In these troubled times, a company’s actions speak louder than words. Our #COVID19 Weekly Tracker reveals 9 in 10 Americans have improved opinions of companies that shift production to make equipment or supplies necessary to fight the pandemic (91%). https://bit.ly/CompanyActions
Our #COVID19 Weekly Tracker data was published today by @washingtonpost demonstrating how the pandemic is bringing Americans together in holding the Chinese government responsible for the spread of #coronavirus https://www.washingtonpost.com/opinions/2020/04/08/coronavirus-crisis-is-turning-americans-both-parties-against-china/
Leniency is the new currency for at-home parents trying to preoccupy their kids during the workday. Wave 6 of our #COVID19 Weekly Tracker shows 49% have increased their use of virtual meeting sites & 35% have experienced kids making cameos on video calls. https://bit.ly/ZoomParenting
As COVID-19 cases and deaths continue to rise the United States, Americans have grown more wary about taking trips this year, according to ongoing tracking by the Harris Poll.
A bleak indicator for the summer travel season: Only one-third of Americans (33%) say they’ll stay in a hotel and barely a quarter (28%) will be ready to fly within three months of the COVID-19 curve flattening.
“It’s not surprising to me that people grew more concerned about travel because America has not yet crested the curve and they are largely following the shelter-in-place orders,” says John Gerzema, CEO of the Harris Poll.
The data reflects that Americans are now taking the public health danger much more seriously than they did a few weeks ago. “In our latest Harris Poll wave from this past weekend, 56 percent of Americans fear they could die from coronavirus,” says Gerzema. That’s more than doubled from 27 percent on March 14.
Meanwhile, two thirds of Americans (68%) think the amount of fear is sensible given how serious the pandemic has become. “That’s a stark reversal from three weeks ago when 56 percent said the amount of fear is irrational and people were overreacting,” says Gerzema.
Since the Harris Poll began tracking changing sentiment during the COVID-19 pandemic, Americans have been mentally pushing out the time frame for how long it will take for them to travel.
One in six Americans (15%) say they will stay in a hotel within a month of the curve flattening, which is down 6 percent in two weeks. Add another 18 percent (33% combined) who say they’ll stay in a hotel within three months. Extend that to six months out, and a slight majority (52%) of respondents say they’ll be ready to visit a hotel, down 8 percent in two weeks.
The numbers are similarly dismal for the airline industry, with only one in six (14%) Americans saying they’ll fly within a month after the government signals that COVID-19 is abating. Another 14 percent (28% combined) say they’ll fly within three months. Worryingly, less than half of Americans (42%) think they’ll be ready to fly at the six-month point.
The cruise industry will have the longest road to recovery. Only 8 percent of Americans say they’ll get on a cruise ship within a month of the curve flattening. By the six-month mark, less than a quarter (22%) of respondents will be ready to sail. Half of Americans (50%) say it will take a year or more before taking a cruise.
Still, it’s not all bad news. Gerzema points out that there are also signs of pent-up demand. Over a third of Americans (35%) say they have felt claustrophobic since the stay-at-home orders have gone into effect, with a 16-point spread between younger adults ages 18-49 (42%) and older adults ages 50+ (26%) who feel this way.
People are most likely to start with outings close to home. “In a new question we ask,” says Gerzema, “the three things Americans miss most are: dining out at restaurants and bars (51%), gathering with friends and family (49%) and shopping in stores (39%).”
To a large extent, how quickly Americans return to traveling will depend on the economy. In the latest Harris Poll, six out of 10 Americans (60%) said they are concerned they could lose their jobs due to the coronavirus pandemic, which is up 4 percent since last week.
Methodology: This survey was fielded online among a nationally representative sample of 1,993 U.S adults from April 3-5, 2020.
See the full article at Forbes.
It’s difficult to gauge — in the middle of the crisis — how exactly the U.S.-China relationship is changing. But everyone senses it will never be the same. Political leaders in Washington and Beijing have put their war of words on hold for the moment. But there is clear evidence that China is planning to use the crisis to its economic and political advantage worldwide.
