The three-year epidemic has changed the lives of many people. Some people have been staying at home for a long time, and they have developed a whole body of cooking skills; some people started the online mode and got used to working from home; some people lost their jobs and their lives were once in trouble;
In individual stories, collective memory and data trends are also hidden.
Shushuo Stories, Elephant News, and Tencent News jointly launched the "Research Report on Public Behavior and Emotional Changes in the Post-epidemic Era", focusing on public behavior and emotional changes in the three years of the epidemic. We have collected a lot of data and stories with body temperature, and we want to see with you, what changes have we made in the seven basic lifestyles of diet, work, exercise, social interaction, entertainment, learning, and shopping?
"Research Report on Public Behavior and Emotional Changes in the Post-epidemic Era" PDF Version
Data Description
Data source: Shushuo Aggregation under Shushuo Story, covering Weibo/TikTok platforms, randomly sampled 250,000 accounts each, and analyzed all posting content of these accounts from January 2019 to August 2022 (accounts have been deleted) Filter official authentication accounts, select consumer data for analysis).
Data time: before the epidemic (19 years), the early stage of the epidemic (January-June 20), the normal period of the epidemic (July 20-December 21), and the repeated epidemic period (January-August 22).
Indicator explanation: voice volume: number of main posts; interaction volume: number of comments + number of likes + number of reposts; NSR net sentiment, by calculating the ratio of positive and negative volume of social media to analyze the word-of-mouth discussion on social media. NSR=(Positive Sentiment Value-Negative Sentiment Value)/(Positive Sentiment Value+Negative Sentiment Value)*100%
1. Diet and exercise go up, entertainment and shopping go down
During the three years of the epidemic, we can see from social media discussions that seven kinds of public behaviors are changing. The overall discussion of sports/diet/work has increased during the epidemic, and the discussion of social/entertainment/study/shopping has decreased.
Discussions about "sports" rose the most, with an overall increase of 2.1%. More and more people began to "skip rope while watching the evening news", and there were more and more "Liu Genghong girls".
The discussion of "diet" and "work" increased by 0.8% and 0.7% respectively, and they have become topics that people continue to pay attention to and discuss during the epidemic. "Learning" and "entertainment" have dropped by more than 1%, and one online class after another is the collective memory of this year's students. "Shopping" decreased by 0.8%. The overall consumption returned to rationality.
Among them, we selected three perspectives: diet, work, and outdoor travel, and jointly interpreted them in the form of pictures, texts and videos. as follows:
2. Plant vegetables on the balcony and make prefabricated vegetables in the kitchen
"Food is the most important thing for the people". In the past three years of the epidemic, what everyone feels the most is the change in eating habits. More and more people are used to "going out to eat" and "ordering takeaway" to cooking in the kitchen. According to the comparative data before the epidemic, the discussion of "dining in" decreased by 35%, and the discussion of "takeaway" decreased by 18%, while the discussion of "cooking" increased by 24%, and the discussion of "stocking vegetables" increased by 29%. The unused kitchen begins to take on a pyrotechnic air.
In terms of dietary demands, everyone has also begun to return to simplicity and happiness. Fresh ingredients, green vegetables, and home-cooked dishes have become the common aspirations of the public.
The hamster party began to grow vegetables on the balcony, while the handicapped party and the takeaway party turned to pre-made vegetables. The ingredients are fresh, the price is reasonable, and the preparation is convenient, which satisfies the dual pain points of "stocking" and "cooking" for kitchen beginners, and pre-made dishes have become popular on a large scale.
28-year-old Zhang Liang (pseudonym) is a typical "IT man", typing codes and talking to computers every day. Because he often has to work overtime, he basically ordered takeaway or went to nearby restaurants to eat, and his eating habits gradually became unhealthy, and his weight soared by more than 20 catties in four years of work.
During the epidemic, dine-in was not allowed, and there were very few takeaways. Zhang and Zhang were forced to start cooking by themselves. They learned recipes from Douyin and Xiaohongshu and practiced every day. The kitchen went from being empty to fully equipped with a full set of kitchen utensils. The epidemic gave him the opportunity to discover that cooking is not only a craft, but also very stress-relieving and healing. The rapid rise of prefabricated dishes has made cooking much easier. When the epidemic was unblocked, when Zhang and his friends got together again, everyone said that he had "thinned and lost weight", and it was very fun to cook a table of good dishes together.
Who is the "top class" in hoarding vegetables? What grows faster in diet tools? Please watch the video:
Has the life and emotion of the public changed in the three years of the epidemic? Diet articles
3. Stay in the first line, or go home and lie down?
Based on the content analysis of more than 500,000 users of the two major social platforms Weibo and Douyin, in the past three years of the epidemic, income, overtime, job hunting, going to work to do nucleic acid, and starting a business have constituted the five most discussed work pressures by the public. The most stressful The source is "income", which ranks first in the three stages. In the early stage of the epidemic, the discussion rate accounted for more than 50%. From the perspective of the change in the proportion from the repeated period to the pre-epidemic period, the discussion rate of "overtime work" decreased by 14.2%. Overtime work is very tiring. But the employment situation is even worse. First of all, they have to "keep this job."
"Since the epidemic, my husband has been under a lot of work pressure. He starts to work online as soon as he wakes up in the morning, and he often has to work until late at night. When it is convenient to travel, he has to go out to socialize at the risk of being infected. He is really hard. Anxious about car loans and mortgages, I have a large patch of baldness on the back of my hair." Such lamentations are countless on social media, and work pressure continues to increase under the epidemic, making many migrant workers feel "EMO".
