US CONSUMER PERCEPTIONS - OF COVID-19 Ipsos SMX Syndicated Online Community 031120
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US CONSUMER PERCEPTIONS OF COVID-19 Ipsos SMX Syndicated Online Community March 5 – 9, 2020 © 2019 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
US Consumers’ top of mind associations with COVID-19 are emotionally charged
and opinion-driven.
WHAT WORDS DO YOU ASSOCIATE WITH THE CORONAVIRUS (COVID-19)?
Based on AI text analytics processing; (n=824)
"I am indifferent. I'm a little nervous about it,
but I'm not obsessing about it. I am traveling
c on
on a plane in April and May and am a little
fast
t agi
ry
sca
concerned about it. I am not taking any
ous
m
precautions except staying away from people ed
ia
S p re
that are visibly ill and really making an extra
ad
dea n r
effort to wash my hands more." dly
viru
In fo
ot
io f ea
Em
s
rm
a tio
n
worried
"I’m aggravated that the press is continuously unknown
stirring this up so that some people are in a full-
concerned
blown panic!.. I’m not going to limit my
hy pe
activities to the point of become a hermit t er i
a
on
hy s
Di
because of what ‘might happen‘. My chances
ni
se
vir
us
pi
us
as
O
io
of getting in a serious car accident are greater er
e
s
than getting the coronavirus. I still drive my car
s
ou
er
ng
everyday though."
n
da
flu v
blow
irus
O v er
Source: Ipsos SMX Online Community; Corona Virus Discussion Board Note: Themes are not mutually exclusive as the respondents can express
2 © Ipsos more than one theme. Counts are reproportioned to illustrate relative share
(March 5 – 9, 2020; n=824)Consumers feel they are receiving mixed messages on COVID-19 across media outlets
– sparking concern, frustration, fear and confusion.
THE FRUSTRATED CONSUMER:
“The amount of misinformation and hysteria is
frustrating!”
THE RELAXED CONSUMER:
“All that's happening is people trying to get others to
freak out about it, but nothing much is really going on.”
THE FEARFUL CONSUMER:
“It makes me nervous because of the unknowns and
misinformation.”
THE CONFUSED CONSUMER:
*Member provided image So much information that I don't know what to do or
where to turn if it gets bad.
3 © Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Now, we want you to upload an image that represents how you feel today about Coronavirus? Then tell us why you chose that image.Emotions aside, inconsistent messaging surrounding the virus leads to a
behavioral split, ranging from…
“It’s just another “I’m preparing for
flu season” the worst”
Social media prompts dismissal Social media fuels fear through the
through shared discussion of: virality/shareability of:
Ø Potential misinformation Ø Empty shelf images
Ø A sense of ‘distance’ from the outbreak Ø Increased pricing on everyday goods
Ø Comparisons to the traditional flu Ø Personal testimony shared online
“I think it has been overblown by the media. It “The situation feels very chaotic and scary because
may be for political reasons. I'm not sure. But the of all the unknowns. There aren't any definite ways
regular flu has killed so many people in prior years to control or treat the virus yet. We are all just doing
but did not have the hysteria surrounding it.” our best and waiting for the worst, in a way.”
© Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Now, we want you to upload an image that represents how you feel today about Coronavirus? Then tell us why you chose that image.Though only 1 in 4 report a change in their shopping habits already, the quickly
changing environment forces consumers to adjust across the board.
23% REPORT ALREADY CHANGING
THEIR SHOPPING HABITS 77% SAY THEY HAVEN’T CHANGED
SHOPPING HABITS YET.
Yet even these consumers report forced mindfulness in
navigating empty shelves and abnormal crowd flow.
“I will have to spend
more time shopping,
will add to my
stockpile of water, “People are
food and supplies, clearing shelves,
and I will have to and I am not
shop around more sure why.”
since stock is out.”
*Member provided image
© Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Have you changed your shopping habits in any way? If “yes”, please explain.A number of consumers believe they haven’t changed their shopping routine.
In reality, they are ready to.
