Taking the Pulse | COVID- 19 Recovery Navigator - Wave 17 March 2021
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Taking the Pulse | COVID- 19 Recovery Navigator Wave 17 March 2021
dentsu Recovery Navigator
Since the start of the COVID-19 outbreak, marketers, advertisers and consumers have sought to figure out
how their lives would be changed. Now, almost a year later, our lives haven’t changed – they are changing,
and will continue to do so.
It is in this spirit that dentsu has created a monthly US consumer survey tracking consumer sentiment
towards the changing situation, the results of which are packaged into our ‘Recovery Navigator’ reports.
This report is the seventeenth iteration. You can read previous waves on dentsu.com
Survey Methodology
• Administered through an online research panel, Toluna, on March 12, 2021
• Random sample of 1,000 US respondents
• Age 18-70 years old
• Nationally representative weighting across gender and ethnicity (using latest publicly available US Census
numbers)
Contents 1. Executive Summary 2. COVID-19: Consumer Sentiment 3. Spending Patterns: Consumer Segments 4. Protecting Privacy: Consumer Perspective on Google’s Ad Announcement
Contents 1. Executive Summary 2. COVID-19: Consumer Sentiment 3. Spending Patterns: Consumer Segments 4. Protecting Privacy: Consumer Perspective on Google’s Ad Announcement
Recapping Recent Events
Biden Announces Accelerated Vaccination Normalcy On the Horizon for Vaccinated Third, Sweeping Stimulus Passed
Timeline
Executive Summary
Nov. 11 Jan. 14 Feb. 10 Mar. 12
14 15 16 17
Ending the Year as We Started, New Year, Little Change Recovery Still Eludes Americans Hope on the Horizon
With Uncertainty
As the U.S. reaches another grim Consumers react to the lessening US It appears that consumers finally feel
As we near the end of the year, we ask milestone in the coronavirus case count optimistically, however, they that the pandemic is decisively headed
consumers to reflect on their outlook pandemic, Americans continue to feel remain highly concerned about the risks in the right direction. While there is
compared to the beginning of the pandemic, the worst is ahead of them. Health of the pandemic to their health and the still high concern over health risks,
as well as speculate how their behaviors may risks are still of concern for home- economy. Most anticipate that a return vaccination rates are picking up and
change in the future. to normal will be a gradual and cautious
bound consumers, however, concern consumers are beginning to plan when
for economic health is greater. process even after the virus has been they will feel ready to jump into
All signs point to the US approaching a subdued.
significant tipping point in the pandemic. normal life again.
American consumers feel the worst is yet to Amid disrupted routines, many
come, while feeling a significant send of consumers are taking solace in more This month we debut a new framework The light at the end of the tunnel
to consider how ready different
fatigue and mental stress. Continued distrust time spent with loved ones, on hobbies consumer segments are to return to
couldn’t come at a better time as we
in a vaccine despite recent announcements and in the outdoors. It is clear that continue to see the effects of the
of successful trials illustrate failing normal. The four Segments analyze
confidence in the US. And may result in
while we crave a return to familiarity, differences in demographics, attitudes
pandemic on consumers’ mental
subdued activity even after a vaccine is people have found silver linings. and shopping habits. health.
available.
Technology has been a driving force of And during Black History Month, Following Google’s Ad announcement,
A tumultuous election cycle, that has yet to our ‘new normal’ during the pandemic consumers tell us they continue to we dive into consumer attitudes
come to a full resolution, has not resolved and is playing new, more positive roles expect brands to provide ongoing towards privacy.
consumer uncertainty. One thing is clear – in consumers’ lives.
consumers will continue to expect brands to support for racial equality in the US.
step up to issues in society.
Charting consumer sentiment over the course of the pandemic
Over the last two waves, we have begun to see a steady stream of consumers identifying as “Moving Into Recovery” – increasing 10 percentage
points since mid-January of this year to 21%. This shift comes primarily from a softening of those in “Initial Shock” and “Coming to Grips”.
Asking Consumers to Self-Identify with The Stages of Crisis Response
INITIAL SHOCK COMING TO GRIPS LIVING THE NEW NORMAL MOVING INTO RECOVERY POST-COVID LIFE
Modifying daily routine. Many moments of
Outbreak is spreading. Feeling confusion, Starting to settle into a new routine, adapting There has been progress to mitigate the Fully reconnected to work and life without
frustration and anxiety, focusing on what I
fear or anger about how will impact my life to the evolving crisis outbreak in my community and the nation the threat of the outbreak hanging over me
can control
WAVE 14
NOV ‘20
24% 26% 29% 10% 11%
WAVE 15
JAN ‘21
23% 26% 30% 11% 10%
WAVE 16
FEB ’21
23% 26% 25% 14% 11%
WAVE 17
MAR ‘21
21% 23% 24% 21% 10%
Contents 1. Executive Summary 2. COVID-19: Consumer Sentiment 3. Spending Patterns: Consumer Segments 4. Protecting Privacy: Consumer Perspective on Google’s Ad Announcement
Consumers react to lessening case counts and increasing vaccinations
Optimism is soaring as consumers feel the pandemic is shifting in the right direction. Since mid-January, there has been a 42-point decrease in the
share of respondents who say the pandemic is out of control or getting worse.
