Toluna and Harris Interactive have conducted its inaugural Coronavirus Barometer, surveying some 3,500 consumers in the U.S., UK and Australia between 25-27 March on how they are coping during the global COVID-19 pandemic.
The global coronavirus pandemic has led to shelter-in-place and social-distancing rules around much of the globe starting in March, with little indication when such measures will be lifted. It is a challenging time for almost everyone. We are worried about our health and wellbeing of loved ones, financial security and the ability to get essential supplies, making the situation even harder for most people.
Two things are clear from our first Coronavirus Barometer: consumers expect these rules to be in place for a while to come – in most cases, much longer than the current timelines which run through to the end of April. The good news is, however, people feel supported by heath care providers, employers and retailers.
How Long Will This Last?
Despite restrictions, just over a quarter of Americans say they are comfortable booking an event or a holiday to take place this spring (through 20 June). Another quarter feel confident booking an event (28 per cent) or holiday (24 per cent) for the summer (starting June 20). By autumn (starting Sept 22) only 15 per cent feel confident enough to book an event and only 16 per cent would book a holiday. Fewer than 10 per cent say they feel confident planning either for winter (starting Dec 21st), and about a quarter say the date is further out.
In the UK, people are more cautious, with only 14 per cent saying they would book an event for the spring and only 11 per cent would book a holiday. About a third of UK respondents would not feel comfortable booking either an event or a holiday even after the autumn and winter of 2020.
Australian respondents were even less optimistic with only about 10 per cent saying they would book a holiday in spring, only another 11 per cent would book one in the summer. Another 22 per cent would book a holiday for the autumn and 19 per cent for winter, but a whopping 38 per cent say they don’t feel confident in booking a holiday until after this winter. Numbers for events are about the same.
Consumers Feel Supported
Across the board, consumers feel supported by the major organisations that shape their lives. This includes healthcare services, retailers and governments, among others.
Consumers in all three countries rate the healthcare services as the most supportive of all organisations. Rating their support at between 7 to 10 on a scale of 1-10, a vast majority of 79 per cent of U.S respondents, 83 per cent of UK respondents and 76 per cent of Australian respondents said they felt supported by their healthcare services. Healthcare professionals, who risk their lives daily, are clearly heroes in the eyes of those we surveyed.
For most of us, the only place we go right now is to buy groceries or to pick up prescriptions. Retailers in all three countries are seen as being supportive, second only to healthcare. Most respondents, 58 per cent in the U.S, 52 per cent in the UK, and 47 per cent in Australia say retailers rank 7-10 on a scale of 1-10 in terms of support.
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About two-thirds (66 per cent) of UK respondents said their national government is supportive, while a solid majority (61 per cent) of U.S respondents and (60 per cent) of Australians agreed. In all three countries, governments have passed extraordinary measures to assist people with cash payouts and extension of unemployment benefits.
Employers, many of whom are experiencing extreme distress in terms of record drop-offs in business, are viewed as supportive in the U.S, although this is not the case in either the UK or Australia. In the U.S, 54 per cent of respondents say employers rate at least a 7 out of 10 for support, while only 42 per cent of UK respondents and 45 per cent of Australians would rank their employers so positively.
Shifting Emotions
In such challenging times, we expect people’s sentiments to change rapidly and we want to be here for our clients and our community. Given how fast things changed for most people, we expect sentiment towards the situation to shift and at pace. We will be there to report on it every two weeks.
We know that consumer sentiment is key to strong businesses and society. If people feel secure in their employment, feel good about their country’s leadership and feel healthy they are more likely to help the economy recover from this shock.
What will be interesting to do in the long term is compare sentiment right now to sentiment 18 months down the line. Will people remember those organisations who supported them in this time of great need and, if so, how will their behaviours reflect that?
By Lucia Juliano, Senior Researcher for Harris Interactive and Toluna
