Nextdoor Insight Series #5: The changing consumption patterns of U.S. neighbors April 2021
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Nextdoor Insight Series #5: The changing consumption patterns of U.S. neighbors April 2021
Introduction Methodology
For the 5th Nextdoor insight series, we All figures in this report are
place the spotlight on U.S. neighbors – drawn from GWI’s online
03 Key insights consumers aged 16-64 who have used research among internet users
the Nextdoor app/platform in the last aged 16-64. They only interview
month. This report focuses on: respondents aged 16-64 and
figures are representative of
04
Changing lifestyle
Finances – How has this group handled the online populations of each
and financial outlook
their finances amid the pandemic? market, not its total population.
What changes have they made to their
daily spending? Each year, GWI interviews over
In this
09 Changing spending patterns 100,000 U.S. internet users aged
Media & lifestyle – What are their daily 16-64 via an online questionnaire
habits, and how have these changed for their Core dataset. Among
report 16
Vertical spotlights: throughout 2020? What types of media this cohort, there were 4,518
do they spend most of their time on neighbors in the U.S. in 2019, and
Auto, CPG, dining, finance, home Missed Nextdoor’s
each day? 7,462 in 2020.
improvements, retail, telecom, travel past Insights series?
Purchasing behaviors – What was the Indexes are referred to Find them below:
impact of COVID-19 on their purchasing throughout this report. Indexes
31 Appendix behaviors and attitudes? How do they are used to compare any given Insights series #1:
prefer to shop now, and what are they group against the average (1.00), In an era of social distancing
planning for future purchases coming which unless otherwise stated neighborliness is on the rise
out of the pandemic? refers to the market average. Insights series #2:
32 Methodology For example, an index of “1.20” Strength in neighbors
Brand preferences – How have means that a given group is
Insights series #3:
neighbors’ expectations of brands 20% above the market average,
It starts with a wave
changed throughout COVID-19? What and an index of “0.80” means
can brands do to better that an audience is 20% below Insights series #4:
appeal to them? the market average. 2020 brought us home
02
Key
insights
They tried new Online shopping is
Neighbors hobbies at home and at an all time high, They’ve become more
have become spent more time on but will it last? conscious shoppers
‘accidental savers’ media – but most of Neighbors’ online shopping boomed
through the pandemic, and the share of
The pandemic has shifted what
neighbors want from brands. They’re
Neighbors put unnecessary spending
on hold in 2020. They acted financially
it was short-lived purchases they made online has grown
across categories. That said, neighbors
making more conscious efforts to support
local and independent businesses, and
cautious and built up cash reserves More time at home meant neighbors’ seem to be craving the in-store experience are demanding brands to behave in a
they’ll be looking to spend as their adopted new hobbies and spent longer once again and are losing enthusiasm for more socially and environmentally
confidence grows. consuming media. online shopping. responsible manner.
03
01
Changing lifestyle
and financial outlook
04
Savings and 1 Positive outlook for finances 2
investments % of neighbors who think their personal finances will get better in the next 6 months
% who have savings/investments
Average Urban S
Suburban R
Rural Average 16 34 years
16-34 35
35+ years
52 33 37 41 52 33 37 41
56 32 38 47 69 40 44 53
52 35 36 39 47 31 34 37
46 24 43 33
85%
2019
Changing financial outlook
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Along with the rest of the world, neighbors’ 2020 2020 2020 2020 2020 2020 2020 2020
financial confidence suffered as a result of the 88%
COVID-19 pandemic. 2020
When the world first went into lockdown, Average Female Male
neighbors’ financial outlook for the next 6 months
52 33 37 41
was bleak. Neighbors reacted by cutting back 51 30 33 39
on unnecessary spending and delaying any large
Neighbors have become
55 39 46 45
purchases. This cautiousness has paid off and
their financial outlook has now improved, though
they’re still yet to be as financially confident as 4 in 10 neighbors ‘accidental savers’ – but
they were. Rural and female neighbors are the
reduced spending on they’re not as financially
least positive about their financial outlook.
non-essentials due to confident as they were
Cut backs in daily spending have meant some
neighbors have become ‘accidental savers’,
the pandemic Q1
2020
Q2
2020
Q3
2020
Q4
2020
before the pandemic
building up reserves of cash they’ll be ready to
spend once the pandemic subsides. GWI 2019-2020 (avg. of waves conducted between Q2 2019–Q4 2020) 4,518 (2019), 7,462 (2020) neighbors in the U.S. aged 16-64
Changing lifestyle and financial outlook 05
Changing interests & hobbies 3
% of neighbors who are...
