Money matters to UK consumers in Q4 as interest in personal finance content soars by 83%
The Covid-19 pandemic’s impact on economic uncertainty and worries about money drive interest in personal finance content among UK consumers, analysis of Ozone data shows.
Interest in personal finance content across The Ozone Project’s portfolio of 90+ premium publishers websites rose sharply in the last three months of 2021, according to an updated analysis of our first-party publisher data we first published in October.
Cumulatively, from October to December 2020 +83% more personal finance content was read versus the prior three month period. In actual terms that’s an average of almost 11 million personal finance page views per week in Q4 versus around 6 million per week in Q3, providing further evidence that UK consumers turn to trusted sources in uncertain times.
Personal finance content consumption increased by +51% in October versus September 2020 as the second wave of the Covid-19 pandemic began leading the UK Government to announce further lockdown restrictions and financial support measures.
Looking into the types of personal finance content that UK consumers are reading, we see a clear change in their content needs over time. Greater clarity over Government support schemes and the impact of the pandemic on people’s livelihoods boosted the consumption of savings and financial assistance content by 146% and 85% respectively October versus September. This trend continues throughout November and December as Christmas presents UK consumers with a further financial pinch point.
When consumers are most interested in personal finance content differs between weekdays and at the weekend. Monday is by far the most popular day and first thing in the morning is the most popular time, suggesting that financial news and information and money-saving guidance is top of mind for consumers right at the start of the working week.
At weekends, however, we do see a significant drop in consumption of personal finance content, suggesting that people are perhaps looking for more lifestyle-type content during their downtime. Up-weighting campaign delivery to earlier in the week and paring it back over the weekends, as well as focusing on mobile activity first thing in the morning is recommended.
Content sentiment analysis, which is a strong indicator as to how consumers feel about the subject matter, shows that while overall sentiment is fairly even, there are some areas of real negativity. Consumer banking, particularly when policy changes negatively impact consumers, scores highly for negative sentiment. More reassuring messaging in this area is highly recommended, particularly from banks and pension providers who can benefit from the strength of Ozone’s trusted environments to provide helpful, reassuring advice to build brand and appeal to readers.
Elsewhere, savings content scores highly for positive sentiment making it by far the most positive content type within the personal finance category. Financial brands with relevant products should feel confident to return to advertising as interest in savings has bounced back stronger than pre-Covid levels.
Finally, by combining Ozone’s near universal reach among the UK’s online adult population with our first-party premium publisher data provides us with a unique barometer into the behaviour and habits of UK consumers. With that in mind, your campaign planning and delivery can be tailored to reach audiences at the right time, with the right message.
