Many businesses are reopening slowly and cautiously across the country. How are consumers reacting to it?
To keep a pulse on it, 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:
COVID-19 and consumer behavior
Here are a few new numbers from mid- to late-May market research.
Normalizing new normals
88% of American consumers say they are shifting shopping patterns in response to COVID-19. [source]
72% of American consumers say buying something impulsively during the pandemic has positively affected their mood. [source]
71% plan to continue an increased rate of online shopping even after the stay-at-home order is lifted for them. [source]
55% of Americans say they are purchasing items online from retailers they’ve never shopped before. [source]
89% of U.S. hospitals expect telehealth usage to increase post COVID-19. [source]
Grocery shopping 2.0
89% of grocery shoppers have made a change in how they shop as a result of the COVID-19 pandemic. [source]
Nearly one-third of U.S. adults who had groceries delivered “feel bad delivery workers are risking their health for me.” [source]
From out-of-stock paper products to delayed delivery times, 84% of shoppers have encountered problems shopping for groceries online. [source]
How they see it and spend it
Prior to week of 3/16, no mentions of digital shopping were found in auto ads. On April 20, there were 47,373 auto ads aired that included a message around digital shopping. [source]
The top three responses to when consumers were asked, “How would you describe the advertising you’re hearing or seeing today?”
- Empathetic [source]
45% of consumers say they will increase their use of digital payments during the pandemic. And this trend will continue over the next six to nine months. [source]
Close to two-thirds (63%) of consumers say they will be focused on boosting savings over the next six to nine months. [source]
Assuming consumers had the necessary assurances that it was safe to resume normal activities, only 34% said they would visit a retail store immediately. [source]
77% of American travelers say the coronavirus has had an impact on their travel plans over the next six months, with 49% having cancelled a trip completely. [source]
When lockdowns are lifted, 67% of Americans say it will take them a few weeks to a few months before they dine out. Only 14% said they would dine out immediately. [source]
Once the restrictions are lifted, roughly half of Americans will “likely to try and avoid for the time being” the following places/activities:
- Cinema/theatre (57%)
- Pubs/bars/clubs (56%)
- Sporting events (56%)
- Music concerts/festivals (55%)
- Restaurants/cafes (48%)
- Gyms (47%)
- Large shopping centers (46%) [source]
Stay in the know
As consumer behavior continues to change amid the pandemic, so will our monthly updates.
For more COVID-19 resources from RRD, head here.