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Consumer Closeness
in the Age of Social Distancing

Week of April 19th: Wellness and Self-Care

 

Feelings of stress and anxiety continue to be countered by others who are feeling more positive and optimistic

%

Relaxed ?‍♀️

%

Optimistic ?

%

Stressed/Worried ?

%

Bored ?

%

Anxious ?

*No significant change in mood compared to the previous week

These days, people are trying to keep themselves occupied by watching TV, cleaning their homes and cooking. Many are also taking up DIY crafts projects

How Americans are keeping themselves occupied…

  • Watching TV & Movies ? 80% 80%
  • Cleaning and organising my home ? 68% 68%
  • Cooking / baking ?‍? 59% 59%
  • Exercising ? 46% 46%
  • Playing games (online, board games) ? 43% 43%
  • Reading ? 43% 43%
  • Making home improvements / Redecorating ? 22% 22%
  • Creative activities (arts and crafts) ? 22% 22%

%

are more inspired to take on a DIY, creative or crafts project

Top reasons for taking up DIY projects: Keep busy (80%), Reduce anxiety (51%) and Fight boredom (46%)

When it comes to self-care, realities vary drastically. While some are using this time to focus more on self-care, others are struggling to find time for themselves

Change in self-care routine Now vs Before the crisis

%

are doing MORE self-care now

%

are doing LESS self-care now

Mental Health & Relationships

Many are struggling more with mental health issues and are trying to come up with ways to cope 

%

are struggling MORE with anxiety

COVID-19 has had the biggest impact on my relationship…

  • Wtih my family 28% 28%
  • Wtih myself 13% 13%
  • Wtih my significant other 12% 12%
  • Wtih my kids 11% 11%

With my friends (9%), Others (4%), No impact (23%) 

Difficult realities of this situation are causing people to feel drained

 What’s making you feel drained lately?

“Reading too much news that gives conflicting information.”

“Not knowing where will money come from to pay bills.”

“School, overthinking, too much screen time.”

“Having to work from home while balancing the needs of a toddler.”

(Click to scroll)

 

Being stuck at home, dealing with family and watching news is getting on people's nerves

 What’s been getting on your nerves?

“Constantly having my children climbing on me.”

“People not listening and still going out.”

“All the news about the pandemic.”

“Not being able to go out and about.”

 

Uncertainties around the future, health and finances are keeping people up at night

 What’s been keeping you up at night?

“Worrying about when this all will be over and what will happen as a result.”

“Thinking about me getting coronavirus as my immunity is low.”

“Worrying about my dwindling finances and how I will support myself going forward.”

“Worried about my loved ones.”

 

Kids are also finding it hard to cope

 How are your kids handling this?

“They are struggling with feeling under house arrest. Trying to get them out on walks, but they are missing family, church, the store, the sense of normalcy.”

“They’re bored and they want to go live their lives as usual.”

“My kids are tired and frustrated.”

“Missing friends, wanting to be out playing but weather isn’t nice yet. Emotional.”

 

Nevertheless, support from family and following a routine is helping people stay grounded

 What helps to keep you grounded through this?

“Staying in close touch with my family members and friends grounds me and keeps me from getting too worried  about Coronavirus.”

“Daily tasks that I have to do no matter what is going on in the world.”

“Working outside in my yard, walking and helping out my friends.”

“Meditating, working out and yoga.”

 

Getting adequate sleep, keeping in touch with friends & family and staying busy are key habits that help people feel recharged during this time

Fitness & Nutrition

It’s harder to stay healthy, as Americans are snacking more and exercising less. However, some are trying to get more physical activity during this time

%

are snacking LESS

%

are snacking MORE

%

are eating MORE healthy

%

are eating LESS healthy

%

are getting MORE physical activity

%

are getting LESS physical activity

We took a closer look into those who are doing more physical activity

%

are doing new/different type of physical activities now

Some are leveraging online sources for adapting a new fitness routine

“I have been using youtube videos to find new yoga routines.”

“Pinterest has a lot of workouts. I also just do my own and roll in a couple of new things.”

(Click to scroll)

Others are trying to use what they have at home

“I had a stationary bike that I used once in a while. Now I am doing 10 miles a day.”

“I live on the 2nd floor and have taken to doing 25 trips per day, up and down the stairs.”

Some are taking advantage of workout opportunities available in their natural surroundings

“Been clearing a wooded hill when weather permits.”

“I have been utilizing hiking trails a lot more to get in more challenging walking.”

%

plan to keep up these new habits even after the crisis

Personal Care

While many are not bothering with personal care, some are trying new DIY hacks

%

are focusing MORE on personal care

%

are focusing LESS on personal care

“I’ve been using coconut oil on my eyelashes and eyebrows to make them lush. I’ve also been exfoliating and using baking soda on my teeth for whitening.”

“I did a DIY face mask with lemon and honey and it worked really well. I also trim my sideburns and the back of my hairline with a beard trimmer.”

“I have been cutting and coloring my hair myself. I think I’m going to continue this because it came out pretty good and saved me a lot of money.”

Over-the-counter Medication

Vitamins, pain relief and allergy meds are the top OTC items Americans are buying and using. Some are also using allergy meds more often than normal

OTC Purchases in the wake of COVID-19

  • Vitamins/supplements (e.g., Vitamin C, Vitamin B12, Multi-vitamin) 35% 35%
  • Adult pain and fever relief (e.g., Tylenol, Advil) 25% 25%
  • Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 21% 21%
  • Immunity Support (e.g., Emergen-C/Zinc/Airborne) 14% 14%
  • Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 14% 14%
  • Kids pain and fever relief 10% 10%
  • Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 8% 8%
  • Probiotics (e.g., Culturelle, Align) 7% 7%
  • Sore throat relief 6% 6%
  • None of these 40% 40%

OTC Usage in the wake of COVID-19 (Among who bought)

  • Vitamins/supplements (e.g., Vitamin C, Vitamin B12, Multi-vitamin) 55% 55%
  • Adult pain and fever relief (e.g., Tylenol, Advil) 47% 47%
  • Allergy (e.g., Benadryl, Claritin, Allegra, Reactine) 38% 38%
  • Immunity Support (e.g., Emergen-C/Zinc/Airborne) 23% 23%
  • Sleep Aid (e.g., Tylenol PM, Melatonin, ZzzQuil) 18% 18%
  • Probiotics (e.g., Culturelle, Align) 15% 15%
  • Cough/cold/flu (e.g., Robitussin, Mucinex, Theraflu, NyQuil) 8% 8%
  • Kids pain and fever relief 5% 5%
  • Sore throat relief 2% 2%
  • None of these 8% 8%

%

Are taking OTC allergy meds more often than normal

While Americans are dealing with effects of COVID-19 on their physical and mental health, they're also re-thinking their priorities

People are re-prioritizing values and re-thinking what’s truly important during this tough time 

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 4/17-4/20, Base: n=436

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