Consumer Outlook on the Trajectory of the Pandemic
Out of control Getting worse, but controllable Getting better Under-control It's over
January '21 34% 38% 16% 7% 5%
February '21 26% 31% 30% 8% 4%
March ' 21 16% 24% 45% 10% 4%
- 42 points + 29 points
OOC/Getting Worse Getting Better
Since January
Q: Which of the following statements best describes how you feel about the trajectory of the pandemic in the US?
Comfort level in public is increasing, yet health concerns remain
While consumer’s general comfort level in public is beginning to rise in tandem with a more optimistic outlook on the pandemic, they remain
concerned about health risks. However, there is also a slight softening there.
Consumer Comfort or Discomfort Going Out In Public Concern Abouts Risks the Pandemic Poses to Their Health
Comfortable Uncomfortable
Extremely Concerned Very Concerned Somewhat Concerned Not at all Concerned
10% 10% 14% +4
57%
56% 56%
54% 23% 24%
52% 28% +4
50%
28% 30%
46% 26%
44% 44% 48%
43%
39% 36% 32%
June Aug. Oct. Jan. '21 Feb. Mar. Jan '21 Feb '21 Mar ' 21
Q. In the context of COVID-19, how comfortable are you currently going out in public? Q: How concerned are you about the risks of the pandemic to your health?Concerns around health threat are highest among groups who are most impacted
Although consumers share general concern about the risks the pandemic poses, the groups who express the highest level of concern (extremely or
very concerned) are also those who have been most impacted – Black and Hispanic adults and generational cohorts who continue to straddle work
and family obligations.
Concern Abouts Risks the Pandemic Poses to Their Health
Concern Abouts Risks the Pandemic Poses to Their Health
Extremely Concerned Very Concerned Extremely Concerned Very Concerned
Somewhat Concerned Not at all Concerned Somewhat Concerned Not at all Concerned
7% 11% 12%
12% 16% 18% 18%
25% 23% 24%
25%
29% 31%
35%
20%
30% 30%
37% 21%
67% 62% 22% 47% 65% 33% 52%
55% 66%
46%
37% 35%
34% 25%
25% 19%
Boomers Gen X Millennials Gen Z
Black Hispanic White
Q. In the context of COVID-19, how comfortable are you currently going out in public? Q: How concerned are you about the risks of the pandemic to your health?Activity levels rising slowly, most consumers remain hesitant
Consumers continue to abstain from many activities including international & domestic travel, attending live events and going to beauty services. For
necessities such as grocery shopping or going to medical appts., 1 in 5 continue to feel very uncomfortable.
Consumer Comfort Level Doing Select Activities
I don’t do this I do this but feel v ery uncomfortable I do this and feel somewhat uncomfortable I do this and feel fine
Exercisin g 24% 12% 18% 46% +4 *Change since
January 2021
Grocery shopp in g 8% 18% 31% 43% +3
Health /Med ical-related appoin tments 16% 19% 29% 36% +3
Non -grocery s hopping 22% 17% 28% 32% +4
Socializing 27% 18% 27% +3 28% +3
Dining out 35% 14% 24% +3 27% +5
Working at my office/place of work 40% 12% 22% +2 26% +2
Attending beauty service estab lish men... 40% 14% 21% 24% +5
Attending religious s ervices 49% 11% 18% +3 22% +4
Domestic Travel 47% 14% 19% +2 20% +2
Attending live events 56% 12% 15% 17%
Sending kids to camp/sch ool 52% 13% 18% +4 17% +3
Internation al Travel 63% 11% 13% 13% +2
Q: Which of the following things, if any, do you currently do outside of the home and what is your level of comfort?When consumers will feel comfortable returning is often dictated by each activities’
level of interaction
When Consumers Say They Will Feel Comfortable Doing Select
Activities: Attending Live Events
International Travel
Once experts say it Once they have Once the pandemic
is safe to lift been vaccinated is officially over
restrictions
Domestic Travel
For activities where the level of interaction is intense, like going to live
events and international travel, a majority of consumers say they will only
feel comfortable once the pandemic is over. Going to Beauty Service Establishments
On other activities consumers were split between trusting expert
guidance and wanting to be vaccinated themselves. For more interaction-
driven activities like going to beauty services or socializing, consumers Socializing
wanted expert advice, but many also wanted to be vaccinated.
