Chinese are optimistic about the economy

As many as 65 percent of Chinese respondents believe the economy will recover quickly once the coronavirus situation is over, compared with the global average of 34 percent.

European nations are the most pessimistic, with only 20 percent of respondents in Spain, Germany and France expecting speedy recovery.

On a global level, overall concern for the coronavirus crisis is between 60 to 90 percent, much higher than personal health concerns which range between 10 and 30 percent, according to a Kantar study of over 30 markets with 25,000 consumers conducted between March 14 and 23.

Among all adults in the G7 nations — Canada, France, Germany, Italy, Japan, the UK and the US — up to 70 percent said their household income had or will be affected by coronavirus.

New shopping habits have also been forged, with 13 percent of respondents globally saying they purchased food and beverage online for the first time in the previous month, as did 11 percent for over-the-counter drugs and 10 percent for makeup and personal care products.

One-third said they would buy more from online channels and 20 percent have already reduced spending at physical stores.

According to the survey, national media outlets, government agency websites and international advisory body websites are among the most trusted information sources.

In China, there has been a significant 58 percent increase in the use of local social media apps, including WeChat and Weibo.

Countries in the later stages of the pandemic saw web browsing increase by 70 percent, followed by a 63 percent increase in TV viewing, while social media engagement increased by 61 percent.

The increased use of messaging platforms was most prominent in the 18-34 age group. Whatsapp, Facebook and Instagram all experienced a 40 percent increase in users under 35. 

Consumers expect the brands they choose to look after their employees first and foremost, and there was less expectation of companies supporting hospitals or being helpful to government.

The majority of consumers expected advertising to make a positive contribution by touching on topics such as how brands are helping everyday life, providing information about their efforts to face the situation, or offering a reassuring tone.