Changing leisure time 100
Exercising at least twice a week
Interested in cooking
Neighbors, like the rest of the There’s evidence that many of to get back to eating out at
world, had to adjust and adapt these behavioral changes are restaurants, and they were around Interested in live events
their daily lives during lockdown. actually short-lived. Across most 20% more likely than the average
Interested in gardening
Without the option to go out behaviors and interests, we saw U.S. consumer to be keen to get
80
to restaurants or events, they a peak during the first couple back to visiting cinemas. Eating fast food weekly
explored new hobbies at home. A quarters of the pandemic, but Eating out at restaurants weekly
March 2021 Nextdoor poll found this has dropped off slightly. Interest in live events declined
Visitng the cinema monthly
that 42% of neighbors took up While part of the decline could heavily throughout the year, but
a new hobby because of the potentially be attributed to the rose slightly through the summer –
60
pandemic, with rates rising to changing of seasons, it may also perhaps in part due to neighbors’
around 50% in New York. be in part due to the country higher comfort with outdoor rather
slowly re-opening to varying than indoor events. In February
Exercising became more of degrees and people adapting to 2021, 71% of neighbors were
a priority, and many took up a new ‘normal’. uncomfortable with the idea of
new hobbies like cooking and large indoor events, compared 40
gardening. In the absence of What’s interesting is there are to 65% who were uncomfortable
dining out, fast food consumption signs that getting out has, at least with large outdoor events. This
took off too, as local restaurants temporarily, lost its attraction. change suggests that in the
began diversifying and offering Neighbors are less likely to describe coming summer months neighbors
take-out options. People also themselves as social/outgoing may show higher interest in these 20
turned to the Nextdoor platform now than they were, suggesting events again – especially as more
to connect with others during this the pandemic has led to a ‘FOGO’ neighbors qualify for and receive
time, and some of the fastest (fear of going out). That said, once the vaccine with continued rollout.
GWI Q4 2019 – Q4 2020
growing groups were centered restrictions ease, neighbors seem Looking ahead, in March 2021,
around helping neighbors to find relatively keen to get back to a 28% said they were most looking 4,518 (2019) & 7,462 (2020)
0
neighbors in the U.S. aged 16-64
platonic or romantic relationships. new normal. In March 2021, 44% forward to attending music Q4 Q1 Q2 Q3 Q4
of neighbors said they are excited concerts once restrictions ease. 2019 2020 2020 2020 2020
Changing lifestyle and financial outlook 06
Hobby uptake through the pandemic 4 Desired activities post-lockdown 5
% of neighbors who said the pandemic led them to take up a new hobby % of neighbors who are most looking forward to doing the following when restrictions end
42 49 46 45 44 43
44 36 28 21 20 19 15
IDX 1.04 IDX 1.21 IDX 0.98 IDX 1.03 IDX 0.87 IDX 1.00 IDX 0.94
Eating at a Visiting the Attending Going to Going to the Visiting Getting a
restaurant cinema music pubs/bars gym museums haircut/beauty
concerts treatment
GWI March 2021 Zeitgeist 318 neighbors in the U.S.
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Average New York California Georgia Washington North Carolina
In March 2021, 53% Since the start of the
Nextdoor March 2021 member poll among 44,005 respondents
of neighbors said pandemic, the proportion
they wanted to have of neighbors who describe
In a March 2021 Nextdoor member poll, 42% of neighbors the vaccine as soon themselves as ‘social/outgoing’
said that the pandemic had led them to take up a new hobby as it’s available has fallen from 46% to 42%
Changing lifestyle and financial outlook 07
Changing media behaviors 6
Neighbors average time spent on the following (h:mm)
2:57 3:09 2:25 2:49 1:51 2:00 1:22 1:30 1:12 1:32 0:41 0:55
Changing media time
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
With stay-at-home orders issued, with other social platforms, especially
neighbors found themselves with more with newer and ‘younger’ services 16% of
time on their hands. As a result, media
consumption boomed and neighbors
like Snapchat and TikTok; about 75%
of neighbors don’t use each of these
neighbors Broadcast TV Online on
a mobile
Social media Music
streaming
Online TV
streaming
Games
consoles
spent more time glued to their screens. platforms. Even for bigger names like haven’t
Nearly 50% of U.S. neighbors were Instagram and Pinterest, over 50%
spending over two hours a day on haven’t visited at all in the last month. visited
their smartphones at the height of the
outbreak last summer, up from just over Watching online TV is another
Facebook Social media overlap
16
40% at the end of 2019. behavior that’s taken off during the
pandemic among neighbors – and it
in the As a % of neighbors who visited
Nextdoor at least once per month 47
36
Gaming and music streaming also looks like the growth is here to stay. past month 74 74 74 73
58 54 52
became increasingly popular among While enthusiasm for most media has Did not visit Also visited
neighbors, and it’s no surprise that waned over time, the growth in online
social media time grew too. The TV among neighbors has sustained 84
average neighbor now spends 2 hours itself. Their love of TV extends across 64
53
a day on social media, up from 1 hour a variety of genres, but they stand 42 46 47
50 minutes in 2019. It’s likely that a out the most from the average for 26 26 26 27
large share of this time is spent on the streaming/watching lifestyle content GWI Q1 2021
Nextdoor platform itself. Neighbors (e.g. around gardening and cooking),
2,628 neighbors in
have relatively limited engagement talk shows and reality TV. the U.S. aged 16-64
Changing lifestyle and financial outlook 0802
Changing
spending
patterns
09Nextdoor ecommerce COVID-19 purchasing behavior changes 7
brand mentions Since the pandemic began, % who agree with the following statements when thinking about purchases
Growth in brand mentions on Nextdoor
Changing shopping attitudes in last year (Q1 2021 vs Q1 2020)
Large purchases: Neighbors Average social networker
Small purchases: Neighbors Average social networker
It’s no surprise that neighbors’ there’s been a boom in online
shopping behaviors were shopping that has expanded
forced to change abruptly and
drastically when the world shut
into a variety of industries. +187% 61
48
41
34
19
16
24
17
17
13
22
15
12
11
19
15
down. When all non-essential Neighbors still kept local
stores were shut, consumers businesses in mind during
went into a frenzy; and while
the frenzy has died down,
these difficult times and
continued to support them as
+98%
neighbors are still shopping much as they could – with over
more frequently – both in a fifth of neighbors saying
general and online – than they
were before the pandemic.
they rely more on local/
independent businesses now
+80%
than they did pre-pandemic.