For activities done solo or with a trusted group and very closely tied to Retail Shopping
local community, like shopping or dining out, consumers were more likely
to listen to expert guidance.
Dining Out
Q: When do you expect to feel comfortable doing the following activities?Conditions required for comfort differ by generational cohort
Gen Z is most likely to be reliant on a vaccine to resume activities, while Millennials and Gen X are waiting for the pandemic to be over, or for experts to tell them it is safe.
Boomers are the most cautious, preferring to wait until the pandemic is over to resume most activities.
When Consumers Say They Will Feel
Comfortable Doing Select Activities:
Gen Z Millennials Gen X Boomers
Attending Live Events Attending Live Events Attending Live Events Attending Live Events
International Travel International Travel International Travel International Travel
Domestic Travel Domestic Travel Domestic Travel Domestic Travel
Going to Beauty
Going to Beauty Service Going to Beauty Service Going to Beauty Service
Establishments Establishments
Service
Establishments
Establishments
Socializing Socializing Socializing Socializing
Retail Shopping Retail Shopping Retail Shopping Retail Shopping
Dining Out Dining Out Dining Out Dining Out
Q: When do you expect to feel comfortable doing the following activities?Many feel a return to normal is close, yet individual recoveries may be staggered
Half of consumers expect that life will return to normal either within the next 3 months or 6 months. While one-third say they will resume their pre-
pandemic routines immediately, two-thirds express a more cautious and gradual return.
Expected Timeframe to Return to Normal Life
How Quickly Consumers Plan to Resume Pre-Pandemic Routines
I already I will retu rn to my normal life immediately 32% 1/3 ready
have to jump in
Within 3
9% months
19%
I will retu rn to SOME as pects of normal life right away but wait to
12 months retu rn to others 37%
or longer 2/3 more
cautious &
21%
gradual
Within 6 I will wait to s ee whether it is truly safe before resuming my
23%
normal life
months
Within 9
32%
months
19%
I am fairly conten t with life right n ow and plan to continue many
habits even after th e pandemic is over 8%
Q: Based on the news and your personal experiences, when do you think you will be able to return to Q: Once it is deemed safe by experts to return to your pre-pandemic life and routines, how quickly
your pre-pandemic life and routines? to you expect to pick things back up?Millennials & Gen X are planning the quickest returns to normal life
Straddling work and family needs, Millennials and Gen X appear most eager for normalcy. They anticipate being able to return to normal life within 3
to 6 months and plan to jump right back into their regular routines.
Expected Timeframe to Return to Normal Life How Quickly Consumers Plan to Resume Pre-Pandemic Routines
Boomers Gen X Millennials Gen Z
Millennials & Gen X
3-6 months I will return to my normal life immediately
21%
38%
42%
20%
Gen Z 39%
I will return to SOME aspects of normal life right away but wait 33%
6-9 months to return to others 36%
41%
30%
I will wait to see whether it is truly safe before resuming my 19%
Boomers normal life 17%
9-12+ months 30%
9%
I am fairly content with life right now and plan to continue 6%
many habits even after the pandemic is over 8%
9%
Q: Based on the news and your personal experiences, when do you think you will be able to return to Q: Once it is deemed safe by experts to return to your pre-pandemic life and routines, how quickly
your pre-pandemic life and routines? to you expect to pick things back up?Trust in vaccines is steady, with vaccination rates climbing
Consumer trust in the COVID-19 vaccine is holding at 39%, relatively high compared to earlier this year. At the same time, the share of consumers who
have been vaccinated continues to increase while those who plan to wait, or pass is declining.
Levels Of Trust In COVID Vaccines When Consumers Plan to Get Vaccinated
Jan. '21 Feb. Mar.
Completely trust it Somewhat trust it Hesitate to trust it Do not trust it
14%
Already vaccinated 22%
27%
Jan. '21 30% 37% 20% 13%
29%
Will be first in line 31%
27%
30%
Feb. 44% 34% 11% 11% Plan to wait and see whether it is safe 25%
24%
9%
Plan to be one of the last people 8%
9%
Mar. 39% 35% 16% 11%
18%
Do not plan on it 14%
13%
Q1: Considering everything you know about the roll out of the Pfizer and Moderna COVID-19 vaccines in the US, how much do you ‘trust’ the safety and efficacy of those vaccines? Q2: Once the COVID-19 vaccine is available to
people like you (if it isn’t already), when will you be willing to get vaccinated?Vaccination efforts need to increase trust among younger and multicultural consumers
Vaccine adoption continues to be driven primarily by Boomers as most states are focusing on older and more vulnerable populations. Gen Z , Black and
Hispanic audiences exhibit the lowest levels of “complete trust” in the COVID-19 vaccine.
