Such data are contained in a study by the Institute for Strategic Communications and Social Projects, which studied the mood of users of social networks during the period of quarantine restrictions.
According to a study based on data from monitoring and analysis of social networks, more than 25% of users most of all expected the opening of cafes and restaurants, in second place (19%) theaters, as well as sports and fitness clubs, in third place – 14% – cinemas, fourth – 8% – exhibitions.
Less expected was the removal of restrictions on the work of libraries and beauty salons – only 4% of users, country clubs and sanatoriums (3%) were waiting for their opening, and in last place in demand was the work of zoos and mass events – only 2% of users were waiting for their opening.
The study covered 3266 sites with a total audience of about 85 million users, and analyzed the posts and comments of users for the period of May-August 2020.
The material was prepared in collaboration with specialists from the Anti-Crisis Comsulting Center (www.antikriz.info), created to support SMEs affected by the COVID-19 pandemic and the economic crisis.
According to the deputy general director of the Institute of Strategic Communications and Social Projects, the data obtained can be useful both for business when building further adaptive strategies, and for authorities – when developing measures to support enterprises or, for example, in the case of planning new restrictions associated with repeated outbreaks of COVID-19.
“If new restrictions are required”, notes Dmitry Kharchenko, “it is important to understand which of them can cause social discomfort. It is important to take into account the existing experience and mitigate the possible negative consequences as much as possible, and in this sense, the data we have collected can serve as an additional guideline”.
Boris Molodov, coordinator of the Anti-Crisis Consulting Center, executive director of the communication company “GlavSovetnik”, notes that understanding the priorities of the audience is extremely important for a business that is on the way out of quarantine. “In some regions, restrictions are still in effect, and where they have already been lifted, far from all business has returned to work. Those who are now coming to life are forced to fit into the changing economic landscape, will be able to assess how much the activities of enterprises will be in demand in their sphere and, possibly, offer their consumers additional services from among the most expected ones”, he says.