Dentsu：2022年消费者报告之COVID-19复苏_16页_1mb

Dentsu Navigator: COVID-19 Recovery - Wave 26 Summary

Core Content

This report, part of the Dentsu Navigator: COVID-19 Recovery series, provides insights into the evolving consumer sentiment in the United States as the pandemic enters its third year. Conducted in January 2022, the survey includes 1,000 US respondents aged 18-70, weighted to be nationally representative across gender, age, and race/ethnicity.

Main Findings

Pandemic Trajectory and Sentiment

• Consumers feel the pandemic is getting worse or out of control, with a 19-point increase in pessimism since November 2021.
• Two-thirds (66%) of consumers believe the pandemic is worsening, while only 34% feel it is improving.
• Health concerns have plateaued at 56%, with a 7-point decrease in those who are 'extremely concerned'.
• Economic concerns remain high (76%), with a 4-point increase in those who are 'extremely concerned' since October 2021.

Public Comfort and Activities

• Consumer comfort in public has hit a 10-month low, with a 24-point decline since the fall peak.
• Over half of consumers feel uncomfortable or are abstaining from public activities.
• Consumers feel least comfortable gathering with strangers (e.g., traveling, going to bars, live events, gyms) and most comfortable with essential activities like grocery shopping and medical appointments.

Budget Consciousness and Spending Behavior

• 63% of consumers are more budget-conscious than usual.
• 39% expect their financial situation to improve, while 26% expect it to worsen.
• Inflation is driving reductions in both essential and discretionary purchases.
• 53% of consumers plan to reduce purchases of household necessities due to inflation.
• 60% plan to cut back on discretionary and impulse items.
• Consumers who are more budget-conscious are more likely to reduce spending (66% for essentials, 75% for discretionary items).

Consumer Perception of the Country's Direction

• 56% of consumers feel the country is heading in a negative direction, compared to 44% who feel positively.
• Younger generations are more likely to feel positively about the country's direction than older generations.

Brand Attributes Influencing Purchase Decisions

• Trust is the most important brand attribute, with 65% of consumers ranking it as important.
• 40% of consumers are influenced by how a brand treats employees and protects consumer data.
• One-third or more are influenced by loyalty programs, community involvement, and seamless shopping experiences.

Key Implications for Marketers

• Fluctuating need states: Consumers are in different phases of their relationship with the pandemic, which requires brands to be agile and responsive.
• Price sensitivity and value focus: With rising inflation, value brands are likely to gain traction. Marketers should focus on money-saving solutions and value propositions.
• Trust as a key differentiator: In an environment of declining institutional trust, brand trust becomes crucial. Brands must align with cultural and societal values, such as treating employees well, protecting consumer data, and contributing to the community.

Conclusion

As the pandemic continues to evolve, consumers are navigating a complex landscape of health and economic uncertainty, changing public behavior, and shifting brand preferences. Marketers must adapt to these changes by focusing on trust, value, and agility, while also being aware of the demographic differences in consumer sentiment and behavior.