BOOMERS GEN X BLACK HISPANIC
42% VACCINATED
28% VACCINATED
20% 15%
VACCINATED VACCINATED
MILLENNIALS GEN Z WHITE
22% VACCINATED
12% VACCINATED
33% VACCINATED
Only 1 in 5 Only 1 in 3
Of Gen Z respondents ‘completely’ trust the COVID-19 vaccines Of Black and Hispanic respondents ‘completely’ trust the COVID-19 vaccines
Q1: Considering everything you know about the roll out of the Pfizer and Moderna COVID-19 vaccines in the US, how much do you ‘trust’ the safety and efficacy of those vaccines? Q2: Once the COVID-19 vaccine is available to
people like you (if it isn’t already), when will you be willing to get vaccinated?Consumer’s emotional wellbeing mirrors the duality of the pandemic
With a light at the end of the tunnel in the US, a majority of consumers express feeling hopeful, grateful and calm. However, the pandemic has
stretched on for over one-year, and consumers are struggling with exhaustion, isolation and uncertainty.
Emotional Sentiment - Mar. ‘ 21
Strong: Hope, Gratitude, Calmness Struggling: Exhaustion, Uncertainty, Isolation
Hopeful Fearful Grateful Agry Motivated Exhausted Connected Isolated
22% 24%
45% 59% 41%
55%
78% 76%
Confident Uncertain
Calm Frustrated
35% 40%
60%
65%
Q: For each of the following pairs of emotions, please select the one that best describes how you currently feel right now.Implications for Marketers
• Increase hope and optimism. Optimism is soaring as consumers feel the pandemic shifting in the right direction. For the first time since we
started tracking a year ago, the percentage of consumers who believe the pandemic is getting better outweighs those who believe it is getting
worse. However, with nearly half of consumers still suffering from exhaustion and isolation, marketers should consider how they can increase
hope and improve mental well-being as we head into what we hope is the final stretch.
• Continue to take a cautious approach to recovery. As of this month, only Gen Z considers the vaccine their passport back into out-of-home
activities. Most consumers are waiting for experts to deem it safe, or for the end of the pandemic altogether. With 2/3 of consumers
anticipating a cautious and gradual re-entry, brands should plan for a slow and staggered re-opening and consider how they can increase
consumer comfort levels short-term.
• Reinforce safety, particularly among younger and multi-cultural audiences. Both younger and multi-cultural audiences continue to express
lower levels of trust in the safety of a vaccine. These same groups cite the strongest level of concern about the pandemic’s risk to their health.
To appeal to these cohorts, brands should prioritize and reinforce safety measures.Contents 1. Executive Summary 2. COVID-19: Consumer Sentiment 3. Spending Patterns: Consumer Segments 4. Protecting Privacy: Consumer Perspective on Google’s Ad Announcement
Most Americans concerned for the US economy, many struggling financially themselves
71% of respondents are highly (‘very’ or ‘extremely’) concerned about the risks the pandemic poses to the US economy, while 52% are highly concerned
about their own financial situation right now.
Concern About Risks to the US Economy Concern About Personal Finances
Extremely Concerned Very Concerned Extremely Concerned Very Concerned
Somewhat Concerned Not Concerned Somewhat Concerned Not Concerned
6% 6%
17% 18%
18% 22%
27% 30%
32%
33%
25%
23%
44%
38%
31% 29%
Feb. '21 Mar. Feb. '21 Mar.
Q1: How concerned are you about the risks of the pandemic to the American economy? Q2: How concerned are you about your personal finances right now?Mapping Consumer Financial Security to Health Concerns
LOW CONCERN FOR HEALTH RISKS
Squeezed Set-to-Go
LOW CONCERN FOR FINANCES
10% 32%
of respondents of respondents
HIGH CONCERN FOR FINANCES
Strained Sheltering
42% 16%
of respondents of respondents
HIGH CONCERN FOR HEALTH RISKSOverview: Consumer Recovery Segments
Full profiles in the appendix.
SQUEEZED SET-TO-GO
Comfortable in public Comfortable in public
Normal ads Business as normal
GEN Z/ MILLENNIALS &
MILLENNIALS BOOMERS
Increase spend on dining & Increase spend on health &
entertainment fitness
STRAINED SHELTERING
Anticipating long-haul
Likely frontline or essential
workers
Portray pandemic life in ads
Products/services that improve
GEN X/ wellbeing
PARENTS BOOMERS+
Connected, at-home habits
Increase spend on necessitiesMedia Consumption Habits
In-depth data in the appendix.