They’ve adapted to new
conditions by buying more More generally, when we ask
Nextdoor Q1 2021 vs Q1 2020
products online and doing them whether they would
so more frequently. This isn’t rather shop at big vs local
a short-lived trend, it’s one retailers, the latter wins for
that’s continuing even now. this group. This is something
Neighbors have been buying that’s particularly important to
more online for both larger neighbors, and especially those
(61%) and smaller purchases in rural areas (68% say they
(41%) than the average prefer local retailers) – and this
I buy more I use loyalty I rely more on I shop more
social networker. Online is particularly clear when we items online points more independent frequently
shopping was already popular compare them to other groups businesses
pre-pandemic, but without like Facebook users.
the option to shop in-store GWI Zeitgeist February 2021 156 neighbors and 1,934 social media users in the U.S. aged 16-64
Changing spending patterns 10Big vs local retailer preferences 8 Support for local businesses 9
% who would rather shop from the following types of brands / businesses % who say they’re supporting local businesses more now than before the pandemic
Big retailers Local retailers
Average neighbor Average social media user
23 20 19 17 17 13 12
IDX 2.12 IDX 1.85 IDX 1.72 IDX 1.57 IDX 1.52 IDX 1.15 IDX 1.06
Q2 2020 46 54 Q2 2020 50 50
Q3 2020 45 55 Q3 2020 50 50
Q4 2020 44 56 Q4 2020 48 52
Rural 35+ Suburban Average Neighbors Urban Facebook
Rural neighbors Urban neighbors neighbors neighbors neighbors neighbor with children neighbors users
Q2 2020 41 59 Q2 2020 51 49
GWI March 2021 Zeitgeist 318 neighbors in the U.S.
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Q3 2020 42 58 Q3 2020 47 53
Q4 2020 32 68 Q4 2020 47 53
A fifth of neighbors rely more on
independent/local businesses
GWI 2020 7,462 neighbors and 73,814 social media users in the U.S. aged 16-64 than they did pre-pandemic
Changing spending patterns 11Brand choice influencers
3 in 4 neighbors think brands 10
% who...
should be doing more to
address environmental issues Neighbors Average social networker
48% | 43% 47% | 38% 42% | 38% 37% | 31%
Brand choice influencers
When much of the world locked down, the decisions. As many as 3 in 4 neighbors think
environment appeared to get a new lease brands should be doing more to address
of life and showed signs of a rapid recovery. environmental issues, and they generally hold
But what also came was a waste problem; brands to higher standards than other social Want brands to Say reviews from other Want brands to Want brands to
be socially responsible customers encourage be eco-friendly support local suppliers
takeaway food, PPE usage and growing online media users. them to buy
shopping led to a mountain of waste piles.
Their call on brands to be better extends GWI Q4 2020 3,371 neighbors and 16,375 social media users in the U.S. aged 16-64
Neighbors are a very environmentally- beyond environmental impact into social
conscious group. They’re 30% more likely than responsibility, with nearly half of neighbors
the average U.S. consumer to say they always saying they want brands to be socially
recycle, and they’re planning to take action to responsible – which compares to 43% for
reduce their impact. In the next six months, 3 the average social networker. In addition,
in 10 say they plan to buy more sustainable another cause that has become widely
products, while 36% want to cut back on the supported by neighbors amid the pandemic
plastic and packaging they use. is support for small, local and independent
businesses, and they’re 20% more likely than
Brands need to reduce packaging
Now more than ever neighbors are actively
considering a brand’s environmental and
the average social networker to want brands
to support local suppliers.
