I once again bring to you the results of a research exercise done by the EMCS (www.emcs.com.mt) between Monday 25th May and Friday 29th May 2020. In total 494 individuals aged 18 and over were interviewed, with data being representative of the local population in terms of gender, age (18 and over) and location of residence with a margin of error of +/- 4.3% at 95% confidence interval.
In line with past surveys, the Maltese are overall satisfied with the way the government is handling the COVID-19 situation, both in terms of the health situation and the economic one. 73% of the general public is of the opinion that the government is handling the economic situation caused by COVID-19 in Malta well. Such figure is consistent with the study conducted 2 weeks ago (then 72%).
While overall, locals still have stronger positive views to how Government is handling the health situation (83%) there has been an 8% decrease in positive views since the previous study (then 91%). This is the second consecutive time that locals’ positive perception has decreased (94% positive views 4 weeks ago).
While the majority of locals (64%) expect the Government to come out with more financial assistance to support the economy, for the second consecutive time, this represents a decrease over previous studies (78% 4 weeks ago and 71% in the previous study).
Among those in employment (50% of the sample), 42% indicated to be working from home. This figure being in line with the previous study (then 43%). Of these, 49% would like to continue working remotely once the pandemic is over. This represents an increase over the previous study. Then 38% had indicated a willingness to work remotely following the pandemic.
With 65% responses, overall, individuals who are currently in employment do not fear losing their job. Such figure has remained constant over the past two weeks. That said, 13% are fearful. This represents a 6% decrease over the previous survey.
In line with the previous study, there are variances in responses between those working in the private sector as opposed to those in the public sector. 80% (84%previously) of those in the public sector are not fearful/ not fearful at all as opposed to 56% (52% in the previous study) of those in the private sector. While the figure of those in the public sector has remained consistent, 16% of the private sector are fearful, a decrease of 12% over the previous study.
67% (57% 2 weeks ago) of respondents indicated that their income had remained stable over the past month. Conversely, 29% indicated that their income had decreased, a decrease of 11% over the previous study – then 40%.
In terms of expenditure, 45% indicated that their expenditure had not altered over the past month. This represents an increase of 13% since on the previous study. 26% (37% two weeks ago) indicated that their expenditure had decreased while 29% (32% two weeks ago) indicated that it had increased. A review of responses by age illustrates that those indicting an increase in expenditure increased with age, with the highest percentage being registered among those aged 65 and over (39% of those within this age bracket indicated that their expenditure had increased).
54% of respondents agree that the government should start relaxing restrictive (partial lockdown) measures. This represents a 10% increase since the previous study, and a 28% increase since the study conducted 4 weeks ago. 37% do not agree (2 weeks ago the percentage of those that disagreed stood at 47% and is likewise showing a constant decline. The percentage stood at 66% four weeks ago).
A review of respondents’ attitudes towards shopping for non essential items (such as clothing, footwear etc) evidences that COVID-19 is not likely to impact considerably consumers’ purchasing trends among regular shoppers (those that shop every 2 months or more often). Prior to the COVID outbreak 52% of respondents indicated shopping for non essential products once a month or more often with 21% indicating to do so twice to three times a month or more often (such figures are in line with the previous study). Following the relaxation of restrictions, 25% of locals had since gone shopping, up 8% from the previous study. Among those that had not yet gone, 15% indicated their likelihood of going within one month, while another 20% indicated their likelihood to go shopping for non essential products within 2 months (2 weeks ago these stood at 10% and 21% respectively).
Mixed views were noted when analysing consumers’ opinions with respect to major purchases such as furniture, electrical/electronic devices, though locals are less prudent than they were two weeks ago. 38% (up 14% from the previous study) of the population think that now is the right moment for people to make major purchases such as furniture, electrical/electronic devices and similar, with another 22% indicating ‘over the next 3 months’ (26% previously) and 20% (22% in the previous study) by year end. Conversely, 19% had conservative views indicating that it would be opportune to wait until after the new year, a 9% decrease since the previous study.
Likewise, mixed views were observed with respect to online shopping trends following the COVID-19 outbreak. 34% indicated that their online shopping had increased (30% previously) while 25% indicated a decrease (34% previously). Once COVID is over 36% plan on doing more shopping online than they did prior to the COVID-19 outbreak. 2 weeks ago 40% had indicated their likelihood to shop more online following COVID.
Last year 73% of locals visited a restaurant once a month or more often (with 33% indicating to do some once a week or more often). Nonetheless, since the easing of restrictions 6% indicated to have eaten out (in a restaurant). Among those that had not yet visited, 29% indicated their likelihood to visit over the coming 8 weeks.
Travelling is likely to be considerably impacted by COVID-19 though locals’ negative perceptions have decreased since the last study. A review of travel habits evidences that last year 58% of respondents had travelled at least once (this being in line with the previous study, then 60%). Nonetheless, a total of 29% have now indicated their likelihood of travelling within 6 months or more often once the airport is open. This represents a 10% increase since the previous study. Conversely, 30% will wait until a vaccine is available prior to travelling (this stood at 47% 2 weeks ago).
Furthermore, while the majority of respondents (66%) do not agree with the idea of a safe bubble that has been proposed whereby flights to and from countries deemed to have a low number of Covid cases may operate, such figure decreased considerably (86% two week ago).
Overall, locals would not consider local tourism. Over the coming 2 months 11% would consider local tourism in Malta.
A total of 14% would consider accommodation in Gozo over the same period.
The general public’s views as to when the Government should open up the airport has shifted considerably since the previous study, with 43% now of the opinion that the airport should open some time this year. Two weeks ago the figure stood at 10%. Among this cluster (that are of the opinion that the airport should open), 54% indicated that this should be done after August.
That said, the majority (57%) are still of the opinion that the airport should not open this year. Furthermore, the majority of the population (71% now, 77% 2 weeks ago) are not ready to change their opinion, even if such a decision would result in an increase in unemployment (of between 15% and 20%).
47% of respondents are likely to change their outlook on life following COVID (of these 26% indicated that it was likely while 21% indicated that it was most likely). This figure is consistent with the previous study (then also 47%).
Conversely, 18% indicated that it was unlikely that their outlook on life would change (17% two weeks ago).
The final part of the survey sought to gauge peoples’ trust in the information given on COVID by 3 prominent individuals. With 92% positive responses, the vast majority of the population trusts the information given by Charmaine Gauci. 82% indicated trusting Chris Fearne and 60% trusting the information given by Robert Abela.
The research results in more detail can be viewed below:-
EMCS (www.emcs.com.mt) has a dedicated team for market research, making it the leading firm for market research services in Malta. Besides any bespoke market research, EMCS has been conducting a consumer confidence monitor for a number of years. We believe that keeping tabs on consumer perceptions, confidence and views is extremely useful when managing a business in these uncertain times. Feel free to send me any email on firstname.lastname@example.org if you want to learn more about our market research services.