SQUEEZED SET-TO-GO
Younger and more budget conscious, they rely heavily on a variety of media channels for More comfortable out in public, they have reduced their reliance on media and are
entertainment. heavily engaging in fewer channels.
STRAINED SHELTERING
They are hard workers who likely have less time for media (having resumed their regular They are older consumers who lean across less channels in general but are now relying on
routines despite discomfort), so they engage across fewer channels. media to stay connected and informed, as they shelter in place.When Consumers Will Feel Comfortable
Resuming Activities:
SQUEEZED SET-TO-GO
Highly comfortable dining out and shopping. Curing stir-craziness with affordable The most comfortable dining out and shopping. Will attend live events once the pandemic
domestic travel. is declared over.
Retail shopping 47% 17% 13% 16% 6% Retail shopping 49% 19% 13% 10% 9%
Domestic travel 43% 13% 12% 16% 15% Dining out 43% 19% 15% 15% 8%
Dining out 40% 18% 17% 20% 5% Domestic travel 30% 19% 17% 17% 17%
Attend live events 25% 15% 16% 15% 29% Attend live events 21% 18% 14% 24% 23%
Int'l travel 18% 15% 11% 16% 40% Int'l travel 18% 10% 16% 19% 38%
STRAINED SHELTERING
More trusting in expert opinions on when it is safe to lift safety precautions. Others will The least comfortable doing activities. Many will wait until the pandemic is over to
wait until the pandemic is officially over. resume activities. Others will pick back up once they are vaccinated.
Retail shopping 22% 22% 26% 23% 7%
Retail shopping 29% 25% 20% 19% 6%
Dining out 18% 23% 23% 30% 7%
Dining out 22% 26% 21% 22% 9%
Attend live events 8% 17% 21% 31% 22%
Attend live events 20% 21% 19% 25% 14%
Domestic travel 7% 19% 25% 31% 18%
Domestic travel 20% 25% 21% 21% 14%
Int'l travel 5% 16% 18% 27% 35%
Int'l travel 19% 19% 14% 24% 23%Implications for Marketers
• Personal health and financial security will dictate shifts in behavior and mindset. While there will be macro changes to consumers’
behaviors and spending as the pandemic evolves in 2021, many will be making decisions based on their personal circumstances.
Behaviors will diverge along the lines of fear and desire.
• Sheltering: This group is looking to be uplifted and is relying more heavily on media to stay connected as they shelter in place.
Focus on bringing your brand to consumers by integrating into at-home entertainment, fitness, education and work habits.
Relate to their situation by reflecting pandemic life in ads.
• Strained: They are waiting on experts to signal that it’s safe to resume the activities they love. Many have reduced their media
footprint as they’ve been forced back to work. They are looking for support from brands and likely need some uplifting.
• Squeezed: They are feeling comfortable out in public and are resuming activities like dining and travel. When their budget
constricts them, they turn to a variety of media channels to fill their entertainment needs. Brands should offer discounts and
new experiences to engage them.
• Set-to-Go: Open to resuming activities (though still mindful of safety), this group is ready to be welcomed back by brands.
Marketers can appeal to them through normal communications or offer safely modified versions of everyday experiences.Contents 1. Executive Summary 2. COVID-19: Consumer Sentiment 3. Spending Patterns: Consumer Segments 4. Protecting Privacy: Consumer Perspective on Google’s Ad Announcement
Consumer data privacy and technology timeline
2018 2020 January 2021
GDPR goes into CCPA goes into Apple to give users
effect effect ability to block IDFA
GDPR
2017 2020 March 3rd
Apple introduces ITP Chrome announces 3rd
in Safari party cookie deprecationMarch 3, 2021 • No more third-party cookie targeting or tracking • No use of identity graphs • First party data focused • Use of Google FLoCs for interest-based ads
Consumers are aware of Google’s changes, feel favorably about it
As of March 11th, two-thirds of consumers were aware of Google’s announcement. While 70% of respondents feel the announcement is a good thing,
this is down slightly from one year ago when we first fielded the question after gaining insight into Google’s plans.
Sentiment About Google Ad Tech Changes
It's a good thing It's a bad thing I don't care/not sure
68%
11% 12%
12%
18%
of respondents are aware of the - 7 points
Google announcement Good Thing
77%
70%
Jan. '20 Mar. '21
Q1: Google recently announced that they will stop using technology that tracks an individual’s online activity as they move from site to site across the internet. The personal information this type of technology collects is sold by Google to advertisers in order to help them serve more relevant and personalized
ads to individuals online. How much did you know about this announcement prior to taking this survey? Q2: How do you feel about Google’s decision to stop using individual tracking technology?Younger generations feel less favorably about Google changes
While Boomers and Gen X decisively feel that Google’s decision to stop using individual tracking technology is a good thing, Gen Z is split with an equal
number of respondents saying it is a good and bad thing. As savvy and avid internet users, they may fear that their online experiences will become less
personalized, or they may simply not care for the regulation.