and source recyclable packaging
social impact when making purchasing to win over neighbors
Changing spending patterns 12Environmental brand actions 11
% of neighbors who want to see brands do more of the following when it comes to environmental issues
IDX
Create products with recycled packaging
74 1.48
Create products with less packaging
68 1.36
Use less chemicals in products/use more natural ingredients
55 1.26
Offer more affordable eco-friendly products
53 1.11
Be more transparent about their sustainability practices/policies
45 1.27
Partner with local environmental groups
38 1.37
Donate to environmental groups/causes
33 1.10
GWI January 2021 Zeitgeist 132 neighbors in the U.S. aged 16-64
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Changing spending patterns 132019 vs 2020 purchasing 12
% change in the number who have bought these items in the last 3-6 months
Average Neighbors Facebook
neighbor with children users
Home & furniture items +11 +15 +9
Electronics +11 +11 +10
Medicines & healthcare items +8 +9 +6
Purchasing behaviors Automotive & transport +6 +10 +6
Neighbors have been financially cautious they’ve been buying more than other Leisure & entertainment +5 +7 +2
through the pandemic, with many cutting social platform users – especially those
back on non-essential spending. who have children. Financial products +3 +10 +4
Personal care items +2 +3 +2
Looking at how purchases have changed The other good news is that with their
since 2019 at a category level shows that additional pent up savings, neighbors are Alcohol +2 +6 +4
it’s actually only a couple of areas that eager to get back spending. In fact, when
have declined – specifically travel and you compare the end of 2019 with the end Household products +1 +2 +3
personal items. of 2020, this group is now more likely to
Groceries +1 +1 +1
say they’re planning to buy all categories
That said, there are a number of than they were in 2019 – showing how Personal effects 0 0 -1
categories that have actually seen confidence and purchase intention has
growth – and more growth than average. managed to rebound so strongly. The Personal items -3 +1 +1
Over the last six months, they’ve been only exception to this is travel and leisure,
investing more into their homes – with but neighbors are still 23% more likely Travel & leisure -17 -13 -14
home and furniture purchases seeing than the average social networker to be
an 11% increase compared to 2019. planning to spend on travel and leisure in
And across other key categories like the next six months. GWI 2019–2020 (avg. of waves conducted between Q2 2019–Q4 2020)
electronics, automotive and healthcare, 4,518 (2019) & 7,462 (2020) neighbors and 75,625 (2020) Facebook users in the U.S. aged 16-64
Changing spending patterns 14Planned major purchases 13
% who plan to make major purchases in the following categories in the next 3-6 months
65 54 43 51 33 48
2019 2020 2019 2020 2019 2020
Travel and leisure Electronics Home and furniture items
41 42 30 34 23 26
2019 2020 2019 2020 2019 2020
Personal items Financial products Automotive and transport
GWI 2019–2020 (avg. of waves conducted between Q2 2019–Q4 2020)
4,518 (2019) & 7,462 (2020) neighbors in the U.S. aged 16-64
Neighbors are more eager to get spending
now than they were at the end of 2019
Changing spending patterns 1503
Vertical
spotlights
16Hybrid & electric 14 Driving frequency 15
car ownership % of neighbors who drive a car more than once a week
% of neighbors who own
the following types of car 70 60 75 74 74
Hybrid
Auto
Despite 7 in 10 neighbors driving more than once a week, car 7%
purchasing declined across all audiences in 2020 compared to 2019. 2019
Cars were one of the major purchases neighbors chose to delay as a Average Urban Rural Suburban Neighbors with
result of COVID-19. neighbor children
Towards the end of the year, neighbors started making delayed
purchases again – showing that the market decline is purely
9%
temporary and is picking back up. Looking to the next six months, 2020 Car purchase intention
the outlook for automotive looks positive too. Around 1 in 5 say % of neighbors who plan to purchase a car in the next 6 months
they’re planning to buy a car in this time period, with younger and
urban neighbors particularly ahead.
Neighbors are starting to consider hybrid and electric vehicles –
speaking to their eco-friendly attitudes and behaviors. The number 17% 23% 23% 20%
who currently have a hybrid vehicle has ticked up since 2019 and Electric IDX 0.99 IDX 1.32 IDX 1.32 IDX 1.15
mentions of Tesla on Nextdoor have grown by 90% YoY – meaning
mentions of Tesla have now outstripped other car brands.
2%
2019
In terms of brand preferences, they’re more likely than the average Average neighbor Urban 16-34 years Neighbors with children
U.S. consumer to have a Toyota or Honda, but there are key
differences based upon where neighbors are living. In particular, 3%
those in rural locations are twice as likely as those in urban areas to 2020 GWI 2020 7,462 neighbors in the U.S. aged 16-64
have a Ford, and are similarly ahead for having a Chevrolet. Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Vertical spotlights 17Favorite car brands 16 Nextdoor car Car purchases 17
% of neighbors who currently own the following car brands brand mentions % of neighbors who have purchased a car in the last 3-6 months
Growth in brand mentions
on Nextdoor in last year
Toyota Honda Ford Chevrolet Nissan 24 23 21 21 23
(Q1 2021 vs Q1 2020)
Average
neighbor
17 14 14 13 9 Honda, Toyota
and Chevy are the
most mentioned
car brands
Urban
neighbors
16 11 10 11 8 on Nextdoor.
The car brands
with the highest Q4 Q1 Q2 Q3 Q4
Rural 2019 2020 2020 2020 2020
neighbors
16 14 20 18 7 increase of
mentions over the
past year include COVID-19 impacted car sales in
Tesla (+90%), 2020, but only slightly: 22% of
U.S.
average
15 12 14 12 8
Chevy (+16%) and neighbors have bought a car in
BMW (+10%) 2020, down from 24% in 2019
GWI 2020 7,462 neighbors in the U.S. aged 16-64 Nextdoor Q1 2021 vs Q1 2020 GWI 2019–2020 (avg. of waves conducted between Q2 2019–Q4 2020)
4,518 (2019) & 7,462 (2020) neighbors in the U.S. aged 16-64
Vertical spotlights 18Online grocery shopping
69% of those who began using 18
Online makes
% who have purchased groceries online in the last month
curbside pickup for grocery up a bigger
shopping are planning to continue Average
neighbor 40% Neighbors
with children 43% share of CPG
once the outbreak is over +31% change since 2019 +35% change since 2019 sales now
Nextdoor March 2021 member poll
Frequent purchases 19
% who have purchased the following in the last month
Consumer packaged goods (CPG) Neighbors Facebook users
The pandemic paved the way for in purchases among neighbors, and 99 98 92 91 90 89 82 77 67 61
the online grocery industry. Among they’re bigger buyers across the
neighbors, online grocery shopping board than Facebook users. This is
jumped by 31% in 2020, and that clearly one spending area that has
peaks even higher for those who seen a boost through the pandemic.
