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Living with the Pandemic in October 2021

12 October 2021
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Enders Analysis has worked with the IPA to produce this wide-ranging study into the effects and key lessons from the pandemic for the marketing industry. Tracing what are likely to be permanent structural shifts in the economy, this report will quantify and explore the impact for the industry on mobility restrictions, the rise in ecommerce, the explosion of in-home media consumption, and shifts in media spend. 

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Mobility and air quality in London: Silver linings from the pandemic

9 June 2021

Three lockdowns since March 2020 greatly reduced mobility in Greater London, an area with high reliance on public transport. Risk aversion even reduced mobility in cities like Seoul and Auckland that effectively contained the virus.

The concentration of air pollutants in the Greater London area dropped 50% below the 2019 baseline level in March 2020, remaining below baseline for much of the period since, despite increasing road vehicle traffic. The biggest rises in air quality occurred in wealthier boroughs like Richmond, a glaring inequality.

Another stark inequality of the pandemic is the much higher share of residents of wealthier boroughs than poorer ones able to stay at home, also saving more precious time by reduced trips to the workplace. These benefits are much less available to low-income, and disproportionately BAME, residents of London, often essential workers.

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Ecommerce forecasts 2021: Pandemic shifts remain for now

29 March 2021

Goods ecommerce accelerated in 2020 by four years above trend to reach 28% of retail sales (excl. fuels) from 19% in 2019. We anticipate that ecommerce in 2021 will remain in the same share range of 27-29%. 

Food and drink grew faster than any online category in 2020, doubling to over 10% of associated sales. Aside from food and drink, the agony of zero sales on the shuttered high street continued, with over half of all sales being online in 2020, likely persisting in Q1 2021.

Offline retailing will recover due to deconfinement and the share of ecommerce will edge down in Q2 2021 and thereafter, but these new shopping habits will be sticky and anchored by persistent work-from-home, driving all retailers that are left standing to massively adopt online channels and associated advertising media.

Access report

  • Mobility and air quality in London: Silver linings from the pandemic

    9 June 2021

    Three lockdowns since March 2020 greatly reduced mobility in Greater London, an area with high reliance on public transport. Risk aversion even reduced mobility in cities like Seoul and Auckland that effectively contained the virus.

    The concentration of air pollutants in the Greater London area dropped 50% below the 2019 baseline level in March 2020, remaining below baseline for much of the period since, despite increasing road vehicle traffic. The biggest rises in air quality occurred in wealthier boroughs like Richmond, a glaring inequality.

    Another stark inequality of the pandemic is the much higher share of residents of wealthier boroughs than poorer ones able to stay at home, also saving more precious time by reduced trips to the workplace. These benefits are much less available to low-income, and disproportionately BAME, residents of London, often essential workers.

    Access report

  • Ecommerce forecasts 2021: Pandemic shifts remain for now

    29 March 2021

    Goods ecommerce accelerated in 2020 by four years above trend to reach 28% of retail sales (excl. fuels) from 19% in 2019. We anticipate that ecommerce in 2021 will remain in the same share range of 27-29%. 

    Food and drink grew faster than any online category in 2020, doubling to over 10% of associated sales. Aside from food and drink, the agony of zero sales on the shuttered high street continued, with over half of all sales being online in 2020, likely persisting in Q1 2021.

    Offline retailing will recover due to deconfinement and the share of ecommerce will edge down in Q2 2021 and thereafter, but these new shopping habits will be sticky and anchored by persistent work-from-home, driving all retailers that are left standing to massively adopt online channels and associated advertising media.

    Access report