Attitudes and behaviors are a moving target right now. We at E-Poll Market Research wanted to explore this moment in time to discover where the underlying concerns and hopes of Americans are today, and where they see themselves in their newly adapted lifestyles tomorrow. 

In a survey conducted April 16^th to April 20^th among 1,677 persons 13+, the findings reveal a very unsettled but somewhat optimistic populace with variances by age, gender, and political affiliation they identify with.

The full #StayAtHome Survey report will be sent automatically to our clients.  For everyone else, the full report is available as a free download here.

Vital Information –  Confidence Levels

Who and what information they trust depends on if they are Conservative, Moderate or Liberal. 

• Conservatives are most likely to be confident in information from the Federal government while Liberals and Moderates are most likely to trust State and Local government leaders.

• Local News has an edge over National TV Networks for news sources, however, Liberals are more than twice as likely as Conservatives to say they believe National TV News Networks.

Normalcy –  Divergent Opinions

Only one third of Americans say they think things will return to normal for them within the next 3 months.  A majority believe it will take 6 months or longer to return to normal.

• Conservatives (50%) are much more likely than both Liberals (20%) and Moderates (34%) to say things will return to normal soon for them in the next 3 months.
• Surprisingly there’s not a significant difference by age, except for teens, 43% of whom think normalcy will come quickly in the next 3 months.

Optimism – America’s Strongest Trait

Over half of Americans say they are optimistic about their lives post-coronavirus, with the next largest group saying they are unsure about what to expect.  Few say they are pessimistic. 

• In keeping with the expectation that life will return to normal for them in the next 3 months, Conservatives are most likely to be optimistic about the future, and less uncertain than Moderates and Liberals.

Lifestyle Changes

• Americans plan to continue Exercising safely outdoors and makeshift in-home gyms, along with their newfound ‘joy of Cooking.’ Those were the two main things people say they plan to do more of after the crisis than they did before, followed by more Video Chat/Calls and Watching TV and Movies at Home.
• Given concerns about going out among the public too soon, consumers are reticent to say they will get back to group activities once the threat is over with going to Concerts, Sporting Events, Theme Parks and Cruises seeing big declines in consumer intent.  

New Normal Or Rediscovering Old Pleasures?

• Stay at home orders have given consumers an opportunity to do a number of things they haven’t tried before or haven’t done in a long time.  The main ones are Re-organizing, Exercising at Home, Cooking at Home and Video Chatting with friends and family.
• Playing Games at Home, DIY Projects and Creative/Artistic Activities also saw a boost among those age 18 to 49 who plan to keep it up after things return to normal.

Impact on Purchase Decisions – Young Are More Cautious

• Consumers are most likely to say they will put off put off large purchases as a result of the Coronavirus crisis, with Buying/Leasing a Car, Large Appliances, and Remodeling topping the list, saying they will likely put it off from between 6 months to 2 years or more
• Those age 35 to 54 are most likely to delay remodeling their homes (24%).
• The group most impacted in terms of major life events are those age 25 to 34, with more than one quarter saying they are delaying changing jobs, moving to a new location, and about 2 in 10 saying they are now putting off having a baby for the next 6 months to 2 years. Another 15% say they are delaying getting married. 

Advertising Receptivity

Many commercials have already adapted to the current #StayAtHome environment, and many more will follow in the weeks and months ahead, however, finding the right approach after a crisis like this can be tricky. 

• Consumers are most likely to want to see informative advertising that “provide(s) useful information” (45%), “show me how to keep my family safe” (32%), or ads that improve their spirits: “are funny/entertaining” (36%), “are optimistic/hopeful” (31%).  The desire for information is driven by older consumers (age 50+)
• Younger consumers (18-49) also want advertising that feels “authentic/real” (30% rank these types of ads in the top 3 preferred)

Resources

Feel free to utilize these infographics in your social shares or other uses. To download, simply click the images and right-click, or pull the full sized images.

• 

• 

• 

• 

• 

Methodology: The survey was conducted between April 16^, 2020 and April 20, 2020 among 1,677 persons 13+ who reside in the US. Data are weighted to reflect their proportions in the population. Weighting variables included age, gender, race/ethnicity, education, region and household income. This study has a margin of error of +/- 3 percentage points at the 95% confidence level

Get the Full report

The full #StayAtHome Survey report will be sent automatically to our clients.  For everyone else, the full report is available as a free download here.