have children. There are clear signs
this is set to continue: a March Online makes up a much bigger
2021 Nextdoor Member poll found share of CPG sales now than it did
that 69% of those who began in 2019. Across all CPG product
using curbside pickup for grocery categories, nearly 4 in 5 neighbors
shopping are planning to continue are now making more online than
once the outbreak is over. That offline purchases. In addition to Groceries Household Personal care Healthcare Alcohol*
figure peaked to 77% in Texas. groceries, household products, products items items
healthcare items and alcohol have
Beyond grocery, CPG categories like also shown major increases in online GWI 2019–2020 (avg. of waves conducted between Q2 2019–Q4 2020)
household products, personal care purchasing, compared to 2019.
4,518 (2019) & 7,462 (2020) neighbors, 56,278 (2019) & 75,625 (2020) Facebook users in the U.S. aged 16-64;
and healthcare have seen a growth *alcohol data based on those aged 21+
Vertical spotlights 19Personal care brands 20
% of neighbors who use these brands each week
19% 15% 15% 14% 14%
IDX 1.28 IDX 1.24 IDX 1.21 IDX 1.43 IDX 1.39
Minor purchases: offline to online ratio
% of neighbors' purchases made offline
2019 2020
Personal care Groceries Household Healthcare Alcohol*
items products items
64 60 69 60 74 65 83 76 91 85
GWI 2020 7,462 neighbors in the U.S. aged 16-64; *alcohol data based on those aged 21+
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Vertical spotlights 20Nextdoor Fast food vs eating out weekly 21
QSR mentions % who do the following at least once a week
Growth in brand mentions on Nextdoor
in last year (Q1 2021 vs Q1 2020)
Eat fast food Eat out at a restaurant % change since 2019
42 | +8% 47 | +16% 45 | +7%
+75% 35 | –21% 37 | –17% 32 | –14%
+37%
Dining
The inability to eat out has been one of the many major
Chipotle +29%
changes to neighbors’ daily lives amid COVID-19.
One major result has been food delivery apps becoming even
Nextdoor Q1 2021 vs Q1 2020 Neighbors Neighbors with children Facebook users
more popular than they were pre-pandemic. Neighbors are
32% more likely to have used the Uber Eats app in the last
month, to take advantage of the restaurant takeout options in GWI 2019-2020 (avg. of waves conducted between Q2 2019–Q4 2020)
their area. More generally, 56% of neighbors are now turning 4,518 (2019) & 7,462 (2020) neighbors and 56,278 (2019) & 75,625 (2020) Facebook users in the U.S. aged 16-64
to these food delivery apps each month, up 31% since 2019.
Younger neighbors in particular have been ordering food
delivery more than others, although interestingly, the biggest
jump in usage has been seen among neighbors aged 35+.
Neighbors favor fast food 1 in 5 neighbors ordered
Brand mentions by neighbors on Nextdoor also show clear
signs of a comeback for QSR brands. Brands like Whataburger
over indoor dining and this from Uber Eats in the last
(+75%) and KFC (+37%) have all seen YoY jumps. trend is likely to continue month vs 16% on average
Vertical spotlights 21Food delivery service usage 22
% who have used an app/website to order hot/take-away food for delivery in the last month
2019 Average neighbor 16-34 neighbors 35+ neighbors Facebook users
2020
43 56 61 68 37 52 38 47
GWI 2019-2020 (avg. of waves conducted between Q2 2019–Q4 2020)
4,518 (2019) & 7,462 (2020) neighbors and 56,278 (2019) & 75,625 (2020) Facebook users in the U.S. aged 16-64
Food delivery brands 23
% who use these food/
delivery services
20% 10%
IDX 1.09 IDX 1.23
GWI U.S.A. Q4 2020 4,518 neighbors in the U.S. aged 16-64
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Vertical spotlights 22Planned financial purchases 24 Types of savings & investments 25
% who plan to purchase home contents % who have the following kinds of savings/investments
insurance, home-owners insurance
or a mortgage in the next 6 months
Neighbors Average U.S. consumer % change since 2019
% change since 2019
Cash/savings/pension
82 +3% As of Q4 2020,
Finance
Average neighbor
18%
69
8% of neighbors
Amid the pandemic, neighbors took a
financially-conservative approach; they
+21% Stocks/shares
43 +14%
have crypto
cut back on non-essential purchases and 28 currency,
their spending dipped naturally. As a
result, many became ‘accidental savers’. Mutual/managed investment funds representing a
25%
Not only that, neighbors also took a
Urban neighbors
+34%
39 +4%
22 61% year-on-year
long-term approach and invested more
in stocks/shares in 2020 than in 2019 – Bonds
increase and
and they’re notably more likely to have 17 +13%
11
putting neighbors
investments than average. All in all, the
proportion who say they have no savings/
GWI 2019–2020 (avg. of waves conducted
between Q2 2019–Q4 2020)
Real estate/property
30% ahead of
investments has dropped by over 20%
since 2019.
4,518 (2019) & 7,462 (2020) neighbors aged 16-64
15 +16% the US average
9
Interestingly, a bigger share are now
planning financial purchases than were A greater share of I don't have any savings/investments
9 –21%
in 2019. 1 in 5 neighbors are planning
financial purchases in the next six months,
neighbors are planning 18
which is a 21% increase compared to 2019.