Sentiment About Google Ad Tech Changes
It's a good thing It's a bad thing I don't care/not sure
9% 10% 12%
7% 21%
11%
22%
39%
84% 79%
66%
40%
Boomers Gen X Millennials Gen Z
Q: How do you feel about Google’s decision to stop using individual tracking technology?The past year appears to have heightened awareness of data collection
Compared to one-year ago, when the CCPA went into effect, consumers report being more aware of what data is being collected on them and how it is
being used. Those with a clear understanding rose 10 points, while those with a vague or no understanding declined 11 points from a year ago.
Consumer’s Level of Understanding About Data Collection The Past Year Has Sparked Much Public Discussion
A clear understanding A good understanding A vague understanding Little to no understanding
10% 8%
- 11 points
Vague/No
19% Understanding
28%
39%
39%
+ 10 points
34% Clear
24% Understanding
Jan. '20 Mar. '21
Q: Recently, it has become apparent that companies/brands are collecting personal information on people. What is your level of understanding about what data is being collected on you and how it is being used?Consumers believe that the risks of data collection far exceed the benefits
And agree that not enough is being done to ensure their privacy is protected online. This sentiment is true across all age brackets.
“The potential risks of data collection “Not enough is being done to ensure my
outweigh the benefits” privacy is protected”
77% AGREE
83% AGREE
37% agree STRONGLY 38% agree STRONGLY
Q: How much do you agree or disagree with the following statements?Reclaiming privacy is top-of-mind for concerned consumers
The urgency of concern over data privacy has risen slightly in the past year – with 46% of consumers now saying they are ‘very’ concerned. Consumers
continue to actively protect themselves with 80% reducing the amount of data they share.
Concern Over Privacy & Data Protection “I have reduced the amount of data I share with companies…”
Very concerned Somewhat concerned
Significantly Somewhat Not really
Not very concerned Not at all concerned
1% 3%
22% 20%
18% 12%
39%
41% 38% 41%
46% 40% 39%
40%
Jan. '20 Mar. '21 Jan. '20 Mar. '21
Q 1: How concerned are you about the privacy and protection of your personal information online? Q2: Have you reduced the amount of information you share with companies in recent years?Heavy internet users express less urgency than light internet users
Interestingly, light internet users are more highly concerned about privacy than heavy internet users and are more likely to have significantly reduced the
amount of data they share. Heavy internet users may see more benefits than risks in data collection.
Concern Over Privacy & Data Protection “I have reduced the amount of data I share with companies…”
Very concerned Somewhat concerned
Significantly Somewhat Not really
Not very concerned Not at all concerned
2% 1%
21% 18%
12% 14%
32%
42% 37%
45%
+9 point gap
Very concerned +10 point gap
over data privacy Significantly
reduced data
53%
44% 44%
34%
Heavy internet user Light internet user Heavy internet user Light internet user
Q1: How concerned are you about the privacy and protection of your personal information online? Q2: Have you reduced the amount of information you share with companies in recent years?Privacy concerns are strongest among older generations, but they are less likely to take action
Boomers and Gen X express the strongest concerns over privacy and data protection. Interestingly, Boomers are the least likely to reduce the amount of data they share, potentially
due to a lower degree of digital literacy than that of Gen X and Millennials (who are actively reducing data sharing).
Concern Over Privacy & Data Protection “I have reduced the amount of data I share with companies…”
Very concerned Somewhat concerned
Significantly Somewhat Not really
Not very concerned Not at all concerned
2% 3% 3% 7% 17% 17%
9% 9% 20%
16% 27%
17%
32%
42% 40% 39%
41%
39% 50%
44%
57%
48% 44% 43%
41% 34%
32% 30%
Boomers Gen X Millennials Gen Z Boomers Gen X Millennials Gen Z
Q1: How concerned are you about the privacy and protection of your personal information online? Q2: Have you reduced the amount of information you share with companies in recent years?Brands should put data ethics at the center of their ethos
A commitment to not sell or share personal information ranks among the highest factors in earning consumer trust. Of equal value is security,
transparency and reputation/previous experience with the brand. Less impactful, but still a draw, is personal gain, such as custom experiences or
discounts in exchange for personal data.
