[email protected] #COVID19 Poll: Major shifts on #privacy concerns signals a #reputation boost for #tech; 71% are willing to be tracked to help #FlattentheCurve & 37% have a MORE positive view of tech industry
Fear of #coronavirus continues to increase. According this week’s Harris #COVID19 Weekly Tracker, 4 in 10 American’s fear they could die and are swiftly upping their total death predictions. http://bit.ly/HarrisTrackerC-19
Listen to our Managing Director @WendySalomon1 speak to how Harris views Corporate Purpose in the Age of #COVID19 on @Purpose360pod thanks to @carolcone https://open.spotify.com/episode/7e3AHDQNILJg98ShITGdqI
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.
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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
Coronavirus-related layoffs will disproportionately hurt workers in Gen Z, a new study found.
Members of Gen Z, which Pew Research Center defines as those between the ages of 7 and 22, are three times more likely to report losing their jobs or being put on temporary leave as the novel coronavirus outbreak threatens to send the United States into a recession, Harris Poll found in a survey published Thursday. Young service workers are losing more work hours than any other demographic, Harris Poll found.
Almost a third of the Gen Z workers interviewed had been put on leave by their employers or completely laid off, compared with only 13% of workers between the ages of 35 and 54, according to Harris Poll.
Less than two weeks after the World Health Organization declared the novel coronavirus outbreak a pandemic, restaurants, coffee shops, gyms, fitness studios, and cultural institutions have already begun to lay off employees. Some cities forced the closures while others shuttered voluntarily as customers embrace social distancing in an attempt to slow the virus' spread. Air travel has also ground to a halt, leaving airline and hotel employees vulnerable to layoffs as well.
An unprecedented 3.28 million Americans filed for unemployment benefits in the week ending March 21 alone.
Harris Poll surveyed 2,050 adults across the country online between March 14 and 15 and March 17 and 18. The market research firm also weighed participant's responses based on their age, sex, race, education, region, and household income to make their sample more representative of the United States as a whole.
Read the full story at Business Insider.
As the number of COVID-19 cases in the United States continues to skyrocket, Americans are feeling pessimistic about how long it will take life to return to normal, according to ongoing tracking by the Harris Poll.
“Right now we’re seeing a fear of venturing too far away from home and a fear of being in tightly confined spaces,” says John Gerzema, CEO of the Harris Poll.
As of now, over half of Americans (51%) have canceled or postponed upcoming travel plans due to coronavirus (COVID-19). Seventy percent say they would not get on a plane right now, up from 61 percent 10 days ago. Two thirds of respondents (66%) would not dine out at a restaurant, up from 37 percent 10 days ago. This trend is unsurprising, given that many states and municipalities have issued “stay at home” orders and the airline industry is running at reduced capacity.
The Harris Poll results show a notable gender difference, with women taking a more cautious approach compared to men when it comes to their willingness to travel. For example, three quarters of women (77%) are unwilling to travel on an airplane during the outbreak versus six in 10 (62%) men.
For the travel industry, there are indications that it could take months for business to pick up even after the COVID-19 curve flattens, with a significant slice of Americans saying they envision staying relatively close to home for several months following the crisis.
“We’re seeing what looks like a longer-tail effect to get some of these travel options back up to normal,” says Gerzema. In the 30 days after the COVID-19 curve flattens, for example, “people say they are twice as likely to greet people with a handshake than fly on a plane, which I find absolutely just remarkable.”
The chart below shows how long it will take after the curve flattens before a majority of Americans embrace various activities.
When Americans are asked how long after the curve flattens it will be before they will dine out, four in 10 (43%) say they’ll do it within 30 days. The number rises to two thirds (66%) when you include those who will go to a restaurant within three months, and this is true for both men and women surveyed.
One fifth of Americans (21%) say they will stay in a hotel within a month of the curve flattening. Add another 20 percent (41% combined) who say they’ll stay in a hotel within three months. By six months out, six out of 10 (60%) respondents say they’ll visit a hotel. Interestingly, men hit a majority earlier, at the under-three-month mark.
The numbers are a bit more dismal for the airline industry, with only one in six (15%) Americans saying they’ll fly within a month after the government signals that COVID-19 is abating. Another 16 percent (31% combined) say they’ll fly within three months. Worryingly, only about half of Americans (49%) think they’ll be ready to fly at the six-month point. The majority of both men and women hit a majority within four to six months after the curve flattens.
The cruise industry is expected to have the longest road to recovery. Only 10 percent of Americans say they’ll get on a cruise ship within a month of the curve flattening. By the six-month mark, only a quarter (26%) of respondents think they’ll be ready to sail. A combined majority (57%) is hit only when you include people who say it will take a year or more before they will take a cruise. Among men, a majority say they will feel comfortable cruising earlier, within a year of the curve flattening.
It’s important to remember that this is a snapshot taken at a very dark time. “At the moment, getting on a plane or a cruise ship look like high-stakes gambles,” says Gerzema. “Keep in mind that we're not yet in the trough of this crisis. The wave hasn't yet crested. So we would expect to see this sort of near-term pessimistic outlook and concern that people have right now.” Some of these concerns may lift, predicts Gerzema, when the country starts to recover from the crisis.
For more information, see the topline results of the latest Harris Poll.
Methodology: This survey was fielded online among a nationally representative sample of 2,023 U.S adults from March 21-22, 2020.
Read this story in Forbes.