June 29, 2020

Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses changing daily, this data will continue to evolve over time.

Stay safe out there readers, and please respect all local rules and regulations.

Here’s a look at more data that has been released since the last update:

Consumers

• Half of US consumers say they have spent more time consuming content than before. That said, some 47% agree that they are interested in hearing or reading news that is not related to the pandemic. They are also looking to brands for hope, with 45% saying that not only do they want to be inspired by brands so they can be hopeful about the future, but that this inspiration will lead to them purchasing from these brands after the pandemic. Source: Media Frenzy Global [download page].
• Per recent Harris Poll data, consumers are seeing some industries in a more positive light since the start of the coronavirus pandemic. Six in 10 respondents say their view of the healthcare industry is more positive, while others say they feel more positive about retail (51%), small businesses (43%) and technology companies (38%). Other industries such as media, travel and hospitality and airlines have not fared as well. Source: The Harris Poll.
• Eight in 10 (83%) C-level executives believe that retail and dining has been changed forever by the coronavirus outbreak, with more than half (56%) feeling that it’s likely shoppers will move exclusively to online shopping or buy online and pick up in-store or at the curb. Source: Cambridge Retail Advisors.
• Although linear TV benefited from increased viewing at the start of the pandemic in mid-March, viewing in the US has come close to returning to pre-pandemic levels. This is attributed to the re-opening of the economy in the US, giving viewers something else to do beyond watching television. The drop may also be partially due to regular seasonal declines in viewership witnessed in recent years. Source: Simulmedia.
• While Disney+ sat at the bottom of the list of Engagement Labs’ most loved brands in offline consumer conversations last year, this has changed significantly. Between the months of March and May, the new streaming format has soared to the #1 spot, followed by Amazon Prime. The most loved brand for online conversation during that same time period was Food Network, followed by Apple and Spotify. Source: Engagement Labs.
• In addition to the increased amount of time consumers are spending with streaming video services, 3 in 5 adults with broadband service say they have increased their use of pay-TV on-demand since stay-at-home mandates went into effect. Read the article here.
• CMOs have observed several consumer behavior changes of note during the coronavirus outbreak. A majority have seen an increased openness to new digital offerings introduced during the pandemic (85%) and an increased value placed on digital experiences (84%). Read the article here.
• Changes in shopping behaviors that occurred because of the pandemic may already be starting to shift. In April, 72.1% of US adults (18+) reported shopping in stores less. As of June, 64.4% of adults report the same. In the meantime, shopping online has gained in popularity, with only 37.2% reporting doing so in April compared to 43.4% who shopped online in June. Source: Prosper Insights & Analytics.

Read the full MarketingCharts article, here.

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