Factors That make Consumers Most Comfortable Sharing Data
Respondents asked to select TOP THREE choices
They promise not to share or sell my personal information with
36%
others
They securely collect and store my personal information 35%
They are transparent about how my personal information will be
34%
stored and used
I trust them or have a lot of experience with them 34%
They have never been the subject of any data breach or misuse
29%
scandal
I have something to gain personally (i.e. discounts, a
25%
personalized experience)
None of the above 10%
Q: Which of the following factors would make you MOST comfortable to share your personal information with a company? Please select your top three choices.Consumers’ trust in the ad industry lags business & tech
Businesses and tech companies are most trusted to keep consumer data secure. However, trust in the advertising industry falls a steep 14 percentage
points.
68%trust BUSINESSES
65% TECH COMPANIES
trust 54%
trust AD INDUSTRY
to keep their data secure to keep their data secure to keep their data secure
Q: What is your level of trust or distrust that the following organizations are taking the necessary steps to keep your data and personal information secure?Boomers are significantly more distrustful of their data being kept secure, especially by
the ad industry
BOOMERS GEN X MILLENNIALS GEN Z
49%
TRUST BUSINESSES
79%
TRUST IN BUSINESS
74% 66%
TRUST IN BUSINESS TRUST IN BUSINESS
48%
TRUST TECH COMPANIES
75%
TRUST IN TECH COMPANIES
74% 64%
TRUST IN TECH COMPANIES TRUST IN TECH COMPANIES
25%
TRUST IN AD INDUSTRY
67%
TRUST IN AD INDUSTRY
66% 55%
TRUST IN AD INDUSTRY TRUST IN AD INDUSTRY
Q: What is your level of trust or distrust that the following organizations are taking the necessary steps to keep your data and personal information secure?There continue to be strong business repercussions for data misuse
A year ago and now, a strong majority of consumers say they will stop doing business with a company that misuses their data.
JANUARY 2020 MARCH 2021
82% Say they will
76% Say they will
stop doing business stop doing business
with a company that loses with a company that loses
or misuses their data or misuses their data
Q: How likely are you to stop doing business with a company that loses or misuses your personal information?Gen Z is significantly less likely to punish brands for misusing their data
Whereas Boomers, Gen X and Millennials are more likely to walk away.
BOOMERS GEN X MILLENNIALS GEN Z
87%
stop doing business
79%
stop doing business
74% 57%
stop doing business
stop doing business
with a company that loses with a company that loses with a company that loses with a company that loses
or misuses their data or misuses their data or misuses their data or misuses their data
114i 104i 97i 75i
Q: How likely are you to stop doing business with a company that loses or misuses your personal information?Implications for Marketers
• Champion data ethics beyond compliance. With industry regulations around privacy in flux, companies who champion data ethics will
gain consumer trust. Data misuse is a leading cause of consumers severing their relationships with brands and companies. Brands
who lead or participate in the next wave of privacy regulations have a better chance at retaining their customers and deepening trust.
• Prioritize trust and transparency. Our research found that consumers feel most comfortable sharing their personal information with
companies when there is a commitment that data will not be sold or shared, it is securely collected and stored, and there is
transparency about how it will be used. Consumers are also more likely to share information with a brand they trust, pointing to the
importance of building relationships.
• Rethink the consumer value-exchange. As consumers’ have become more awakened to privacy, they have shifted from thinking of
data as inconsequential to valuable. As the idea of data as a commodity becomes more mainstream marketers will need to ensure that
every touchpoint works to earn consumer’s trust. Our research found that heavy internet users and younger generations tend to see
more benefit than risk in data collection – they may be more open to to the idea of a value-exchange.APPENDIX
Sheltering
Financially secure, yet highly concerned about the pandemic’s health risks, this group is staying home.
