Consumer Closeness in the
Age of Social Distancing
Week of April 26th: Sports & Entertainment
As some states open up, Americans are feeling more optimistic this week, while realities for others are much more stressful
%
Relaxed ?♀️
%
Optimistic ?
%
Bored ?
%
Stressed/Worried ?
%
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 ? 72%
- Cleaning ? 54%
- Cooking/baking ?? 48%
- Calling family/friends to catch up ? 47%
- Going out for walks/runs ?♂️ 43%
- Sleeping ? 42%
- Spending time with family at home ???? 41%
- Reading ? 39%
- Home organization ? 37%
- Indoor exercise ? 31%
- Working from home ? 27%
Other: Home repair/renovation(17%), Watching sports(4%), Playing sports(4%)
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
Over 1/3 are gravitating towards certain genres of entertainment during this time
%
are seeking out 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
Football takes the lead for favorite sports
- American Football ? 39%
- Basketball ? 24%
- Hockey ? 16%
- NASCAR racing ? 12%
- Formula 1 racing ? 6%
- Horse racing ? 6%
%
have watched video games/e-sport events
They tuned into…
- Madden 20 tournament with NFL stars 37%
- NBA 2K20 Player Tournament with NBA stars 33%
- eNASCAR iRacing Pro Invitational Series 26%
- Virtual Grand National horse race 14%
- iRacing Supercars online with real Supercar racers 12%
- F1 2019 virtual races with real Formula 1 drivers 7%
- Finnish Hockey League (Liiga) playoffs in NHL 20 5%
Music
Streaming is up, with close to half using music and radio streaming services more often
%
are using music/radio streaming services MORE
Top 5 services used:
37%
30%
28%
20%
19%
Other: SiriusXM(14%), Apple Music(11%),TuneIn(5%), Tidal(3%)
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
“I think the essential stores have really done a lot to make it as safe as possible for customers and employees. [Some have] also increased pay a little bit which I think is great.”
“Honestly, all grocery stores and stores in general. With one way aisles, high risk priority hour. It’s incredible.”
“Grocery stores around here have been awesome. They are wiping down carts all day and keeping people in line spaced out.“
The automobile and insurance industries stand out with their efforts to provide support and relief
“The car industries are doing their best to ease their loyal customers by postponing payments and offering support…also helping with ventilators.“
“I’ve heard a few car insurance companies promising their users some sort of refund or credit if they can provide proof of them staying home.”
“The companies that have taken action and resonated most with me are insurance companies, like Sate Farm and USAA, who are offering money back to their customers during this crisis.”
Restaurants of all sizes are doing their part by donating to the cause, while some are expanding their offers to reach a wider audience
“McDonald’s is giving away free meals to healthcare workers/first responders. It makes me respect them more…and I am a nurse so I really appreciate it!”
“Restaurants trying to promote takeout/delivery and assuring safety with contactless delivery.”
“A local restaurant in our town is giving free meals on the weekends no questions asked. I think that this is great for those struggling right now.“
On the other end, some companies and brands are falling flat
“Companies that spend more money on advertising and posturing rather than donating money or supplies… they should repurpose that money and increase wages and give hazard pay to employees.“
“I think car companies that are encouraging someone to buy a car right now are pretty insensitive.“
“Many companies have said they cared about their employees and customers, yet continued to have their workers come in to work under potentially dangerous conditions without doing much to make it safer for them or the customers. Many places have not even provided PPE.”
Thinking about the world post-COVID-19, a majority of Americans 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 Americans plan to do MORE of in the ‘new normal’
- Take time for yourself/your self-care ?♂️ 47%
- Cook at home ?? 40%
- Use FaceTime/Video calls ? 29%
- Stream movies/TV (using streaming services) ? 28%
- DIY projects related to home organization/decor/renovation? 25%
Top indoor activities Americans plan to do LESS of in the ‘new normal’
- Watch/listen to/read the news ? 23%
- Play video game ? 18%
- Watch sports on TV ? 17%
- Use FaceTime/Video calls ? 15%
- Stream movies/TV (using streaming services) ? 14%
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 socially to 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 category’s activities. Click on ‘Learn more’ to read about each of the individual activities.
%
plan to do MORE
Learn more ?
54% – Go out to local restaurants
32% – Go out to movies
30% – Go to large restaurants/chains
25% – Visit the mall/public shopping center
24% – Attend church
19% – Attend parades/festivals/fairs
18% – Attend concerts
12% – Attend live sporting events
10% – Go out to bars
NET: Public Outings
%
plan to do LESS
Learn more ?
24% – Visit the mall/public shopping center
24% – Attend live sporting events
22% – Attend parades/festivals/fairs
20% – Go to large restaurants/chains
20% – Go out to bars
18% – Attend concerts
16% – Go out to movies
7% – Attend church
7% – Go out to local restaurants
Most feel confident about going out for walks and runs
%
plan to do MORE
Learn more ?
45% – Go for walks/runs outside
18% – Go to the gym/a workout class
NET: Fitness
%
plan to do LESS
Learn more ?
11% – Go to the gym/a workout class
1% – Go for walks/runs outside
Some are eager to travel again but plan to avoid hotels / Airbnb
%
plan to do MORE
Learn more ?
22% – Take a flight
13% – Stay in hotels
5% – Use Airbnb/other home-sharing
NET: Travel
%
plan to do LESS
Learn more ?
22% – Take a flight
19% – Stay in hotels
19% – Use Airbnb/other home-sharing
Most are hesitant about using public transit and cab services in the post-COVID-19 world
%
plan to do MORE
Learn more ?
8% – Use public transit
3% – Use Uber/Lyft/Other ridesharing
NET: Transit
%
plan to do LESS
Learn more ?
27% – Use public transit
20% – 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
“For something so negative, it definitely brought a lot of positive things into our homes and made us realize what’s important and what is not.”
“We went through a big crisis, but together with our communities, we got through it.”
“We will never take for granted how global health concerns can affect our lives, our economy, our relationships. We learned from our errors.”
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=425
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