Inside the Beltway, Republicans attack Democrats, Joe Biden and the media for not being critical enough of the Chinese Communist Party. Democrats attack President Trump for saying “Chinese virus” and attack any Republicans who blame the coronavirus pandemic on the CCP as racist.
Yet a new poll shows that, outside the Beltway, the coronavirus crisis is actually bringing Americans together on the China issue. Republicans and Democrats now largely agree that the Chinese government bears responsibility for the spread of the pandemic, that it can’t be trusted on this or any other issue, and that the U.S. government should maintain a tough position on China on trade and overall, especially if Beijing again falters in its commitments.
“It’s as much of a consensus issue as you can get in today’s divided world,” said Mark Penn, chairman of the Harris Poll. “Overall, there’s very little trust for anything that the Chinese government says or does, especially its premier. Xi Jinping has less than half the credibility of President Trump in this poll.”
Of the nationally representative sample of 1,993 American adults Harris surveyed online between April 3 and April 5, a net total of 23 percent said Xi, the Chinese president, was a trustworthy source of information related to the covid-19 outbreak, with Republicans and Democrats closely aligned. The White House and the U.S. media rated 53 and 60 percent in trustworthiness, respectively, with Republicans tending to support the former and Democrats the latter.
Read the full story at The Washington Post.
Shoppers are ready to spend once the crisis is over
Americans are optimistic that their lives will go back to normal (or whatever normalcy will look like post-pandemic) in about seven months, but they’ll be going about their ordinary routines with more caution. It might take a bit longer to forgo “quarantainment” for entertainment such as traveling, or visiting their local eateries and social spots.
Since the beginning of March, The Harris Poll, a market research and global consulting firm, has been surveying public sentiment about the coronavirus outbreak. The fifth wave of the COVID-19 Tracker, based on the responses of 2,016 U.S. adults polled March 28-30, spanned a broad range of topics including the economy, healthcare, jobs, education and mental health.
Here’s how they say life has changed under the limitations imposed by coronavirus, how they see related marketing and their sentiments about the future.
Ambivalence about marketing related to COVID-19
Opinions about advertisements discussing the novel coronavirus are mixed.
While 40% of respondents think it’s a good thing for brands to find a way to stay relevant amid the coronavirus outbreak, a third feel that marketers should only advertise if they’ve taken direct action to address the situation.
A quarter of the survey’s participants believe that marketers are just tying brands to the pandemic for publicity, and most perceive these efforts as contrived, forced and inauthentic, especially if those brands and companies have not been behaving in favorable ways during the crisis.
Forty-four percent of Americans polled said they only rarely or sometimes engaged with COVID-19-related ads, and 40% said they never do.
Everything can be ‘quarantainment’
Leisure activities and social media are riding a consumption high as more Americans seek “quarantainment” to get them through the monotony of seclusion.
Nearly 60% of Americans surveyed are watching more broadcast TV; 56% are using their smartphone more, including 50% who are streaming more television; and 35% are reading more books.
Young adults and parents have also increased their use of social media by 60%. Apps for news, virtual meetings, playing music and gaming have also seen a significant rise in consumption.
More than a third of parents reported increased usage of wellness apps, which is nearly double the number of adults surveyed without children (19%).
Small business owners are struggling, but most remain optimistic
According to another recent Harris Poll report, almost 75% of small business owners surveyed said revenue was down since the start of the pandemic; 28% of those surveyed said revenue was down by more than 50%.
Nevertheless, a large majority of those small business owners (83%) are optimistic their businesses can survive under two weeks of the current conditions. Confidence waned slightly by the one-month mark (75%), and only 58% of poll participants believed their business could stay alive during a three-month shutdown.
Sixty percent of these small business owners felt supported by their community during this trying time.
Americans are planning to both spend and save
Harris researchers pointed to growing pent-up demand during this lull as a silver lining for both the travel and hospitality industries, as well as small businesses hunkering down through financial difficulties.