ROUTINES SPENDING BRAND EXPECTATIONS
They exhibit a high level of concern about Less likely than other groups to increase They want brands to put people first and offer
the pandemic: spending. Those that do plan to spend pandemic-friendly shopping:
more will continue to spend on in-home
• 65% believe the pandemic is getting Brands Should Respond to the Crisis By:
necessities and activities:
worse or out of control (114i) • Keeping employees safe/paid (70%, 113i)
More likely to be: Spending MORE on over next 3 months:
• Keeping customers safe (66%, 114i)
1. Groceries (37%)
• Boomers+ (43%, 159i) • Offering new ways to shop (45%, 125i)
They are anticipating a long-haul ahead 2. Household goods (37%)
and a cautious return: 3. Personal care (36%) • Offering discounts (45%, 129i)
• Or Millennials (27%), Gen X (24%)
4. Entertainment (32%)
• 63% are uneasy in public (121i) 5. Health & Fitness (30%)
• Mix of Urban (43%), Suburban (37%), Rural
• 43% (134i) plan to be first in line to get They want to see pandemic life reflected
(20%)
vaccinated (15% have been vaccinated • Show how products/services help improve
• White (72%), Asian (10%), Black (15%), already)
consumer’s comfort, happiness or wellbeing
Hispanic (16%) • 38% say normal is at least 12 months (37%, 116i)
out, or longer (152i) • Portray pandemic life in ads (36%, 138i)
• Small HH, not parents: 61% haveStrained
Both concerned about their personal finances and the pandemic, this cohort is stressed on two angles
ROUTINES SPENDING BRAND EXPECTATIONS
Data suggests they are likely frontline
They are reducing trips to the store They want brands to show their
or essential workers who must
and stocking up to providing for larger support for people and communities
continue normal routines despite
families:
discomfort: Brands Should Respond to the Crisis
• 88% tend to stock their homes with By:
More likely to be: • 75% are actively employed (117i)
more necessities than they • Keeping employees safe/paid
• Gen X (37%, 137i) • 30% have already been vaccinated immediately need (114i) (63%, 102i)
(136i)
• Supporting local community
• Or Millennials (40%), Boomers (17%) • 59% are uneasy in public (113i), with Most plan to increase spend on (50%, 100i)
22% of those citing “total necessities, perhaps ramping up after
• Urban (61%, 117i) • Committing to social justice
discomfort” (138i) period of budgeting
initiatives (27%, 100i)
• White (73%), Black (16%), Hispanic (18%) • 29% (126i) say they have already Spending MORE on over next 3
• Helping me and others
returned to their normal routines, months:
• Larger HH, parents: 49% haveSqueezed
This group is more concerned about their financial situation than they are about the pandemic
ROUTINES SPENDING BRAND EXPECTATIONS
This cohort is more comfortable in Despite a limited budget, they are They want brands to offer safe. easy and
public than the average American and excited to spend more on out-of-home convenient ways to shop
eager to resume life fully: experiences like restaurants and Brands Should Respond to the Crisis By:
entertainment:
More likely to be: • 58% believe the pandemic is getting • Keeping employees safe/paid (65%,
better or is already under control Spending MORE on over next 3 105i)
• Gen Z/Millennial (53%, 118i) (135i) months: • Offering new ways to shop (44%, 125i)
• 54% are currently comfortable in 1. Groceries (46%)
• Or Boomers+ (31%) public (110i)
• Offering discounts (43%, 119i)
2. Household goods (46%)
• Rural (23%, 144i) or Urban (51%) • 29% (126i) say they have already 3. Restaurants/Take-out (42%)
returned to their normal routines, 4. Personal Care (41%)
• Hispanic (26%), Black (20%), White (68%) 27% (117i) say they expect to within 3 5. Entertainment (40%) …and they want to see how brands are
months supporting communities
• Smaller HH, not parents: 55% haveSet-to-Go
Neither concerned about finances or the pandemic, this group has been minimally challenged
ROUTINES SPENDING BRAND EXPECTATIONS
Despite comfort in public, this group feels Less likely than other groups to
less urgency around returning to normal life Return to BAU, while offering new
increase spending. Those that do plan
perhaps because they aren’t as stressed: to spend more will spend on health, way to shop and save
More likely to be: restaurants and entertainment. Brands Should Respond to the Crisis
• 71% believe the pandemic is getting
better or is already under control (165i) By:
• Millennial (37%, 100) or Boomers (32%, Spending MORE on over next 3 months:
128i) • 69% are currently comfortable in public • Offering new ways to shop (39%,
1. Groceries (35%)
(141i) 109i)
• With some Gen X (16%) and Gen Z (11%)
2. Health & Fitness (34%)
• But only 20% (87i) say they have already 3. Restaurants/Take-out(32%) • Offering discounts (40%, 111i)
• Suburban (40%, 125i) or Urban (43%) returned to their normal routines, with 4. Household goods (31%) • Show how products/services help
another 20% (87i) expecting to within 3 5. Entertainment (31%) improve consumer’s comfort,
• White (72%), Asian (11%), Hispanic (18%) or months
Black. (12%)
happiness or wellbeing (35%, 109i)
• Only 34% say they will return to their
normal pre-pandemic activities • Advertise as normal (23%, 127i)
• Smaller HH, not parents: 60% haveMedia Consumption Habits
MOBILE
TRAD. TV OTT ONLINE VIDEO SOCIAL MEDIA PC INTERNET GAMING AUDIO OOH
INTERNET
SHELTERING
Heavy internet & social M M/H M H H H L L/M L
media users
STRAINED
On-the-go: Heavy mobile M M/H M M/H H M M L M
internet
SQUEEZED
Younger: Heavy digital M H M/H H H H M/H M L/M
usage
SET-TO-GO
Active: Heavy M M/H L/M M/H H M L L/M L
mobile internetYou can also read
