The social isolation demanded to combat the coronavirus has had a profound impact on the buying habits of Australians.
As expected, everyone has taken to online buying, mostly food and alcohol. But we’ve also been buying odd things.
Cat clothes, a Joe Exotic credit card skin and a make your own alpaca kit are just some of the obscure items that young Australians have bought during isolation, according to research by oOh!media’s Junkee.
The survey of more than 600 Millennials and Generation Z covered everything the first activity on their post-pandemic wish list to the unexpected perks and impacts of isolation, and what they expect from brands.
Despite these purchases – which also included a Thor wig and mask, a cat bed for a non-cat owner, and a book on becoming a Wiccan – more than half (51%) say their overall spending has dropped.
Neil Ackland, oOh!media’s chief content officer, says the research -- What Young Australians Are Saying Behind Your Back -- provides rare insights for brands and marketers to help them shape messaging.
“Now we’re looking at the tail end of isolation, we’ve been able to ask young Australians to reflect on what happened, how it felt and what a post COVID-19 world looks like to them,” he says.
“While the results have obviously highlighted some key concerns around mental health and finances, it’s also revealed some more light-hearted, quirky aspects of young Aussies in isolation.”
Other findings:
- When it came to the unexpected perks of COVID-19, saving money was the most common bonus mentioned (49%), followed by having more time to do things they enjoy (34%) and catching up on household and life admin (32%).
- Almost a quarter (23%) said the biggest impact of COVID-19 was not being able to physically date, with the first items on their to-do list post-isolation being seeing their friends (46%), going to a restaurant (18%), getting a job (6%) and getting laid (5%).
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