Consumer Closeness in the
Age of Social Distancing
Week of April 26th: Sports & Entertainment
As some provinces open up, Canadians are feeling more positive this week, while realities for others are much more stressful
%
Relaxed ?♀️
%
Stressed/Worried ?
%
Bored ?
%
Optimistic ?
%
Peaceful ?
In addition to watching TV, cleaning and cooking, people are spending time catching up with family and going for walks
Top activities to keep occupied have remained consistent
- Watching TV/movies ? 70%
- Going out for walks ?♂️ 54%
- Calling family/friends to catch up ? 50%
- Cooking/baking ?? 48%
- Cleaning ? 46%
- Spending time with family at home ???? 45%
- Reading ? 42%
- Working from home ? 42%
- Home organization ? 40%
- Sleeping ? 32%
- Indoor exercise ? 31%
- Home repair/renovation ⛏ 24%
Other: Watching sports (2%), Playing sports (2%)
Entertainment has proven to be an important source of stress relief or distraction, as well as a way to keep people occupied as they stay indoors
TV Shows / Movies
Nearly 1/3 are gravitating towards certain genres of entertainment during this time
%
are watching certain genres of movies/TV shows more
Sports
Many are missing their usual entertainment with sports having halted – however, some are choosing to fill this void with e-sports
Hockey takes the lead for favourite sports
- Hockey ? 33%
- Basketball ? 16%
- American Football ? 14%
- Formula 1 racing ? 7%
- NASCAR racing ? 6%
- Supercars racing 2%
%
have watched video games/e-sport events
They tuned into…
- NBA 2K20 Player Tournament with NBA stars 32%
- eNASCAR iRacing Pro Invitational Series 27%
- iRacing Supercars online with real Supercar racers 23%
- Finnish Hockey League (Liiga) playoffs in NHL 20 18%
- F1 2019 virtual races with real Formula 1 drivers 18%
- Virtual Grand National horse race 13%
- Other 33%
Music
Streaming is up, with close to 1/3 using music and radio streaming services more often
%
are using music/radio streaming services MORE
Top 5 services used:
53%
24%
19%
17%
13%
Other: TuneIn (5%), Tidal (5%), iHeartRadio (4%)
Brand Efforts
Though people appreciate how multiple brands have responded to the situation, they expect more
People notice and appreciate how essential stores are adapting
“Grocery stores and some factories have done a decent job with paying their employees appreciation bonuses during these challenging times.”
“Grocery industry in general have been very accommodating for customers and especially those at risk.“
“Our local grocery stores and markets are looking out for our seniors.“
The automobile and insurance industries stand out with their efforts to provide support and relief
“Ford moving to produce ventilators.“
“Car insurance companies reducing premiums.”
“The least inauthentic were the ads that explained straight up how they could help customers, like some of the car ads that offered financing terms.“
Restaurants of all sizes are doing their part by donating to the cause, while some are expanding their offers to reach a wider audience
“The restaurant industry stands out to me because alot of them are still providing take out and delivery services which is a nice break for those of us at home and allows us a small taste of normalcy.“
“A restaurant that on Saturdays has been providing free meals to the community.“
“I admire the way small businesses such as restaurants have dealt with this challenge by changing their business models.“
On the other end, some companies and brands are falling flat
“Any company who has not rewarded their essential employees with bonuses, raises, etc.”
“Big banks. They say they are helping by deferring payments of mortgages, but they are NOT giving anyone a break on interest. In fact they will benefit. They make so much money, and they’re not giving back at all.“
“Some of the car dealerships seem kind of desperate to sell cars and are using the pandemic to make themselves seem really community minded without actually doing anything.“
Thinking about the world post-COVID-19, a majority of Canadians plan to prioritize self-care, but when it comes to outdoor exposure, opinions vary
In the ‘new normal’ people plan to focus more on themselves and want a break from watching the news
Top indoor activities Canadians plan to do MORE of in the ‘new normal’
- Take time for yourself/your self-care ?♂️ 39%
- Cook at home ?? 37%
- Use FaceTime/Video calls ? 34%
- DIY projects related to home organization/decor/renovation? 28%
- DIY projects related to personal care ?♀️ 13%
Top indoor activities Canadians plan to do LESS of in the ‘new normal’
- Watch/listen to/read the news ? 29%
- Play video games ? 17%
- Stream movies/TV (using streaming services) ? 17%
- Use FaceTime/video calls ? 17%
- DIY projects related to personal care ?♀️ 11%
Though most agree on avoiding travel and public transit in the ‘new normal’, people feel differently about attending large gatherings
People want to go out and socialize at local restaurants and movies but are skeptical about large gatherings like concerts, malls etc.
Note: the nets reported here indicate the % of people who plan to do more or less of at least one of the categories’ activities. Click on ‘Learn more’ to read about each of the individual activities.
%
plan to do MORE
Learn more ?
55% – Go out to local restaurants
26% – Go out to movies
25% – Attend parades/festivals/fairsGo to large restaurants/chains
22% – Visit the mall/public shopping center
21% – Attend concerts
17% – Go to large restaurants
15% – Go out to bars
12% – Attend live sporting events
12% – Attend church
NET: Public Outings
%
plan to do LESS
Learn more ?
35% – Go to large restaurants/chains
30% – Visit the mall/public shopping center
22% – Attend parades/festivals/fairs
22% – Attend concerts
20% – Go out to bars
20% – Attend live sporting events
14% – Go out to movies
13% – Attend church
9% – Go out to local restaurants
Most feel confident about going out for walks and runs
%
plan to do MORE
Learn more ?
48% – Go for walks/runs outside
16% – Go to the gym/a workout class
NET: Fitness
%
plan to do LESS
Learn more ?
13% – Go to the gym/a workout class
4% – Go for walks/runs outside
Some are eager to travel again but plan to avoid hotels / Airbnb
%
plan to do MORE
Learn more ?
24% – Take a flight
17% – Stay in hotels
4% – Use Airbnb/other home-sharing
NET: Travel
%
plan to do LESS
Learn more ?
19% – Use Airbnb/other home-sharing
19% – Take a flight
14% – Stay in hotels
Most are hesitant about using public transit and cab services in the post-COVID-19 world
%
plan to do MORE
Learn more ?
12% – Use public transit
3% – Use Uber/Lyft/Other ridesharing
NET: Transit
%
plan to do LESS
Learn more ?
21% – Use public transit
19% – Use Uber/Lyft/Other ridesharing
Looking back at this experience ten years from now, most feel that they will see it as a time of learning and coming together as a community
“I hope we’ve learned a lesson from this and appreciate a simpler life and to take care that this never happens again.”
“I think we as Canadians will look at it as a time we all came together for the greater good.”
“It shifted our economy and society, and was a wake up call. It was humanity’s trigger to honour the natural environment.”
Catch up on past reports: Click here.
A word on our approach
This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…
Fine Print:
Field dates 4/24-4/27, Base: n=293
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