Consumer Closeness
in the Age of Social Distancing
Results for Week of 3/23: Canada 
What's this all about?
COVID-19 is having a monumental impact on many people’s lives in Canada & globally, and it’s a critical time to better understand how people feel about how they are being affected.
That’s where our mobile agile community comes in, made up of Canadian residents who have chosen to check in with us over the next several weeks through a series of messenger-based chats.
We understand that this is an unusual time for everyone. This community is one small way we can help our clients and friends get the insights you need to succeed in these uncertain times.
How we’re reaching people:
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Mobile agile community recruited across multiple sources, including social-media (where many are spending increased time these days) ?
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Robust & representative mix of age, gender, region ??♀️??????????????
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Chats sent via text message, for in-the-moment immediacy ??
People across Canada
Responses in one hour
Responses in one day
This week, people are feeling the stress of adjusting to big changes
We asked people how they feel in terms of mood these days
%
Stressed ?
%
Anxious ?
%
Optimistic ?
%
Bored ?
%
Relaxed ?♀️
…And how COVID-19 has affected their work life, if at all
- Are now working from home 27%
- Are now no longer working 18%
- Say their work situation has stayed the same 56%
Aside from work, travel has also been impacted
%
Have changed or canceled travel plans
Smooth-Sailing:
“We had plans for a weekend getaway at a rental cabin and the owners were very understanding about cancelling.“
“I had to cancel a trip to Europe for spring break. We actually cancelled the trip before the outbreak happened so we were able to get a full refund. The airlines and the hotels were very understanding.”
Bumpy Ride:
“It was a stressful process, I wish airlines proactively helped cancel tickets and issue refunds instead of credits.“
“The airlines have cancelled on me, I haven’t been able to get my money back yet. As well the program fees for the trip I was going to I can’t get back, which sucks big time. Not a good experience overall.”
Despite the changes, people are finding ways to keep busy
Here are the top ways people are occupied these days:
- Watching TV/movies ? 69%
- Cleaning ? 53%
- Going out for walks/runs ??♀️ 48%
- Calling family/friends to catch up ? 45%
- Reading ? 43%
- Spending time with family at home ? 42%
- Cooking/baking ?? 42%
- Home organization ? 39%
- Sleeping ? 32%
- Indoor exercise ?♀️ 29%
- Home repair/renovation ? 19%
%
Are streaming more these days
Together Time:
“My friends and I have all shared our accounts to different streaming platforms and we watch a lot of things together via different video chat platforms as well..”
“With no sports on TV my husband is bereft, so I have introduced him to Netflix and we are bingeing some shows I’d watched before and some new ones. Nice change of pace from sports all the time and something we can do together.“
Vacation from the News:
“I am anxious and have trouble sleeping so I am watching more streaming to take my mind off the news.”
“Because the only thing on TV is COVID news, we stream movies and shows to get away from the COVID overhaul.”
Entertaining the Kids:
“The kids need to watch more videos to keep them contained while we work from home. There is only so much to keep them occupied.”
“More streaming for kids as they aren’t going to school or playing with friends.”
Time to Try New Services:
“We’ve signed the kids up for Disney Plus and they stream that.”
“Streaming many more hours now & also signed up for new streaming services.”
Most trusted sources of information on COVID-19 include…
%
Live government updates
%
World Health Organization (WHO)
%
Online national news sources
%
National news on the TV
%
A health professional/my doctor
While many would have done things differently when thinking back to a week ago, overall most are staying positive and looking for ways to feel unified during these uncertain times
How long until we are back to “normal”?
- A few weeks 3%
- A month or two 16%
- 3 – 6 months 43%
- 6 months – a year 20%
- More than a year 6%
- I don’t know that we’ll ever be back to normal 11%
Fine Print:
Field dates 3/23-3/26 Base: n=1305
-Q1. Given the current COVID-19/Coronavirus situation, which of the following best describes how you’re feeling in terms of your mood today? (Single Choice, Top % Selected Reported)
-Q2. Go ahead and record your video, If you could go back in time one week, what advice would you give yourself? (Video entry)
-Q2c. Which source of information do you TRUST MOST for info regarding COVID-19/Coronavirus? (Single Choice, Top % Selected Reported)
-Q2d. Based on whatever you’ve read, seen or heard, when do you anticipate things will be “back to normal” in Canada? (Single choice)
-Q5a. OK, when you’re ready go ahead and record your video focusing on what has changed for you over the past week. (Video entry)
-Q7. First off, has WHERE you’re working changed due to COVID-19/Coronavirus? (Yes, working from home now (and wasn’t previously), Yes, not working now (and was previously), No, still same)
-Q8. What about your use of streaming services (e.g., TV, movies)? Do you feel you are now…? (More, Same, Less, N/A)
-Q8a. How so? Could you tell us a more about how your streaming habits have changed? (Text open end)
-Q9. Next, let’s talk about travel. Have you changed any travel plans in the wake of the COVID-19 situation? (Yes, no, N/A)
-Q9a. Could you tell me a bit more about what that was like for you? If you had to cancel a flight or lodging, how did that process go and how do you think airlines/lodging companies have handled the situation? (Text Entry)
Curious to know more?
Email marketing@reach3insights.com or
use the Contact button below.
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