Resonate-美国消费者在冠状病毒流行期间的情绪（英文）-2020.5-31页_11mb

U.S. Consumer Sentiment During the Coronavirus Pandemic Summary

Core Content

This document presents early insights from a Resonate Connected Flash Study conducted in March 2020, focusing on the sentiment and behavior of nearly 5,000 U.S. consumers in response to the coronavirus (COVID-19) pandemic. The study aims to understand the immediate and evolving impact of the pandemic on consumer attitudes, behaviors, and decisions across various sectors, including health, media, finance, travel, and retail.

Main Findings

Consumer Concerns

• Q1 & Q2: Most consumers are highly concerned about the health-related consequences of the coronavirus, indicating a significant level of anxiety and fear.
• Q3: There is also notable concern about economic-related consequences, showing that the pandemic is affecting financial stability for many.

Return to Normal

• Q4: A majority of consumers believe that life will return to "normal" within a few months to a year, with a smaller portion expecting it to take more than a year.
• Q31: Expectations for travel activities to return to normal are similar, with most anticipating this within a few months to a year.

Work Situation

• Q5: Many consumers are working from home or have reduced work hours, while a smaller percentage are working normally or not working.

Precautions Taken

• Q6: A large portion of consumers are taking precautions to prevent contracting the virus, such as washing hands more often, avoiding large gatherings, and staying home more.

Physical Contact

• Q7: Consumers have reduced physical contact significantly, with most reporting fewer than 10 people outside of their household in the past week.

Store Visits

• Q8: There has been a major reduction in visits to stores, restaurants, and other retail establishments, with many consumers visiting less than once a week.

Health Impact

• Q10 & Q11: A small percentage of consumers have caught the virus, and a slightly higher percentage have family members, friends, or colleagues who have.

Media Consumption

• Q13: Most consumers are closely following updates about the coronavirus.
• Q14: The primary sources of coronavirus-related news are TV, newspapers, and websites.
• Q15: Consumers feel that media coverage is somewhat accurate, though there are concerns about over- or under-representation of concerns.

Streaming Services

• Q17 & Q18: Consumers are increasing their use of streaming TV services and streaming music/radio services, indicating a shift in entertainment habits due to the pandemic.

Financial Impact

• Q20–Q22: A significant portion of consumers have filed tax returns and are waiting for refunds, with some having already received them.
• Q23–Q25: There is a noticeable change in financial habits, including reduced spending, increased savings, and more cautious behavior in financial decisions.

Travel Behavior

• Q26a & Q26b: The likelihood of travel is significantly reduced for the next 90 days, with many consumers avoiding travel altogether.
• Q27–Q30: A large number of consumers have cancelled travel plans, with many rebooking them for later dates.

Political Sentiment

• Q36–Q39: There is a shift in political opinions, particularly toward President Donald Trump, with many consumers feeling his response to the pandemic has been much worse. Some have changed their voting intentions based on the pandemic experience.

Personal Values

• Q40–Q41: Consumers are re-evaluating their values, with a focus on health, safety, and reliability. These values are influencing decisions on products, services, and personal actions.

Key Information

• Methodology: The study was conducted as a re-contact survey of previous respondents from a larger sample of approximately 18,000 U.S. adults, fielded between January 28 and March 9, 2020. The current sample of 4,888 is unweighted.
• Data Sources: Resonate combines National Consumer Study data with online behavioral observations of 10 billion daily events, using an AI-driven platform to analyze over 200 million U.S. consumers.
• Purpose: The research is intended to help businesses understand consumer behavior and attitudes during the pandemic and to chart a path forward as the situation evolves.
• Future Plans: The study will be refreshed in a few weeks to monitor changes in consumer sentiment and behavior across different sectors.

Conclusion

The pandemic has had a profound impact on U.S. consumer behavior, with significant changes in health concerns, economic outlook, media consumption, travel plans, and political opinions. These insights provide a baseline understanding of how consumers are adapting and what their long-term expectations might be, offering businesses a guide to navigate this crisis and reconnect with their customers.