Covid Consumer Reactions
Updated September 30, 2020 (Wave 11)
We’re now more than 6 months into the effects of COVID-19 on everyday life and stress and concern about the virus continue to disrupt our lives. Many things have changed, including the way we celebrate milestones and honor those we’ve lost. As the pandemic wears on, people are longing to get back to regular activities. Activities like dining in a restaurant, visiting a movie theater, and traveling for pleasure are among things people haven’t done since the pandemic began but would like to do.
Level Of Concern
Data from Waves 1, 5, 7, 8, 9, 10, 11
COVID-19 continues to concern the American public.
When we first asked consumers in mid-March, 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. Over time, the level of concern has declined somewhat, largely driven by a pulling back on concerns among 30- to 49-year-olds and those aged 60+. Concerns were at their lowest level in June (Wave 8), driven largely by a decline in concerns shared by the youngest and oldest adults.
Consumer Emotions about Covid-19
Data from Waves 1 to 11
Since mid-March, consumer emotions have been somewhat mixed, fluctuating with the spread of the virus and with the news cycles.Overall, feelings are still more negative than they were when the pandemic began. Though the differences are not dramatic from wave to wave, the most notable slips in consumer emotions were noticed across the first few waves (between mid-March and early-April) and again during the month of July (W9).
Data from Waves 1, 4, 10, 11
In the early stages of the pandemic, consumers began eating at home more often. Since then, restaurant usage has regained momentum. .
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; n=506. Wave 2: Mar. 24-25; n=504. Wave 3: Mar. 31-Apr. 1; n=499. Wave 4: Apr. 7-8; n=503. Wave 5: Apr. 14-15; n=502. Wave 6: Apr. 28-30; n=503. Wave 7: May 19-20; n=501. Wave 8: Jun. 16-17; Wave 9: Jul. 28-29; n=505. Wave 10: Aug. 25-26; n=502. Sept. 22-23; n=502.
About Decision Analyst
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 Oct. 7 with Wave 11 Data) Free. Topics include:
- Level Of Concern
- Emotions consumers are experiencing
- Recent Stress Changes
- Return-To-Workplace Plans
- Activities Since COVID-19 Started
- Dining-In/-Out Habits
- Medical Experiences & Behaviors
- Activities Would Like To Do
- Access To Streaming Services
- Return-To-School Plans
- 2020 Virtual/Hybrid Learning Plans
Restaurant Habits Survey
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