For comparison, the growth seen among
financial purchases GWI 2019–2020 (avg. of waves conducted between Q2 2019–Q4 2020)
Facebook users is just 9%. than in 2019 4,518 (2019) & 7,462 (2020) neighbors and 99,982 (2019) & 100,863 (2020) internet users in the U.S. aged 16-64
Vertical spotlights 23Top search queries Interest in DIY/home improvement 26
on Nextdoor % who are interested in DIY/home improvements
Neighbors invested their
time and money into their Neighbors are
homes in 2020 Plumber bigger home
52% 53% 62%
IDX 1.28 IDX 1.31 IDX 1.53 improvement
Handyman enthusiasts
Home improvements than average
Vaccine
Average neighbor Neighbors with children Rural neighbors
2020 saw neighbors invest more time and money into their homes.
Interest in home improvements took off mid-2020, before declining
again as neighbors gave up on their lockdown hobbies. That said,
they’re still more likely to be interested than average – 52% of
neighbors say so, with interest rising to 62% among rural neighbors.
Electrician Furniture and home items 27
% who have purchased or plan to purchase home/furniture items
While neighbors delayed a number of larger purchases in 2020,
many still continued to purchase home and furniture items. 62% Cat Avg. neighbor Avg. U.S. consumer % change since 2019
say they’ve purchased home or furniture items in the last six
months, up from 55% in 2019. Online buying of furniture has seen 62 57 26 19 49 45
some strong growth among neighbors: 1 in 4 have bought furniture
or home items online in the last six months, compared to 19%
among average U.S. consumers. The top search GWI Q4 2020
While DIY interest may have dipped back down, the home queries on Nextdoor 3,371 neighbors in the
U.S. & 24,475 internet
improvement market looks strong, with neighbors more likely to be
in the market for home purchases than average. In Q1 2021, the top
in Q1 2021 were +13% +14% +35% +46%
users aged 16-64
mostly focused
Index figures are versus
search queries on Nextdoor were still mainly focused on the home, average U.S. consumer and
show likelihood of doing/
with searches for plumbers, handymen and electricians among the Purchased in the last Purchased online in Planning to purchase
top 5 searches made. on the home 6 months the last 6 months in next 6 months
being something e.g.
1.21 = 21% ahead of average
Vertical spotlights 24In-store vs online shopping preferences 28
% of neighbors who would rather do the following
There’s evidence that neighbors may Shop online Shop in-store
be ‘fatigued’ by online shopping;
preference for in-store shopping picked Average neighbor 16-34 year old neighbors
up slightly between Q3 and Q4 2020 Q2 2020 60 40 Q2 2020 66 34
Q3 2020 63 37 Q3 2020 63 37
Retail
Q4 2020 61 39 Q4 2020 63 37
When it comes to preference for in- purchasing clothing, bags, shoes and
store vs online shopping, neighbors accessories declining throughout
show a clear preference for the latter 2020. But, they’re still buying these
– especially younger neighbors. That items at a higher rate than Facebook 35+ year old neighbors
said, we’re also seeing a sense of users. Online also now accounts for an
‘fatigue’ set in around online shopping,
with interest dropping off between
increased share of shopping than it
did in 2019, especially for clothing.
Q2 2020 58 42 In March 2021, 2 in 5
Q3 and Q4 2020. This is likely to go
hand-in-hand with pent-up demand In terms of fashion brands, neighbors
neighbors said they
for aspects of the in-store shopping have still been keen to buy their Q3 2020 63 37 were still shopping
experience, which we’re beginning to
see evidence of.
favorite luxury brands in the last year.
Across names like Calvin Klein, Michael
online more than they
Expectedly, neighbors made retail
Kors and Coach, neighbors are ahead
of the average U.S. consumer for
Q4 2020 60 40 were pre-pandemic
purchases less of a priority throughout buying in the last year.
the pandemic – with rates of GWI 2020 7,462 neighbors in the U.S. aged 16-64
Vertical spotlights 25Retail purchasing behaviors 29 Minor purchases: offline to online ratio 31
% who purchased the following in the last six months % of neighbors' purchases made offline
Neighbors % change since 2019 Facebook users
73 71 66 67 54 47 70 68
53 50 23 19 37 35 17 18 16 12
–11% –7% –9% +4% +1%
Clothing Bags Shoes Fragrances Furniture
Favorite luxury fashion brands 30
% who have bought from these brands in the last year
2019 2020 2019 2020 2019 2020 2019 2020
Neighbors Average U.S. consumer
12 10 11 8 10 7 10 8 8 7
Household furniture Bags Clothing Fragrance
GWI 2019-2020 (avg. of waves conducted between Q2 2019–Q4 2020) 4,518 (2019), 7,462 (2020) neighbors in the U.S. aged 16-64
Neighbors made retail purchases less
Calvin Klein Michael Kors Coach Ralph Lauren Tommy Hilfiger
of a priority across 2020, but they
GWI 2019-2020 (avg. of waves conducted between Q2 2019–Q4 2020) 4,518 (2019), 7,462 (2020) neighbors in the U.S. aged 16-64 still shopped more than average
Vertical spotlights 26Engagement with 5G 32 Mobile network preferences 33
% who say the following best describes % who use the following mobile network
them when thinking about 5G connectivity
AT&T Verizon Wireless T-Mobile
27 27 15 28 22 17 26 28 15 21 38 7 31 18 16 25 30 16
Telecom
Neighbors are tech-savvy and always ready to I want 5G at some
IDX 1.11 42
get their hands on the newest tech products. As point in the future
of late 2020, 55% of younger neighbors were keen
to purchase or upgrade their mobile phone in the
next year.