NO, I HAVEN’T CHANGED MY ROUTINE, THOUGH… WHAT WOULD BRIDGE THIS GAP
“I have always gone grocery shopping in the store, and I
might use Instacart now instead to avoid germs.” FROM THOUGHT TO ACTION?
NO, I HAVEN’T CHANGED MY ROUTINE, BUT… • Virus spread reported in
“I grabbed some extra Lysol wipes and toilet paper, their proximity
because of the crazy people who are buying crates. Who • Limited product supply and
knows when these things will become restocked
worry of delayed restocks
permanently.”
• Spiking concern from poor
performance in the stock
NO, I HAVEN’T CHANGED MY ROUTINE, HOWEVER… market
“I have considered purchasing more canned goods or
frozen foods, so we wouldn’t need to go to the store.”
© Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Have you changed your shopping habits in any way? If “yes”, please explain.Those who have already broken routine adjust how and what they shop for.
HOW CONSUMERS SHOP WHAT CONSUMERS SHOP FOR
Consumers cut down their number They default to trusted brands for
of trips to the store, where possible their ‘preparedness kit’. Local
– opting to buy in bulk or online. sourcing is important to some.
ü Use of online & delivery ü Hand sanitizer
ü Shopping in bulk ü Immune boosting items (i.e. vitamins)
ü Shopping at less crowded times ü Paper goods (i.e. TP, paper towels)
ü Sanitizing before and after visits ü House Cleaner (i.e. soap, disinfectant)
ü Expecting longer trips in-store ü Food (i.e. canned, frozen goods)
ü Local-focused retailers ü Domestically sourced products
ü Visiting different stores (i.e. limited ü Local items preferred when possible
supply at their preferred retailer)
© Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Have you changed your shopping habits in any way? If “yes”, please explain.A number of emotional pulls impact the severity of shopping changes.
THE SEVERITY OF CONSUMERS’ REACTION STEMS FROM…
FEAR OF THE UNKNOWN OVERCORRECTION FROM CRAVING CONTROL
CONFLICTING MEDIA
In the face of unknown impact, some Some combat perceived helplessness
consumers simply prepare for the worst. Disconnected, conflicting news updates trigger by intentionally overpreparing – which
some to resort to extremes ‘just in case’. makes them feel in control.
“I'm scared of all the unknowns
regarding the virus. How long will it “I am positive that the news media is just trying “Just stay in control with preventive
last? How many will die? How much to get everyone in a panic. And it is working measures such as hand sanitizer, gloves
will it impact?” because the Costco in my area has crazy lines and masks. Keep things disinfected.”
and carts over flowing with paper towels, toilet
paper, and water. Then in other areas I’ve
heard that rice is in shortage.”
Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Based on what you know today, how do you feel when you think about Coronavirus (COVID-19)? Why is that?
8 © Ipsos Have you changed your shopping habits in any way? If “yes”, please explain.
What changes do you anticipate making in the coming month(s)? Why do you expect to make those changes?Retailers can reassure consumers by…
PROVIDING CONVENTIONAL SANITIZING:
“I now wipe down all shopping carts with the sanitizing wipes
provided - you can't be too careful.”
PROMOTING ONE STOP SHOPPING:
“I minimized the store that I go to, and have stocked some
emergency food just in case.”
OFFERING OFF-HOURS OR ONLINE SHOPPING OPTIONS:
“I am shopping more on line and tend to go early in the
morning when the stores aren't so crowded.”
COMMUNICATING SOURCING OF PRODUCTS CLEARLY:
“I do my research on products I buy. I try to buy American
made/locally produced whenever possibly to begin with.”
STOCKING OF NECESSITIES – WHEN POSSIBLE:
“I'm more concerned about shortages than the actual virus. It
wouldn't be uncalled for to have a weeks supply of extras such
as canned goods, water, toilet paper, medicine,
etc. Realistically having a weeks supply would probably be
good just in case of anything.”
© Ipsos Source: Ipsos SMX Online Community; Corona Virus Discussion Board (March 5 – 9, 2020; n=726)
Have you changed your shopping habits in any way? If “yes”, please explain.About Ipsos Game Changers
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