By the first month after “normalization,” most survey participants (63%) marked a willingness to resume routine activity like going into the office. Forty-three percent of respondents said they would visit restaurants by the first month post-pandemic, while about 69% said they’d treat themselves to dining out within three months.
Within a month, 20% were willing to stay in a hotel; that number jumped to 44% within three months, and 65% by six months.
While Americans are planning to spend once they’re free to venture outside of their homes, they’re also making a commitment to prepare for another disaster by saving up.
Nearly 60% of survey participants said they would keep more money in savings to prepare for another possibly pandemic, and 32% said they would stockpile nonperishable foods.
The Harris Poll is committed to providing the latest in public opinion polling on the Coronavirus outbreak as a free service to public health officials, media, policymakers, the business community, and the American public. If you’re interested in understanding how the Coronavirus is impacting your business, please contact Amber Broughton or Jen Musil.
To download the full report, please fill out the form below.
[gravityform id="13" title="false" description="false"]
Download the questionnaire & data used in this report.
NEW YORK, April 1, 2020 –
The Harris Poll EquiTrend survey is fielded each year in January, therefore, the results released today are based on data collected before much of the U.S. was impacted by events surrounding the global pandemic, COVID-19. Measuring brand health over time, the EquiTrend Brand Equity Index is comprised of three factors – Familiarity, Quality and Purchase Consideration – that result in a brand equity rating for each brand. Brands ranking highest in Equity receive the Harris Poll EquiTrend “Brand of the Year” award for their respective categories. This year, more than 39,000 U.S. consumers assessed nearly 2,000 brands across 200 categories.
The Harris Poll 2020 EquiTrend Brands of the Year
This year, the 32nd year that The Harris Poll has been measuring brand equity, 93 companies were awarded the coveted Brand of the Year designation across 90 categories.
|Category||Award Name||2020 Award Companies|
|Nonprofit||Animal Welfare Nonprofit||American Society for the Prevention of Cruelty to Animals (ASPCA)|
|Media||Audio Streaming Services||YouTube Music|
|Restaurant||Casual Dining Restaurant||The Cheesecake Factory|
|CPG||Coffee||(TIE) Dunkin' Donuts Coffee/Starbucks Coffee|
|Restaurant||Coffee Shop||Krispy Kreme|
|Tech||Computer Manufacturer||Microsoft Computers|
|Retail||Convenience Store||Wawa Convenience Store|
|Retail||Department Store||Kohl's Department Stores|
|FSR||Digital Investing||Vanguard Personal Advisor Services|
|Nonprofit||Disability Nonprofit||National Autism Association|
|Travel||Economy Hotel||Baymont Inn & Suites|
|Home||Exercise Equipment||ProForm Exercise Equipment|
|Travel||Extended Stay Hotel||Home2 Suites by Hilton|
|Media||Factual Entertainment Television||Discovery Channel|
|Tech||File Storage||Google Drive|
|Retail||Footwear Store||DSW (Designer Shoe Warehouse)|
|Travel||Full Service Airline||Hawaiian Airlines|
|Tech||Gaming Console||Nintendo Gaming Consoles|
|Media||General Entertainment Television||AMC Television Network (American Movie Classics)|
|CPG||Greeting Card||Hallmark Greeting Cards|
|Retail||Hardware & Home Store||Lowe's Home Improvement|
|Retail||Health & Beauty Retail||Bath and Body Works|
|Home||Health & Fitness Club||Planet Fitness Clubs|
|FSR||Health Insurance||Blue Cross Blue Shield|
|Nonprofit||Health Nonprofit||St. Jude Children's Research Hospital|
|Retail||Home Goods Store||Bed Bath & Beyond|
|Retail||Home Meal Kit Service||HelloFresh|
|CPG||Household Cleaner||Windex Household Cleaner|
|CPG||Ice Cream||Häagen-Dazs Ice Cream|
|Home||Insulated Drinkware||YETI Rambler|