With the latest and greatest mobile technology
has come the introduction of 5G. Many neighbors
are eager to have access to 5G – they’re 25% I want 5G as soon as possible IDX 1.25 18
more likely than average to say they want access
as soon as possible, while over 40% are keen to
have 5G at some point in the future.
I already have access to 5G IDX 0.83 11
AT&T and Verizon tie for the top mobile network Average 16-34 years 35+ years Rural Urban Suburban
brands among neighbors, but there are clear neighbor neighbors neighbors neighbors neighbors neighbors
divides by location. While those in urban areas I don't know what 5G is IDX 1.00 12
are loyal to AT&T, rural neighbors are fan
GWI Q4 2020 3,371 neighbors in the U.S. aged 16-64
favorites of Verizon – with 38% using the network
compared to only 18% of those in urban areas.
GWI Zeitgeist August 2020
While these regional preferences may be in
part due to differences in network coverage,
neighbors are brand loyal and need incentives to
144 neighbors in the U.S. aged 16-64
Index figures are versus average U.S. consumer
Almost half of neighbors are in the market for a new phone
sway purchasing decisions.
and show likelihood of doing/being something
e.g. 1.21 = 21% ahead of average in the next year, and 5G enablement could sway choices
Vertical spotlights 27Travel frequency Vacations abroad
Neighbors are bigger 34
% of neighbors who are planning to purchase a vacation abroad in the next 6 months
35
% who do the following at least twice a year
travelers than average
17 15 12 11 13
Travel Have a domestic vacation IDX 1.20 54
GWI 2019–2020
Q4 Q1 Q2 Q3 Q4 4,518 (2019) & 7,462 (2020)
2019 2020 2020 2020 2020 neighbors in the U.S.
Neighbors are big travelers, especially when
aged 16-64
compared to other social platform users like
Facebook users. Travel plans were hampered by
the pandemic but there are signs that vacations
abroad could rebound quite quickly. Summer vacation plans Nextdoor member poll
% who say the following about their summer plans 52,876 responses
The numbers planning to purchase a vacation
abroad in the next six months is gradually ticking Have a short-haul
IDX 1.09 20
vacation abroad
back up and currently over 1 in 4 neighbors say
they’re very likely to book a vacation in 2021.
These numbers will also surely increase as more
consumers across the world are vaccinated and
30% 34% 25% 11%
Have a long-haul
countries re-open for travel. IDX 1.11 19 I'm planning to stay I'm traveling within driving I'm flying to a I'm flying to an
vacation abroad
home this summer distance of my home destination in the U.S. international destination
A 2021 Nextdoor member poll found that
staycations were the plan for many neighbors this
year. 1 in 4 were planning to fly to a destination
in the U.S., while 1 in 3 were planning to vacation
GWI Q4 2020 States with neighbors Highest 77% Colorado Lowest 64% New Mexico
within driving distance. Interestingly, those in
3,371 neighbors in the U.S. aged 16-64 most and least likely %* 76% Georgia %* 65% Michigan
75% North Carolina 67% Washington
Colorado were the most likely to say they will travel Index figures are versus average U.S. consumer
and show likelihood of doing/being something
to travel this Summer
this summer. e.g. 1.21 = 21% ahead of average * Among states with at least 500 responses
Vertical spotlights 28Vacation influencers 36 Looking forward 37
% of neighbors who say the following would to vacations
have an impact on where they travel for vacation % of neighbors who are most
looking forward to the following
once lockdown restrictions ease
IDX
Value for money
35 1.10
Taking a domestic vacation
Weather/time of year
30 1.14
Relaxing experience
27 1.02 43%
IDX 1.23
Cultural experience
22 1.23
Being able to visit friends/family
19 1.10
32%
IDX 1.09
Once in a lifetime experience
18 1.06
Taking a foreign vacation
Special offers/deals
18 1.18
GWI March 2021 Zeitgeist
GWI Q4 2020 3,371 neighbors in the U.S. aged 16-64. 318 neighbors in the U.S.
Index figures are versus average U.S. consumer and show likelihood of doing/being something e.g. 1.21 = 21% ahead of average
Vertical spotlights 29Small spends, big impact
30Have you experienced a random act Nextdoor 2021 member poll
of kindness in your neighborhood?
75% of neighbors say they have been a recipient of a random act of kindness –
many of these involved quick purchases to make someone's day.
My husband was out I had a flat tire. A neighbor Just today in ALDI, I let Thank you very much to
yesterday morning to get helped with changing the someone go ahead of me the people who bought our
mail at the post office. On tire, and bought the new in line. After I loaded my drinks at McDonald’s in
his way, he stopped in at tire and put it on for me. groceries into the belt, Grimes yesterday!
Sandy's for a coffee. When Thank you, there are angels the cashier told me that
he went to pay, Sandy said among us. the same young woman
the woman in front of him bought me two Aldi’s bags.
bought his coffee. He came I needed that lift.
home with a big smile.
