While a good deal of uncertainty looms around what exactly fall has in store — particularly as it relates to COVID-19 — consumers continue to reassess and modify how, when and where they shop.
To keep a pulse on just how the pandemic has impacted consumer behavior, our Market Intelligence team pulled together the most credible research available on COVID-19 and its effect on the marketplace.
Here’s a snapshot of stats from recent weeks that we found to be some of the most compelling.
For a deeper, more industry-specific dive on COVID's impact on consumer behavior, see below:
- Hospitality and Travel
- Restaurants and QSRs
- Financial Services
- Charitable Giving
COVID-19 and consumer behavior
Here are a few new numbers from our latest market research.
- Even as physical locations open back up, 83% of global consumers state they will continue to shop online the same amount — or even more. [source]
- Over 75% of Americans have tried either new brands, places to shop or shopping methods during the crisis, primarily driven by convenience and value. [source]
- 73% of Americans are not engaging in “normal” out-of-home activities and most of them are waiting to see indicators beyond lifting restrictions before engaging again. [source]
- 68% of Americans plan to wear cloth face masks, particularly in crowded public places, for the rest of the year. [source]
- 22% of Americans will not engage in “normal” out-of-home activities until there is a vaccine or treatment. [source]
- More than one-third of Americans have seen a decline in the income, savings, and spending in the last two weeks. [source]
- 70% of Americans believe COVID-19’s impact on their personal routines will last more than another four months; approximately half believe it will last more than six months. [source]
- 66% of consumers agree or significantly agree that coronavirus has strengthened the need for greater business involvement in improving social and environmental outcomes. [source]
- 86% of consumers say they’re likely to switch from a brand due to their pandemic response (or lack thereof). [source]
- 67% of shoppers think another shutdown is extremely or somewhat likely to occur, and more than half plan to stock up for it. [source]
- Top three priorities when deciding where to shop in-store: 1) masks and barriers, 2) cleaning and sanitization, and 3) no-contact purchasing [source]
Stay in the know
As consumer behavior continues to change amid the pandemic, so will our monthly updates.
For more on RRD's response to COVID-19 and related resources, head here.