|Nonprofit||International Aid Nonprofit||Food For The Poor|
|FSR||Investment||Fidelity Investments Financial Services|
|Media||Kids TV||Disney Channel|
|CPG||Laundry Detergent||Tide Laundry Detergent|
|FSR||Life Insurance||(TIE) MassMutual Insurance/Prudential Life Insurance|
|Auto||Luxury Automotive||Mercedes-Benz Vehicles|
|Retail||Luxury Department Store||Neiman Marcus|
|Travel||Luxury Hotel||Waldorf Astoria Hotels & Resorts|
|Tech||Mapping App||Google Maps|
|Tech||Media Streaming Device||Amazon Fire TV/Fire Stick|
|Restaurant||Mexican Restaurant||Chipotle Mexican Grill|
|Travel||Midscale Hotel||(TIE) Holiday Inn Express Hotels & Resorts/Wyndham Garden Hotels|
|Nonprofit||Military & Veteran Serving Nonprofit||Disabled American Veterans (DAV)|
|FSR||National Bank||CHASE Bank|
|Media||News Service||National Public Radio (NPR)|
|Auto||Non-Luxury Automotive||Toyota Vehicles|
|Auto||Online Auto Shopping||Kelley Blue Book (KBB.com)|
|FSR||Online Bank||Capital One 360 Bank|
|Home||Online Home Search||Zillow.com|
|Home||Online Job Search||Indeed.com|
|Travel||Online Travel Service||Google Flights|
|Media||Pay Cable TV Network||HBO Television Network|
|Retail||Pet Supply Store||PetSmart Stores|
|Restaurant||Pizza Restaurant||Pizza Hut|
|CPG||Popcorn||Orville Redenbacher's Popcorn|
|CPG||Potato Chip||Lay's Chips|
|Travel||Premium Hotel||Hilton Hotels & Resorts|
|FSR||Property and Casualty Insurance||AAA Insurance|
|Home||Real Estate Agency||Berkshire Hathaway HomeServices Real Estate|
|Restaurant||Sandwich Shop||Panera Bread|
|Tech||Smart Speaker||Google Home|
|Telecom||Smartphone||Apple iPhone Smartphones|
|Media||Social Networking Site||YouTube|
|Nonprofit||Social Services Nonprofit||Ronald McDonald House Charities|
|Home||Sport League||NCAA Football|
|Retail||Sporting Goods Store||Finish Line Sporting Goods|
|CPG||Sports Drink||Gatorade Sports Drink|
|Tech||Tablet Computer||Apple iPad Tablets|
|Media||TV & Internet Provider||Google Fiber|
|Media||TV Network||PBS Television Network (Public Broadcasting Service)|
|Media||TV News||The Weather Channel|
|Travel||Upscale Hotel||Courtyard Marriott|
|Travel||Value Airline||Southwest Airlines|
|Retail||Value Store||Dollar Tree|
|Tech||Virtual Personal Assistant||Apple Siri|
|Tech||Wearable Tech||Apple Watch|
|Telecom||Wireless Carrier||Verizon Wireless|
|CPG||Yogurt||Chobani Greek Yogurt|
|Nonprofit||Youth Nonprofit||Girl Scouts of the USA|
The 2020 Harris Poll EquiTrend Study is based on a sample of 39,100 U.S. consumers ages 15 and over surveyed online, in English and Spanish, in the month of January. The survey took an average of 30 minutes to complete. The total number of brands rated was 1,708. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 900 ratings. Data was weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by sex, education, race/ethnicity, region, and income. Data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. Because the sample is based on those who agreed to participate in Harris Poll surveys, no estimates of theoretical sampling error can be calculated.
The Brand Equity Index is the keystone to the EquiTrend program, providing an understanding of a brand’s overall strength. A brand’s Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration. Brand of the Year is determined by a simple ranking of brands.
The Harris Poll EquiTrend methodology has been validated by academic business experts in the Journal of Marketing Research (1994) and International Journal of Research on Marketing (2012).
These statements conform to the principles of disclosure of the National Council on Public Polls.
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S.; tracking public opinion, motivations and social sentiment since 1963. The Harris Poll is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. The Harris Poll works with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Learn more at www.theharrispoll.com @HarrisPoll