31Appendix
you purchase online? Which of these
1 Thinking about all the savings and 8 Typically, which of the following would 14 Which type(s) of car/van does your 22 In the past month, which of the 35 Which of theses items are you/your
items did you research online before
investments you said you have, you rather do? household own? following things have you done on the household thinking about purchasing
purchasing? Which of these items are
approximately how much do you think internet via any device? in the next 3-6 months?
you/your household thinking about
they are worth? 9 Which of these are you still doing more 15 On average, how often would you
purchasing in the next 3-6 months?
of compared to before the pandemic? say you do the following things? 23 Which of these food/takeout delivery 36 Which of these have most impact on
2 In the next 6 months, how do you think | Which of these items are you/ services do you use? where you travel for a vacation?
the following will change? 10 When shopping online, which of these 30 When did you last make a purchase
your household thinking about
features would most increase your purchasing in the next 3-6 months? 24 Which of these items are you/your from these luxury fashion brands?
37 Which of these are you most looking
3 Which of these things are you likelihood of buying a product? household thinking about purchasing
interested in? | On average, how often Which of these things do you want forward to doing when lockdown
16 Has your household ever owned cars/ in the next 3-6 months? 31 Which of these products have you or
would you say you do the following brands to do? restrictions ease?
motorcycles from any of these brands? your household purchased in the last
things? | How often do you typically do 25 What kind of savings/investments do
3-6 months? Which of these items did
the following? 11 What do you want to see brands/
17 Which of these items are you/ you have? you purchase online? Which of these
corporations do more of when it comes
your household thinking about items did you research online before
4 Did the pandemic lead you to take up to addressing environmental issues? 26 Which of these things are you
purchasing in the next 3-6 months? purchasing? Which of these items are
a new hobby? interested in?
you/your household thinking about
12 Which of these products have you or
18 In the last month, which of these have 27 Which of these products have you or purchasing in the next 3-6 months?
5 Which of these are you most looking your household purchased in the last
you or your household purchased? your household purchased in the last
forward to doing when lockdown 3-6 months? Which of these items did
Which of these items did you purchase 3-6 months? Which of these items are
restrictions ease? you purchase online? Which of these 32 Thinking about 5G mobile phone
online? Which of these items did you you/your household thinking about
items did you research online connectivity, which of these
6 On an average day, how long do you
research online before purchasing? purchasing in the next 3-6 months?
before purchasing? statements best describes you?
spend on the following? | This data is
13 Which of these products have you or 19 In the last month, which of these have 28 Which of these products have you or
auto-generated based on responses
33 Which mobile network do you use? If
to the Time Spent questions. your household purchased in the last you or your household purchased? your household purchased in the last
you have more than one phone, please
3-6 months? Which of these items did 3-6 months? Which of these items did
20 Which of these brands do you use at answer in relation to your
7 Thinking about larger purchases you purchase online? Which of these you purchase online?
main handset.
(e.g. electronics, clothing) / smaller items did you research online before least once a week?
purchases (e.g. groceries, personal purchasing? Which of these items are 29 Which of these products have you or
care items) since the pandemic began, you/your household thinking about 21 On average, how often would you say your household purchased in the last 34 How often do you typically do
which statements do you agree with? purchasing in the next 3-6 months? you do the following things? 3-6 months? Which of these items did the following?
32Notes from GWI
on their methodology
Introduction users in Egypt, Saudi Arabia and the UAE, where This research is also used to calculate
respondents are allowed to complete the survey the “weight” of each respondent; that is,
All figures in this report are drawn from GWI’s at 6-month intervals). approximately how many people (of the same
online research among internet users aged 16-64. gender, age and educational attainment) are
Please note that we only interview respondents represented by their responses.
aged 16-64 and our figures are representative Our quotas
of the online populations of each market, not its To ensure that our research is reflective of
total population. Mobile survey respondents
the online population in each market, we
set appropriate quotas on age, gender and From Q1 2017 on, GWI has offered our Core survey
GWI’s research education – meaning that we interview on mobile. This allows us to survey internet users
representative numbers of men vs women, of who prefer using a mobile or are mobile-only
Each year, GWI interviews over 688,000 16-24s, 25-34s, 35-44s, 45-54s and 55-64s, and of (who use a mobile to get online but do not use
internet users aged 16-64 across 46 markets. people with secondary vs tertiary education. or own any other device). Mobile respondents
Respondents complete an online questionnaire complete a shorter version of our Core survey,
that asks them a wide range of questions about To do this, we conduct research across a range answering 50 questions, all carefully adapted
their lives, lifestyles and digital behaviors. We of international and national sources, including to be compatible with mobile screens. Please
source these respondents in partnership with a the World Bank, the ITU, the International Labour note that the sample sizes presented in the
number of industry-leading panel providers. Each Organization, the CIA Factbook, Eurostat, the charts throughout this report may differ as
respondent who takes a GWI survey is assigned US Bureau of Labor Statistics as well as a range some will include both mobile and PC/laptop/
a unique and persistent identifier regardless of national statistics sources, government tablet respondents and others will include only
of the site/panel to which they belong and no departments and other credible and robust respondents who completed GWI’s Core survey
respondent can participate in our survey more third-party sources. via PC/laptop/tablet.
than once a year (with the exception of internet
33© GWI 2021
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