Fortunately, at the beginning of 2023, there are obvious signs of economic recovery.
There was a long queue at the entrance of the restaurant again, the office building was brightly lit again, the stagnant workshop assembly line was running, and the high-speed rail station and the airport at four o'clock in the morning were also busy. In a bustling world, there are more and more options for working as a worker.
However, the high degree of uncertainty in the three years of the epidemic has caused many people to reflect on their plans and consider redesigning their lives. For example, should I stay in the front line, or go home and lie down? Do you continue to struggle, or choose stability? The achievement of work and the comfort of life, which is more important?
Especially for migrant workers, the various black swans brought about by the epidemic have forced them to re-examine the value of work and the meaning of life. Withdrawing from the sudden increase in pressure and the confusion of where to go, they began to think about whether to "return to their roots" when they were young.
Reducing salary to do manual work has become a new choice for many young people after resigning. The migrant workers who call themselves "tool men" in the cubicle are longing for the sun, wind, and vitality. In November 2022, the new Douban group "Exploration Alliance for Light Physical Work" will have 18,000 members within 4 months. The group introduction is very touching:
Click on the group, and you can see all kinds of "restart" life:
- TOP10 Dachang visual designer who graduated from university and turned to become a pet groomer;
- An HR supervisor who has worked for many years, turned into a facial nurse;
- In the magical year of 2022, capital cooling, what are the new trends, new scenarios, and new changes in the consumption track?
- A white-collar lady who is in a period of confusion is trying to work part-time as an accompanying doctor;
- Some people went to the "windy place" to cut fruit in the ancient city of Dali
......
As artificial intelligence becomes more and more advanced, repetitive labor is becoming more and more easily replaced. Vocational education and new occupations are constantly emerging. Dealing with people and light physical work with "technical content" may become a new direction.
In the face of work troubles, besides "finding another way out", what other solutions do migrant workers in the post-epidemic era have? Please watch the video:
Has the life and emotion of the public changed in the three years of the epidemic? work sheet
4. Poetry and distance are closer
Under the epidemic, "poetry and distance" have become closer. People at home have begun to try to exercise at home, and long-distance travel has become more frequent short-distance outdoor travel.
Before the epidemic and the early stage of the outbreak, the most popular sports were "just-needed" exercises for fat loss and body shaping. High-frequency keywords included "yoga", "ballet", "vest line" and so on. In the later stage, the demand for exercise is more shifted to "happy decompression", to strengthen the body and heal the soul. Compared with the early stage of the epidemic, the social media volume of the "stay at home movement" has doubled, and positive sentiment has risen from 17% to 30%.
Coach Liu Genghong and his "Shuttlecock Exercise" became very popular in 22 years. "Liu Genghong Girl" thank you letters spread all over social media, from regular weight loss of 20 catties, training waistline, to curing kidney stones, There are even those who meet love, and it really is sports that change life.
Long-distance travel is difficult, and a variety of outdoor sports are on the rise. Compared with the data growth rate between the repeated epidemic period and the pre-epidemic period, frisbee, fishing, and land surfing are rising rapidly; hiking, mountaineering, or turning from niche to mass entertainment. "Camping" continues to maintain a high volume, becoming the most popular event in the summer and autumn of 2022. The growth rate of "Frisbee" exceeds 4000%, and it can be seen everywhere in the park.
If you want to know more about "Poetry and Distance" in the past three years, and explain the trend of outdoor travel in detail, please watch the video:
Has the life and emotion of the public changed in the three years of the epidemic? Outdoor Travel
5. They gradually find an emotional outlet
NSR (Net Sentiment Rate) is an important indicator in social media data analysis. Comparing the proportion changes between the repeated period and before the epidemic, the shopping sentiment has dropped the most, reaching 20%, and the sports social interaction has increased more, 7% and 6% respectively. Compared with before the epidemic, the overall sentiment of mass social media discussions has increased by 0.3%.
From the perspective of age group, people over the age of 35 have a faster emotional "return to normal". During the repeated epidemic period, they have gradually found an emotional outlet. Compared with before the epidemic, their emotions towards the seven major lifestyles have increased overall.
Young people under the age of 25 have a relatively lower net emotion, so after the unblocking, they were the first to rush to "go surfing" and enjoy themselves with travel. During the first Spring Festival after the lockdown was lifted, all the people went on "retaliatory trips", and the tourism industry fully recovered. Taking Dali tourism as an example, a total of 4.2393 million tourists were received during the Spring Festival holiday, a year-on-year increase of 219%, and the total tourism revenue was 3.16 billion yuan, a year-on-year increase of 162%.
Outbound travel has also ushered in a comprehensive growth. In 2023, the Spring Festival overseas travel orders increased by 640% year-on-year, and compared with the same period in 2019, it recovered to 88.6%. #Malaysia Baodao Welcomes Chinese Tourists# is a hot search on the fire, not only set up an exclusive Chinese counter at Kuala Lumpur Airport, but also cooperated with the travel platform to "package" the island in Semporna to hold a wedding for the foreign couple on May 20. The tourism industry in 2023 is worth looking forward to.
The above research on public diet, work, outdoor travel, and emotional changes before and after the epidemic is an excerpt from the "Research Report on Public Behavior and Emotional Changes in the Post-epidemic Era" jointly launched by Data Story, Elephant News, and Tencent News.