Consumer Closeness
in the Age of Social Distancing
What's this all about?
COVID-19 is having a monumental impact on many people’s lives in the US & 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 US 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:
-
Mobile agile community recruited across multiple sources, including social-media (where many are spending increased time these days) ?
-
Robust & representative mix of age, gender, region ??♀️??????????????
-
Chats sent via text message, for in-the-moment immediacy ??
People across the US
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
%
Anxious ?
%
Stressed ?
%
Optimistic ?
%
Bored ?
%
Overwhelmed ?
…And how COVID-19 has affected their work life, if at all
- Are now working from home 23%
- Are now no longer working 21%
- 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:
“The hotel apologized politely while issuing a full refund and a free all expense 2 night and 3 day stay when the pandemic was over. Southwest Airlines was really diligiant in giving not just a full refund for both roundtrip tickets, but also both tickets for free later.”
“Well it was a trip to Italy which I’ve been wanting to go for the past year, and now that it has canceled it made me sad of course. Airlines I think have handled it pretty well, they gave us our money back and I was fine with that.”
“I had to cancel hotel reservations and that was done simply, and without penalty through the Marriott app. I also had to cut short a rental car that I was using Avis (and return it to a different location) and there was no penalty charges, so the process was very easy and pain-free.”
“Delta was fabulous…I was able to easily cancel my flights.”
“Our very first cruise was canceled but the cruise line really stepped up and gave us a 150% credit on a future cruise.”
Bumpy Ride:
“I’ve had multiple concerts plans that have been canceled and because of the rescheduling I’ve had a couple vacation dates interlapse and now it’s just a big mess. I’m not getting refunds on some things and it’s causing me stress, and I’m also losing some money.”
“I needed to cancel my flights of which I am still struggling to get my money back. I also had to cancel my Airbnb which was a long and annoying process but I was able to get a full refund.”
“College graduation for both my son and granddaughter have been canceled so travel plans are off. Very disappointing not to see them walk when they worked so hard.”
Despite the changes, people are finding ways to keep busy
Here are the top ways people are occupied these days:
- Watching TV/movies ? 66%
- Cleaning ? 49%
- Spending time with family at home ? 44%
- Sleeping ? 42%
- Reading ? 36%
- Cooking/baking ?? 36%
- Calling family/friends to catch up ? 34%
- Indoor exercise ?♀️ 28%
- Home organization ? 28%
- Going out for walks/runs ??♀️ 27%
- Home improvement ? 11%
%
Are streaming more these days
Together Time:
“Some of us are watching movies at the same time so we feel like we’re watching them together…we’re watching a little bit more TV than before because we can’t go out and do things and gather. It’s been a lot of fun as far as streaming and access to content is concerned.”
“We have not seen a ton of movies over the years and my husband and I have watched a movie every night [this week] to have alone time since we no longer have to be up early for work.”
Vacation from the News:
“I’ve had more free time now than ever, but with the lock down currently in place at my city and social media bringing up anxiety inducing topics, I’ve turned to streaming as a main comfort source now.”
“We spent the first week watching an insane amount of TV (streaming movies), like we were on vacation or it was a snow day. Trying to reign it in but it’s tough.”
“My streaming habits have increased dramatically since I’ve gone from a six-day-a-week job down to a 4 day a week job.”
“I literally have a show on for whatever I’m doing now, working, while I’m eating, in the shower, when I use the bathroom it’s insane.”
Entertaining the Kids:
“We are not going out to public places a whole lot like the park, so due to that my kids have been more hyper. They now get 2 movies a day and sometimes 3 for my own sanity.”
“My kids are home now and are watching more YouTube kids, using ABC mouse and Amazon free time.”
“Kids are home and need more entertaining than I have with crafts.”
“I’m turning on whatever my kids want to watch to keep them quiet so I can work from home.”
Time to Try New Services:
“Got the Netflix password from my family. I can’t go to the park anymore so I need to kill time.”
“I just recently got Disney+ since I’m staying home.”
“I have started using Amazon prime video more and started using my roommate’s Apple+.”
“I joined more free streaming television services.”
Most trusted sources of information on COVID-19 include…
%
Live government updates
%
Local news on the TV
%
World Health Organization (WHO)
%
Mainstream, national news
%
Online national news sources
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 9%
- A month or two 24%
- 3 – 6 months 38%
- 6 months – a year 19%
- More than a year 10%
“Maintaining a positive attitude is the only thing to do in times like this. My health, my family and our jobs are still in place.”
“I’m comfortable in my home and I have all the supplies we may need. This too shall pass.”
Fine Print:
Field dates 3/21-3/23 Base: n=550
-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 the US? (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.
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3