind of communication tone should they adopt?)
 66

IMPORTANT THEMES FOR CONSUMERS AND BRANDS

 Shift to value and essentials
 Consumer behaviors are settling into a new Flight to digital and omnichannel
 normal, as people everywhere learn to live with the
 reality of COVID-19 and as more countries reopen
 parts of their economies. Although the pandemic’s
 Shock to loyalty
 impact has varied across regions, five themes have
 become evident among consumers across the Health and “caring” economy
 globe:
 Homebody economy

SOURCE: This is where you’ll list your data source/s and the date/s they were published; 2020
 67

THANK YOU

 68