Covid Consumer Reactions
Updated March (Wave 16)
Concerns over COVID-19 show signs of waning. When we first asked consumers in mid-March 2020, 6 in 10 American adults were extremely or very concerned about the COVID-19 pandemic as it began to have an impact in the United States. Those in their 30s and 40s were initially far more concerned than were younger and older adults. Perhaps this is because the group juggles many responsibilities, such as work demands, young kids, and aging parents. As time passed, the level of concern moved up and down across age groups. In March 2021 (W16), concern is roughly equal across age groups and appears to be diminishing somewhat, overall.
Since mid-March 2020, consumer emotions have been mixed, fluctuating with the spread of the virus and with the news cycles. In March 2021 (W16), an encouraging trend seems to be developing, with the presence of positive emotions growing over the past few waves of the research.
Recent Stress Changes
Data from Waves 9 thru 16
COVID-19 related stress seems to be declining. In November 2020 (W13), this measure peaked with nearly two in five Americans indicating their stress level was “more than a month ago.” By March 2021 (W16), we began seeing clear evidence that stress was on the decline, with 3 in 10 consumers reporting that they have less stress than they did a month earlier.
Support For Vaccine Passport
Data from Wave 16
In March 2021 (W16), the majority of American consumers are at least partially in favor of requiring people to provide proof of a COVID-19 vaccination for travel and certain types of events. One-third said they fully support this idea, while another 27% said they were leaning toward support. Conversely, nearly one-fourth of consumers were prone to opposing to the idea.
Given the chance to relocate anywhere, remote workers or those with the ability to do so would most often choose warm climates with water or other adventurous natural attractions. When asked in March 2021 (W16) about a variety of types of locales, the most common desire was for an ocean or beach location. Other outdoorsy features were almost as desirable. A warm climate was much more likely than a cold climate to be on the wish list for such a relocation.
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Decision Analyst (www.decisionanalyst.com) is a global marketing research and analytical consulting firm specializing in strategy research, new product development, advertising testing, and advanced modeling for marketing decision optimization. For over 40 years, the firm has delivered competitive advantage to clients throughout the world in consumer-packaged goods, telecommunications, retail, technology, medical, and automotive industries.
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We are providing the Covid-19 Consumer Reactions Report (Updated with Wave 16 Data) Free. Topics include:
- Level Of Concern/Emotions
- Past-Year Diet Changes
- Online Purchase Categories
- Support For Vaccine Passport
- Home Gym Equipment Purchases
- Smart Home Equipment
- Remote Working/Living Locations
The Decision Analyst Covid-19 Consumer Reaction Survey was conducted online among a nationally representative sample of U.S. adults. The sample was balanced by men versus women and controlled by age groups. Data collection dates and sample size for each wave were:
- Wave 1: Mar. 17-18, 2020; n=506
- Wave 2: Mar. 24-25, 2020; n=504
- Wave 3: Mar. 31-Apr. 1, 2020; n=499
- Wave 4: Apr. 7-8, 2020; n=503
- Wave 5: Apr. 14-15, 2020; n=502
- Wave 6: Apr. 28-30, 2020; n=503
- Wave 7: May 19-20, 2020; n=501
- Wave 8: Jun. 16-17, 2020; n=505
- Wave 9: Jul. 28-29, 2020; n=505
- Wave 10: Aug. 25-26, 2020; n=502
- Wave 11: Sept. 22-23, 2020; n=502
- Wave 12: Oct. 20-22, 2020; n=501
- Wave 13: Nov. 17-18, 2020; n=504
- Wave 14: Jan. 12-14, 2021; n=505
- Wave 15: Feb. 16-18, 2021; n=505
- Wave 16: Mar. 16-17, 2021; n=501
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